Abstract This article offers a new analysis of the ‘show apartment’ as a device to disguise the power imbalance between prospective buyers of new off-plan homes and the global network of institutions that drive property development and mortgage-finance industries. Applying Gell’s notion of the ‘aesthetic trap’ to an ethnographic account of show apartments in a new neighbourhood in London’s Olympic Park, the article demonstrates how show apartments are an illusory form at the apex of a process of risk and commodification that disguises and normalises the risks to which potential homeowners are exposed.

中文翻译：

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将公寓展示为“审美陷阱”：伦敦奥林匹克公园的风险、魅力和虚幻之家

摘要 本文对“样板房”进行了新的分析，它是一种掩饰新楼花的潜在买家与推动房地产开发和抵押贷款行业的全球机构网络之间权力失衡的工具。将盖尔的“审美陷阱”概念应用于伦敦奥林匹克公园一个新社区的示范公寓的民族志描述，文章展示了示范公寓如何在风险和商品化过程的顶点成为一种虚幻的形式，它伪装和正常化潜在房主面临的风险。