Ash Staging Targets Luxury Market with Personality-Driven Designs

Ash Staging Targets Luxury Market with Personality-Driven Designs

In the competitive landscape of high-end residential real estate, the presentation of a property can be as critical as its location. Ash Staging, a design firm specializing in model residences, has spent the last 15 years refining this approach. The company reports a portfolio representing over $50 billion in real estate, having completed thousands of projects across commercial, hospitality, and residential sectors.

Samantha Atlas, senior director of projects at Ash Staging, has been instrumental in the firm’s expansion, particularly during her nine-year tenure. She played a key role in launching the company’s West Coast operations and currently manages the Los Angeles office while maintaining a presence in New York City. According to Atlas, the firm differentiates itself by moving away from traditional neutral staging, aiming instead to provoke an emotional response in potential buyers.

Atlas notes that the firm’s strategy involves acting as a partner to developers and agents rather than just a service provider. This includes advising clients to invest in property improvements, such as paint, beyond the staging itself to facilitate sales. The firm relies heavily on vintage furniture to imbue spaces with distinct character and personality.

Recent high-profile projects underscore the firm’s footprint in major luxury markets. On the East Coast, Ash Staging recently completed work on the penthouses at 100 Barclay and a second penthouse at 111 Murray Street. Meanwhile, on the West Coast, the firm handled a refresh for the Penthouse East at 8899 Beverly, a property that has since sold.

The visibility of these luxury properties often intersects with major digital real estate platforms. Listings for high-end assets, such as the 100 Barclay penthouses, are frequently showcased on platforms like Zillow Group, Inc., which operates technology connecting consumers with real estate solutions. As of the latest market data, Zillow Group’s stock is trading at $37.05, reflecting a slight increase of 0.65% from the previous close.

What to watch

• Future luxury project completions by Ash Staging in bi-coastal markets.
• Continued integration of staging services with digital listing platforms.
• Market activity surrounding high-profile assets like 111 Murray Street.

Source: original release