ASH NYC Opens East Hampton Show House

While the typical designer show house features many designers, each taking one room to decorate and outfit with furniture, a new show house in East Hampton is all the work of one firm: ASH NYC.

ASH NYC is a Brooklyn-based design and development firm that also has three hotel projects—one each in New Orleans, Detroit and Providence—and its home staging arm, ASH Staging, has had a Hamptons office in Sag Harbor since last year.

To show the East End real estate community what it can do, ASH Staging put together the show house at a new modern Montauk Highway home by Shoshi Builders, Beni Shoshi’s East Hampton building company.

Andrew Bowen, ASH NYC’s director of staging—as well as the interior design columnist for The Press—explained that the show house gives both ASH Staging and Shoshi Builders the opportunity to show off their work to prospective clients, while also offering more than the typical home staging.

It’s also to the benefit of Evan Kulman, the Compass broker who has the listing for the three-level home with 4,851 square feet of living space on 0.53 acre with a pool.

Mr. Bowen said the house has so much of the charm one would expect a classic Hamptons home to have. “It has ship lap, it has bright white walls, gabled ceilings, exposed beams … it captures the spirit of the East End really well, but it does so in a way that isn’t too modern.”

Because the show house is all by the same firm—the lead project manager was Dylan Stilin, who grew up in East Hampton—there is a cohesion between the rooms, in terms of materials and color, that is not found in a typical show house, Mr. Bowen said.

“This was really an opportunity for us to have the ability to showcase what we do with a bit more creative control than a typical staging, meaning we ultimately made all the decisions for what it will look like,” Mr. Bowen said.

The purpose of home staging for real estate, he said, is to help people visualize what a home can be: “Our job is that we unlock it—we show you the full potential.”

ASH Staging brought in all of the furniture and objects, most from its own collection, mixing both new and vintage items. “We own virtually all of it,” Mr. Bowen said. “We are collectors of virtually everything in our work.”

However, some pieces are on loan from vendors—and the vendors that ASH Staging does business with include both hyper-local retailers and international dealers.

Guests are greeted by a 48-inch Noguchi Akari light fixture in the foyer.

The master bedroom has a Ralph Lauren sleigh bed set between vintage cardboard Gregory Van Pelt table lamps and underneath mounted deer antlers.

The junior master suite has table lamps of ASH NYC’s own design and an array of vintage objects filled with dried local flowers and feathers. Pelle, a firm located in Manhattan’s Flatiron district that creates furniture, light fixtures and objects, designed a lighted painting for the junior master and a mirror located in the family room.

Creative Art Partners, which provides fine art for real estate stagings, supplied works by Luke Diiorio, Gabrielle De Santis. Vintage and contemporary furniture by Schoolhouse Electric, and others, fill the children’s bedroom.

Though the show house does not keep hours when it is open to the public, Mr. Bowen said it still allows the public to appreciate the firm’s work through the images that are shared.

However, those who don’t get to visit the show house will miss out on the smells and sounds—two more aspects of the staging. Mr. Bowen said ASH Staging curated a playlist to be played on speakers throughout the house during scheduled showings, and also placed fragrance diffusers in the rooms.

“It’s part of the whole lifestyle that we’re building,” Mr. Bowen said.