When ASH Staging decided to open a second office in the Hamptons earlier this summer, it decided to blur the lines between work and relaxation.
As the finishing touch in real estate, the choice that helps turn a profit, staging can easily be overlooked or underestimated. But Andrew Bowen, the director of staging at ASH—a boutique design and development firm—wouldn’t agree to those terms. He sees a property’s potential in the story that staging can tell.
“Staging can be much more than just putting some bland furniture in a room so it’s not empty,” he says. “Our work involves the complete and total activation of all senses, which allows prospective buyers or tenants to fully experience exactly how they could inhabit a space, from the art they see, to the music they hear, to the fragrance they smell, to the furniture they can feel comfortable in. We even include candy and snacks so people can literally taste the potential lifestyle that we’ve laid out.”
If Bowen’s work provides the lens through which people can imagine their future selves, then plenty have liked what they’ve had the chance to see. Since ASH was founded in 2008 in New York City, it’s grown to encompass various projects related to residential and hotel design, custom furnishings, and property developments alongside Bowen’s segment of staging. He and his team have worked on commercial and real estate properties valued at about $20 billion.
ASH Staging has worked tirelessly to reach this stature, he says, meeting timelines as tight as two weeks and making sure that no two projects are similar. So it’s no surprise, then, that his sights were eventually set on the competitive market of East Hampton, where ASH opened its second offices and showroom earlier this summer.
“It solidifies our commitment to growing our business in this area, which is often inhabited part-time by the same people who inhabit our staged spaces in New York City,” Bowen says. “It also has allowed us to connect with professionals who are based full-time in the Hamptons, and we’ve become a resource for them when they are representing their top-of-the-market listings.”
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