Categories
Art and Design House Technology

Neutralizing reality to sell

Liked this house may or may not be real (Tumblr)

In my travels as McMansion Hell, I’ve increasingly been confronted with houses full of furniture that isn’t real. This is known as virtual staging and it is to house staging as ChatGPT is to press release writing or DALL-E is to illustration.

The better this rendering technology gets, the more it will rely on these totally neutral spaces because everything matches and nothing is difficult. You are picking from a catalog of greige furniture to decorate greige rooms.

This is where things are heading: artifice on top of artifice on top of artifice. It’s cheap, it’s easy. But something about it feels like a violation.

If neutrality makes a house sell, then personality – at all – can only be seen as a detriment.

So who’s doing this? The answer is real estate itself aided by their allies in mass media who in turn are aided by the home renovation industry. In other words, it’s the people who sell home as a commodity. That desire to sell has for some time overpowered all other elements that make up a home or an apartment’s interiority to the point where we’ve ended up in a colorless slurry of real and unreal.

Emphasis mine.

By Tracy Durnell

Writer and designer in the Seattle area. Freelance sustainability consultant. Reach me at tracy.durnell@gmail.com. She/her.

One reply on “Neutralizing reality to sell”

Leave a Reply

Your email address will not be published. Required fields are marked *