Why are these interior designers invading development

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With design offices in Dallas, Seattle and Los Angeles, the duo behind Pulp Design Studios are now opening a new branch of their company: a real estate development unit called Pulp Properties.

For a new venture partners Beth Dotolo and Caroline Nobility begin both commercial and residential projects, including multi-unit commercial premises in Dallas and the iconic Meiselman home in Palm Springs, which they plan to renovate and place on it. Airbnb as vacation rental with purchase option. “We were financially interested in creating long-term investments and diversifying our business,” says Dotolo. “But we also wanted to be creative in a new way.”

The Oak Cliff commercial space in Dallas will serve as Pulp’s new Texas headquarters and will also house several women-owned businesses, including a vintage store, a photography studio, an art gallery and a clothing store. “We’ve always wanted to own our office,” says Gentry. “And this space, which was perfect for us, kind of fell on our knees – someone we knew came up to us. These are two buildings with four different suites in a promising area. We loved being part of the community and being close to the Dallas Design District. “

Rendering of the new Pulp Properties space in Dallas

Rendering of Pulp Properties’ new commercial space in DallasCourtesy of Perdue Realty

The couple recently began renovating their new office and hopes to replicate this Dallas-Seattle model in the coming years by purchasing another apartment building where they can have an office and attract local businesses. “We love the idea of ​​supporting creative people, especially women-owned companies,” says Dotolo.

They view their Palm Springs residential property, which they hope will be completed by early 2022, as an experimental hospitality venture and something of a design laboratory for their growing team. “Palm Springs is central to us — about a two-hour flight from Seattle and Dallas, and a two-hour drive from our Los Angeles office,” says Dotolo. “From a design standpoint, this is an interesting place to flex your muscles. It has so much inspiration and such a rich design history when you think of mid-century modern and desert modernism. This sense of bold reinvention and exploration is why we chose Palm Springs for our first immersive hospitality experiment. ”

Gentry and Dotolo work with a Palm Springs property manager to rent out properties and take care of the home. Their vision is to make the home readily available for shopping for guests, so if they are drawn to, say, a certain pillow or candle in the house, a QR code will allow them to purchase it.

Dotolo says he and Gentry view the residential project as their own mini-showroom and give themselves creative leeway. “Obviously, we have to think about usability, because this is a rental. So how will things wear out during this whole turnover? But beyond that, we’re happy to just do what we want, ”she explains. “Nobody lives here on a permanent basis, so we can do what we like. So far, we like it when we are not restrained. “

The Palm Springs home that Dotolo and Gentry will turn into their first vacation rental.

Beth Dotolo and Caroline Gentry are converting this Meiselman home in Palm Springs into their first vacation rental.Courtesy of Pulp Properties

Since there is no traditional client, Gentry and Dotolo say they have been able to give their designers more responsibility for the Palm Springs project, and have allowed them to take the first steps on some projects. “They take it as seriously as they take regular clients, but we can allow them to be more involved than they could in our studio design projects,” says Gentry.

The rental model they are testing in Palm Springs is ultimately what the couple envisions the future of Pulp Properties: a collection of micro-branded holiday properties across the country targeting areas in the Southwest, Wyoming and New York. … “We love the idea that even if people don’t have the means to hire us, they can switch to this Airbnb we own and experience our work that way,” says Gentry. “It’s a chance for us to cater to different audiences, to leave our mark on something and remain adaptable.”

Homepage Photo: Carolina Gentry (left) and Beth Dotolo at their new Dallas commercial property | Photo by Cody Ulrich



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