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Property Platform Waldorf Astoria Hotel (1)

The Towers of Waldorf Astoria opened the doors of its impressive sales suite this past March with Property Platform driving the multi-room sales narrative in partnership with Spark which powers the back-end sales team experience.
The Waldorf Astoria has been recognized as a beacon of timeless glamour and luxury for over a century. Cultural figures, political leaders, musicians, and royalty have all gathered in its grand spaces and entertained in its opulent suites.
Now, following a complete restoration, the landmark will offer the unique opportunity to own a private residence in one of New York’s most iconic buildings. With the iconic status of this project, came high expectations for the sales suite. It was imperative that all parties involved were aligned in striving to create a sales experience powered by technology yet rooted by experience.
THE SHOWROOM
Property Platform is featured across 6 screens on both levels of the Waldorf Astoria showroom and integrated with various systems throughout the space. Using Property Platform’s extensive inventory search, the sales team is able to light the to-scale tower model, as well as illuminate a cityscape model that highlights neighborhoods, restaurants, landmarks, and cultural institutions. Property Platform was also programmed to activate an interactive film dedicated to the history of the Waldorf – coming to life through picture frames on the wall. And, through an integration with Lutron, lights throughout the space automatically dim when films are played.
Should an appointment take place outside the sales gallery, Property Platform’s interactive virtual model of the Towers allows the sales team to highlight units and amenities directly in the application.
Property Platform also developed the ability to send a unique web link to each client with bespoke details from their visit, including a welcome note from their agent, favorite floor plans, corresponding views, neighborhood interests, and more. This crucial tool allows agents to heighten engagement and capture important client data.
HONORING HISTORY 
Developer Dajia is credited with bringing the iconic Art Deco Waldorf Astoria back to life. In addition to fully renovated hotel rooms, The Towers of Waldorf Astoria will also be releasing 375 new residential condos to the public. Douglas Elliman is handling US sales while Knight Frank manages sales abroad.
The globally renowned landmark is entering the market at a particularly challenging time for luxury real estate. Despite this, the Waldorf team is confident that sales will prosper. Equipped with tools from Property Platform and Spark they are positioned to overcome the challenges of this current environment and lead with a competitive advantage.
<blockquote>“An icon needed an iconic sales experience”</blockquote>
CHALLENGE
The iconic sales experience at the Waldorf Astoria could not have been achieved without the use of technology. Early on, the Waldorf team began seeking out the right industry partners to power their complex visual presentation, manage sales, and execute targeted marketing initiatives.
Prior to Property Platform joining the project, The Towers of the Waldorf Astoria’s sales team chose Spark as the CRM system to manage this impressive project. The large inventory of units and the sales team’s high client volume made avoiding double-entry between Property Platform and Spark critical. Additionally, the team had a need for certain automated marketing strategies such as email tracking and campaigns. This functionality from Spark combined with Property Platform’s unique and customizable post-appointment e-brochure created the perfect personalized followup to each appointment.
THE SOLUTION
Property Platform integrated using Spark’s API so that the data entry process could be completed through Spark’s web-based CRM system and then instantaneously synced to Property Platform’s database. This simplifies the sales process as the team is able to register clients directly into Spark using their computers at reception or prior to the appointment at the back office. This information is then immediately available in Property Platform, allowing the sales team to simply grab an ipad and begin the presentation. Similarly, the team is now able to update apartment availability, pricing, and other important details directly within Spark without needing to separately update Property Platform’s system. This helps to ensure that the information provided during each presentation is up-to-date and accurate.
<blockquote>“The key to entirely digitizing a new development… is human experience”</blockquote>
A NEW DIGITAL ‘NORMAL’
While digital sales are far from new, the worldwide COVID-19 pandemic forced the real estate development industry to adapt quickly and develop a new standard for the luxury sales experience.
COVID-19 has created an unprecedented challenge in selling luxury real estate. Utilizing conferencing tools such as Zoom to replace in-person meetings, many sales teams now find themselves dealing with lost connections and delays, as well as compromised image and video quality.
Realizing the importance of showcasing these assets, Property Platform created a cutting edge solution to help the Waldorf team seamlessly transition to a purely digital experience – without any loss of quality. This brand new tool offers agents the ability to lead their clients through a virtual tour by generating a remotely-controlled unique link. This allows agents to maintain control of the narrative while presenting an array of diverse media.
Pulling each client’s data from Spark, agents can now take their clients on a guided tour using only a simple link – all while maintaining the level of quality seen in the showroom. Although this tool was conceived due to COVID-19, Property Platform is confident that Waldorf and others will continue to see its utility in the future, especially with international buyers.
BACKGROUND ON PROPERTY PLATFORM
Property Platform’s software enhances residential and commercial real estate sales and marketing teams’ ability to give best in class presentations to potential clients, by utilizing cutting-edge tools anywhere – both online and offline – and using a bold and compelling design to position the organization as technology savvy and at the forefront of real-estate.
BACKGROUND ON SPARK
<a href="http://spark.re">Spark</a> provides real estate developers and their sales and marketing teams with a comprehensive software platform that consolidates project data alongside various processes required during the pre marketing and sales stages of a new development project.
Spark’s platform has become an essential tool for successful project sell outs on over 1000 projects across North America and the world, and the platform continues to evolve as the needs of the market do.
Not only does Spark digitize the deal writing and signing process for high volume sales programs, it enables teams to generate brand and project awareness during early registration phases, and allows sales teams to move inventory more efficiently through the software’s industry tailored CRM, Inventory Management and post sale commission, deposit, document tracking features.

Property Platform & Spark

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In February 2020, the sales gallery for the Towers of The Waldorf Astoria opened its doors to the public, with Property Platform powering its impressive multi-room experience. Property Platform controls six displays throughout the space, including an immersive curved LED wall that accurately displays renderings to scale. In addition, our software integrates with multiple 3rd party systems, including an interactive history experience and two architectural models that depict the building and surrounding cityscape. Property Platform also created a real-time, virtual 3D version of the building model, allowing the sales team to show apartments in context—even when outside the sales gallery. And to fully support ongoing sales and marketing, Property Platform integrates with the Spark CRM system that the team at Douglas Elliman uses to manage the project.
The COVID-19 epidemic has created unprecedented challenges for the luxury residential real-estate market. Forced to utilize conferencing tools such as Zoom to replace in-person meetings, many sales teams now find themselves dealing with lost connections and delays, as well as compromised image and video quality.
Realizing the importance of showcasing these assets, Property Platform developed a cutting edge solution to help the Waldorf team seamlessly transition to a purely digital experience – without any loss of quality. This brand new tool offers agents the ability to lead their clients through a virtual tour by generating a unique remotely-controlled link. This allows agents to maintain control of the narrative while presenting an array of diverse media.
With a simple link, agents can take their clients on a guided tour with a personal touch while still maintaining the quality that’s seen at a showroom. Although this tool was conceived due to COVID 19, Property Platform is confident that Waldorf and others will continue to see its utility in the future, especially with non-local buyers. 
Originally built in 1931, the fully renovated Art Deco building will include 375 residences ranging from studios to penthouses—as well as 375 hotel rooms. The team includes architects Skidmore Owings & Merrill, interior designer Jean-Louis Deniot, developer Dajia US, and Douglas Elliman Development Marketing. Hotel interiors are being executed by Pierre-Yves Rochon Inc, and Simon de Pury is the residential art curator. Douglas Elliman is handling US sales while Knight Frank manages sales abroad.
Photos taken by Michael Young

Waldorf Astoria

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In October 2019, Property Platform debuted its first commercial real estate project in partnership with the OKO Group. 830 Brickell is a boldly contemporary development that will be the second-tallest office building in Miami. The architect, Adrian Smith + Gordon Gill, aimed to reinvent the workplace lifestyle for the highest caliber of global workforce and to elevate the architectural expression of the building to the level of museum-quality art. That’s exactly what Property Platform was built for: to support visionary real with a powerful solution that can elegantly tell its story.
Agents are attracting the world’s largest companies to the new building by taking our technology on the road. Project Platform allows them to showcase 830 Brickell’s rich content through hi-res renderings, an office finder, and a digital axonometric model used to highlight spaces in the building—all via our mobile app that can replicate the sales center experience. 
Property Platform looks forward to enhancing and elevating the sales journey for additional commercial properties.

830 Brickell

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Last October, we packed our bags for the Music City to install Property Platform onsite at the new Four Seasons Residences. We are excited to break into the evolving luxury real estate market in Nashville, one of the most vibrant and fast-growing cities in the United States.
Together with their partners, Congress Group and AECOM Capital, Four Seasons Hotels are debuting their first Tennessee location in what will be the third tallest building in all of Nashville. In the Sales Gallery, our app drives rich content to four 4K screens as well as a touchscreen that will be exhibited in the Immersion and Presentation room.

Four Seasons Private Residences Nashville

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We launched Property Platform at Beckford House & Tower, a co-branded pair of residential buildings designed by Studio Sofield. Located on New York’s Upper East Side, the project takes advantage of the newly completed Second Avenue subway stop at 86th Street, compelling clients to invest in one of the most historic neighborhoods in Manhattan.
Integration of Property Platform creates an enhanced sales experience. Featured on multiple displays throughout the sales center, our software vividly presents the two distinct—yet complementary—buildings. With a centralized grid, sales agents are able to easily toggle between the two buildings and search the project’s entire inventory, showcasing the beautiful, immersive content created for the development. In addition, Property Platform can control both the physical architectural models in the space plus digital axonometric models that can highlight by floor, amenity, and individual unit.

Beckford House and Tower

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Sumaida + Khurana and LENY commissioned world-renowned Portuguese architect, Alvaro Siza, to design 611 West 56th Street. This 172,000 SF condominium in Manhattan houses 80 luxury residences with expansive views of Hell’s Kitchen, the Hudson River, and Midtown. Exquisitely proportioned and gracefully balanced, it is a beacon of architectural elegance on New York’s west side.
The 611 West 56th St. sales gallery, designed by Noe & Associates, includes a 9-panel screen wall in the main presentation space as well as two smaller 4K displays in side rooms. The main space also includes an interactive touch-table and a beautifully styled wooden building model—all controlled by Property Platform’s bespoke interface.
Siza is making his debut in the US with this beautiful project, which represents a major milestone for the architect and for Property Platform.

611 West 56th St

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Missoni Baia is Property Platform’s second partnership in Miami with the team at OKO Group. The 57-story luxury condominium tower is rising along 200 feet of unrivaled Biscayne Bay frontage and is poised to become an indelible landmark of the city.
In collaboration with the Missoni family, the tower is the iconic fashion house’s first-ever branded residential development. Located in the neighborhood of Edgewater, the tower consists of 146 expansive residences, each with waterfront views, multiple configurations, and a wide range of square footage. Our technology allows agents to showcase all options while seamlessly incorporating the Missoni Baia brand.

Missoni Baia

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The Greenwich West sales center launched this past October in Hudson Square, at the intersection of Greenwich Village, SoHo and TriBeCa. This project gave the team at Property Platform the exciting opportunity to collaborate with creative agency, Jakob & Jakob. It was also another chance to integrate with Microsoft’s nimble Surface Studio.
Greenwich West is developed by Strategic Capital, Cape Advisors, and Forum Absolute Capital Partners. It will have 170 loft-style apartments designed by Paris-based architecture firm, Loci Anima, architect of record Adamson Associates, and interiors by Sebastien Segers. Corcoran Sunshine Marketing Group will be managing sales.

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Adamson Associates
Sebastien Segers
AAI Architects

Greenwich West

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The launch of the One Clinton sales center this summer is Property Platform’s first project in Brooklyn, NY. We created a bespoke version of our app to combine our trademark sleek functionality with the beautiful design from the team at Noe & Associates. Agents are able to move seamlessly between the sales gallery’s various rooms and media displays.
Located in historic Brooklyn Heights, the flatiron-shaped building will rise at the intersection of Cadman Plaza West and Clinton Street. When finished, the development will feature 134 on-site units and 114 affordable off-site units. A new library will be built on the lower floors, replacing the former Brooklyn Heights Library. Marvel Architects is responsible for the design, and the project was developed by Hudson Companies.

One Clinton

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As of summer 2018, Sir David Adjaye joins the list of celebrated architects whose work has been showcased with Property Platform. Noted as one of Time’s 100 Most Influential People, Adjaye is best known for his design of Washington D.C.’s National Museum of African American History. 130 William, the architect’s first residential tower, is a partnership with real estate developer Lightstone Group, executive architect Hill West Architects, Corcoran Sunshine, and the design team at Partners and Spade.
130 William gave us the opportunity to implement new solutions within our software base. In the sales gallery, Property Platform powers three 4K displays and a 9-panel screen wall. For the first time, we employed Microsoft Surfaces as controllers—all with seamless performance. We also tackled new ground in integrating a rotation mechanism for the building’s scale model, resulting in a memorable 360 viewing experience.
Model design and fabrication by Radii Inc. Photography taken by Sam Morgan.

130 William

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Property Platform is thrilled to have partnered with GID Development to launch the impressive Waterline Square sales office in New York City. Waterline Square is one of New York’s most expansive new developments, totaling 1,132 units across three towers—each designed by a world-renowned architect. 
Activating a project of such size presented an exciting challenge. Working closely with GID and the creative team at Noe & Associates, we redesigned our software to seamlessly support content from each of the project’s three towers and their vast amenities program. With our intuitive technology, sales agents could easily switch between buildings, compare finishes, and search the entire inventory of floorplans. In addition, Property Platform is integrated with all model lighting systems and incorporates a unique hotspot activated floorplan to illustrate the amenities program.
Property Platform played an integral role in helping to design the Waterline Square sales gallery to optimize the client journey and make it uniquely memorable. With our technology, sales agents are able to craft an immersive visual story of the property, connecting to each of the displays as they move through the gallery—including a floor-to-ceiling LED wall that brilliantly showcases the project’s renderings.

Richards Meier & Partner Architects
Kohn Pedersen Fox Associates
Rafael Viñoly Architects

Waterline Square

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With the launch of the One Bennett Park Rentals app, Property Platform is pleased to announce another collaboration with the brilliant team at Related Midwest. Fully integrated with the One Bennett Park Condominiums app, the Rentals launch marks our first joint platform—displaying content from both sides of the project in a single split display.
Designed by Robert A.M. Stern, One Bennett Park is Chicago’s tallest residential tower. Our first foray into Chicago real estate, this was a successful expansion of our work with Related. We previously partnered in New York on Hudson Yards and 70 Vestry Street—best known for its record setting $65 million penthouse sale.

One Bennett Park

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The Una development marks another successful project in Miami for Property Platform. A partnership between OKO Group and developer Vlad Doronin—and designed by Adrian Smith + Gordon Gill Architecture of Jeddah Tower fame—the 47-story Una development is set to transform the Brickell skyline.
Incomparable vistas and a relaxed lifestyle are the hallmarks of this waterfront development, and Property Platform empowers the sales agents to dramatically bring it all to life. Our technology makes it easy to present an immersive, visual journey in harmony with the building’s breathtaking design. Agents can walk clients through the project’s renderings and photography, and they can display an interactive version of each unit’s magnificent view on the gallery’s screen wall.

Una Residences

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Related Companies trusted Property Platform as the key sales and marketing solution for the most exclusive building in downtown New York—their visionary development at 70 Vestry. The most expensive property ever launched in New York City as of 2016, 70 Vestry has over 30 residences with an average price of $14 million per unit. The project, designed by architect Robert A.M. Stern and interior designer Daniel Romualdez, is setting a new benchmark for luxury real estate in Manhattan and beyond.
The sales gallery, located one block from the site, uses Property Platform to create a highly visual sales experience on par with the standard of the building. Our intuitive technology controls two 90-inch 4K screens, the lighting on a fully integrated architectural model of the building, and lighting controls in the two main presentation rooms. Agents can also use Property Platform to present the project outside the sales gallery on their tablet devices.

70 Vestry

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Property Platform is the trusted partner of Sumaida + Khurana, the developers of 152 Elizabeth Street by architectural master, Tadao Ando. The sales and marketing teams at Compass and S + K were looking for a best-in-class solution to launch this very special, one-of-a-kind building. Property Platform was the natural choice, providing the sales agents with an agile content system capable of communicating the luminous vision of the architect. 
Empowering the sales team with this platform allowed them to deliver breakthrough presentations that draw from a diverse library of media and information. The property has already hit record prices for a non-penthouse sale in the hot NYC neighborhood.

152 Elizabeth Street

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Property Platform is delighted to be the sales and marketing partner of choice for Renzo Piano’s first two residential projects in the United States: Eighty Seven Park in Miami Beach and 565 Broome in the Soho neighborhood of New York City.
Terra Group in Miami and Bizzi & Partners in New York both invested in Property Platform as the key sales and marketing tool for both projects, powering each sales center with our bespoke technology. Agents will use our app to tell engaging visual narratives that not only detail all of the residential features but that also communicate in the same elegant vernacular as the architectural vision.

Renzo Piano

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Select Projects

Dajia US

Property Platform & Spark

Dajia US

Waldorf Astoria

OKO Group

830 Brickell

AECOM Capital & Congress Group

Four Seasons Private Residences Nashville

Icon Realty

Beckford House and Tower

Sumaida + Khurana

611 West 56th St

OKO Group

Missoni Baia

Strategic Capital, Cape Advisors, and Forum Absolute Capital Partners

Greenwich West

Hudson Companies

One Clinton

Lightstone Group

130 William

GID Development

Waterline Square

Related Midwest

One Bennett Park

OKO Group

Una Residences

Related Companies

70 Vestry

Sumaida + Khurana

152 Elizabeth Street

Gardiner & Theobald, Inc.

Renzo Piano