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Whoever Staged This 2 River Terrace Penthouse Did a Great Job

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Laugh all you want at the staging of this 4,000-square-foot 4BR/5BA atop Battery Park City's 2 River Terrace, but it's actually some genius-level meta-strategy. Think about it: what furniture configuration could possibly make this apartment seem more huge than two leather couches shoved into a corner and a tiny table with four chairs and a bench crowded around it? It almost looks more empty than if it was actually empty (which, it is apparently worth noting, is an option when you're listing apartments). As if to rub it in, the floorplan features a host of carefully placed, nonexistent furniture items, including a grand piano.

The apartment is listed for $15 million after last selling for $7.9 million in 2009.

· Listing: 2 River Terrace #RH8 [Streeteasy]
· Other Adventures in Marketing [Curbed]