Artwork as a selling tool: Condos seek sales boost from paintings and sculptures


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SOUTH FLORIDA SUN SENTINEL

You can’t miss a bright-red aluminum sculpture in front of a Boca Raton condo sales center. Three illuminated resin sculptures loom atop 35-foot poles in Coconut Grove. A short distance away, a bronze sculpture fronts a mansion listed for more than $4 million.

These are among the many pieces of artwork being used to help inspire people to buy property in a region where luxury home sales are sluggish. They can be a helpful lure for art and cultural patrons who are considering moving into new communities, South Florida developers say.

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Developers such as El-Ad National Properties have entered into agreements with local museums to display art at developments to help attract would-be buyers. Here, an aluminum I-beam sculpture called cXc XXII by Larry Mohr appears in front of ALINA Residences’ sales center in Boca Raton. (ALINA Residences / Courtesy)
  • In Hallandale Beach, developer Shabab Karmely, CEO of KAR Properties, builder of the 2000 Ocean beachfront tower, says he is working with New York art historian Megan Kincaid to organize exhibitions of modern and contemporary art for residents.
  • In Boca Raton, the ALINA Residences Boca Raton condo project is borrowing sculptures from the Boca Raton Museum to help promote sales, Noam Ziv, executive director of El-Ad National Properties. Currently in front of the sales center: a bright red, I-beam aluminum sculpture by the late minimalist Larry Mohr.
  • In Miami, developer David Martin, co-founder of Terra Group, bought large numbers of art pieces for his Park Grove project in Coconut Grove. He paid more than $1 million for artist Jaume Plensa’s The Poets in Bordeaux to display on the project’s grounds. The work consists of three illuminated resin sculptures atop 35-foot poles. The art initiative seems to have helped pay dividends as the first phase of the development all but sold out.

 

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