Using art to sell high end real estate has been a big trend in Miami for some time but now the tool box seems to be gaining favor in other parts of the world. The South China Morning Post looks at developments in Las Vegas, Los Angeles, Hong Kong and farther afield:
“People who buy high-end real estate tend to have art and culture as a huge part of their life,” said Randy Char, senior vice-president of operations at the luxury One Queensridge Place condo in Las Vegas. “We definitely had that in mind when we designed the building.”
As a result, the walls of the show flats in the development – comprising two 18-storey towers with 219 units – are covered with artworks, many culled from local galleries.
Often, said Char, new buyers buy the flats with the artworks still in them. […]
In the prestigious areas of Beverly Hills, Bel Air and Holmby Hills in California, SRE Investing, which designs and builds luxury homes, puts valuable art on its walls so target customers can see the possibilities. “When you’re showing a buyer a home, don’t ever ask them to imagine anything, because virtually nobody can,” said Seth Phillips, the company’s chief operating officer.
High-end US developers use valuable artworks to draw in potential buyers (South China Morning Post)