Unlocking the Essence of 14 E 90th Street, PH West, New York, NY
Staging a home isn't just about arranging furniture or hanging artwork; it's about discovering the essence of the space, breathing life into its every corner, and showcasing the everyday experience of life in this home. At 14 E 90th Street, PH West—a property characterized by its expansive outdoor space, tall ceilings, incredible light, and stunning details—the staging process transcends the ordinary. We sat down with Jason Saft, founder of Staged to Sell Home, a leading boutique staging firm in NYC & Brooklyn, to provide an insider's look into the approach taken to transform this residence, exploring a captivating home that speaks to prospective buyers on a visceral level.
Unveiling the Soul of the Space
Every staging process begins with a profound exploration of the property's details. With over two decades of experience in real estate, Jason’s methodology is steeped in a deep understanding of what makes a home sing. Before he starts the actual design, he begins by examining what is challenging or lacking in the space and fixates on these aspects. Similarly, he identifies moments that make the home shine and amplifies them. For 14 E 90th Street, PH West, which provides a classic Carnegie Hill layout with distinct living spaces, the grandeur of the true great room—with its two exposures offering city views facing north and more intimate interior vistas—presents an opportunity to craft the experience of life in this home. This includes intimate conversations in detailed nooks or vibrant entertaining as the ultimate host.
Crafting a Harmonious Symphony of Styles
One of the hallmarks of this property is its lovely traditional details, which Jason beautifully contrasts with more modern and eclectic pieces to curate a distinct visual narrative. This story comes to life in the study, where richly stained ornate moldings provide the perfect backdrop for unexpected pieces like the aviator wing desk. Each piece is meticulously selected to accentuate the home's unique character. Embracing the ethos of the apartment, he juxtaposes elements in a manner that defies the typical yet resonates profoundly with perceptive buyers.
In each of the bedrooms, you’ll discover two eye-catching exposures framing breathtaking northern views of the city and its interior, anchored by furnishings designed to maximize the iconic backdrop.
“In one of the bedrooms we used the window as the "headboard" and repainted the room a dreamy saturated blue to create the sense of sleeping in the clouds.”
Jason Saft
Embracing Individuality Over Conformity
In a world inundated with cookie-cutter aesthetics, discerning consumers who seek a home of this caliber crave individuality. Drawing from his extensive experience in both real estate and design, Jason eschews generic staging practices in favor of crafting an immersive environment at 14 E 90th Street, PH West that creates a distinct sense of lifestyle. Individuals choose their homes with the same discernment as they do when selecting art. The generic options can blur together over time. However, a trained eye will understand the historical architecture and inherent details of this particular home.
To complement the expansive gallery walls, Jason embarked on a journey to find art pieces that capture the property's essence.
“In every project I think about combining & juxtaposing different aesthetic movements, textures, shapes and time periods to create something that feels as if it took a lifetime to curate.
I borrowed liberally from the idea of a penthouse originally constructed in 1929, but thoughtfully modernized recently mixed with the antique wood paneled library as a guide to pull from the present and move into the present with a mixture of abstracts, photography, antique etchings, sculptures and even the optical illusion like rug in the dining room.”
Painting a Portrait of Lifestyle
Jason designed the space with an art-loving couple in mind—one who cherishes Central Park and enjoys entertaining at home. He imagined them picking up their grandchild from Spence and having them over for an afternoon of painting in the painter's studio. Each piece, book, candle, pillow, and other decor items were selected with this imaginary couple in mind, enhancing the lived-in feel of the space. The residence boasts unparalleled proximity to The Metropolitan Museum of Art, and just as one stands captivated by a piece of art for 20 minutes, Jason envisions furnishing this home much as its future owner would, strategically adorning the walls with distinctive pieces to encourage hours of contemplation.
In essence, staging 14 E 90th Street, PH West transcends the realms of mere design; it's an art form unto itself. Through meticulous attention to detail, the true spirit of this remarkable residence is unveiled, captivating those who step foot within. The challenges of staging an apartment with 360-degree exposure and a wrap terrace are seen not as obstacles but as opportunities to create something worthy of this one-of-a-kind setting.