Wall Street Journal's Gabrielle Paluch takes a look how white has quickly become the new "it" color for designers and developers.

This year, Benjamin Moore chose "Simply White" as the 2016 color of the year, kick-starting a steady white-on-white trend, which has been the palette-of-choice for everything from reclaimed barns to penthouses this year.

In Manhattan, Toll Brothers City Living has built its priciest property to date: a $29.5 million penthouse at 1110 Park Avenue. In the living room, white sofas and rugs play against a backdrop of muted gray walls. White marble surrounds the fireplace. The designer on the project, Cheryl Eisen, president of Interior Marketing Group, says she chose colors that wouldn’t distract from the space’s classic architecture. It is also unlikely to look dated and makes it easy for the buyer to imagine living there, she adds.

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