Real Estate brokers recently celebrated and congratulated Jonathon Adler on the two condos he designed using his own line of home furnishings and decorative pieces. Jonathon Adler’s whimsical spaces are absolutely Great Design.
On a recent evening, a crowd of real estate brokers, cocktails in hand, gathered at 225 Rector Place in Manhattan to toast the evening’s honored guest: celebrity interior designer and TV personality Jonathan Adler, who had recently staged two model apartments in the building with his name-brand line of furnishings.
The party was also something of a relaunch for the building, located in Battery Park City, by the current developer, Related Cos. A previous condo-conversion attempt had flopped in 2009 after another developer defaulted on its debts. But Related recently announced that about 50% of the apartments have sold since sales reopened in June—thanks, in part, they said, to Mr. Adler’s involvement.
As the real estate industry continues to rebound from the downturn, developers are finding that celebrity names offer a competitive edge in the luxury market. And while star branding certainly isn’t new, developers these days are increasingly bringing in “big names” for the little stuff—the details that often sell apartments.
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Written by Stefanos Chen