Yacht Staging


I believe many of you have heard about Home Staging, the activity designed to enhance the perceived value of a house for sale or rent: I often do the same with yachts, so you could say I practice Yacht Staging.

Recently, as you may have seen in a reel on my social media profiles, I did this work for JASALI II, the splendid sail and motor yacht built by Perini Navi and marketed for Mediterranean cruises by West Coast International.
In another post, I told you about how I worked to highlight the soul and beauty of another splendid yacht, My Lotty, with the same commercial destination.

Today, I want to talk to you about how this aspect of my creative work was born, which mainly consists of making potential clients who intend to rent or buy a yacht experience in advance all the emotions they will feel during their navigation.

It doesn’t happen often that clients are interested in the technical characteristics of the yacht: in my career, only one person has asked to visit the engine room first, and it just so happened that he was a Ferrari engineer.
This used to drive Dr. Gerli, the president of Princess Yacht Italia, crazy. He often reminded me how he invested millions in prestigious boats only to be asked by clients if they would find Locatelli tablecloths, accessories, and cushions on board.

Being an intelligent businessman, though, he understood that these details are precisely what capture the attention of potential buyers, who are always charmed by the many attentions and even the small surprises they discover when they visit a yacht staged by me.

A well-set kitchen, an elegant centerpiece, the small objects I place in desk drawers, the ambient fragrance I choose for each boat and spray in every room… Even the rose they might find in the most unexpected place for a flower, under the toilet seat lid, contributes to turning a simple shipyard visit into a love affair with a yacht that will become theirs.
Often, this work has very tight deadlines: every day a yacht remains in port without being purchased or rented represents a very high cost for the owner.

The craziest rush I had was for Princess Monaco: a client who had bought a yacht, modified it to his liking, then purchased another one, leaving the first with a, let’s say, very questionable decor and styling. It remained unsold for a long time, and making it presentable for sale had become urgent.

So, together with my daughter Elena, my trusted right hand, we went to the shipyard, loading our car with boxes and boxes of everything we thought we might need for our Yacht Staging work.

When we boarded, amidst the crew members doing heavy maintenance work and dodging the crates of materials that were to supply the hold, I felt like crying.

The white leather-covered walls had been pierced to hang a very dubious painting; in front of the kitchen was a rug with a questionable folk design; the high-quality sofas and chairs were so poorly arranged that in photos they looked like cheap plastic furnishings.

We rolled up our sleeves and, without even talking to each other, began dividing up the spaces to be set up. The heat, which I usually love, became more and more unbearable hour by hour, and the fatigue of running back and forth from the car to the boat, climbing the scaffolding to reach the deck and then going back down into the cabins had exhausted us.

Yet, at the end of the day, looking around, the things we saw and that you can also see in the gallery at the end of this article made us particularly satisfied.nObserving the work done by Elena, carried out completely autonomously, made me proud of her. I realized it perfectly harmonized with the parts I had personally worked on.

Some might argue that it was just one day of work, but in these cases, I always tend to respond that it was one day, added to at least thirty years of experience in breathing in the spirit of a yacht that demands to be made visible to those about to visit it.

The Princess Monaco manager, seeing the photos of the staged yacht, was astonished. She even asked for confirmation that it was indeed their yacht, so unrecognizable it had become.

After this intense day of Yacht Staging, the yacht was sold on the first visit, believe it or not, precisely thanks to “the tablecloths, flowers, and Locatelli cushions.”