DIAMOND OPENINGS SHINE BRIGHTLY Creative Projects for Your CMC ❖ Las Vegas Market Insider's Tour
Contents
PFM is a member of:
Volume 31, Number 4
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover With a manual mat cutter, diamond-shaped openings can be difficult to mark and tedious to cut. Enter the CMC; with the precision and design options these machines and accompanying software programs offer, you can create beautiful diamond cuts to suit mutliple kinds of artwork. For the full story, see Brian Wolf's latest column on page 12.
Features 18 Insider's Tour, Las Vegas Market 24 A Spotlight on CMC Projects 30 How to Refresh Your Website
30
Columns 12 Mat Doctors 36 Mastering Mounting 46 Design of the Month
Departments 8 10 40 41 42 43 44
Editor’s Note Industry News Product Showcase Crossword Puzzle Distributor Spotlight Crossword Solution Index of Advertisers
18 On our 30th anniversary cover, we harkened back to the magazine’s roots with an update on our original January 1990 design. Featured on the cover was Presto Frame & Moulding’s #650 mahogany circle frame. The moulding company recently celebrated an anniversary as well—75 years!
36
Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 83 South Street, Unit 307, Freehold New Jersey 07728; phone 732-536-5160; fax 732-252-2270. Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2020 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office. Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910 Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear. PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.
PFM Publishing
83 South St., Unit 307, Freehold, NJ 07728 • Phone 732-536-5160 • Fax 732-252-2270
PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 A RT D I RE C TO R Jin Dong • jin@wcafexpo.com • 848-231-4082
E X E C U TI V E PU BLI S HE R E D I TO R
CONTRIBUTORS
Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF M AT D O C TO RS Tim Franer, CPF • John E. Ranes II, CPF, GCF • Brian Wolf, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF Paul MacFarland, MCPF, GCF • James Miller, MCPF, GCF
B USI N E S S E D I TO R
ADVERTISING SALES
sales@pfm-group.com • 848-444-3058 Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com Sean Kliemisch • sean@wcafexpo.com CIRCULATION D I RE C TO R O F A U D I E N C E D E V E LO PM E N T
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A D V E RTI S I N G C O O RD I N ATO R
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WEST COAST ART & FRAME EXPO • NATIONAL CONFERENCE A division of Hobby Pubco • www.wcafshow.com
Deborah Salmon • dsalmon@wcafexpo.com Mindy Gruenbaum • mindy@wcafexpo.com E X HI BI TO R S E RV I C E S Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com TRA D E S HO W D I RE C TO R BU S I N E S S M A N A G E R
WCAF EXPO SALES
sales@wcafexpo.com
CONTENTS
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
pfmpubco@pfm-group.com
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PFM PUBLISHING, LLC PRE S I D E N T
6 PFM April 2020
Bruce Gherman
FROM THE EDITOR’S DESK
T
Design tools, trendspotting, digital details, and more in our April issue, which spotlights the benefits of computerized mat cutters.
CONTENTS AD INDEX 8 PFM April 2020
here’s no time like the present to review the current equipment in your shop and determine if anything is due for an upgrade or replacement. The investment you make today will give you the tools to execute top-of-the-line framing jobs that stand out from your competition. This issue takes a closer look at a hugely helpful piece of equipment: the computerized mat cutter. In “Creative CMC Designs” (page 24), we look at three inventive framing projects whose creators used three different CMCs to bring their visions to life. All of them take advantage of the expanded cutting abilities that a computerzied version of this essential machine affords its users. In his latest Mat Doctors column (page 12), Brian Wolf provides several examples of framing projects in which a diamond-shaped opening is used to great effect. This design is easily achieved on your CMC software program, as Brian demonstrates, and can add unexpected visual interest when framing certain kinds of objects and artwork. In the design realm, Ginger Hartford reveals what’s trending this year
in interior decoration with her review of the 2020 Las Vegas Market (page 18). Hartford led a group of framing professionals on an insider’s tour of the market as part of The National Conference, and shares some of the tour’s top highlights here. Have you been putting off a website spring cleaning? It can be overwhelming to think about all the aspects needed to have a good website that functions as a digital marketing tool for your business, but let David Lantrip’s latest article on the topic (page 30) motivate you to get started. Devoting just a couple of hours to modernizing the look and functionality of your site can mean greater interest from current and potential customers. Those topics and more await you in this issue. We hope these ideas help you continue your journey to provide your customers with unparalleled service and to grow your business.
Kimberly Biesiada Editor
INDUSTRY NEWS PPFA Releases ‘PRINT’ for 2020-21 Competition
Honorable mentions for that round of the contest went
The 2020-21 PPFA Competition PRINT is a handmade book,
to Kathleen Connaughton of Hollywood Frame Gallery, Ben
“Devoted Thoughts about Dogs,” by Plee (Penny Tucker) with
Morrison of Relics Frameworks, and Kristina Knowski of SFC
a soft wrap-around leather cover of natural taupe (suede side
Gallery.
out), a contrasting tie, and
Sullivan’s
metal paw print charm as a
winning entry
latch.
was described
The book measures 2
The 2020-21 PPFA PRINT
as a tidal wave
1/2'' x 3” x 3/4'' closed, 7''
of creative
x 3'' x 2 1/4'' open and laid
custom fine art
flat. It has six hand-stitched
and framing.
10-page
Her customer
signatures
and
Amy Sullivan’s competition-winning piece
two decorative end papers
was inspired by a Prisma moulding display and commissioned
for a total of 62 pages of dog images and quotes from nota-
a piece by artist Sandra Kavanaugh to coordinate with Prisma
ble figures like Elizabeth Taylor and Charles De Gaulle. Photos
Ocean Blue. The canvas was fit into a floater frame that Sulli-
and quotes are on warm ecru paper and each signature has
van capped in Prisma. The result was a dynamic glow from the
translucent pages of white silk, threaded mulberry, and natural
finished product as the Prisma caught the light standing out
speckled kozo Asian accent papers.
from the wall.
This 3D object challenge may be framed any way you feel
Entries into Bella’s Creations competition must show
best presented: open, closed, flat, slanted, vertical, horizontal,
creative use of a Bella or Prisma product. The popular vote
floated, hung, or a versatile frame allowing for book access. You
winner in each quarter receives free products and is entered
are not limited to a single book, but the visual concentration
for a chance to win the grand prize—a free trip to the upcom-
is the book. The PRINT sponsor is FrameTek, developer and
ing 2021 WCAF Expo.
maker of FrameSpace and EconoSpace. As always, framers can also enter the OPEN category with
The call for entries will be in March, May, July, and October this year. For more information, call 888-248-6545, contact
a project of their choice. Entry begins as a Digital Competition,
sales@bellamoulding.com, or like and follow @bellamoulding
making it easy for PPFA members around the world to take part.
on social media.
Entries are submitted online with three photos and an electronic description entry form. All entries are judged electronically by three accredited/approved PPFA judges.
Framerica Celebrates Karen Goldman’s Twentieth Anniversary Karen Goldman, Framerica’s in-house frame
The Top 50 qualifiers in the digital round will be invited to
designer, recently celebrated two decades
ship their physical entry to the January 2021 International Fram-
with the New York-based manufacturer.
ing Competition Finals at the PPFA Convention/WCAF Expo in
“Karen is a fabulous person and a true ar-
Las Vegas. Entries will be judged by a new set of three accredit-
tisan,” notes VP Josh Eichner. “Her attention
ed/approved PPFA judges and displayed on a competition gal-
to detail and framing skills are unmatched.”
lery wall at the WCAF Expo, and be eligible for Popular Choice voting by attendees.
CONTENTS
Purchase the $40 PRINT at www.ppfa.com. A receipt and instructions will be emailed regarding entry procedures and details for uploading of your entry form and images. Any questions can be emailed to competition@ppfa.com.
AD INDEX
Bella Moulding Announces Creations Contest Winner Amy Sullivan of Sullivan Framing in Bedford, NH, was named the grand-prize winner in the autumn round of Bella Moulding’s quarterly design competition, “Creations.” As the winner, Sullivan was hosted by the moulding company at the 2020 WCAF Expo in Las Vegas this past January. 10 PFM April 2020
Karen Goldman
For more information, call 800-372-6422 or visit www.framerica.com.
Framing Community Mourns Loss of Pat Bradley Longtime PPFA member Pat Bradley, CPF, of Bradley’s Art & Frame in Houston, TX, died Jan. 6 at the age of 79. Born in Chicago, Bradley graduated from Ray High School in Corpus Christi, TX, and attended the University of Houston. She and her husband, Bill, founded Bradley’s Art & Frame in 1970, opening a small shop; two years later, they moved into a 1,200-square-foot space. Bradley ran the shop during the day and went home to care for the couple’s children at night, while her husband kept his
day job, coming to the shop at night to make
Over the Hernandez’s,” would be featured in the exhibition. The
frames. In 1976, he quit his day job and the
early-winter morning photograph, a 14'' x 21'' archival pigment
couple doubled the size of their shop. With-
print on Hahnemühle Bamboo paper, depicts a lone residence
in six months, they hired their first employee,
that sits on the outskirts of town near the open range just out-
and moved to a brand-new building in 1987.
side of Bryant’s frame making studio in Kirby, WY. The title is a
The business expanded to its current 5,000 square feet in 1998.
Pat Bradley
Bradley was responsible for administration and marketing, writing the company newsletter, and sharing her more than 40
reference to Ansel Adams’ iconic 1941 black and white photograph, “Moonrise, Hernandez, New Mexico.” The exhibition began Feb. 20 and will hang in the Wyoming State Capitol Extension in Cheyenne until Aug. 13.
years of experience with customers at the front desk. She re-
Bryant’s participation in this exhibition and other art events
searched and developed many of the techniques used on fram-
is supported by grants from Wyoming Arts Council with funding
ing textiles (needlework and clothing). She shared these tech-
from National Endowment for the Arts. For more information
niques with other framers in the many workshops she taught.
about the exhibition, contact the Wyoming State Museum at
Bradley, along with her husband, was very involved in their local PPFA chapter. Among her accomplishments was her tenure on the original certification committee, which developed the first certified picture framer (CPF) exam.
307-777-7022.
Italian Trade Show Postponed in Light of Coronavirus Outbreak
In 1993, the couple was honored with a Paul Frederick
FamaArt 2020, originally scheduled to take place late last
Award of Distinction for Leadership. They also received a PPFA
month, has been postponed until October due to the recent
Lifetime Achievement Award in 2010.
worldwide outbreak of novel coronavirus (COVID-19), trade show organizers said.
National Conference Instructor’s Work Featured in Exhibition
a recent release that the postponement was made “in light of
A photograph by multi-
orders issues by the Italian government and health authorities
media artist and Nation-
following the coronavirus emergency.” The show was slated to
al Conference instructor
take place March 26-28, but is now scheduled for October 8-10
Barrie Lynn Bryant will
in Bologna, Italy.
be featured in the 2020
“We are sure you will understand that the situation is due to
Governor’s Capitol Art
circumstances beyond our control,” the company added in the
Exhibition in Cheyenne,
release. “We are looking forward to welcoming you to FamaArt.”
WY, through the sum“Moon Setting Over the Hernandez’s”
BolognaFiere Group, which runs the FamaArt show, said in
mer.
A leading European trade show for the art and picture framing industry, FamaArt offers moulding, artwork, glass, ma-
Bryant, who also
chinery, and other industry products and equipment from an
contributes articles to PFM, was notified earlier this year by Wy-
international lineup of exhibitors. For more information on the
oming Gov. Mark Gordon that his photograph, “Moon Setting
show, visit www.famaart.it. PFM
PFM April 2020 11
THE MAT DOCTORS
By Brian Wolf, CPF, GCF
The Other Four-Sided Shape Diamond openings can be an eye-catching, fun choice for some projects.
A
sk any framer, and they’ll tell you that
diamond-shaped
openings
crop huge amounts of a picture’s
corners. Measuring for a diamond opening is always a guessing game. A picture in a diamond shape always appears to be swimming in an overly large mat. Diamonds are just straight lines, but with a manual mat cutter, they are neither easy to mark nor fun to cut. Why on earth would any framer ever suggest cutting diamond-shaped openings? As with any decorative touch, the decision comes amid opportunities, preferences, and inspirations. Examples are always best to light the way.
A Magazine Illustration An appropriate decorative shape for this curious illustration from the 1920s could have had any number of adornments: a round top, decorative corners, strategic cutouts to include more of the image. But this irregular diamond shape shows just how surprisingly decorative four lines can be.
CONTENTS
Unlike the other examples in this article,
top follow the image, and the more pointed bottom half opens a larger area of blank
which use four equal sides to form the dia-
space. The shape focuses the image and is
mond, this diamond has much longer lines
still identifiable as a diamond.
at the bottom. The less angled lines at the
The more striking variation here is the
AD INDEX
Brian Wolf began framing pictures while attending Iowa State University. In 1973, he won the Janice
Petersen Andersen award for outstanding design student. Brian started his own framing business in Cedar Rapids, IA, in 1983. Since 1989, he has focused on leading workshops on his matting techniques at venues around the world, including The National Conference in Las Vegas. He has authored books, appeared in videos, and contributed to trade magazines. Brian joined Wizard International, where he contributed his artistic touch to product development. He continues his work with Wizard through education, events, and design content.
12 PFM April 2020
This diamond shape was altered in the drawing program. Its top angle was flattened to leave the bottom more sharply pointed. The wider reveal of the inner layer at the top (УЕК wide) was also a PathTrace alteration. A few tests to arrive at the correct size and shape are always expected with drawing program work, but measuring for any diamond requires some guessing. All these examples involved a trial cut before arriving at the correct size.
10 WAYS TO IMPROVE YOUR BUSINESS 10
STRAIGHT TALK ON HOW TO SUCCEED IN BUSINESS FROM JAY GOLTZ
9
EXTENSIVE FRAME HISTORY FROM WILLIAM ADAIR
8
PROVEN SALES STRATEGIES FROM JARED DAVIS, MCPF, GCF
who started Artists Frame Service in 1978 fresh out of college. Artists Frame Service now employs 120 people at its main location, a 35,000 square foot showroom and production facility in Chicago, IL.
who worked for the Smithsonian National Portrait Gallery for 10 years as a frame conservator, and now owns Gold Leaf Studios in Washington, D.C., and is founder of the International Institute for Frame Study.
who serves as the business development manager for Larson-Juhl Australia as well as a consultant for Gunnar International. He is also the author of the book “Getting the Most Value From Your CMC.”
7
6
5
PRESERVATION FRAMING KNOWLEDGE FROM HUGH PHIBBS
whose extensive experience both inside and out of the museum environment has made him one of North America’s leading experts in the field.
4
FRAME SHOP DIVERSIFICATION IDEAS FROM JOHN RANES, CPF, GCF
who co-owns The Frame Workshop of Appleton, WI, with his wife, Sarah. Their shop, which opened in 1978, has expanded into a gift, Christmas, and home decor shop and has won over 100 framing awards.
MAT CUTTING DESIGNS AND EXPERTISE FROM BRIAN WOLF, CPF, GCF
MARKETING TOOLS AND TECHNIQUES FROM GINGER HARTFORD
who has developed several distinct techniques of mat decoration over the years. He is currently director of standards and training at Wizard International, where he creates designs for computerized mat cutters.
who founded EurDesign Studio as a sought-after consultant about highlevel marketplace trends and design technology. She is recognized for her expertise in strategic marketing and global business development.
3
2
CONSULTING AND SELLING TIPS FROM KEN BAUR
who is president of KB Consulting, which helps framing businesses adapt to the challenges of a changing market. Ken also owns Framing Concepts, a full-service, national award-winning framing company with three locations in northwestern Indiana.
MOUNTING AND MATTING CREATIVITY FROM CHRIS A. PASCHKE, CPF, GCF
who owns Designs Ink in Tehachapi, CA, offering commercial custom framing, fine art and graphic design, and industry consulting. She is an artist, educator, and has authored four self-published books on mounting. She brings over four decades of experience to PFM.
#1 - SUBSCRIBE TO PICTURE FRAMING MAGAZINE $20 will give you the best source to stay informed and up to date. It’s the best investment you can make for your business.
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This shape is another equal-sided diamond with a ПМ inner reveal. The decorative triangles began as one larger rectangular groove in the design program where it could be easily re-sized and moved to decide on the size and placement of the final triangles. They were completed in the drawing program. They are УЕК from the diamond opening.
wider reveal of the inner mat along the top two sides. Manual machines and CMC design programs gen-
viewer. These triangles also offer a place to add another color to the design.
erate concentric parallel inner mats so effortlessly that uneven reveals are seldom considered. But as the search
A Black and White Illustration
for decorative cutting ideas widens, simplicity and ele-
It is clear that diamond shapes crop a picture’s corners
gance rise in importance. Artistic variations of the inner
mercilessly. It follows that not every piece is suitable for a
mat width add interest to the shape without adding to its
diamond-shaped opening. However, when the critical ele-
complexity.
ments of the image are stacked up on the vertical center, when there is generous background all around, and when
The Wedding Couple
cropping is an option, a diamond-shaped opening is possi-
Memories, commemorations, significant life events—ev-
ble—maybe even perfect.
eryone has them, and everyone has photos and certificates,
It is no surprise when a customer’s wishes enter into
but do they all need to be displayed life-sized on our walls
one’s framing choices, particularly concerning decora-
forever? One customer wanted to keep a favorite wedding
tion. This image drew one customer’s affections, and he
memory on display, but asked if there was a way to keep it
wanted it displayed so that it attracted attention despite
small and still have it reflect their delight to every viewer.
its small size. It is excerpted from a magazine cover in the
The above photograph was a long-distance shot with
1890s and reprinted. It is not a historical fine art piece, so
lots of background that emphasized the isolated seaside
cropping is not a cultural offense. The subject fits natural-
setting. Though the shape of the center of attention does
ly into the diamond and there is only a little of the image
not lend itself to the diamond shape quite as naturally as
lost at the lower left.
CONTENTS
the previous example, the possibility for cropping made
The border width, measured from the outside point
a diamond shape a good choice. The elongated points at
of the opening to the outside of the mat, is smaller than
the extremities hint at the breadth of the background
normal—1.75''. Despite common formulas regarding bor-
without showing every bit of it, and the couple is kept in
der widths, the image does not appear crowded in these
the spotlight.
narrow borders. There is probably scientific research on
AD INDEX
One tenet of human perception is that there is sta-
this somewhere, but it may be reasonable to deduce that
bility in seeing vertical and horizontal lines in a compo-
the eye judges the volume of mat space, not necessarily
sition; or in this case, in a mat design. A typical diamond
the width. Until there is firm information, though, some
mat design has neither. This example includes decorative
choices on mat widths could be made using intuition
triangles along the sides of the diamond. The vertical and
rather than a ruler.
horizontal sides of the triangles build a subliminal rect-
My original question was, with all their quirks, why
angle behind the diamond that restores stability for the
on earth would any framer ever suggest cutting dia-
14 PFM April 2020
Mechanically, there is nothing very clever here. All four sides are of equal length. There is 1/8'' of the dark gray layer showing to outline the opening. The diamond is 7.5'' wide and 8.25'' high - only a little taller than wide. The borders are 1.75'' wide—fairly narrow, but this works well for nearly all diamond designs. The image is a good fit for a diamond shape. It nestles against the top and lower right of the diamond, with cropping only at the lower left.
mond-shaped openings? Maybe the answer lies in their
choice worth more exploration.
quirks. Sometimes the image fits naturally into a di-
Interested in learning more about creative, profitable
amond-shaped opening. Sometimes drastic cropping
mat designs? Brian leads mat deisgn seminars at The Nation-
presents a picture more effectively. Other times, a pic-
al Conference, an annual event taking place at the West Coast
ture needs to be more prominent. Diamonds are just four
Art and Frame Expo in Las Vegas. For more information, visit
straight lines; the essence of simplicity, and a decorative
www.wcafexpo.com. PFM
CONTENTS AD INDEX 16 PFM April 2020
Las Vegas Market: A First Look at 2020’s Top Art, Design Trends By Ginger Hartford
D
esigner, marketing educator, and founder of EurDesign
opment process. I also wanted my group to gain insight
Studio Ginger Hartford recently led an all-new insider’s
on the art themes, styles, and language that resonate
tour of Las Vegas Market, giving attendees a first look
with today’s consumers.
at this season’s hottest art, design, and style trends as part of the West Coast Art & Frame Expo and National Conferece. The tour
GLOBAL VIEWS WITH FORM DESIGN STUDIO
highlighted showrooms of top publishers and home furnishings
We kicked off our tour by visiting Global Views’ showroom
brands that are driving key design and decorating trends in the
to learn about their collaboration with FORM Design Stu-
marketplace. Tour attendees had the opportunity to connect with
dio. Global Views is known for its collection of decora-
exciting new business resources, meet industry thought leaders,
tive accessories from skilled artisans around the world.
and see the top artists of the moment collaborating in product
CEO David Gebhart, who also serves as board director of
development for new collections launching at the market. Here,
the American Furnishings Hall of Fame Foundation, gra-
Hartford shares some of the biggest highlights from the tour.
ciously hosted our tour group. Gebhart shared the design
CONTENTS AD INDEX
I’ve long believed the art and design industries work
process his team undertook while collaborating on their
best in parallel and converge quite often in our profes-
collection with FORM Design Studio. We learned how art
sions. As a designer, I specify products and have deep
inspires product development, how artists partner with
brand relationships within the home furnishings and de-
brands to develop lifestyle collections, and how manu-
sign marketplaces. I’ve noticed a greater media focus on
facturers work with artisans to bring their concepts and
the artistry of design—in other words, on the fact that
textural treatments to life across home accessories.
artists are impacting the trends and design movements seen today.
Trend details are crossing over to designing framing elements like fine linen and natural-toned matboards.
The goal of the tour was to navigate Las Vegas Mar-
Organic neutrals in cream, ivory, taupe, stone, and shades
ket’s top showrooms of 2020, identifying key design and
of charcoal were also prominent. The mineral finishes
decorating trends and understanding the product devel-
seen in the collection translate to moulding designs with
18 PFM April 2020
matte finishes and resins in cream and charcoal. Many attendees found Global Views’ home accessories a valuable resource opportunity for adding gallery products to their business’s offerings. FORM Design Studio, founded by Emmy award-winning designer Joshua Rose and Chinese medical practitioner Rafael Kalichstein, designs modern art, rugs, furniture, lighting, and accessories. The collaboration between Global Views and FORM Design Studio inspired me to launch this design-focused Las Vegas Market tour. It was incredible to see how the talent of Kalichstein and Rose informed every aspect of their bespoke collection, and it was a pleasure to meet them in person. “Our vision was to create a collection that evokes the intangible; a feeling of soulful connection with a new person or place that opens one’s eyes, shifts one’s perspective, and enriches one’s life,” says Rose. “It’s the electric moment you realize you have met a new and lifelong friend that we hoped to capture as inspiration. Global Views is the perfect partner to help us bring that vision to reality.” FORM Design created a capsule collection with international flair, originating from art—in most cases, original Chinese ink paintings by the designers. FORM Design Studio is currently developing product lines with Global Views/William D. Scott, LeftBank Art, Dempsey & Carroll, and Mehraban Rugs in addition to designing hospitality, commercial, and residential projects worldwide.
MODERN NATURALS WITH FOUR HANDS A major trend continuing to evolve in mainstream design is mid-century modern style. This style is not just for millennials; its influence is impacting high/low lifestyle brands around the globe. Four Hands, based in Austin, TX, is a category leader in home furnishings, including a complementary art and photography collection curated by Four Hands Studio. The studio’s modern naturals theme is eclectic and bohemian-rustic with a nod to the mid-century modern aesthetic—no longer just “industrial modern.” Their 2020 Las Vegas Market design trends included 1970s-inspired textures and 1980s-inspired maximalism, including natural earth tones with sculptural metals. Our group took note of Four Hands’ use of tubular forms from the 1980s inspiring the furniture designs and companion artworks; a nice retro balance for eclectic-minded consumers. Natural earth tones complement on-trend, warmer color palettes like wine, olive, green, chocolate brown, and yellow ochre. Sculpted metals cross over from lighter furnishings to float frames for art to add personality and PFM April 2020 19
FORM Design Studio’s definitive art collection, which continued the textural modern theme. Artists by nature, FORM Design Studio’s principals, Kalichstein and Rose, say they relish the time spent creating their high-end reproduction art line for Leftbank Art. Their ever-expanding collection boasts well over 100 works, incorporating media from Chinese ink to wire sculpture. Our group also previewed the latest presentation styles, emerging artists, and leading trends in art and learned more about the printing services needed to expand designer art with original paintings, giclées, hand-embellished canvas prints, and acrylic treatments. Notably, we highlighted the emerging growth trends for printing on linen and mural wallscapes. Many art galleries look to Leftbank to diversify their collections by category, highlight artists, extend product selection and design services, or partner on art projects. post-modernist vibes. Sustainability is also a key trend among these design leaders. Sustainable thinking can be found in materials used, from reclaimed woods like eucalyptus, to handblown glass, repurposed denim, and organically shaped forms. Four Hands believes this intensifies an eco-friendly effect beautifully. All details can translate to art and framing materials by style and design. With over 20 artists and photographers, Four Hands Art Studio curates compelling new art styles including geometric shapes in bolder statement colors. According to the studio’s creative director, Kimberly Grey, “Color is the definitive element in creating the illusion of dimension, so there’s certainly intention behind the palettes. These pieces use tonal, complementary colors in an approachable way, meaning they can be worked into neutral and experimental styles alike. Color blocking, too, creates contrast and pattern within flat imagery.”
LEADING TRENDS WITH LEFTBANK ART CONTENTS
An ARTS Awards Winner, Leftbank Art is known for its modern art collective and trend-forward art publishing as well as trade services working with designers, hospitality professionals, and business-to-business groups. I was a
AD INDEX
fan of their collaboration with Galerie Magazine at last year’s High Point Market and was excited to learn about their collaboration with FORM Design Studio at Las Vegas Market. Our tour shined a spotlight on the design services available to retailers with a showroom stop at Leftbank Art. We toured their extensive showrooms to preview 20 PFM April 2020
SCULPTURAL STANDOUTS WITH THE PHILLIPS COLLECTION It’s important to note other on trend, non-traditional art forms that could be seen at the show; specifically, sculptural wall decor. This year’s winner of the prestigious 31st Annual ARTS Awards for Top Wall Decor manufacturer, the Phillips Collection is a family business specializing in unique, inventive, and dimensional designs that are really off the wall! Our group toured through their amazing showroom and focused on dimensional artworks, wall tiles, sculptures, and more to round out resources and trends for artful living. Framing professionals might consider designing gal-
lery walls for customers that incorporate multiple object
tions, it’s important to become familiar with these kinds
forms; for example, the use of metal, ceramic, or wood
of suppliers and expand your product lines and services
objects to complement framed artwork can make for a
to capture broader revenue opportunities per project.
compelling statement wall. As consumers’ appetite for unique home decor grows, and as the hospitality and
ARTIST INSPIRATIONS WITH WENDOVER ART GROUP
commercial industries look to diversify their art collec-
Our market tour wrapped in high style as we were warm-
PFM April 2020 21
or design studio and shop founded by Mat Sanders and Brandon Quattrone with projects in Los Angeles, New York, and Telluride. The designers spent time with our group talking about the inspirations for curating and designing their new art collection with Wendover, based around mixed media and playfulness. The artful trends focused on coastal modern photography, abstract, typography, nature, figurative, landscape, animal, and vintage-themed product categories. Photography, especially coastal modern themes, were prominent at the show, reflecting the increasingly popular coastal design styles of today’s interiors. It was a joy to host a group of curious, engaged art and framing professionals on my design-focused insider’s tour through Las Vegas Market, the Southwest’s premier home furnishings and design resource, on behalf of WCAF Expo and The National Conference. For more highlights of the tour, visit @eurdesign_studio on Instagram. ly welcomed by Wendover Art Group. Wendover is a ver-
And for more information on the expo and conference,
tically integrated, domestic supplier of artwork, wall de-
visit www.ecafexpo.com. PFM
cor, and mirrors within the hospitality, healthcare, and commercial interior design industries. Head of Marketing Leslie Langford shared insights on the breadth and uniqueness of the company’s art offerings as well as its specialty in producing licensed collections with top designers Thom Filicia, Lillian August, Christopher Kennedy, Jo Sampson, and Meg Braff. We were excited to personally meet the designers behind the notable brand Consort, a high-end interi-
CONTENTS AD INDEX 22 PFM April 2020
Ginger Hartford Ginger is a highly accomplished art and design industry veteran recognized for her executive leadership and expertise in strategic marketing and global business development. Formerly with Larson-Juhl, Ginger founded EurDesign Studio as a sought-after consultant and National Conference speaker about high-level marketplace trends and design technology.
PFM April 2020 23
CREATIVE CMC DESIGNS A Dog’s Life Gunnar CMC
D
ogtown Sports Collectibles & Framing is a family-run frame and engraving shop located in the heart of Dogtown—St. Louis, MO. Owners Bettina
and Clyde Woolbright added a new Gunnar AiOX Hybrid CMC a few years ago to increase their capacity for production and expand the scope and creativity for their specialized memorabilia framing. “Our business focuses on framing memorabilia; not only sports memorabilia, but also personal items that customers bring us that carry sentimental value,” says Bettina Woolbright. “Thus, a lot of our work requires creative layouts of multiple openings and custom shapes and designs. We bought our Gunnar AiOX because not only was it a high-quality machine that would save us money and time, but the GMC software really lends itself to making easy-tocreate custom shapes and designs.” This framed collage was recently created for one of the Woolbrights’ customers to highlight the life of a much-loved
CONTENTS
police dog named Gero from Peoria, IL. Gero, an all-black German Shepherd/Belgian Malinois mix, and his handler, officer Brendan Westart, worked for the Peoria Municipal Police Department in northern Illinois, about one and a half
AD INDEX
hours north of the Woolbrights’ frame shop. A sergeant who works with Westart had the idea to put together a gift honoring Gero’s memory and brought in items to the Woolbrights for framing. A multi-opening mat layout was arranged using the simple, dynamic snapping tools in the Gunnar GMC program. A few custom shapes were created for this design. First, the two different police-shield cloth patches were initially designed and drawn as vector shapes in Adobe Illustrator graphic design software. These vector shapes were then imported into the Gunnar GMC software as SVG vector files. In Gunnar GMC, they were individually scaled to the exact size required and some quick test cuts were made using off-cuts. Where required, further fine adjustments to a shape could be made using GMC Draw Mode, rather than having to re-import from Adobe Illustrator. “We could also use Draw Mode to draw these shapes, but because of my existing knowledge of and experience 24 PFM April 2020
The Woolbrights designed a multi-opening mat to display photos and special objects like Gero’s ID collar and red rubber Kong toy.
with Adobe Illustrator, it was easier for me to create them in Illustrator and import them into GMC,” Woolbright says. The customized shape for the red Kong toy was created using the merging tool in the GMC software; it was made by overlapping and joining three ovals taken from an existing oval-shape template. The Woolbrights took a photo of the toy and imported it into the background of the software to help them visually match the contour of the Kong’s shape and placement of the ovals. Once the shapes were merged, it was scaled up to the required size. Because the AiOX can automatically make straight 90-degree cuts, the Woolbrights also used it to cut the internal liners of the frame, which were 1
½'' wide black foam-
board strips. They also used foamboard to create space between the two layers of matboard, adding extra depth. The objects in this frame such as the rubber dog ball, collar, and leash were attached using Attach-EZ mounting tags. “Our goal has always been to provide our customers with that added touch they wouldn’t usually find elsewhere,” Woolbright says. “This is achieved through our passion for design and our use of technology in our business. Since introducing the Gunnar AiOX Hybrid to our business, we’ve been able to enhance our creative matting and design work—which has also boosted our reputation.” Officer Westart was surprised and very appreciative of this custom gift, which honors his partner and friend, Gero, and the canine’s years of service to the community.
A Special Jersey Valiani CMC
S
ports fans love their teams, and RJ Jacquez, owner of Jacquez Art & Custom Framing, has come to understand the value society puts on signed jerseys
and memorabilia. Today, his Chula Vista, CA, frame shop has found its niche designing and producing one-of-a-kind framed sports pieces with the “wow” factor fans want to capture a precious moment. “It all starts with the story,” says Jacquez. “I always ask why a specific item is important, how did they get it, what’s the story behind it. The answers drive our ideas.” In the case of Travis Taijeron, his wife contacted Jacquez to create something special to commemorate the outfielder’s Major League Baseball debut with the New York Mets.
Taijeron’s jersey is mounted on Crescent 89850 (silver). The top black suede is Crescent Night Sky 5506 85506, and the orange accent is Burnt Orange 9898.
She brought the framer the ball from Taijeron’s first catch and the ball from his first home run, along with photos of his
dictated by the items being framed. “Crescent offers a huge
at-bat stance and celebration from that first home run. She
selection, so I am confident I can always find the perfect
also provided a New York Mets versus Washington Nationals
matboard to let the artwork shine.”
lineup card and Taijeron’s number 28 game jersey.
The Crescent Select sports line offers color schemes
“Getting a shot in the majors is what ball players work
that match all major sports teams in the MLB, NFL, NBA,
for their entire lives,” says Jacquez. “Our goal was to make
and NHL. The line includes the exact team colors for many
his moment even more spectacular by creating a framed
colleges as well. Because they coordinate so well with many
piece that would both preserve these valuable mementos
recognizable teams, Jacquez generally uses this line as his
and highlight the excitement of the day for years to come.”
first option when starting his design process. However, he
Jacquez designed a custom framed work of art that
also chooses from hundreds of additional Crescent mat-
incorporated all these elements into it, along with three
board colors and finishes to achieve the effect he envisions.
plaques describing the date of each accomplishment. The
Taijeron is one of several professional athletes who
result was an all-star showpiece that received rave reviews
have turned to Jacquez for his creativity and expertise. He
from both Taijeron and his wife.
also has framed jerseys for NFL safety Ha Ha Clinton-Dix,
Jacquez’s Valiani CMC was instrumental in his ability
NBA guard-forward Terrence Ross, and MLB outfielder Tony
to make the intricate matboard cuts needed to outline the
Gwynn, Jr. And while he appreciates being on the radar for
silhouette of Taijeron’s jersey. “Detailed cuts like these sim-
elite athletes, most of his business still comes from the fans.
ply cannot be accomplished by hand,” says Jacquez. “But the
He has received orders from all 50 US states, Canada, and
Valiani makes it easy.”
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For his jersey framing projects, Jacquez calls upon his graphic design background and works in Adobe Illustrator to draft the overall matting layout. He then transfers his concept into Valiani’s native software, V-Studio, which automat-
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ically signals the machine to cut the pattern right into the Crescent matboard of his choice. “It’s essential to use acid-free matboard, such as Crescent’s conservation line, to preserve these valuable jerseys and memorabilia,” Jacquez explains, adding that each project is unique, so the color, texture, and style of matboard is 26 PFM April 2020
Mexico—and even from places as far away as Switzerland and Qatar. Recently, he has been inundated with requests to frame Kobe Bryant jerseys and Los Angeles Lakers memorabilia. “I’m a sports fanatic myself, so I truly appreciate the significance of these jerseys and other collectibles and what they mean to the fans,” says Jacquez. “With each and every jersey, ball, card, or photo we frame, we are so grateful that our clients trust us to preserve these valuable and special memories. As with any piece of art, the framer’s job is to do the story justice.”
A Colorful Collection Wizard CMC
A
customer wanted this collection of baseball cards to be a historical commemoration; monumental and elegant, as if it were something transported
from an Edwardian English club. It needed to be colorful and attention-grabbing. Meg Glasgow of Finer Frames in Eagle, ID, saw the answer as she looked at a table covered in cut-out letters that were ready to be discarded. “When I held the letters in my hand, the bevels, the colors, and the dimension jumped out as such a striking aspect of these pieces,” she says. “I
Glasgow’s idea was to build this project with many parts on many levels, instead of cutting one large piece. The result is a colorful, dramatic presentation, full of shadows and depth.
thought, maybe this is something I can use. Why not cut lots of smaller pieces and build something large with them
ferent measuring and cutting process. That process was
rather than cutting 30 openings out of one giant sheet?”
made smooth with her Wizard CMC, Glasgow says.
Glasgow recalls that the idea of designing with many
“As the letters for ‘Boston’ were being positioned on
small pieces suddenly seemed easier and more flexible.
the ribbon shape, my every thought was about how fortu-
She imagined there would be separate letters and back-
nate we are to have a machine like the Wizard that makes
ground shapes to hold each group of letters. There would
such short work out of designing and cutting all these
be something to contain all the cards, and then one shape
pieces, because assembly took lots of measuring, fiddling,
to carry everything. Experiments to see different sizes, po-
and patience,” she says. “Luckily, I have an artistic eye, but
sitions, and design ideas meant cutting only a few pieces
I had to borrow a taller ladder to get a wider view of the
again—not the entire project.
letters on the table as they were being nudged and angled
Glasgow used her Wizard software to find the right
into place to get everything looking just right.”
shapes for the background and then drew the large ribbon
The initial structure plan worked. The three sub-as-
shape at the top. “It’s so nice working with large things,”
semblies created the top ribbon with the “Boston” cap-
she sayd. “Just about anything you draw cuts great, unlike
tion, the mounted cards, and the “Baseball” caption. They
like little things, where every step seems to need testing.”
were all mounted with spacers onto the home plate shape,
Out of all the components of this frame package, the
meaning only one item had to be mounted to the green
letters have the most involved story. The shapes came from the LetterMat font in the Wizard software program,
background. To give some perspective on the size of this piece, the
program by offsetting the original letters by ⅛'' to generate
¾'' high. The “Baseball” word is 25'' wide, and its mounting shape is 27 ½'' wide. The “Boston” word is 19'' wide, and the ribbon underneath is 27'' wide. The black shape that holds the cards measures 35'' x 11''. The home plate shape underneath is about 27'' x 22''. Finally, the glass size for the finished project is 39'' x 29''.
a parallel path. These offset letters were also set to cut as
“Framers will all have individual ideas on how to make
dropouts. Once all the letters’ parts were cut, the two lay-
something colorful and attention-grabbing,” Glasgow says.
ers were glued together, and the real fun of spacing began.
“Not every project needs to be this ambitious, but building
“Assembling the ‘Baseball’ caption onto its backing
a design with separate parts, overlapping, and spacers is
shape was straightforward,” Glasgow says. “All the letters
a way to make physical dimension a new and important
are along a line. With a little measuring and a little glue,
element in every framer’s designs.” PFM
and each letter has two layers. The top layer is black, while the bottom layer creates the red outline. The letters on the top layer were set to cut as dropouts. This means that the dropout—the letter itself—was kept, not the opening. The
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bottom layers of the letters were created in the drawing
AD INDEX
the first sub-assembly was finished.” However, the letters of the “Boston” caption were along a curve, requiring a dif28 PFM April 2020
letters are all 2
Best Framing’s website shows the highlights of current website design. Its clean design with plenty of white space makes for easy reading and navigation, and the subtle drop shadows are very on trend without being gimmicky or distracting.
New Decade, New Website:
How to Give Your Business a Digital Refresh By David Lantrip, MCPF, GCF
Y
our website serves as a virtual store window. It
Updating a website may seem like a daunting task,
allows you to show off to the public what you do
but just like framing, it’s easier when it’s broken down
CONTENTS
and what you sell. It entices people to walk in,
into small tasks. Here’s a list of five things you can do
explore your offerings, and become customers. Just like a
right away to make sure your site is working for you, not
store window, a website needs to be fresh, inviting, infor-
against you.
mative, and up to date.
AD INDEX
A website is also like a Yellow Pages listing. In case
1. Update your home page. This is where you make
you don’t remember what that is, it’s a thick book that
your first impression, and it needs to be a good one. You
listed phone numbers and small ads for all the businesses
wouldn’t be very impressed with a store still displaying
in the area. People now let their fingers do the walking
Christmas decorations in February, and there’s no reason
across the keyboard to find businesses and services. It’s
a website should have an outdated hero (leading) image.
important to do periodic maintenance and updating to
Even if your main image is non-seasonal, it’s a good idea
make sure you show up when people are looking for a
to add a fresh image periodically. Also look for any out-of-
framer.
date information, like past events, discontinued or dated
30 PFM April 2020
SB Framing Gallery’s home page features rotating images framing the central text, also a very current trend in website design. Notice the prominent call to action.
products, or special holiday hours.
follow you on social media or contact
for “photo frames,” not “readymade
This will also help with search rank-
you for more information through an
frames.” By using consumer-friendly
ings, since this is exactly the type of
online form.
terms, your site is also more likely to
regular, if small, change that search engines reward.
3. Check your content. This applies mainly to the text. First, get the
show up in searches using common keywords.
CONTENTS AD INDEX
2. Add a call to action. Asking
obvious out of the way and correct
4. Look at design. Just like fram-
people to act to convert visits into
any spelling or grammatical errors.
ing, website design is not static, and
sales is most important for e-com-
Again, remove any outdated or stale
trends come and go. Trendy is not
merce, but a call to action can help a
content. As you revise or add new
a goal most people strive for, but in
brick-and-mortar cultivate leads as
content, consider your intended au-
such a visual business as custom
well. Make sure it is clear what you
dience and write for the layman,
framing, we need to stay current and
are asking for—“sign up for our news-
not other framers. Avoid jargon. We
look fresh. One quick and easy way to
letter”—and make sure the viewer
framers know about lignin, the pH
improve a website’s appearance is to
knows what’s in it for them—“to keep
scale, and the wavelength of ultra-
increase the amount of white space
up to date with new products, events,
violet light, but very few consumers
used. It’s an essential of good design;
and store specials.”
are likely to have that information or
it makes the content more legible and
A pop-up on the home page will
much care. They want to know their
allows the reader to better view the
make sure it’s noticed, but that must
artwork will look good and stay in
content around the text.
be weighed against the possible an-
good condition, and they’re gener-
A current hot trend in website
noyance factor. If you decide to go
ally happy to leave the details to us.
design is the use of shadows and
this route, make sure the button to
This may mean using terminology
layers to add depth and dimension.
dismiss the pop-up window is easy
that, while not 100-percent correct,
Since we use these design concepts
to see and use, especially on a mobile
is relatable, such as “acid-free.” Don’t
every day in our framing designs, this
device. Otherwise the viewer will not
look at it as a matter of dumbing
is a natural match. It’s fairly easy to
hesitate to close the page. Other calls
down, but as adjusting your voice to
add a soft drop shadow around pho-
to action may include an invitation to
suit your audience. Customers look
tos used on the site and looks partic-
32 PFM April 2020
it’s best to be clear with Contact Us, About Us, Location and Hours, etc. It can be helpful to have navigation buttons at the top and bottom of each page to save a lot of scrolling. Otherwise, be sure to include a Top of Page button. Related to navigation is the website structure, or how pages are placed and relate to another. As an example, you may sell handmade Christmas decor. It would make little sense to list each type as its own navigation The Frame Workshop’s site would benefit from some small tweaks. More white space and pared-down text would improve the ease of reading. Also, reorganizing the navigation buttons and reducing their number would make it easier to find one’s way around the site and improve SEO.
button. It is much better to have a
ularly good on a photo of a finished
5. Consider navigation. Just like
ornaments, carved wood ornaments,
frame on a white background. Images
shopping in a physical location, con-
and so on. Not only does it make for
can also overlap each other without
sumers will get frustrated and leave
a cleaner design, but it’s also better
interfering with their ability to con-
if they can’t find their way around.
for search engine optimization (SEO).
vey important information. Combin-
Make navigation buttons easy to find
It establishes a clear organizational
ing this with white space can instant-
and their purpose clear. The days of
structure, something search engines
ly update nearly any site.
cutesy descriptions are long past;
look for. In addition, since each cate-
page dedicated to Christmas decor, with links there to nutcrackers, glass
gory has its own page, there is more opportunity to incorporate specific keywords and useful descriptions. To be sure, website design and management is a huge subject—one that could not be thoroughly covered even in a series of articles. However, your website is too important a marketing tool to be neglected. Taking just one or two of these suggestions at a time will help freshen your site’s appearance and make sure it’s reaching as many eyes as possible. PFM
CONTENTS
David Lantrip
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David is the director of education for Franchise Concepts and the franchisor for Deck The Walls, The Great Frame Up, and Framing and Art Centre stores. His many roles in the PPFA have included memberships on the Board of Directors, Chapter Relations Commitee, and Guidelines Task Force. David, a popular instructor at The National Conference, recently earned a master’s degree in mass communications from the University of Florida. 34 PFM April 2020
GET LISTED
IN THE PFM 2020 DIRECTORY THE #1 SOURCE FOR FRAMING PRODUCTS AND EQUIPMENT ALPHABETICAL LISTING A comprehensive list of participating suppliers that includes full contact information. PRODUCT INDEX With 37 major categories and 254 subcategories, retailers can find whatever product they’re looking for. 2020 PRODUCT SHOWCASE This special section highlights the top-selling and most innovative products from featured suppliers. ARTICLE INDEX Articles published in PFM organized by topic and listed alphabetically.
Create Your FREE Listing by May 15, 2020 www.pfmdirectory.com For expanded listings and advertising opportunities, email sales@pfm-group.com or call 732-536-5160 Ext.222
MASTERING MOUNTING
by Chris A. Paschke, CPF, GCF, CMG
Making Informed Adhesive Choices These tried-and-true products and methods are industry standards.
T
he custom framing industry has routinely replaced older techniques with new products and new technologies,
and adhesive demands have gone way beyond the requirements of mounting only the paper, photographs, and canvases of the past. It is the job of today’s framer to select the best materials and adhesives for what is being framed while always being careful not to enclose new, untested products from other industries within any frame. It’s more than simply finding an adhesive that will bond layers together; framing adhesives also need to have been time tested for long-term bond, absorption, seepage, stability, and inertness.
bags, and wallpaper adhesives. Natural gums are often blended with synthetic rubbers to create adhesives sometimes used in pressure-sensitive cellophane and masking tapes. Animal glues have traditionally been used in bookbinding, wood joining, and plywood, but now use of these is being replaced by synthetics. Synthetic adhesives are reactive (an adhesive that must chemically react to harden) or non-reactive, and are divided into two categories: thermoplastic and thermosetting. Thermoplastic adhesives are heat set and
Natural vs. Synthetic Adhesives are either natural or produced synthetically, and are categorized by their method of adhesion. Natural adhesives are made from organic sources such as vegetable starch, natural resin, or animals (hide glue and milk
CONTENTS
protein casein). Vegetable glues come from starches and dextrins extracted from corn, potatoes, rice, or wheat and may be used in the production of corrugated board, paper
may be softened numerous times by the reapplication of heat, once again adhering when cooled. In framing these are called removable dry mount tissues, films, and HA boards. Natural adhesives are predominantly thermoplastic; the most widely known is polyvinyl acetate (PVA), also called white glue, which is flexible, strong, and non-acidic. Thermosetting adhesives undergo an irreversible chemical change when they harden;
AD INDEX
Chris A. Paschke, owner of Designs Ink in Tehachapi, CA, is a professional picture framer with over four decades of experience. She is an artist, a National Conference educator, has authored numerous magazine series, including The Essence of Design, Design Concepts, and Digital Directions for PFM, and has four self-published books on mounting. She currently writes the Mastering Mounting column for PFM and is a contributing writer to The Artist’s Magazine, The Pastel Journal, and Watercolor Artist Magazine. She was honored with the PPFA Award of Distinction for Leadership 2008, the Vivian Kistler Recognition for Innovation Award 2010, and the PMA Distinguished Service Award 2012. 36 PFM April 2020
PSAs are permanently tacky thermoplastic adhesive that bonds to an untreated surface at room temperature with the application of pressure. Kooltack’s InstaMount S-A boards are available on Competition Plate, Gatorboard, Mighty Tough, and Foam.
the art or collectible to be brought fully back to its original state once removed with no adhesive residue, making them reversible and long-term archival.
Rolled Tissue Categories All heat activated adhesives may be placed into these specific groupings: type of bond (permanent or removable), physical composition (tissue-core or film), porosity (breathable or non-breathable), and acidity/pH (unbuffered, buffered or rag carrier). Once these four things are noted, all generic and manufacturer products are easily Peel back the top edge to expose the adhesive. Align the print at its bottom corners. Follow up with your fingers from the bottom and press against the exposed adhesive. Pull the liner from beneath the print and smooth from top to bottom to prevent bubbles. Cover with liner and press, roll, or burnish to activate.
compared for use. Type of bond dictates the mounting technique to achieve the proper bond and where that bond happens. A permanent adhesive will bond in the press as all layers reach
the result of a catalyst. Once hard, they do not melt or resoft-
adhesive activation temperature and the permanent bond is
en when heated and are considered insoluble in common
created. Removable adhesives melt as all layers reach activa-
solvents. Thermosetting adhesives include epoxies, polyes-
tion temperature, but the bond is not made until the mount
ters, and urethanes such as used with fiberglass. These ad-
is removed from the press and cooled under an even weight.
hesives adhere well to most materials, porous and nonpo-
All mounted items should always be cooled under an even
rous, and include epoxy, polyurethane, cyanoacrylate, and
weight, even if only for 30 seconds, whether mounting with
acrylic polymers.
tissue, film, or HA board.
Adhesives used in mounting artwork to substrates in-
Pay attention to the four elements of mounting: time,
clude wet, spray, pressure-sensitive, and dry heat activated
temperature, pressure, and moisture (TTPM). Set the prop-
materials. The natural or synthetic base of an adhesive will
er temperature; keep the mount in the press long enough
categorize and in turn determine its appropriateness for any
for all the layers to reach that temperature; make sure the
given type of mounting.
pressure is set for the thickness of the substrate; and pre-dry art and substrate for 30 seconds between Kraft paper sheets
Dry Mount
prior to bonding in any mechanical press. A vacuum press
Tissue or film dry mount is an adhesive layer placed be-
automatically handles both pressure and pre-drying.
tween art and the intended substrate. Some consider dry
CONTENTS
mounting somewhat a thing of the past, but with the de-
Adhesives for Digitals
velopment of HA (heat-activated) boards it remains a pro-
There is also a category of permanent, low-temperature
cess with more solutions that ever before. Permanent tis-
HA boards (130F) developed specifically for the digital age,
sues and higher temperature HA boards (160F-185F) adapt
and is safe for all digitals. Some heat-sensitive digitals tol-
best to mass production where speed and permanence is
erate up to 150F if the duration under the heat is limited to
desired. Removable tissues/films and thermoplastic low-
15-30 seconds; any longer can damage the surface image,
er temperature HA boards (150F-175F) might be best for
so they may be bonded in a mechanical press. Those same
replaceable art and duplicates for display. Permanent ad-
images may not tolerate the four-minute dwell time of a
hesives may be released from the substrate with assorted
hot vacuum press using the same adhesives.
AD INDEX
chemical solvents and removable adhesives require reap-
Digitals today cover a greater number of technologies
plication of heat for removal, but in both cases, there shall
and materials than ever before, and it is becoming increas-
always be adhesive residue remaining in the art that ren-
ingly difficult to identify the source of an image. That makes
ders it non-archival.
it difficult to identify whether an ink or printed image will
Reversible HA boards (150F-160F) are perfect for items
be heat sensitive or not. Digital images are considered prints
previously unsuitable for dry mounting that were always re-
and not originals and therefore replaceable, so between low
served for preservation techniques only. These boards allow
temperature HA boards and high tack pressure-sensitive
38 PFM April 2020
mounting with rollers, permanent bonding of digitals has
moved without harming the substrate in any way or leaving
become commonplace.
adhesive residue, like a Post-It Note. The act of permanently bonding any art to a backing is never a preservation method.
P-S Types and Tack
Regardless of how stable and inert any adhesive may be, it is
Pressure-sensitive adhesive (PSA or P-S) is a permanently
the adhesive absorption into the art that makes a mounting
tacky thermoplastic substance that bonds to an untreat-
method non-reversible and non-preservation.
ed surface at room temperature with the application of
Sticking with industry standards can be a good thing,
pressure from a hand, squeegee, brayer, or roller machine.
but the techniques and products mentioned here are not
They are dry, synthetic adhesives that are clean, easy to
meant to dismiss contemporary preservation techniques.
use, odorless, and require no heat or solvents. They are
It seems there are currently two groups of common items
available as both films—to be applied to any substrate of
being framed: digitals and valued collectibles. Original
choice—and with the PSA pre-applied to a substrate, also
art and irreplaceable items will always require reversible
called self-adhesive (SA) board.
mounts and preservation mounting techniques, while dig-
High-tack (HT) PSA is aggressive and most difficult to
itals are replaceable. Digitally printed images are now on
hand-apply to large images since it is not repositionable and
Yupo, Tyvek, Evolon, fine art paper, metal plate, acrylic, sheer
is often recommended for use with roller machines. They
fabrics, canvas, and more, and often those images require
immediately grab to a smooth, nonporous item like a pho-
adhesives and mounting substrates like Dibond (ACM), hon-
to or clay-coated foamboard and may not be repositioned.
eycomb panels, Gatorboard, hardboard, cradled boxes, Sin-
Though somewhat lacking in long-term bond, medium-
tra, and more we haven’t even heard of yet. PFM
and low-tack PSAs are the ones most frequently favored in picture framing. They may be somewhat repositionable during mounting with porous papers, but even repositionable self-adhesive boards will grab more aggressively to a smooth or coated material. Low-tack (LT) is not well suited to the longevity of framing demands, and is least favorable on self-adhesive boards for framed display art. Bond strength (tear strength) is a better phrase than permanence when referring to adhesives because of the subjectivity of what might be meant by “permanent.” In the case of a PSA, permanent means impossible to remove without destruction of the substrate or mounting. A PSA may be re-
PFM April 2020 39
Product Showcase 888 Manufacturing Corporation New at 888 Manufacturing: Gilders paste wax is available in 13 pre-blended colors to include 11 metallic colors, black, and white. Can be blended to match many finishes. Works on wood and metal to repair damaged finishes or create new accents and finishes. Call: 888-338-3318 www.888mfgcorp.com
Decor Moulding Decor’s Spring Extreme Savings brochure is now available. Get ready for the upcoming graduation season by presenting a full line of diploma mouldings in beautiful wood tones, as well as classic compo and contemporary styles in gold, silver, black, pewter, and stainless steel. Rounding out the brochure are floaters, shaded polys, matte blacks and whites, linen liners, and the full line of stretcher bars. Go online to see the most current moulding offerings or place your order via order@decormoulding.com. Call: 800-937-1055 www.decormoulding.com
Framerica
Michelangelo Moulding
Concrete, Framerica’s latest offering, is a worldwide exclusive, featuring a textured “concrete” look in architectural stone grey. “Concrete has been universally praised by designers and specifiers around the world,” notes VP Josh Eichner. “It’s been a terrific launch.” Concrete is available in profiles ranging to 3''.
Several notable floater profiles were introduced at the 2020 WCAF Expo. The 360 series, available in seven colors, stands out due to the delicate, ethereal quality of each finish. For more information about this product, please call or browse the entire product line on the web.
Call: 800-372-6422 www.framerica.com
Omega Moulding Presenting Milbrook, a group of eight mouldings made in Italy with distressed paint finishes in primary and neutral colors. Multiple layers of paint and texture are the collection’s signature appeal, adding color complexity and visual interest to framed artwork. The overall result is the appearance of vintage painted furnishings, the look of time-worn colors rendered and chipped away upon rustic reclaimed wood. Call: 800-289-6634 (U.S) 877-452-3799 (Canada) www.omegamoulding.com
Call: 877-422-8812 www.michelangelomoulding.com
Penny Lane Fine Art & Licensing New artwork by Cindy Jacobs! Contact a sales representative by phone or emailing info@pennylanepublishing.com for more information. All artwork on the website is also available on canvas and wood products. Select images are also available as large-format giclée prints. Call: 800-273-5263 www.pennylanepublishing.com
CONTENTS AD INDEX
Sepp Leaf Products
Superior Moulding
Liberon’s Easy French Polish. This easy-to-use shellac polish produces great results quickly. Ideal for beginners; no special French polishing hand techniques needed. Ideal for smaller wood surfaces like picture frames and carved woodwork. Apply with a quality lacquer brush. Three- to four-hour dry time. Imported from England by Sepp Leaf Products.
Introducing Uptown; four cool, wood-tone finishes on two clean-line profiles. The profiles work well alone or paired together. The profiles and colors of the Uptown line fit in perfectly with current decor trends of gray paint, light wood, and modern furniture. They work great with modern graphic art or to give an updated look to more traditional pieces. Request a color catalog online or call to get samples and pricing.
Call: 212-219-0770 www.talasonline.com
40 PFM April 2020
Call: 800-922-7914 www.supermoulding.com
Universal Arquati Introducing a new size to the successful gesso-free line: ¾'' Italian Prime! This Italian-made moulding profile features an open grain, high gloss, and matte finishes in a variety of colors. This profile is economical, gesso-free, and great for many uses with small pictures, inner frames, and photography. This product is now in stock! Please contact your local sales representative to get a sample set. Call: 800-668-3627 www.universalarquati.com
CROSSWORD CHALLENGE
Have a question or comment? Tell PFM what you think. Mail letters to PFM 83 South Street, Unit 307, Freehold, NJ 07728 Call 732-536-5160, Fax to 732-536-5761 Attn: PFM Editor or E-mail to pfmeditor@hobbypub.com
Across 1The first C in CMC 7 Distance between the top edge of the stretcher bar and the broad flat top of the stretcher bar 9 Three-dimensional display 11 Pen point 12 Smooth 14 Technology that uses polarized light 16 Em____, raise designs in relief 18 Pixel in a photo 21 E-mail subject line intro 22 Therefore 23 Frame with 3 mats, 2 words 26 Be placed 28 Optional thin line on the top mat, 2 words 29 They are the sparks for designs 31 ___ board 33 CMC brand 35 They’re measured in degrees 39 ____ box frame 40 Curved shape that can be created on a CMC
SEE PAGE 43 FOR THE SOLUTION
Down 1 2 3 4 5 6 8 10 13 15 17 19 20 24 25 27 28 30 32 34 36 37 38
They can be decorative w/ a CMC Hidden Objective Basic metal Complicated and detailed, as some designs for a CMC Spreads along a curved line Motorhome, abbr. Vault part Negative word Reddish-brown color Put in place Threesome CMC enables the creation of custom mat ____ In the center Fads While Promises Get older American Airlines, abbr. Cousin to DNA Paper size on a printer “Quiet, please!” Come and ___ PFM April 2020 41
Distributor Spotlight
CONTENTS AD INDEX 42 PFM April 2020
DISTRIBUTOR SPOTLIGHT A complete innovative marketing section designed especially for distributors.
Crossword Challenge Puzzle Solution
For more information, sales@pfm-group.com
PFM April 2020 43
Index Advertiser
Page
Advertiser
Page
Active Sales ..............................................................................42
Jack Richeson & Co. ..................................................................42
800-937-2255
800-233-2404
www.activesalesco.com
Alpina Manufacturing, LLC ........................................................42 800-915-2828
www.fastchangeframes.com / www.bannergrip.com
Arlo Spacemaker Products, LLC..................................................34 800-332-2756
www.reevesextruded.com
Bella Moulding .........................................................................17 888-248-6545
www. bellamoulding.com
Capax-Frame It ........................................................................16 800-942-2729
www.capax.com
www.richesonart.com
Michelangelo Moulding ...............................................................9 877-422-8812
www.michelangelomoulding.com
Picture Framing Magazine.................................13, 23, 35, 37, 43 800-969-7176
www.pictureframingmagazine.com
Rhonda Feinman Custom Frames .................................................6 800-297-1566
www.rhondafeinman.com
CMI Moulding ...........................................................................42
Studio Moulding, Inc. ................................................................15
301-476-7440
800-262-4174
www.cmimoulding.com
Crescent Cardboard Co. .................................................21, 23, 27 800-323-1055
www.crescentcardboard.com
Decor Moulding & Supply ....................... 11, 25, 41, 43, 45, Insert 800-937-1055
www.decormoulding.com
Engelsen Frame & Moulding ......................................................42 800-422-6731
www.engelsenframe.com
Fixons ......................................................................................42 714-526-3455
www.fixons.com
www.studiomoulding.com
Superior Moulding Corp. ...........................................................42 800-922-7914
www.supermoulding.com/www.zelanto.com
Ten Plus....................................................................................31 888-944-8899
www.tenplusframes.com
Tru Vue ......................................................................................7 800-621-8339
www.tru-vue.com
Foster Planing Mill ....................................................................42
Universal Arquati ..................................................................5, 33
323-759-9156
800-668-3627
www.fosterplaningmill.com
Frame Specialties ......................................................................39 800-777-3165
www.kooltack.com
CONTENTS
Framerica............................................ 2, 3, 4, 11, 16, 41, 43, 48 800-372-6422
www.framerica.com
FrameTek .................................................................................42 800-227-9934
www.frametek.com
AD INDEX
Gluefast Company ....................................................................42 800-242-7318
www.gluefast.com
www.universalarquati.com
Wall Moulding ..........................................................................47 800-880-8315
www.wallmoulding.com
Wizard International .................................................................29 888-855-3335
www.wizardint.com
Z Hardware ..............................................................................42 800-880-9315
www.zhardware.com
Hoffmann Machine Company ....................................................42
Ziabicki Import Co. ...................................................................43
866-248-0100
262-633-7918
44 PFM April 2020
www.hoffmann-usa.com
www.ziabicki.com
(Continued from page 46)
took exact measurements and ordered the steel frame. We
be easily removed without jostling the frame.
explained how important it was for the welds on the inside
We then sized and cut the mount, gator, and matboards,
corner to be flush so we would have a perfect 90-degree in-
and fabric was applied to the top mat, the pinstripes care-
side corner. For this outer frame, we gave a 1⁄16'' allowance on
fully aligned in a consistent vertical plane. The photo was
the site size.
mounted with archival photo corners, and we used ATG
It was then time to create the inner frame with a chan-
tape to secure each layered mat. Using a Starrett square, we
nel for the acrylic box to rest. The gap between the interior
aligned the acrylic bat holders and drilled holes to mount
and exterior frame was 5⁄16'' on the top and sides and ⅜'' on
it. Before securing the holder, we turned the frame over and
the bottom. This gap is important because the acrylic box
secured the French cleat and security hanger to the frame.
needed to rest on the top of the interior top rail so the top
We also attached the mat/gator board package to the frame
did not slide out. This is the gravity portion of the gravity
using framers points. Once the holder was attached, the bat
groove design. For the interior frame, we chose a flat slant
was placed in the frame and the acrylic box was positioned
frame with an extended 1 ⅜'' wide float frame incorporated
in the gravity groove on the frame’s face.
into the design. Both the slant frame and the float frame were 1'' tall and fabricated by Jonah Frameworks.
We displayed the finished piece in our gallery just before the customer came to pick it up for an exciting reveal.
The steel frame, which came predrilled with tapered
Before they took the piece home, we gave them a sketch of
screw holes on the exterior, capped the floater portion of the
the French cleat and the security hanger and showed them
inner frame. We used the screw holes to attach the frame
how each should be installed on their office wall.
⅛'' shy of
Our customer wasn’t interested in framing such a won-
the back of the steel frame so we could install an aluminum
derful piece of baseball history with a boring black frame—
French cleat on the top rail to hang the piece. We also placed
they wanted something stunning. We had our work cut out
one security hanger on the bottom rail so the acrylic box can
for us, but with work as cool as this, who can complain? PFM
to the float frame. The float frame was recessed
PFM April 2020 45
DESIGN OF THE MONTH By Jill and Paul Choma
Framed Bat Hits Grand Slam
O
A hand-wrapped fabric mat gives a New York flair to this framed Joe DiMaggio bat, while acrylic holders allow for easy removal.
ne of our very good customers, a New York Yankees fan and friend to several of the team’s players, came into
our shop recently with a fun and challenging project. The task: framing a signed, numbered Joe DiMaggio baseball bat circa 1941 along with a photograph of the legendary player taken during the signing. There was a caveat, too; the bat needed to remain accessible so it could be
multi-opening mat was used to lay out exact-
removed and held. We knew we had to knock it
ly where the photograph would be placed. An
out of the park with this one.
additional window was also created to define
We were inspired by the steel girders that
the basic area to house the bat. We purchased a
DiMaggio must have been aiming for when up
few yards of the pinstripe fabric to experiment
at bat, leading to our choice of a welded steel
with to make certain we could create a fab-
frame from A Street Frames. We also ordered a
ric-wrapped mat wherein the pinstripes would
classic pinstripe fabric to give the piece a Yan-
have consistent vertical lines. When we real-
kees feel. The best way to give our customer
ized our prototype was successful, we made a
access to the bat, we decided, was to create a
final mat with the remaining fabric.
gravity groove acrylic box frame, inspired by
We then built the acrylic box and fit it with
designs from James Miller’s “The Complete
premium glazing to protect the photograph
Guide to Shadowboxes and Framing Objects.”
and bat from UV light damage. Next, we need-
We ordered clear acrylic bat holders from Gem-
ed to specify the inner and outer frames to cre-
ini Builds It & Showcase Acrylics because the
ate the groove that would support the acrylic
holders would not obstruct the view, and their
box. The outer frame of the gravity groove box
design allowed for easy removal of the bat.
would be the welded steel frame, and the inner
CONTENTS
Using our Valiani CMC design program, we
frame would be made from maple wood fin-
came up with a basic layout for the project. A
ished in gray. When the acrylic box arrived, we
AD INDEX
Jill Choma began custom framing in 1999 and brings a background of architectural and interior design. She has continuously studied techniques specializing in archival framing to best protect clients’ artwork. She specializes in designing and framing three-dimensional works of art. When not framing, you can find Jill traveling in search of the perfect cannoli and chai tea. Paul Choma joined Gilded Moon Framing in 2004 and has helped steer the business to the success it enjoys today. His design style is to complement art with a perfect, timeless frame. Paul has always loved woodworking and has amassed a collection of tools to build the perfect frame. When not building the perfect frame, you can find him teaching snow skiing in winter and water skiing in summer. 46 PFM April 2020
(Continued on page 45)
