WF-VISION.COM
5/6 11 A VIEW OF WINDOW FASHION. DETAILS, MATERIALS & INSPIRED DESIGN.
VISION11:IWCE SHOW REVIEW
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5/6.11 VOLUME 32 / NO. 3 A new Creativity category was introduced to the 2011 Envision Design Competition and the first winner was talented Japanese designer Yasue Ishikawa. For details on this installation and more of her work, go to page 58.
THIS ISSUE / VISION11:IWCE LAS VEGAS SHOW REVIEW THIS ISSUE
SPECIAL IN THIS ISSUE
EVERY ISSUE
16 W hy I Love Windows: The Value of Partnership Debra Ruffell of Ruffell and Brown discusses how working with others makes for a better business.
20 V ISION11: IWCE Show Review The Las Vegas location, the co-location with KBIS and a West Coast audience hungry for product information made for a fantastic show.
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Viewpoint: What We’re Loving Now Comments from contributors
8
Viewpoint: Our View President/CEO Grace McNamara
40
4
Effective E-mail Target Marketing Easy steps to develop your own client e-mail lists. By Tamara Coalwell
26 T he Construction Zone at VISION11: IWCE Hands-on training draws attendees to the show floor.
42 (Pre-) Summer Camp A review of Design Camp 2011 and look ahead to 2012. By Susan Kostelecky
28 Special Events at VISION11: IWCE Keynote speakers, book-signings, award ceremonies and more.
44 E nvision Design Competition 2011 A first look at some of the winning entries, including the Award of Excellence, the Creativity award and firstplace designs in all other categories.
28 WCMA Awards at VISION11: IWCE Product innovation is recognized and rewarded.
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32 2011 New Product Directory Some of new introductions made at VISION11: IWCE.
9 Viewpoint: InfoBar Some results and comments from our “Regional Trends” reader survey. 10 Viewpoint: WFCP WFCP throws a party! Photos from Wine & Design Las Vegas. 16
Viewpoint: I’m Officially Obsessed With Timothy Corrigan on antiques.
62 Product Showcase 64 What’s Next On the cover:
One of the design submitted by Barbara Elliot with Jennifer Ward-Woods that resulted in the 2011 Award of Excellence.
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WF-VISION.COM WHAT WE’RE LOVING NOW … Joanna (Warming Up) Because I live in a cold climate,
I’m
especially
thankful when the weather finally warms up. In order to take full advantage of the inspiration I receive from the outdoors, I moved my workroom into the two-car garage attached to the house and installed a 16' wide screen on the door which zippers open and closed. It motivates me to see the beautiful roses in full bloom, hear the birds singing, feel the warmth of the sun and yet be protected from pesky bugs.
Barbara (Mod-Trad) The Modern Traditional look has become more prevalent. and I love the mix—clean lines with smooth curves, the pairing of cool hues such as gray with vibrant tangerine, and of course, a little bling. Swarovski crystals are showing up on drapery hardware, wall coverings, area rugs and tufted furniture.
Karen (Colorfull) In my spring garden this year, I am enjoying the flowers that have just exploded with color. The bright hues of pink, orange, yellow, lavender and purple made me forget all
WINDOW FASHION VISION MAGAZINE President & CEO • Grace McNamara • grace@wf-vision.com Vice President/Circulation Director • Peggy Yung • peggy@wf-vision.com Editorial Director • Susan Schultz • susan@wf-vision.com Managing Editor • Tracy Powell • tracy@wf-vision.com Graphic Design • Beth Hansen • bethh@aldeb.com WFCP Director & Trend Specialist • Deb Barrett • deb@wf-vision.com Office Manager • Anne Will • anne@wf-vision.com Credit Manager • Amy Hall • amy@wf-vision.com Special thanks to Nichole Day Diggins for her assistance with this issue. SALES Senior Account Executive • Shannon Leclair • shannonl@wf-vision.com Publisher’s Representative • Kerri Caldwell • kcaldwell@kasnicmedia.com Classified Advertising • Paulina McNamara • paulina@wf-vision.com IN THIS ISSUE Contributing Writers • Deb Barrett, Tamara Coalwell, Timothy Corrigan, Susan Kostelecky 2011 Envision Design Competition Winners: Mary Susan Bicicchi, Joanna Braxton, Tiffany Cassidy, Ruth Delf, Barbara Elliot, Karen Essary, Deborah Getta, Kathy Hoffman, Yasue Ishikawa, Tomomi Sasaki, Barbara Taback and Jennifer Ward-Woods Special thanks to: Debra Ruffell and all the WFCP members who assisted in Las Vegas. 2011 EDITORIAL ADVISORY BOARD Donna Elle, Donna Elle Seaside Living John Fitzgerald, Comfortex Neil Gordon, Decorating with Fabric Susette Kubiak, Drapery Connection Rory McNeil, TechStyles Window Covering Products Inc. Tom Perkowitz, B&W Window Fashions Inc. Jane Shea, Blinds Unlimited CIRCULATION NCS Fulfillment Services • 877/344-7406 • WindowFashionVision@magcs.com
the dreariness of this past winter. While I enjoy this view, in contrast, I am also drawn to the serene design of several rooms we have recently completed that have an abundance of cream and neutral fabrics, set against dramatically dark walls. Just like the flowers outside, the interiors seem to speak "come, relax and enjoy your surroundings.
Debra (Young Love) We have recently hired two new young women
Design Professionals Empowered by Education We’re on Facebook twice! facebook.com/wfvisionmagazine and facebook.com/vision.iwce
Keep up with all the VISION11: IWCE Las Vegas tweets at twitter.com/VISION’11IWCE
to work with us. I love the new energy and outlooks
they
bring
and their eagerness and excitement to be part of our industry. It feels good to be able to share all of the years of knowledge and experience we have carefully acquired. Their readiness to adopt new technologies and build their own relationships with new customers is exciting.
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Window Fashion Vision magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the informationgathering process. Crediting disputes between parties other than Vision magazine are solved at the discretion of those involved.
Window Fashion Vision® (ISSN 0999-7777; USPS 708930) is published six times a year, by AIM Communications LLC, 4756 Banning Ave., Suite # 206, White Bear Lake, MN 55110; NEW NUMBERS: Tel 651/330-0574; Fax 651/756-8141. Visit our website at www.wf-vision. com. Periodicals class postage paid at St. Paul, MN and additional offices. Postmaster: send address changes and subscription correspondence with mailing label to Window Fashion Vision, 4756 Banning Ave., Suite # 206, White Bear Lake, MN 55110. Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/ yr. Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright ©2010 by AIM Communicaations LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514. Canadian Return Address: Station A, PO Box 54, Windsor, ONT N9A 6J5
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VIEWPOINT
A Celebration of Strength Viva Las Vegas!
ongratulations to those of you that took the time and energy to attend VISION11:IWCE™ in Las Vegas! I know that if you came, you walked away with new ideas, business relationships, knowledge and inspiration. We saw many dealers from the West Coast that we haven’t seen in a long time and many new faces looking for ways to increase their business. There was a lot of energy and optimism flowing through the halls of the Las Vegas Convention Center, as well as a strength to continue to grow regardless of the state of the economy. The attendees and exhibitors at VISION11:IWCE were there to make a difference in their businesses and they accomplished just that. The co-location with the Kitchen & Bath Industry Show (KBIS) was a plus for the professionals that were looking for new sources of inspiration and to see what’s new in another interior design segment. I’m delighted to report that we will be co-locating again with KBIS next year, April in Chicago! Chi-
cago provides easy access from most parts of the country so I’m counting on seeing many more of you there. What I love about the industry’s annual show is the opportunity to visit with old friends—some of us have known each other for more than 25 years! It’s also great to meet new friends and forge new business relationships. My absolute favorite experience is the celebration and recognition of the best designs and fabrication in the industry: the Envision Design and Ingenuity Workroom competition awards! This year’s entries and winners were absolutely magnificent! You’ll see them in the next two issues of VISION and on our website: www.wf-vision.com. The creativity and passion that these professionals share is so inspiring. I could go on forever about how great the show was and how delighted I was to see so many professionals come together to learn, share and network. The professionals who participated are definitely the ones that will continue to make improvements to their business and watch it grow.
Yes, that’s me on a Harley, with Jay Helser at the Helser Brothers stand at VISION11: IWCE™. For more photos from the show see our coverage on pages 10-13 and 20-31, plus the Envision Design Competition coverage starting on page 44. 8
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Some thoughts and ideas for you this summer: 1. If you are not a Window Fashions Certified Professional (WFCP), we have an exciting new Fast Track Program that you can complete online in the comfort of your home or at the beach or the lake. Visit wf-vision.com and click on Education. 2. Be sure to sign up for our Business Newsletter on our website to stay informed about the latest news and opportunities every two weeks! 3. Tell us about your projects, what you want to see in the magazine, and let us know if you want to contribute news, design ideas or events in your area. Just shoot us an email: grace@wf-vision.com or susan@spacedowntown.com 4. Visit our website regularly to keep up to date on what is happening around the country. Enjoy! V
Grace McNamara President and CEO
InfoBar
Reader “Product Trends” Survey
In our most recent survey we asked who was selling what and where. Here’s some more information that we weren’t able to fit in the March/April issue of Vision. Plus some of your signature treatments, coast to coast. What are your top selling fabric shade styles?*
V
ONLINE PARTNERS
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* Respondents ranked all choices from top-selling to second-ranked, etc.
48.6% Flat Romans
20.2% Hobbled/Waterfall Romans
29.7% Relaxed Romans
1.5% Austrian Shades
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We asked for your signature treatments
And here’s a glimpse at some of the responses … Linen panels with swagged valances. —Carol M. Cyr, Conn. Sheers under stationary panels. —Rissi Cherie, Fla. Roman shades with side panels on decorative rods. No more swags and fluff. —Judith Clark, Calif. Stationary panels on decorative rods over a blind or shade. —Kim Lyon, Ohio Euro-pleated operative panels on custom decorative hardware, usually wrought iron. —Maripat Powers, Texas Tailored valances over a hard treatment. —Jennaver Brown, Ill.
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VIEWPOINT
WFCP Throws a Party
Wine & Design As a kick-off to VISION11: IWCE™ in Las Vegas, WFCP hosted Wine & Design, a social networking evening sponsored by Helser Brothers, Greenhouse Fabrics and Almedahls. In a penthouse suite high above the city, guests sampled eight different wines, nibbled on snacks, caught up with old friends, met new friends and watched the sun set and the Strip light up. Everyone agreed it was a great way to start a week in Vegas.
ABOVE: The evening’s hosts including Marianne Eklop of Almedahls, Jay Helser of Helser Brothers, Grace McNamara of Vision magazine, Kyle Gifford of Greenhouse Fabrics and Tom Morrisey of Almedahls. OPPOSITE PAGE, TOP: Tami LeNair of L'Interieur Le Nair, Ephrata, Pa., with Valerie Kile, The Thread Said, Wesley Chapel, Fla., in the penthouse solarium at sunset. OPPOSITE PAGE, CENTER: Tami Coalwell, a VISION11: IWCE™ speaker gives an enthusiatic thumbs up for the red wine tasting, a companion behind her isn’t quite ready to offer his opinion! OPPOSITE PAGE, BOTTOM: The casual event allowed plenty of opportunity to meet and mingle, and within minutes of opening the party was in full swing.
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WF-VISION.COM | MAY/JUNE 11 | 11
THIS PAGE, TOP: The Helser Brothers team, in their party finery, introduced a new collection at the event, a hardware collaboration with Jackie von Tobel. From left to right: LeeAnn Fernald, Juliette Bennett, Heather Quinn, Jay Helser and Anita Boetsma of Helser Brothers, with Jackie Von Tobel. ABOVE, BOTTOM: An unexpected guest dropped by the party near the end of the evening, keynote speaker Kathryn Ireland, shown second from left, with VISION11: IWCE™ staff Anne Will, left, Grace McNamara, second from right, and Amy Hall, right.
OPPOSITE PAGE, TOP: Jennifer Fagalde, Fagalde Interior Design, Folsom, Calif., chatted with WFCP advisory board member Michelle Eaton, of Eaton Interiors, Rancho Cordera, Calif. OPPOSITE PAGE, CENTER: Anita Boetsma of Helser Brothers met up with Susan Kostelecky, SK Designs, Houston, Texas; Gillian Wendel, of The Wendel Works, Houston, Texas, and Laurie Buell, Designer Resources, Glendale, Ariz. OPPOSITE PAGE, BOTTOM: Debbie Roberts, Elegant Facbrications, Keller, Texas sat down with Lesa Berryhill, Berryhill Custom Drapery, Round Rock, Texas, to catch up and compare notes.
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WF-VISION.COM | MAY/JUNE 11 | 13
VIEWPOINT
Timothy Corrigan on Antiques
I’m Officially Obsessed With Okay, I admit it, I am an Antique-aholic! I think that the two greatest misconceptions about antiques are that they are crazy expensive and that they are just for your grandmother’s house. Wrong! Antiques have so many virtues…let me tell you about a few of them.¶ Sure, you can blow a whole year’s salary on a single antique table, but you can also find terrific antiques that fit just about every budget. You can buy an early 20th-century reproduction of a 17th-century piece for less than what you would pay for a new table from Pottery Barn. And unlike new furniture that loses most of its value the second it leaves the store, antiques tend to retain their value so you can actually think of them as an investment. ¶ Antiques can be used in just about any design scheme. For example, mixing an antique piece with contemporary art can be a terrific way to create a contrast that allows you to look at both pieces in a whole new way. Antiques are all one of a kind and add character to any space that you use them. Antiques also have the added benefit of being the ultimate green product—think about it, no new trees or natural resources are used to create them. ¶ Whenever I travel anywhere in the world I look for antiques to buy. It got to the point that I had bought so many antiques that I had no place to put them all. That’s when I started my own website to sell antiques (www. Timothy-Corrigan.com/antiques). This way I can justify my obsession without feeling quite so guilty. The alternative would be to seek out a chapter of Antiques Anonymous! V
Sure you can spend a fortune on a museum-quality antique, but antiques can often cost less than a brand new piece. Here are some examples. On the left is a museum-quality Louis XV commode, circa 1760, worth approximately $25,000. In the center is an antique Louis XV-style circa 1890, valued at approximately $5,000. On the right is a contemporary Louis XV reproduction, priced at nearly the same at the musuem piece, approximately $19,000. There are hundreds of similar examples to be found, once you start comparing high-quality antiques vs. contemporary reproduction furnishings.
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TOP: In this otherwise clean, contemporary space, an antique desk provides a wonderful, grounding contrast. ABOVE, LEFT: This photo shows a mix of styles and cultures with a 20th century stone table together with a 19th century French painting, an 18th century Indian sculpture turned into a lamp and an African tribal sculpture—all of the pieces work together to create a story about the owner of the home. ABOVE, RIGHT: Here’s an example of an antique sideboard mixed with a painting by Sam Francis, a 20th-century master. Pairing the two together makes you look at them both in a new way.
CLOSER LOOK Timothy Corrigan Timothy-Corrigan.com
WF-VISION.COM | MAY/JUNE 11 | 15
VIEWPOINT
The Value of Partnerships
Why I Love aving started as friendly rivals, Debra Ruffell and Nigel Brown are currently celebrating 25 years as business partners in their self-named firm, Ruffell & Brown Interiors, based in Victoria, British Columbia. “When I graduated with an interior design degree, my first job was with a company that sold a full range of interior products, everything from paint to floor coverings, tile and window treatments,” Ruffell said. “It was a great training ground as the group who worked there taught me about all aspects of the industry, both the process of design and the business of design.” After five years, Ruffell moved to a company that did mostly commercial work, and her time was spent bidding jobs from drawings. This is where she first encountered Nigel Brown, who was doing the same type of work for a different company in the area. The two became used to hearing the other’s name in negotiations and when projects were determined. Partnering Up “In the mid-1980s, Nigel and I both changed companies and worked together for the first time,” Ruffell said. “But within about a year, we decided we wanted to set up our own company. We started Ruffell & Brown Interiors, using our names to build on our contacts.” The company currently has seven shop-at-home salespeople, a full retail 16
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Debra Ruffell with her business partner Nigel Brown, of Ruffell & Brown Interiors in Victoria, British Columbia.
showroom with five additional support staff. Drapery and upholstery services, as well as installation, are handled by long-term subcontractors. “Our main focus is window treatments,” Ruffell said. “Ninety percent of our business is from drapery and blind sales, and of that 80% are hard window treatments. In recent years, 25 -30% of the hard window covering sales had been from large contracts for new construction, although this has decreased significantly with the change in the economy.” The balance of the company’s sales are in custom upholstery, bedding and furniture. Serving a Unique Market Given Victoria’s amazing scenery— from oceanfront to snow-capped mountains in about two hours—there is a significant second-home market, a mix of U.S. and Canadian citizens. Ruffell estimates that there are about 350,000 home owners within a onehour drive from the showroom.
“Victoria’s appeal is very much based on the oceanfront location and natural beauty of the area,” Ruffell said. “For our business, it means people look for window treatments that provide sun protection and privacy where needed but do not cover significant parts of the window and obstruct the views. For this reason, shutters are a smaller part of our sales than you might think, even though our clients tend to prefer simpler, cleaner, more casual lines and looks. We rarely design formal swags with layered treatments, and specifying lots of trim is not common either.” Connecting with Customers Ruffell and Brown committed years ago to maintaining a consistent topof-mind advertising presence in their market. To that end they run ads three times a week in the local paper. But they recognized years ago that static marketing, like print ads, is only part of a successful communcications effort. An older website was recently revamped to provide more information
The combination of traditional side panels and hardware compliments the functional Silhouette Shadings that protect the hardwood floors and dining set from the sun's harmful ultraviolet rays.
and details to visitors. “We identified a trend where a growing number of clients spent time on the site before coming to the the showroom or calling for an appointment,” Ruffell said, “and we wanted to make sure they felt the time spent on the site was well worth it.” The company also recently hired a marketing specialist. “Her job is to
help us understand what is working for us and how to track the effectiveness of every marketing dollar we spend,” Ruffell said. “We’re using designated phone numbers for different sites and tracking closing rates with each sales person. She is responsible for keeping us in touch with our existing customer base and implementing our social media marketing strategy.”
In the meantime, Brown has taken on another aspect of the company’s marketing, helping establish a cooperative business group called Island Home Connection, with Ruffell and Brown one of 10 member companies. “The concept is that each company works with the same customers— people building or renovating their WF-VISION.COM | MAY/JUNE 11 | 17
homes—and so each company will actively refer its clients to the other members,” Ruffell explains. It’s a way of partnering without competition or cannibalization, an important move when consumers are still holding rather tightly to their discretionary income. Ruffell adds that the company has also established relationships with home automation companies in order to help increase its motorized blind sales. “Many of our clients today are better informed about their choices for custom window treatments than they used to be,” Ruffell said, adding that home automation is one of the areas clients are increasingly asking about, especially given the number of vacation homes in the area. Ruffell sees building partnerships with these types of specialty companies as another aspect of marketing. “In today’s economy, we work hard to promote the idea that we are a wellestablished, locally-owned business with a large showroom and experienced staff,” she said. “Because so much of our job is to build trust with our clients, we feel that these types of partnerships are extremely important. We are not just a phone number and a trunk full of samples.” Building for a Better Business Ruffell is also quick to attribute much of the company’s long-term success to a solid employee foundation. “We have been fortunate to attract experienced sales people and have them stay with us long term,” she said. “Our staff is very supportive of each other and we encourage people to rely on the expertise of their co-workers when dealing with new situations and products. Our policy is that if you haven’t done it perfectly at least 10 times, ask for help! For example, our newest employee is being mentored by our more experienced staff and both sides are enjoying the experience. ” Ruffell notes that the company also attempts to take advantage of any train18
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Dramatic floor to ceiling side panels frame the architectural detail of the arch window and draw your eye to the fabulous waterfront view. Interior design by Colleen Buker, CB Designs. OPPOSITE PAGE: Several views of the Ruffell & Brown showroom complete with custom drapery, furniture and upholstery selection areas.
ing offered in the area by suppliers, and always tries to have the full staff present when reps come in to show new lines. The company also recently sent some staff to Denver to complete the Hunter Douglas motorization certification training. “It’s important that they have the most up-to-date information from these sources so that when talking to the client they build on our reputation for being top of our field,” Ruffell said. Ruffell and Brown also encourage employees to share stories of how to handle various customer service scenarios, laughingly adding that those sessions are always the more interesting! “Being able to read people and understand the right way to deal with different personalities is a huge part of being a successful salesperson,” she said.
Why Do You Love Windows? “We believe that beautiful, custom made window treatments are one of the most important finishing touches in any room. When building or renovating, obviously it is important to buy good quality products—whether it is roofing, insulation or plumbing fixtures—but none of these are going to provide the "WOW!!" factor when you have your friends and family over for dinner to show off your home,” Ruffell said. “We like to think that the way you dress your windows is just as important as the way you dress yourself. We work in an industry where people invite us into their homes because they’ve already decided they want to make it a better place to live and we get to help them. We meet new and interesting people every day and all because we love windows.” V
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WF-VISION.COM | MAY/JUNE 11 | 19
SHOW REVIEW
VISION11: IWCE Declared a Winner
An Industry-Wide Story ISION11:International Window Coverings Expo™, held April 26-28, 2011, at the Las Vegas Convention Center was considered a success by both participating exhibitors and attendees. “The move to Las Vegas (a first for the show) and co-location with Kitchen Bath Industry Show (KBIS) was the shot in the arm that the industry and
the show needed,” said Grace McNamara, producer of the show and publisher of Window Fashion Vision magazine. Nearly 4,000 attendees and exhibitors participated in the window covering industry’s national trade show and conference, tripling last year’s attendance. The overflow from KBIS and the energy that attendees shared all combined to make VISION11 a huge success for all participants. A True Industry Event Industry associations, including the 20
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Window Covering Manufacturer’s Association, gathered to present their annual Product Design Awards and discuss critical issues such as safety and regulations. Keynoters Tim Corrigan and Kathryn Ireland charmed and inspired the audience about the importance of the window. Heavy-hitting business panels and sessions, including the Future of the Industry Panel hosted by Exciting Windows! and Steve Burst-
in programs like VISION11 to be seen and heard by potential customers.”
en, led a daylong session of CEO roundtables and business seminars.
the middle of the week—both drastic changes for the show—did not affect traffic or participation. Exhibitors reported that VISION11 attendees were serious buyers looking for new suppliers—the exact audience exhibitors hope to attract.
“The excitement of Las Vegas and the need for us to gather and move forward after the last two years inspired many first time attendees and a large influx from the West Coast,” said Grace McNamara. “We are hearing positive information from dealers and manufacturers that the first quarter of the year shows signs of upward sales from companies that are taking an aggressive marketing approach and investing
Opening day saw lines at the registration counter, long lines reminiscent of years gone by as more than 1,000 attendees registered at the door. Attendees came from 37 countries and all 50 states to see the latest in window covering products and services. Holding the show the week after Easter and in
Positive Commentary “The general buzz and energy that lingers after the expo is always good for business,” said Travis Storch of Storch International-Wintec Korea. “More so, VISION11 allowed us to connect with
OPPOSITE PAGE: An overview of the VISION11: IWCE™ show floor near the end of the first day, still lots of business to be done. LEFT: Long lines were common the first day, as attendees flooded the regstration area to sign up for the show floor and seminars. Processing everyone went smoothly, but thanks all the same for your patience. BELOW: Everyone agreed it was a business-focused show, with attendees eager to discover new products and sources. Photos: Brandy Stoesz
our customers and major and independent fabricators. Equally important, it allowed us to reach the saleend-point with designers and with consumers. These attendees give us critical feedback to new product developments and help drive the adoption of our new products to our customers. This creates a cycle that is a true ‘win’ for all involved.” Mark Rhoda-Reis, Partner at Top Window Covering LLC, joined a host of others in agreeing with Storch. “The show was a success,” Rhoda-Reis said. “There is a hunger among the decorators, designers and retailers with whom we spoke during the show, and there were many. The message repeated by everyone visiting was, ‘We are looking for something new.’ We felt an energy and sense of optimism that has been absent for the past few years. Some fabricators are also moving from being pessimistic and protective to being optimistic and proactive. We look forward to next year’s event and the continuing momentum.”
ing Windows! President Steve Wishnow. “Not only did we meet many new business owners, but the owners we worked with were very serious about their businesses and were looking for ways to achieve greater success.
For Exciting Windows! we were able to achieve a significantly higher level of awareness at this expo, and we are committed to being an exhibitor in the years to come.” “There is no question that the overwhelming attitude of business owners this year is one of optimism,” Wishnow continued. “The show offered the opportunity to build back sales and profits lost over the past years and to move forward. Being at the expo was a fabulous way to meet these owners and to develop new programs that would be beneficial to them and our company. I would recommend that any window coverings business be part of this program.” Kevin Keenan, Business Development Manager for BTX Window Automation, Inc. noted that the “Vegas venue was a great choice for this year’s show, and for sure it drove more to come than in past years. For BTX, this was a great show. We were able to see long standing customers as well as pick up new ones that were just exposed to motorization for the first time. We are excited for the rest of 2011!” V
“The VISION11 expo was a big success,” said ExcitWF-VISION.COM | MAY/JUNE 11 | 21
SHOW REVIEW
The attendees flocked to the show floor, especially on the first two days of the show, and vendors in all categories were thrilled with the response. The overall comment was that attendees were serious. They were committed and ready to buy, focused on new products, lines and sources. The result was a significant amount of business transacted at show. V
THIS PAGE: The stands on the showfloor at VISION11: IWCE were busy with customers ready to buy. Clockwise, from top left, Lassen Window Fashions, Orion Ornamental Iron, Inc., Aurora Rubber & Distributing, Diamond Head Upholstery Tacks and Legacy Window Coverings. OPPOSITE PAGE: Clockwise from top left, Cantania Silks, B&W Manufacturing, Konnect International, Roma Deco Inc., Top Window Coverings, and Expo International. Photos: Brandy Stoesz, Ania McNamara, Susan Schultz
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SHOW REVIEW
OPPOSITE PAGE: Some of the friendly faces from the show, clockwise from top left, a representative from Sani; Steve White and Michelle Lee of San Benito shutters with Grace McNamara; Gordon Wuthrich, COO of Homerun Holdings with Ben Kutell of QMotion; the team from SmartRoll Shades; Pat Porter and Jim Lingenfelter of Yunlong USA; Jeff Marcell and Sandy Drum of United Supply Co.; Seong-Ryong Jang, President of Wintec Korea with Travis Storch. THIS PAGE: Attendees took their time to closely examine all the new products to be found on the show floor, including new systems from RollEase, left; Somfy’s full home automation touch screen system, top; and new designs from Faux Iron Solutions, directly above.
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SHOW REVIEW
The Construction Zone—Consistent Crowds and Constant Education. The amazing professionals at the Custom Home Furnishings Academy once again produced three days filled with dozens of sessions. From workroom productivity to basic in-the-field repair tips, to innovative techniques for creating almost any type of soft furnishing item you could think of, the ideas were non-stop. And those pink Construction Zone caps were probably the most popular give-away at the show! Special thanks to Terri Booser of CHF for her tireless adminstration and organization efforts to coordinate The Construction Zone, which was produced in conjuction with WFCP. V
TOP LEFT: Part of The Construction Zone team work force in their popular pink Construction Zone hats. From left to right: Cathy Tucker, Jeanelle Dech, Cheri Mulhare, Terri Booser and Michele Williams. They're in front of one of CHF alumni showcase designs that were also part of The Construction Zone presentation. ABOVE AND LEFT: A full view of “Camelot,” the window treatment designed by CHF alumni Monique Becker of Becker Window Fashions, featuring smocked, beaded panels and an arched cornice with the same treatment. The panels also feature a godet insert with beaded detail. Special thanks to sponsors Trend and Rowley Company.
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THIS PAGE, TOP: Ann K. Johnson, owner of Sew Easy Windows, Avon Lake, Ohio and a popular CHF instructor, was a fixture at The Construction Zone, demonstrating panel and swag fabrication techniques. THIS PAGE, CENTER: Taking a page from television food competition, Emily Pettit, left in pink, went head-to-head with Janelle Dech, right in blue, in one-hour silpcover race, complete with cheering crowds! THIS PAGE, LOWER LEFT: Another of the CHF alumni designs, this one titled “Victoria’s Other Secret,” designed by Sheri Stouffer of Finishing Touches and Debra Martin or Debra Martin Designs. Black and white flocked damask panels with pink silk godet inserts have silk petal toppers. These hang over a pink silk Austrian shade and an arched cornice with nail-head detail. Special thanks to sponsors Fabricut, Trend, and Rowley Company. THIS PAGE, LOWER RIGHT: What attendees love about the demonstrations in The Construction Zone is the depth of instruction and detail each presenter brings to the floor—fabrics are measured and cut, pleats are shaped and hems are stitched, all right there, with copious explanations throughout the process. Photo: Ania McNamara Top photo of hats: Brandy Stoesz
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SHOW REVIEW
Keynote Speakers, Special Events and Seminar Instructors Wow The Crowds Keynote speakers Kathryn Ireland charmed attendees with an overview of her life in design, while Timothy Corrigan inspired with his passionate conviction on the power of window treatments. Later that day, the Envision Design and Ingenuity Workroom 2011 award ceremony was once again a full house, as there were gasps of awe and admiration as some of the winning designs were revealed. And, over the course of VISION11:IWCE™, a wide range of speakers shared their knowledge and expertise with attendees. V
TOP: Kathryn Ireland spent time after her luncheon seminar signing copies of her new book Summers in France. Special thanks to all the WFCP members who helped out with this event.
TOP: Timothy Corrigan captured “hearts and minds” with his kick-off event Tuesday morning, speaking compellingly on the significance of custom window treatments in a complete design project.
ABOVE: Gillian Wendel of Wendel Works reprised her popular Imagineering presentation to a standing-room only crowd.
ABOVE: Afterward Corrigan shared stories and swapped ideas with attendees before taking a quick review of the show floor.
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I just wanted to let you know what a great time I had at the VISION11 Expo. It was the first one that I have attended and I was able to bring back valuable information as well as some possible new vendors to work with. There were three great classes that I attended that were exceptional: Color Confidence for the Professional, the Business Building Workshop Series and What Makes This Window Treatment Work. I would highly recommend those classes for future expos. Thanks again for hosting the event. —Shannon Scarrella, Hirshfield's Window Treatment Division, Minneapolis, Minn.
TOP ROW: At the 2011 Envision Design and Ingenuity Workroom award ceremony, there were a number of multiple winners, several repeat winners from last year and great number of new faces. Congratulations to all. Shown at right, a detail of the “Gracies,’ the first place award.
BOTTOM ROW: At most of the seminars a camera was a necessary tool to capture ideas, techniques, product details and more. Many of the speakers with samples allowed attendees time after the presentation to examine the goods up close. Photos: Brandy Stoesz
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SHOW REVIEW
WCMA Awards Celebrates the Industry’s Leading Edge Grace McNamara, VISION 11: IWCE show producer and publisher of Vision magazine, along with Joe Jankowski, vice president at Hunter Douglas, welcomed the engineering and product development teams from across the industry to the WCMA awards, and then turned the event over to Ralph Vasami, executive director of WCMA. “In a year of challenges to the window covering industry—and to all manufacturers—WCMA sets aside one night to honor all of the participating companies,” said Vasami. ¶ He then thanked the judges for the 2011 awards: Susan Hirsh, North American manager for decorative programs, Benjamin Moore & Co; Susan Huckvale Arann, interior designer and president, American & International Designs, Inc.; Leonard Mozer, window fashions editor, LDB Interior Textiles, and Samantha Nestor, interior design expert and author of
Living with Wine and The Luxury Bathroom. ¶ For a complete list of winning products, with photos and descriptions, go to wcma.org/PIA_2011. V
ABOVE LEFT: Joe Jankowski and Grace McNamara raise a glass of champage to all the individuals involved in new product development for the window treatment industry. The introductory presentation was based on the association's 20 year history, with retro photos of many industry players, including one in the background that looks suspiciously like Madonna! ABOVE: Jankowski, along with others from the Hunter Douglas Vignette team came back on stage later in the evening to accept the product of the year award for the Vignette® Traversed™ with Vertiglide™ Modern Roman Shades. LEFT: Ralph Vasami, executive director of WCMA, introduced the winning products in each category and welcomed the winning teams to the stage. Photos: Brandy Stoesz
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The shutter that won [from Masterpiece Shutters]…was nothing short of awesome. They have a rack and pinion system to rotate the vanes, which are flat with simple beveled edges allowing it to close very tight. Because the vanes are flat they can be engraved. At their stand they had a shutter with Plexiglass vanes printed with an art scene. The display had light behind it, illuminating the shutter. It was stunning! —Steve Dale, Blind Brokers Network, Lake Forest, Calif. ABOVE LEFT: Most of the companies with winning products had representatives on hand to accept their award and provide additional commentary on the development of the specific design. Congratulations to all the WCMA 2011 award winners. Photo: Brandy Stoesz
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2011 PRODUCT DIRECTORY
Ball Chain Leading blind and shade manufacturers specify Ball Chain Mfg. products because they know our chain delivers the precision pitch, flexibility and specifications needed to work faultlessly in their sprocket and clutch systems. Made in USA since 1938. Visit us at www.ballchain.com
Comfortex Window Fashions The Comfortex complete line of cellular, Roman, roller and pleated shades, wood alloy blinds, plantation shutters, sheer window shadings, sunscreens and verticals are distributed in every state in the United States and in over 70 countries on five continents worldwide. 21 Elm Street, Maplewood, NY 12189, toll-free: 800/ 843-4151, e-mail: customercare@comfortex.com, www.comfortex.com
Calhook Supplier of hangers, hooks, and displays for fabric samples, and complete retail store equipment and supplies.
um slat AL1 döfix alumin
existence ur ideas into rms yo dofix No-Sew Inc. S.o231st Street, Kent, WA 98023 transf ...5205
800/422-4665, e-mail: info@calhook. com, www.calhook.com
Marketer of the dofix system, a workroom system for making soft window treatments without sewing. Products are manufactured in Germany.
1947 Ironway Drive, Sanford, MI 48657, 989/687-7999, e-mail: shirleyb@dofix.com, an shades www.dofix.com• Roidimng Panels less Shades
• Sl döfix Cord Castec ing Panels ades nting system • Swag mou side tracked sh e Th döfix Slid or k. wn s loo do m an p oo to cle nr e High-end window treatment manufac• Su that operat Contemporary, operation. e safest • Skylights th cascading in fabric bottom up. Th Smoospecializing y! turer treatments, da s to les es rd ad co r sh fo r n fo tio n op tio r lu he so Anot ents. solar shadings, custom roll shades, and window treatm natural woven shades for both the resi-Call 800-962-8983 n rmatio for more info dential and commercial markets. döfix No Sew, Inc. • 1947 Ironway Dr • Sanford, MI 48657Drape • Tel 800-962-8983; 989-687-7999 • www.dofix.com and Blind Software 7531 Coldwater Canyon Avenue, North Drape and Blind Retail Software proHollywood, CA 91605, 818/503-8300, duces customer quotations quickly and fax: 818/503-8360, toll-free: 800/828- easily for a large range of window cov2500, e-mail: sales@castec.com, www. erings including shades, Roman blinds, drapes, cornices and shutters. castec.com
info@drapeandblindsoftware.com, 786/871-6757 www.drapeandblindsoftware.com
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Draperies.com Draperies.com is the manufacturer of drapery hardware for the commercial, residential and healthcare industries. We carry all kinds of aluminum drapery tracks, hardware and workroom findings. Visit us at www.draperies. com, call 888/266-1238 or e-mail info@draperies.com.
Eclipse Shutters GREENGUARD® Certified, Eclipse Shutters combine a fashionable, clean look with superior durability making them the perfect choice for residential or commercial applications. Designed for quick installation and easy care, Eclipse Shutters have a durable finish that never needs painting or sanding. With superior energy efficiency, child safe design and a 25-year warranty, Eclipse Shutters are the clear choice. 877/874-8877, www.eclipseshutters.com
Gaby’s Shoppe Manufacturer of wrought iron drapery hardware and furniture. Look for our new decorative shelving line coming soon! Gaby’s Shoppe, 1311 Dragon Street, Dallas, TX 75207, 800/299-4229, local: 214/748-6644, fax: 214/748-7701, www.gabys.com
Golden Tassel LLC If you’re in home fashions, let us help you with your decorating needs. Golden Tassel, LLC, is a wholesale distributor of TRIMLAND products, and we sell to the trade only. Please call Najda or Jackie at 631/249-3023. 176-4 Central Ave., Farmingdale, NY 11735.
Ona Drapery Hardware Wholesale manufacturer of decorative iron drapery hardware. Products and services include name brand drapery hardware and decorative fabrics. Ship to all 50 states. 5320 E. Arapahoe Ave., Boulder, CO 80303, toll-free 800/231-4025, e-mail karl@onadrapery.com, www.onadrapery.com
Insolroll Window Shading Systems Orion Ornamental Iron Orion Ornamental Iron presents 3 new Insolroll Interior Solar Screen and Black- products: Somfy Motor, Bohemia Crysout Shades; Oasis® Patio and Exte- tal, Tuscany Traversing. Bohemia Crystal rior Window Shades; Digital Printing for —22 beautiful finials at a low price point., Tuscany Traversing—11 designs Roller Shades on embossed metal rods. Tuscany rods Insolroll fabricates specialty roller can be motorized with Somfy. shade systems for commercial and residential markets. Our prices are competitive, contract quantity quotations are returned within 24 hours, lead-time on most orders is six working days and when you call us the phone is answered by a knowledgeable, helpful representative. Our complete product line includes PIC Business Systems Oasis® Patio Shades and in-house digi- e-PIC-One is a fully integrated, webtal printing on roller shades. Contact us based ERP for fabricators, distributors, at 800/447-5534 or info@insolroll.com dealers, and franchises. Key features include order processing, production management, bills of material, purchasing, inventory, CRM, AR, AP, GL, financial reporting, configuration tool, online dealer center, EDI/XML, payment Merrill Y. Landis, LTD COM workroom and distributor of nine processing, shop floor control, iPad and hardware companies, four fabric/trim iPhone access. companies and Lite Touch Shades. We have pricing levels to fit all your cus- 5119 Beckwith Blvd. #106, San Antonio, TX 78249, toll-free: 800/742-7378, tomers’ needs. e-mail: sales@picbusiness.com, www. Merrill Y. Landis, LTD, 20 N. Third St., picbusiness.com Telford, PA 18969, 215/723-8177, www.mylltd.com
Rowley Company Now available, the Aria metal collection from Finestra® Decorative Hardware. Choose from eight sleek-looking finials, in nine fashion finishes. Our line of 1 1/8” drapery rods offers great quality, style and value. To request a catalog or place an order, please call 888/443-8182.
SM Automatic Model 400 Series Drapery Motor After five years of development, we are proud to bring you the most advanced drapery motor available. Retaining the power of the 300 series motor, and showcasing advanced electronics. Contact us at 800/533-3040 or sales@ smautomatic.com.
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Solstice Shutters Solstice solid wood shutters transform any room in your home into a statement of elegance. Our beautiful plantation shutters are hand-crafted from the finest quality materials for years of enjoyment. The timeless Solstice collection offers a variety of traditional and contemporary designer options to express your personal style. For the natural warmth of premium wood shutters, Solstice is preferred. Contact your regional Solstice Shutters fabricator: Century Blinds 800/281-3013 www.centuryblinds.com Fashion Tech Window Coverings 800/444-8822 www.fashiontech.com Timber Blind & Shutter 800/871-2051 www.timberblinds.com Vista Products 800/888-6680 www.vistaproducts.com WF-VISION.COM | MAY/JUNE 11 | 33
2011 PRODUCT DIRECTORY
Solstice Shutters TaHomA™ is an affordable and easyto-use system that allows users to save money through increased energy efficiency, to feel more comfortable in the home, and to experience the simplicity and enjoyment of total home automation. Please visit www.somfytahoma. com for more details!
Trend Fabrics Added to the Fabricut Family in 2006, Trend is aimed to accommodate designers’ and decorators’ more value oriented projects without compromising beauty, style, form and function. Trend encompasses product styles ranging from traditional to contemporary and is the comprehensive source for decorative fabrics, linings, trimmings and hardware at an affordable price.
U.S.A. World Plastics Verticals in a FLASH! Buy direct from USA Mfg—Legacy in plastics for over 25 years: embossed, wood grain, commodities, two-inch, custom cuts, components, piece program. Always in stock programs—guaranteed! Nationwide and Export. Fabricators get discounts on commodities. Always free samples, call 877/USA-9876 or email: samples@ usaworldplastics.com
WoodMart Window Coverings We offer traditional and plantation shutters with louvers from 1¼ inch to 5½ inch plus a full line of exterior shutters. All of our shutters are 100% American made in Southern California. Visit us at www.woodmart.com, or call 818/785-1528.
Vertilux, USA Quality fabrics and components for window coverings. Manufacturer and distributor of fabrics and materials, aluminum coils, and wood slats. Machinery and tools. Brand names: Vertilux Collection, Vision, Rollux, Evolution, Louverlux, Louverwood, Bambu, Le Plisse, 918/945-3838, www.trend-fabrics.com, Touch of Wood, Bolero, Romance, Simcustomers@trend-fabrics.com plicity Motors. 800/356-8837, 7300 NW 35th Terrace Miami, FL, 33122, www.vertilux.com
What’s NEW at Mariak Window Fashions? Patented Cords Free
Double window treatment allows for added privacy and better insulation.
Large selection of fabrics from the Caslan Collection are available for the front of the Roman Shade. 9/16” Single Cell Spunlace fabric in 4 colors available for the back of the Roman Shade.
Roman Shade!
www.MARIAK.com
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Cords Free Operation assisted mechanism smoothly lowers and lifts the shades with no exposed cords or cord shrouds.
Hidden snap-in brackets allow for easy installation.
Enclosed wrapped hembar. 5-1/2” Valance included with all shades. Outside mount with returns.
U.S. Design Patent D 636,204
Other New Products include:
Patented Cords Free Roman Shade Now Available!
Roller Shade Cassettes Econoline Motor Platinum Roller Shade Clutch Motorized Bottom Up Shade Standard Skylight Premium Motorized Skylight
575 West Manville Street, Rancho Dominguez, CA 90220 800-562-7425
Your Source For Quality Wood Shutters.
Inc.
www.exusshutters.com
• Exus shutters are made from 100% natural Basswood harvested and processed in North America. • We are a quality focused company with reliable distribution throughout the country, making us an exceptional alternative to your current supplier. • Exus offers a standard selection of 12 painted, 18 hand rubbed stain finishes and as a true custom product manufacturer we will also match any custom color . • Large variety of inside and outside frames, café style, multifold and double hung panels, hidden tilter and hidden hinges are some of the many options available to you.
• Arches, eyebrows, French door cut-outs plus many other specialty shapes can be ordered without any need for templates. • Make your customer presentation look professional with the Exus color and frame sample box, available at a low cost. • Also introducing “The Pacific Woven Wood Collection”, a large selection of patterns, sold by the roll from our California warehouse, made from bamboo and grasses. Order your sample books today! WF-VISION.COM | MAY/JUNE 11 | 35
14455 Ramona Ave, Unit D • Chino, CA 91710 • (877) 228-EXUS (3987) • Fax (909) 248-2298
2011 PRODUCT DIRECTORY Amoré Drapery Hardware
Theatrical and Drapery Supply (TADS)
The award-winning Crown Masterpiece collection offers a wonderful selection of medallions, centerpieces, sidepieces, and holdbacks to create style-forward window designs. Choose from 28 hand finishes over the all-metal designs. The collection coordinates with Amoré’s rod and finial line. Amoré has become an important resource for designers seeking high-fashion drapery hardware. Call toll-free for catalog/color chips.
Theatrical and Drapery Supply (TADS) is proud to present Steel “Dumpling” and “Ribbon Weights.” The weights are 1.00" x 1.00" and made from rust-resistant steel, not lead. This product is non-toxic, unlike lead.Our product is 100% green, recyclable and American-made. The weights are encapsulated in a flameretardant fabric. The “Ribbon Weights” will be in 25-yard lengths and the individual pieces will be the “Dumplings.” Contact: 877/705-8237, www.TadsUSA.com
Contact: 877/440-0123, website: www.amoredraperyhardware.com.
Draper Inc. Draper’s Exterior FlexShades offer protection for your windows, while preventing most solar energy from entering the building for maximum solar heat gain reduction. Exterior FlexShades are available with motorized, clutch or crank operation. Heavy-duty cable guides or side channels secure the shade fabric against wind and weather, with a weather- and insectresistant solid aluminum headbox. For more information, visit http://draperinc.com/go/MotorizedExteriorShades.htm 36
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Exciting Windows! Free 30-second Exciting Windows! self-test: Should you, or should you not, grow your business? There may be good reason to stay at your current level, or, with just a few changes, achieve even greater success. A better business might be yours! To take our 30-second test, go to the following web site: www.ewSelftest.com
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Fo r Th e N a t u r a l Wa r m t h O f P r e m i u m Wo o d S h u t t e r s , Solstice Is Preferred.
Solstice Features
Solid Basswood Shutters Beautiful Paint Colors Rich Stain Finishes Multiple Design Options
www.timberblinds.com 1.800.871.2051
Arches & Archtop Panels Patented Tilt Bar Connector Patented Clearview® “Hidden” Rear Tilt Lifetime Limited Warranty
www.vistaproducts.com 1.800.888.6680
www.centuryblinds.com 1.800.281.3013
www.fashiontech.com 1.800.444.8822 WF-VISION.COM | MAY/JUNE 11 |
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2011 PRODUCT DIRECTORY Ambassador Industries
Davis Drapery Hardware
Konnect International
The patented Pinmaster II Pingun is an advanced Drapery Pinner with a pistol design. It has a handle and trigger, which accommodates effortless ejection of the pins, without any hand fatigue. Operating it is easy, and it improves and speeds up pinning operation. The Pinner and Pins are economically priced. Also available: full line of drapery hardware and supplies.
Wholesale distributor to the trade providing stock inventory for various drapery hardware, expert technical support for all products listed below, full fabrication service, and excellent customer service.
This continuous flexible curtain track can be easily bent to fit any wall or ceiling curvature, such as bay and corner windows. No more custom fabrication or splicing. After using the product, one architect sent a testimonial stating that “this is a God-sent product.”
Contact:213/383-1171,US:800/334-9667, CA: 800/334-9668, Fax: 213/383-3003, e-mail: ambassador2754@msn.com
Brand Names: Kirsch/Levelor, Iron Art, Finial Co., Paris TX, Forest Group, Rollease, Stroheim/JAB, Bradley Collection, JL Anthony, Select Drapery Hardware, Hunter Douglas, Comfortex, Mariak, Somfy, BTX, Makita, Fabricut, Conso, Workroom supplies, Liningtrims-fabrics.
Contact: www.konnectinternational. com, 714/961-8883
Contact: 1675 Rollins Road, Ste C, Burlingame, CA 94010, 650/692-0360, Fax: 650-692-5166, e-mail: cs@davisdraperyhardware.com
Sinclair Equipment Co.
Orion Ornamental Iron Orion Ornamental Iron now offers Somfy motorization on iron, wood, and Tuscany Traversing rods with single or double motorization. Choose rod, then choose any finial. Shown: Somfy Motor on Tuscany Traversing rod with Bohemia Crystal finial from expanded collection.
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NEW: The Sinclair Impulse Sealing System. Choose from 4.25’ and 8.5’ welding seam length. Precise welding control from special electronics. Easy to use. Seam widths: ¼”, ½”, 1”. Options: laser guide light, side tables, automatic pocket folder. Single phase electrical connection. Contact: 800/624-2408 info@sineqco.com, www.sineqco.com
Xentric Drapery Hardware Xentric Drapery Hardware is your onestop shop for custom, unique drapery hardware, contemporary and traditional Collections in Wrought Iron, Wood, and Glass. From finials, tiebacks and brackets to rods and rings our quality products speak for themselves; custom bending rods available for most rod styles. Traversing systems and motorized options available. New customers get an extra 10% off first order. Mention Promo Code: XEN10A Contact: 866/493-6874, e-mail: info@ myxentric.com, www.myxentric.com
Top Window Coverings The New Top TwinLight Eclisse™, a hit in Vegas! Thanks to all who visited us at VISION11:IWCE. For more information on our TwinLight™ double shade, eco-friendly screen, decorative black out and our full line of roller, panel and vertical fabrics, and shade components visit: www.TopWindowCovering. com, 800/762-6211, e-mail: Randy@ TopWindowCoverings.com
Style is in the details.
Pullits are what blinds and shades have been waiting for. B L I N D
A N D
S H A D E
C O R D
P U L L S
The decorative alternative to wood and plastic tassels.
Pullits Div., Strategic Brands, Inc. 585 Stewart Avenue, Suite 620 Garden City, NY 11530 info@pullits.com 1.800.252.8739
www.pullits.com wholesale and retail
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EDUCATION
Effective E-mail Target Marketing Understanding Opt-in List Building By Tamara Coalwell
ne of the best ways to drive consistent traffic to your website, traffic that is interested in and engaged with your services, is to offer regular product updates, promotional offers, tips, and other insider information. To do this you need a guaranteed target audience e-mail list. Yes, you can always rent or buy lists, but this isn’t usually the best solution. Why? It’s often expensive with no guarantee that the e-mail addresses are active; plus you may not know if the e-mail addresses were acquired legitimately (we will discuss this later), which could open you up to accusations of spamming and possibly get your URL bounced from delivering future e-mails. Building your own list is a better solution for your long-term marketing puposes—you’re guaranteed a target audience specifically interested in what you have to offer. To do this, you need to develop an opt-in opportunity for your potential clients.
Assure Their Privacy When a person signs up with you they will want to know how you will keep their information private. Post a simple privacy statement directly next to the form you’re asking them to fill out. Examples include: “We keep your information private, we will not share or sell or otherwise disclose your details … period“ or “Your privacy is important to us. We will never sell or disclose your personal information.” There are many examples of privacy statements out on the web, choose one that fits the tone and attitude of your site or modify one accordingly. And then, of course, stick to it!
This may seem like more work than buying a list, but as with most things, the greater the effort, the greater the reward. Here are some tips on how to get started:
Don’t Require Too Much Information Some sites won’t allow you to enter their site without giving information … and most people will leave; I know I do. Instead make the subscription their choice and when asking for information, keep it simple: first name, last name, email, and maybe their phone number. Don’t ask for demographic information or anything else at this stage. You’re not conducting market research; you are creating an initial contact and building your online relationship.
Offer Valuable Content People don’t like giving our their email addresses, but if you offer them value in return they will more likely subscribe. What can you offer? How about an informative newsletter, a free ebook, free software, tip or tricks, resources, design ideas, inspiration, the list is endless. People go online to learn and get information, so provide them high-quality information they can use.
Give Them a Gift Everyone enjoys receiving gifts! Offer an extra incentive to sign up in addition to the promised newsletter, free pattern, etc. The gift could be a white paper, free e-book, a bonus, or even an automatic entry drawing for a prize drawing, perhaps an initial color consultation. Giving away free gifts will increase your subscription requests. As with your newsletter, be sure to update your offers on a regular basis.
Make it Easy Place your subscription box in a prominent area, don’t hide it or make viewers search for it. Website usability studies show viewers look in the upper left and right sides of web pages, so this is a natural area to place a small box that says “subscribe to our newsletter” or “download a free pattern.” And don’t offer this on only your home page; place similar call for action links throughout your site.
Ask Them to “Pass it on” Ask those who receive your newsletter to share it with people they know who might enjoy reading or getting your information. This is commonly referred to as “viral marketing,” you are getting those people who already committed to your list to spread the word for you. This step means that within every e-mail message you deliver to your target audience list you include a “subscribe” link
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or a “want to know more” option, inviting them to your site to sign up. Give Them Choices I already mentioned having sign-up links on pages throughout your website, but not all of these need to be for the same offer. You may have some visitors who are not interested in a newsletter, but would sign up to receive special coupons or discounts. Or special alerts when new merchandise arrives. Think about the different products and services you offer and what might motivate your target audience to want to know more, then create the special subscription offers on the relevant page in your site. Use Protection Increasing your opt-in list of potential clients is a very important strategy; it provides a very valuable resource and needs to be treated appropriately. Remember, you promised your clients you’d protect their information, and you need to protect your investment. So make sure your lists are part of your regular data back-up and that a copy is also part of your off-site backup. You’re doing both of these very important tasks already, right?
By following the above tips, you will see your e-mail list grow with highly targeted customers who want to hear from you. In the next issue we’ll address how to write meaningful e-mail copy, so your list will be eager for your next e-mail. V Tamara Coalwell, co-creator and co-owner of iEditWeb, Inc. has 14 years of experience in helping challenged business professionals with their internet marketing needs. With iEditWeb, Tami gives business owners the tools to tell the story their audience wants to hear and search engines love, resulting in increased web traffic. The suite of iEditWeb tools also provides the power and flexibility to allow for easier self-management of a website, significantly reducing or even eliminating webmaster fees.
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EDUCATION
(Pre-) Summer Camp A Relaxed Atmosphere Encourages Learning, Sharing and Fun By Susan Kostelecky
edicated to hands-on learning, the annual Creative Camp run by The Custom Sewing Institute wrapped up its successful fifth-year session, sending attendees back to their worktables eager to put their new skills to use. In order to focus on the techniques and get the most out of each class, attendees are not required to bring any materials to camp, as all class materials are prepped in advance. For example, for the headboard class all of the wood pieces were cut to size, holes were drilled, fabric was cut to approximate sizes and cording was made. The attendees spent the class time learning how to fabricate the headboard in detail instead of doing the basic prep work. The 2011 session included more than 24 hours of class content, almost all of which included some type of hands-on component. Each attendee also receives one-on-one time with instructors to ensure the techniques are fully understood and can be applied once the students return home. V
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Creative Camp 2012 Information The Sixth Annual Creative Camp event will be held March 9-11, 2012 at Camp Allen (www.campallen.org) in Navasota, Texas. As always, this will be a small group event (maximum 50 registrants) for medium- to advanced-level workrooms. Instructor Lesa Berryhill Ann Johnson Kenneth D. King Missy Martin Gillian Wendal
Class Social Marketing for Workroom Hands-on Arched Pleated Panels Hands-on Specialty Techniques Machine Feet and Workroom Tools Hands-on Embellishments and Fine Details
In addition, a hands-on photography class will also be offered in which attendees will learn to take and adjust window treatment photos for portfolios and marketing. For more information, go to www.csisews.com OPPOSITE PAGE, TOP: Rebecca Day, of Merrick & Day, was the featured presenter and enthralled the attendees with photos of her projects. She also taught a hands-on class—Trumpets, Coronets & Decorative Knots— demonstrating her specialty techniques. Here Rebecca, in the pink sweater, works with attendee Mary Ford. THIS PAGE, TOP: Candace Kling, author of The Artful Ribbon had dozens of her gorgeous ribbon projects on display for inspiration in her class on decorative ribbon techniques. Each student created a sample board of several ribbon projects showcasing a variety of design that could be used on pillows or drapery panel leading edges. THIS PAGE, BOTTOM: To announce the 2012 Creative Camp dates and schedules, attendees received an encrypted note that could only be deciphered using “decoder” glasses resembling the 3D glasses worn in movie theaters. Everyone had fun with it!
OPPOSITE PAGE, BOTTOM: Gillian Wendel’s Shaped and Tufted Headboards class was very successful, with each student completing a headboard using fabrics from Greenhouse Fabrics, linings from United Supply and workroom supplies from Rowley Company while learning how to tuft, apply buttons and cording, and how to work with shaped headboards. Gillian holds a “speech bubble” created for the camp this year, a shaped board finished with chalkboard paint that was a big hit with attendees.
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2011 ENVISION DESIGN COMPETITON
This year, for the Envision Design and Ingenuity Workroom awards, publisher Grace McNamara decided to shake things up a bit. She instructed the judges to select the Award of Excellence winner of the Envision Design competition and the Workroom of the Year winner from the Ingenuity entries based on the scope of work submitted. It made for a fun and surprising awards ceremony, and gave us plenty of wonderful windows to showcase!
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BARBARA ELLIOTT, WITH JENNIFER WARD-WOODS DECORATING DEN INTERIORS AWARD OF EXCELLENCE FIRST PLACE, COMBINATION TREATMENTS FIRST PLACE, CURTAINS & DRAPERIES SECOND PLACE, (TIE) SPECIALTY WINDOWS DESIGN CONCEPT, COMBINATION TREATMENTS
For this master bedroom revamp, the clients asked for a little magic, or least some magical thinking. They want to swap their queen-sized bed for king without the room feeling crowded, and they wanted the same amount of storage with fewer pieces: The wife wanted some 1940s Hollywood glamour, while the husband asked for dark finishes and an overall relaxing feel. The color palette of champagne gold and robin’s-egg blue is accented with touches of silver and dark merlot. Lush jacquards and embellished silks were used for the bedding, the accent pillows and the window treatments. Custom designed cornices, inspired by billowing movie theater curtains, add movement and pick up the curvy tops of the mirrors and the headboard. Custom holdbacks in a bonze/gold combination with accents of silver relate to the treatment used on the stepped, recessed ceiling, where the reveals were finished in bronze/gold and the bevels in silver leaf.
DETAILS
CREDITS: Designer: Barbara Elliott and Jennifer Ward-Woods, Decorating Den Interiors, Stone Mountain, Ga. Workroom: Finest Design, Norcross, Ga. Installer: Jon Kemmerer, Tucker, Ga. Photography: Randy Foulds, RD Foulds Photography, Yarmouth, Maine. SOURCES: Window treatment fabrics: Kasmir silk 1080 and Kravet fabrics 15249 C404 and 24640 C35. Tieback: Fabricut. Silhouette: Hunter Douglas in Seclusion White. Duvet fabrics: Eastern Accents, Hepburn and Tracy. Dust ruffle: Eastern Accents, Kate.
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2011 ENVISION DESIGN COMPETITON DESIGN CONCEPT, CURTAINS & DRAPERIES, FIRST PLACE
In this master bedroom nearly one entire wall was windows, so light control was obviously a key issue. But the client also wanted something more than “just blinds” and expressed a desire to be able to “change out” the bedding if she wanted. The wall behind the bed had already been custom painted by the husband, so Elliott and Ward-Woods created a window treatment inspired by the colors and the gridwork. Three colors of duppioni silk were pieced together in a way that meets up with the top gridline while window shadings replaced faux wood blinds. Soft gold was used throughout to warm up all the blues and greens used in the room—a soft gold is one of the duppioni fabrics, a subtle gold pattern is part of the window shadings and the understated decorative hardware was selected in a brushed gold finish.
DETAILS
CREDITS: Designer: Barbara Elliott and Jennifer Ward-Woods, Decorating Den Interiors, Stone Mountain, Ga. Workroom: Finest Design, Norcross, Ga. Installer: Jon Kemmerer, Tucker, Ga. Photography: Randy Foulds, RD Foulds Photography, Yarmouth, Maine. SOURCES: Window treatment fabrics: Carole Window Treatments silk douppioni in mint, pigeon, and raffia. Drapery Hardware: Seabrook. Window shading: Alta-Kathy Ireland Window Shading in slub shoreline.
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DESIGN CONCEPT, SPECIALTY WINDOWS, SECOND PLACE (TIE)
Elliot and Ward-Woods were asked to create a beautiful, elegant, but lighthearted design for a 14-year-old “princess” room. Not usually a problem, but in this case the room was tiny, the palladian window was awkwardly placed and the goal was keep as much light in the room as possible. The team came up with an asymmetrical swag in a cream-colored cotton sheer that has a slight feathery texture to it, which adds to the overall feeling of lightness, but is also definitely unique. A fuzzy black ball fringe is a graphic, playful accent, while both sides of the swag are anchored by custom fabric holdbacks.
DETAILS
CREDITS: Designer: Barbara Elliott and Jennifer Ward-Woods, Decorating Den Interiors, Stone Mountain, Ga. Workroom: Finest Design, Norcross, Ga. Installer: Jon Kemmerer, Tucker, Ga. Photography: Jeff Sanders, Accent Photography, Greenville, S.C. SOURCES: Window treatment fabrics: Fabricut, Seth in cream and Boom Box in blackline.
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2011 ENVISION DESIGN COMPETITON
TOMOMI SASAKI, DECOLAB CO.,LTD. FIRST PLACE, COMMERCIAL TREATMENTS DESIGN CONCEPT
It’s hard to believe, looking at a photo of this lovely marriage chapel, that this space was actually an underused lobby, a walkway guests used to get from a parking lot to hotel. Designer Tomomi Sasaki was asked by the management of this spa hotel, located near Disneyland Tokyo, to figure out how this space could be re-worked so the hotel could attract more wedding business. The series of 20-foot-tall windows on both sides and the clasically inspired vaulted ceiling make for a wonderful space, but unfortunately, those large windows look out onto the parking lot. Sasaki felt too much window treatment would overwhelm the architecture of the space, while a simple, functional treatment of blinds wouldn’t be suitable. “I thought of a valance with an adjustable-length panel,” Sasaki said. “When used as a marriage chapel, the panel can be fully lowered, obscuring the view outside, but when the space is used as a lobby, the panel can be raised to the brackets installed below the bottom edge of the valance, creating a pleasing repeat across the span of the windows.” The finished design is a double-sided flat valance, installed on a rod over the panel so that the look is the same from the exterior and the interior. Sasaki needed a total of 36 panel and valance sets for the room, with each panel having a finished length of 137". When raised, the panel is 59" and creates a nearly mirror image to the valance.
DETAILS
CREDITS: Designer: Tomomi Sasaki, Decolab Co., Ltd., Tokyo, Japan. Workroom: Akiko Yamazaki, Risa Braire Co., Ltd., Kobe, Japan. Installer: Hayato Kimura, Incraft Co., Ltd. Tokyo, Japan. Photography: Taku Ishii, Decolab Co., Ltd. SOURCES: Valance and panel fabrics: Manas Trading Inc. Panel banding: Fujietextile Japan.
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2011 ENVISION DESIGN COMPETITON
JOANNA BRAXTON, BRAXTON DRAPERY DESIGN FIRST PLACE, DECORATIVE HARDWARE & TRIMS DESIGN CONCEPT
This 22-foot span of windows presented several challenges for Joanna Braxton. First was the sheer size. Second was the client request to keep them as open as possible, as privacy was not an issue, while still designing something unique. And the third was that the fabrics and hardware selected for the project all needed some “finessing” in order to fit. Braxton, who also won this category in 2010, rose to the challenge. The chenille stripe chosen for the side panels is actually a horizontal, so Braxton rotated it and then needed to piece it to gain the necessary height. “It could have been done with only one seam,” Braxton explained, “but then the join would have been in the middle of the panel.” Instead she camouflaged the bottom seam 18" up from the floor with a 6" wide contrast band, embellished with metal bead and tassel fringe. In order to make the flat braid of the fringe appear recessed, a 3/8” covered welt was added above the braid. For the second seam, a tuck was made to hide it by using a 1” doubled strip of contrast fabric inserted in the seam. To give this strip purpose and interest, 5/8” decorative nailheads were attached with a single strand of smoky topaz colored beads hanging from each nailhead. Braxton added the fleur-de-lis embellishments to the top treatment during the fabrication process. It was originally designed to be a very simple pelmet, but at 22-feet wide, Braxton realized that would feel boring and monolithic. She continued the fleur-de-lis shape around the side for a uniquely shaped return and added a contrast covered cord with a suede bead tassel fringe along the bottom. Originally Braxton had thought to position the pelmet just below the crown molding, but there is 20" between the crown molding and the window frame, and then another 8" of molding to the window opening. This would have meant a minimum of 30" for the short point of the pelmet, which would look and feel far too heavy and disproportionate in the room. So Braxton designed for the treatment to be installed just above the window molding and finished the pelmet top with a 2” rope detail by slicing premade twist-rope rods in half to create a flat back. These were laid against the pelmet and the ends were mitered.
DETAILS
CREDITS: Designer: Joanna Braxton, Braxton Drapery Design, London, Ohio. Workroom: Joanna Braxton. Installer: Joanna Braxton, Nate Braxton, Megan Braxton. Photography: Megan Braxton. Woodcrafting: Joe Burgess and Nate Braxton. SOURCES: Pelmet and panel fabrics: Fabricut. Decorative trims: Award Fabrics Decorative nailheads: Dkei. Decorative hardware: C.O.M. WF-VISION.COM | MAY/JUNE 11 | 49
2011 ENVISION DESIGN COMPETITON RUTH DELF WITH KATHY HOFFMAN, SUSAN FREDMAN DESIGN FIRST PLACE, GREEN DESIGN DESIGN CONCEPT Ruth Delf was co-hosting a networking and informational event about green design when Victoria Di Lorio, the project director for Healthy Home 2010 first approached her. “She shared with me her passion for healty interiors and introduced the Healthy Home concept" Delf said. Healthy Home 2010 was the first designer showhouse in the nation to bridge the gap between traditional green building and healthy interiors. It was the first house in the U.S. to incorporate elements of the GREENGUARD Environmental Institute’s Indoor Environmental Quality (IEQ) Management Plan for Residential Construction, a system for creating—from the ground up—buildings that contribute to healthier indoor air. Built by Dior Builders in the Chicago suburb of Palatine, the home was open for viewing autumn 2010. Delf and Hoffman designed the interiors, specifying low- or no-VOC and natural products throughout the home. The overall style is transitional, bridging classic architecture with updated finishes and furnishings. “We’d done a lot of work with green design and LEED certified buildings,” Delf said, “but this was definitely a different direction for our practice in learning about toxicity and and how to determine that in specific products.” For the master bedroom, the designers’ goal was to create a serene, luxurious retreat where the homeowners can relax and unwind using healthy products that don’t compromise luxurious design. An organic silk rug with natural vegetable dyes, organic bedding and zero VOC paint are complemented by window treatments by Hartmann & Forbes made from natural fibers that are sustainably grown and harvested.
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DETAILS
CREDITS: Designer: Ruth Delf with Kathy Hoffman, Susan Fredman Design, Chicago, Ill. Workroom: Hartmann & Forbes. SOURCES: Shade and panel fabrics: Hartmann & Forbes.
2011 ENVISION DESIGN COMPETITON
KAREN ESSARY COUTURE BY KAREN INC. FIRST PLACE, SPECIALTY WINDOWS DESIGN CONCEPT
For a guest bedroom with an unusual arrangement of south-facing windows, Karen Essary focused on enhancing the combined shape of the windows while camouflaging the odd space of the remaining wall while delivering light control, privacy and a unique design. Out of four concepts Essary presented at the follow-up meeting, the client chose the design based on distinctive scroll hardware from Orion. While Essary also had her fabric choices ready, including some additional ideas for some accent pillows on the bed that would help pull the camel and plum color scheme together, she had never worked with the Orion scroll hardware before. “I was thrilled to sell the whole project, including the add-ons for the bed,” Essary said, “but my excitement quickly changed to ‘how am I going to make this work?’” To ensure no time was lost or fabrics wasted on the table, Essary waited until she received the special order hardware before plotting out the design for her workroom. She also made sure to carefully measure and plan for where to position the hardware at the window, so that there would be no major issues at the installation.
DETAILS
CREDITS: Designer: Karen Essary, Couture by Karen Inc., Monroe, Mich. Workroom: Lisa Gessner, Couture by Karen Inc. Installer: Karen Essary Photography: Bill Barnes, Shutterbug Digital, Monroe, Mich. SOURCES: Decorative Hardware: Orion Vienna Collection Decorative Scrolls in rich gold. Trim: Stout Charisma in plum. Drapery fabric: Maxwell Zelda in mocha. Coverlet fabric: Robert Allen Buenos Aires in thistle. Euro shams and accent pillow fabric: Carole Fabrics Vixen in raisin. Blinds: Hunter Douglas Country Woods 2" classic.
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2011 ENVISION DESIGN COMPETITON
BARBARA TABAK, DECORATING DEN INTERIORS FIRST PLACE, TOP TREATMENTS DESIGN CONCEPT The client was stuck. She wanted to create a home office for her husband that was comfortable and stylish, but after getting the walls painted a rich red and selecting a new black leather chair and ebonized desk, she was baffled on how to complete the room. The windows let in too much light and glare on the computer, the accessories didn’t look right and it just wasn’t coming together. That’s when Barbara Tabak stepped in. “The most noticable features in this small room were the corner windows,” Tabak said. “They had faux wood blinds on them, but they didn’t work with the mood the client was aiming for, and they didn’t do a good enough job of controlling the light for working on the computer.” Tabak felt another rich color was needed to balance the red and black scheme, so she introduced a warm neutral she calls nutmeg. She used it for the drapery and cornice fabric, and incorporated in into a decorative compass rose design painted onto the ceiling (not shown.) 52
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For the windows Tabak selected a faux suede, a fabric that suited the masculine setting, as well as being inherently light-blocking. The cornices were designed with a graphic nailhead pattern, introducing another rugged, yet stylish note to the room.
DETAILS
CREDITS: Designer: Barbara Tabak, Decorating Den Interiors, Harrisburg, Penn. Workroom: Anderson Fabrics, Blackduck, Minn. Installer: Decorating Den Interiors. Photography: Paul Emberger, Harrisburg, Penn. SOURCES: Drapery fabric: Kasmir Fabrics, Shaw in nutmeg. Nailheads: Rowley Company.
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MondayMay/30/11 11:54
2011 ENVISION DESIGN COMPETITON
MARY SUSAN BICICCHI, INTERIORS BY MARY SUSAN FIRST PLACE, WHOLE ROOM INTEGRATION DESIGN CONCEPT A Chicago condominium with a stunning birds-eye view of the John Hancock building was in serious need of redesign. It had been 20 years since the clients had first furnished the space and they wanted a lighter, more sophisticated look. Although the plan was to do a total rework, some key elements remained, most notably the crema marfil stone flooring, which served as an anchoring palette for the redesign. The rich creams and mineral colors of copper, bronze and gold from the floor were repeated in a pearlescent faux finish on the walls. The exsisting dining room set was refinished and reupholstered and places found throughout the combined space for their extensive collection of Waterford crystal. A large wool and silk rug defines the living room, picking up the color palette of cream and warm metallics. With new upholstery choices picked out and a few new pieces added, it was time to focus on the windows. “I wanted them to have a strong architectural presence,” Bicicchi said. “The clients were adamant that the view be maintained and I felt I could create panels that would frame the view and maintain the clean, stylish look we were aiming for. They would also add warmth to the rooms and soften all the existing hard surfaces.” The contractor and Bicicchi had numerous meetings on the challenge of preserving the wonderful view and Bicicchi convinced the contractor and the clients that the exsisting columns in the foyer (not shown) 54
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would provide a perfect reference for the design she had in mind. “The contractor did a wonderful job installing crown molding to accommodate my design. We ultimately made a hidden pocket behind the crown molding where we could mount our fabric “columns” and this further enhances the architectural presence my design concept required.” In another architecture reference, Bicicchi choose to do pencil pleats at the top, playing off the finger molding that is sometimes used in interiors. The pleats are about 8", matching the depth between the molding and the window frame. The silk panels are flannel lined to add weight and presencein the space. They work exactly as Bicicchi intended—framing the view, warming the interior and integrating the dining and living room spaces into a whole room.
DETAILS
CREDITS: Designer: Mary Susan Bicicchi, Interiors by Mary Susan, LaGrange, Ill. Workroom: Kathy Ellingson, Davis Design, Downers Grove, Ill. Installer: Rick LaDouceur, Custom Drapery Installation, Lisle, Ill. Photography: Nick Novelli, Novelli, Elgin, Ill. SOURCES: Drapery fabric: Fabricut silk dupioni in autumn. Flannel lining supplied by workroom.
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2011 ENVISION DESIGN COMPETITON
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Change DEBORAH GETTA, DESIGN RESOURCES, LLC FIRST PLACE, WONDERFUL WALLS DESIGN CONCEPT For an avid golfer who also wanted a full service commerical bar, Deborah Getta completely reworked the basement floor plan to provide ample seating, storage and display areas. Getta proposed a Z-shaped bar counter. This would provide additional counter seating and behind-the-bar storage, as well as creating architectural interest in an otherwise plain box of a room. In the bar’s back arches, Getta had mirrors etched with a golf scene, most clearly visible in the sink arch. Each arch was accented with colored rope lighting in the reveal to highlight the mirrored surface, while extra-thick glass shelving in the other arches adds another reflective surface. The arched sections and the front of the bar were all crafted out of honey birdseye maple with ebony cabinetry, reveals and molding.
DETAILS
CREDITS: Designer: Deborah Getta, Design Resources LLC, Hinsdale, Ill.
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WF-VISION.COM | MAY/JUNE 11 | 57
2011 ENVISION DESIGN COMPETITON
YASUE ISHIKAWA, RISA BRAIRE CO., LTD. SPECIAL AWARD, CREATIVITY DESIGN CONCEPT, SPECIALTY WINDOWS Formerly a waiting room, this space in a boutique hotel that specializes in weddings was redesigned to serve as a non-denominational ceremony hall. The requested concept was “Italy’s Lake Como” but with the exception of the three lighting alcoves on the ceiling, the space was a bland white box. Yasue Ishikawa decided to create the necessary architecture by custom-printing images of a Lake Como palazzo on sheers installed in front of huge gold-framed mirrors. The idea was that the bride, groom and guests would see themselves “in Lake Como” from their reflections in the mirrors through the printed sheer. “A critical step was finding the perfect photos to use,” Ishikawa said. “There are three section and I wanted to make sure the images worked proportionally in the room and as a trypich. The left and right images are actually the same, just reflected, to enhance the overall symmetry.” What Ishikawa hadn’t considered was the arched windows on the other side of the hall. It turned out to be a happy accident in that those windows align perfectly with the printed sheers, adding a three-dimensional effect to the installation that is most apparent when the room is used during the day while at night, the views of Lake Como are more evident. Besides of the wall design using the printed sheers and mirrors, sheer fabric canopies was installed in each section of the indented ceiling, adding an additional romantic touch to the room. Because the budget did not allow for chandeliers, Ishikawa made her own through the use of crystals and miniature spotlights. To further define the new room, she installed a banquette framed by two columns with gold-banded sheers draped from ceiling-mounted rods.
DETAILS
CREDITS: Designer: Yasue Ishikawa, Risa Braire Co., Ltd., Kobe, Japan. Workroom: Akiko Yamazaki, Risa Braire Co. Ltd. Installer: Toshitugu Goto, Proswork, Takarazuka, Japan. Photography: Katsumi Ohmoto, Suihoshoji Co., Ltd., Okayama, Japan. Contributing resource: Toma Construction Co. Ltd. SOURCES: Images: Istock Digital, Digital printing and printed sheer: Marutakakogyo Co., Ltd. Partition sheer: Christian Fischbacher. Banding fabric: Fujietextile Japan Canopy fabric: Sangetsu Co., Ltd. Renovation work: Tohma Building Co., Ltd.
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DESIGN CONCEPT, WHOLE ROOM INTEGRATION In this long, narrow hotel room, Ishikawa was confronted with two small and awkwardly placed windows, along with a cornice box that ran the entire length of the room. Because this was for a showcase installation, it wasn’t possible to remove this strange feature, so she needed to work with it. The overall theme of room, part of the first-ever designer showcase held by the Japan chapter of IFDA, is based on water and reflection. The hotel is on Osaka’s harbor and Ishikawa’s 14th floor room had a spectacular water view. She had custom wallpaper and fabrics printed using an image of one of Bernini’s angel statues from the Ponte Sant'Angelo in Rome. She created deeply arched cornices to provide some movement along the long wall and echoed this on the other window wall to balance and disguise the odd window placement. As the undertreatment she specified white leather covered horizontal blinds, one of the subtle hints of rigidity in an otherwise soft, flowing atmosphere. The final accent of the top treatment is a glass flower sewn at the tip of the arched top treatment. The cornice and panels are a linen-like fabric, accented with silver welting, the same used on the slipcovered chairs and neckroll pillows.
DETAILS
CREDITS: Designer: Yasue Ishikawa, Risa Braire Co., Ltd., Kobe, Japan. Workroom and installer: Akiko Yamazaki, Risa Braire Co. Ltd. Photography: Jiro Fujiwara, Towanoei LLC, Osaka, Japan. Contributing resource: Norihiko Yamawaki, YNF Co., Ltd. SOURCES: Images: Istock. Digital printed wallcovering: Sangetsu Co., Ltd. Other wallcoverings: Sangetsu Co., Ltd., SG5641. Top treatment and drapery fabric: Sangetsu Co., Ltd. CK9364, and UP6002. Lounge chair and stool pholstery fabric: Manas Trading Inc., Arkona velvet. Digitally printed fabrics: Sangetsu Co., Ltd. Molding and casing: Mihashi Co., Ltd. Horizontal blind: Toso Co., Ltd in lizard white. Renovation work: Norihiko Yamawaki, YNF Co., Ltd.
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2011 ENVISION DESIGN COMPETITON
TIFFANY CASSIDY, LAGNAPPE DESIGNER’S DEBUT DESIGN CONCEPT A new homeowner was in the final stages of a total renovation when he contacted Tiffany Cassidy. The home, which sleeps 14, would be a place for friends and family to gather together and enjoy the beautiful Caribbean water and beaches. ”The request was to help complete the great room—keep it casual, comfortable and simple,” said Cassidy. “Then he added a couple more points: Make sure to include plenty of seating, but there also needs to be open space for the kids to play, people to set down their beach bags, etc. And whatever you do, don’t cover the view!” When Cassidy took a look, she realized there were several issues: Coral stone columns were oddly placed along the window wall, and low-profile air conditioning units had been installed over some of the windows. So that meant any type of cornice or top treatment to frame the windows was out of the question. Other givens included the pale yellow wal and the large blue sectional sofa. “I’ve always loved the classic combination of blue, white and yellow,” said Cassidy. “And with that in mind, these classic Waverly patterns seemed to be a perfect fit.” Because she couldn’t visually lengthen the windows with a top treatment, Cassidy used the stripe to add a bit of vertical interest, and accented the ring-hung stationary panels with a cuff in the coordinating coral pattern. She also suggested that an arm chair and ottoman be upholstered in the same print in order to break up an ocean of blue upholstery. With the small pieces that were left over she created a couple of throw pillows for the sectional. “Design is a bit of a balancing act between asthetic appeal, function and budget,” said Cassidy. ”The client was coming to the end of a long renovation, so the bottom line for this aspect was a concern, but we all agreed that the results perfectly fulfilled all my client’s requests, and then some!” Cassidy celebrated her 5th year in business this past spring, born out of a need she recoginized for custom home furnishings, even though getting supplies on the islands can sometimes be difficult. “I keep up with all product knowledge and information I can,” Cassidy said. The VISION shows each spring have been an amazing resource both in terms of education and resources, and of course, the response from my local community has been amazing.”
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DETAILS
CREDITS: Designer: Tiffany Cassidy, Lagnappe, St. Thomas, V.I. Workroom: Tiffany Cassidy, Lagnappe. Installer: Bill Tynan Services, St. Thomas, V.I. Photography: Tiffany Cassidy. Contributing resource: Island Empire SOURCES: All Decorative fabrics: Waverly. Drapery hardware: Kirsch. Upholstered furniture: Lee Industries
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Product
ANN WALLACE
BALL CHAIN MANUFACTURING
Roller Shade Pulls from Ann Wallace
New, vintage-style metal roller shade pulls in classic ring and back plate design. 1 1/2" ring, 7/8" back plate in brass, antique brass and nickel. Please visit annwwallace. com/RollerShadePulls.html, call 213/614-1757 or e-mail: info@annwallace.com.
CALHOOK
HT WINDOW FASHIONS
CALHOOK has all the right hangers, fixtures, and racks for fabric samples. Wall systems and Max-Space™ floor displays make the best use of your available space and help manage samples efficiently. CALHOOK also supplies a full line of pointof-purchase supplies and equipment for retailers. Call for a free catalog: 800/422-4665 or visit us online at calhook.com.
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Ball Chain Mfg. is the largest manufacturer of ball chain in the world, and our chain has proudly been made in the USA since 1938. Leading blind and shade manufacturers specify Ball Chain Mfg. products because they know our chain delivers the precision pitch, flexibility and specifications needed to work faultlessly in their sprocket and clutch systems. With us, and only us, you get chain made totally in the USA with quality that is second to none. Contact us for info on all of our new finishes and services such as endless loops and packaging. Visit us at www.ballchain.com, call 914/664-7500, or e-mail contact@ballchain.com.
HT WINDOW FASHIONS
HT Cellular Shades New—Cordless Plus HT window fashions® introduces Cordless Plus, a new cordless shade. Building on the success of the HT durable cordless system, Cordless Plus offers more options for light control, privacy, ease of operation and more visibility than regular cordless. It rises like a motorized shade, by simply tugging the tassel. You can stop it at the desired location by tugging the tassel again. It adds another dimensionto a safe and beautiful shade.
“EVERYTHING CELLULAR” HT Cellular Shades “See it work” at www.htwfonline.com/cordlessPlusVideo.html “new” - Cordless Plus Call 800/879-9512 for more information.
HT window fashions® introduces Cordless Plus, a new cordless shade. Building on the success of HT durable cordless system, Cordless Plus offers more options for light control, privacy, ease of operation and more visibility than regular cordless. It rises like motorized shade, by simply tugging the tassel. You can stop it at the desired location by tugging the tassel again. It adds another dimension to a safe and beautiful shade.
Product
ONA DRAPERY HARDWARE Ona Drapery Hardware Company is your source for custom made drapery hardware. From contemporary to traditional, we offer an extensive selection of styles and finishes. We manufacture every rod set to order using only premium heavy gauge steel, wrought iron, crystal and more. Custom curving is available for all rod profiles. Be sure to look at our new ONAVERSE™ Iron Traverse Rod and colorful new ONALUX™ Finials.We pride ourselves on quality workmanship, timely delivery and customer satisfaction. Select Ona Drapery Hardware and order with confidence. For a free catalog please call 800/231-4025 or visit our website at www.onadrapery.com.
WOODMART WoodMart is a fully integrated manufacturer—from rough milling through finishing and packaging. Louver sizes range from 1" to 5". Visit us at Woodmart.com or call 818/785-1528.
PROGRESSIVE SHUTTERS U.S.-based manufacturer, wholesaler and distributor of solid wood shutter and shutter components. We are well established globally and well recognized in the industry for high quality products, reliability, fast delivery and pricing that’s right for your bottom line. We provide a full service solution for your shutter business, offering shutter components of 100 percent basswood available in pre-primed, top coat, stained and sandblasted finishes. Call 888/807-6867 or visit us online at ProgressiveShutters.com, e-mail info@progressiveshutters.com.
WOODMART Exterior Shutters by WoodMart. Made from Incense Cedar. Available in a quick ship standard design with three louver options and/ or raised panels. We also manufacture custom exterior shutters with a variety of louver sizes, board and batten or Bahama Style. Visit us at Woodmart.com or call 818/785-1528.
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What’s NEW DESIGNS FROM NEOCON AND NEW YORK DESIGN WEEK: In our next issue we’ll feature great new designs from NeoCon and the everexpanding New York Design Week, such as this colorful new applique fabric from Carnegie. Part of the Xorel line of performance textiles, Pixie is suitable for upholstery, wallcovering, panel tracks and roller shades.
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