ASH Staging Styles Interiors To Sell Homes

An interior design by Ash Staging.

Finding the balance between classic and contemporary design to create a modern living space is a delicate practice. There’s an idea that coastal living is often represented by nautical color schemes and décor, particularly inside traditional Hamptons builds, while sleek, clean lines lend itself to more modern spaces. Toeing the line between iconic East End components, like sisal rugs and white sofas alongside more forward-thinking design elements like black and steel, concrete and glass, ASH Staging, a division of ASH NYC, has unveiled their first Hamptons show house at 117 Montauk Highway in East Hampton.

Avoiding anything that is too thematic or perfectly matching, director of staging Andrew Bowen aimed to honor Shoshi Builders’ design of the home, marrying inspiration of the South Fork’s natural landscape and history with a contemporary silhouette that appeals to a larger audience. Clear seaside elements are thoughtfully presented among midcentury modern components, creating a unified look. How varying concepts find a sense of cohesion is something Bowen and his team finetune for each unique project.

“The lower level gallery space has a photograph of a really beautiful abandoned boathouse off of the coast of Montauk over a vintage buoy,” Bowen explains of melding the different design concepts in a single space. “It’s very Hamptons but it’s paired with a midcentury bench with brown leather and a walnut frame that sits atop a really special vintage Belgian linen area rug. While there’s a cohesion to the feeling there’s an intentional difference in actual provenance of the pieces.”

Other spaces in the five-bedroom, six-and-a-half-bathroom home are of a similar theory. The family room walls were kept white, while the ceiling was painted a pale light blue to create an enveloping sense of coastal energy. Intentionally contemporary pieces like a Christian Woo cocktail table, vintage kilim floor pillows, a vintage midcentury task lamp and contemporary art by Jeffery Alan Scudder are complementary contrast to the seaside feeling.

The second-floor master bedroom, comprised of almost exclusively vintage items with a kilim rug layered on a sisal rug, Gregory Van Pelt vintage cardboard table lamps, sculpture, and deer antlers over a Ralph Lauren sleigh bed are a counter approach to the first-floor junior master with more contemporary pieces. The color palette throughout is a nod to the Hamptons’ blue-green waters, greenery and tan grasses, with balancing natural raw materials like white oak, cotton and grass, which are paired with more modern finishes such as steel, chrome, and glass to complement the home’s new finishes.

“The beauty of a show house is the versatility from room to room you may not find with standard staging,” Bowen says. “These two rooms are complete opposites, but still all cohesive.”

Unlike traditional show houses, there are no tickets available to view the home. Rather, it is a highly targeted effort that highlights ASH Staging’s design work and product portfolio. Through their work, they aim to exemplify the buying experience, offering potential home buyers a clearer view of how they may see themselves living in and using the various spaces. This particular home, on the market for $3.495 million, can be viewed by appointment with listing agent Evan Kulman of Compass. Potential ASH Staging clients, including real estate agents, can also make an appointment to view the home with the design company.

The Brooklyn-based company, which also offers development and hotel services, has long worked on the East End and opened an office in Sag Harbor last summer. They often use local businesses to complete various projects, furthering rooting into Hamptons culture.

“We’re very heavily inspired by local makers of both contemporary pieces on the East End and dealers of vintage furnishings, on both the North and South Forks,” Bowen shares, mentioning photographer Max Eicke of Sag Harbor as an example. “This home very heavily represents a collection of items sourced directly from shops in the Hamptons. It’s always very important for our work.”

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