The Background

Frasers Property and Savills collaborated with InStyle Direct to create two high-end show homes for their premium development, Riverside Quarter. With extensive experience furnishing high-performing, high-end show homes across London, we were brought in to deliver a modern, targeted interior solution that would elevate presentation, strengthen buyer connection and drive immediate sales activity.

The Challenge

The brief required more than beautiful interiors. The show homes needed to be intentional to appeal to the target audience in line with the value of the properties within the development. They needed to embody the development’s branding and demonstrate cohesiveness while maintaining a unique identity. A contradiction that can be difficult to master if not executed smartly. The goal was to showcase potential and demonstrate how personality can be applied through considered furnishing solutions and intelligent layouts.

The brief had to achieve the following:

• Appeal to a specific niche of buyers
• Showcase lifestyle in line with the target buyer
• Instantly elevate perceived value and show true potential
• Prompt, decisive action from viewers for the best return on investment
• Be delivered efficiently and to a standard in line with buyer expectations

Our Approach

Our talented in-house designer, Emma and our in-house installation team worked together to deliver a solution that was as creative as it was effective. The cohesive design for both units focused on:

• Warm, distinctive and contemporary palettes
• Striking silhouettes and layered textures
• Smart, lifestyle-led layouts and floor plans
• Thoughtfully sourced accessories that added value
• Suitable window dressings to enhance natural light and create a specific mood

Show Home Residence One

Show home One balances colour, texture and warmth to deliver a home that’s as tactically luxurious as it looks. Show homes are meant to be felt as well as seen, and Emma, the lead designer, deeply considered this. A teal velvet sofa, sculptural coffee tables and a statement walnut sideboard add depth to the living area. Boucle seating was chosen for the dining area, and abstract artwork for a modern home with a gallery appeal. The bedrooms offer a cohesive contrast: one features an olive statement headboard, and the other is softened with blush and taupe. The atmosphere was designed to feel both polished and relaxing, encouraging viewers to linger and connect emotionally with the space.

Show Home Residence Two

Show Home Two boasts a slightly more neutral colour scheme. A focus on soft curves, warm neutrals and sunlit textures creates a calm space complemented by sheer drapery and sculptural features that take the spotlight. The bedrooms are an extension of Emma’s direction, partnering muted greens and gorgeous taupes along with lots of layering for intrigue. The scheme itself offers quiet sophistication in line with the target buyer.

Cohesive Yet Individually Defined

Both show homes were designed with a similar design language, intentionally crafted with Emma’s signature style of refined textures and contemporary silhouettes, with an overarching modern approach. Still, each residence has its own charm, showing the scope of possibilities. One expresses a slightly more maximalist approach with colour pops, while Residence Two lets texture lead the designs. This dual approach broadens appeal, allowing different buyer types to immediately connect with the home that best matches their lifestyle.

The Outcome

The show homes were an immediate success, driving buyer interest and directly leading to unit sales within the development. Their modern styling, interesting layouts and high-end finishes made decision-making easier for viewers. Early enquiries were changed to committed purchasers. From the moment of their installation, both show homes proved valuable sales tools.

Long-Term Impact

The two furnished properties serve as crucial presentation tools within the development, strengthen buyer confidence, and support the sale of any remaining units. Their cohesive yet distinct design directions gave sales members the flexibility to target the right demographic. The show homes and their success reinforce the value of professionally furnished show homes in driving development return.