Interesting Use of a 3D Rendering To Market a Property

While reading an article in the Sun Sentinel we came across a mention of an art-friendly building going up in NYC. 650 Sixth Ave., a seven-story building with an art gallery on the ground floor that feature new artwork on a monthly basis.

Here’s the cool part…

If you go to their website you can drag a painting from room to room to see where it would look best. Conceived by Michael Shvo, the innovative builder and marketer, this building is set to be one of a kind. is a big fan of the marketing techniques of Michael Shvo and would love to introduce him to our Custom 3D Walkthroughs and 3D Floor Plans for his future developments.

Manhattan condo amenities hit new heights
Sandy rooftop beaches and bocce courts

By KAREN MATTHEWS | The Associated Press
July 30, 2007
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E-mail Print Single page view Reprints Reader feedback text size: NEW YORK It used to be that a full-service apartment building in New York meant a doorman, a roof garden, maybe a gym.

These days, the can-you-top-this amenities include chic screening rooms; covered dog runs; golf simulators where you can practice your swing in front of a screen; wine cellars; bocce courts; rooftop beaches with sand and hammocks; and your own personal “art concierge” to dispense advice on what to hang on your walls.

With Manhattan’s luxury real estate market awash in money from rich foreigners and Wall Street investment bankers with big bonuses to spend, developers are competing hard to attract tenants.

At William Beaver House, a 47-story tower under construction in lower Manhattan, developer Andre Balazs — the hotelier and sometime Uma Thurman boyfriend — has promised valet parking, a covered dog run and a cinema with purple-upholstered lounging areas for recumbent movie viewing. Apartments there range from $900,000 for a studio to $2.6 million for a three-bedroom.

Nearby, at a building called 75 Wall Street, maids from the hotel on the lower floors will be available to make tenants’ beds. On the 42nd-floor rooftop, there will be a solarium, lounge, sandy beach, hot tub, hammocks, grills and a lounging area with a fireplace and a kitchen.

“Without a doubt, amenities have become an essential element,” said Kelly Mack, the president of Corcoran Sunshine Marketing Group, which sells luxury condos. “There’s a need for them to be customized as part of the lifestyle package specific to each building.”

The past few years have seen a surge in residential development in New York, as builders have put up new towers or converted commercial space into apartments.

According to census figures, 31,599 permits were issued for privately owned residential units in New York City in 2005 and 30,927 in 2006, the highest two-year total since the 1960s.

The high end of the market is particularly strong, for reasons that include the abundance of cash on Wall Street, and the slumping dollar, which has made Manhattan real estate a relative bargain for foreigners.

Charles and Jane-Mary Stewart live on a 13-acre farm outside Belfast, Northern Ireland, with three ponies, a horse and a donkey. They wanted something more urban for their second home.

“My wife and I just love New York,” Charles Stewart said. “We’ve been quite a few times.”

The couple — he’s a lawyer, she’s a doctor — selected a spacious one-bedroom condo at 650 Sixth Ave., a seven-story building with an art gallery on the ground floor. While they were at it, they picked up a $35,000 painting of diamond-studded dog tags by Israeli artist Nir Hod to put in it.

“I think it’ll be a great combination,” Stewart said. “It just spoke to me.”

The Stewarts’ 67-unit building is a gut renovation of an 1892 Beaux Arts structure in the historic shopping district known as Ladies Mile. Apartments start at $930,000 for a studio. One-bedrooms are around $1.3 million and two-bedrooms start at $1.6 million.

“Month after month you’re going to be able to walk through the lobby and see something new on the wall. And if you see something you like you can buy it,” said real estate marketer Michael Shvo, who was hired to conceive the project.

The gallery will also offer art collecting advice to residents. And the building’s Web site lets you drag a painting from room to room to see where it would look best.

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