Before us, this penthouse had spent almost a year on and off the market, suffering two price reductions totaling $500,000 and burning roughly $54,000 in maintenance fees. 274 days listed, and it still couldn't find a buyer. We were brought in alongside a new agent to help relaunch the property. With our staging, the same penthouse went into contract in a record-breaking 10 days.

The brief was simple: stage it for the trendy, sophisticated buyer this stretch of SoHo actually draws, not a generic one. We styled every room to the way that buyer lives.

Nothing about the penthouse itself had changed, just the way it was shown. That was all it took.