Since the W New York Downtown Hotel & Residences once offered up a free apartment, it's hard for any of the building's marketing schemes to surprise us. So color us intrigued by the latest one instead. The Journal explains the W Downtown's new strategy, which involved real estate marketing maven Louise Sunshine going shopping for furniture. Specifically, Sunshine found animal-skin throw rugs, original artwork, grass cloth wall coverings, big-screen TVs, and high-end sheets, all so that W Downtown buyers would have options for pre-furnished condos. Sales have been improving since the furnished pads debuted: four closings since mid-December and seven units freshly in contract.
· 'Furnished' Gets New Meaning at W Tower [WSJ]
· W New York Downtown Hotel and Residences coverage [Curbed]