When it comes to selling luxury real estate, the traditional approach often involves staging a property with elegant furniture and decor to entice potential buyers. However, Paul Lester, a partner at The Agency, has taken a different approach by integrating high-end art into the homes he lists. In a bid to elevate the overall experience for buyers, Lester has curated a collection of “significant” contemporary artworks to be displayed in the luxury properties he represents. This fusion of art and real estate not only adds aesthetic value but also serves as a unique marketing strategy that sets these properties apart from the competition.
Lester’s innovative strategy was first put into practice over a decade ago when he organized a property viewing in Beverly Hills that doubled as an art exhibition. The success of that event paved the way for a continued partnership with artists and art consultants to feature carefully selected works in the luxury properties he lists. Currently, Lester is showcasing brand-new luxury homes in Beverly Hills, designed by Olson Kundig, each boasting a full collection of art and designer furniture. These homes, known as The Houses at 8899 Beverly, are priced starting at around $5 million and offer buyers the opportunity to purchase the art and furniture along with the property itself.
Selecting artwork for luxury properties is no small task. David Knowles, founder of art consultancy Artelier, emphasizes the importance of ensuring that the art complements the interiors of the home seamlessly. Artelier often commissions pieces that reflect the location of the property or are custom-made to fit the space perfectly. This personalized approach to selecting art for real estate projects goes beyond mere decoration, aiming to create a cohesive and compelling living environment for potential buyers.
Artelier serves as a bridge between artists and developers, helping both parties navigate the intersection of luxury real estate and art. Knowles highlights the need for artists to recognize the value of their work as a luxury product while also managing clients’ expectations regarding bespoke pieces. By facilitating partnerships between artists and property developers, Artelier contributes to the creation of unique and visually engaging living spaces that appeal to discerning buyers with a sophisticated taste in art.
For Lester, the integration of art into luxury properties presents an additional opportunity for storytelling and marketing. By highlighting the artists featured in The Houses at 8899 Beverly, Lester creates a compelling narrative that adds depth and intrigue to the properties he represents. This integrated approach not only enhances the overall appeal of the homes but also allows potential buyers to connect with the art and the stories behind it, creating a more immersive and engaging viewing experience.
The fusion of art and luxury real estate offers a fresh and innovative approach to property marketing and sales. By curating carefully selected artworks for high-end properties, agents like Paul Lester are able to create a distinctive selling point that resonates with affluent buyers seeking a truly unique living experience. Through the intersection of art and real estate, a new realm of possibilities emerges, where homes become not just spaces to live in but works of art in their own right. This evolving landscape of luxury property marketing underscores the importance of creativity, vision, and collaboration in the competitive world of high-end real estate.
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