Show Home Triggers a Mini Sales Boom in E14

A view of the River Thames alone is no longer guaranteed to boost sales in London’s E14, a neighbourhood which is heavily populated with amenities-rich high rises. Developers FEC reached out to us to create another show home in their 65-storey Aspen building. Show homes are a proven sales tool. They increase return on investment by helping buyers emotionally commit faster and with more confidence. This is why most developers now rely on high-quality show homes to drive interest, accelerate decisions, and maximise return on investment.

Corporate buyers expect something special

Located adjacent to London’s Canary Wharf, one of the world’s top financial powerhouses, the target audience included the world of global finance. Such high-flying individuals would expect quality and excellence. The design team’s plans centred around the need to demonstrate that high-rise luxury could be warm and inviting. The show apartment’s layout required a thoughtful layout and design, which is a speciality of the InStyle team.

Subtle décor that provides a welcome

The foundational décor was rendered in mellow, neutral tones, with furniture selected mainly from our design partner’s Diamond Package, which provides just the right level of exclusivity to deliver a good return. This was complemented by elements of their Gold Package, which controlled costs while maintaining standards.

Contrast and harmony give a contemporary look

The main pieces were light, ergonomic and a perfect fit for the particular dimensions of the flat. Inventive placement allowed the design team to partition the living space into zones for entertainment, relaxation, work and study. Soft furnishing accessories of gold, peach and blue contrasted with wall-mounted symmetrical images. Smooth and reflective window dressings helped filter any excess light. In the bedroom, the emphasis was on calming colours and organic shapes. Rusty ochres and bottle green cushions contributed to a look that simultaneously soothes and welcomes.

Deadlines met and value added

The efficiency and speed with which the teams delivered on their promised outcomes was greatly appreciated by the developers. Installation was unfussy and discreet which is huge plus point in a building such as this. Every effort was made to keep information flowing between the various teams and the client. The results were equally positive with multiple sales throughout the development. The stated aim of FEC was to showcase the scheme and initiate sales and that is exactly what happened. Together with our partners, we knew that if we could present a living experience that matched the stunning views, viewers would be motivated to buy. We are also confident that this success will lead to more collaborations between us, our design partners and the developer.