ASID CA Peninsula Vol 3 2016

SILICON VALLEY

DESIGN

ASID CA PENINSULA / SILICON VALLEY CHAPTER MAGAZINE ISSUE III 2016

Art is Science And selection is here.

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ASID CA PenInSulA/SIlICon VAlleY CHAPter offICe 1346 The Alameda, Suite 7-195 San Jose, CA 95126-5006 1.408.906.9577 administrator@capen.asid.org www.asidcapen.org ASID nAtIonAl 1152 15th St. NW, Suite 910 Washington, DC 20005 Tel: 202.546.3480 Fax: 202.546.3240 membership@asid.org www.asid.org eDItorIAl StAff Marie Chan, ASID, CID, GREEN AP Editor & Communications Director

PuBlISHInG StAff Advertising Sales Mike Watt • 972.989.2208 Design Chronicles magazine is published quarterly for the California Peninsula Chapter of the American Society of Interior Designers

by DSA Publishing and Design, Inc. The editorial content and the Design Chronicles magazine are controlled and owned by the California Peninsula Chapter of ASID. Reproduction of this publication in whole, in part, in any form is strictly prohibited without the written permission of the California Peninsula Chapter of ASID.

Jennifer Hale & Yukari Haitani

CA Peninsula/Silicon Valley Chapter News 04 04 05 06 10 12 14

PRESIDENT’S LETTER | Yukari Haitani, Allied ASID, CID, CBD, CKD 2016 ASID CALIFORNIA PENINSULA/SILICON VALLEY CHAPTER BOARD WELCOME NEW MEMBERS DESIGN EXCELLENCE AWARDS GALA & WINNERS COLORS FOR YOUR EVERY MOOD 2016 CHAPTER SPONSORS AWARD-WINNING TIPS

Index Of Advetisers 02

ALL NATURAL STONE

05

THE INTEGRATED LIFESTYLE

11

BRYANT STREET GALLERY

16

INTERTILE DISTRIBUTORS

15

CA HOMES

09

MENLO FLOORING & DESIGN

13

CG APPLIANCE EXPRESS

11

POLIFORM

12

DESIGN MART SILICON VALLEY

12

REBARTS INTERIORS

ON THE COVER

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PLATINUM AWARD WINNER Residential B - Kitchen Jennifer Hale, Allied ASID, NKBA Interiors for Modern Living Photographer: Robert Jansons

CA PENINSULA/SILICON VALLEY CHAPTER | ISSue III 2016 - 3 -

President’s Letter

“Are you a student member?” asked Richard Morrison, chapter President for FY2005. I was a student in the Interior Design Program at Cañada College back then. His five words changed my life and started my journey to the design world.

W

elcome to the new fiscal year 2017 (from October 2016 through September 2017). The ASID community started preparations for fiscal year 2017 in early spring this year, culminating in CLC (Chapter Leadership Conference) in July. ASID National described the coming FY2017 as a turning point for the new ASID, and as a result is supporting the strategic planning for all chapters more than ever before.

National set the five pillars for its three-year strategic plan and encouraged each chapter to bring these pillars to the chapter level.

Here are the five pillars and goals for FY2017: Design Impacts life To build consensus around a normalized vision of interior design to demonstrate the impact on the human experience. living the Brand Ensure our brand is credible and delivers recognizable benefits and value to our customers and stakeholders.

Communication Deliver consistent, timely and engaging messaging that leverages multiple media and channels of communications.

Diversity and Inclusion Lead diversity and inclusion efforts within the interior design profession and with our customers and stakeholders.

Alternate revenue Streams Create a portfolio of new and innovative offerings that generate alternative revenues at scale.

Based on these five pillars, the new chapter board has developed plans and monthly chapter meetings through next September. These seminars and events are planned to support the national goals. v More CEU seminars to create educational opportunities to chapter members, which impact our clients’ lives.

Color forecast 2017 Color is one of the most important elements for the interiors, which impacts our clients’ lives psychologically.

Hearst Castle weekend trip: A CEU lecture on Julia Morgan and the Hearst Castle, one of the most inspirational local architectural sites, is included. Although mid-century modern is currently in vogue, we would like to provide our members exposure to a diverse range of design inspiration for future projects.

Continued on page 5

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ASID CA PENINSULA/SILICON VALLEY 1346 The Alameda, Suite 7-195 San Jose, CA 95126-5006 1.408.906.9577 administrator@capen.asid.org www.asidcapen.org BOARD OF DIRECTORS

President Yukari Haitani, Allied ASID, CID, CBD, CKD 408.836.5926 President@capen.asid.org President-Elect Patricia McDonald, ASID 408.292.6997 President-elect@capen.asid.org Financial Director Cynthia Campanile, Industry Partner ASID Artistic Tile and Stone 605.954.4441 Finance@capen.asid.org Communications Director Marie Chan, ASID, CID, GREEN AP 408.261.2181 Communications@capen.asid.org Professional Development Director Cita Rojas–Sila, Allied ASID, LEED GA 408.314.1942 ProfessionalDevelopment@capen.asid.org Membership Director Janine Arietta, Allied ASID 408.265.8484 Membership@capen.asid.org Emerging Professional Chair Anny Wong, Allied ASID 408.502.6011 EPAC@capen.asid.org At-Large Director, IP Liaison Jackie Bartlett, Industry Partner ASID 408.544.9600 at-large@capen.asid.org Student Representative Milan Chen, Student ASID 650.799.9069 StudentRep@capen.asid.org Chapter Administrator Monika Rose 408.906.9577 administrator@capen.asid.org

Welcome

President’s Letter continued from page 4 title 24 update (Ceu Pending) California is planning another drastic update next January. The change will impact designs of our future projects. Nancy McCoy and the PG&E Pacific Energy Center will provide their recommendations. lecture on Zen design principles for American designers (Ceu pending): We will offer this educational opportunity during a Japan trip in March. This lecture will be available in Japan and locally in a seminar format.

Design for Autism, speaker tBD (Ceu Pending) Autism is one of the most challenging diseases facing society today. This is the first time our chapter will offer a seminar to study how interior design can make the lives of autistic clients easier. v Inspirational education trip to Japan: Create a new education opportunity in one of the more influential cultures for American designers outside the United States. We hope to bring more diversity to design inspiration for chapter members.

NEW

MEMBERS

ASID CA Peninsula/Silicon Valley Chapter would like to extend a warm welcome to our newest members. Come make friends and get involved please contact Monika Rose, our chapter administrator, for a committee to match your interests.

She can be reached at 408.906.9577 or administrator@capen.asid.org.

We look forward to seeing you at our meetings and working with you as design leaders!

allied members

Kerry Furtado, Allied ASID Erica Johnston, Allied ASID

Ariana Lavato, Allied ASID Janet Raftery, Allied ASID

sTUdeNT members

Kathleen Bicht, Student Member, ASID Kenly Bicht, Student Member, ASID Tyanne Amelia Goltz, Student Member, ASID Nicole Katona, Student Member, ASID Nancy Lanthier, Student Member, ASID Radhika Mehra, Student Member, ASID Brittany Price, Student Member, ASID Melissa Vaccaro, Student Member, ASID

v Town hall meeting with Randy Fiser, CEO of ASID: Randy will share ASID's vision for how the ASID community can impact the design world including the One Voice campaign for our right to practice. We are planning to invite other organizations such as the ASID CA North chapter, NKBA, IIDA, etc. The event can create a strong communication opportunity to make our design community tighter to fight for designers’ right to practice.

We would like to open up more voices of diversity with other organizations for the campaign. v Continue the tradition of our Design Excellence Awards Gala to share the outstanding design achievements in the chapter.

Our chapter's award winners will be featured in a local magazine to show how our designers can impact their clients’ lives as ASID designers (branding). v Support our student members who will be the key to future success in our design community. Colleges in our chapter have multicultural students to bring future design diversity. v Celebrate graduating students who advance to Allied membership. The Board will like all professional members to celebrate together in order to provide welcoming support to new designers.

Lastly, I would like to express how lucky our chapter is. The California Peninsula/Silicon Valley Chapter is one of of the strongest chapters across the country. ASID is a 100% non-profit organization. Our outstanding success would not be possible without the support of our loyal sponsors and active volunteers.

All of these initiatives require a team effort to succeed, between designers, student members, and industry partners. The chapter Board of Directors and I are looking forward to working with you to make 2017 another successful year.

Thank you for your support and looking forward to seeing all of you in the chapter meetings.

Yukari Haitani, Allied ASID, CID, CBD, CKD ASID CA Peninsula/Silicon Valley Chapter President 2016-2017

Photos courtesy of The Integrated Lifestyle, Artison USA.

The Integrated Lifestyle Inspired Audio - Video Solutions

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reinvents the Home Technology landscape for Interior Designers and their clients. New possibilities for concealing audio/video/ internet hardware provide greater enjoyment and convenience. The Integrated Lifestyle uses inspired installation techniques and innovative products to delight your clients. Contact us early in your project to minimize time, money, and stress.

Visit our Campbell design showcase. 1190 Dell Avenue, Ste. J, Campbell, CA 95008 408-393-4779 james@theintegratedlifestyle.com www.theintegratedlifestyle.com

CA PENINSULA/SILICON VALLEY CHAPTER | ISSue III 2016 - 5 -

Design Excellence Awards Gala The 2016 Design Excellence Awards Celebration showcased the chapter’s best designers with a throwback “Mad Men” theme that no one will forget! The night was perfectly organized from the gin gimlets, to the Pan Am flight attendants, to the swagger auction items, to the delicious food prepared by Riggs Chef Ivan and Chef David; and who can forget Design Mart’s Kevin Daroca who charmed everyone with his white tuxedo and great sense of humor. Our guests had fun donning their stylish mid-century inspired attire, perusing the auction vignettes, and being serenaded by our Dean Martin impersonator who wowed all the ladies!

The Gala team led by Chris Nobriga and Sue Ross brought mid-century modern back to life with a first-class experience. The hard working competition team lead

help support student scholarships and programs throughout the year. A huge thanks to the DEAG committee members, Media Sponor Luxe magzine, Entertainment Sponsor Artistic Tile & Stone, and most of all to Riggs Distributing for hosting a swagger evening!

Patricia McDonald, Julie lohr Hoefler, Carol Woodard & Pamela Pennington

by Cita Rojas-Sila and Natasha Hyndman coordinated judging day, and showcased 45 projects featuring 57 designers with an impeccable presentation, and photo albums for guests to see throughout the night. All the winning projects will be featured in Luxe Magazine’s 2016 Nov/Dec issue.

The unforgettable swag bags included a coloring book featuring all the winners, a handmade pencil case with personalized coloring pencils, olive oil courtesy of DesignMart Silicon Valley and beautiful coffee mugs with power banks courtesy of Artistic Tile & Stone.

We thank our generous auction sponsors and donors, and lucky bidders who helped our chapter raise over $5,700 from the silent auction. Their generosity will

tony Campanile, Alison Whittaker, Pierre Brule, Cynthia Campanile & Susan Hoffman

Diane Hurd, Dori Bolivar, Patali Dandu, Donna leahy & Katherine Quan

PlAtInuM AWArD WInnerS

reSIDentIAl B – Kitchen Jennifer Hale, Allied ASID, NKBA Interiors for Modern Living

reSIDentIAl B - Kitchen Kristen Totah, ASID Studio K Kitchens and Design, LLC

WINNERS

GolD AWArD WInnerS

reSIDentIAl A - Single family residence under 3000 Sf Fannie Allen, Allied ASID Fannie Allen Design

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reSIDentIAl A - Bath Kari McIntosh Dawdy, Allied ASID Kari McIntosh Design reSIDentIAl A - Kitchen Susan Hoffman, Associate ASID Denise Carey, ASID Susan Hoffman Interior Design reSIDentIAl A - Kitchen Leslie Lamarre, Associate ASID, CID, CKD Erika Shjeflo, ASID, CID TRG Architecture + Interior Design

reSIDentIAl A - Kitchen Kristen Totah, ASID Studio K Kitchens and Design, LLC

reSIDentIAl B - Bath Tsun-Yen Wahab, Allied ASID Pamela Pennington Studios

reSIDentIAl B - Single family residence over 3000 Sf Yukari Haitani, Allied ASID Haitani Design

reSIDentIAl B - Kitchen Leslie Lamarre, Associate ASID, CID, CKD TRG Architecture + Interior Design

reSIDentIAl B - Single family residence over 3000 Sf Leslie Lamarre, Associate ASID, CID, CKD J. Michael McGinn, ASID, CID TRG Architecture + Interior Design reSIDentIAl B - Single family residence over 3000 Sf Lisa Staprans, Allied ASID Staprans Design reSIDentIAl B - Single family residence under 3000 Sf Lucile Glessner, Allied ASID Lucile Glessner Design reSIDentIAl B - Single family residence under 3000 Sf Pamela Pennington, ASID Pamela Pennington Studios

CoMMerCIAl B - Corporate Lucile Glessner, Allied ASID Kayla Aldridge Ratajczak, Allied ASID Hilda Moattar, Allied ASID Lucile Glessner Design CoMMerICIAl A - Healthcare Linda Sullivan, ASID Sullivan Design Studio CoMMerCIAl B - Institutional Ariel Richardson, Allied ASID ASR Design Studio SPeCIAltY - residential Historic restoration Amanda Morris, ASID, CID Pamela Pennington Studios

StuDent CoMMerCIAl Milan Chen, Student ASID Cañada College StuDent CoMMerCIAl Patali Dandu, Student ASID Autumn Arias, Student ASID West Valley College

SIlVer AWArD WInnerS

reSIDentIAl A - Single family residence over 3000 Sf Jamie Kern, ASID Design Theory Interiors of California, Inc reSIDentIAl A - Single family residence over 3000 Sf Alison Whittaker, Allied ASID Alison Whittaker Design, Inc.

reSIDentIAl B - Single family residence under 3000 Sf Kristen Totah, ASID Studio K Kitchens and Design, LLC

reSIDentIAl A - Single family residence under 3000 Sf Kari McIntosh Dawdy, Allied ASID Kari McIntosh Design

reSIDentIAl B - Bath Leslie Lamarre, Associate ASID, CID, CKD TRG Architecture + Interior Design

reSIDentIAl A - Single family residence under 3000 Sf Kay Heizman, ASID Kay Heizman Design

reSIDentIAl B - Bath Tsun-Yen Wahab, Allied ASID Pamela Pennington Studios Katie Post & Denise Carey

CoMMunItY SerVICe ProJeCt Milan Chen, Student ASID Diane Forese, Student ASID Michelle Talley, Student ASID Diane Hurd, ASID Fred Wee, Industry Partner Mark Brunetz, Industry Partner eMerGInG ProfeSSIonAlS - residential Jennifer Glynn, Allied ASID Barbara LaVigna, Allied ASID Space10 Interiors, LLC

Kevin & Sharon Daroca

StuDent reSIDentIAl B - Bath Isabell Wolf, Student ASID Cañada College

Chris nobriga & Shae Wilder CA PENINSULA/SILICON VALLEY CHAPTER | ISSue III 2016 - 7 -

reSIDentIAl A - Bath Leslie Lamarre, Associate ASID, CID, CKD TRG Architecture + Interior Design reSIDentIAl A - Singular Space / Showhouse Kari McIntosh Dawdy, Allied ASID Kari McIntosh Design reSIDentIAl B - Single family residence over 3000 Sf Kristen Totah, ASID Studio K Kitchens and Design, LLC reSIDentIAl B - Bath Yukari Haitani, Allied ASID Haitani Design reSIDentIAl B - Bath Alison Whittaker, Allied ASID Alison Whittaker Design, Inc. StuDent reSIDentIAl Milan Chen, Student ASID Cañada College

Silent auction vignette at DeA Gala

A Million Thanks to our DEA Gala Sponsors!

Host & Event Sponsor

StuDent reSIDentIAl Lisa Mellberg, Student ASID Cañada College

Entertainment Sponsor

StuDent CoMMerCIAl Milan Chen, Student ASID Cañada College StuDent CoMMerCIAl Isabell Wolf, Student ASID Cañada College

Silent Auction Sponsors

BronZe AWArD WInnerS

reSIDentIAl A - Single family residence under 3000 Sf Severine Secret, Associate ASID Go2 Design Studio reSIDentIAl A - Singular Space Sindhu Peruri, Associate ASID Peruri Design Company reSIDentIAl B - Kitchen Yukari Haitani, Allied ASID Haitani Design

Cita Rojas-Sila, Allied ASID

San Francisco

Sue Ross, Student ASID

Yukari Haitani, Allied ASID

Susan Hoffman, Assoc ASID

Chris Nobriga, Student ASID

reSIDentIAl B - Kitchen Severine Secret, Associate ASID Go2 Design Studio reSIDentIAl B - Kitchen Alison Whittaker, Allied ASID Alison Whittaker Design, Inc. unIVerSAl DeSIGn Alison Whittaker, Allied ASID Alison Whittaker Design, Inc.

- 8 - ISSue III 2016 | CA PENINSULA/SILICON VALLEY CHAPTER

M

DESIGN EXCELLENCE AWARDS COMMITTEE

Competition Chairs: Cita Rojas-Sila and Natasha Hyndman Gala Chairs: Chris Nobriga and Sue Ross Judging Chair: Janine Arietta Competition and Judging Day Committee: Marianne Bauer and Ann Flynn Auction: Kenly Bicht and Nicole Katona Centerpiece: Dori Bolivar and Stephanie Schaeffer Photo Album and Slide presentation: Marianne Bauer Entertainment: Pierre Brule and Melinda Mandell Master of Ceremonies: Kevin Daroca Logo and Invitation: Monika Rose Volunteer Coordination: Karin Parodi Volunteers: Susan Hoffman and Katherine Quan

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CA PENINSULA/SILICON VALLEY CHAPTER | ISSue III 2016 - 9 -

Colors

FOR YOUR EVERY MOOD

Many thanks to Lee Eiseman, color expert and executive director of the Pantone Color Institute, for graciously allowing us reprint portions of her book Colors for Your Every Mood. In this insightful work, Lee asserts that color is the key to establishing mood, and that color moods should be used as reference points to help define a space and express the homeowner’s personality. Excerpted below are the Eight Personal Color Moods as defined in her book.

For details about Lee’s work or the book, please visit www.colorexpert.com. Color names in caps cited below are from the PANTONE Textile Color System® Paper Edition.

Whimsical Whimsical is the fun-loving, free-spirited, joyful set of color combinations, including the primary (red, yellow, and blue) and secondary colors (orange, green, and purple) with lots of brights and contrast between colors. The dominant colors are bright hues in all the color families—warm reds, cheery oranges, smiling yellows, electric blues, hot purples, and gumdrop greens. These exuberant combinations are great fun in children’s rooms, family rooms and kitchens where the entire family or friends you are entertaining gather to cook, but they can be used in any room where you want the spirit of pleasure and activity to come alive.

Some examples of Whimsical combinations are v BRIGHT ROSE, SNOW WHITE and BLARNEY GREEN, or v STRONG BLUE, GRASS GREEN and DAFFODIL. Tranquil Connected in the mind’s eye to the sky and sea, this is the serene, restful, soothing, peaceful, and quiet mood dominated by the cool, clear, light-to-midtone shades of clear greens, misty aquas, soft blues, cool mauves, pristine whites, and vaporous grays. Inspired by what the French call l’heure bleu—twilight, when all the world seems to be winding down—an even more quiescent mood is encouraged by the use of deeper dusky blues, blue-greens, and shaded lavenders.

Some examples of Tranquil combinations are v SEA BLUE, SEAFOAM GREEN, GRAY VIOLET and STAR WHITE; v SPA BLUE, ORCHID ICE and GRAY MIST; v PURPLE HAZE, DUSK BLUE, CELESTIAL and HUSHED VIOLET.

Nurturing The Nurturing mood may seem somewhat similar to the Tranquil environment, but this group of color combinations is lighter, more delicate, and predominantly warm; Tranquil is predominantly cool.

The dominant colors are variations of pale pastels: for example, the lightest warm yellows, peaches, roses, melons, and creams balanced by touches of pastel blues, subtle greens, lavender tints, barely gray, and tinted whites.

Some examples of Nurturing combinations are v MELLOW YELLOW, PEARLBLUSH and ANTIQUE WHITE; v SOFT PINK, SILVER BIRCH, and SEEDLING green.

Traditional The colors are those that stand the test of time, from the muted shades of TEAL, CADET, LIGHT TAUPE and ANTIQUE-GOLD to deeper tones of WINEBERRY, HUNTER GREEN, INSIGNIA BLUE, BROWN STONE, and PATRICIAN PURPLE. They will always grace dining rooms, living rooms, and dens with a sense of formality and purpose.

Examples of Traditional combinations are v TAPESTRY green, ANTIQUE GOLD, and CLARET RED; v EGGPLANT, SHADED SPRUCE, and PLAZA TAUPE. Contemplative If minimal is your middle name and you live by the credo that “less is more,” the neutrals of gray, beige, taupe, ivory, and other off-whites will work best as your background. Key to this mood are words such as pensive, thought provoking, sacred, and spiritual.

Examples of Contemplative combinations are v COBBLESTONE, FEATHER GRAY, BIRCH, and DEEP PURPLE; v SAUTERNE, WILLOW GREEN, and RUBY WINE; v JADE GREEN, BRIGHT RED VIOLET, and PASTEL ROSE TAN. Dynamic Dynamic is the energetic, electric, dramatic, powerful group of color combinations. These are chrome yellows, Ming greens, crimson reds, royal blues, prism violets, ebony blacks, bright whites. Slick surfaces and metallic finishes such as chrome and brass, gold and silver (used in combination), vivid colors, angled geometrics, strong

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contrasts, or bright accent colors bouncing off combinations of black and white.

The multifaceted jewel tones are the perfect accents that keep the black and white from getting too sterile and stark.

Examples of Dynamic color combinations include: v AMETHYST, EMPIRE YELLOW, black, and white; v PERIDOT, TOPAZ, and STAR SAPPHIRE; v CHARCOAL GRAY, MAGENTA, and SILVER.

MY LIFE DESIGN STORIES Senzafine walk-in closet, design Rodolfo Dordoni.

Tribeca coffee table, design Jean-Marie Massaud. Gant pouf.

Romantic Romantic is weathered pine and wicker combined with damask or lace, of wintry living or a cottage at the beach, the marriage of rococo Victorian and comfortably casual, all with a loving and thoroughly homey touch.

Romantic mood colors are neither too deep nor too pale, too hot or too cool, but somewhere in between. A more sophisticated take on midtones, these are like the subtle gradations of a fading hydrangea at summer’s end, with such Romantic combinations as v DUSTY LAVENDER, TEAL BLUE, and APRICOT CREAM; v TAWNY BIRCH, BRIDAL ROSE, and BASIL. Sensuous Endangered species are very much alive here in tiger or leopard-like upholstery and faux fur throws. This is a sultry room that tempts you with its opulence and plushy textures; the perfect setting for an Oriental carpet and chaise lounge.

This is not a setting for the fainthearted—there is a commitment here to robust reds, rich browns, desert, camel, burnished gold, indigo blues, hot pinks, orange mango, the spicy tones of curry and paprika and, of course, jet black.

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Examples of Sensuous combinations are v CURRY, HOT PINK, and INDIGO; v ITALIAN PLUM, RICH GOLD, and ANTIQUE BRONZE.

CA PENINSULA/SILICON VALLEY CHAPTER | ISSue III 2016 - 11 -

Blinds • Shades • Shutters • Draperies • Roman Shades

2016 CA Peninsula’s Chapter Sponsors Diamond Sponsor

Platinum Sponsors

Gold Sponsors 1352 Broadway, Burlingame, CA 94010 650-348-1268

Window Fashions Gallery

INDUSTRY PARTNER

990 Industrial Rd., Ste 106, San Carlos, CA 650-508-8518 253 State St., Los Altos, CA 650-348-1268 www.rebarts.com • www.rebartsinteriors.com 13596

© 2016 Hunter Douglas. ® Registered trademark of Hunter Douglas.

Silver Sponsors Kravet Lee Jofa Brunschwig & Fils Ralph Lauren Home Groundworks

San Francisco

Duralee Highland Court Bailey & Griffin Clarke & Clarke Lulu DK James Hare Robert Allen Beacon Hill And so much more!

- 12 - ISSue III 2016 | CA PENINSULA/SILICON VALLEY CHAPTER

Bronze Sponsors

+7% Partner Program Invitation CG Appliance Express is Northern California’s leading distributor of appliances since 1956. We are proud to invite ASID members only to our Cash Back Partner Program which you can earn up to 7% Cash Back.

This program is designed to reward the person who specifies appliances and brings their business to us.

We will provide you and your client’s complete specifications, solutions, manufacture exclusive rebates, Free White Glove Delivery, Free Professional Installation, and *Free Financing, Free 10 year limited warranty on all purchased appliances.

Benefits

Who Qualifies?

• eligibility to earn up to 7% volume reward for appliance sales, paid on all referred and delivered sales.

ASID MEMBERS ONLY  Architects

• 7% Cash back on qualifying brands like Thermador, Viking, miele, Ge monogram, dCs, Fisher Paykel, asko, select bosch, Jenn-air, leibherr and more premium qualifying brands.

 Interior Designers

 Kitchen Designers

• discounted display Pricing for your showroom displays.

 Kitchen Showrooms

• Personal Use discount (if applicable)

• Free White Glove appliance delivery

"It pays to refer your clients to CG Appliance Express."

• Free Financing*

• Free appliance Professional installation*

www.cgappliances.com (650) 756-3931 Daly City

(415) 532-9323 San Rafael

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(510) 706-8831 San Leandro

(650) 654-3100 San Carlos

(408) 726-6193 San Jose

Award-Winning Tips A Conversation with Pamela Pennington, ASID

By Mary Ann McEwan, ASID, CID, MBA

If there were an award for winning the most design awards, then Pamela Pennington, ASID would surely be the winner! From 1984 through 2016, Pamela and her talented team at Pamela Pennington Studios have won 66 ASID Design Awards, which have included Gold, Platinum and Judge’s Choice Awards in the mix. In addition, she has received 4 ASID Service Recognition Awards, as well as design awards from Sunset Magazine, Halo Metalux, and California Home and Design, among others, for a total of 79 awards. What better person to ask, “What is your secret to winning design awards?”

Pam points out that it’s only been in the last few years that the design competition submissions have been all digital. Before that, designers prepared binders. While the requirements are essentially Modern furniture becomes emotionally charged with evocative artwork, the same, the process is different. At that time, the Before and After drawings were done by hand, subtle lighting and a pop of red tulips. Photo: eric Zepeda and Pamela and her team would take the extra step by doing them all in ink. Each drawing was labeled with an arrow showing the direction of the shot. The judges could physically flip the pages of the binder to look at the drawings, the Problem/Solution statement, and the Before and After photos. In addition, a sample board was required. Pamela says she often used those binders as a marketing tool to show prospective clients the elements of a typical design project.

However, with the new digital format, Pamela states, “it literally comes down to the photograph…everything else doesn’t matter anymore.” And that is the first tip, in what we can call “Pamela’s five tips for Winning Design Awards”:

1.“to win, you have to take the best picture of your project you possibly can get.” This is not only from the standpoint of seeing the photo on a large screen at an awards ceremony, but also from the standpoint of being on social media sites and on your own website. “Pick a photographer whose work you really like.” The photographer becomes one of the most important aspects of the way your project is seen, once you have determined that the project itself is worthy.

2. “It’s all about telling a story and evoking an emotional reaction with your photograph.” “What do you want this photo to feel like? What’s the story? Be a voyeur: who gets to live there?” We asked Pamela to include photos of her favorite spaces. The first one she submitted is “not so much my favorite space as one of my favorite photos, because of the emotional impact of the photograph and the implied story of the space.” It is indeed evocative with its ambiguities and contrasts, and draws us right into the room. The second one includes a dog and a warm fire, inviting us to walk right through the door.

3. “Stage your shot.” “Captivate the judge who’s going to publish this. They’re looking for an image that says, ‘Winner’. It’s really a marketing tool, how it’s going to sell. Have the photographer capture your brand.” Further, “walk the project”: add plants, flowers, unique items, “a spot of color,” and tweak what’s there. Rather than simply being a good photo, it should reflect your brand image and tell your audience something about you as a designer.

4. “focus on what’s unique with that project.” “By using Before and After photos, you see the process.”

Composition, color and texture are key. ”Art is hugely important. It’s all about being into your project enough to know the shot.” In addition to having a good photographer, “as a designer, you have to design that shot.”

When you look at a digital slide show at the awards ceremony, “what do you stare at, what catches your attention? It’s something I’ve been very good at and have a passion for,” Pam admits. “What do you respond to? What makes you say, ‘That’s a great project, that’s a good designer’?”

5. Keep “looking, looking, looking, looking.” “You have to have a great project, but you can make it a lot better by how you shoot.” Think about lighting, the time of day or evening which would best grab the essence of the place. Whether a large or small space, “capture that atmosphere with the photo and evoke a story.” Pam notes that, ”a lot of photographs are vignettes; you don’t always see the whole room.” What will be the best angle? For Pam, sometimes it’s “on a ladder looking down.” However you choose to shoot it, “capture the magic.“

the dog, beckoning fire, and open door all draw us into this space, shot in the evening to enhance the story. Photo: eric Zepeda - 14 - ISSue III 2016 | CA PENINSULA/SILICON VALLEY CHAPTER

Thank you Pamela, for sharing some of your secrets of creating magical interiors, and the process required in turning them into award-winning projects.

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