The Belnord III

The Belnord

NEW YORK

frenchCALIFORNIA was commissioned to stage Residence 712, a five-bedroom, four-and-a-half-bath model apartment located within The Belnord—a storied New York landmark that spans an entire city block. Originally constructed in 1908 and reimagined for modern luxury living, the building offers a unique intersection of pre-war elegance and contemporary design, making it an ideal canvas for thoughtful staging.

A REFINED, NUANCED APPROACH

Our objective was to highlight the grandeur of the space while creating a livable, emotionally resonant environment that would appeal to today’s discerning buyer. Spanning 3,956 square feet with 10-foot ceilings, restored mahogany windows, and peaceful views into the building’s 22,000-square-foot private courtyard, the home offered scale and architecture that demanded a refined, nuanced approach.

What We Did

Interior Design 
Art Selection 
Custom Paint
Custom Window Treatments

CONTEMPORARY & VINTAGE LAYERING

We leaned into the building’s historical richness by incorporating a layered mix of contemporary and vintage pieces—plush upholstery, sculptural lighting, textural rugs, and artful objects—carefully arranged to reflect the residence’s scale while softening its formality. A palette of natural tones and warm materials served to unify the various rooms while keeping the atmosphere grounded and welcoming.

ENTERTAIN & RELAX

In the expansive great room, tailored furnishings were arranged to create both intimacy and flow, inviting prospective buyers to imagine entertaining, relaxing, and living in the space.

SERENITY & SIMPLICITY

The dining area was treated as a point of quiet drama, with an elegant table, expressive seating, and styling elements that added warmth without overwhelming the architectural details. In the bedrooms, we prioritized serenity and simplicity, using soft textiles, art, and lighting to create private retreats that felt personal yet elevated.

BEAUTY & FUNCTION

Our staging approach balanced beauty and function, always in service of helping buyers connect with the residence on a deeper, aspirational level.

LEGACY, WITH A MODERN TWIST

Through intentional design choices, we sought to reflect the legacy of The Belnord while inviting a fresh and modern lifestyle into one of New York’s most historically significant buildings.

Next: 33 Park Row Penthouse