Professional staging plays a decisive role in the residential property sector. It brings show homes to life and offers potential tenants or buyers a vision of their future home. Successful staging requires more than just a correctly placed couch and artwork on the walls. Ash Staging, a company specialising in luxury staging and model residence design, has completed thousands of projects over the past 15 years, including commercial properties and hospitality areas, managing properties valued at over US$50 billion.
Samantha Atlas, Senior Director of Projects at Ash Staging, has been with the company for nine years. She commutes between Los Angeles and New York City and supported the establishment of the firm's West Coast office. Commercial Observer spoke with Ms Atlas in mid-August about her work at Ash Staging and the value of her work in the property industry. The interview has been edited for length and clarity.
When asked about Ash Staging's mission, Samantha Atlas explained that she has watched the company grow over nine years. She heads the L.A. office and joined the company during a growth phase. Since joining, the question has been how the company can continue to grow and change the perception of what staging can be. "Generally, staging was long characterised by neutrality – without a distinct attitude," says Atlas. "I came to Ash because we differentiate ourselves from that. We want to convey personality. We want our clients and potential buyers of these properties to experience an emotional reaction – that is our drive." The company believes in the power of colour and urges its clients to invest in the property beyond staging to sell it successfully. Ash Staging sees itself as a partner for estate agents, clients and developers.
Ash Staging recently completed the penthouse apartments at 100 Barclay, two exquisite units on the East Coast. Atlas also mentioned a recently performed staging update in the Penthouse East of 8899 Beverly, which was also sold. On the East Coast, the second penthouse at 111 Murray Street was also handled by Ash Staging. The company acts as a partner in the luxury segment on both coasts, with clients appreciating its ability to convey personality, particularly through vintage furniture, in which it invests heavily.
Regarding the transformation of a show home from an empty space into a desirable living environment, Atlas explained using the example of 111 Murray Street: "Our clients, especially with this project, come to us when construction is nearing completion, and we observe: This is truly a beautiful white cube." They then analyse how personality can be introduced into the space, as many rooms appear interchangeable without it. For 111 Murray – a high-altitude glass structure – they wanted to create different sensory impressions. For example, a moody library office was designed there, which was darker and cosier than the expansive, bright living area. Such targeted accents leave lasting impressions on buyers. Atlas emphasised that homeowners, particularly in the luxury segment, first search for properties online. Here, it is crucial for an image to stand out, as many white rooms appear one after another.
When asked how staging appears authentic and not just a mere sales pitch, Atlas replied that this is where Ash Staging distinguishes itself from competitors. It's a fine line; too much personality can make it difficult for someone to imagine living there themselves. Accessories are an area where the company particularly excels. They enjoy taking a playful approach, for example, with a chessboard on the table whose pieces are arranged as if the game has been interrupted mid-play. In children's rooms, for instance, painted butcher paper might be placed on the wall, or chalk and paints might be laid out, so that the room appears lived-in and not untouched. The aim is to create the impression that someone has just left the room.
Ash Staging introduced "Room Service from Ash" in the autumn of last year, an on-demand staging service. This was a response to market changes and client needs, particularly in the development sector. The concept combines the company's expertise from the hotel business and the staging sector. It offers interior design and furnishing services for hospitality, commercial, and residential spaces with a focus on fast-track projects. Clients who, for example, want a penthouse ready for occupancy quickly and cannot wait one to three years for an interior designer, benefit from this. The company relies on a broad network of suppliers who can ensure rapid furniture delivery.
