Show homes are the most important sales tool for a developer. They are the first impression of a development as well as the property. It’s the place where potential buyers picture themselves living. A crucial first impression of a property’s potential. Our clients, Regal London, were assured that InStyle Direct would be able to speak to their target audience and drive quick sales of their units at their Fulton and Fifth development. The goal was to achieve high-end results without overspending or delaying delivery, a speciality of InStyle Direct. Read on to see how we balanced the budget with beauty and affordability to generate a strong return.
Balancing Design with Budget
We transformed the three-bedroom property into a show(stopping) apartment that appealed to young professionals and families, stayed within a set budget (thanks to mix and matching existing and new pieces), and was completed in time for launch. A hybrid solution that entailed combining existing furniture with newly sourced items kept costs under control while still allowing distinctive design direction necessary for a high-end show home. Continue reading to see how this successful show home went on to sell numerous units, achieving its purpose.
Target-Market Interiors
Fulton & Fifth is a unique canal-side location. It sits in Zone 4, with easy connections to central London, while offering greenery, water views, and a slower pace of life. The interiors needed to reflect that unique balance. The show home needed to be both aspirational and welcoming in order to meet its goal.
A bold rustic orange sofa formed the statement piece of the impressively sized property. This was paired with softer tones and natural textures such as wicker and rattan to juxtapose the elements. Light, slimline tables and shelving kept the space bright and open, maximising the natural daylight flooding into the property. A curved mirror was used as the playful focal point, playfully moving away from the straight lines of the architecture to add wittiness and contrast.
Calmer palettes were used for the bedrooms. Layered textures and feature wallpapers created a soothing environment with just enough going on to balance tranquillity with personality. In the master suite, two contrasting wallpapers framed by mouldings brought a bespoke element that set the room apart. The kitchen was given a lift through a herringbone tiled splashback, adding rhythm and energy without the need for structural changes.
A Hybrid Solution
Sustainability was as central to the design as style. Furniture from earlier projects was given a new lease of life, resulting in reduced waste and a more sustainable supply chain. The project was completed with eco-friendly finishes, including water-based paints and non-woven wallpapers to further the eco effort. The result was an eco-conscious show home that pushed the sale of many units.
Thanks to Severina, the project ran smoothly and safely, with InStyle’s Head of Design managing every detail from logistics to on-site protocols. The beautiful show home was delivered on time, well within budget, and without compromise on style.
Continued Collaboration
Regal’s Sales and marketing teams praised the result, commenting on how well it supported buyer engagement. The early sales figures reflect its impressive impact, and the developer is now featuring the show home across promotional material for the wider development.
This project demonstrates that with clever decision, and spending and saving in the right places, high-end does not have to mean high cost. With intelligent use of existing stock woven with carefully chosen statement pieces and a focus on being sustainable, the show home delivered beyond expectation. Collaboration continues beyond Fultom and Fifth as Regal London and InStyle make plans for further projects in the near future.
