In Design, Eastern Suburbs, Interiors, Project Marketing

High-End Styling is no Longer a Luxury When it Comes to Effective Project Marketing


Charlie Hinkfuss, founder of admired interiors design studio, MCM House, believes that social media has inspired a more sophisticated aesthetic.


The rise of social media, coupled with a real estate-frenzy, has exposed the teaming masses of aspiring Sydney property buyers to a new level of design. Now, in one of the world’s most expensive property markets, a high-end interior is no longer an option in marketing projects; it’s a necessity, says MCM House founder, Charlie Hinckfuss.

Tastemaker and founder of Sydney’s celebrated MCM House, Hinckfuss insists that Sydney’s property market has reached a point at which beautiful styling is an absolute pre-requisite to being competitive. And, having custom designed furniture for the likes of The Grounds of Alexandria and Aria through to Bondi’s popular Da Orazio and Cornerstone’s Casba development, it’s safe to say Charlie is a designer with his finger on the pulse.

“The market is more
design-aware than ever
before and developers
must be too.”

According to.” Charlie, “Sydney buyers are exposed on a daily basis to an increasingly sophisticated design aesthetic through social media, real estate news feeds and free-to-air segments, like Channel 9’s The Block.”

“The ongoing rise in property prices and Australia’s preoccupation with home-ownership has led to a gentrification of suburbs that ten years ago wouldn’t have been on the consideration list.” Says Charlie.
“Parramatta, for example, has seen something of a renaissance over the past few years, with increasingly sophisticated offerings in real estate as well as hospitality and night life.

“We’re seeing the same theme across generations, where the 35 – 55+ demographics often share a similar aesthetic, based on what they are being fed through common media channels – and all of it is high-end stuff.”

The least costly component of the sales process

“With $750k being pretty much entry level for Sydney property buyers – and developers aiming for 20-30% profit margins on multi-million dollar developments, surely the styling on every off plan development has to be outstanding, given the relative cost.

“Developers should be looking to distinguish their properties and themselves through interiors that reflect the spirit of the time and area in which they are operating.” Says Charlie.

“Look for versatility
and broad appeal
in your styling”

MCM’s approach is one of luxurious simplicity, or “eco Luxe”. An aesthetic that is minimalist in design, rich in texture and designed to support interesting individual pieces and a wide variety of interior architecture and personal tastes.

“Our pieces have a hand crafted quality, that exude a sense of nostalgia and sentiment, while offering individual developments a simple canvas upon which we build an appropriate lifestyle story to help potential buyers imagine the potential for their own aspirations.”


 A reflection on the developer’s brand


One developer who Charlie holds as a standard bearer in terms of styling and finish is Michael Grant of Cornerstone Property Group, developers of Danks Street’s Casba, in which he had a hand, as well as various successful inner city projects, including Holt & Hart, Number 1 Lacey and the Griffith Tea House.

“More than most, Michael understands the value of an aesthetic that is unique and thoroughly in keeping with the idiosyncrasies of each development – and this reflects on the Cornerstone brand, positioning them as an innovator and leader in their field.

“Cornerstone developments are now associated with a degree of prestige, high end design and quality, which has a rub off effect on every project they undertake.” Says Charlie.

MCM House has recently opened in Bondi Beach, and word has it that a new location is on the cards, offering a New York/Hudson River style product that promises to be an exciting new opportunity for developers with a degree of enthusiasm for innovative commercial design.


To discuss styling for off plan sales, Contact MCM House on 9358 0800


       To discuss styling with Charlie:

       +612 9358 0800


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