Is It Time for Your Agency to Get Into Actual Property Staging? | Architectural Digest

The builders aren’t the one ones who’ve leveled up their design experience. Based on Andrew Bowen, a companion at ASH NYC and the top of ASH Staging, shoppers now are extra educated about interiors than they had been a decade in the past. “There’s an elevated style degree. It’s important to work more durable. However after we’re performed, most individuals don’t even realize it’s staged—they suppose it’s somebody’s dwelling.”

“We create a speculative character—even title faux members of the family,” says Andrew Bowen, the top of ASH Staging, which staged The West in New York Metropolis (pictured right here). “Like, ‘Paul and Jen have two children, they like to summer season in Europe.’ It’s about creating character and emotion.”

Photograph: Max Burkhalter

ASH NYC, which was based in 2009, has some expertise. Again then, Bowen says, when improvement was booming on the Brooklyn waterfront, actual property staging “was actually an unmet want.” At this time, the agency’s ASH Staging division has a staff of practically 50 folks throughout a number of states and a listing of 25,000 items. That degree of providing has helped the studio carve out a serious popularity within the business, and enabled it to have the ability to totally beautify and furnish a vacant house in 30 days.

The group’s work has additionally proved to be invaluable over the last couple of years, when international situations threw wrenches in move-in timelines. At The West on forty seventh Road in midtown Manhattan, ASH Staging developed a turnkey providing for brand new residents. “Discovering one thing move-in prepared is de facto invaluable given provide chain points, relocations, and different components,” Bowen says.

Like ASH Staging earlier than them, Porter and Hollister Hovey noticed an unmet want within the design market. Seven years in the past, they launched their very own studio, Hovey Design, specializing in interiors and staging that mixes classic model with trendy decor. “Once we began, we noticed a giant gap available in the market—the place both a mannequin residence had fundamental rental furnishings or super-super excessive finish, like IMG, the place it appears to be like like a pristine showroom,” Porter says. “You virtually felt such as you didn’t need to contact something.”

The West.

Photograph: Max Burkhalter

Since then, the duo has devised quite a few mannequin flats and personal properties in Brooklyn and the East Village of New York. Porter says their purpose is to create a house that appears prefer it belongs “to the good folks —probably the most fascinating individual on the ceremonial dinner.” 

Leave a Reply