Shoreham at Lakeshore East

Finalist: Best Interior Merchandising of a Model Unit

Contact: Multifamily Pillars of the Industry Awards

Shoreham at Lakeshore East bedroom
Shoreham at Lakeshore East living room
Shoreham at Lakeshore East living room
Shoreham at Lakeshore East dining room

Location: Chicago, IL
Award Applicant: Waterton
General Contractor: Woodland Hills
Interior Designer/Marketing Firm/PR/Advertising Firm: Waterton
Photographer: West360 Digital
Interior Merchandiser: Stanton Interior Concepts
Web Designer: Repli360
Project Website:

Project Statement

The model unit is a vital tool for operations teams. The merchandising of the model unit at Shoreham at Lakeshore East has helped support a robust post-renovation lease-up via in-person and virtual tours in that it has helped create a sense of place for apartment hunters.

At this downtown Chicago high-rise with acres of green space at its doorstep and convenient access to the shores of Lake Michigan, the team curated a thoughtful design scheme, and selected furnishings to help tell a story and create a persona to appeal to the wide demographic of renters seeking that mix of urban convenience combined with built-in outdoor amenities.

The story inside the apartment comes to life with objects that align with the curated persona, stretching beyond common style trends, and creating moments inside that feel authentic, differentiated and memorable. The design needed to appeal to the wide demographic of potential renters at this centrally located lakefront property. It needed to combine a sophisticated and contemporary palette with a natural and soothing sensibility to inspire visitors to connect with the space.

From furnishings and color selections, to the organization and thoughtful placement of the pieces, the model apartment at Shoreham feature soft, natural undertones creating a welcoming space to help visitors envision their own rental home.

Prospective renters expect to see the staple furniture pieces, such as a bed, sofa, dining room table and comfortable chairs, but thoughtful details make these pieces stand out. Deliberately placed artwork shows off display options, while the color scheme coordinates with interior fixtures and finishes throughout the building, and helps visitors envision the space as their own.