"Jason Saft has a dark mustache and wields a utility knife with a rainbow pattern bedazzled on one side and the phrase " BOSS BITCH " spelled out in rhinestones on the other. He is the founder of Staged to Sell Home, a company that turns stale, unsold New York City properties into aspirational eye candy so that they get snapped up by buyers. He's been described as a magician."
"Saft's decorating tactic is very specific to each apartment. "The first step," he says, "is sitting in the space and asking, Who is the target audience?" Maybe start with a little sage, "to get the ghosts out," and then begin to envision whom you're staging for. Then do a fresh paint job. But not a depersonalized, ubiquitous white; Saft hates that conciliatory blandness. "White on white on white," he calls it. "It's just like the home page of Wayfair. Everything is dull and banal.""
Jason Saft stages New York City apartments by first identifying the target audience, sometimes using sage to cleanse a space and then imagining future occupants. He applies fresh, non-ubiquitous paint, prefers bold color-drenching over bland white, and alters lighting to eliminate harsh or flickering fixtures. He brings in textured, comfortable furniture—mohair sofas, richly textured armchairs, cozy beds with plump pillows—and curated accessories like well-worn books to create lived-in, aspirational environments. The objective is to prompt prospective buyers to map out daily life in the space, feel at home emotionally, and become motivated to make an offer quickly.
Read at The New Yorker
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