soundstage location~speaker plane; speaker design or placement?

Let's say for the purposes of argument that in a given set-up the soundstage appears principally in one of three locations: (1) mainly behind the plane of the speaker drivers (distant); (2) more or less centered on the plane, a little behind and a little in front (middle); (3) mainly in front of the plane of the drivers (close).

What are the important factors that go into creating this acoustic illusion?  Are some speakers more forward and others more laid-back (not bright vs. mellow--I'm always referring here to soundstage location), because of their design, or is it more a function of their placement in the room and the room itself?  Some brands have a reputation for being more forward, which suggests to me that it's at least partly attributable to design.