Virus Compels Real Estate To Get Creative At Virtual Marketing

If necessity remains the mother of invention, the needfulness borne of the pandemic has given birth to innovative developments in marketing and selling real estate.

Hamstrung by pandemic-era travel restrictions faced by both domestic and international buyers, real estate agents have had to go beyond their usual reservoirs of creativity to engage with prospects. Virtual tours are being used to showcase to these would-be buyers properties that in some cases have not been fully constructed.

An example is found at 2000 Ocean, the 38-story coastal luxury residential project tucked away in the Miami suburb of Hallandale Beach, Fla. Scheduled for completion later this year, the development is engaging with foreign and stateside buyers in a way that would have been considered unnecessarily avant-garde a little over a year ago.

The property features half-floor residences, full-floor penthouses and a duplex sky villa with private pool deck and 360-degree unobstructed panoramic perspectives. Three-bedroom, three-and-a-half-bath residences include dens, floor-to-ceiling glass walls in main living areas and sprawling terraces east and west. Prices start at $2.7 million. Buyers will savor a commissioned sculpture by artist David Harber and Sasaki-designed luxuriant bamboo and tranquility gardens bordered by lemon trees.

Developer KAR Properties CEO and founder Shahab Karmely has established a distinctive designer showcase displaying the work of eight interior designers enlisted to curate individual 2000 Ocean residences, while weaving in Minotti Miami furniture pieces. Each half-floor residence earning this design treatment features a different floor plan configuration, and a variety of levels and locations within the beachfront tower.

Eight design firms

The carefully hand-selected design firms that participated are International Designers by Rita Chraibi, Luxe Design Studios, Hallock Design Group, B+G Design, Tamara Feldman Design, Atelier De Yavorsky, Pepe Calderin Design and A++. 

Each design firm styled the living, dining and outdoor spaces within its respective residence. Beginning last autumn, 2000 Ocean began showcasing each designer’s unique vision for his or her residence. A series of renderings offer a peak into the layouts, distinctive perspectives and furnishings of each curated residence.

To offer an example, International Designers’ interior plan features a pair of living room areas, which permit grouping of all seating components and tables within the same space. Rita Chraibi’s vision statement makes clear this approach offers a more expansive opening to the outside area, with dramatic ocean views. The dual living rooms lead onto the terrace. When the windows are open, the resulting illusion is of floating within a villa suspended in air.

Minotti Miami was presented with the challenge of translating the project’s vision of luxury throughout the interior spaces. Seeing as how this represents Hallandale Beach’s first super luxury condominium, the firm’s higher-ups acknowledged they were presented with a bar set exceptionally high.

“Minotti’s extensive range of products and materials allowed us to create the perfect palette for the project,” said Minotti Miami partner Babak Hakakian. “Working closely with the designers, we were able to fulfill their unique visions for each space, in order to create something truly worthy of this remarkable waterfront property.” 

Maintaining vision

“In partnering with the Italian design showroom Minotti Miami for 2000 Ocean, we seek to bring about a marriage of Italian design and craftsmanship, in keeping with the vision we have for our property and our homeowners,“ Karmely pointed out. “In further exploring the Italian design house and the designs by Enrique Norten, we have partnered with eight interior designers to continue our search for the unique ways Minotti Miami can be personalized to work within the context of this secluded private setting.”

This post first appeared on Forbes.com. To see the original, click here.