If you didn’t know better, you would probably swear that the condos available at the W New York Downtown Tower are already occupied. Designer furniture, wide-screen HDTVs, Warhol Prints, mid-century antiques, animal-skin throw rugs: The luxury condos at the W Tower feature detailed furnishings that make them feel like homes in the fullest sense of the word. The idea of a turnkey apartment is fairly commonplace for luxury rentals, but the W Tower - located at 123 Washington Street a block away from the One World Trade Center construction site in the Financial District - is taking the idea of fully-furnished condos to a whole new level. This innovation is yet another sign of the times; developers need a marketing edge more than ever. The people keeping Manhattan’s sluggish condo sales market afloat are usually either wealthy internationals looking for a pied-a-terre or buyers looking to become one-off landlords by renting their Manhattan properties, and the turnkey condos at W Tower cater specifically to both these groups. So far it seems to be working. After losing buyers in droves after the financial collapse in 2008, this new marketing technique is stimulating sales at W Tower for the first time in years.
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