bydesign 2 0 1 2 Vo l . 2
contents
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SDC Scene
7
Momentum
Barkitecture unleashes amazing dog houses and a costume show to raise more than $20,000.
We highlight a few programs that use and encourage design for creative problem solving.
8
Northwest Design Awards
The 14th annual competition is open.
14
Entrepreneur Toolkit
Learn more about Pinterest, that happy place for the more visually inclined.
Michael Folks | Edward Ferrell+Lewis Mittman
bydesign contributors
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Jeff Benner is a staff assistant at Hines.
Trisha McGinnis interned at Seattle
Publicity expert Nancy Juetten speaks to
He has aspired to be a paid writer ever
Design Center for the summer and
thousands of business owners through
since he was six, when he ghostwrote
returns to Principia College to finish
webinars, teleseminars and media
an autobiography for Batman. His
her senior year with a dual major in
interviews each year. Her expertise is
writing has been featured prominently
mass communication and elementary
showcased through media interviews
on many refrigerators.
education. She’s a new convert to
and articles on CBS, CNN Radio, Fox
Pinterest, and enjoyed exploring
Business, NPR, Marketing Sherpa, and
the topic.
the American City Business Journals.
from the editor Our August Third Thursday presenter John Bielenberg uses a mantra I’ve come to love—thinking wrong. For John, that means taking a student’s love for pie (something he thought a bit silly) and creating Free Pie events as a platform to gather over food and dialogue about design. These led to development of Pie Lab (pielab.org), a combination pop-up café, design studio and gathering place with the vision of Pie + Ideas = Conversation. Conversation + Design = Social
Change. Pie Lab also serves as a classroom, teaching local youth about small business development and culinary arts. John talks about design as a force of change—you see it in the vision statement above. Design with a big D, as he puts it (another favorite Bielenbergism). That is essentially our theme for this issue. You’ll see the big D on our cover, literally, but the concept also appears in a great story inspired by a recent visit SparkTruck made to SDC while on their nation-wide road trip. The project, started by students at Stanford University, endeavors to encourage and teach kids to make things. See page 7 for more about this fantastic project and other innovative programs working to leverage change via creativity. This issue also marks the official opening of the 14th Annual Northwest Design Awards Competition. See page 8 for more information and be sure to visit seattledesigncenter.com to learn more about entering your projects online. The competition and the gala are both favorites for me, as we get to gather in celebration of great design—design that changes lives by making better, healthier, more inspirational and/or relaxing spaces in which we live and work. I know that entering projects takes up your valuable time, but competition wins can provide additional boost to your marketing—learn how in our Growing Your Business section on page 15. Whether you enter the competition or not—and I certainly hope you do—plan to join us at the gala on March 7, 2013 for a dual celebration of great design and Seattle Design Center’s 40th anniversary! Wherever pursuit of the big D may take you, enjoy the journey. Let us know what’s inspiring you these days by dropping a quick line to SDCInfo@hines.com.
Craig Cross
bydesign Creative/Editorial Director Craig Cross 5701 Sixth Avenue South
craig.cross@hines.com
Suite 378 Seattle, WA 98108 seattledesigncenter.com
To subscribe: SDCInfo@hines.com
I t ’s a l l o n l i n e — v i s i t | s e at t l e d e s i g n c e n t e r. co m | t w i t t e r. co m/s e at t l e _ d e s i g n | f ac e b o o k . co m/s e at t l e . d e s i g n
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sdc scene A Dog House Construction and Garden Landscape Competition
Photos: Dane Gregory Meyer
Please join Luxe Interiors + Design and Seattle Design Center in celebrating the creation of 10 unique dog houses and gardens constructed by Seattle’s best architects, builders, interior designers and landscape professionals. Seattle’s top real estate brokers will then auction off the houses for charity. And don’t forget to register your dog in the Parade of Dogs Costume Show!
Presented by: Keller suPPly ComPany and Kohler Co. Date: Thursday, May 24, 2012 Where: Seattle Design Center, 5701 Sixth Avenue South, Seattle, WA 98108 time: 6:00-9:00 p.m. Charities: The Seattle Children’s PlayGarden & Seattle Humane Society Cost: $40 per person, includes dog registration for the Parade of Dogs Costume Show, limited capacity to the first 50 dogs registered Costume Awards for “Most Imaginative,” “Most Outrageous,” “Best Owner/Dog Costume,” “People’s Choice: Favorite Overall Costume”
Dress: Informal
MASTer of CereMonIeS: Ken CArSon, GAMe DAy enTerTAInMenT HoST SeATTle SeAHAWKS/SounDerS fC
JuDges
BrISTol DeSIGn & ConSTruCTIon
real estate Brokers
STuDIo C, Cathy Conner
CHef JoHn HoWIe, John Howie Restaurants
CHArTer ConSTruCTIon, InC. KreKoWJennInGS
CArrIe DeBuyS, Realogics Sotheby’s International Realty
THe SlIDInG Door Co., Susan Dymowski
DAn DIerDorff, Chief Lending Officer, Seattle Bank
loGAn’S HAMMer BuIlDInG & renovATIon
ConnIe BluMenTHAl, Realogics Sotheby’s International Realty
yelloW MounTAIn StoneWorks, Nicole Gelpi
JeSSe BrATTer, Features Editor, Luxe PNW
oDySSey BuIlDerS, InC.
WIllIAM & WAyne, Will Kilbourne
Joelle C. neSen, Owner, Maison, Inc., Interior Designer
DennIS PAIGe, Realogics Sotheby’s International Realty, Bainbridge Island
roBerTS WyGAl
PeAK BuIlDerS, InC.
lIz BullArD, Executive Director, The Seattle Children’s PlayGarden
ToTH ConSTruCTIon, InC.
nATHAn GooD AIA, IIDA, Nathan Good Architects PC
Designers
ron uPSHAW, Co-Host of 97.3 KIRO FM’s “The Ron and Don Show” SeATTle HuMAne SoCIeTy, BoArD MeMBer, leSlIe PHInney, CEO/Creative Director Phinney Bischoff Design House
MelISSA CAMP, Realogics Sotheby’s International Realty
GrACIelA ruTKoWSKI InTerIorS GreGory CArMICHAel InTerIor DeSIGn HenSel DeSIGn STuDIoS
WenDy WelCH, Wendy Welch, Owner, Wendy Welch Garden Design
HyDe evAnS DeSIGn
Holly MCKInley InTerIor DeSIGn
arChiteCts AKJ ArCHITeCTS AoMe ArCHITeCTS BAlAnCe ASSoCIATeS ArCHITeCTS CASTAneS ArCHITeCTS PS
Luxe Interiors + Design and Seattle Design Center celebrated the creation of 10 unique dog houses and gardens constructed by Seattle’s best architects, builders, interior designers and landscape professionals at Barkitecture, May 24. Seattle’s top real estate brokers auctioned off the houses for charity, and the event raised more than $20,000 split between Seattle Children’s PlayGarden and Seattle Humane Society. TITLE SPONSORS
BAKer KnAPP & TuBBS, Cecilia Carson
PenTAl GrAnITe & MArBle, “Judges Choice: Best Work of Art”
CAlIfornIA CloSeTS, Alice Kres
WooD-MoDe, “Judges Choice: Best Traditional Design”
DeCorATIve MeTAl ArTS, Michael Rydinski
sponsors ArIA STyle, Event Tent
SIx WAllS InTerIor DeSIGn
DurAlee fABrICS, lTD., Debbie Pryor
CHoWn HArDWAre, co-sponsor T-Shirts
lanDsCape professionals
Keller SuPPly, Theresa Ochiltree
CuTTInG eDGe DeSIGn, Music
KrAveT/lee JofA/BrunSCHWIG, Scott Smith
BerGer PArTnerSHIP lAnDSCAPe ArCHITeCTS BrooKS KolB llC lAnDSCAPe ArCHITeCTure
DeMeTrIou ArCHITeCTS
CAMBIuM InC.
GrAHAM BABA ArCHITeCTS
CeM DeSIGn, InC.
rIPPle DeSIGn STuDIo
DArWIn WeBB lAnDSCAPe ArCHITeCTS
Tyler enGle ArCHITeCTS PS
loeWen WInDoWS By WInDoWS, DoorS & More, “Judges Choice: Best In Show: Best Dog House”
CHoWn HArDWAre, Jeff Rose
MuSADeSIGn
DeforeST ArCHITeCTS
STuArT SIlK ArCHITeCTS
proJeCt managers
CASCADe JoInery, John Miller
nB DeSIGn GrouP
Mike Monda, Alice Kres, Debby Steiner, Ken Philp, Scott White and Tyler Engle celebrate Team Tyler Engle’s win for best overall dog house design.
Keller SuPPly CoMPAny AnD KoHler Co., “Judges Choice: Best Modern Design”
SCoTT WASner, Realogics Sotheby’s International Realty
DAnA HAMel, InC.
presenting sponsors Dunn luMBer, “People’s Choice: Best Overall Dog House & Garden”
MoIrA Holley, Realogics Sotheby’s International Realty
CArl WIllIAMS InTerIorS
STACy JoneS, VP Owner, Realogics Sotheby’s International Realty
WInDoWS, DoorS & More, Ken Hall
MelAnIe MCCArTHy, Realogics Sotheby’s International Realty
MeTAl SoluTIonS llC., Steve Northey
DurAlee fABrICS lTD., co-sponsor Dog Kerchiefs lA fABrIque llC., Kerchief Fabricators
MICHAel folKS SHoWrooM, Michael Folks
MeTAl SoluTIonS, llC., Awards
PenTAl GrAnITe & MArBle, Jennifer Hayden
SCHuMACHer, co-sponsor Dog Kerchiefs
roBerT Allen / BeACon HIll, Joe Kattenhorn
KenneTH PHIlP lAnDSCAPe ArCHITeCTS
DAne GreGory Meyer PHoToGrAPHy, Photography
SAvvy CABIneTry, Chuck Robison
SeATTle DeSIGn CenTer, Venue SHeArer PAInTInG, Videographer
nuSSBAuM GrouP
SCHuMACHer, Jan Carter
r. DAvID ADAMS ASSoCIATeS InC. lAnDSCAPe DeSIGn/ConSTruCTIon
SIx WAllS InTerIor DeSIGn, co-sponsor T-Shirts
BellAn ConSTruCTIon, InC.
SeATTle STAIr & DeSIGn, David Shuler
THeA’S InTerIorS, Silent Auction
BenDer CuSToM ConSTruCTIon
SCoT eCKley InC.
STACy loGAn CArPeTS, Stacy Logan Rudolph
BuilDers
SunDAnCe lAnDSCAPInG, InC.
http://www.luxesource.com/barkitecture to register
SEATTLE CHILDREN’S
A Garden for Everyone
Team Ripple—Jim Dearth, Cecilia Carson, Chris Brooks, Gregory Carmichael, MAISON INC Brooks Kolb, Scott Smith, Victoria Bogachus and Sam Cunningham—pose after their win for best work of art. I NT E R I O R D E S I G N
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,
cover story
Marketing Insight by Craig Cross
Once More, With Feeling
I’m going to be bold and say out loud that any assurances you may
• Show yourself. I’ve talked before about the power of story and will
seek about marketing are never going to come. There it is—we’ve
be presenting the topic at September’s Third Thursday, but I’ll say
acknowledged the elephant in the room (and as an aside, he’s a very well
it again for emphasis. People are looking for connections, so review
branded elephant, but an elephant none-the-less)—the entire process of
your print and online materials and see where you can better infuse
marketing is one big experiment. Yes, there are certain truisms about
you into your own story. I’m a private guy, but I believe there is power
integrated campaigns or working to consistently reflect the brand
in lowering the fortress walls. Share your passion and connection is
attributes you want reflected, and such, but there are no guarantees. The
inevitable.
one truth of marketing is that you have to try, adapt and try again. And you will find some things that work, but it’s likely those things will one day no longer work. So you adapt and try again.
• Take a look—or listen—to the voice with which you write. Are you commanding, analytical, wry or enthusiastic? Voice as an aspect of writing carries a great many literary aspirations, but try thinking of
For me, that’s actually the fun of marketing. No rigid formulas, a certain
your business as a person. How would he/she talk? What impressions
amount of hocus pocus, and a constant need to reassess and approach
would he/she make? Write accordingly.
from different angles. It’s all about making and sustaining connections with your customers, and since their lives and needs change, so must your
Freshen Up Your Pitch
approach. You can’t reasonably anticipate every possible dip in the road,
You pitch with your elevator speech, paid advertising and web content,
but you can revisit your strategy, tactics or both and try a new angle. Let’s
just to name a few. The essential premise of a pitch is to reach your
talk about this big experiment we’re waging and look at different ways to
intended audience with a message that compels them to take the action
review and adapt the story you’re telling.
you want them to take (hire you). And each of these has challenges: 20
Play With Words
seconds for an elevator speech isn’t much time, no matter how skilled you are as an orator; ad messages convey your brand, keep you on the map,
We’ve been taught to write a particular way, good or bad, and despite my
and all that good stuff, but it’s not easy to tell how effective advertising is;
own journalism training, I’m going to suppress my inner grammar geek
and enormity of the interwebs makes your pitch one among an enormous
and tell you to break the rules. Have fun with what you’re writing because
many. And yes, these can all work—statistics about click through rates
the finished work will certainly be more compelling. Write like you speak.
for online advertising give some idea of your reach, so that’s certainly an
Again, this will likely conflict with what you’ve been taught, but it can
improvement. Still, even given data, the line between a marketing initiative
certainly be a starting point for helping you find your authentic voice—
and a generated sale is foggy and circuitous at best. If you’re going to drop
which is hands down the big goal here. Heck, dare to begin a sentence with
bread crumbs along the trail, make them as noticeable (read: yummy) as
and! But you have to promise to check your spelling.
possible.
• Try new titles for sections on your website, new subject lines for
• Try new calls to action (special offers), because some will compel,
emails, or even new job titles. It’s hard not to smile when you see
some won’t. And try options that aren’t a direct sale—encourage
someone with the title of creative superhero, digital dynamo or chief
readers to visit your website to download a free copy of your top
instigator.
seven recommendations for designing small spaces. You/your brand become recognized as a provider of valuable information, and that’s good for your brand. Our power word here: trust. (continued)
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cover story continued • A single ad concept can be radically changed and the message clarified or obfuscated with a changeup of ad components, so consider testing new headlines, photos or graphics. Ask your
for your brand—who doesn’t want to be a maker of amusement and whimsy?
colleagues or customers for input. Involving them in the telling
Build Experience
of your story because you value their feedback can go for miles
Word of mouth is a potent force, and a customer’s experience with
on the client relationship road.
your business can really shape what that force does, or doesn’t do, for you. For me, that’s often the bigger component—if I have a bad
• Your pitch, wherever made, is a declaration of your expertise.
experience, it won’t matter if a business is the best or only solution
Take that a step further, don the creative genius cape, and
I know for my problem. I will find another option, end of story. I am
prepare for media interviews. Write out your top five areas of
not alone in that belief—now, more than ever, experience is the great
expertise with corresponding thoughts and opinions and let the
differentiator. That said, think of experience as the delivery point for
media know you are available as a resource.
all your brand promises. Make it exceptional.
Bring People Together
• Great example: Years ago, a co-worker told me about his time
Though maybe not a part of your current plan, I encourage you
working at Disneyland® as an electrician. They had charts
to incorporate events in your strategy. These always appeal to
indicating anticipated expiration dates for every light bulb in the
me because they call upon my curatorial instincts. Bringing people
park—the goal being to ensure that a guest never sees a dark bulb
together over food, ideas or celebration creates opportunity for
during a visit. That’s crazy ambitious, but you have to love the
dialogue. Share your stories. Listen to theirs. Connect.
attention to detail and the crystal clear objective to create good experience.
• Mix current, former and prospective clients in your guest lists. Current and former clients can be tremendous ambassadors
• Take a look at your process, from first call to final sign off, and find
when talking about their experience with you. In sharing these
your equivalent of no dark bulbs. Consider identifying and vetting
stories, everyone may walk away with an idea for a new project
a group of top-shelf services to help clients manage all aspects
or new direction for an existing project (read: opportunity). The
of their lifestyle—florist, caterer, entertainers for parties, or car
effort also positions you as a builder of ideas and connections.
detailing service. Share articles your clients may find interesting. Find and purchase a favorite book or collectible you know
• Consider programs that have nothing to do with your area
they’ve been coveting.
of expertise or the services you offer—host an event with a local sommelier to introduce clients to regional wines; book a
There are certainly more components to a marketing plan that
naturalist-guided tour of any number of places in the region;
benefit from regular makeovers—this is just a quick highlight to
or invite your favorite clients to bring a friend for a day spent
inspire the making over. The notion of changing it up, keeping it
working at a Habitat for Humanity worksite. Relationships
light, and experimenting applies to all. Every now and then I look
deepen and extend way beyond the limits of salesperson and
through my portfolio of the marketing materials and campaigns
customer with shared experiences like these, and you are
I have produced for a broad range of clients in my career. And
again recognized as a resource for great discovery and learning
to be honest, some approaches (graphics or language) are a little
(a tremendous brand attribute). Hint: consider asking about
painful. And some still sing 15 years later. As you explore and change,
hobbies or interests in your intake process so you know the type
keep a record of the many iterations you test. The record can be
of programs or interactions that would be most valued.
an amusing retrospective, true, but you may recover an idea you didn’t use that makes sense today. Keep at it and you will find the
• However your groups may gather, unexpected discoveries at an event rich with clever pairings of food, found objects and luscious detail will be great conversation starters. Again, good
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mix that works for you. And then it will change. And you’ll adapt. Guaranteed.
sdc momentum Design the Change You Want to See in the World by Jeff Benner Design to Improve Life / designtoimprovelife.dk Design to Improve Life is a nonprofit organization that offers the Index Awards, five €100,000 design prizes offered to projects that solve social problems in the categories of body, home, work, play and community. A 2011 winner was a project to provide affordable eyeglasses to the children of Mexico, 11 percent of whom cannot learn simply because they cannot see well enough. Pie Lab / pielab.org A product of Project M, designer John Bielenberg’s incubator for social good design projects, Pie Lab was developed in 2009 by design graduates to create a pop-up space where the povertystricken community of Greensboro, Ala., could exchange ideas for positive social change over a slice of pie. The experiment proved unexpectedly evergreen, and is now a permanent With the U.S. education system defunding the arts while still struggling to improve math and science competency, SparkTruck, a mobile design and engineering classroom, is on a road trip to bring interdisciplinary, hands-on problem solving and invention to school children across the nation. Endeavored by Stanford students and funded through Kickstarter, the SparkTruck is loaded with 3-D printers, a laser cutter, a vinyl cutter, a clay oven and some sewing machines – all to set kids’ imaginations rolling. It’s a six week, 13,000-mile journey, and after stopping by the Pacific Science Center, the SparkTruck team recently took a pit stop at SDC. They’re on a mission to instill the spirit of creative problem solving in children, and change the conversation about U.S. education. If such thinking sparks your interest, here are a few options for getting involved. Full Belly Project / fullbellyproject.org Started in the 2003, Jock Brandis’ Full Belly Project designs
fixture in the community, with programs that educate young people on baking and small business development. 826 Seattle / 826seattle.org 826 Seattle’s non-profit K-12 tutoring center doubles as a space travel supply store stocked with holiday greeting cards from Europa (Jupiter’s ice moon), anti-gravity spaghetti containment devices (read: space forks) and other volunteerdesigned products sold to help fund the tutoring center. This use of whimsical design reflects the tutoring center’s mission to encourage the kind of creative and expository writing skills that lead to greater opportunities. As a society in historic economic strife, our civic responsibilities have expanded. Designers are uniquely able to construct solutions to these troubles at every scale. Find or even found the project that calls your name, and set your designs to work.
agricultural tools that can be constructed from materials readily available in the third world. Brandis’ first design was the universal nut sheller, a hand-crank tool that de-shells peanuts about sixty times faster than by hand. Agricultural tools like the universal nut sheller not only provide a cheap source of sustenance, but a means for economic development. Design that Matters / designthatmatters.org Originally the project of MIT graduate students, Design that Matters is a non-profit design company drawing from the skills of students and professionals to create low-cost products designed to make a social impact in the developing world. Their latest project is Firefly, a phototherapy device that treats mild to severely jaundiced newborns, a condition that accounts for between 6-10 percent of newborn mortality worldwide.
All photos by Haley Fortun
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CALL FOR ENTRIES Seattle Design Center hosts the 14th Annual Northwest Design Awards Competition to reward outstanding interior design. Our jury’s goal is to identify and
recognize projects that exemplify design across a range of styles and spaces in 14 competition categories, including student design. Winners are honored at the annual Northwest Design Awards Gala: March 7, 2013.
TO E N T E R All design trade professionals and firms working in the Pacific Northwest (Washington, Oregon, Idaho, Montana, Western Canada and Alaska) are eligible to enter. Trade organization affiliation is not required. All interior design projects completed between 2009-2012, published and unpublished, are eligible. Designers may not enter the same project in multiple categories. Students must be enrolled at a design school in the Pacific Northwest at time of entry.
E N T R I E S D U E 5 : 0 0 P. M . N O V E M B E R 3 0 , 2 0 1 2
C AT E G O R I E S Bathroom — Includes new or renovated bathrooms within a private residence. Best Individual Room: Contemporary — Includes interior design
Modest Budget, Big Impact — Includes interior design work from any category for which the entire design project budget was $50,000 or less. Most Innovative Design Component — Includes design of a single
work from any category for which the finished style of the room is a
component in any room type, such as stairs, lighting fixtures, water
contemporary aesthetic.
features, entry doors or unique finish work.
Best Individual Room: Traditional — Includes interior design work from any category for which the finished style of the room is a traditional
Outdoor Living Area — Includes exterior living space projects for which layout, furnishings and landscape design were orchestrated.
aesthetic. Small Design Firm Luminary — Includes interior design work from any Commercial — Includes staff workplaces, reception areas, meeting
category completed by design firms with less than 5 employees.
rooms, utility areas or other areas to the extent that the total workplace is represented.
Student — Includes classroom or independent projects for which the student had to address an assigned design challenge and render a
Exotic Retreats — Includes design for yachts, jets, unique spaces or
conceptual solution.
vacation retreats that do not serve as a primary residence. Whole House Less Than $400,000 — Includes new or renovated areas Hospitality — Includes hotel rooms, suites, lobbies and private function spaces created within hotels, motels or inns. Kitchen — Includes new or renovated kitchens within a private residence.
within a private residence for which less than $400,000 was spent toward interior architecture and design (including furnishings and finishes). Whole House More Than $400,000 — Includes new or renovated areas within a private residence for which more than $400,000 was spent toward interior architecture and design (including furnishings and finishes).
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SUBMISSIONS
REQUIREMENTS
Mailing Your Entry: All entries and entry fees must be received by 5:00 p.m. November 30 in the Seattle Design Center management office. Mail completed entries to: Northwest Design Awards, Seattle Design Center, 5701 Sixth Avenue South, Suite 378, Seattle, WA 98108. If mailing your payment, make checks payable to Hines REIT Seattle Design Center, LLC. Entries received without payment will be disqualified. Entry fees are nonrefundable. One check may be used to cover multiple entries.
All materials must be included for consideration. Incomplete submissions will be removed from judging and entry fee(s) reimbursed.
Entering Online: Visit seattledesigncenter.com to utilize our online entry process. The site will be closed at 5:00 p.m. November 30. The online entry process allows you to quickly upload your project photos, floorplans and project profiles to our secure server. Once your entry has been submitted, pay the entry fee via our pay center, print the entry form, capture necessary signatures (yours and client’s) and mail or scan/email the confirmation to SDCInfo@hines.com.
Entry Form
Images
Via mail: Include CD with the assigned number of images listed under each category. For images on CD, please label all image files for each category with your firm name and category name: Jones Design_kitchen_A, Jones Design_kitchen_B.
To ensure impartial judging, all entries are judged through an anonymous process by a select group of industry leaders. Judges will consider proportion, composition, use of space, lighting, materials and appropriateness for each entry. Student entries will be judged on the ability to communicate a design concept and the skill of the presentation.
PRIZES Winners of the competition will be notified by February 7, 2013. Winning entries will be announced publicly at the Northwest Design Awards Gala, Thursday, March 7. One crystal obelisk given per winning firm. Winners in professional categories will be recognized with a featured designer profile for one year on seattledesigncenter.com (profiles will be promoted via an online advertising campaign) and asked to provide design tips or other content for the design center’s website and/or social media platforms.
Project Profile
If mailing or delivering your entry, please write the Project Profile in Microsoft Word® file format and include the document file on a CD.
Client Permission
If submitting via mail, please include this form with your entry materials. If submitting online, fax or scan/email the completed form and we will attach it to your materials.
Floorplans
Winners in student category will receive 1st place: $1,200, 2nd place: $750. All winning projects will be posted to seattledesigncenter.com and represented in a press release issued to local and regional media. By acceptance of prizes, finalists consent to the use of their names and/or photographs for publicity purposes without further compensation. All entries will be shared with editors. Void where prohibited by law. All federal, state and local regulations apply.
Digital images should be a minimum of 1024x768 pixels (horizontal or vertical). To ensure fairness, your name or firm name should not be visible on any submitted documents, floorplans or images. Online: Upload the assigned number of images listed with each category. Images submitted online will automatically label in the correct format.
JURY
In the event of insufficient or inadequate entries, Seattle Design Center reserves the right to cancel the contest and refund entry fees or restructure the categories in such a way as to permit fair and proper judging of entries received. Seattle Design Center is not responsible for lost, misdirected or delayed mail.
One copy of a completed Northwest Design Awards entry form. To complete online entry or download a printable version of the form, visit seattledesigncenter.com.
Entry Fee
An 8.5 x 11 inch copy of the project floorplans with or without furnishings—you may use more than one page, but keep size to 8.5 x 11 inch paper. Where available, provide pre- and post-remodel floorplans. Oversized or folded plans will be discarded. $50 per entry. No entry fee for students. Checks should be made payable to Hines REIT Seattle Design Center, LLC. Receipts will not be issued. Please use a copy of your entry form as your receipt.
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recent arrivals
1 1 | M I CO R P There is no place quite like England’s Derbyshire countryside. This rug collection works harmoniously with all genres of stylish furnishings typifying the comfort, elegance and unique character of the Derbyshire region. Designed and produced in collaboration with Paul Burrell, this collection is all handmade, featuring a variety of transitional patterns in fashionable colorations of 100 percent hand-spun wool.
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2 | S U SA N M I L L S
3 | ANDONIAN
The richness of shagreen sandwiched and held by discs of cool metal give the Topanga sconces from Boyd Lighting unusual contrast and flexibility. Topanga I (left) is elegant and versatile, while Topanga II (right), with its graduated collars, brings the drama.
The Classic Alhambra design is inspired by the geometry and rhythmic patterns of Moorish architecture. The pale aqua Chinese silk design elements are set above the tan Tibetan wool background using a raised pile technique, creating an added dimension of luxury in this versatile piece.
re ce n t a r r i v a l s | s e at t l e d e s i g n c e n t e r. co m
6 6 | L AT I T U D E S Serene and soothing ocean hues can transform the mood of any interior. Pictured: Tazu Spring Rain, one of the new antique style Tibetan weaves from Tamarian.
7 | PINDLER & PINDLER The design for this addition to our Hearst Castle™ Collection was inspired by a fourth century BC Iberian clay vase acquired by William Randolph Hearst at auction in Spain. Our version has an interesting contrast of surface texture using a natural 100 percent linen background with a silk/viscose blend appliqué forming the figure. A top stitch edges the figure for added dimension and a finished look.
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4 | J E N N I F E R G A RV E Y The Allan Knight Lighting Collection creates its own world of elegance. Quality and luxury combine to create the ultimate in highend chandeliers, pendants, sconces and lamp lighting options. Allan Knight Acrylic sets the mark for excellence among acrylic objects currently available. Imported from Italy, the raw material is the purest, clearest acrylic in the world.
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5 | JENNIFER WEST Caste is often described as future primitive because of its blend of natural materials with progressive, unexpected shapes. In fact, the exquisite line of furniture, lighting and one-off objects founded in 2007 by Ty Best derives its inspiration much closer to home. “My work is really driven by the tension between what’s in my mind and what I see in my surroundings,” explains the designer, who has lived in Montana since 1995. “The landscape here inspires everything I do.”
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8 | W I L L I A M & WAY N E Ombré is a revolutionary paint product that captures the essence of nature. Created by Seattle artist and entrepreneur Collette Collins, Ombré reflects nature as an industrial art. You can create a gradation of tone and color that has never been possible before in an architectural coating. Ombré opens spaces and creates depth with our translucent base and Pantone pigment system, and comes in a variety of color variations. Ombré is an earth friendly, low VOC, waterbourne coating. It is extraordinarily durable and is designed to be professionally applied, whether commercial or residential, to both interior and exterior surfaces.
9 | DURALEE Suburban Home is pleased to introduce the Enchanted Collection, a collaborated two-book set of prints and wovens designed to evoke a feeling of fantasy and myth from mystical gardens and faraway lands.
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11 11 | J. GARNER HOME
1 0 | T R A M M E L L- G AG N É For more than 35 years, Hilliard has produced hand-crafted, luxury artisan lighting. Each piece is manufactured in a specialized bronze foundry and glass studio in Arcata, Calif., and is signed and numbered. This 48-inch pendant is a recent addition, shown in ivory and antique bronze. Additional glass and patina options are available.
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Port Eliot’s 30 years of expertise and long standing relationships with several of the world’s finest and most innovative cabinetmakers enables us to offer exclusive, investment-quality originals unequaled in the market. Port Eliot designs are appropriate and comfortable in almost every environment. Their collection offers true shop-made authenticity, European building techniques, world-class finishes and finest timbers, all at exceptional value. Each piece of Port Eliot is an individual work of art.
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13 1 2 | E B A N I S TA With sleek lines and an antiqued water-gilded and silver-leaf Borghese finish, Ebanista’s Francesca Cocktail Table embodies classic styling with a modern sensibility. As designer and founder Melinda Pakzad stated: “I wanted to create a piece that would make a glamorous yet subtle statement in any room—whether it was in a Manhattan penthouse or a Malibu retreat…something that would surprise those who have known the Ebanista collection since we began. And I think the Francesca does just that.”
1 3 | K E L LY FO R S LU N D Capturing a delicious sense of mystery, the Thebes Chandelier is designed by creative director George Massar to open a new world of possibilities in lighting. In an unprecedented technique, delicate pieces of iron are woven by hand, allowing an interplay of light and shadow, filling the room with a surprising element of modern romance. Available in standard and specialty metal finishes.
14 | DESIGNER FURNITURE GALLERIES The Jensen Chair by DwellStudio has a slightly exaggerated silhouette for incredible comfort and a sense of drama in any setting. Also pictured is the Sebastian Side Table—the whimsical pairing of curvaceous pedestal and sleek modern top makes it a charming and functional accent.
15 1 5 | K R AV ET/L E E J O FA /B R U N S C H W I G & F I L S The rugged cliffs, clear waters, lush olive groves and sandy beaches have inspired our latest collection of linen prints and woven fabrics: Mediterraneo. Echo has reinterpreted this natural beauty into timeless, yet modern fabrics in a sophisticated range of sun-bleached colors that will capture the casual elegance and warm spirit of a Mediterranean afternoon.
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new line
new lines DESIGNER FURNITURE GALLERIES
JENNIFER WEST SHOWROOM
• The Currey Collection
• Caste Designs • Hodsoll McKenzie
DIXON GROUP
TRAMMELL-GAGNÉ
• Robert Allen
• Bart Halpern Contemporary Classic Textiles
DURALEE • Additions to Highland Court’s new Mohair Collection • Wilkson Silk Sheer Collection from Highland Court • Additions to Metro Chenilles
• John Pomp Studios • New additions from Vladimir Kagan
• Font Hill Collection
showroom news
• Hewlett Linen Collection
• Latitudes announces 60 percent off selected Tamarian
• Sedona Velvets
• Tassels, Tapes and Trimmings
floor sample rugs, September 1-30.
• New additions to Clarke & Clarke Collection • Michael Collins has recently joined Ebanista in Seattle . He J. GARNER HOME
has been with Ebanista for eight years in their New York
• Jonathon Charles
showroom prior to moving to Seattle.
• Woodard Outdoor Furniture • Brunschwig & Fils announces an exclusive creative consultancy
• Aidan Gray • Port Elliot
with Michael S. Smith who will help guide the brand’s
• French Heritage
future direction and product development through an
• Wildwood Lamps and Accents
exclusive consulting agreement as creative director.
• Chelsea House
• Designer Furniture Galleries welcomes Forrest Rode to
• Frederick Cooper
the team.
JENNIFER GARVEY • Celestria from Suzanne Tucker Home
• Andonian Rugs invites you to visit their new showroom location in A120.
entrepreneur’s toolkit by Trisha McGinnis
Launched in March 2010, Pinterest’s large and diverse audience continues to expand—we assume you’ve played around with what is, let’s face it, a happy place for the more visually inclined. Popular pinboard categories include home, recipes, wedding, fashion, and do it yourself projects. In the already challenging world of social media, we thought we’d find a few resources to help make better sense of this new-ish platform. Christi Tullis recently teamed up with Henry Weinacker to co-write The Power of Pinterest—a valuable tool and resource to help you learn about effective strategies when marketing on Pinterest. Christi gained invaluable knowledge as an award-winning retailer and interior designer. After cultivating her gift boutique and interior design company, she stumbled into her real passion for marketing and consulting. Her firm, PuTTin’ OuT (Socially Acceptable), provides formal education to marketers and partnership in website management. Beth Hayden penned Pinfluence: The Complete Guide to Marketing Your Business with Pinterest. She teaches readers how to effectively raise awareness for their brand with Pinterest and connect with potential customers. Beth is a blogging expert and nationally-known social media guru. She instructs successful entrepreneurs to create effective online marketing systems, and has provided developmental services for New York Times bestselling authors and political commentators.
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GROWING YOUR BUSINESS Award Wins Can Help Build Brand and Sales by Nancy Juetten Companies seeking credibility, a leading edge over competition, favorable publicity and a way to accelerate sales are gaining value from award contests that reinforce their core values, strategic initiatives and marketing claims. Just as travelers rely upon the star rating system to choose a hotel or a Zagat survey to choose a restaurant, buyers of any variety of products and services want to spend their money with winners—and they do. In fact, a research study by Hendricks & Singhal of the University of Western Ontario and Georgia Institute of Technology revealed more than 600 quality corporate award winners had 37 percent more sales growth and 44 percent higher stock price return than their peers. Here are a few more benefits to justify your investment of time and effort in award competitions:
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Get to “yes” faster. Winning prestigious award contests can help unknown, unproven or emerging companies better compete for and win new business. Award wins make choosing a company less risky for buyers and potential employees. Dave Caple, president of Northwest Suites & Housing Services, winner of a variety of Better Business Bureau, Eastside Business and housing industry honors including Company of the Year, said, “The biggest bang for the buck on the awards is the fact that they validate and help promote the strength and quality of our company in the regions and industries in which we do business.”
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Support marketing claims. Winning gives advertising copywriters more to talk about so cash registers can ring. When JD Powers & Associates grants awards for customer satisfaction, consumers listen. T-Mobile has a pattern of winning these prestigious awards. Is it any wonder that their billboard offers three words that say it all: “Bling, bling, (and) bling.”? Keith Jackson, president and CEO of Charter Bank, winner of the 2004 Eastside Business Award for Small Business of the Year, said, “Receiving an award definitely lends credibility to our message. Whether we’re recruiting employees, clients or investors, being recognized for excellence by a third party supports our claims. It can also foster a sense of pride and accomplishment among our team members.”
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Pack a powerful punch through publicity. Favorable local, trade or national publicity and word-of-mouth referrals often result from contest wins, filling the lead generation pipeline. Chelsea Shipp, marketing manager for the Better Business Bureau of Western Washington, says that wins don’t affect the bottom line in a quantifiable way, yet several BBB award winners have said that employee pride in the company goes up after an award, and this can influence staff productivity and the quality of the service customers enjoy.
4.
Tip new business to your favor. Just like Avis—the rental car company with a reputation for trying harder to beat Hertz out of the number one position—award winners may be perceived as working with greater diligence to demonstrate their value.
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P R ES O RT E D S TA N D A R D US
P O S TA G E
P
A
I
D
S E AT T L E ,
WA
PERMIT NO. 711
5701 Sixth Avenue South, Suite 378 Seattle, WA 98108 seattledesigncenter.com H IN E S
SEPTEMBER 20 CRAIG CROSS The Power of Story 10:30 – 11:45 a.m. Conference Center The story of your business—the story of what you do and how you do it—appears in your website, the emails you compose, your printed materials, and even in the 20-second conversation you have in a shared elevator. It is not an easy story to craft, and in truth, there are many stories to your business depending on where in the customer lifecycle your audience falls—someone just beginning to consider a purchase, someone who trusts you as an expert, someone ready to make a buying decision, or someone who has already purchased from you and may consider it again. Saying the same thing to all of those someones will only resonate for a few. Join us to take a look at developing your communication strategy for each of these groups. Conversation will include recommendations for integrated communication, style choices and developing your voice.
FRIDAY NOVEMBER 2 Begin your career with Seattle Design Center K E Y N OT E S
Robert and Cortney Novogratz Stars of HGTV’s Home By Novogratz
Project produced using ColorGraphics “Green” Process. Burgo Endeavour Velvet Book is made with 30% post-consumer waste. Paper is FSC® certified. Vegetable-based inks are formulated to contain minimal VOCs. Please reuse or recycle after reading.
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I t ’s a l l o n l i n e — v i s i t | s e at t l e d e s i g n c e n t e r. co m | t w i t t e r. co m/s e at t l e _ d e s i g n | f ac e b o o k . co m/s e at t l e . d e s i g n