The Residence at 87/18 College Street, Darlinghurst sold off-market in less than one week. No open home, no price guide, no auction. A look at what carried the campaign.
The Residence was listed by Sydney Sotheby’s Paddington/Woollahra and Richardson & Wrench Elizabeth Bay/Potts Point, styled by Capstone Interiors, with art curated by .M Curated Art. It was offered off-market, no advertising campaign, no public auction, buyers introduced through private viewings only.
Within a week of the first viewing, it was sold.
The Residence, 87/18 College Street, Darlinghurst - curated works installed throughout the property ahead of the first private viewing.
Where presentation is doing everything
Off-market campaigns are only as strong as the presentation behind them. When you remove the open home, the price guide, and the public auction from the equation, the presentation is doing everything. There is no crowd at the door to signal demand, no guide to anchor expectations, no auction floor to create urgency. Each buyer walks through alone, and the property has one chance to make its case.
That’s precisely why this campaign was prepared the way it was. Every element the buyer encountered – the styling, the art, the sequence of rooms – had to carry the weight that a public campaign usually shares across marketing, momentum and competition.
A single dark work anchors the dining room, positioned to hold the sightline from the kitchen — the first thing a buyer sees before entering the space.
Art the buyer feels first
We installed curated art across the property ahead of the campaign, every work chosen to complement the architecture and the buyer profile. Works were selected for specific walls and sightlines: pieces that hold a room from the moment the door opens, and that read as belonging to the home rather than dressing it.
This is the part of presentation that operates before language. It’s something a buyer feels before they’ve formed an opinion, a sense that the property is resolved, considered, and worth taking seriously at the level it’s being offered.
Works were selected to sit with the architecture rather than against it. Here, paired with the travertine fireplace and joinery at the heart of the living space.
The result
Sold in less than one week. For the vendor, that meant no extended campaign costs, no weeks of open homes, and no negotiation fatigue. For the agents, it meant a discreet result delivered at pace, the kind of outcome off-market listings promise but only well-prepared ones achieve.
If you’re preparing an off-market or private-treaty listing, presentation is the campaign. We’re always happy to share how curated art can be applied — quotes are confirmed within 24 hours.
- WRITTEN BY
.M Curated Senior Art Curator
Saskia McCarthy
- FEATURED IN THIS ARTICLE
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