10 Sullivan Street, SoHo
Partial Staging for a Full-Floor Condominium
We were brought in to partially stage a full-floor residence at 10 Sullivan Street. It went into contract in under 30 days.
The Challenge:
In boutique condo buildings where multiple units share the same layout, differentiation is subtle but critical. The A-line at 10 Sullivan has great volume, strong light, and a distinctive curved living room. On paper, it’s compelling. In person, it wasn’t fully resolved. The scale of the main living space was working against it. Without a clear structure, buyers had to do too much interpretation to understand how it functions. And in this market, that moment of hesitation matters. The goal was to make the space read immediately.
Living Room (before)
Living Room (after)
Our Approach:
This was a partial staging, but a meaningful one. We layered around a small number of existing pieces from the seller and brought in the majority of furnishings and art. Our approach wasn’t to fill the space. It was to give it structure. Every decision was about proportion, placement, and how the room actually wants to be used. We let the architecture lead, but made sure it had something to anchor to.
(before)
(after)
Bedroom (before)
Bedroom (after)
Living Room Strategy:
The living and dining area is where the apartment either works or doesn’t. The curvature and light create presence, but without definition, the room can feel open-ended in a way that’s hard for buyers to process. Only a few pieces were in place, so the scale wasn’t registering. We introduced additional furnishings to establish clear zones and correct the proportion of the room. Living and dining became distinct but connected. Circulation made sense. The room started to feel intentional instead of abstract. Buyers didn’t have to solve it. They could just walk in and feel how it works.
What Changed:
Once the layout clicked, everything else followed. The volume felt balanced. The flow felt natural. The apartment read as calm, livable, and considered. It went into contract in under a month and was also featured in Robb Report.
Living Room (before)
Living Room (after)
Why this Worked:
In luxury resale, staging isn’t about adding more. It’s about knowing exactly where to intervene. In buildings like this, where buyers are comparing near-identical layouts, clarity is what drives decisions. When the space reads without effort, momentum follows.
