As the real-estate market continues to expand, competition in the industry is heating up. Developers in urban areas are promoting properties that feature prominent architects and designers who collaborate to create a contemporary lifestyle experience for tenants. The strategy for selling these properties is diﬀerent than the traditional real estate model. Sales “galleries” now integrate the architect/designer’s vision into a curated experience that features innovative audiovisual solutions for prospective buyers.
LeFrak is a real estate development firm with numerous residential properties on both the United States East Coast and West Coast. They are best known for building communities in the New York area, such as Newport in Jersey City, N.J. When completed, Newport will feature 12 luxury high rise buildings located along the Hudson River just minutes from New York City. With picturesque architecture, stunning views of Manhattan, and a long list of amenities, Newport is already a major success for LeFrak.
LeFrak’s Newport sales gallery opened in 2019 in conjunction with Phase 1 of the property development. The gallery’s branded environment is not just designed to educate prospective tenants about the benefits of living in Newport, but to also excite and inspire them. A key feature of the LeFrak sales gallery is the suite of multimedia tools that enable their sales team to tell the Newport story. Guests can learn about Newport through self-guided interactive touch screens, see an interactive sales presentation on a large video wall customized in real-time by one of the staﬀ (driven through a hand-held tablet), view pre-produced videos to learn about the property through passive video walls, and even view a 3-D model of the property with LED lighting elements highlighting key locations (also driven through a hand-held tablet).
Show+Tell designed, engineered, and installed the AV solutions for the LeFrak Newport gallery, as well as for other local real estate sales organizations. Each installation includes an array of multizone audio speakers, a large video wall, a mix of smaller video screens of diﬀerent shapes and sizes, and physical 3-D models of buildings/properties with LED lighting elements. This combination of components — along with an interactive presentation system — enables sales teams to create custom presentations in real-time on the large video wall using a mobile device.
Luxury real-estate buyers are a sophisticated audience. Immersive, branded sales environments that feature a mix of innovative audiovisual solutions and curated sales presentations, executed at the highest level, can leave a lasting impression on buyers with high expectations.