A series of ultra-high-end model units just debuted at 180 Water Street, a FiDi rental tower that began leasing in February. Andrew Bowen, staging director at premier real estate development and design firm ASH NYC, staged the 10 units with the help of Douglas Elliman Development Marketing’s Marketing SVP Sarah Patton. The units occupy the ninth floor of the 29-story tower and are down the hall from the leasing center. The modernity and sophistication yet simplicity of the units reflect the contemporary luxury aesthetic at 180 Water, converted from commercial to residential by MetroLoft’s Nathan Berman. The rental tower sits at the heart of the Financial District, an area that has transitioned to a center of luxury living and culture.

“We were inspired by a wide range of sources; interior design publications, of course, are key but we also pay close attention to what’s going on in the worlds of fashion, food, art, music, and more. Each model residence has a unique spirit and personality and is based on a real character that we develop in conjunction with the marketing and leasing teams,” said Bowen. “It’s extremely important to us that all of our spaces are memorable, interesting, and above all, completely unique.”

The uniqueness of the units is indisputable, as the model units have helped drive leasing at the building. “Research has shown that most people are not able to fully visualize the capacity and potential of a vacant space. Therefore, it’s important to show them very clearly what they can do, especially in urban settings, where space is at a premium and every inch counts,” Bowen said.