Challenges: Go beyond the typical, static real estate imagery. Evoke a feeling of FUN to attract younger wealthy buyers.
A real estate broker asked me to produce a photoshoot to help advertise the Meridian Condomium Towers to a wealthy clientele from all over the world. Many of the buyers use the Meridian as a second or third home, or as an investment.
Each Meridian condominium has been specifically designed to the buyer’s taste. The common areas are decorated in a Hollywood Regency style. Amenities include concierge service, white-gloved doormen, valet parking, an art gallery, and more. The units are very large; some buyers have bought 2 or 3 units and merged them into a single unit. The building has dedicated entrances for pet owners and for servants.
My client, who manages the complex and brokers the sales, wanted to attract younger buyers. There was a recession under way, there was substantial competition in the local condo market; it was very much a buyer’s market. She hired me to produce a series of photoshoots that gave a Wow effect, to justify the multi-million dollar condo prices.
I arranged a photoshoot in one of the condo complex’s most modern kitchens. The theme was Lingerie in the Kitchen — a little naughty, but fun. To achieve a sensual but classy effect, I staged the kitchen with expensive champagne glasses, bottles of champagne, French desserts, and flowers.
We did other photoshoot series as well.
The effect was so successful, that the client hired me again, to produce a private event to market one of the condo tower’s most expensive units to her most selective clientele. She asked me to stage a 900 sq. ft. closet with beautiful evening gowns, furs, lingerie, shoes, exquisite jewelry, millinery, cocktail wear, and gloves.