ISSUE 3 | 2019
Personal Branding This Issue
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ISSUE 3 | 2019
DEPARTMENTS OUTGOING PRESIDENT’S LETTER
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INCOMING PRESIDENT ELECT’S LETTER
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ISSUE 3 | 2019
Personal Branding This Issue
ON THE COVER NIELSEN DYE DESIGN Douglas Dye and Phillip Nielsen
CONTENTS 11 12 14 16 18 20
IN MEMORIUM Marty Rayle, FASID and Darrell Schmitt, FASID
INSTALLATION OF THE 2020 LOS ANGELES BOARD OF DIRECTORS Held at the Peninsula Hotel in Beverly Hills.
2009 ANNUAL MEETING Hosted by the Sinterclad Surface Solutions in North Hollywood. By Michele La Flesch, Membership Director
NEW INDUSTRY PARTNER EVENT TO PROMOTE ASID Podcasts for the interior design community. By Victoria Reitz, ASID
ASID LEADERSHIP CONFERENCE This years conference held in Atlanta. By Alexandra Anderson, ASID IP
KRAVET HISTORY Five generations and 100 years later, same principles act as Kravet’s guiding light.
22 24 26 28 30
LIGHT BULB MOMENT Small business branding tips from ADG Lighting. By Gerald Olesker, Founder/CEO
EUROPEAN HARDWARE FINISHES Authentic quality French, Italian and English hardware. By Roxanne Greene
WHAT TAKES 4.5 YEARS, A LOT OF SWEAT AND TEARS, AND IS A HOA-RUN DESIGN PROJECT? By Philip Nielsen
DESIGNING YOUR OFFICE EXPERIENCE Showcasing yoru brand to your client. By Julia A. Molloy
STUDENT DESIGN COMPETITION Held at the Pacific Design Center Fall Market 2019 By Lissette Meza, Student ASID
LADESIGN | ISSUE 3 | 2019
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LETTER FROM THE OUTGOING PRESIDENT
Los Angeles Chapter I
t is that time of year to say “Hello” to the 2020 Board and “GoodBye” to the 2019 Board. Thank you to all who attended the 2020 Installation of the Board of Directors on a Sunday Afternoon, September 15th, at the beautiful Peninsula Hotel in Beverly Hills! As of October 1, 2019, Shepard E. Vineburg, ASID and his board will be leading our wonderful chapter into the future!
It has been an honor to represent this outstanding chapter this past year. ASID Los Angeles is truly a shining star because of all of you! If I were to sum up the last year for the chapter using our own industry terms, I would say that we did some remodeling and refreshing of the chapter. Many of the great programs continued and improved, Master Series, Modernism Weekend in Palm Springs, Santa Barbara Design Conference and Paris Week were all successful events with great feedback from attendees. We continued to grow the events while retaining the best parts from previous years, making them exciting and fresh. We have a new office which is much more usable for our members. Moving from the second floor to the mezzanine at the Pacific Design Center put us in a better location and the office itself is much more inviting and representative of our charter. Although not planned, the new office has a new Administrator, Ninnette Stewart, who joined us this year right as we were performing the office move. Ninnette stepped in with enthusiasm, working with the Board to bring more order, structure and efficiency to our operations. If you haven’t yet, please stop by and meet her. Our office is open 9am – 5pm Monday thru Friday. This year’s successes were not done by me alone. It took a large team who were honored at the Installation for their contributions to the ASID Los Angeles Chapter. These awards are indicative of the personal commitment each of these recipients has given this year to our chapter and the profession. For if they had not stepped up, it would have truly been noticed and our chapter would have suffered. It is with sincere gratitude that I awarded the following: 2019 BOARD OF DIRECTORS – CERTIFICATE OF APPRECIATION Shepard E. Vineburg, ASID – President-Elect Fernando Diaz, FASID – Financial Director Catherine O. Haslem, Allied ASID – Professional Development Director Michele La Flesch, Industry Partner – Membership Director Todd Carpenter, Industry Partner – Communications Director Alexandra Anderson, Industry Partner – Director at Large Olivia Wetterau, Student Member – Student Rep to the Board of Directors
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CERTIFICATE OF APPRECIATION – These individuals stepped up and responded to a need to ASID Los Angeles. Their service was extremely beneficial to the chapter. Anne Wait, ASID, CID Cynthia B. Burnett, ASID Deric Schmidt, Allied ASID Shelby Fowler, Industry Partner CERTIFICATE OF MERIT – These individuals were called upon for a need at ASID Los Angeles. They exceeded all expectations by creating a program and/or developing a new positive procedure for a current program. Frank A. Slesinski, Allied ASID Elizabeth Ribons, ASID Alexandra Anderson, Industry Partner Todd Carpenter, Industry Partner PRESIDENTIAL CITATION – These individuals have consistently been involved in multiple projects and/or activities throughout the year for ASID Los Angeles. Their efforts exceed all expectations, reflecting the highest standard of Professionalism. Catherine O. Haslem, Allied ASID Fernando Diaz, FASID Jean M. Pinto, FASID Victoria Reitz, ASID Rocky La Fleur, Industry Partner, Lifetime Achievement Award Recipient 2018 The new ASID Los Angeles team coming in has all the right people and talent to continue the Chapter’s progress and to make us a highly valuable association to our members, industry partners, and the communities we work in. As always, I was honored to be your 2019 President! Happy Designing,
Kelly Azzarello ASID Los Angeles 2019 Chapter President
The many ways we celebrate our Chapter
H A R DWA R E
.
L I G H T I N G
.
P LU M B I N G
ISSUE 2 | 2018/2019
| 2019 ISSUE 1
Why Go All Over Town? CON CONTRACT NTRA FINISHES FIN NISH ire Classics Insp Yesterday’s s n io at ov Today’s Inn
905 mission street south pasadena california . 91030
6 2 6 . 7 9 9. 3 5 0 3 m i s s i o n w e s t. b i z CALIFORNIA LOS ANGELES This Quarterly takes a look at Personal Branding. In every issue, we publish remarkable articles from every member of our Chapter and rely on you to contribute to our Quarterly. We handcraft each issue to include your insights, experiences and knowledge. Thank you and please help keep your Quarterly growing! Send your contributions to administrator@cala.asid.org
next door to:
mission tile west photography by Stephanie Wiley ad design by Blue Metropolis Design
LADESIGN | ISSUE 3 | 2019
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LETTER FROM THE INCOMING PRESIDENT
Los Angeles Chapter I
was so delighted to see the many bright, cheery faces assembled for our High Tea Installation of Officers at
The Peninsula Hotel on Sunday afternoon September 15th! For a brief moment, life became a little less
mundane where everything became far more colorful, vibrant and beautiful! It was a stunning event! I thank
everyone who attended! When I was asked where I wanted to hold this year’s 2020 ASID LA Installation, it was
important for me that it be held at a place with a sense of luxury, continental elegance and style! I believe we ASID
designers have an additional ‘chromosome’ bridging our practical design solutions with the esoteric! Don’t we
possess some fanciful extra ingredient enabling us to design projects that bring about a continuum of Client and
Designer? The ability to transform our Client’s ultimate fantasies into reality! Design is not merely a formula.
Rather, ASID Designers are able to coalesce Professionalism with Vision! Artistry with Functionality! Workability with Style! That’s what we’re all about!
I along with our 2020 Board of Directors plan during this next year to do our level best to steer and propel our
ASID LA Membership into a plotted course of continued compelling professional development. Please feel free to
make suggestions of whatever events you might like to see during this upcoming year, so that we may bring you
a sense of inspiration and commitment. I personally hope to live up to my name and help Shepherd you all through
a very fruitful year. All ASID members are invited to sit in the gallery at our Board Meetings which are scheduled
to begin at 3pm on the 2nd Wed. of each month. We hope to meet up for drinks and perhaps dinner afterward and
all are invited.
I want to thank last years 2019 Board led by Kelly Azzarello for leaving us in good stead, as well as to our new
2020 Board of Directors for agreeing to undertake their new positions of responsibility. This is a group effort and
your commitment to ASID is so greatly appreciated and respected. In closing, I thank you one and all for your collective good cheer! May we at ASID continue on, proclaiming “Design Impacts Lives”!
Shepard E. Vineburg, ASID
ASID Los Angeles 2020 Chapter President
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LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
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ASID LOS ANGELES
Cynthia Burnett, ASID
Contributing Writers Kelly Azzarello, Allied ASID Shepard Vineburg, ASID
8687 Melrose Avenue, Suite M33 West Hollywood, CA 90069-5701 310-659-4716 www.asidla.org • asidoffice@asidla.org
Alexandra Anderson, ASID IP Roxanne Greene Michele La Flesch Lissette Meza, Student ASID
BOARD OF DIRECTORS President Shepard E. Vineburg, ASID
Julia A. Molloy Philip Nelsen, Assoc. ASID Gerald Olesker Victoria Reitz, ASID
President Elect Victoria Reitz, ASID
Contributing Photographers
UGS R ND A S C I BR A F NE I F N EA L C ND A T EC OT PR O 4
Michelle La Fresh ASIDIP Lissette Meza, Student ASID
NG NEEDS SHI YOUR FURNI L 4O h3%26% AND 02/4%#4v AL
EET R 3T 'UM 2ED #! M
!NAHEI NET O PR AB F WWW \
Financial Director Isla Schmidt, ASID IndustryPartner
Deric Schmidt Allied ASID Shepard Vineburg, ASID
PUBLISHED BY
Duff Tussing, Publisher Dawn Lyon, Art Director
Professional Development Director Karen Hickey, Allied ASID
Membership Director Michele LaFlesch, Industry Partner
Jamie Williams, Advertising Sales DSA Publishing & Design, Inc. 352-448-5873 jwilliams@dsapubs.com
Communications Director Michelle Koo, Allied ASID
At-Large Director Alexandra Anderson, Industry Partner
CALIFORNIA LOS ANGELES LADESIGN Quarterly is a publication of the American Society of Interior Designers, Los Angeles Chapter. More than 1,300 designers, industry partners and students are members making us one of the largest chapters in the country. The views and opinions expressed in the LADESIGN Quarterly are not necessarily those of the ASID Los Angeles Chapter. Please feel free to comment on features and articles by sending your thoughts to the Editor via the ASID LA Chapter Office. ©2019 ASID Los Angeles Chapter 8687 Melrose Avenue, Suite M33 West Hollywood, CA 90069-5701 310-659-4716 FAX 310-659-9189 www.asidla.org asidoffice@asidla.org
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LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
Student Rep to the Board Sarah Lutchmansingh, Student ASID
Chapter Administrator Ninnette Stewart
We encourage our members to submit innovative products or professional projects for potential publication in LADesign ASID magazine. Please contact the Chapter Administrator at administrator@cala.asid.org or call 310-659-9189 for further information regarding submissions.
ASID Past National President Marty Rayle, FASID, Past ASID Designer of Distinction Darrell Schmitt, FASID, Pass Away The American Society of Interior Designers (ASID) is mourning the loss of
Four Seasons Hotels at Wailea, Maui, Hawaii, Palm Beach, and Hualalai,
two design titans. Martha (Marty) Rayle, FASID, LEED® AP, and Darrell
Kona, Hawaii; The Peninsula Beverly Hills Hotel, Beverly Hills, California;
Schmitt, FASID, passed away on September 22, 2019, and September 14,
and the Las Misiones Country Club, in Monterrey, Mexico. In 1997, Schmitt
2019, respectively.
returned to a residential focus with Darrell Schmitt Design Associates.
Martha (Marty) Rayle
Schmitt completed projects all over the U.S. and in London, Tokyo,
Though the firm was based in California, it had an international reach.
Indonesia, and Saudi Arabia. Schmitt earned his B.F.A. in Interior Design
Rayle was the 1992-93 ASID National from the Chicago Academy of Fine Arts in 1972. President and an ASID Fellow, the Society’s highest honor. During her career “The passing of Marty Rayle and Darrell Schmitt has left a void in the with large Architecture/Engineering design community that will never be filled,” stated ASID CEO Randy Fiser, firms, Rayle completed more than 50 Hon. FASID. “They both made tremendous impacts on a global scale. projects including corporate headquarMarty helped usher ASID into a new era through her one-of-a-kind ters, call centers, control centers, data strategic leadership. And Darrell, through his creativity, transformed the centers, as well as manufacturing, banking, and healthcare facilities. Rayle way we look at space. Both volunteered countless hours to ASID. During served as an internal and external management consultant, completing this time of sorrow, it is important that we also take a step back and celeconsulting assignments in strategic planning, business process innovation
brate their many accomplishments and amazing lives.” n
and improvement, organizational development, change management, team building, quality management, training, and labor relations. In her storied career, Rayle also held senior leadership positions at HOK and AECOM.
Rayle earned a B.A. in Interior Design from Purdue University and an
The Agoura Antique Mart
M.B.A. from Pepperdine University. She also trained at Cornell University’s New York State School of Industrial and Labor Relations, as well as the Center for Creative Leadership. Rayle was also an adjunct professor of Interior Design at Syracuse University.
Darrell Schmitt In 2009, Darrell Schmitt, FASID, was named the ASID Designer of Distinction, the Society’s top award that celebrates attention to social concerns within the interior design profession and the expression of creative, innovative concepts that have advanced the profession and helped transform lives. Also a Fellow of ASID, Schmitt served as president of the ASID California Los Angeles and ASID South Central Chapters.
Before starting his own firm in Los Angeles, Schmitt was a design principal
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28879 Agoura Road Agoura Hills, CA 91301 agouraantiquemart.com
for James Northcutt Associates working on such visible projects as the
LADESIGN | ISSUE 3 | 2019
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Installation of the 2020 Los By Victoria Reitz, ASID OnSeptember15thASIDLAcelebratedtheinstallationofthenewboardofdirectors whotookofficeOctober1,2019. TheeventwasquiteachangefromyearspastaswehadHighTea!AbeautifulSunday afternoonattheexquisitePeninsulaHotelinBeverlyHills.Westartedwithchampagne andcocktailsontheterrace,thenintothediningroomforateathePeninsulaisfamous for.Morechampagne(ofcourse!),scones,pastriesandteasandwiches.Plus,strawberries andcream,yum! BJPetersonFASID,whohassworninsomanyboardmembersinthepastcutshorther vacationtoagaindotheswearingin.TheBoardthisyearis: President:ShepardEVineburg,ASID PresidentElect:VictoriaReitz,ASID CommunicationsDirector:MichelleKoo,AlliedASID FinanceDirector:IslaSchmidt,ASID IndustryPartner ProfessionalDirector:KarenHickey,AlliedASID MembershipDirector:MicheleLaFlesch DirectoratLarge:AlexandraAnderson StudentReptotheBoard:SarahLutchmansingh,StudentASID Averyspecialthankyoutooursponsorswhomadethiseventahugesuccess: UCLAExtension PacificSales TramoatHome InnovativeClosets CompassionCan’tWait KarenFlannery TheVineburgFamily Wewouldliketoseemoremembersinvolvedandthepresidentandtheboardare availableforquestionsaboutmembershipandeventstocome.Wehopetoseeyousoon inournewoffice(M33bluebuilding)oratevents! n
s Angeles Board of Directors
LADESIGN | ISSUE 3 | 2019
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2009 Annual Meeting By Michele La Flesch, Membership Director
Bed, Bath & Waaay Beyond was the theme of this year’s ASID Los Angeles
Chapters Annual Meeting. An evening hosted by the luxurious Sinterclad
Surface Solutions in North Hollywood on August 22, 2019.
From the beautiful modern lounge décor to the amazing custom kitchen displays, the ASID Los Angeles Annual Meeting was a night not to be missed.
Many distinguished industry professionals who attended were exposed to, an
abundance of education and beautiful displays of Sinterclad stone. Not to
mention the colorfully, delicious buffet and cocktails graciously provided,
prepared and cooked by none other than our hosts themselves, Augustine and
Dianna Lopez and their special friend Rosemeire Pereira caterer.
All in attendance thoroughly enjoyed the CEU presentation on yes you heard
correctly “Bed, Bath & Waaay Beyond from the lucrative Chaz Stevens of Chaz
Steven’s Design https://chazstevensdesign.com.
Chaz spoke of many how to’s and don’t do’s regarding your bedroom textiles,
pillows, sheets, comforters and beyond…. Through Chaz’s generosity, two
professionals went home with the gift of exceptional quality bedding in addition to all the wonderful educational points we learned. This is a CEU you
do not want to miss when the opportunity arrives.
The 2019 Board of Directors was full of excitement as they filled our ears with
news of upcoming, exciting events and programs for the end of 2019 and the
start of 2020. Here are just a few examples of what’s to come: ASID Installation
High Tea at the Peninsula Hotel in Beverly Hills, American Riviera Design
Conference in Santa Barbara, the informative Master Class Series, Designer
Forum “In the Know” and much, much more. Wow-what an eventful evening!
If you would like to learn more about all the upcoming events and programs,
please do not hesitate to visit our website for a calendar of events. http://cala.asid.org/events
Thank you to the entire elite team at Sinterclad Surface Solutions for hosting
such an extravagant evening. Leena Alhelo, Architectural Designer for her
beautiful décor and design. Belinda Gonzalez, Director of Operations for
keeping us all connected and providing all support needed. John Gonzales,
Photographer for all the outstanding photos. A special thank you to the owners
Augustine & Dianna Lopez, for graciously opening their business and elaborately hosting our Annual Meeting. If
you would like more information on Sinterclad
Surface Solutions, you may visit their website:
https:/sinterclad.com
Thank you to all ASID Members and future
ASID members for attending our 2019 Annual
Meeting. You make us who we are by your
support and participation. We look forward to our future with you and ASID. n
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LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
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LADESIGN | ISSUE 3 | 2019
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New Industry Partner Event to Promote ASID By Victoria Reitz, ASID
ASIDLAwasapproachedrecentlybyJoshCoopermanofCONVOByDesign. IamsuremanyofyouarefamiliarwithJosh.Hehasproducedmanypodcasts fortheinteriordesignindustryandproducesthepodcastsforWestEdge. Joshwasinterestedinbeginningaseriesofpodcastsonvariousdivisionsof theinteriordesignindustry.OurfirstpodcastwasonIndoor-OutdoorLiving. TendesignersmetattheoutdoorfurniturecompanyTIDELLI.Theyare locatedinthePDCBluebuildingB116. ThispodcastwillbeonlineinOctober,checktheASIDwebsiteformore information.Newtopicswillbeconfirmedandwewillcontinueto promotetheinteriordesignindustryandASIDasawhole.Thankyou Joshforyourdeterminationtopromotedesigndonebyprofessionals whounderstandtheircraft.n
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LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
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ASID Leadership Conference By Alexandra Anderson, ASID IP This years ASID Leadership Conference held in Atlanta was a momentous experience for all. It was a first time experience for our upcoming Board and a great taste of the knowledge needed for their term. In attendance we had Shepard Vineburg, our 2020 Chapter President as well as incoming board members: Isla Schmidt Financial Director, Michelle Koo Communications Director and Karen Hickey Development Director. As well as returning At-Large Director, Alexandra Anderson. Our new office Administrator,
Ninnette Stewart was also in attendance which was a great way for her to connect with other Chapter Admins and our 2020 Board.
The days were packed with learning about ASID as an organization, the history of where we have been and the future of where we are going. The rooms were buzzing as attendees were able to connect with Board members of other chapters. We shared ideas about building meaningful programing for our members, how to be more successful in our roles and understanding fully the expectations of being on the board for ASID. Not only was it informative it was also fun! Industry Partner, Room & Board, hosted a lovely event Friday evening after a full day of
meetings and presentations. It was a nice way to unwind from the day with live music, delicious food and Networking. Again many wonderful connections were made!
We were fortunate enough to have past President and current ASID LA Magazine Editor, Cindi Burnett, in Atlanta during the conference and
met up with her after for a lovely dinner at STK. Many past memories of her time as president were shared but not only that, we were all able to connect on a personal level to build comradery for the coming year. Dinner was graciously paid for by Custom Comfort through Isla Schmidt and Owner Gary Trudell. It was an unexpected surprise that reinforced the strength of our Industry Partners that we are so fortunate to have! On Saturday morning, the final talk about work life balance came from none other than longtime ASID IP, Cosentino. It was refreshing to be reminded of this important aspect of our lives. After our board met as a group on the Conference Level terrace to discuss the action plan for the upcoming year. We reviewed our strategic plan and brainstormed ways to continue being successful this year while it was fresh in our
minds. With one final send off from the Conference, we connected with the California Central Nevada and Pasadena Chapters. Even more fantastic friendships were made! We are excited to serve you this upcoming year and have big shoes to fill from 2019. This Leadership Conference is a unique experience that provides so many great tools for us to be successful in the coming year. As always, if there is anything we can do to make your experience as a Member with ASID Los Angeles more meaningful, please don’t hesitate to reach out. We love to hear from our members and know we are successful by everyone’s contribution and participation. Looking forward to a fabulous year! n
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LADESIGN | ISSUE 3 | 2019
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Kravet History The storied tale of Kravet Inc.’s 100-year-old history starts in 1903, when Samuel Kravet arrived in New York City from Russia. With a passion for men’s fashion and luxury tailoring, he started selling buttons, elastics and zippers for apparel. He would often visit the luxurious homes of his clients, which inspired a new endeavor: trimmings, tassels and tie-backs for the home. Woven together through the years thread by thread with people, places and passion, Kravet has grown in size, all the while remaining true to its founding principles: extraordinary quality, unwavering integrity, and uncompromising commitment to the industry. Five generations and 100 years later, these same principles continue to act as Kravet’s guiding light. At Kravet, style curators search far and wide to supply only the finest, most luxurious and unique product in the world. Every idea and vision at Kravet is stitched together, each piece an essential fiber in our vibrant tapestry, to tell one story. Along the way, Kravet has expanded to include a distinct global style, exhibited perfectly by brands Lee Jofa, GP & J Baker and Brunschwig & Fils. Kravet’s commitment to innovation continues with its latest venture, CuratedKravet.com, where designers can find an edited selection of finished products, available for an easy shopping experience and in some cases shipping within days of placing an order.
On this centennial celebration, Kravet honors its history and looks to its future – which is as bright as the brilliant people who make Kravet what it is today. ASID continues to be the standard in our industry and one we continue to support with special events and previews, as well as studio tours and sponsorship of their national and regional meetings. We also partner with ASID student chapters around the country introducing our company and brands for when they graduate and get jobs to continue their memberships. n
Progressive Design. Optimized Storage. Unique Style. DuraSquare Series by Duravit.
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Light Bulb Moment
Small Business Branding Tips from ADG Lighting By Gerald Olesker, Founder/CEO ADG Lighting
Brandingandsettingyourselfapartinthesmallbusinessworldisnotaneasy feat.Withthebarrageofcompetitionandtheavailabilityoftheinternetatone’s fingertips,luxuryhomelightingandfurnishingshaveunfortunatelybecome commoditized. Thesignswerethereseveralyearsagowheninternetshoppingplatforms becameextremelypopularwithnotonlyhomeownersbuteveninterior designersandthoseprofessionalsworkinginthespace.Ratherthanconsultand workwithtoptradespeople,itjustbecameeasierforthemtofindproducts online. Withthatsaid,companieslikeourshavehadtore-adjustandtailorourbusiness messagingtodistinguishourselvesinthemarketplace.ADGLightingisinthe businessofdesigning,fabricating,andmanufacturinglightingfixtures,architecturalornamentation,andmetalworkinallstylesforbothresidentialand commercialproperties.
industrialdesignerandprojectmanager,hisabilitytoinnovateandcollaborate hashelpeddrivethecompany’sworld-classreputationandbottomline.
Whilehomeownerscanhireusdirectly,muchofourworkcomesdirectlyfrom professionalssuchasinteriordesigners,contractors,andarchitects,whohave cometoknowourcommitmenttogreatdesign.Webecamethe“secretsauce” ofsortstotheseprofessionals.Soprettyquicklywelearnedwhatsetusapartin themarketplace,andhaveusedthattoouradvantage.
We’vealsogiventhecompanyapersonalityofsorts.Whatwe’velearnedis thateverycompanyhasapersonality,eachwithitsowntraitsthatmakeit unique.Weknowoursverywellandhaveusedittogiveusreachonsocial media.Sowhatareafewofouruniquetraits?
Thishasbecomeourmantraandmessagingthroughoutallofourbrandingand marketing,withourfounderandCEOGeraldOleskeratthehelm.Withhis backgroundinarchitectureandover20yearsofexperienceasanarchitectural
•Innovative •Creative •Collaborative Whenwethinkofourbrandasapersonwitha distinctpersonality,webecomemorerelatableand trustworthytoourmarket,sotheywanttointeract andworkwithus.Weweavethesetraitsintoall touchpointforthecustomer,whetherthat’sthrough oneofoursalesrepsorapostonInstagram.Thisall becomesapartofourcompanystory,whichgets expressedthroughoutourbrandingconsistently. Thinkofyourcompanyasaperson,andcomeupwith severalattributesthatmakethat“person”uniqueand distinctive.Thiswillhelpsetyouapartinthemarketplaceandbecomethatmemorablevendoryouwant todobusinesswith.n
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LADESIGN | ISSUE 3 | 2019
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European Hardware Finishes By Roxanne Greene Looking for authentic French, Italian or English hardware? Well save yourself a trip to Europe and visit European Hardware and Finishes/Gerber Hinge Company in Van Nuys, we are a family owned and operated decorative hardware business established in 1981 that imports and manufactures the finest European hardware available. EHF sources from the best European foundries, many of these are family owned going back generations. Being able to import hardware from these foundries allows us to offer hardware that would otherwise not be available to the US market, in many case the same hardware manufactured for over 200 plus years. So for example if you are reproducing French furniture you can buy the same hardware they used all those years ago! We carry the largest selection of iron and steel hardware and finishes available anywhere, as a matter of fact we started the trend of rusted finishes many years ago which has been copied by other hardware companies. We also have the largest selection of imported brass hardware and patina finishes, EHF is the only high end hardware importer that creates its own finishes in house so that we can match any hardware you choose to the finish you desire. Also we do more than import, we do some manufacturing of our own hardware and refinish metal items, such as tables, grills and restore old antique hardware. So if you're looking for authentic quality hardware with personal service, visit or call us today. We are ready to assist you whether it is for new home construction, restoration, kitchen remodel or French reproduction furniture and cabinetry. nÂÂ European Hardware & Finishes www.gerberhinge.com | IG @gerber_EHF
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WDC Kitchen & Bath Center provides personalized approach to building and renovation projects By Nick Fortuna When you visit one of WDC Kitchen & Bath Center’s five luxurious showrooms in Southern California, you’re likely to speak with a sales representative who has been with the company for many years and knows the products on display inside and out. WDC Kitchen & Bath Center recently honored half a dozen sales reps for having been with the company for 25 years, and several more are nipping at their heels at 20 years or more. That dedication and loyalty are reflective of the company’s culture as a family-owned and operated business founded in 1981 and focused on providing a personalized touch to every customer’s construction or renovation project. “While it is true that WDC is family-owned, the theme extends throughout our entire organization,” said John Freitas, vice president of sales. “We want our team members to feel a sense of belonging and ownership that will shine through during their interaction with our customers. Our ultimate aim is to create a team of experts who are personally invested, because employees who really care about their jobs are the most important part of creating an elevated customer experience.” Freitas said kitchen and bathroom design increasingly is focused not just on functionality but on the lifestyles and personalities of homeowners. Rather than being just a place to prepare a meal, the kitchen has become a social gathering place, especially for homeowners who often entertain guests, so the open-floor concept that pairs the kitchen and living room to create a great room is now the norm. Additionally, lifestyle appliances have emerged as key components of kitchen design, including steam ovens to promote healthier cooking, coffee systems that essentially serve as a personal barista and vacuum drawers where you can vacuum seal, portion out and store food for the entire family.
“These are things that you didn’t see in the ‘90s or even earlier this decade,” Freitas said. Similarly, bathrooms are being designed not just for functionality but to provide a refuge for homeowners after a long day at work or minding the kids. “Bathrooms should be both beautiful and functional,” Freitas said. “We really want to create a personal serenity zone – a spa-like retreat where a person can unwind every night if they want. We really try to make that work for every customer within their budget.” At WDC Kitchen & Bath Center, customers won’t see a long line of kitchen appliances and plumbing fixtures separated by nondescript, seemingly generic cabinetry. Instead, the showrooms feature mostly live, interactive appliances and fixtures built into realistic kitchen settings. Freitas said that approach gives customers a better sense of what the products will look like in their home so they can make a more informed purchasing decision. “There are a lot of options out there, and to simply browse and compare on your own is difficult, so we rely on our sales team to customize each of those things for every customer based on their style, their needs and their budget,” Freitas said. Freitas said customers who are a bit overwhelmed by the seemingly endless options for their new kitchens and bathrooms should start with a vision for the finished product and then seek out experienced, knowledgeable sales reps who can guide them through the process. “If you can envision what you want that end goal to look like, we can help you get there,” he said. “It’s really about starting with the inspiration and knowing why you’re doing what you’re doing. There will be a lot of questions and decisions in between, but as long as you’re always headed in that direction, you can’t go wrong.” About WDC Established in 1982, WDC Kitchen & Bath Center is California’s largest family-owned and operated home appliance, plumbing fixture, and mattress retailer with five interactive showrooms across the southern portion of the state. To find a specific showroom location, please visit www.wdcappliances.com.
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What takes 4 1/2 years, a lot of sweat and tears, and is an HOA-run design project? By Philip Nielsen, Owner and Designer In the Fall 2015 our Firm NIELSEN DYE DESIGN received a phone call. Would our Firm be interested in re-designing a residential lobby/postal room/elevator lobby/elevators/outside in Downtown Los Angeles? Working with an HOA committee they have lots of dreams and a wish-list that runs a mile long with a budget that would never meet their wishes; however, Douglas Dye and Philip Nielsen decided to meet with the committee in December 2015. Walking the areas with so many comments noted, our Firm decided to just to do our own thing: submit a proposal and if we get the job, great, and if not, then our Firm gave it our best shot. Through many back-and-forth meetings and proposals, changes in renderings, and lots of negotiations with vendors, our Firm was selected in May 2018. NIELSEN DYE DESIGN had put together some “out of the box” design ideas for the lobby and this is exactly what sold the HOA committee for us. Working with 22 different vendors and fabricators, in addition to the LEED Certification Building parameters, NIELSEN DYE DESIGN had our work cut out for us….in addition to ADA compliancy as well as LA City Codes and CA State Codes. Our first idea was to split the Lobby, with the front half to be used for people waiting to go upstairs, delivery, food service and the
like while the back area was devoted just for the residents as well as placement for the Christmas Tree. Our fabricator made a poplar-wood custom frame for the divider as well as for a hidden wall in front of the postal room. The same fabricator produced two wood consoles, one for the elevator lobby and one large one for the entrance lobby. By working in furniture design for a number of years all of the upholstered furniture was custom designed in contract fabrics. Contrast to the clean, modern lines we put in an oversized Christopher Guy mirror for that WOW factor in an antique finish. The floors were a porcelain that came out of a LEED certified Italian factory to meet the building’s certification. All of the ceiling lighting fixtures were custom designed from a local resource, using a white gold leaf and organza over acrylic casing to create a “sexy” mood to the room. Finally, installing see-thru draperies to the front windows added to the warmth of the whole room. Of course issues came up along the way, and every resident that I would meet had an opinion, but after a year all is done! Would our Firm do another HOA building? I’d have to really think about it! n NIELSEN DYE DESIGN | www.nielsendye.com
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designing office experience YOUR
By Julia A. Molloy
Hereisanexampleofawell-craftedlistofKeyCharacteristics:
“BackwhenIwasjuststartingoutasabusinessconsultantfortheinteriordesign community,IwascalledintotrainBarbaraBarry’steam.Eachtime,beforewe beganthetraining,theteamwouldserveupagorgeousproperEnglishtea,complete withintricatesilverdetails,daintyporcelain,gourmetteasandsugarsticks.Iwould alwaysleavewonderingwhytheydidthisforme,asIwasseeminglynoonespecial.
1.Urbanglam 2.Black,metallicgoldandwhite 3.Luxurious 4.Savvy 5.Professional 6.Intelligentandextremelyknowledgeable 7.Sensitivetotheclients’needs 8.Providesaluxurylevelexperienceforourclients 9.Operatewiththehighestlevelofintegrityanddiscretion 10.Straightforwardanddirect 11.Upbeatandfriendly 12.Stylishandpolished
Thenoneday,Iwasdrivingbackhomeafteratrainingsessionanditsuddenly hitme!Itwasn’taboutwhoIwas.ItwasaboutwhoBarbarawas,andthat’s justhowsherolls.Ihadenteredherrealm,andIwasgoingtobe‘schooled’ onhowitisdone.Iwillbeforevergratefultoherformodelingsuchalovely wayofbeingandforteachingmethepoweraSignatureExperience.” Whenitcomestoshowcasingyourbrandtoyourclient,thereisnobetter opportunitythanhavingthemcomeintoyourofficetoexperiencetheessence ofwhatyourbrandisallabout.Thisisyourchancetowalkyourtalkandwrap theminawell-craftedexperiencethatdoesthesellingforyou. Movingintoanofficeisabigmilestoneintheevolutionofaninteriordesignfirm. Igenerallyrecommendwaitinguntilyouarebustingattheseamsbeforetaking theleapandincreasingyouroverheadwithalegitbrick-and-mortarlocation. Whenyouareready,thereareafewkeyopportunitiesthatyoucantakeadvantage of.Oneofthemostimpactfulisthepowerofthein-officeexperienceyoucreate foryourclientele.Doingthiseffectivelyinvolves3primarysteps.
Key Characteristic are Your Care
Whenitcomestodesigningyouroffice,oranythingthatcomesintoyourclients’ experience,it’snotjustaboutmakingitpretty.It’saboutmakingeverythingabout theexperienceyoucraftforyourclientele‘On-Brand’.Yourapproachneedstobe derivedfromthecoreofyourofficecultureandtheessenceofwhatyourbrand standsfor.Beforeyouevenpaintawall,youmustfirstdefineyourKeyCharacteristics. YourKeyCharacteristicsisalistofadozenorsoadjectivesorshortphrasesthat definewhatyourbrandstandsfor.ItisNOTjustabouttheaestheticofyourwork. Itdescribesthevalues,methodologies,mission,approachandvibeofyourbrand.
Onceyouhavethisdefinedforyourdesignfirm,thefunbegins!Nowyouhave yournavigationaltool.You’llwanttomeasureeverypointofcontactwithyour clients,andpotentialclients,tothislistofcharacteristics.Evaluateyourlogo, businesscards,website,outgoingvoicemail,emailsignature,documents,and youroffice.Howdotheymeasureuptoeachcharacteristic?Youwanttocreate congruency.Thatisthekey.DotheyexpressyourKeyCharacteristicsaccurately andauthentically?Ifnot,howso?Determinewhichofyourcharacteristicsare notbeingexpressedwellandthenmodifyaccordingly. Congruency in Action Irecentlyprovideda‘MolloyMakeover’forafabulousdesigner,DonnaMondiofDonna MondiInteriorDesigninChicago.www.dmondiinteriordesign.com/dmid-office WhileIwasthere,Iwastrulyimpressedbyhoweffectivelyshecraftedaninofficeexperience.Shehadchangedhercompanynameanddidacomplete rebrandingofherfirmafewyearsago.Donnatookthatconcepttothefullest extentandprovidesagreatexampleofwhatcongruencylookslikeinaction. Herfirm’sKeyCharacteristicsaresimilartotheexampleabove.Shecreatedanew logo,businesscardsandprintedmaterials.LookatthesampleKeyCharacteristics above.Seehowherbrandmaterialsexpressiveorconsistentwiththelistofcharacteristics.
The Vibe is in the Details
Asyouexpressyourbrandthroughoutyouroffice,you’ll wanttotakeinallthedetailsandalignthemwiththe vibeofyourbrand.Evaluateandalignthefollowing elements: •Architecturaldetails •Colors •Metalsandsurfacematerials•Hardware •Lighting •Officefurniture •Libraryandstorage •Workspacedetails •Technology Yourbrandrepresentsmorethanjustyourinteriordesignfirm. Itrepresentsalifestyle,awayofbeing.Itisyourchanceto modelforyourclientshowtocreateafeeling.It’syouropportunity toshowthemhowit’sdoneandreallywalkyourtalk. Congruency in Action DMIDdoesagreatjobofmakingeachdetail‘on-brand’.The Clientbinswereinacrylictraysthatpulledoutfromtheir placeintheshelf.Theycouldthenbeliftedandtakentothe designtabletobeworkedonordisplayedduringclient meetings.Allthefinishesthroughouttheofficewereonpoint.Theteam’sdesksandworkingareaswerewhite,gold, crispandfresh,withahintofetherealbeautyandnature. Allthesedetailsbringanorganizedandcreativeeasetothe office.
The Experience is Everything
Yourmeetingspaceisyourstage.Itiswheremagichappens. It’swherewhatyouenvisioncomestolifeandbeginsto takeshapeinthemindsandheartsofyourclients.Useyour conferencespaceasavehicleforexpressingqualityand establishingyourselfastheprotheycannotlivewithout. Thisinvolvesanticipatingyourclients’needsandaddressing eachoftheminaneloquentandbrandedway.Thisincludeshavingthefollowing inplace: 1. Alargesurfacewhereyoucanpresentyourideaseasily 2.Aflatscreenonthewalltoviewdrawings,boardsandothermaterials 3. Décorthataccentuatesanddoesn’tcompetewithyourpresentations 4. Ascentthatadsasubtlepleasuretotheexperience,preferablyasignature scentedcandle 5. Asignaturesnack.ForBarbaraBarryitwasEnglishTea.Whatisitforyou? 6. Greatlightingthatprovidesthevibeandnaturallightthatshowcasescolors accurately 7. Nearthelibraryormaterialsyoumaywanttopullduringthemeeting Congruency in Action ThemeetingareasinDonnaMondi’sofficedemonstrateaperfectbackdrop forclientpresentationsandsocialevents.Thevibeisonpoint,butnot overbearing.Lotsofwhiteandgooduseofnegativespacehelpmaintain anairyfeel.Tonsofwindowsbringinplentyofnaturallightandthehigh, unfinishedceilingstemperthedramaofblackandgold.Thespaceultimately yieldsalight,freshandfearlessvibe.Aperfecton-brandexpressionfor Donna. Creatingapowerfulin-officeSignatureExperienceforyourfirmtakesclarityon yourbrandandsomethought.Itrequiresyoutobeunwaveringandfearlessin expressingwhatyoustandforandthelifestyleyourepresent.Onceyouhave clarityonthis,it’sjustamatterofdoingwhatyoudobest,creatinganenvironment thatevokesadesiredfeeling,functionandspirit.
Howwelldoesyourofficerepresentyourbrand?DefineyourKeyCharacteristics andthenmovetocreatecongruencyatallpointsofcontactwithyourclients, leastofall,youroffice.Whentheseelementsclickin,you’llfindthatyoursales willincrease,yourclientswillhavemoreinstantconfidenceinyou,teammorale willskyrocketandyou’llderiveasenseofarrivalandpridethatcannotbe overstated. n Julia Molloy is the leading operations specialist for the interior design industry. She has over 2 decades of operations experience, 12 of them in the design field and has a wealth of knowledge from the interior design, graphic design, operations and technology sectors. She is a sought after speaker, a Business of Design faculty member, on the Better Practices Network board of advisors, has been a continued education instructor to the faculty at New York School of Interior Design and a member of ASID. Molloy has also chaired the ASID Student Affairs Committee and the board of advisors for the Art Institute – Interior Design program. Julia Molloy is also the founder of the renowned BOLD Summit – Business of Luxury Design Summit. This event focuses on the special business needs unique to firms positioned in the luxury market and is a powerful catalyst for luxury focused interior designers and architects around the world. In pursuing her mission to advance the industry, each year she galvanizes the world’s leaders in luxury design to share their wisdom and advice. The BOLD Summit continues to be a driving force for enriching lives and propelling excellence in the design community around the globe.
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Student Design Competion AT P D C FA L L M A R K E T
By Lissette Meza, Student ASID The Pacific Design Center kicked off Fall Market 2019 with a celebration of LA design students and its’ first ever design competition. Following the theme of Inspired Style: How Design Influences a Well- Lived Life, design students were tasked with creating presentation boards that captured the Inspired Style theme for a client all while capturing the essence of one of the seventeen showrooms they were partnered up with. Embracing a well-lived life through design can be achieved in a variety of ways so the students challenged themselves with interpreting how a well-lived life can be presented to their client through the products found at each showroom and how that concept relates to the imagined client and their needs. The seventeen showrooms that participated were Carl Maria, Egg and Dart, Quintus, Innovations in Wallcoverings, Perfec Floors, JD Staron, Holly Hunt, Mimi London, Kneedler Fauchére, Tidelli, Thomas Lavin, Donghia, A. Rudin, Fabricut, Osbourne & Little, Edelman and Kravet. The inspiration filled student competition boards were on display at the Pacific Design Center during Fall Market allowing tastemakers, professionals and designers to connect with the student designers and view the boards. An inspiring award ceremony hosted by JH Minassian was held on the 5th Floor of the Pacific Design Center where the renowned designer and product creator Timothy Corrigan presented the awards to the winners of the competition. The three winners in order were Reg Wood who was partnered with Edelman, Kari Weaver who was partnered with Thomas Lavin and lastly, Maggie Angelini who was partnered with Holly Hunt. n
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LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
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