Bringing Glamour Home: Inside Safir Shamsi’s Revival of a 1930s LA Duplex
Discover how careful restoration and thoughtful design revive 1930s Los Angeles homes, merging historic glamour, architectural heritage and modern luxury
Sunlight filters through vintage-inspired sconces in the primary bathroom, casting warm shadows across glazed tile walls that have been lovingly restored to their original shine. The checkered tile entryway gleams beneath cast iron lighting fixtures, each detail carefully selected to honour the glamour of old Hollywood whilst meeting today’s standards for luxury living.
For Safir Shamsi, the real estate agent and designer behind this careful restoration of a 1930s duplex on La Jolla Avenue, the satisfaction comes not from the record-breaking lease prices his project achieved, but from the process of bringing a beautiful building back to life. ‘The goal is always to create something that feels homeowner-worthy, not tenant-grade,’ says Shamsi, whose approach through his firm Studio ROI shows his love for preserving Los Angeles’ architectural heritage.
A Different Kind of Real Estate Vision
With over 15 years in real estate, Shamsi has made restoration his specialty, but his approach works differently from typical property development. Rather than gutting historic buildings for modern efficiency, he focuses on preserving the architectural details that give these homes their character. The Spanish Colonial Revival style that flourished in LA during the 1920s and 1930s carries more than just architectural trends – it holds the heritage of Old California and the prosperity of Hollywood’s golden era.
This particular duplex project required months of detective work to understand the original design intent. Studio ROI spent time researching period-appropriate materials and techniques, making sure every replacement element would complement rather than compete with the existing architecture. The cast iron lighting fixtures weren’t simply chosen for their vintage appearance – they were selected to match the geometric patterns and bold lines that make authentic 1930s Hollywood glamour so distinctive.
The Art of Thoughtful Restoration
Shamsi’s commitment to understanding why certain design elements endure makes his work special. The glazed bathroom tiles weren’t simply cleaned and re-grouted – they were carefully assessed for their original colour and finish, then restored using techniques that would preserve their lustre for decades to come. The vertically placed sconces in the primary bathrooms pay homage to the Art Deco style’s signature geometric shapes and dramatic contrasts that defined the era’s aesthetic.
Shamsi’s team researched the building’s history, understanding how families would have lived in these spaces during the 1930s. The restoration process involved not just preserving beautiful features, but making sure they functioned as intended by their original designers. Similar attention to historical detail can be seen in other thoughtful renovation projects that honour a building’s original character whilst updating it for modern life.
Why Details Matter More Than Dollars
The emotional rewards of this kind of work extend far beyond financial returns. Historic preservation creates deep personal satisfaction by connecting people to their community’s cultural memory and architectural heritage. For Shamsi, each restored element feels like a conversation with the craftspeople who originally created these details nearly a century ago.
The year-long timeline wasn’t driven by complexity alone – it showed Shamsi’s unwillingness to compromise on quality. Each phase of the project required careful consideration of how modern updates could enhance rather than diminish the building’s historic character. The result has attracted a diverse range of tenants, from families to entertainment industry professionals, all drawn to the authentic atmosphere that careful restoration creates.
From La Jolla to Marina del Rey
Shamsi’s current project, an Art Deco waterfront home in Marina del Rey, shows his commitment to understanding each building’s unique personality. Rather than defaulting to predictable coastal aesthetics, he’s exploring warmer hues and bold vintage accents that honour the property’s architectural heritage whilst embracing its waterfront location. This approach mirrors the philosophy seen in other luxury home projects that prioritise thoughtful design over flashy features.
The preservation movement in Los Angeles has gained momentum as more people recognise the cultural value of maintaining architectural diversity. Shamsi’s work contributes to this effort, showing that thoughtful restoration can be both financially sound and culturally meaningful.
The Lasting Appeal of Thoughtful Design
Shamsi’s approach offers something different: spaces that reward close attention and reveal new details over time. The success of his La Jolla duplex project – with lease prices that set new area records – suggests that people are willing to pay for authenticity and craftsmanship.
His philosophy extends beyond individual projects to encompass how we interact with our built environment. ‘That’s what ROI means to us,’ Shamsi explains, ‘return on investment and return on inspiration.’ This double meaning captures the essence of his approach: creating spaces that are both economically sound and emotionally nourishing.
For those considering their own living spaces, Shamsi’s work offers valuable lessons about the impact of intentional design. The subtle details that make historic buildings so appealing – the way light plays across textured surfaces, the satisfying weight of quality hardware, the visual rhythm created by thoughtful proportions – can be incorporated into any home with careful attention and respect for craftsmanship, as shown in other historic home renovation projects that blend period charm with modern luxury.
The revival of this 1930s duplex shows how preservation creates emotional attachment and cultural connection, enriching both individual lives and community identity. In choosing to restore rather than replace, Shamsi has created something that feels both timeless and thoroughly contemporary – a space where the glamour of old Hollywood meets the comfort of modern living.
