The brown, rough-textured walls of the grand open-air lounge and dining area contain built-in shelves that display sculpture, porcelains, paintings and other art objects.

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At her company's large open-plan office in lower Manhattan, the material is strewed all over shelves, desk and work table near a window overlooking the East River.

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To make his sites more enticing to potential advertisers, Golden is creating virtual showrooms, where a customer can see all angles of, say, a refrigerator, and open the doors and rearrange the shelves, something rivals like Sears (nasdaq: SHLD - news - people ) are not yet doing.

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