Maison Rouge - a house with a curious history
One of my goals is to shoot all the iconic projects and locations in the cities where Whitewill sells real estate. Through photo stories, I try to capture the atmosphere and architectural details of these locations to help our clients find the right place to live or invest.
Last week I stopped by to see how the Maison Rouge house on Novoslobodskaya turned out. The day was surprisingly sunny, the sky was blue, so the photos turned out bright, despite the usual grayness at this time in Moscow.
The developer of the project MR Group has brought the house to active sales in 2018-2019, giving the realization of this premium project on the exclusive to one of the oldest elite real estate agencies with a 20-year history.
MR Group’s experienced marketing team spent millions of rubles on advertising and, over the course of six months, forwarded more than 600 client inquiries to the agency’s “salespeople.” How many deals do you think the exclusive brokers closed from this stream? The correct answer is zero.
The building’s facade glazing has already been completed, but not a single apartment has been sold. Meanwhile, the neighboring “Renome” building, located just 30 meters away, was selling at an excellent pace thanks to our efforts—along with the Sminex team and other market participants—outpacing our colleagues at the Maison Rouge sales office who were nervously clinging to their exclusive monopoly.
Construction neared completion, yet all 40 apartments remained unsold. This case once again confirmed that in the premium and deluxe segments, exclusivity is toxic for a project. The only things that work are an open list based on realistic pricing and a high-quality in-house sales department.
MR Group waited for the restrictive exclusivity agreement to expire, happily terminated the contract, and transferred sales to its partner, Hutton. In 2020, with the help of brokers and their own high-quality efforts, the team sold 24 out of 40 apartments. At the same time, the finishes in the lobby, elevator areas, and floor levels were completely redesigned.
I really liked the new color schemes, the tall doors with trim, and the striking apartment numbers at the bottom of the door panels with spot lighting from below. They plan to update the lighting in the underground parking garage and add some interior design touches.
A cozy lounge area and a biofireplace have been added to the lobby. By the way, if you’re installing a biofireplace, make sure to provide enhanced ventilation for that area—it generates a lot of heat and dries out the air. If you’re installing a dog-washing station, put a powerful hair dryer nearby—a tip I picked up at Maison Rouge.
There are 16 apartments left for sale, including two penthouses with views. Prices per square meter in the building start at 420,000₽; an apartment on the fifth floor can be purchased for 30,500,000₽.
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