Cheryl Eisen

Photo Credit: Kevin Sikorski Photography

In Miami, IMG was tasked by Swire Properties to do the virtual staging of its residences at Reach and Rise at Brickell City Centre. The digital renderings confound the eyes of those who see them for the first time, thinking they are looking at photographs of an actually furnished space.

We welcomed Eisen for a one-on-one interview to talk about her company’s trailblazing projects as well as the collaboration she is doing with Swire Properties.

What was your inspiration for developing digitally staged units for Swire Properties at Rise Residences?

We wanted to bring a New York look to this development. We felt like, overall, everything was sort of looking alike on the market. With such a unique brand as Reach & Rise, we wanted to bring some warmth and differentiators in[to the residences]. We were designing the space during COVID and the thing that made sense was to virtually stage it with pieces that we actually have in our inventory, and if buyers came in and loved it, we could install that exact look in a matter of weeks.

Photo Credit: Courtesy of Swire Properties

HR: Why do you think new development projects in South Florida like Brickell City Centre are choosing to work with a New York-based design firm?

CE: The enormous insurgence of New Yorkers fleeing to Florida. They are used to a certain edge in terms of design, and we brought that to South Florida, to Reach & Rise, and are attracting the New York buyer. In addition to that, the goal was to, again, differentiate what is in Reach & Rise versus every other condo in South Florida which is like, “white on white on white.” We have brought in a New York vibe with some textures, large modern art, and unique light fixtures that create a “wow” moment, and something that looks completely different when you are searching online for listings. These really stand out and capture the eye. That is the goal in marketing.

HR: What impact did 2020 have on your projects? More? Bigger?

CE: In New York, it was different than in Florida. People were afraid to have anyone come into their buildings or into their homes, creating a real challenge in terms of installing furniture into spaces. We had to pivot very quickly and come up with virtual designs because they still had to sell. So we created a completely unique virtual inventory of our own products. We had to market them in a way that represented their unique look and design style. In addition to that, we have several digital marketing tools within these renderings that enable a buyer to have an immersive experience. We can do 360’s, a virtual tour with goggles, or just on the screen. The best we could do, if we could not sell furniture in a space while a buyer walks around, was to install a digital visualization so that they can go online and get a sense of what it is like to be in that unit; to live in that unit; to function in that unit.

HR: Homes had to sell and you needed to bring them to life. Do you have a success story that you can share with us?

CE: We worked with a very well-known South Florida agent to digitally design a unit on Prive Island. It was beautiful but completely empty; very cold and austere We digitally furnished it beautifully, and within 12 days on the market, it sold and the buyers were interested in buying the virtual furniture. That was a very fast deal and it was definitely thanks to the virtual staging, which gave the empty space a real feeling of home and luxury.

Photo Credit: Courtesy of Swire Properties

HR: For the luxury buyer, Florida is usually a 2nd home market. How do turn-key homes attract these high-end residents?

CE: Now more than ever- with furniture hard to get because of the domino effect that happened with manufacturing and distribution overseas, and even locally- it makes more sense just to move right into a furnished space, especially if it is your vacation home. Why spend a year searching for furniture, going into furniture stores and have a designer help you shop piece by piece? In other words, COVID has changed everything, the way we buy and the way we think about homes. It makes sense, not only for secondary homes, vacation homes, but it is also happening more and more in New York and other markets.

HR: Are you expanding to South Florida and to other markets as you said?

CE: We are. There are some definite growth areas all over the country. Boston was a huge growth area this year and so was San Francisco. We can service any city, any state in the United States. We have done projects in Green Bay, Wisconsin. We are doing a building in Seattle, and we have worked in LA, but we’ve been working in the South Florida area for a few years now; it’s one of our favorite secondary markets.

HR: You have had signature projects over the years, including at the Visionaire, the Puck Penthouses, and multiple projects that have been featured on TV shows like "Million Dollar Listing" and "Keeping Up with the Kardashians". Having set the bar high for yourself, what did you challenge yourself to do for your major South Florida debut?

CE: We are probably the best-known brand in the New York metro area. So, yes I agree. In South Florida, a lot of brokers that work in both markets know of us, but we wanted to come in and bring the same level of brand recognition and elevated style to South Florida. We wanted to come in with a big splash. The first project we did in South Florida was the largest penthouse in South Beach. The asking price was $50 million and it was an enormous triplex. It was a resale, so it was a huge before-and-after impact, but it was not a brand new development. The views were gorgeous, the space was beautiful. There are very few stagers and interior designers in South Florida. There are probably the top three that everyone knows and they design and stage every property, of which there are many. It is hard to have things look different when it is the top three players staging and designing everything. Our unique look came in to be completely different than everyone else’s, and that was really the goal. I think we have achieved that.

Photo Credit: Courtesy of Swire Properties

HR: How has the pandemic affected the furniture supply lines and how have you adjusted?

CE: Luckily, we had started buying product in bulk overseas a couple of years ago so we have a pretty substantial inventory. We also started designing our own product- which we also have a significant inventory of- so our stuff is unique and in our warehouse. However, as soon as the pandemic hit, it hit first in China, and that is where most people, -between China and Italy- get their furniture. So the supply chain and manufacturing came to a complete halt for a while, creating a sort of domino effect across the rest of the industry as everyone was figuring out how to recover and how to function. When you cannot buy furniture, you are stuck with whatever you have on hand. We are lucky to have a large inventory on hand so we have been okay with it, but everyone else in the industry seems to be hurting for product. In normal circumstances, if you try to buy furniture, it is probably anywhere from two to twelve weeks [to receive]. Right now, it is six months out before you receive your product. That will continue to be a lag for a few more months as things get back into the swing in those countries. But yes, it was a huge challenge and created a huge ripple effect.

HR: Would you want to create a completely new style for Miami? Your signature is New York but what about a Miami IMG style?

CE: Absolutely, we would love to create a signature style that was specific to the Miami market. Brickell feels like Manhattan as much as possible and that is why I love staying in Brickell whenever I come to Miami. That already has a sense of our vibe. It is very city-like, very Manhattan but then out in the suburbs are houses. There seem to be two types of houses right now in terms of architecture. We want to create some visual distinction in those two styles by creating a unique interior. Again, there are about three main designers out there [in Miami]. We are coming in with a completely differentiated look and taking those two standard architectural styles to create something completely new with them by differentiating the interiors with our IMG New York City-type of look.

Photo Credit: Courtesy of Swire Properties

HR: Do you feel as if the adjustments to digitally staging units will be the future of design? Or will there be a shift back to the more classical style of staging and designing?

CE: I think that is where we were headed to an extent, but I think it accelerated that process. Virtual staging or digital rendering in a marketing sense is the opener, it catches people’s eyes and it makes them want to come to the space to see it. The closer is the staging in person because when you are in love with the space that you saw digitally and you show up to an empty space, there is a letdown and, “Where is that space that I fell in love with?” But if you can show up and see that same space in person and fall in love with it and move right in, that is the closer.

We also have a product where you can change the floors from wood to marble and more. The wall color, the wall coverings, you can change any aspect of the home digitally by pressing a button, making your own on-site decisions immediately, which is great for developers. If you are showing the optionality for new spaces and sales offices. You can choose this cabinet, that cabinet in real time, digitally. You can see what it would look like to live in that space with different options. I think it is going in that direction, but there will always be the need for the actual physical staging because A, the peace of moving right in and B, because when you show up, you do want to feel that warmth of just moving right in and having a home versus an empty space.

HR: So, the digital staging helps to get to the closing stage as you mentioned, right?

CE: You capture their attention. That makes them want to come in and see the space in person. It brings people in which is very important; it is step one. The closer has to be when they get there, when they open the door to have that emotional reaction, “Wow, this is where I want to be.”

Photo Credit: Courtesy of Swire Properties

HR: What tools or products do you have to streamline the staging process, and what reactions do you get from the buyers?

CE: We have a new product called Rendered-to-Reality, which we created to help get a home on the market quickly. We render it and then when we stage it in person a couple of weeks later. People are pretty shocked when they walk in and it literally is a seamless transition from the digital rendering to what they see in person. If they have come to see it, it is because they loved the rendering, and when they walk in, it is exactly what they saw in the rendering. They are really floored by that.

HR: How do you feel about working with Swire Properties and its residences?

CE: Swire is amazing. These buildings [Reach and Rise] are next level. They have built this whole city in Brickell, and it is so modern, warm, and elevated. It is just so impressive how they have built an entire community with these beautiful buildings and with wellness in mind.

The post Cheryl Eisen Digitally Stages Brickell City Centre Residences appeared first on Haute Residence by Haute Living.

Photo Credit: Courtesy of Swire Properties

The series of units getting the special treatment include 1-bedroom, 2-bedroom + den, and the 4301 Penthouse. The living and master bedrooms, furnished with Interior Marketing Group's pieces, can be purchased as they appear in these digital renderings.

Photo Credit: Courtesy of Swire Properties

The award-winning firm carefully curated and customized the digital spaces to give buyers a real-life glimpse at how their unit will look and feel before they ever step in it.

Photo Credit: Courtesy of Swire Properties

Interior Marketing Group is the largest full-service property marketing and luxury design firm in the United States. In addition to providing interior design services to luxury homeowners, IMG’s award-winning staging and interior marketing services enable the most coveted properties and developments in the world to sell faster and at greater multiples than the market's average. IMG is regularly featured in publications including Forbes, The New York Times, The Wall Street Journal, Architectural Digest, Interior Design Magazine, Inc. Magazine, Robb Report, Vogue, and on major television networks including BravoTV, NBC, CBS, and Fox.

Photo Credit: Courtesy of Swire Properties

Interested in previewing life in your Reach and Rise residence designed by Interior Marketing Group? Visit residencesbrickellcitycentre.com or contact the sales gallery at 305.250.0748. Reach and Rise Residences offer an assortment of one- to five-bedroom floorplans, starting from the mid $500s.

Photo Credit: Courtesy of Swire Properties

The post Digital Designs Of Reach And Rise Residences At Brickell City Centre Launch appeared first on Haute Residence by Haute Living.

“We have worked with Allan Malouf for over three years through our annual Art Basel activation, CASACOR Miami. I am always blown away with his level of creativity and how people gravitate towards his design during the exhibition,” said Maile Aguila, senior vice president of residential sales for the project. “With the Brickell neighborhood continuing to lead in condo sales in South Florida, we knew that we had to bring Allan’s forward-thinking design to offer our buyers a turnkey unit that only requires you to receive the key and feel at home. He created a cozy atmosphere in a refined way in our two-story penthouse at Reach Residence that still feels inviting and elegant.”

Photo Credit: Courtesy of Swire Properties

The Brazilian architect and interior designer curated the penthouse targeting the sophisticated and worldly buyers that have descended upon Brickell, the cosmopolitan center of South Florida, in the last decade. Malouf used dark wood-toned furniture. With touches of grey, golds, blues, and greens, the duplex residence breathes and shines. He also added wood to the walls for a cozy effect. The art selected to adorn the walls complements the unit with dimensionality and movement. And the bedrooms have an understated and glamorous look.

Photo Credit: Courtesy of Swire Properties

“I wanted to create a universal design that appeals to the couple who is looking for the utmost privacy, snowbirds who are looking to downsize or the entrepreneur who wants a bachelor pad,” said Allan Malouf with over 20 years of experience in architecture, interior design and real estate acquisitions. “To create the contemporary space, we played with earthy-toned colors, velvet, and rustic textures, brought in artwork from artist Andre Poli, select pieces from Pure Project Home and wood panels from the Ukraine, all to enhance the level of luxury this unit offers.”

Photo Credit: Courtesy of Swire Properties

Notably setting a new standard of city living with a stylish premier residence, the expansive penthouse includes 3,933 square footage of interior space with four bedrooms, a den, five-and-a-half bathrooms, custom furnishings and 8’10” to 10’10” ceilings. With upgraded appliance packages and breathtaking panoramic water and city views, the duplex residence offers seamless access for owners to indulge in two private outdoor terraces. On the first level, residents have a 2,814 square footage outdoor space that doubles up as a rooftop garden featuring an outdoor kitchen and private rooftop pool, as well as a 577 square footage balcony on the second level next to the master bedroom with a spa. Owners of the two-story residence are offered a show-stopping, memorable Miami living experience with the highest quality of glass directly accessible from living areas and bedrooms, floor-to-ceiling sliding glass doors, and magnificent over-sized and fully finished walk-in closets in the master bedroom.

Photo Credit: Courtesy of Swire Properties Photo Credit: Courtesy of Swire Properties

Earlier this year, Brickell City Centre announced that the purchase of a penthouse at Reach and Rise Residences came with a complimentary one-year membership to YachtLife, the first worldwide mobile app for chartering a yacht, and 1 Beach Club, the Tulum inspired open-air venue of 1 Hotel South Beach. The combination of the urban lifestyle of Brickell and beachfront access of South Beach makes the package a unique one.

Photo Credit: Courtesy of Swire Properties Photo Credit: Courtesy of Swire Properties

For those looking to live in the two residential towers, please visit www.brickellcitycentre.com/residences or contact the sales gallery at 305.250.0748. Reach and Rise Residences offer an assortment of one- to five-bedroom floorplans, starting from the mid $500s.

Photo Credit: Courtesy of Swire Properties

Photo Credit: Courtesy of Swire Properties

The post Allan Malouf Curates Reach Penthouse At Brickell City Centre appeared first on Haute Residence by Haute Living.

Photo Credit: Courtesy of One Thousand Museum

What’s the current status of the high-end home market?

The high-end is seeing a lot of demand and performing better than other market sectors right now. We have seen a ton of interest of late, and even logged over $100 million in transactions this year.

How has COVID-19 impacted this sector? Which markets are doing relatively well? Which have been impacted the most? How has it played out in towers/condos?

In March when the pandemic hit, there was a migration out of highly dense cities. One Thousand Museum saw immediate interest from states like New York, Connecticut, Illinois and California – some buyers who had been mulling over a home in South Florida and ended up expediting their timelines. While some vacation home shoppers opted for single-family homes over condos, the tower didn’t see any drop-off as its floorplans run upwards of 10K interior square feet, and include the benefits and conveniences of condo living.

Photo Credit: Courtesy of One Thousand Museum

What’s the investment outlook for this segment?

Not only is it a buyer’s market right now, but interest rates are historically low. It’s a great time to buy.

Will COVID cause more people to want second homes as a refuge/place to social distance, or will the economic uncertainty caused by COVID make buyers want to sit on cash instead?

Shelter-in-place has made people evaluate how and where they live. And while some have been more cautious and are taking a wait-and-see approach, real estate remains one of the safest investments.

Photo Credit: Courtesy of One Thousand Museum

How is the second home market different from the primary home market? What are the similarities?

The primary home market is also performing well, again due to the migration from highly dense cities. South Florida has been a popular destination for second-homes and permanent relocations, not just due to the pandemic, but over the past few years and spurred in part by the SALT tax and overall lifestyle benefits of the area.

What design elements and must-haves do homeowners want and expect?

Buyers right now are craving space, both interior and exterior, and they want either ocean views or access so even while remaining at home, they never feel cooped up.

Photo Credit: Courtesy of One Thousand Museum

For more on One Thousand Museum, call 855-663-6873 or visit www.1000museum.com.

The post One Thousand Museum Co-developer Louis Birdman Talks Real Estate Boom In Florida appeared first on Haute Residence by Haute Living.

Factors such as privacy, five-star services and amenities, world-class design and the availability of turn-key homes are key drivers for buyer demand at One Thousand Museum during this time. This full-floor residence offers new options and joins a select few highly-curated furnished homes on the market.

The residence was furnished by Luxury Living Group and designer Hernan Arriaga, featuring a neutral palette that plays perfectly against the use of color. As a "mansion in the sky," it is over 10,000 interior square feet in size, featuring five bedrooms, six and a half bathrooms, a private foyer and living area encased in glass. The residence also comes with its own home gym, media room, and a master "wing."

“We are thrilled that One Thousand Museum’s desirability continues to be recognized across the country, especially as now, more than ever, people are reevaluating where and how they live,” said Louis Birdman, co-developer of One Thousand Museum. “In addition to the flurry of interest from states impacted by the SALT tax, we’re seeing many of our new residents express priority over elements that only South Florida can offer, such as ocean views and access, ease of living, estate-style condos and competitive pricing.”

The debut of this full-floor penthouse follows a string on high-profile sales. Earlier this year, athlete, entrepreneur and global icon David Beckham closed on his own penthouse. That news was followed by World Cup Champion Paul Pogba, who also purchased his own unit at One Thousand Museum.

The exoskeleton-shaped building by the London-based firm that decorates the Miami skyline like no other ever officially opened in August of last year as one of the most anticipated developments worldwide. It has top amenities including an indoor-outdoor 1KM wellness center with state-of-the-art equipment by Techno-Gym, yoga facilities, a Spa with relaxation pods, and private rooms for spa services. The Aquatic Center on the 61st floor features an indoor lap pool. One Thousand Museum's Sky Lounge has ample space for private events and fine dining by the building's culinary team. The building has a dedicated Curator of Hospitality to attend after residents' needs on- and offsite.

For more on One Thousand Museum, call 855-663-6873 or visit www.1000museum.com.

The post One Thousand Museum Announces $100 Million In Sales This Year, Debuts Full-Floor Penthouse For $18.8 Million appeared first on Haute Residence by Haute Living.

Currently under contract, the House's penthouse suite was originally put on the market for $50 million last November, though its final sales price has yet to be revealed.

If it is anywhere near its original asking price, it will officially be the most expensive condo ever sold in the city (previously, the priciest exchange that had transpired in Miami was a penthouse at the Setai, bought for $27 million).

The extraordinary property has an 8,273 square-foot interior and 10,000 square feet of exterior space. Set atop the Faena House's marvelous 18-story structure, the gem features five bedrooms and bathrooms, two half baths, and, most notably, a private 70-foot rooftop pool. The buyer, whose name has not been disclosed, was reportedly attracted to the ample privacy the sprawling home offers.

The amazing condo is one of 47 exclusive units in the Faena House, which is one of the premium buildings in Alan Faena's Faena District development.

Once it is complete, the District--the brainchild of several notable architectures and interior designers, including Rem Koolhaas, Norman Foster, and film director Baz Luhrman--will have a refurbished Saxony hotel, retail spaces, and an arts center.

The post The Faena House Crown Jewel’s Record-Breaking Sale appeared first on Haute Residence by Haute Living.