Publishers Pony Up for Plush Manhattan Show Houses
Hearst, Hachette lock in top-notch real estate for annual programs.
Ailing economy? Down housing market? One might not recall such conditions looking at how some magazine publishers are locking up plush Manhattan residences for events and brand extension initiatives.
Again this fall, Hearst is planning its annual Esquire âUltimate Bachelor Padâ in Soho, featuring a 9,200-square-foot, glass-walled penthouse at Soho Mews, with an opening gala set for September 21 to celebrate the New York Film Festival.
The price tag for the penthouse? According to nyc BLOG estate site, Soho Mews' rentals range from $7,000 to $20,000 per month. Two years ago, Esquireâs Ultimate Bachelor PadâEsquire North, located in Harlemâcost $8.5 million.
For the first time ever, The Mews will also host Hearstâs fourth year of âDesigner Visionsâ program, opening on October 13, where each designer decorates a townhouse in âCinema Style.â Each of Hearstâs three shelter titles has paired with a designer who will choose a movie to be representative of the show homeâs dĂ©cor: House Beautifulâs designer Thom Filicia chose The Big Chill; Town&Countryâs Richard Mishaan selected Dinner at Eight; and John Saladino for Veranda went with Girl with a Pearl Earring. Once unveiled, buyers will have the opportunity to purchase these living spaces.
Hachetteâs Metropolitan Home will also keep its âShowtime Houseâ alive for a second year (after winning FOLIO:âs 2008 silver FAME Award for Best First-Time Event) with twin penthouses in the Tribeca Summit building. Designers will transform the 14,000-square-foot indoor and outdoor space into rooms based on Showtime series, like Californication, Dexter, Nurse Jackie, The Tudors and Weeds [pictured], and open to the public from September 12 to mid-October.
Regardless of the price, the fact that publishers are still signing on for show housesâparticularly when the shelter category has been hit the hardestâis one of the few industry bright spots. Fall parties at the Mews, anyone?
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