We Are Upstate With Whitney Parshall Founder of Opera House Co.

Meet Whitney Parshall, the multi-talented interior designer and creative force behind Opera House Co., a distinctive design and home furnishings shop in the historic Hudson River village of Athens, NY.  Whitney crafts visually stunning spaces “for the storied home” by seamlessly integrating unique historical elements into contemporary contexts.  Her design services run the gamut from small, contained projects to full space conception, event styling and real estate staging.

Catering to a diverse clientele of home goods buyers, home builders and fellow interior designers, Whitney’s masterfully curated showroom is a treasure trove of unique vintage finds, one of a kind home furnishings, lighting, fixtures, home fabrics and an extensive collection of singular wallpaper designs.

INSIDE+OUT talks with Whitney about her interior design philosophy, her wonderful shop and what she enjoys about living and working in the Hudson Valley.

“The Hudson Valley is unique in that it is the next frontier for creatives. Downtown Manhattan used to be the hub for artists. When the artists were pushed out of Soho, they went to Brooklyn. When Brooklyn pushed them out, they packed their covered wagons and pioneered up the Hudson River.”

INSIDE+OUT: Where are you originally from, and how did you wind up in the Hudson Valley?

Whitney Parshall: I am a native New Yorker through and through. I grew up in Rochester, NY, and lived in NYC for 24 years. I bought my first antique home in the Hudson Valley in 2014 and have been living between New York and Athens ever since. I have owned and restored four homes in this area.

What inspired your interest in interior design, and how did it lead to your own business?

I have always been fascinated with old homes and the architecture and design components that make them unique since I was a child. I spent the first half of my adult life as a cable network television producer, working mainly for the Food Network and History Channel. As casting director at the History Channel, I led a team to seek out, procure and research antiques, place them within a historical time and write for the programming. After transitioning out of the industry, I went to work with Anthropologie Living as their in-house home stylist. Branching out alone was the marriage of my two careers and interests.

Tell us about your interior design process and what inspires you creatively.

My design brand’s tagline is “For The Storied Home.”  I am inspired by anything that tells a story, such as architecture and furnishing. My process involves focusing on a single element in a room—one thing that inspires me. This could be a big window with a view, an original plaster ceiling or a really special light fixture. I let this element plant the seed and branch out from there.

Do you specialize in a specific style? And how would you define your personal style?

I am drawn to color saturation, which complements my textures and unique patterns. Though I design for minimalism, I am, at heart, a maximalist wearing a loosened corset.

Tell us about Opera House Company in Athens, NY.

Opera House Co. is a hybrid of a design studio and home furnishings, wallpaper and home fabrics shop. Many of the furnishings and decor items I carry are artisan-made or vintage.

Who is your ideal client, and how do your clients find you?

My shop is a restored 1700s stacked stone foundry in an Athens alleyway. Although I am just off the main commercial street, I’m hidden in plain sight. My design clients find me by referral and press, and my walk-in clientele are usually those curious in nature with a bit of a wanderlust…”Is that something down there? There couldn’t be… I need to find out!” You would be surprised how a few folks will walk 45 feet in search of an Easter egg!

What is one question you’re constantly asked or the biggest misconception about what you do?

“How do you buy the wallpaper and fabrics?” My shop acts as a showroom with the largest collection of domestic and English wallcoverings in Greene and Columbia Counties. I’m open two days a week for walk-ins but VERY MUCH welcome appointments to view samples.  Once my clients come to a decision, I have the wallpaper and fabrics shipped directly to them within the week. I don’t officially install but will, for hire, from time to time.

What is the most rewarding and most challenging aspect of your job?

The challenges themselves are the most rewarding. I prefer a design challenge like a tight space, low light or an odd architectural element for which I must find a workaround. Or, we uncovered some vintage wallpaper behind a wall that we ended up wanting to keep in the space. The challenges often become the inspiration.

Are there any new developments or upcoming projects you’d like to share?

Yes, I’m pleased to say we were recently featured on HGTV’s Who’s Afraid of a Cheap Old House? The episode is “American Dream Home” and can be streamed on Paramount Plus and HBO Go. We’re also the very first brick-and-mortar showroom to carry Fine & Dandy Co custom murals. We are honored and excited to carry this woman-owned small wallcoverings company in the shop.

What about the Hudson Valley makes it unique to live + work here?

The Hudson Valley is unique in that it is the next frontier for creatives. Downtown Manhattan used to be the hub for artists. When the artists were pushed out of Soho, they went to Brooklyn. When Brooklyn pushed them out, they packed their covered wagons and pioneered up the Hudson River. This is a special place to explore your dreams and hobbies, even for the most hybrid and oddly “multi-hyphenated!” The best part of it all is that there is room and fresh air here.

What impact does your business strive to have on your community?

The forgotten opera houses dotting New York’s Hudson Valley river towns were once indispensable venues for art and culture in the 19th and early 20th centuries. These beacons of luxury and enchantment were the soul of the community. Opera House Co honors the legacy of these grand structures with a collection of storied furnishings and decor that draw contemporary inspiration from bygone eras. My shop is a place to come and explore unique items and designs. I have held events to creatively empower people to take design risks and even learn how to hang their own wallpaper.

What local businesses do you rely on to be successful?

Some of the local businesses, such as the Stewart House and The Athens Rooster, have been quite supportive. They keep my business cards and give me a social media shout-out every once in a while. The Hudson Ferry Co brings folks from Hudson to Athens on the weekend. Hudson gets much attention for art furnishings, design, and antiques. Getting customers looking for those things on this side of the river is good.

What is missing in the area that you wish we had?

Our beautiful little river towns can be quite insular due to a lack of public transportation and reliable cabs. If we had reliable transportation connecting us, it would be better for everyone’s businesses.

Tell us something about yourself that people might be surprised to know.

I am a designer but am no stranger to getting my hands dirty, hence my lack of any kind of manicure. I have been hands-on, boots-on-the-ground, renovating all four of the antique homes I have owned in the Hudson Valley. I have done painting, woodwork repairs + refinishing, wallpapering, antique plaster repair, lime mortar brick and stone repair, landscaping, excavation, and plumbing! I often have done the jobs the contractors didn’t want to do.

What would be your dream Staycation?

If I could just have a month – a whole month, to not leave my current house, I would have the time to focus on finishing my own 4,000 square foot Federalist Era monster of a renovation!

What is your current state of mind?

Whatever’s NEXT… companies I haven’t met who I can collaborate with… design products I haven’t discovered yet… structures I could help restore and reimagine. LETS GO!

Photos Courtesy of Opera House Co

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Ready for a home makeover or designing the interior of your newly built home? Connect with Whitney!

OPERA HOUSE CO. |  Design – Wallcoverings – Furnishings

8 South Washington Street Athens, NY 12015 | Access via 2nd St. Alley
Hudson Valley Showroom By Appointment | 518-212-7429
Public Walk-in Hours: Friday 11-6 and Saturday 11-4

Follow/Connect with Whitney Parshall at Opera House Company via Website | Facebook | Instagram | Inside+Out

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