Luxury at Every Price Point: Including Smaller Ones

Filed in Awards, Business Management by on August 7, 2018 0 Comments

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The Nationals 2018 Best Interior Merchandising Gold Award winners have sales prices from the upper $200,000s to over $1.5 million. Despite the difference in price, they have several things in common.

Today’s shopper has come to expect sophisticated design everywhere they shop for home furnishings, from Target to by-appointment-only specialty stores. The award-winning merchandisers rose to the challenge of creating a luxury feel for shoppers on a budget, and for the higher-end buyer, creating a home that blurs the line between indoor and outdoor living, making every day feel like a holiday.

The Avion at Denver Connection Horizon Collection 22A1 came home with Best Interior Merchandising of a Model Priced Under $300,000 Gold Award during The Nationals gala awards event at the NAHB 2018 International Builders’ Show in Orlando for builder William Lyon Homes and interior designer Possibilities for Design.

This model home has a clear target market: a confident, single woman who is design-driven and seeks affordability. With just three areas to furnish (two bedrooms and a combined kitchen/dining/great room space), the merchandisers had to quickly capture the heart of this buyer.

The challenge was to create exciting design with finish packages that were within the buyer’s budget.

The home’s tailored, neutral design uses soft gray, crisp white and glass accents to ground the great room while keeping the dining area open and bright. The art work maximizes the length of room by leveraging raspberry contrast to draw the eye and capture full length of space.

An oversized dining table accessory draws attention away from the absence of a light fixture. The trim detail on the TV wall can be easily replicated by the buyer: It evokes a classic style without complication, adding texture and depth to entire space.

The master bedroom must immediately connect with this buyer and create a “must-have” emotion. A very modern execution of white-on-white combines a design-centric chandelier and sophisticated art to turn a small room into a glamorous retreat.

This buyer may need a roommate, so the second bedroom’s design incorporates an upbeat orange accent and bold artwork to signify personality.

All paint was part of the builder’s offering; no custom colors were used. All finishes were packages provided by the builder. This makes the high design achievable by the buyer at this price point.

The annual awards program is presented by the NAHB National Sales and Marketing Council. Entries are now open for 2019.


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