A former Hollywood producer turned interior designer is applying silver-screen storytelling techniques to residential projects, and the approach offers surprisingly relevant lessons for commercial property investors. Julia Chasman, who spent decades designing film sets before transitioning to interiors, brings a narrative sensibility to property design that emphasizes layered spaces, unexpected elements, and respect for architectural character. While her projects focus on high-end homes, the underlying philosophy translates directly to how investors should evaluate and enhance commercial assets.
She describes the overlap between her former and current careers by comparing the elements of each process. Films rely on scripts, performers, locations, sets, lighting, music, and wardrobe. Interiors depend on a core design concept, construction work, structural modifications, furniture choices, decorative accents, lighting, and artwork. Both disciplines involve assembling multiple components into a coherent whole. For commercial property developers and investors, the parallel is equally valid—a building project requires site selection, structural design, interior layout, amenity programming, and lighting strategy to create a space tenants actually want to occupy.
At a glance:
- Julia Chasman transitioned from Hollywood set design to residential interiors in 2018
- She applies film-production storytelling principles to interior design projects
- Two current Los Angeles projects showcase her layered, narrative-driven approach
- Chasman emphasizes respecting architecture, historical charm, and unexpected design moments
- Her philosophy centers on what she calls the "anchovy" principle—one deliberate wrongness that adds tension
The Anchovy Principle Applied to Property Selection
Chasman embraces what interior design circles call the "anchovy" theory—popularized by stylist Mieke ten Have and borrowed from designer Thomas Jayne. The concept suggests every compelling space needs one element that seems deliberately out of place, creating productive tension rather than chaos. For Chasman, that comparison resonates because she values playful surprises in her work—pieces that feel intentionally mismatched, creating the kind of visual friction that makes a room memorable. In a quintessentially "her" space, that might manifest as a child's chair arranged among adult furniture.
For commercial property investors, this translates to viewing assets through a lens of strategic dissonance. A suburban office building that includes a cleverly designed outdoor collaboration space might seem mismatched with its conservative tenant base—until you realize the amenity attracts hybrid workers who value flexibility. The anchor piece isn't decorative; it's a positioning statement that tells tenants what kind of experience the building offers.
Our Analysis: Why Storytelling Matters for Investment Returns
Commercial property investment typically emphasizes financial metrics: cap rates, lease durations, tenant credit quality, and location fundamentals. Chasman's approach reminds investors that buildings are also experiential products. Tenants lease space based on how their employees will feel working there, how clients will perceive their brand, and how the environment supports or hinders daily productivity.
The Los Angeles projects demonstrate this in residential form. One is a lovingly preserved 1930 Mediterranean Revival in Hancock Park, where restoring an octagonal fountain clad in handmade Ann Sacks tile creates a courtyard experience that justifies premium pricing. The other is a full-gut renovation of a historic mid-century home in Glendale's Verdugo Woodlands, positioned next to a landmarked R.M. Schindler house. Both projects succeed because Chasman respects existing architectural narrative while adding chapters that resonate with contemporary buyers.
Commercial investors can apply this thinking by auditing how their assets tell stories. Does a vintage industrial warehouse being converted to creative offices preserve enough of its manufacturing heritage to attract design-conscious tenants? Does a newly constructed suburban office park communicate stability and permanence—or does it feel generic and forgettable in a market full of similar buildings?
A Practical Scenario for Commercial Investors
Say you are evaluating a mid-sized office building in a tertiary market with declining occupancy. Standard analysis flags the property as a value-add play requiring rental concessions and tenant improvement allowances. Chasman's approach adds another dimension: instead of competing on generic features, consider whether the building has an untold story worth revealing.
Perhaps the structure dates to a period when local industry drove the regional economy. Restoring original architectural details, incorporating local historical imagery into common areas, and framing the building as a monument to the community's heritage could differentiate it from newer competition. The investment in narrative repositioning might cost less than aggressive rent concessions while attracting tenants who value authenticity over shininess.
Chasman's sourcing philosophy offers guidance here. She travels internationally for pieces with stories, turning to vendors like Obsolete Gallery for investment-worthy storied items and The Mart Collective for discovery opportunities. Commercial investors can similarly seek properties where the building's provenance provides ammunition for distinctive marketing—properties where the "anchovy" already exists and just needs amplification.
What to Watch Next
The broader design world is moving toward what commentators call "Soft Architecture"—spaces that prioritize comfort and fluidity over rigid formality. For commercial property, this suggests increasing tenant demand for environments that feel residential rather than institutional. Investors should monitor how this aesthetic shift influences leasing preferences in their markets, particularly among younger companies whose employees expect hospitality-inspired workplaces.
The intersection of residential design philosophy and commercial property strategy will likely deepen as investors seek differentiation in increasingly competitive markets. Buildings that tell compelling stories—through architecture, amenities, and experiential design—will command attention that purely financial arguments cannot.
Key takeaways
- Buildings are experiential products, not just income streams; how tenants feel matters to lease renewal and rental rates
- The "anchovy" principle—deliberate unexpected elements—can differentiate commercial assets in crowded markets
- Properties with historical narratives offer repositioning opportunities that generic competitors lack
- Storytelling approach to property selection and enhancement can justify premium pricing over comparable assets
Frequently asked questions
What is the "anchovy" principle in interior design?
The concept, popularized by interior stylist Mieke ten Have and designer Thomas Jayne, suggests that every compelling room needs one element that seems deliberately out of place, creating productive visual tension that makes spaces more interesting and memorable.
How does a residential designer's approach apply to commercial property investment?
The core principle—that buildings should tell coherent stories through layered design and respect for architectural character—applies directly to how investors evaluate and reposition commercial assets for tenant attraction and retention.
What makes Chasman's design philosophy distinctive?
Chasman brings film-production storytelling techniques to interior design, emphasizing narrative coherence, respect for existing architecture, and the strategic use of unexpected elements to create spaces that feel collected over time rather than freshly decorated.
Why does historical authenticity matter for property value?
Properties with architectural heritage and authentic historical details offer repositioning opportunities that newer generic buildings cannot match, particularly for tenants seeking distinctive environments that support brand identity and employee satisfaction.
What design trend should commercial property investors watch?
The "Soft Architecture" movement—prioritizing comfort, fluidity, and residential-inspired environments over rigid institutional spaces—is influencing tenant expectations, suggesting demand for hospitality-inspired commercial environments will likely increase.