Metropolitan Home is one of the latest magazines to dip its brand toes into the housing market.
The magazine has teamed up with Showtime to create “the ultimate multimedia showhouse” in New York’s GramercyPark neighborhood. They’ll transform a $20 million, 8,800 square foot Greek revival townhouse into a “chic, upscale residence,” where they’ll hold parties, tours and other events.
Met Home is far from the first magazine to do this. Esquire this fall created its “ultimate bachelor pad” in Harlem, overlooking Central Park, and sold sponsorships to brands like Louis Vuitton, Jaguar and Versace. It was Esquire’s fifth year creating these so-called “Signature Spaces.” Esquire had raised $2.9 million for charity in the four years prior.
And of course, they’ll showcase sponsors’ products. Some of the brands already signed on include Benjamin Moore, Thermador, Jacuzzi, Bo Concept and others in the housing and home improvement categories—a tough-sell for many publishers right now. (The magazine will also donate proceeds from tour ticket sales to a non-profit organization.)