This Penthouse apartment on the Upper Westside was a giant white box that offered a lot of space . . . . and white walls . . . . and space . . . . and more white walls. It lacked sex appeal, and did not offer any ambiance. Working with a very limited budget, the marketing team decided to stage the main living/entertaining space in an effort to create a WOW moment as soon as the elevator doors opened on to this floor through showcase. The team wanted a design plan that was more downtown – vibrant and loft-like.