Horsham’s Toll Brothers Embrace the Color White for New York City Project

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White Apartment
Photo courtesy of The Wall Street Journal.

White is making a big comeback in the decorating world, and Horsham’s Toll Brothers is embracing this renaissance in its New York City development, writes Gabrielle Paluch for The Wall Street Journal.

The company’s $29.5 million penthouse at 1110 Park Avenue in Manhattan showcases white sofas and rugs in the living room, with white marble surrounding the fireplace, all against a backdrop of muted gray walls.

Cheryl Eisen, president of Interior Marketing Group and designer on the project, said she chose colors that would not distract from the classic architecture of the area.

“It’s ideal for staging because it isn’t overly taste-specific, and creates a calm, clean, elegant feeling, which resonates with a broad buyer demographic,” she said.

While white is the current favorite, not everyone embraces the stark aesthetic.

“That look may not be received as well in our other markets,” said Kira Sterling of Toll Brothers’ marketing division. “It’s specific to geography and price point.”

For example, she noted that the company would never use this look for a home it was building in Bucks County, an area well known for its farms, wineries, and covered bridges.

Instead, Toll Brothers’ Dutchess Farm Estates development there features a more rural theme with rich wood floors, walls highlighted with detailed trim, and brightly patterned carpets.

Read more on white’s renaissance in The Wall Street Journal by clicking here.

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