One apartment three ways

Posted on Fri, 14 Nov 2014 by midcenturyjo

One report, three interior stylists, one apartment, three ways. When Sweden’s leading real estate brokerage firm Fastighetsbyrån wanted to know what effect styling a home for sale had on the price and how fast it sold they enlisted the aid of design psychologist Sally Augustin. Her report shows that home styling works if done correctly. The buyer must connect consciously and unconsciously with the home. They need to imagine themselves living there, moving right in, daydreaming and scheming how to get it. OK we all say. Fair enough. Nothing new there. That could have been the end of Fastighetsbyrån‘s research but… they decided to take it one step further. They took one apartment and let three stylists, Mikael Beckman, Hans Blomquist and Tina Hellberg, mess with our minds and our hearts and make it into their version of our dream home. They put the research in practice. So now there is one apartment three ways and I have one big problem. I can’t make up my mind which one I am moving into. They are all tugging at my heart strings.

First is classic modern by Mikael Beckman.

Now Hans Blomquist‘s city bohemian version.

Finally Tina Hellberg‘s modern minialism.

If you pop over to the listing there is a handy way to scroll from space to exact space in the apartment to compare the styles. Photos by Marcus Lawett.

hv says:

Well the idea is great, but i couldn't just move in as they are. I would make a mix between flat 2 and 3. The all white scheem is not my cup of tea. The all black is great but less rustick furniture. I would love to realise such a project….

Steve says:

I'd go for the dark one, but I'm struggling to see how this potentially interesting experiment answers the question posed.

My Swedish translator isn't working that well, but there doesn't appear to be any results of anything on the page. Obviously sales price for three otherwise identical apartments would be best, but even Likes might give a clue.

Or am I missing something?

Ruth says:

I think rooms that have books that look like they have been read or are readable sway me… I am certain that seeing the owner's books made me interested in the home I bought. So when I photograph my husband's work (residential architect), I try to include books. Thanks for the interesting post!

monika says:

Kim, did you notice that Hans Blomquist used Downpipe?

Thought that was funny 😉

beth says:

The first one definitely! I can't get enough of that green and the beautiful textiles.

KiM says:

@monika – I audibly gasped when i scrolled down to his and noticed the wall colour. 🙂 (of course it's my fav of the 3)

Interesting – I wonder how it is actually decorated when you go to view it? I cant go past Hans' style, I'm very much an admirer, his spaces are always warm and inviting, but I do like the fresh open feel of Mikael Beckman's. Thanks for sharing Jo! Who wouldn't want to live in Östermalm – its in such a great location.

hng23 says:

Definitely #2, but I'd like to see more ornamentation, something to soften the square edges. More layers, more texture, more plants. It's still a little too minimalist for me. A little less pale wood, a little more goth.

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