HGTV’s “Selling New York” follows CORE agents as they navigate the country’s most competitive—and compelling—real estate market. Here’s our behind-the-scenes look at Episode 406, which first aired on November 17, 2011. For more SNY epilogues, click here.
In “Center Stage,” CORE’s Tom Postilio proves that multitasking is a must when putting a $13.65 million property on the market. After being brought on to consult on the design and layout of a fully renovated Chelsea townhouse at 233 West 20th Street, CORE CEO Shaun Osher introduces Tom as the go-to broker who will stage all 7,000 square feet of the property and host a unique open house to launch the listing. As construction in the townhouse is still underway, Tom brings in his close friend and expert interior designer, Laurie Messman, to walk through the property before staging it to a tee. Just days after consulting with Laurie, and thinking that time is on his side, Tom learns that the developer wants to throw a grand party before the upcoming holiday weekend, only days away. Facing serious time constraints, Tom reaches out to a wide variety of contacts to pull off an event that includes food and drinks, live music, a gallery installation and even an on-site graffiti artist designing an amazing mural.
Keep on reading for some exclusive behind-the-scenes information about what didn’t make it into last night’s episode of “Selling New York” and what happened after the cameras stopped rolling!
1) Developers call the shots–holidays or not. Planning an event that incorporated the full staging of a 7,000-square-foot townhouse, an art gallery installation, live music and a graffiti artist had Tom’s hands full, but when a developer says “launch,” it’s time to hit the ground running. Within two weeks, Tom enlisted the help of his team to pull out all the stops in ensuring that the unveiling would happen before a holiday weekend, and more importantly, be so alluring that invitees would attend instead of extending their own holidays. Although the townhouse was still getting some of its finishing touches days before the event, it all worked out in the end and the launch was a success.
2) A one-of-a-kind home needs a one-of-a-kind touch. It’s not every day that a broker decides to have a renowned graffiti artist create a mural on the side of one of their listings, let alone create one during a party. As if the perfect view of the Empire State Building wasn’t enough for guests to feast their eyes on while enjoying cocktails on the roof, the mural added another impressive and one-of-a-kind view to the townhouse. Tom flew in Detroit-based graffiti artist MALT to add this unique touch.
3) It’s all fun and games until New York City’s finest show up. As the launch party was underway and MALT was busy creating his mural, the NYPD spotted him spray painting on the roof and responded, unaware that the artist was commissioned to do the piece. In the end, however, the bird on the side of 233 West 20th Street was perched there very briefly. It was painted over the next day at the request of neighbors.
4) A secret piece of art for the ultimate collector. The townhouse was originally owned by the famed abstract artist Hans Hoffman. When the developer first bought the property, he found a perfectly intact mural that Hans created on one of the home’s inner walls. Although the mural is now covered up by sheetrock, it’s just waiting to be uncovered.
5) Sometimes good friends are better than a good plan. Throughout the episode, Tom’s friend Laurie Messman, a designer and partner in the sleek and stylish furniture company Ligne Roset, offered expert advice on staging the townhouse. Once that was taken care of, Laurie put Tom in touch with another friend, art consultant Michael Sellinger, to find the perfect pieces of art from Lyons Wier Gallery to fill the townhouse’s gallery space. In turn, Michael, Laurie and Tom decided that the MALT mural would be the perfect complement to the launch party, and that Tom’s jazz band friends would be another great addition, proving that it pays to have friends in high (and convenient) places.