Winter 2009 - ASID Los Angeles Chapter

Transcription

Purity In Design
Becomes a Fixture
In Interior Elegance
Page 5
WINTER 2009
In this Issue:
MEMBERS’ NEWS
Special Reports
THE NEW ECONOMY
Figuring Out What Lies Ahead
Special Products
Reports from the Board
Students’ Activities
Green Designs
Environmentally hand-crafted
in Los Angeles
I wanted passion.
I found it at Ferguson.
FÉTETM ENTERTAINMENT SINK WITH SIMPLICETM FAUCET
You can relate. As a designer, your passion is one of the reasons your clients trust you to beautify their homes. At
Ferguson, we showcase the world’s finest bath and kitchen products – things so beautiful, it’s easy to be passionate
about them. That means outstanding customer service. And unrivaled product knowledge. Between our passion and
yours, we make a great team.
© 2008 Ferguson
Our Showroom is Your ShowroomSM
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WOODLAND HILLS:
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SANTA MONICA:
2218 BROADWAY
(310) 829-3371
APPLIANCES
PASSIONATE PEOPLE
FAUCETS
LIGHTING
WWW.FERGUSON.COM/DESIGNER
Proud Members of the American Society of Interior Designers.
OUTDOOR
GRILLS
PRESIDENT’S MESSAGE
CA LOS ANGELES
I
am honored to lead
this amazing chapter
into a year of bonding
and working together to
find alternative solutions
for creating awareness of
us as designers, industry
partners, students, and most of all, the ASID
brand.
2009 is the year of creative thinking in
business. We are working together with our
editorial friends providing ways to maximize
our exposure to the general public. We need to
give back to our members through promotion,
get our designers’ work published in all the
relevant trades and provide opportunities for
exposure to our Industry Partners.
We recently launched our new website,
which provides our members with tools we
have never had before. Take some time and
really look at it. It’s a great utensil for you
and your business. I am sure you have noticed
our quarterly newsletter publication is bigger
and better than ever. We want to hear from
you, write an article, take advantage of this
great opportunity to share with your fellow
members. We are designing a terrific, modern
trade show booth for ASIDLA that we will
utilize at industry events to showcase to the
public who we are as professionals.
We had our first membership meeting
of 2009 on January 28. I want to thank our
Industry Partner host, Innovative Theatres,
and our dynamic speaker, Lloyd Princeton,
Industry Partner ASID, I would also like to
thank Los Angeles Magazine for presenting
a great opportunity for advertising to our
members at the meeting, please take a look at
those tremendous opportunities available. It
was a great meeting, check out the ASID LA
calendar for future membership meetings and
other upcoming events.
As one of the largest chapters in the country
we have an obligation to ASID and ourselves
to be the trendsetters, to set the goals for the
future of our industry. So, be a participant,
join a committee and become part of the
leadership of tomorrow. n
Have a great year!
EXAM
DATES AND
APPLICATION
DEADLINES
APRIL 3-4, 2009
SPRING 2009 NCIDQ EXAMINATION
June 10, 2009
NCIDQ APPLICATION DEADLINE
(for first-time applicants only) for the
Fall 2009 Examination (All supporting
documents must be received by this date)
August 2, 2009
at Midnight ET
Fall 2009 Registration
Deadline
August 16, 2009
at Midnight ET
Fall 2009 Late Registration
Deadline
October 2-3, 2009
Kristin King, ASID
LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
Fall 2009 NCIDQ Examination
Fine Faucets Kitchen
and Bath Showcase
F
By Lalaena Gonzalez-Figueroa
or years, big-name home improvement
stores have marketed themselves as the
ideal spot for design professionals and
consumers alike to purchase supplies and seek
specialized expert advice. The caveat: there’s
a noticeable difference between a branding
slogan and a real-time experience in one of
these mass merchandisers’ supply warehouses.
At Fine Faucets, the emphasis is on exceptional
customer service for professionals in the
building and remodeling industries, as well as
their clients. With an impressive inventory of
decorative plumbing fixtures and hardware,
Fine Faucets is poised to become one of the
area’s most trusted resources for residential
and commercial designers and contractors.
Formed in 2004, Fine Faucets is a division
a Southern California-based firm which has
proudly served wholesale customers for 75
years. “Even though we had an extensive
inventory of decorative plumbing, our
contractors and designers wanted to be able
to send their clients to a showroom to see
the product. We are now able to handle their
projects from top to bottom,” says Mincieli.
The benefits to this one-stop-shopping
experience are immeasurable. “We really
pride ourselves on ensuring that, when we’re
working directly with the homeowner, we’re
making them feel comfortable throughout the
process,” explains Mincieli. “The experience
can be overwhelming for consumers, but we’ve
implemented systems to make it as easy as
possible.” Fine Faucets typically assigns one
salesperson to a project, ensuring that the
designer’s and clients’ needs are met from
start to finish. They also maintain ongoing
communication with both the designer and
contractor, so that they can guide customers to
the products that will work with their specific
projects. Sales representatives often visit job
sites as well. “We want to see the project, get a
sense for ourselves so that we can offer the best
assistance in selecting the right products,” says
Mincieli.
Fine Faucets features products from triedand-true brands including Toto, Grohe, Duravit,
Porcher, Hansgrohe, Blanco and many more.
They also feature one-of-a-kind artistic pieces
such as sinks crafted in stone, copper and hand
blown glass. The Valencia showroom offers a
“green” section, where customers may peruse
high-efficiency toilets, water-saving faucets,
and decorative vessel sinks and lavatories
made from recycled materials. The company’s
objective, says Mincieli, is to stay current on
green developments, and to educate consumers
on the end benefits available to them.
In addition to their San Juan Capistrano and
Valencia showrooms, Fine Faucets consultants
will gladly bring finish samples and displays to a
designers home or office. “We understand how
difficult it can be to visit multiple showrooms
during a project so we do our best to bring the
showroom to you”.
On the horizon are plans for new showrooms,
and an expansion into the decorative lighting
market, but the focus will always remain
on achieving client satisfaction. “Making
homeowners feel comfortable is an extremely
important part of our business, but we also strive
to let designers feel confident that their job will
be completed in a timely, organized fashion,”
says Mincieli. “We have built our business
primarily on repeat and referral business, which
we see as a testament to the quality of service
and care that we offer to our customers. We look
forward to continuing to build relationships with
designers and contractors throughout Southern
California.” n
Fine Faucets Kitchen and Bath Showcase www.FineFaucets.com
Valencia ShowroomSan Juan Capistrano Showroom
28323 Kelly Johnson Parkway
32107 Alipaz St
Valencia, CA 91355
San Juan Capistrano, CA 92675
661-257-3110
949-493-BATH (2284)
LADESIGN | WINTER 2009 Volume 2, Number 1
WINTER 2009
CA LOS ANGELES
30
DEPARTMENTS
PRESIDENT’S MESSAGE
EDITOR’S NOTES
CALENDAR OF EVENTS
INDUSTRY PARTNER REPORT
CEUs IN THE NEWS
BOARD REPORTS
LEGAL COUNSEL
STUDENT HAPPENINGS
AGING IN PLACE
4
8
14
16
33
40
42
44
50
12
41
20
22
26
38
24
C
M
Y
FEATURES FOR WINTER
10
18
22
24
30
32
52
CM
MY
CY
PRODUCTS & INNOVATIONS Several
new lines of innovative furniture being
launched this year.
CMY
K
RON’S
CORNER
A
welcomed
celebration of the Lawendas and the
Kneedler Fauchére they created.
INSPIRATIONS & FAVORITE SPACES
Excellence in Design Winners give
us a look at where they draw their
inspirations and ideas.
TECHNOLOGY
Several members
report on their success with digital
technology and the Internet to further
their business... and yours.
28
15
23
32
27
OUTLOOK
Walton E. Brown, Hon.
FASID demonstrates an interesting
perspective on the current economic
situation and its impact.
18
10
54
EVENTS & GATHERINGS Catch-up on
all the social activities held and being
hosted by and for the Chapter.
THE
GREEN
SECTION
Gardens
and closets go green with great
information for your projects.
30
32
Natural Beauty At Its Best
EDITOR’S NOTES
CA LOS ANGELES
W
ell, here it is, the FINANCIAL
TIMES issue... never have we had
such an overwhelming response
in our Quarterly forum to the state of our
industry than this issue. We all are
concerned, and what better place to
share ideas, get inspired, learn a little
and find ways to better weather the
storm than with the experiences we
share. If you find yourself with a little
extra time on your hands, there is so
much you can do with it! Inside our
magazine there are scores of suggestions for
ways to catch up on things, practice a new
skill and focus on the positive. You might
even come across an interesting article
idea. Join us in our network of ideas, and I
am confident you will find many paths from
which to chose. In the meantime, if you
haven’t already, the website is offering many
ways to add to your self-promotion, too. It has
been a huge hit with clients, and enjoyed a
remarkable amount of activity.
For those of you looking for a practical
way to reach out to your clients with
advertising, let me remind you that this
Quarterly is a very economical, and efficient
way to reach our entire Chapter and beyond.
Call the Chapter office to find out just how
far your dollar stretches when you support the
Chapter through LADESIGN. n
Brad Haan, Industry Partner ASID
Editor in Chief, LADESIGN
ARE YOU CONNECTED?
Please check your information, so that we can reach out to you. If you haven’t been
getting our NewsBriefs, it’s because your information is not on file at the office.
E-MAIL
Are you receiving notices from “asidoffice@asidla.org” If not and you want to, check
your spam blocker! And check your e-mail address at ASID.ORG.
FAX
We will be sending a fax blast on March 1 through 3. If you do not receive a fax and
would like to be included on our fax blast list, please update your fax information at
our office. We encourage you to opt for all info to be communicated via e-mail and this
option should only be used for those who rely on faxing as their main form of gathering
information.
UPDATE YOUR INFO!
PLEASE CHECK YOUR CONTACT INFO AT ASID.ORG
If they don’t know it, we don’t know it!
WINTER 2009 ISSUE
Communications Director
Lloyd Princeton
Editor in Chief Brad Haan
Publication Design Brad Haan
Associate Editor Steven Ho
Contributing Writers
Walton E. Brown Hon. FASID
Catherine Chang President, ASID UCLA
Extension Student Chapter
Deborah J. Davis ASID, Past President
Tony Estrada Industry Partner
Krista Everage ASID
Eddy S. Feldman Chapter Counsel
Katherine Fern ASID, IIDA, IDEC
Ron Fields ASID, Former President
Nina Hiken Student ASID
Bette Hornstein ASID, Industry Partner
Sean Kim Allied ASID
Henry Koelsch Industry Partner
Helene Lotto Allied ASID
ASID-LA Membership Director
Deric Schmidt Allied ASID, Industry Partner
Bobbi Tone ASID
Kay Wade, Industry Partner
Allison Walker Allied ASID
Advertising Sales Mike Watt
DSA Publications
972-747-7866 x307
PUBLISHED BY
DSA Publishing and Design, Inc
Duff Tussing, Publisher
Art Director Dawn Lyon
If you have a new product, innovation or
some professional tips for our
chapter, please submit them to
The Quarterly at asidoffice@asidla.org.
We look forward to your submissions!
LADESIGN Quarterly is a publication of the American
Society of Interior Designers, Los Angeles Chapter.
More than 1,700 designers, industry partners and
students are members making us one of the largest
chapters in the country. The views and opinions
expressed in the LADESIGN Quarterly are not
necessarily those of the ASID Los Angeles Chapter.
Please feel free to comment on features and articles
by sending your thoughts to the Editor via the ASIDLA Chapter Office.
©2008 ASID Los Angeles Chapter
8687 Melrose Avenue, Suite B241
West Hollywood, CA 90069-5701
310-659-4716 FAX 310-659-9189
www.asidla.org • asidoffice@asidla.org
INDUSTRY
PARTNER
TO T H E T R A D E
Magnificent Gardens, Breathtaking Creations
O U R N E W S H O W R O O M L O C AT I O N
Represented by Kneedler|Fauchére
5939 Rodeo Road (at Jefferson), Los Angeles, CA 90016
ph (310) 838-4262
Los Angeles
San Diego
fx (310) 838-4406
San Francisco
w w w. o r c h i d s d e o r o . c o m
PRODUCTS &INNOVATIONS
CA LOS ANGELES
Bausman & Co.
Commences 2009 with
The Farmhouse Collection –
Furniture Inpired by the
American Craftsman.
The Farmhouse Collection preserves the rich tradition and age-old craftsmanship of American
furniture, rooted in timeless, elegant designs and heritage. Taking their cue from provincial 18th
and 19th century America and Europe, The Farmhouse Collection has adapted period styles
to also accommodate the needs of contemporary homeowners. Each piece is made to order and
built from solid woods.
Using time-honored methods, the enduring quality of each Farmhouse Collection piece is
enhanced by gesso, paint and stain finishes. Broad selections of motifs are also available. All of
the artists are formally trained to adapt custom-finish colorations and designs from fabric, paint,
and wall coverings. Because each piece is made to order, the Collection is also well suited for
customizing.
The Farmhouse Collection, a family owned and operated business, is committed to making
these high-quality, one-of-a kind pieces that will endure for many generations to come. Every
piece built is personally signed, dated, and comes with a bronze numbered plaque to ensure its
authenticity. As such, every piece of furniture, hand-crafted in Idaho by American artisans, is
destined to become tomorrow’s valued antique. To learn more, visit www.farmhousecollection.
com and the Bausman & Co. Showroom on La Cienega. n
10
THE FINEST ARCHITECTURAL WOOD CARVINGS IN THE WORLD
®
8 0 0 - 7 4 5 - 5 5 0 7 • w w w. e n ke b o l l . c o m
Designer: Savage Designer Cabinets,
Rockin, CA
Photographer: Bob Towery
PRODUCTS &INNOVATIONS
CA LOS ANGELES
M AKE YOUR M OTHER [EARTH] P ROUD!
Emily Dickens
Design Consultant, The Sofa Company, Santa Monica
B
amboo is a front-runner right now in
“Green” creations, and it’s easy to love.
Bamboo is beautiful, takes stain wonderfully, and is one of the strongest
construction materials available. What really makes bamboo ideal is its sustainability.
Most hardwoods need to grow for decades before they are ready to harvest: bamboo
is ready in about five. Not only that, but when bamboo is cut, it re-grows new stalks.
Deforestation could finally have met its match. Because of how readily available
bamboo is, it’s extremely affordable. Now, you can ease your conscience and your
wallet at the same time!
Two new styles to watch out for at The Sofa Company are “Envi” and “Bam
Bam.” The Envy is our favorite new low profile style. Envy has a tight back, thin arms,
and isn’t too deep for your smaller spaces. Envi has bamboo panels on both sides,
adding a simple accessory to an already awesome style. If you have more room,
consider the Bam Bam. Bam Bam can be a sofa or sectional and has built-in, low
bamboo side tables and a bamboo base trim. We brought it to the TableTops event
this past year for the Guest Lounge. These contemporary and sleek tables save space
and trees! Super sophisticated, this style is an instant update to your décor.
We also have shelves, end tables, and coffee tables made out of bamboo.
We’re exploring multi-tonal designs: combining light and dark stains on bamboo
makes a beautiful impact! Bamboo has been
used in furniture longer than most woods,
and we’re excited to continue its tradition in
a very contemporary way. You can find most
of our bamboo products on our website,
www.thesofaco.com . n
12
Winner of the industry’s
most prestigious honor
—
CEDIA/AIA
Award for
Best Home Theater
Architecture
High Tech with Style
Custom
Installations
for over
27 years!
Combine your design talent with our audio/video expertise. Our goal is to
deliver a home entertainment experience that exceeds the client’s expectations.
Intense training, superior certification programs and high standards make our
engineers, technicians and installers the best in the business! Join the satisfied
designers who are finding in Just One Touch the solution they were looking for.
#1 Top
Custom
Retailer in
California
5 years
in a row!
• Home Theater
Components &
Design
• Whole House
Automation &
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• Distributed Audio
• New Construction
Pre-wiring
We put the technology of tomorrow into your client’s hands today!
• Lighting Control
Call Joseph today to schedule your personalized tour of our Santa Monica
Custom Showroom and our state-of-the-art Just One Touch Model Home and
learn more about how we can serve you and your clients.
• Networking
• Heating/Cooling
• Security
Ask about our Partnership Incentive Program
exclusively for the trade.
®
C E R T I F I E D
D E A L E R
INDUSTRY
PARTNER
1411 Wilshire Boulevard • Santa Monica, CA 90403
Tel. 310.899.2929 • www.justonetouch.tv
CALENDAR
CA LOS ANGELES
COMING ATTRACTIONS!
S AV E T H E D AT E S
Pacific
Design
Center
Tuesday, April 7th, California State University at Northridge, 11 am - 3 pm.
Sixty Industry Partner Exhibitors, Catered Lunch, Informative Industry
Lectures and Presentations. Industry Partner Meeting following the event.
presents
Thursday, April 23th, Membership Meeting and Tour of Enkeboll’s
headquarters. Join us for a world-class look into this premiere Industry
Partner’s principal facility. Refreshments will be served.
WESTWEEK
2009
The Business of
Design
Sponsored by Architectural Digest
Thursday, May 14th, Mid-year Board Meeting and Membership Meeting,
Starting at 4 pm. Join us for an evening of Ferguson’s famed hospitality
at their Woodland Hills showroom for a presentation of “Lighting and Our
New Technologies – Everything Clean, Green & Bright.”
Wednesday, March 25 and Thursday,
March 26, 2009, the PDC is welcoming all
design professionals and trade journalists.
WESTWEEK again follows with Student Day
on Friday, March 27.
WINTER C ALENDAR 2009
MARCH
7 Sat. - ASID Student Career Day , LA
Mart, 1933 S. Broadway, Los Angeles
90007, 8 A.M. to 4:30 P.M. $30 for student
members, $35 for nonmembers. $40 at door.
Continental breakfast, lunch & free parking.
Speakers, business celebrities, discussions
and networking with professionals. For
information call 626.799.9019, 213.309.6805
or 818.242.0952.
12 Thu. - ASID-LA Board Meeting: 4 to 6
p.m. in the Pacific Design Center Conference
Room, Suite B-259. Open to all members.
25 Wed – 26 Thu. - WESTWEEK 2009 at
the Pacific Design Center. 9 A.M. to 5 P.M.
Watch your email for more information. Call
310.657.0800 for details.
9 Thu. - ASID-LA Board Meeting: 4 to 6
p.m. in the Pacific Design Center Conference
Room, Suite B-259. Open to all members.
27 Fri. - Student Day at WESTWEEK 2009
at the Pacific Design Center. 9 A.M. to 5 P.M.
Watch your email for more information. Call
310.657.0800 for details.
23 Thu. - Membership Meeting: 4 to 6 p.m.
at ENKEBOLL’s Carson Showroom. Open to
all members.
30 Mon. - Deadline for submissons for ASID
LA’s 2009 Home Tour. Email the office or call
310.659.4716
MAY
14 Thu. - ASID-LA Board Meeting: 4 to
6 p.m. at FERGUSON’S Woodland Hills
Showroom. Open to all members.
APRIL
18 Wed. - ASID-LA Industry Partner Forum
Meeting. Location to be announced. Join
with your fellow Industry Partner members
and share ideas. All members welcome.
7 Tue. - TableTops at CS NORTHRIDGE
and the ASID-LA Industry Partner Forum
Meeting. Join with your fellow Industry
Partner members and share ideas for the new
year. All members welcome.
20 Wed. - ASID-LA Industry Partner Forum
Meeting. Join with your fellow Industry
Partner members and share ideas for the new
year. All members welcome.
Please note, for the most comprehensive and up to date information concerning ASID CA Los Angeles Chapter activities,
visit the “Events and Information” section of www.asidla.org.
14
Zebras cross a small stream in Kenya from 175 feet.
BRINGING YOU THE MOST
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Experience a vast selection of porcelain, glass, ceramics and natural
stone that will truly elevate any design. At Arizona Tile, there’s a
world of surfaces waiting to be explored. Through our exclusive
relationships with select quarries and suppliers, you will discover
stunning surfaces you won’t find anywhere else on Earth.
Angelica French travertine pattern from Arizona Tile.
For all showroom locations including our Anaheim, Mission Viejo,
and Van Nuys showrooms and a look at our complete collection,
visit www.arizonatile.com.
A View from the Blue
by Your Administrative Director
L
et me introduce myself. My name is Will
Myers, and I have the distinct honor of
being the sole occupant of the Los Angeles
ASID chapter office, suite 241, in the Pacific
Design Center’s Blue Whale. All day. Let me tell
you, my day definitely improves when one of you
calls or emails me with a question or stops by
to say “hi.”
I’m here if you have questions about your
membership or resources that ASID provides. Get
in touch. The phone number is 310.659.4716. If
I’m on a call with another member, the phone
goes to voice mail. Just leave a message and
I’ll get back to you asap. If possible, ask your
question in the message so I can research it
before I call you back.
Or, email your question to asidoffice@asidla.
org. I can zap you an answer by email faster
than I can pick up a phone and say “ASIDLA.”
Also, don’t forget that there’s a lot of
information available at the national ASID
website, asid.org, and at our wonderful new L.A.
website, asidla.org. Those sites can be kind of
confusing the first time you visit them, so feel
free to call me and I’ll guide you through.
It’s another good idea to log in to asid.org
and make sure your contact information is up
to date. All the communications from this office
use the address, phone number and email in
the national database. If you have any trouble
updating your information, call me.
Besides talking to members, I get a lot of calls
from people who want to hire an interior designer.
Many of them ask for recommendations, and I
tell them you are all as good as it gets, so they
should browse the Find a Designer feature on
our website. (If your profile’s not on the website
yet, call me about that, too.)
I also get a lot of calls asking whether a
particular person they are thinking of hiring is
an ASID member. They tell me that the word is
out that our members are more qualified and
more “ethical” than non-ASID designers. So be
sure your business cards, letterhead, brochures
and email signatures include your affiliation.
The public is watching for it. Print either “Joan
Jones, ASID” or “John Jones, Allied Member
ASID or Jane Jones, Student Member ASID.”
Industry Partners, you should do it too: Jean
Jones, Industry Partner, ASID.
I hope I’ll talk to you soon. Oh. And one
more thing. PLEASE DON’T DELETE ME! I send
frequent emails with calendar listings and event
information. Please make sure your spam filter
allows emails from asidoffice@asidla.org. n
15
INDUSTRY PARTNER REPORT
CA LOS ANGELES
Facing Challenges Can
Bring Unexpected
Perspectives and
Wonderful Results!
A
s I write this, we are all hoping that our
financial institutions will soon be on
the mend and the stock market will be
recovering. The elections are now history, the
holidays are over and slowly consumers may
begin to rekindle a positive attitude. That said,
we have to use everything within our power
to maintain a positive and forward-thinking
attitude. Forecasts indicate that 2009 will be
a tough year economically. Even in the worst of
times, the next phone call or email may present
a profitable opportunity. There is a national
trend to stay home. We will make their homes
more useful and of course, more beautiful!
“Our diversity is our strength” An interesting
statement. It applies to so many things: our
nation, our relationships, our business and
the ASID organization. As always, I seek to
write about a topic that is uplifting, helpful,
motivating and useful to all Industry Partners,
moving their skills incrementally closer to better
service to the design community.
I don’t have to look far to see how diversity
has effected my life. The ten people closest
to me are Latino, African American, Asian
and Caucasian. I’m fortunate to have such a
“melting pot” of experiences and points-of-view
influencing my life.
At work my colleagues, clients, potential
clients, suppliers, and others challenge me
daily to broaden my thinking. These people also
come from all walks of life and many different
cultures. What would we do without input from
others? I would do the same old things that are
comfortable and stay in my rut.
I think the best contribution to the success
of our clients is a wide and increasing level of
knowledge. Not only about our products and
services, but about the minor details that can
mean success or failure. All Industry Partners
are in a position to share the knowledge
we’ve gleaned from years of dealing with a
myriad of clients. If we successfully use that
knowledge, we will better serve our clients,
old and new. As we all know, the more ideas
and knowledge we have at our disposal, the
better we can best pinpoint the products and
services best for the situation.
In 2008 we worked to find unique (for us)
marketing ideas to get more people into the
gallery. For example we had an event featuring
artwork from a small group of celebrities. ALL
the proceeds of the event went to charity. The
charities handled the payments, marketing
and organization. The refreshments were
donated as was the bartender’s time. Our
goal was to get both new and “qualified”
people into the gallery, using the event as
a vehicle. We were successful. Not only did
friends of the celebrities attend but also
members the charities, their friends and the
press. It helps to have the Paparazzi taking
pictures of celebrities walking in the door. n
Henry Koelsch
Hamilton-Selway Fine Art
www.hamiltonselway.com
310-657-1711
Industry Partners! Would you like to network
with other Industry Partners? Would you like
the opportunity to learn about a profitable
business opportunity? (Please check the
ASID-LA website to confirm time and
location!)
Monthly Industry Partner Meeting:
Pacific Design Center Conference Room B259
3rd Wednesday of each month
Noon – 1PM
Remember to bring your Business Cards! Get
involved, it’s fun!
IP + ASID = Increased Return on
Investment…
16
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17
RON’S CORNER
CA LOS ANGELES
“Two One-of-a-Kinds”
THE LAWENDAS/KNEEDLE
by Ron Fields, ASID www.ronfieldsdesigns.com
Past President ASID 1980 & 1981, Los Angeles ASID Historian
It is my privilege to be honoring Dorothy
Kneedler Lawenda, who passed away back in
December 2008, and her husband and partner
Harry Lawenda and their now 60 year old
business, that being Kneedler-Fauchére.
B
esides my own contact with the
Lawendas, and “Kneedler” (As a
young designer, I placed a Jack Lenor
Larsen textile from KF for my very first design
project in 1970), I thank my friend Wendy
Kneedler-Senior for filling-in with a plethora of
information about her mother, Harry, her sister
Ann and so much of what took place in their
lives and business, going back to when Dorothy
was a young girl growing up in the affluent East
Bay [San Francisco] neighborhood of Mount
Diablo.
Wendy, “Mom was San Francisco native,
who came from a privileged background. She
was raised by her adoptive parents, greatuncle Napoleon Bonaparte Douglass and his
wife great-aunt Etta, who traveled the world
with steamer trunks on big ships.” Wendy told
the San Francisco Chronicle, “Aunt Emma told
me that my Mother was a doted-on young
lady who had the best of everything. She
came from a bygone era of style and privilege
dressed in taffeta, hats and with parasols.”
18
Dorothy attended the Anna-Head School in
Berkeley (now Head-Royce School in Oakland)
and the Cora L. Williams Institute of Creative
Development in Berkeley.
Dorothy married Edgar Kneedler in 1938 in
the Swedenborgian Church in San Francisco.
They honeymooned in the Philippines and
remained there with Edgar managing his
father’s luxury Bayview Park Hotel. When
World War II broke out, they shifted from luxury
living to being placed along with their young
daughter Ann at the Santo Tomas Japanese
internment camp in Manila and endured brutal
concentration camp conditions. It is both ironic
and so sad that at this same time, we here in
the USA/California were interring innocent
Japanese in our “camps”.
During the war Dorothy met Lucienne
Fauchére, a young Frenchwoman. In 1945
the Kneedlers were repatriated to the United
States. She and her husband divorced.
Back in San Francisco she and partner
Fauchére started their business importing silk,
hemp and grasscloth from the Philippines and
wallcoverings from Japan. Kneedler Fauchére
Imports known to the trade as KFI continues
to be a leader in imported grasscloths and
woven wallcoverings. As the firm was growing,
“Dorothy had so many fantastic, creative
ideas,” said John McGuire, 89, who founded
McGuire Furniture in postwar San Francisco.
McGuire said to the San Francisco Chronicle,
“Dorothy was very wise, very competent, very
smart, she built that little wallpaper stall into
Kneedler-Fauchére.”
Enter a young designer, Harry Lawenda who
had just graduated from the prestigious New
York Parsons School of Design. He joined the
firm in 1949. Wendy told me, “Then Harry and
Mom fell-in-love and married one year later.”
When Fauchére left the firm, Harry became
Dorothy’s partner in marriage and business.
As this budding San Francisco firm grew,
Dorothy, John McGuire and others developed
– from empty warehouses – the “Jackson
Square” district complete with New Orleanslike street lamps and such. Their efforts caused
it to become the first neighborhood of antique
shops and decorator showrooms to have its
own sense of place here in California. “Dorothy
really discovered the empty warehouse
buildings on Jackson Street”, McGuire said.
“Without any question or doubt, she conceived
the whole thing and made it happen,” he said of
what became the Jackson Square district. “We
were just lucky she dragged us along.”
It was in those early years that Kneedler
began to represent lines of furniture, fabrics,
wallcoverings and lighting – a relatively new
concept of the time. They were the first multiline showroom. Like moths to the flame, many
of the artisans, manufacturers, and textile
A 1958 automobile advertisement featuring the new
San Francisco Headquarters in Jackson Square.
people who later became household names
in our industry have been represented by the
Lawendas and remain so today. Some include
Jack Lenor Larsen, Angelo Donghia/Donghia,
Kittinger, the great furniture maker Sam Maloof
(see Ron’s Corner November 2004 “Sam Maloof
– Beyond Furniture”), Grey Watkins, Boyd
Lighting, Charles Pollock, Clarence House, Yale
Burge, Calvin Fabrics, Wicker Works, Edelman
Leather, Conrad Imports, Gretchen Bellinger, Silk
Dynasty, Reed Bros., David Isreal’s Trouvailles,
J.F. Chen, Palmer Hargrave, Bergamo. Harry
Lawenda at 85 is still active in the business,
including his designs for Gregorius/Pineo, a
Kneedler-Fauchére company.
In the late 50s early 1960s, scores of
decorator showrooms began to open up on
Robertson Boulevard between 3rd Street and
Melrose Avenue, with more opening on Beverly
Boulevard and on Melrose. Kneedler-Fauchére
was there from the beginning. Hugh McKay was
its manager and what a manager he was. Not
unlike his bosses, Hugh was classy, smart and a
great visionary. Hugh became a driving force in
the evolution of Showroom Kneedler-Fauchére
into Corporate Entity Kneedler-Fauchére with
‘Magnolia’
bronze by Linda Brunker
32” x 25” x 18”
www.gallery13.net
ER-FAUCHÉRE
all of its divisions, yet
still maintaining its
very personalized way
of doing business.
In 1969 the great
empresario
Henry
Adams, close friend
of my father Cyrus
Fields, left his longheld position at San
Francisco’s Western
Merchandise
Mart
(now
The
San
Francisco Mart) to
open The Ice House
on Sansome Street.
A 1964 photograph of the showroom and the adjacent,
Adams transformed
restored buildings – brought to life in Jackson Square.
this brick ice house
into a design center complex with very handsome public areas and rather
grand showroom spaces. Many of our Southern California design oriented
companies opened showrooms there. I was present at the opening, in a
space that my father’s Medallion of California partnered with Phyllis Morris
originals. Of course Kneedler-Fauchére was there with a strong presence.
When Henry “Jumped Across Market Street” to open the grand Galleria
and Showplace Square, Kneedler was again a master tenant in what is
now known as The San Francisco Design Center. Continuing to expand,
Kneedler has just taken the huge Randolph & Hein space just across the
way in addition to their present one. Sadly Henry died too early in 1981.
My friend Clarellen Adams, Henry’s widow took over her husband’s reins
and oversaw the complex for many years. She is still active and remains
an important figure in the Bay Area design community.
PDC When the Pacific Design Center opened in the mid-1970s, once
again the vibrant leader in the field Kneedler-Fauchére took a prime
space on the sixth floor. On its raised balcony it placed the Clarence House
Collection. The showroom was an instant hit - “Vintage Lawendas.”
Kneedler continues to set and maintain a standard of excellence
with their interior design showrooms that few firms have ever come
close to being comparable in terms of ambiance, attitude, integrity and
professionalism with great lines of home and contract furnishings.
In closing, Dorothy lived to be 94. She leaves her husband Harry,
they were married for 58 years. She leaves her daughter Ann Kneedler,
who owns the accessory company “Ambidextrous” which is represented
by Kneedler-Fauchére. She leaves Wendy Kneedler-Senior, who opened
their Denver showroom in 1972. Presently Wendy is the manager of the
Bausman & Company Showroom on North La Cienaga. A third sibling is
Dorothy’s son Douglas Kneedler of Sweden. She is survived by two sons
from her marriage to Harry, Kent Lawenda of Marysville, Washington and
Kevin Lawenda of Pasadena. n
8302 Melrose Ave. Unit A West Hollywood CA 90069 323.951.0303
Best, Ron…………
19
ANGELENO
ANGELENO
INTERIORS,
AREAND
YOU
THE NEXT
IN ASSOCIATION WITH ASID
MODERN LUXURY DESIGNER?
WOULD LIKE TO
CONGRATULATE THE WINNERS
WE’RE LOOKING FOR L.A.’S BEST NEW MODERN
AND CONTEMPORARY DESIGNERS.
Angeleno and Angeleno Interiors, in association with ASID, present the
2009 MODERN LUXURY DESIGN COMPETITION
LINDA ALLEN PHOTO BY GREY CRAWFORD
LINDA ALLEN
JAMES BLAKELEY
WHO ASID Los Angeles chapter members are invited to
share their residential design work with Angeleno Interiors
editor-in-chief Alexandria Abramian-Mott, and the ASID
Review Committee. A “Call for Entry” for the Modern Luxury
Design Competition will be held at the Pacific Design Center
(PDC) in Fall ‘08.
WHEN November 20, 2008, 10AM-1PM
WHERE Pacific Design Center
ASID office | Suite B-241 | 8687 Melrose Ave.
West Hollywood | CA 90069
SUBMISSION CRITERIA
• Photographs only (up to 8”x10”). No disks or transparencies.
(photograph quality cannot be overstressed)
• Multiple projects and views of various rooms by each
LORI DENNIS
designer are encouraged to show a broad range
• Materials that can be left behind-they will not be returned
• Homes that have not been published before
• Homes not under consideration at any other publication
• Provide design statement which consists of the purpose
of the spaces and designs
• Copy of designer biography
ADDITIONAL DETAILS
If you cannot attend the “Call For Entry” event you can
submit your entries to the address below. Entries due by
December 5, 2008.
ATTN Alexandria Abramian-Mott
Angeleno/Angeleno Interiors
5455 Wilshire Boulevard, Ste. 1412
Los Angeles, CA 90036
JANNA LEVENSTEIN
FOR MORE INFORMATION, PLEASE CONTACT
THE ASID, LOS ANGELES OFFICE | 310.659.4716.
There will be four winning Modern Luxury/ASID designers from this competition. Each of these four designers will be
featured on a quarterly basis in 2009, in Angeleno/Angeleno Interiors and the ASID newsletter.
W W W. M O D E R N L U X U R Y . C O M
PHOTO BY ETHAN PINES
OF THE 2009 MODERN LUXURY
DESIGN COMPETITION
INSPIRATIONS
Inspirations&Favorite Spaces is an ediorial idea we presented to our Excellence in Design Winners.
CA LOS ANGELES
We asked them: Of any space in the world that they hadn’t themselves designed, which would they call their favorites. These are their reflections...
(Café) Marly and Me
by Krista Everage, ASID, Everage Design, Inc.
A
- in Paris
fter walking ten delightful blocks from my left bank hotel in the brisk May
sunshine, I enter the Louvre’s vast exterior plaza. I see Café Marly across the
sea of stone, beyond the I.M. Pei Pyramids- a breathtaking vista. The Sun King
certainly knew how to convey power through architecture.
I stroll across to lunch, rest my feet and get fortified before entering the Louvre and its labyrinth
of galleries. The majestic colonnade of Café Marly’s terrace announces a grand café. I’ve dined
inside Marly’s on a rainy day before, so today I get comfy in a red upholstered chair at the terrace’s
edge, a stone balustrade between me and the plaza below. The arch above me and columns left
& right give me a sense of place – personal space that is all mine for the next hour. I am outside,
but not exposed, and quickly I am relaxing with a glass of the excellent house champagne. I will
definitely be having the profiteroles for dessert.
My fingers graze the limestone column, I scuff the worn pavers at my feet. The view, of course,
is the thing – spectacular – the pyramids glistening in the afternoon sun, sharp against the
Louvre’s ornately carved limestone façade, the vastness of the plaza, peppered with colorful
tourists anticipating the treasures within: lush Renaissance paintings of off-reds, ochers and
blues, Dutch masters with their dark lacquered backgrounds.
It is this wonderful contrast that entrances me – the old and new, richness and dry stoniness.
The design of the interior of Café Marly captures this perfectly – the red lacquered walls,
chinoiserie screens, the velvet banquets. I wonder, did the designer consciously do this, reflecting
the contrasts and the view out side, creating a masterful painting. The champagne tastes better
than it is.
Later in the week, I am lunching at Hotel Costes, and again have chosen the table at the open
French doors, looking out onto the courtyard while I nestle into the tufted maroon mohair club
chair. My champagne rests on the black lacquered table and my toes on the plush patterned
carpet. I am just at the edge of the limestone, enjoying the courtyard lunchers on their steel café
chairs – the Parisians leisurely lunching- my entertainment.
In both the Café Marly terrace and this “window seat” at Hotel Costes, I feel wonderfully
invisible, like sitting in a theater box. I am the relaxed observer, feeling the French sun and breeze,
my mind far away from Los Angeles. On my return, these delicious sense memories will follow me
into the studio. n
22
FAVORITE SPACES
Fantasy to Fantastic
My Fanciful Look
at Inspiring Spaces
by Deborah Davis, Past Presdient, ASID
T
he interior that has the greatest impact
on who I am as a designer today is by far
my bedroom back when I lived with my
parents in Libertyville, IL. Far from the elegant
impactful space you would expect to be an
influence that inspires 20+ years later, this room
represents my creative ideas and need to carve
out my niche at an early age. When I dreamed
up this crazy idea for rainbow draperies and
bedspreads that included appliqué clouds, I was
encouraged to bring my vision to fruition both by
my parents with barely means to fund the project
and my sewing teacher Mrs. Sewell in 7th grade.
Only because of such support have I become the
professional I am today.
But since our insightful editor has asked that we
name an interior that we have NOT designed, I
will instead speak of one of the first grand interiors
that I visited only a few years into college. I
was able to participate in a 2 week interiors
and architecture class that traveled to London
and Paris as part of my studies at Illinois State
University. The Royal Pavilion in Brighton was
by far one of the trip’s highlights and I only realize
much later how important my experience was in
this grand space. George, the Prince of Wales in
1783 was 21 when he arrived in Brighton, which
was the exact age I was the time I had first visitied
the building. He had later finished the house with
an amazing fanciful mix of Indian, Chinese, and
other exotic features including palm tree columns
that stretched up to a sky colored blue dome.
When I first laid eyes on the mix of styles it had
only the effect that this was a fanciful interior
with a playfulness to evoke things far away from
Brighton, England. The drawing of the section of
the building is particularly memorable since I was
startled to note the amazing palm trees that had
been designed for the kitchen, a space that didn’t
usually include grand interior details for only the
servants to enjoy.
In this way my humble bedroom and the Brighton
Pavilion are linked – rooms that transform the
viewer, be it to the sky and clouds, or cultures and
lands that are far away, that inspire and delight me.
My parents would not normally have encouraged
the expense required for me to construct my first
custom draperies and bedspread so to me it was all
the more opulent. Of course now I would much
rather sleep in the Pavilion. n
23
TECHNOLOGY
CA LOS ANGELES
Is Finally Building Your Company’s Website
on Your List of New Year’s Resolutions?
Web Designer/ASID Industry Partner Tony Estrada offers some tips that will help you succeed in attaining this goal.
I
f having your company website built is on your list of New Year’s
resolutions, you are not alone. Every January 1st people decide to
finally have their websites built but few follow through.
In today’s financial climate, tightening up one’s marketing plan should
be paramount on every small business’ list of priorities and a well designed
website is the cornerstone of every modern marketing plan. Here are a
few tips on how to finally get this project started.
Define your target audience. If your design business specializes in clean
modern design you probably shouldn’t have images of lushly layered
interiors thick with antiques, unless that’s a new market you’re trying to
break into. Presenting yourself in an accurate light saves a lot of wasted
time on the potential clients part as well as your own.
Photograph your work. I cannot tell you how many clients come to me
with a photo ripped out of a magazine and a Polaroid picture! We all
know that getting back into a clients home or business after the project
is completed is next to impossible. One way to avoid this inconvenience
is to work photography into your process. It’s always preferable to have
your work professionally photographed but at the very least take digital
photographs yourself. I’ve had wonderful results using creative cropping
and mildly enhancing personal photographs using Photoshop. Digital
cameras today are compact, most will slip into a purse or briefcase, and
produce excellent quality photographs!
Surf the web. A good web designer is a skilled listener. He or she will listen
to your ideas and build you a winning website. In order to crystallize your
ideas on how you want your website to look and function, surf the web!
Inspiration can come from several different sources as well as several
different types of websites. If you see a button rollover on a hardware
website, it can be combined with a page transition from a fashion website
and a contact form from a movie theater website. The clearer your vision
is, the smoother the process will be.
Do your homework. Choosing a web designer can be a challenge. A
good place to start would be speaking with your peers who already have
websites. Ask them who built their sites and what the experience was like.
While surfing the web, many websites will have a link hidden in a corner
“site by Joe Smoe.” If you like how the website functions follow the link. If
there is no credit listed on the site and you really like the website, call or
email the business or individual and ask them who built it. Most people
who have had a positive experience with a web designer will be more
than happy to give you the designer’s contact information.
Building a website is an incredibly creative and exciting experience.
Follow the tips listed in this article and you will have a website you can
be proud of. Websites are no longer a novelty, they are a necessity. A
professionally designed website will put you and your business head and
shoulders above your competition. n
Tony Estrada is the founder of tonyontheweb.com, a boutique web
design company specializing in web design for the creative professional.
24
LUXE IS A PROUD SPONSOR OF THE ASID LECTURE SERIES AT THE PDC
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25
CA LOS ANGELES
T
he economic downturn of 2008 has
created an environment where backlogs
have become thin and the direction of a
firm requires specific focus for their efforts. The
business of design will not stop but we must take
the opportunity to reevaluate our challenges
and redefine our successes from past years. The
New Year will also be a time to pool (coalesce)
company resources and integrate the efforts
of colleagues to position the company toward
potential growth in 2009. Such growth maybe
lateral at first and then upward as economic
conditions improve.
The first objective will be to photograph,
archive, render and document all of our
recently and successfully completed projects.
Our efforts will be orchestrated with particular
focus toward a specific market and network in
the first quarter of ’09. Upon completion of our
marketing package we will target publications
in the demographic of past projects. We
will communicate to our clients our sincere
appreciation for their foresight in choosing
Walker & Co. With this approach we can
maintain focus on our mission as a company, be
proud and take gratification on our successes
to date and continue to hone our skills at
marketing ourselves as a full service interior
design firm.
The next item of business is to communicate
with vendors, contractors and specialized
craftsmen whom we have collaborated with
consistently including the Industry partners who
we have supported by specifying their products
and services. We will request cooperative
advertising or other promotional cooperation.
Finally, we will build a consortium of other
design professionals. Architects, Interior
Designers, Specialized Technicians and skilled
Contractors will be brought together to develop
and package the combined skills to market the
firm’s ability to execute all levels of design.
Our practice, craft, creativity and the ability
as interior designers to seamlessly execute
our client’s dreams and expectations are why
’09 presents such great opportunity. When a
potential client contacts and creates a good
design team for their project (architect, interior
designer and contracting firm) they not only
save Money & TIME, TIME, TIME. They receive
the benefit of exceptional knowledge in design,
current materials and precise execution. This
makes our client very savvy.
In conclusion Walker & Co. is focused on
utilizing our internal design capital to redesign
and update our website, client marketing,
create a press kit and seek opportunities for
publication of the successfully completed
projects of ’08. We are looking at ’09 as a
glass half FULL of new challenges with great
potential for incremental growth. n
New Year! New Opportunities!
Where and how does a small interior design firm direct their efforts in 2009?
Allison Walker, Allied ASID
26
Principal, Walker & Co.
Portfolio
ASID
Designer’s
Your Name
www.yourname.com
555-1212-2211
ASID
Designer’s
Portfolio
Get seen in the exclusive ASID Designer
Portfolio to be published in the May and
August issues of Los Angeles magazine.
Los Angeles magazine presents ASID’s Designer Portfolio, a special
advertising section in Los Angeles magazine’s May and August issues
featuring the work of participating designers. ASID designers are
invited to reserve advertising space to display a completed project
that exemplifies their work and contact information in this ASID
sponsored section – the perfect resource for Los Angeles magazine
readers looking to update their homes and offices.
DeaDlines
May issue
august issue
Space Close:
Materials due:
On Sale:
February 27
March 6
April 23
May 29
June 5
July 23
**To Advertise, call: Joe Katz at 323-801-0080**
Subscriptions (800) 876-5222 or www.lamag.com
TECHNOLOGY
CA LOS ANGELES
Virtual Design to Reality…
a new approach to interior design
by Bobbi Tone ASID, Studio b. Elements
I
t is still dark outside as I climb the stairs to my loft office over
looking Morro Bay estuary on the Central California coast. I need
to prepare for my first meeting of the day starting at 5 am with
clients and their contractor… in Chicago, Illinois. Yes, it is a site
visit. The difference is that I will be attending via a web meeting.
My firm, studio b., has developed the conceptual architectural
design, drawing plans and specified the materials for this kitchen
renovation project. Now, as the project is in the construction phase,
I will oversee and consult during this final phase with the clients
and general contractor. Any problems will be discussed, options
will be formulated, and since I am at my computer with the rest
of the team in Chicago viewing my computer screen, they can see
how each discussed option will work. The clients can even see the
changes in a 3D video walkthrough. When the final decisions are
made, I will make changes to drawings and the revisions will be
e.mailed to the client, contractor, and any other trade involved with
the issue at hand. Voila! Practical Magic.
Why is this type of service needed? It is time, cost, and energy
efficient. How many times have we, as professional designers,
been called out to the site due to an unforeseen issue that took 20
minutes to resolve once we were on the property? The project was
on hold until we could make it out to the site and then our client
was charged not only the 20 minutes, but also the drive time to and
from the site. In addition, further research was needed and drawing
revisions had to be made and sent back to the general contractor,
more waiting. With a few photos e.mailed to our design office, we
can immediately research and discuss with our clients and general
contractor the options then e.mail back any drawing revisions. This
is just one case scenario, but is a prime example of the efficiency of
this virtual process for today’s busy clients. I specify materials, shop
online with clients, and have samples sent directly to my clients
home for review in a web meeting. Clients can also be at different
locations and not at the site; they just need access to a phone and
a computer. Moreover, think of less carbon monoxide not emitted
into the atmosphere from fewer cars on the road.
Technology and our market quickly changes and will continue to
change our industry. In the last year, I have started working with
developers and other design firms. This allows firms that do not
have the technical experience with digital presentations, CAD,
etc to use us a liaison between their company and their clients or
to produce digital products for them. In this changing world, we
must adjust to the times and our digital savvy clients, but always
remember that exceptional design and great service will always be
in style. n
28
RESOURCES
E
conomic conditions have placed a
burden on us all. It’s time to turn
things around. As members of the
Los Angeles Chapter of ASID and with our
new website, we are in a very unique and
opportunistic position. Now we can relieve
much of this economic stress... if we’re in
this together.
The word member is defined as “a
distinct part of an organization”. And our
distinct parts, our Designers, our Industry
Partners, and our Students, all combine
make up the Chapter. When each part of
the membership is working together with
the other parts and the organization, a
tremendous force is created and the results
can be very dramatic.
What can each of us do?
The Chapter is already giving designers
greater exposure with residential and
commercial consumers - recently launching
the new website and giving contributors
many optional levels of exposure. It has
proven very visitor-friendly and very
popular with consumers. The effectiveness
of any website is measured by the amount of
viewers it receives. Since it was launched,
the LA website has seen a steady build to a
remarkable 19,000 visits! To increase traffic
to the site, the Chapter is promoting www.
asidla.org throughout the year and will be
running ads (below) in LUXE Magazine,
Angelino Interiors and LA Magazine. The
Chapter will also enhance the presence of
the website on search engines.
age
es Ad Feb09P
ASIDLosAngel
LUXE Mag
1
2/4/09
1:24:25 PM
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Find The Qu r You Need. Anytime.
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Interior Desig
www.asidla.org
NIA
CA LIF OR
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LOS ANGELE
Life
n Com es to
Whe re Desig
ica
The A mer
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Soc iet y
What can the Chapter do
to increase presence for its
Industry Partners?
Suppliers join our Chapter to support the
industry, but also to increase exposure
and revenue from interior designers. Our
designers would like to support the Industry
Partners, but unfortunately, do not have
the time to visit all our IP’s showrooms.
So, we are bringing the showrooms to our
designers. This is one of the main purposes
behind the redesign of the website. We have
added the header entitled “Design Products
& Services”. The Chapter will promote the
support and usage of our Industry Partners in
the Quarterly, on the website, at all Chapter
events, and will continually reinforce to our
designers the importance of patronizing the
companies that make possible so many of
our events and programs.
What else can the Chapter
do to encourage and engage
our Student members?
It has always been difficult for students to
show their work and get feedback from
designers. Soon the “Student” section will
come on-line, which will enable our student
members to show their work and describe
their ambitions, needs, and personal
information. Designers will have the best
information available when searching for
interns. It will also give students a realistic
way to have a reasonably priced private
website of their own.
What can Designer members
do?
What can Industry Partners do?
Industry Partners are in a very unique and
valuable position when it comes to “We’re
in This Together”. You have far and away
the most contact with residential and
commercial consumers. Go to www.asidla.
org and click on “Find a Designer”. Get
to know designers that best fit the needs
of your company AND the needs of your
customers. Whenever possible, ask your
potential clients if they have a designer. If
not, recommend one. You are doing them
a great service plus you are creating oneon-one relationships with designers. After
all, wasn’t that the reason you chose to get
involved with ASID? And what’s more, a
design professional will sell more of your
products and services than the customer
would have ever bought themselves.
What can students do?
Keep studying, never stop dreaming, and
keep your creative momentum building.
You are the future of our industry. Take
advantage of the opportunity to build
your own profile on the new website. Put
together your content and organize your
photographs, bio and relevent information
for your personal profile. And spend a little
time browsing through the designer and
inductry partner pages. You might find
inspiration and ideas which help set you
apart in the competitive environment into
which you are about to embark!
2009 can be a so-so year, a good year, or
a terrific year. I choose “terrific”. It’s up to
each one of us. And together, we will make
a difference. n
By taking the time to surf through “Design
Products & Services”, designers will receive
the most up-to-date information in the
industry. When looking for new resources,
designers should go here first. It only makes
sense to purchase from companies that are
supporting our industry.
www.asidla.org
WE’RE IN THIS TOGETHER
Des ign ers
9
gn Cen ter
CA 9006
Paci fic Desi
ly woo d,
Wes t Hol
B241
ue, Suit e
659. 9189
r ose Aven
f | 310.
8687 Mel
659. 4716
t | 310.
Duff Tussing, President
DSA Publishing
29
OUTLOOK
CA LOS ANGELES
The Economy:
America’s Perplexing
Dichotomy
Walton E. Brown, Hon. FASID
T
ime was when most professional interior designers worried about
color trends and delivery schedules far more than the state of the
U.S. economy. Legend had it that the wait list on the newest
Ferrari or choicest seating at Cut were impervious to the vagaries of
such mundane subjects as the Dow Jones Averages. Not so today.
The first universal fanning of the fires-of-concern seemed to come
into focus about mid-2008 with the launch of last year’s political
campaigns. Both sides found a great deal to complain about but we,
the public seemed to remain complacent. Admittedly, the price of oil
was being set by a handful of unfriendly foreigners but we seemed to
live okay with $4.50 a gallon gasoline. The stock market was off its year
earlier all-time highs. But wha the heck, we thought the music would
never end.
Now, following last summer’s shocking real break in the market, the
country’s entire economy seems to be coming under some well deserved
scrutiny that may well hurt us all. I believe three of the most dangerous
areas threat are:
America is now dangerously dependent on foreign
petroleum. According to the Department of Energy, this year
the total expenditure will reach over $100 billion dollars!
Econ 101 translates that to over 270,000 jobs for which we
are creating and paying the cost of foreign workers.
Subprime lending and irresponsible packaging of mortgages
have created a tremendous investment in phantom assets,
This, in turn, has resulted in the loss to the American
banking community and its investors of many trillions of
dollars.
Waves of justifiable apprehension throughout the American
public have caused a diminishment of consumer spending
that has rippled across the entire economy. This has had
disastrous impact on the financial community, automotive
industries. and retail trade.
It seems these alarming pitfalls have now so devastated the confidence
of the investing public that the book value of America’s primary stock
market has dived from over 14,000 points to the somewhere in the
neighborhood 7,000. A matter of $17 trillion in investors’ wealth has
vanished without a trace.
During the first nine years of the new millennium, the four main
pillars of the U.S. economy have held up surprisingly well. From
the U.S. Government figures included below, both population and
employment have sustained modest but healthy growth. Concurrently,
the gross domestic product and personal income have both faired
amazingly well.
U.S. Population has grown to 304,060,000, an increase of
7.8% since the year 2000; California concurrently grew to
36,756,000, an identical 7.8% (see Column 1).
Concurrently, U.S. Employment has grown to 146,248,000,
an increase of 8.3%; California Employment grew to
17,300,000. an increase of 8.1%.(see Column 2).
U.S. Gross Domestic Production has grown to $14.286
trillion, an increase of 43%; California’s
Sources: Los Angeles Economic Development Corp., U.S. Department of Labor, U.S. Census Bureau, UCLA Anderson School Ecomonic Forecast
GDP reached $1.896 trillion, an increase
of 47.5% (see Column 3).
U.S. Personal Income reached $12.1
trillion in 2008, an increase 43.7%;
California Personal Income grew to
$1.567 trillion, an increase of 42% (see
Column 4).
30
Unfortunately, during recent months there has been a
dramatic downturn within these critical factors. Since
mid-2008 we have experienced substantial losses that now
appear to be ramping down in 2009 and conceivably may
last well beyond the current year.
Thus, there are pivitol decisions facing us all.
Corrective action, both macro and micro seems to be an
absolute necessity. On the larger scale, our constitutional
government and our political leaders, past and present,
have led us past many frightening crises and on to the
bountiful and rewarding economy and freedoms we now
enjoy and expect to continue to enjoy for generations yet
to come.
On the more personal micro scale, we can be certain
the new year will be a challenge. Prudence dictates that it
is time to examine each of our personal efforts. We must
demand a measureable value of return for every action,
commitment, and expenditure we make.
As in the past, success awaits those of us who strive
aggressively toward these goals with zest and gusto! n
31
EVENTS &GATHERINGS
CA LOS ANGELES
HolidayCelebration
2008
T
he Holiday Party is always
something we look forward to
as integral to our celebrations,...
and this year was no different. One Sunset
was a spectaular space for our soiree; gracious
interiors, splendid hosts. More than 120
revelers came and savored the warm cheer
of our members, including the organizing
committee, pictured left: Ann Waite, ASID,
Helene Lotto, Allied ASID, Membership
Director, Chapter Board and Jean Pinto,
ASID, President-elect. Chair Fernando Diaz,
ASID (who somehow managed not to get
photographed) set the tone, delivering the
salutes and announcements from atop the
retro bar. Also in attendance was Johnathan
Crocker, (left) Associate Editor of Angelino
Interiors, pictured with Will Myers, Chapter
Administrative Director.
A very special part of the evening was
the Toy Drive, which generated hundreds
of donations through the night. Jean Pinto
struggled the next day with a brimming car
to deliver them to Children’s Hospital Los
Angeles. The staff were overjoyed by our
gifts which went directly to their awaiting
recepients. Our special thanks go to our
sponsors, including Ferguson, who significantly
underwrote our event, as well as LA Mart for
their generous donation. Our other special
sponsors included Aga John, Ilona Draperies,
AAA Flag & Banner (for the awsome chrome
banners) and IS Marketing for graphics. n
32
CEUs
IN THE NEWS
O
n November 20th, ASID Los Angeles
sponsored my fifth “Back to Basics”
business lecture in conjunction
with the Industry Partners Tabletops. Over
fifty designers, industry partners & design
students attended the lecture. The topic was
budgets, the client’s budget, the firm’s budget,
and budgeting interior design fees.
I began, “ After spending an hour walking
through the house and speaking with the
potential client in depth about what they
would like to accomplish with the renovation,
I asked, ‘What budget did you have in mind
for this’. She said, ‘Well, I am not going to tell
you!’ ‘Why?’ ‘ Because then you would spend
it all!’”
Apparently, the client was confused about
the meaning of the word “ budget”. Did I ask
her how much money she had in the bank?
Or the amount of her life’s savings? Did she
think that if somehow she did not tell me her
budget that her project would cost less than
she anticipated?
Does design on a budget mean its cheap?
Does it mean that if your client lives on a
budget that they necessarily cannot use an
interior designer? If you Google© “ Interior
Design Budget ”, your results will be site after
site that tell you cheap design tricks for those
on a budget.
You and I know that all design is on a
budget, and that even the most expensive
projects carried on by professional interior
designers are carefully monitored as to budget
considerations. In fact, the more professional
you are, the more attention you will be paying
to budget, beginning day one.
The budget is the amount that the person
or company spending the money is willing to
spend to get the results they desire.
When do you discuss the budget with
the client? My colleague at UCLA Extension,
“Back to Basics”
Lecture Five: Budgets
By: Katherine Fern, ASID, IIDA, IDEC
Rocky Rockefeller, AIA, says, “You talk about
money the first day, and every day thereafter
until the project is finished, and then you
talk about it again to compare your initial
budget to your final results.” Rather than fear
the money conversations, professionals look
forward to them, because they know that
these conversations about the client’s money
build trust with the client early. Budget is one
of the primary programming requirements,
and you cannot begin your work without this
information.
Soon they understand that:
1) You were listening, you heard what they
said when they discussed money, and
2) You are watching out for them, you are
looking at the money every step of the way,
you are minding their money.
Along with handouts, I illustrated
methodologies for creating and monitoring
the client’s budget, your firm’s budget, and
the budget for your fees. We discussed cash
flow projections, budget variance analysis,
and cost per hour calculations. I explained the
differences between zero-based budgeting,
unit cost budgeting and downward budgeting.
Each methodology has its advantages, and
can be used interchangeably depending on
the client, the program and the nature of the
project. Sometimes it’s a good idea to use
more than one method, in order to verify the
results obtained with another.
I discussed the danger of the ballpark,
citing that ballpark estimates are
remembered by the client, regardless of any
disclaimers you may set forth. It is also not a
good practice to rely on your contractors for
preliminary estimates. First, it is not fair to
ask a contractor to discuss the construction
costs with you on a particular project unless
he is going to be given the opportunity to bid
the job. Secondly, you and your client will be
relying on information upon which there is no
real basis. He may lowball the costs to get the
chance to bid and gain the confidence of your
client. When the final number is hit out of the
park, it is you who the client will be looking to
for answers.
Creating budgets and estimates is work,
and it should be part of the scope of work for
which you are paid. In most cases, interior
designers should not be giving estimates
of project costs as a part of the proposal. If
clients want budgets and cost estimates
PRIOR to hiring you to do one, suggest a
feasibility phase wherein you create a budget
for the project.
Practical tips were given on budget
monitoring and creation. I suggested contract
language that clarifies the interior designer’s
limitation of liability for budgets, costs, and
estimates. We discussed the communication
of budget monitoring with your staff and your
clients. I illustrated methods for accumulating
and using information from past jobs and
specifications to create budgets for new
projects and establish price ranges for certain
parameters and specifications.
I assured the attendees that each project
will help them get better at budgeting and
communicating costs with their clients. As
time goes by, these skills will set you apart
from your competition. You can become
known as the designer who takes care of the
money.
For those who have been unable to attend
this “Back to Basics” series, watch for
announcements from ASID as to when and
where these CEU lectures will be repeated in
the future. n
33
EVENTS &GATHERINGS
CA LOS ANGELES
1
2
3
ASID-LA “Comes Out” Big To Los A
96 Hours to “Coming Out”
Sean Kim, ASID Allied Member
If we were to launch an event that was
successful and meaningful, we would need
to go beyond the “industry event” model
that included a “panel of industry experts”
followed by a Q&A serving wine and cheese.
Furthermore, we needed to reach out to
the industry leaders and major vendors
who shared our DNA of innovation, forward
thinking, and thinking outside of the box. In
the first brain storming session, the “coming
out” celebration was the obvious “why” we
are doing it but the “how” was not so obvious.
When we regrouped for the second time, it
became clear that “Less talk. More event”
would be the manifesto that would drive the
event. The premiere of “If I Were You: Industry
Leaders Speak” video was the direct result of
the our relentless quest for “how” and finally
the “what.”
By bringing the leaders of ASID/LA, IIDA
Southern California, AIA/LA IAC and NEWH
Los Angeles together to celebrate the
emerging commercial designers, our event
was irrefutable proof that our industry is built
on relationships. Also, we wanted to create a
source of inspiration for the future emerging
designers with the release of the THE
SURVIVAL KIT featuring The Survival Guide for
Emerging Commercial Interior Designers [First
Edition] with “Rule of Thumb/Directory for
Interior Finishes” and “Design Wisdom” with a
forward by Pamela Light, FIIDA, past president
of National IIDA. By integrating marketing, PR
34
and branding, we created a fresh event that
has answered the question for us “Are You the
Next Industry Leader?”
With a tremendous support from Deborah
Davis, who was the President of ASID/LA at
the time and the ASID/LA Board, we were
determined to create an event that would get
the entire industry out for our “coming out.”
What happened from the kick-off meeting with
Deborah, Jane Dixon, Lawrence Kao and myself
until the night of the event was nothing short
of miracles. As you will see from my event
journal, miracles never ceased. It would be
nearly impossible to give a complete account
of thousands of hours spent collectively
in creating our strategic plan, integrated
marketing plan, press release, sponsorship
levels, event branding strategy, website, video
production and editing, ticket sales and finally
the event itself. The account of the last 96
hours will provide a glimpse of the joy and the
frustration as well as the exhilaration and the
disappointments of launching an event for the
very first time.
Thursday, 9/25, 7:06am
Confirmed with Mumm’s Napa for delivery
of 67 bottles of Mumm’s Napa Prestige Brut.
Giving us 40% discount as our Catering
Sponsor. I am bubbling with excitement!
Dave Klevans from California Lighting Sales
confirming “If I Were You Video” $1000
Sponsorship - Marcus Cone, Principal to
coordinate image and text for the post card.
Harriet Morgan, 3Form and Grant Seltzer, Jules
Seltzer Associates, Rhonda Vickroy, Tangram
confirming postcard ad sales in THE SURVIVAL
KIT FOR EMERGING COMMERCIAL INTERIOR
DESIGNERS. If was a good day!
Thursday, 9/25, 8:03pm
Kristin King, ASID/LA installed as new
President. As the closing speaker, I invite the
members to bear witness to ASID/LA’s “coming
out” to LA Commercial Design Industry.
Friday, 9/26, 12:11pm
Steve Roth, Roth Strategic Communications,
Integrated Marketing/PR/Event guru
confirmed that Steve Francis, Steve
Francis Associates will cover our event for
Office Insight and bringing a professional
photographer Will Smith.
Saturday, 9/27, 8:35pm
Deborah Davis, past President of ASID/LA and
I made a splash at AIA/LA IAC Design Meets LA
“Masquerade” Fundraiser dressed as Bonnie
and Clyde. We took no prisoners but gave out
personal VIP invites to the “The Coming Out
Party.”
Sunday, 9/28, 9:19am
Kim Holt, Unleashed Studio, sent a draft of
“The Survival Guide.” I have a standing lunch
with my mom in K-Town. I call Kim to give
comments on my way to pick up mom.
Sunday, 9/28, 5:02pm
Jane Dixon, Creative Resources Associates,
4
5
6
Angeles Commercial Design Industry
Co-Chair, sent an updated budget including
catering and AV quotes. Also discussed idea of
merchandising THE SURVIVAL KIT to generate
additional revenue from the event with
Deborah.
Sunday, 9/28, 6:05pm
Hors d’oeuvres tasting at Square One Café
Catering with committee members Mikiyo
Ueda, Kim Holt, owner Dnelle and chef Joie. I
grabbed a dry sparkling Spanish Cava from my
London to Barcelona Cruise to test out the food
and bubbly combination.
Sunday, 9/28, 11:35pm
I’m coordinating with Kim and Miki dropping
off the disc of the Survival Kit. The files are too
large to be sent via email. FTP site is acting up
and Non-Stopping Printing needs color print
out of THE SURVIVAL KIT to proof the files.
Monday, 9/29, 8:05am
Followed up with Kristina Wurtz from Interface
on missing artwork on the postcard ad. Good
news though! Interface also agreed to donate
“red carpet” tiles for the VIP party to Knoll
Showroom.
Monday, 9/29, 9:34pm
I forwarded the final post card artwork for
approval to Corporate Contractors, a last
minute sponsorship negotiated by Deborah
Davis. Thank you Deborah!
Monday, 9/29, 7:19pm
We’re still missing artwork and logo from
Herman Miller and Haworth for the postcard
ads. Kim has become an expert creating
masterpieces from digital files size of a
postage stamp.
Tuesday, 9/30, 12:17am
I just received the introduction to the “Design
Wisdom section of “The Survival Guide for
Emerging Commercial Interior Designers [First
Edition] from Pamela Light, Senior VP of HOK
and past President of IIDA. Truly Inspirational!
Tuesday, 9/30, 9:20am
Helen Kim, the Marketing Director of Arcadia
Contract panicked that tickets were not
received in the mail. Not only is Arcadia is
the Event Sponsor for $1500 but buying 20
additional tickets to give out to their favorite
designers! Leticia Torres, our Sponsorship
Chair will make sure that the extra tickets will
be at Will Call.
Tuesday, 9/30, 9:34 am
Triple checking the End Credits for the
premiere of “If I Were You” video against the
credit page of the “The Survival Guide” with
Joe Hoffman of Jump House Designs. He’s also
doing double duty handling all of our internet
media communications.
Tuesday, 9/30, 11:02 am
Steve Lehman from Audio Visual West
confirming Media Sponsorship. The sponsor
discount is a big help with the video premier
budget.
Wednesday, 10/1, 7:06am
With no sleep and lots of Red Bull, Jane Dixon’s
Event Checklist is a godsend.
Wednesday, 10/1, 12:52pm
Confirming with Deborah and Ronit Navarro,
ASID/LA Finance Director, Kravet getting
checks for servers and a check for Non-Stop
Printing. Non-stop indeed!
I nabbed Rebecca Dellahanty and Anna
Dellongo, both UCLA Extension Arc_ID students
and ASID Student Members from the ASID
Installation to help out with event. Catherine
Chang, student chapter president, ASID UCLA
Extension Student Chapter wants to volunteer.
Wednesday 10/1, 3:15
Joe sends out a reminder email to all of our VIP
Guests and sponsors and advertisers for the
VIP Reception starting at 6:30pm.
Will Myers, ASID/LA Administrator tells me that
116 VIP confirmed, 83 additional tickets for a
total of 196 guests. Hoping that we’ll get 25-30
ticket sales at the door to hit our target of 215.
We only have enough Mumm’s for 200. Knoll
has offered to kick in red and white wine as a
back up.
I just emailed the Event schedule to our
awesome committee members:
Kim Holt, Co-Chair, Event Branding Strategy,
35
EVENTS &GATHERINGS
CA LOS ANGELES
8
7
11
Unleashed Studios
Jane Dixon, Co-Chair, Creative Resource
Associates
Leticia Torres, Sponsorship Chair
Mikiyo Ueda, Event Committee
Lisa Krutky, Event Committee
Beth Kudlicki, Professional Outreach, OFS
Harriet Morgan, Vendor Relations, 3Form
Alicia Nathan-Herring, Project Manager, “The
Survival Guide: Rule of Thumb,” Creative
Design Consultants
Andrea Rodrigues, Project Manager, “The
Survival Guide: Design Wisdom” Western
Office Interiors
Lawrence Kao, Student Outreach
10:00am
Linnette Leslie, Knoll Showroom manager is
coordinating with Classic Party Rentals for
glassware and barware and everything in
between. We’re lucky to have her our team!
12:00pm
THE SURVIVAL KIT is delayed due last minute
post card ads being delivered.
1:15pm
Leticia Torres, Sponsorship Committee Chair
emails me the VIP list just in case the list or I
get lost on my way from AC Martin to Knoll.
2:00pm
Joe is meeting Audio Visual West at Knoll
Showroom to set up the video projector and
video screen.
4:45 pm
Team meeting in the conference room. We’re
about to make history. A smile and “hi” goes
a long way making guests feel welcome. The
last of the postcards arrive and the team goes
on overdrive. Joe is now playing production
manager.
CAPTIONS
1. Jan Lewbin, J&J/Invision
Kam Kamran, Environetics
Isabella Bellacourt, WWCOT
2. Gary Raff, Bentley Prince Street, VIP
Party Sponsor
Steve Francis, Steve Francis Associates
Amanda Kaleps, Co-Chair, AIA/LA IAC
3 & 4. Emerging Commercial Interior
Designers
36
10
9
5:15pm
Joie and Esteban from Square One is stuck
in traffic and so are the serving staff. North
Hollywood Ice has not delivered. It’s a good
thing Linnette put as much champagne in the
refrigerator as possible.
6:05pm
Cutting it little close but sound check with
video and Darryl Strickland, Billboard
Reporting DJ from Washington DC who’s
spinning Chill “Survival Beats” is a must.
6:35pm
VIP Reception starts in the Knoll Studio
showroom and crowding up very quickly.
7:15pm
The second bar isn’t quite ready but we open
the screen to unveil the main space anyways.
The servers are working fast and furious to
pour champagne.
8:25pm
I stay true to our manifesto – “Less Talk. More
Even.” A quick welcome and roll tape. “If I
Were You: Industry Leaders Speak” speaks for
itself. The video is a fast-paced montage of upclose-and-personal interviews with:
Nila Leiserowitz, Co-Managing Director,
Gensler and FASID and ASID Designer of
Distinction
Barbara Dunn, Principal, Gensler, and
President, IIDA/Southern California
Deborah Davis, Principal, Deborah Davis
Design and President, ASID CA Los Angeles
5. Tom Valdes, VP, Arcadia Contract,
Event Sponsor
Helen Kim, Marketing Director, Arcadia
Contract
Mark Saffell, 5d Studio
Casey Journigan, President
6. James O’Neill, J&J/Invision (center)
with Emerging Commercial Designers
7. John Harrington, Humanscale, “If I
Were You” Video Sponsor
Cynthia Griffin, Nora Flooring
12
Amanda Kaleps, Project Manager, Wolcott
Architecture Interiors and Co-chair, AIA/LA IAC
Mark Huntsinger, Principal, Huntsinger
Associates and President, Los Angeles
Founding Chapter NEWH
9:35pm
The video is a hit and no one is bolting for the
door. The party is still rocking on with DJ Darryl
Strickland. The official count by the Santa
Monica Fire Marshall is 225! The largest event
in the history of Knoll Santa Monica.
9:45pm
John Harrington from Humanscale is still
working the room! Seriously, our event would
still be a thought bubble without the generous
partnership with our sponsors and advertisers:
J&J/Invision
Smith & Fong Plyboo
3Form
Haworth
Trikes
Zolotone
Herman Miller
Townsend Leather
Western Office Interiors
Decorator’s Express
Bausman & Company
Porcelanosa. n
8. Jeff Daniels, UCLA Extension Arc_ID
Program Director, Event Sponsor
UCLA Extension Arc_ID graduate
Sean Kim, AC Martin
Cindy Andera, Janus et Cie
9. Kim Holt, Unleashed Studios, branding
and graphics, “The Coming Out Party”
Joe Hoffman, Jump House Design,
Producer of “If I Were You” video
10. Jane Dixon, Co-Chair, “The Coming
Out Party”
Steve Francis, Steve Francis & Associates
11. Deric Schmitt Past ASID/LA Directorat-Large
Sean Kim, Chair, “The Coming Out Party”
Kristin King, President, ASID/LA
12. Deborah Davis, Past President, ASID/
LA, “If I Were You” Honoree
Sean Kim, “The Coming Out Party” Chair
Darryl Strickland, East Coast Billboard
Reporting DJ
EVENTS &GATHERINGS
Bowling for
IDCC Legislation
A great, albeit competitive crowd gathered in Studio City for a hysterical demonstration of bowling prowess to generate higher knowledge
and participation in the IDCC Legislation program and our Chapter’s
support. Leaders in the scoring category were such companions of the
pins Jean Pinto and Lloyd Princeton, Fernando Diaz and Sean Kim. One
of the evening’s true highlights occured when Kristin King managed her
first strike on alley 3. Thanks go to Joyce Tanner and her committe for
their tireless effort to gather the talent for the educational evening. n
A huge thanks to our generous hosts, John & Keith of Innovative
Theatres, who provided their eclectic showroom space and put on a
fantastic spread and sculture of ice (!) for our quarterly membership
meeting. Lloyd Princeton gave a great presentation of what we can
do to build business in these challenging economic times and Los
Angeles Magazine provided some truly great opportunities to partner
with their publication to reach even more clients. Our thanks also go
out to Helene Lotto, Allied ASID for assembling the great evening. n
MEMBERSHIP MEETING
37
EVENTS &GATHERINGS
CA LOS ANGELES
Industry Partner Forum
Conference More Than Hits
The Mark With Members
Brad Haan
W
e never thought it could be done, but four important publications, two
leading public relations firms, a highly successful website design firm
and one of the country’s largest direct mail companies gathered to
share their insight with 60 industry partners in February for a special 2-1/2 hour
conference discussing media, marketing, the state of the economy and what
solutions were out there for these challenging times. Topics ranged from the
kinds of audiences each represented to how to target communications to best
reach IP’s best customers. The efforts each presenter made were generous,
informative and timely. We cannot thank the participants enough for their
contribution of time and expertise. Speakers included (in order) Brent Beltrone
of Quad Graphics, Tony Estrada of tonyontheweb.com, Nancy Joseph PR, Jo
Fujii, Marcie Maxwell, and Mindy Lake of LUXE Magazine, Steven Moser of
Veranda, Walt Brown, Hon. FASID, California Homes, Christine Anderson,
CAAPR and Joe Katz of Los Angeles Magazine. Our special thanks go
to Louise’s Trattoria and IS Marketing for providing an outstanding
complementary lunch for our guests. n
EVENTS COMING UP
AUTUMN
2009
LOS ANGELES
HOME TOUR
O
ur Los Angeles Chapter is gearing up for a tour of showcase homes
this fall throughout Los Angeles and surrounding communities.
As in the past, these fine homes will be chosen from submissions
by our membership as representative of the best work performed in our
Chapter. Groups of four to five homes in each location will enable guests to
drive from address to address, where docents and designers will be on-hand
to walk through and give key points about the unique design solutions in
each residence. We hope to receive submissions from the Valley, South Bay,
and Beach Communities to include as many members as we can.
If you have a completed project which your client is happy to show, we
ask you submit them to the ASID Los Angeles office no later than April
30 for consideration. A release form with your client’s consent is required.
The tours are scheduled for October, and we hope to also be covered by the
press for this great event! Our committee, headed by Fernando Diaz, ASID,
is comprised of Suzanne Furst, ASID, Jean Pinto, ASID President-elect,
Victoria Reitz, ASID, Director at Large, Vicky Schwartz, Industry Partner
ASID and David Plante, Allied ASID. Please call the Chapter office if you
have any questions, at 310-659-4716. n
38
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BOARD REPORT
CA LOS ANGELES
A
Board
Member’s
erspective
P
40
Helene Lotto, Allied ASID
ASID-LA Membership Director
I
was recently asked to write an article for our Chapter’s upcoming
Quarterly. The topic to be covered was my perspective of ASID as a
Board Member and what my ASID membership means to me.
To do this, I must first give a brief history of how my involvement
with the Los Angeles Chapter began. It was May, 1998 and I was doing
a Designer Showcase Home for The New West Symphony Orchestra in
Camarillo, CA. I was not in my room the day James Blakeley, ASID and
Bernie Greene, ASID walked through my space. But I received a call the
next day from James who was the Design Chair for the upcoming Wellness
Community Design House in Westlake Village the following September.
After saying no several times, I finally said yes and accepted the invitation
to participate. That decision changed my life in ways I never expected.
It was there that I met three interior designers who were working
in adjourning spaces. As we worked together over the next five or six
months, a bond was formed and I became friends with Lil Chain ASID,
Suzanne Furst ASID, and Ron Hudson ASID. The three were instrumental
in encouraging me to join and sponsored my membership. We are all still
friends eleven years later. Bernie Greene and Jim Blakeley opened the
door for me and I took my membership seriously. I had no idea nor could I
have ever imagined what was in store for me or how that decision would
change my life both personally and professionally.
I have become an integral part of an organization I believe in and am
proud to be a part of. I was asked to serve on the Board for the 200001 Board of Directors and I said yes. That was the first of many a yes to
come. This is the third board that I have had the privilege to serve on.
Each experience has given me a greater opportunity to learn about our
chapter and organization and the great job it does serving its members
with continuing education, Step programs, lectures, wonderful Holiday
Parties and interesting membership meetings held quarterly and hosted
by generous Industry Partners. I have become a knowledgeable and
well rounded interior designer by attending as many of these events as
possible. Even though I live about an hours ride from most of events, I
attend anyway. I truly believe we can only get out of our membership
what we put in. Between and during my terms as a board member I have
also been chair or co-chair of many events such as Co-chair (or “ottoman”)
of Historic Greystone Showcase House with Fernando Diaz ASID and Jean
Pinto ASID, Co-chair of the 2007 Holiday Party with Anne Wait ASID,
Membership Chair, Winery Tour Chair, and committee member on far too
many to mention.
Phew! It may sound like a lot of work to some, but it’s not really. By
volunteering, I met four of my closest friends and traveling buddies.
Fernando Diaz, Gary Petrasak, Jean Pinto and Anne Wait have become
my extended family and have shared many laughs and tears. How could I
have possibly envisioned this so many years ago. The fact is I couldn’t.
We have so many more programs to take advantage of if we are willing
to attend. Before becoming a member I had heard ASID designers had
attitudes, were a clique and other untrue statements. If I hadn’t joined
and volunteered, I never would have experienced the many benefits I
have gained through participating. If you’ve ever come to a meeting
and felt that way, try again. When you see us in a group, we’re probably
discussing chapter business. We’re no exclusive. We are hard working
professionals trying to make things better for our profession. I wanted to
give back to a profession that has been very good to me but in the end
I have received far more then I have given. Come along for the ride, it‘s
great fun. I hope to see you at upcoming events. If you do, please walk up
to me and say hello if I don’t. n
Warm regards,
Helene Lotto, Allied Member ASID
A
ll of us connected through our Chapter affilliation congratulate
Jean Pinto, ASID, President-elect for her new position as a
Trustee of the National ASID Foundation. The ASID Foundation
supports endeavors that capture and disseminate knowledge, encourage
innovation, and benefit the health, safety and welfare of the public
through interior design research, scholarships and education. n
WILLIAM MCWHORTER
Designer Appreciation
Awards at LA MART
“Light A Candle,
Don’t Curse The Darkness”
By Lloyd Princeton, Communications Director
I heard the title quote of this article
attributed to the actions of Eleanor
Roosevelt, a lady who did not stand idly
while her powerful husband saved the
country, but who took her efforts to the
grassroots level. She worked among the
people to make a difference and was visibly
involved in a meaningful way.
This has caused me to reflect on the
countless conversations that I overhear and
certainly the entre to many conversations I
am involved in that comment on the dire state of the economy. We
know, we ALL know about the economy, so why bring it up? Get out
there and do something about it. Not everyone is suffering; there are
plenty of people who are still doing well and more importantly, plenty
of people who are taking action. Now is the time to do, to implement,
and to put into motion the endless marketing ideas that are available
for the asking.
And yet, there are so many people who seem paralyzed into
inaction, afraid to dig a bit deeper and spend the cash needed to
forge ahead. Why wait for the inevitable recovery? We know it will
happen, we just don’t know when. Being modest in your efforts is
acceptable, being remise is not.
Dedicate an hour a day to activities that are not expensive or
cost very little like making phone calls to your network or social
networking with Linked-in or Facebook. Send out letters to prospects
or to people you would like to meet. Read trade journals from other
industries and see how interior design can help them and then pitch
them!
If you are not busy with projects, then you have the time to do the
aforementioned yourself and today! So light a candle and create your
own light! n
L
ast Fall, our Past President William McWhorter, ASID was
honored with an award of recognition by the LA Mart for
his excellence in industry standards and practices, tireless
contributions to the interior design community and exemplary
service to his clients. For over twenty-five years, clients including celebrities in the film, television and music industries have
commissioned Bill to design their homes, offices, stores and restaurants across the United States and abroad. Always keeping
abreast of the latest advances and discoveries in the work he
does, Bill feels that the most important issues of today in the
field of Interior Design are; Green Design, Aging In Place and
Designing for the physically challenged.
Elected by the showrooms at LA Mart, Bill was recognized
at an elegant awards luncheon attended my many community
notables and friends. Cindy Kahn, president of the L.A. Mart Furniture Association, presented. “Each year we salute three especially loyal and talented designers that work with and consider
the L.A. Mart showrooms their extended offices,” she said. Also
recognized were Charmain Carr and Catherine Cripe. n
41
LEGAL COUNSEL
CA LOS ANGELES
Our California Courts
May Make Us Change Our Behavior
Eddy S. Feldman*
O
ne way lawyers become prepared to
advise clients in a timely way of what
awful things can happen to them
is by reading the published opinions of the
appellate court judges as they reach decisions
in the lawsuits before them. They have been the
basis of many of my columns. Naturally, these
opinions are of immediate importance to the
direct parties in any litigation. However, they
are also important for everybody else because
they foretell what the result will be when a
similar dispute arises among us. Our behavior
may have to change.
Two opinions published in December, 2008,
illustrate the point.
liver that required surgery. She was permanently
paralyzed.
Lawsuits followed, with Alexandra suing all
the others and alleging, as to Lisa, that even
though she (Alexandra) was not in need of any
help from Lisa and had only sustained injury to
her vertebrae, Lisa dragged her out of the car in
a negligent way, rendering her a paraplegic.
In California it is well established law that a
person has no duty to come to the aid of another.
So, what of the Samaritan who out of goodness
of heart comes to the aid of another, but fails to
exercise proper care and ends up causing harm?
Will that good Samaritan become the defendant
in a lawsuit for damages? The Legislature has
provided immunity for any “person who renders
1. HOW GOOD A SAMARITAN
emergency care at the scene of an emergency.”
CAN YOU BE?
Lisa answered in the case against her that she
Interior designers are among the most
had, indeed, provided “emergency care at the
generous segments of our society – at least,
scene of an emergency.” The question posed for
such is my experience. But now they will have
the majority of the Supreme Court of California
to be a bit more hesitant before jumping in to
was did Lisa provide emergency medical care
save another person from injury or death.
even though the language of the statute did not
It was Halloween, 2004. Alexandra, Anthony,
specify medical care? The Court split 4 to
Lisa and Dion met at a bar in Sacramento.
3 on this, deciding that even though
After “several drinks,” Alexandra and
the word “medical’ does not
Interior
Anthony left at 1:30 a.m. in a car
appear in the statute, that is
Designers
driven by Anthony. Lisa rode behind
what the Legislature meant,
are among the
them in a car driven by Dion.
and that since Lisa had not
most generous
Anthony, at 45 miles an hour, lost
provided medical care she
control and crashed into a curb
in our society... but can be sued.
and light pole, knocking down
Perhaps the Legislature
now they will have
the pole and causing the air
will change what appears
to be a bit more
bags to deploy. Alexandra was
to be an unhappy restraint
hesitant before
in the front passenger seat.
on an impulse to do good.
Dion pulled his car over and
As it stands now, as Justice
jumping in to save
he and Lisa got out to help.
Marvin R. Baxter pointed
another person
Lisa, believing that Anthony’s car
out in his dissenting (and
from injury or
would catch fire or blow up (others
concurring) opinion,
said that there was no smoke or any
“a passerby who, at the
death.
other indication that Anthony’s car
risk of his or her own life, saves
might explode), placed one arm under
someone about to perish in a burning
Alexandra’s legs and the other behind her back
building can be sued for incidental injury
and lifted her out. Alexandra later said that Lisa
caused in the rescue, but would be immune for
pulled her from the car by grabbing her by the
harming the victim during the administration
arm and “yanking her out ‘like a rag doll.’”
of cardiopulmonary resuscitation out on the
Emergency personnel arrived shortly.
sidewalk. A hiker can be sued if, far from other
Alexandra suffered injury to her vertebrae and
help, he or she causes a broken bone while
42
lifting a fallen comrade up the face of a cliff to
safety, but would be immune if, after waiting
for another member of the party to effect the
rescue, he or she set the broken bone incorrectly.
One who dives into swirling waters to retrieve a
drowning swimmer can be sued for incidental
injury he or she causes while bringing the
victim to shore, but is immune for harm he or
she produces while thereafter trying to revive
the victim.” (Alexandra Van Horn v. Anthony
Glen Watson, December 18, 2008)
2. DO YOU NEED TO CORRECT
YOUR EMPLOYMENT
APPLICATION FORM?
California Labor Code prohibits employers
from asking job applicants about marijuanarelated convictions that are more than two
years old. The penalty is actual damages or
$200, whichever is greater.
The employment application by Starbucks
Corporation, nationally, on the first page asks if
the applicant has been convicted of a crime in
the past seven years. However, to accommodate
Californians a disclaimer limiting the inquiry to
two years is inserted, somewhat obscurely, in
a large bunch of type at the end of the second
IN MEMORIAM
page, just above the applicant’s signature line.
In June, 2005, three applicants who were
denied employment brought a class action suit
against Starbucks on behalf of an estimated
135,000 job applicants who sought jobs
at 1,500 Starbucks locations throughout
California. Each of the three plaintiffs had
applied for a Starbucks job in 2005 by filling
out a job application. None of them had a
marijuana arrest or conviction, and none of
them was hired. They contended that the
conviction question is illegal and demanded the
$200 for themselves and for the other 134,997
applicants.
The Superior Court, where the suit was
filed, went along with the three plaintiffs and
allowed a class (group) action including all
California applicants since June 23, 2004, who
asked for no more than $200 in damages to sue
Starbucks. Starbucks, alarmed, asked the Court
of Appeal to overturn the ruling, declaring that
given the size of the class, “this litigation poses
such great monetary risks to Starbucks (at
least $26 million) that it may be forced to settle
rather than risk an adverse judgment.”
While the Court of Appeal did not like the way
Starbucks buried the conviction question in its
application, it put that matter aside because,
remarkably, not one of the named plaintiffs
had any marijuana convictions to disclose,
and, therefore, no one of them (let alone all the
others) is automatically entitled to the $200,
courtesy of the California Legislature.
Besides, the size of the class is so large that
the pressure on Starbucks to settle without
a trial could, really, become irresistible. This
possibility led the Court to observe that
“enhancing the prospects for obtaining a
settlement on a basis other than the merits” is
not really a good thing.
The Court closed its opinion with this little bit
of humor:
“The civil justice system is not well-served by
turning Starbucks into a Daddy Warbucks.” n
(Starbucks Corporation v. Superior Court
(Lords), December 10, 2008)
RAY JOST, ASID
1930 - 2008
We lost another good guy. Ray Jost,
ASID was a friend to all of us here at
ASID back in the late 1970s through
the 1980s. He was always there with a
kindly attitude whenever I , or for that
matter whenever any of us needed
help and support.
After graduation from Woodbury
College in interior design, Ray moved
to Honolulu, Hawaii where he worked
through the mid 1970s. He worked
for C. S. Wo & Sons, the prestigious
furniture & design company. Ray had
a very large clientele throughout the
islands. He produced many very big
projects for the affluent locals as well
as people from the mainland.
When Ray came to our chapter,
he jumped right-in chairing many
important projects. He twice received
the Chapter Medalist award, the
highest award a chapter can bestow
on a member. His kind nature equaled
his talents as a fine designer and
person. His dry sense of humor was
enjoyed by all.
I sat together with Jerry Shimer,
ASID and Garry Sandlin, ASID at a
beautiful service held for Ray at Holy
Cross Cemetery in Culver City last
December. At the service, many of his
relatives along with the priest paid
due respect to this fine man. n
Ron Fields, ASID
*Member of the State Bar of California
LADESIGN
LADESIGN
| WINTER
| FALL2009
2008 Volume 1,
2, Number 41
43
STUDENT HAPPENINGS
CA LOS ANGELES
Commencement
Thoughts
on Serendipity
Former ASID Los Angeles President Deborah J. Davis
delivered her thoughts to the graduating class of 2008
at Westwood College - Los Angeles Campus
“I
was a calligraphy class because he noticed that
want to thank John Cubello and
all the posters around campus were beautifully
Natalie Mendez for asking me to speak
lettered as a result of this following. In this
to you today. It is a rare pleasure to
class he discovered a beauty in this visual art
welcome into the working world a group of such
form that transcended just an understanding
dedicated students. I have a few stories about
of letters, serif, sans serif, spacing, etc. This
how I have maneuvered the last 18 years since I
discovery played a major roll many years later
was in your seat but you should know that John
when he set out to design the apple computer
has warned me that I am not take too much time
which is set apart in large part because of the
away from the REAL proceedings, and if I do he
beautiful simplicity of it’s art of text. One could
has some sort of cane with a hook or something
argue that since PC’s these days are trying to
to drag me off the stage, so in the interests of
keeping this a “G” rated event, I will be brief.
emulate the Mac, that all computers have been
What I want most to share with you is how
influenced by Steve’s calligraphy class. Steve
self admittedly refers to his inability to see the
very unexpected experiences have the most
significance at the time that he took this class
important results and this is a big change from
but that in hindsight it has played a major role
what you have been through the last few years.
in his work.
I assume you have all worked very hard at very
When I was sitting in your position, with all my
specific goals, such as which classes to take,
how much time you needed to allow for study,
excitement about putting my 4 years of blood,
and juggling all of that with the rest of your life.
sweat, tears, and student loans on the line, you
And you did something right! Because here you
know – what have you been sitting in class for
ALL THIS TIME, and I was about to be unleashed
are – you all possess an internal wisdom that
on the world to show my stuff. I really wanted to
got you to the seat you sit in right now. But
do public and corporate interior design because
things are about to change…
“my talent” belonged in a public capacity,
First off, I have a story about Steve Jobs,
civic structures, or at a minimum the
which he told in his commencement
corporate setting where I could
speech to Stanford. If you have as
It is the
many problems remembering
unexpected help enrich the greatest number
names as I do then you will experiences that possible. After all I wanted to do
appreciate me explaining, he’s
can contribute public spaces because I wanted
lots of people to experience
the guy who created Apple and
the most to
great interior design. But there
Pixar, and a few years ago he
the growth in
was the 49th richest person
were other plans for me…
your career. I
in America. He had attended encourage you to I want to also share a
Reed College for about 6 months take heart if things little bit about how you and I
when he decided to drop out seem to be taking are similar in our careers. You
because he could no longer afford you in different and I will have graduated in times
of economic recession. I know I
to make the tuition payments.
directions.
was terrified about the prospects
He continued to go to classes even
of finding a job when the cover of an
though he was no longer enrolled and
industry magazine in Chicago where I lived
he only went to the ones that interested him,
not because they were required. One of them
at the time headlined that Perkin’s and Will was
44
the only firm with “No Layoffs” which was the
title splashed all over with Nila Leizerwitz’s face
on it who was head of the interiors division at
the time. This article came out the year after I
graduated in 1990 and you can imagine how it
was with only one firm not laying off and there
were no jobs to be had anywhere in town.
But what happened next was very important.
I was offered work as residential designer/
furniture salesperson and I was paid on
commission. It was there that I learned that I
can make it on my own and I became ready to
take on earning my living one sale at a time, one
customer at a time. This helped me to stand on
my feet and fostered the entrepreneurial spirit
that now moves my own company forward. I
later took a job designing custom furniture and
draperies and on a daily basis I was able to gain
strength in watching my own designs come to
fruition which is a most intimidating and scary
but exciting part of design. In addition, by
working with the public and learning the many
communication methods that one must learn to
successfully make it in sales, I learned how to
read people and I learned how they react. This
laid a foundation for the love I have developed
for working with groups, managing people, and
working as a team.
The point of these two stories is Serendipity.
It is the unexpected experiences that can
contribute the most to the growth in your
career. You have been very focused for the
last few years, obviously, because otherwise
you wouldn’t be here. But now you get to start
your life in a more loosely directed way and I
encourage you to take heart if things seem to
be taking you in different directions. Use the
inner wisdom you all possess to see the power
in paying attention to what comes next.
Going back to my story about Steve Jobs, my
point is you are already one big step ahead of
him, now let’s go see what you can do!” n
1
A
ASID
UCLA
Extension
Student
Chapter
Hosts
3rdAnnual
MIX IT UP!
ASID UCLA Extension Student Chapter Board
2
3
STUDENT HAPPENINGS
SID UCLA Extension Student Chapter’s
MIX IT UP! fundraiser was held
November 2nd at the chic, contempoMediterranean Palomino Restaurant in Westwood.
This year’s annual bash included special guests
and sponsors John Harrington, Senior Regional
A+D Director at Humanscale; Allan Dallatorre,
Interior Designer with TOTO; and Celeste Altimari,
A + D Market Manager at Haworth.
Overall nearly 100 guests gathered, mingled,
and reveled to the rhythms of great conversation
and great music. Professional interior designers,
architects, showroom owners and managers, and
ASID student members from various schools
throughout the city caught up with old friends
and made new ones.
Kristin King, ASID LA President 2008-2009,
Jean Pinto, ASID LA President-Elect; and Deborah
Davis, ASID LA President 2007-2008; attended
representing ASID Los Angeles, our Student
Chapter’s parent organization.
We are grateful to our sponsors for their
generous and continuing support of our student
chapter: Humanscale, Atelier Lapchi, Ford
Graphics, TOTO, Haworth, UCLA Extension Arc-ID,
and Benjamin Moore. Not only did Humanscale
donate one of their highly-coveted ergonomic
chairs and a special ergonomic training package
this year; they also donated one at the 2ND
Annual MIX IT UP! and presented a special indepth lecture for our Student Chapter on the
ergonomics of seating last year.
We are also grateful to our contributors,
Graphaids, Kravet, Western Interiors Magazine,
Lee Jofa, Innovations, Simply Savvy Aprons, The
Spot Beauty Supply, and all the vendors, resources
and ASID Industry Partners who donated the
staggering raffle prize booty. Thank you to
Benjamin Moore for the multiple color kits and
fan decks, to Graphaids for the pens and pencils
and erasers we can’t get enough of, to Hennessy
+ Ingalls Art & Architecture Bookstore for their
generous gift certificates, to Ford Graphics for
over $500 in printing certificates, to Joe Fern for
his top vintage boutique California wines, to our
own Helen Pham, ASID UCLA Extension Student
member, for her donation of her custom Simply
Savvy aprons, to Kravet for the bejeweled crimson
velvet throw pillows (fit for a Moroccan palace!),
and to Western Interiors for 5 dozen of the current
issue, fresh off the stands.
5
As the afternoon warmed up and the crowed
brimmed, we moved towards the highlight—a
treasure trove of a raffle. Connie Dale, ASID UCLA
Extension Student Board Member, observed, “The
raffle generated some serious excitement. We were
like kids on Christmas morning! ” The boisterous
crowd was entertained by the emcee skills of
Michael Rasky, ASID UCLA Extension Student
Chapter member, former comic, and talented
original designer, who conducted the raffle.
Michael remarked, “We all go to school together
but we seldom socialize together—it’s nice when
there’s a reference point where we can catch up,
almost like a reunion of sorts. You hear so much
about what’s happened in someone’s life.”
Hands kept shooting up into the air to claim
the awesome raffle prizes. When the ergonomic
Freedom Chair from Humanscale (retail value
$1,050) was raffled, Jean Pinto, ASID LA
President-Elect, was the surprised, happy winner.
Ms. Pinto affirmed, “I had a great time with the
students at “MIX IT UP!” I am so happy to see so
many design students that are active and working
with the ASID UCLA Extension Student Chapter.
I love my chair and I needed one. I have always
supported the students in any way I can. Believe it
or not, I was a student myself, before anyone knew
what Interior Design as a career was. I became a
student member of ASID in1960, when I attended
Woodbury.”
Sophia Halfon-Viklund, ASID Student member,
was the lucky draw for the generous free class
donation (valued at $595) from the UCLA
Extension Arc_ID Program Department. She said,
” I just bought one ticket to win a free class, when
my ticket’s winning number was called I could
hardly believe it! I completed the UCLA extension
Interior Design program in December 2008 and
winning a free class made my dream come true. I
now have the opportunity to take Katherine Fern’s
Business Strategies Class known to be one of the
best classes in our program. I will take the class in
order to learn how to properly run my business.“
Raffle prizewinner of the Spot Beauty Supply
gift basket, Lynda Craven effused, “I love my prizes
and I enjoyed meeting people I hadn’t seen for a
very long time, networking, and finding out what
my design friends are up to.”
Truly everyone was a winner, going home with
new professional connections as well as glossy
gift totes stuffed with art supplies, paint color fan
6
4
45
STUDENT HAPPENINGS
CA LOS ANGELES
decks, design magazines, and even chocolates.
So many friendly faces from our UCLA Arc_ID
program past and present came in support
of the event, a roster rich in design talent
including: Lawrence Kao, Laura Schwartz, former
Student Representative to the Board and Jim
Powers, current Student Representative to the
Board, Danna Meyer, Shana Doyle, Sara Weller,
Kerry Koerner, Philip Gill, Ian Noonan, Patricia
Pedraza, Rachel Eisner, Kelsey Mitchell, Christina
Macgregor, Sue-Anne Wilkinson, Jay Wang, Fariba
Haiem, Joana Sguario, Frank Slesinski, Candace
Allen, Peggy Odita-Hodel, Melissa Haft, and
Giselle Raymond.
Our student chapter president presented a
beautiful bouquet of flowers to our Faculty Advisor,
Kat Fern, ASID, IIDC, IDEC in heartfelt thanks for
the tireless counseling efforts and guidance.
In acknowledgement Kat confirmed, “It is the
mission of our chapter to provide students with
educational experiences outside the classroom,
and to create events in which they have the
opportunity to network with professional interior
designers, vendors, resources and other student
members. Thank you all for supporting our
chapter and the career goals of our students.”
The event really came together around or
student chapter president and the coherent teamplaying Board: Connie Dale, Webmaster; Michel
Dory, Treasurer; Nina Hiken, Public Relations
Chair; Helen Pham, former Membership Chair,
Bianca Novarese, Membership Chair, Janice
Melton-Porter, Secretary; and Catherine Nelson,
Graphic Design Chair.
Based on the crowd size and the support of
our sponsors and contributors, next year we
will probably need to have a larger venue and
a tripled food budget for MIX IT UP! ASID UCLA
Extension Student Chapter will be encouraging
all students, instructors, UCLA Extension Arc-ID
personnel, ASID Industry Partners and ASID Los
Angeles members to join the party. I wonder
if Pauley Pavilion will be available? And, like
Philippe Starck, we will most certainly not take
“No” for an answer. n
7
8
9
10
11
PHOTO CAPTIONS
1: Student member attendees
2: Kat Fern, faculty advisor, John Harrington from
Humanscale, and student Martha George
3: Catherine Chang and Connie Dale
4: Student member attendees
5: Jay Wang, ASID Student member, and Catherine Chang,
ASID UCLA Extension Student Chapter President
6: Helen Pham and Michel Dory, both ASID UCLA Ext,
Student Chapter Board Members
7: UCLA Arc-ID student (ASID student member) Phillip Gill
with gift bag (and a martini)
8: UCLA Student member Christina Macgregor with
Benjamin Moore Classic Color kit she won in the raffle
46
12
9: ASID UCLA Extension Student Chapter Board
Member Catherine Nelson with Mix it up! Raffle ticket
10: Kristin King, President, ASID Los Angeles, Deborah
Davis, Past President ASID-LA and Allan Dallatorre
from TOTO USA
11: Catherine Chang, Lynda Craven (Student
member), and Jim Powers, Student Rep, LA Board
12: Nina Hiken, ASID UCLA Ext, Student Chapter
Board Member, and Sue-Anne Wilkenson, student
member
CAMPUS GUESTS
ASID UCLA EXTENSION STUDENT CHAPTER EVENT:
A SATURDAY WITH CHRISTOPHER ALEXANDER,
GETTY RESEARCH INSTITUTE
By Nina Hiken, ASID UCLA Student Chapter
C
hristopher J. Alexander, Associate Curator
of Architecture and Design at the Getty
Research Institute, in his presentation
sponsored by the ASID UCLA Extension Student
Chapter on October 11th, treated the attendees to
his insights on the Getty’s 25 years of collecting,
30,000 drawings and photographs and more than
150 models and manuscripts.
Alexander communicated the kind of commitment
and passion that illustrates the importance of the
evolution of design. Whether it is the sketches of the
masters from the 1500’s or the concept drawings
of Zaha Hadid, archival preservation of the design
process is what keeps the path alive.
What is important for us, as designers? It is
to implement design, and to record its progress
and completion. Our concepts, drawings and
plans should have a life beyond gathering dust
on a forgotten shelf. We want to see our designs
populated: a couple lounging in a corner we created,
a party dancing in the nightclub we dreamed
up, commuters moving through our light-filled
thoroughfares. To do this, we need to connect-to
each other, and to the public.
Alexander’s presentation showcased the Julius
Shulman archive. Shulman’s photographs are
recognizable, well-known, and at this point in
history, very well placed. Thanks to Shulman’s
meticulous cataloging of his work process (a habit
any designer can benefit from) his entire archive
is now in the care of the Getty Research Institute
(GRI.) Alexander showed many photographs that
are not so commonly known, especially those
illustrating Shulman’s process.
While integrating the archive into the Getty
collection, Alexander asked Shulman this question:
What are you? (A photographer? An artist? An
architectural historian?) Shulman replied, “I’m
a businessman.” He is first a businessman who
understood that it was his business acumen and his
ability to connect with others that would sustain
him and his work.
Alexander treated us to rarely seen shots
of Koenig’s Case Study #22 before Shulman’s
inspiration: un-peopled. Then in contrast, he
showed the house posed with “the girls”, as Shulman
called them. This is an example of Julius Shulman’s
business/design acumen: A house does not live
empty. A house is alive with our warmth, and we
are drawn to what we know, who we want to be: the
attractive pair, talking, in the modern nest, with the
lights of LA spread below. Interior design is about
what happens in a space once it’s created, how the
users occupy it, how they are moved by the space
to gather and be together. Shulman understood,
through his camera’s eye, how to lure us in.
It is this same philosophy that drives a curator
like Alexander. He is in charge of a resource for
designers, architects and historians that offers the
potential for limitless inspiration, reference, and an
opportunity to understand where design has come
from and where it is going. He calls the collection a
“forum for conversation”. Alexander also presented
the Getty exhibition on the work of multi-dexterous
Bernard Rudofsky, a designer who made everything
from Gaudi-esque houses to the famous mid-century
Bernardo Sandals, which made a comeback a few
years ago and now stand as classic design. Rudovsky
was an architect, curator, critic, exhibition designer,
and fashion designer whose entire oeuvre was
influenced by his lifelong interest in concepts about
the body and the use of our senses. His controversial
exhibits and exhibit catalogs were highlighted by
the Getty’s retrospective.
Finally, Alexander unveiled the collection’s
delicate and rare drawings of the masters from the
Italian Renaissance. It became clear, as the lecture
progressed, that Alexander too, understands the
business of art in order to make the Getty collections
alive, vital, and connected to people on a daily basis.
He is a curator who says, “I will follow you through
a gallery and stalk you and eavesdrop to hear your
stories and comments.” With a background in Art
History and Fine Arts and a Masters in Architecture
from UCLA, Alexander perfectly fits his role as Getty
curator and creatively maximizes its possibilities.
“I’m interested in outreach... in taking these
collections and giving them to the people,” he says,
and exhibitions to his credit do just that, such as
collaborations with the Downtown Tom Bradley
Branch of the Los Angeles Public Library and with
the Hammer Museum for the recent John Lautner
retrospective.
Alexander recognizes that when artists, designers
and researchers need access to the archives, they
need it now. The collections are easily accessible: one
need only apply for permission to research a specific
project and become a Getty “reader”. Alexander is
passionate about creating a “new narrative”, he
wants to know what others see when they look at a
master’s work, what their eyes catch, and to do that
requires some distance from the creator and artist.
The Getty Collection Architecture and Design
lecture was attended by ASID UCLA Student Chapter
members, UCLA Arc-ID instructors, professional
photographers and by other ASID professional
members and staff. Inspired by the work, and
by the curatorial fervor of design history, there
followed an active Q & A session on the importance
of preservation and the role of the designer and
design student in the process. Meeting Christopher
Alexander and participating in this educational and
inspiring ASID UCLA Student Chapter event proves
that our community has much to offer, designers,
architects, photographers, artists and students. n
47
STUDENT PERSPECTIVE
CA LOS ANGELES
2008 Legislative Symposium: A Stude
By Nina Hiken, ASID Student Member
ASID UCLA Extension Public Relations Chair
W
e are on a legislative journey
to improve the quality of our
professional lives. Journeys tend to
include many unexpected turns along the way,
and the meeting of many people who contribute
to the accomplishment of the mission.
Right at the beginning, my trip to the 2008
ASID Interior Design Legislative Symposium
in Little Rock, Arkansas (October 24-26)
became a journey towards understanding the
issues facing the profession of Interior Design.
My taxi driver was a civil engineer from eastern
Europe, unable to practice here because
he could not pass the required professional
examination, in English. It saddened me
to talk to a man so educated who could not
exercise his skills, yet there is a need for the
achievement of all required proficiencies in
order to qualify a professional for practice.
Keynote Speaker Bruce Goff, ASID,
Legislative Director of the Interior Design
Coalition of California stated, “If we don’t
have a definition, others will define us.” If
others define us, we may have no say in what
the public understands us to be. Are we paint
and carpet selectors? Are we to be limited to
a color fan deck and some tile samples? How
much service can we provide in such a limited
scope of work?
This is what we face at this moment in the
interior design profession. We are working
to make clear our proficiencies and to create
a pathway of proof so that we can identify
ourselves unequivocally to the public we serve.
Education, experience and examination are
the phases of development that the public
understands as necessary in order to be
considered a “professional” .
As we seek to protect our rights to practice
interior design, it becomes clear that without a
clearly defined scope of work, we can neither
write effective legislation to protect our
profession nor can we teach the issues to those
who do not understand it or oppose it.
Goff reiterated that we need to be recognized
as a profession, and that interior design
registration laws allow people to do their work.
It is clear that we need those laws, lest our
scope of practice shrinks under the heat of fear
48
from other branches of the design and build
industry.
Goff made note that building fear builds
alliances. However, a clear, powerful message
can do the same thing better. We need to
educate ourselves so that when someone
unfamiliar with this issue is listening, we can
tell them why what we do is important, useful,
impactful and unique. We need to learn to get
our message out so clearly that there is no place
for fear to land.
He explained that one of our obstacles to
momentum has been a passive one, that in
the mechanics of legislation, where there is no
harm, there is no need to legislate. The fact
that the public does not see imminent danger
in the unrestricted practice of interior design
does not help our case. It is the advocate’s job
to show where harm may be, conclusively and
convincingly.
After Bruce Goff’s opening speech, Don
Goldberg, Media and Public Relations
for Qorvis Communications, provided
illuminating, instructive exercises in “Getting
the Message Out”.
He encouraged us to “tell us why what you do
is important, useful, impactful.” He cautioned
our public speaking, saying that “there is no
zone of privacy; everything you say or do can be
used against you,” but he also said that anytime
our words are used to promote confusion or
fear, or to obfuscate our message, that we can
“turn that threat into opportunity.”
Mr. Goldberg points us towards expanding
our knowledge of our sources for news, and
to look for allies in all forms of media by
identifying who tells the stories that match our
story.
He demonstrated the art of engaging in
friendly conversation, capitalizing on its linear,
anecdotal quality to help illustrate our points.
However, he warned that we need to vigilantly
“stay on message,” and to remain “interior
design professionals” at all times. The ASID
website provides guidelines for how to speak
to our issues as professionals; see the “members’
only” section.
Just like a newsperson, Mr. Goldberg said
that we must know and perfect our log line.
He offered a simple “diamond” structure for
message delivery:
1. Hit the message with the clear, succinct log
line that sticks to the point and fits your way of
speaking. (The point of the diamond)
2. Expand on the message with anecdotal
details, paint the picture to go with the message,
(the width of the diamond) and
3. Hit the log line (the point) again.
Mr. Goldberg described the diamond as a perfect
elevator-ride length speech. It shouldn’t take
longer than that to enroll various factions of
the public and neighbor professions. If rebuttal
and argument seem imminent, it’s okay to bow
out, or take a stand depending on the dynamic
and your level of confidence. Mr. Goldberg
gave an example of an argument damper he
uses himself, “Non-regulation didn’t work
out too well for Wall Street--- do you think it
would be good for Interior Designer’s charged
with your health, safety and welfare?”
In summarizing his strategy, Mr. Goldberg
directed us towards those we serve. He said
that there is power in saying exactly who we
are helping and how our legislation helps us
help them better. He encouraged us to find not
only allies in the branches of the media, but in
the vast field of the public we design for. The
American Association of Retired People, The
Autism Society, and Advocates for Americans
with Disabilities all benefit immensely from
working with properly certified, knowledgeable
Interior Designers.
We need to learn to make connections
for people so that they can understand how
our issues affect them. For example, when
universal design people are able to stay in their
homes instead of becoming a financial burden
on their families or the welfare system, this is
Interior Design working for society at large.
After the morning of supremely on-message
communications we had an afternoon of
breakout sessions where laying the groundwork,
developing websites, grassroots activism were
topics that set the stage for our action at
home.
At the “Activating Students” session,
we underwent a number of team building
CONTEMPORARY STAINLESS STEEL APPLICATIONS BY
ent’s Perspective
exercises to help the attendees brainstorm simple strategies to bring more
designers into action. For students, it’s about time, convenience, and the
enticement of a free lunch. Our student leader said, “It’s amazing how
many people we got to come to the brainstorming sessions when they
knew there’d be pizza and drinks. We also could get them to stay and
work longer when the refreshments were plentiful.”
Linda Newton, FASID and West Valley Community College Interior
Design Instructor said, “When I start talking to students the first thing
I want to tell them is that I am coming to the end of my career, and
you’re just starting. If you don’t pay attention to what is happening to the
professional world of Interior Design you may not have a career. Interior
Design is not local anymore, now it’s global. Understanding the rules
and regulations of each city and country greatly impacts your ability to
move your practice from California to Texas, for example, where the
regulations are different. Standardization helps us move from state to
state or country to country. This protects the future of your career.”
“Consumer protection is a component here too. For contractors or
architects, we can look up their credentials, we have an opportunity to
verify exactly who we are hiring, but not for an Interior Designer.”
“We’re so busy getting our degrees that we’re hoping someone else is out
there taking care of this for us… but student involvement demonstrates
who this affects in the long run.”
Continuing the weekend’s education in Legislative activism, I
attended the “Grassroots, Grasstops” breakout session. The main points
of grassroots outreach are to personalize and eliminate barriers. Student
designers have are busy developing their skill sets, so scholarships,
sponsorships, guided leadership roles are a good way to bring us in.
Students and Interior Design professionals are the grassroots elements.
The “Grasstops” are those nearest to the Legislative process, like a
lobbyist, or a senator’s aide. Judy Hallberg, ASID, IDCC said, “This
outreach is a priority for our profession.”
To help us coalesce, we need to become known to our Legislators and
their aids. We need to make friends first, then talk message. We need
to know what issues our allies hold dear them and make those issues
important to us too.
But most importantly, we need to define ourselves, to clarify that log
line, so that when we are asked what is it that Interior Designers do, and
why does it need to be legislated, we can answer quickly and brightly, like
a diamond.
When we convince the majority that good legislation does not
take anything away from those who practice harmlessly, that it offers
the opportunity for all to thrive, for all to prosper and to enjoy equal
protection under the law, we will be significantly closer to attaining our
goal. In the process will have honed our own understanding of who we
are and why we do what we do.
As my journey came to a close, the passenger in the seat next to me
saw that I was reading my Business Strategies textbook. After my quick
explanation of why I had been in Little Rock, he remarked, “Wow! I had
no idea that Interior Designers had so much training!” n
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Project4:1/4 page
9/29/08
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Page 1
Julie Kays Design, Inc.
49
AGING IN PLACE
CA LOS ANGELES
Aging Baby Boomers
Redefine Home Design
I
n today’s economy we as Interior Designers
may think of specializing. One avenue of
design in need of addressing is the Baby
Boomers who are now between the ages of 45
& 63 years old.
Seniors 50+ and Baby Boomers are thinking
more and more about Aging in Place and are
opting to stay in their own homes that they
love. They don’t plan to be shipped off to an
old age home or even to an upscale retirement
community; they prefer to live autonomously.
Aging in Place means remaining in one’s
home safely, independently and comfortably
throughout one’s maturing years.
Many of these homes in Southern
California will require the expertise of Interior
Designers to facilitate the development of safe,
accessible accommodations by remodeling
in a manner that enhances quality of life
and promote independent living. Interior
Designers can formulate a space plan, retrofit
the basic requirements and offer designs for
physical problems that may develop in the
later stages of life. What the house will need
is convenience and safety.
Universal Design allows products and
spaces to be usable by people of all ages while
remaining aesthetically pleasing.
50
Universal Design gives the client great
home features that they can enjoy now. It
also helps plan for the future. This kind
of planning can help make sure every part
the home design will adapt to your clients’
changing needs.
Some design features to consider:
• No-step entry.
• One story living.
• Wider doorways and hallways.
• Elevator.
• Wheelchair access.
• Shower Rooms.
• Ground floor bath and bedroom.
When state-of-the-art interior design
principles are applied, the remodel will
support the desire of seniors to Age in
Place with greater competence, safety, and
independence. n
Bette Hornstein, Industry Partner ASID, CID*
deZign services, inc.
dzservices@sbcglobal.net
*Most recently, Bette was part of the ASID-LA design
team for “Aging in Place” in Torrance, in 2008.
Project3:1/2 page
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GREENER THAN GREEN
CA LOS ANGELES
BETTER-THAN-GREEN
LANDSCAPING
Climate-Correct Choices for an
Environmentally Sound Yard.
B
efore Garden Designer Mike Brown came to the
rescue, his most recent installation, a Culver City
home nestled on a charming Magnolia tree-lined
street, was a postage stamp lawn that soaked up water
like a sponge. To compound
matters, the mature landscape
plants had been hat racked and
trimmed into distorted topiaries.
“This client’s plant material was
ready for the big green compost
pile in the sky”, he says, “with
the exception of some azaleas
that were given away”. He goes
on to say, “When the client approached me about wanting
to be more environmentally responsible, we decided to rip
out the lawn and all of the non-native California plants. We
wanted to create a drought tolerant garden with California
natives that would make her home not only stand out from
the “cookie cutter” landscape in the neighborhood, but also
recreate her home as a stop over for native hummingbird
and butterfly pollinators. We replaced the tired, mature plant
material with drought tolerant Rosemary officinalis (trailing
Rosemary), Lavandula stoechas (Spanish Lavender), Olea
wilsoni (non-fruiting Olive trees), Westringea rosmariniformis,
and California natives, Ceanothus horizontalis and Artemisia
‘Powy’s castle’. A non-native ground cover, Polygonum
capitatum, commonly known as knot weed was planted
to fill in barren areas. Six months later, the property has
transformed into a colorful, fragrant
environmental ecosystem, teaming with
life.” Whether it’s container gardens,
terraces or exterior landscapes, Mike’s
client’s are consistently requesting
drought-tolerant, low maintenance,
native designs.
Mike is a horticulturist with a passion for
plants, insects and environmental issues.
His website www.projectgreenscaping.
com is a great place to find information
on all things green—from design concepts to information on
plants from coast to coast. In addition to being a featured
garden columnist, he currently lectures at Descanso Gardens
in La Canada and Jackalope Garden Center in Burbank. He
also supports the efforts and goals of the Theodore Payne
Native Plant Foundation in Sun Valley. He is currently writing
“Project Greenscaping” a television show dealing with
environmental, landscape, and gardening projects across the
country. His garden mantra is, “Let’s go out and get dirty, we
can always clean up later”. Don’t be fooled by his last name,
Brown is the new green on the block! n
52
LEFT: The Culver City landscape before... an old lawn
with an inherited landscape from the last century.
ABOVE: the crew begins the transformation
The Culver
City landscape
immediately and
six months after the
installation. Notice
the ground cover, knot
weed, virtually fills
the foreground. The
Salvia clevelandii and
Lavendula stoechas
are in bloom.
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LEED-CERTIFIED THINKING
CA LOS ANGELES
THE TRUTH ABOUT GREEN CLOSETS
How Your Project Can Become “Certified Green”
GREEN CABINETRY DEFINED
Green Cabinets as defined by Green Builders Magazine are those
cabinets manufactured with materials that have minimal off-gassing,
that are made primarily with sustainably harvested wood, and that
have the lowest possible transportation footprints.
The term “Green” can sometimes be elusive and confusing to both
you and your client. Many so called “Green” products may not meet
any specific standards. It is important that you take the time to review
how a particular product has been certified as “Green” so that you can
provide your client with the correct information.
Everyone is jumping on the “Green” bandwagon because “Green”
product is the hottest product currently on the market. Although
building in general is down, people still seem to be willing to pay a
certain amount of additional cost for “Green” products.
LEED GREEN BUILDING CERTIFICATION
The LEED rating system is the universally accepted performance
criteria for Green Building. LEED is a third party certification
and nationally accepted benchmark for design, construction, and
operation of high performance green buildings. While there are not
certified LEED products, a particular product used in a building can
contribute towards LEED credits requirements.
A maximum of 69 LEED points are available for a residential
project as shown in the following table.
54
LEED CERTIFICATION POINTS TABLE
Site Planning
Sustainable Sites (SS Credits)
14 points
Water Management Water Efficiency (WE Credits)
5 Points
Energy Performance Energy and Atmosphere (EA Credits)
17 Points
Indoor Air Quality Indoor Environmental Quality (EQ Credits) 13 Points
Material Use
Material Resources (MR Credits)
13 Points
Additional
Innovation and Design (ID Credits)
5 Points
Total Points Possible
69 Points
A project can receive a LEED’s certification with as low as 26 LEED
credits. Point Certification levels are listed below:
• Platinum 52-69 points
• Gold
39-51 points
• Silver
33-38 points
• Certified 26-32 points
Many of the available credits/points are awarded for compliance in
the construction process of the residential project including lighting,
heating, water efficiency, sustainable sites, and innovation in design.
In order to get to the magical LEED credit number desired, every
point counts – including those points that are available for closet and
cabinetry materials.
LEED GREEN CABINET CERTIFICATION
Materials that are used in cabinets and closets can achieve LEED’s
certification points in 2 areas:
• Indoor Air Quality - Indoor Environmental Quality (EQ Credits)
• Material Use – Material Resources (MR Credits)
As shown in the LEED Certification Points Table, each of these two
areas can earn a maximum of 13 points. In the following tables, each
area is further sub-divided into areas that are relevant to closet and
cabinetry manufacturing and installation.
EQ Credits – Low Emitting Materials
Adhesives and Sealants
Paints and coatings
Composite wood and Agra-fiber products
MR Credits – Material Resources
Recycled content
Regional materials
Rapidly renewable materials
Certified wood
1 point
1 point
1 point
up to 2 points
up to 2 points
1 point
1 point
SPECIFYING THE RIGHT PRODUCT FOR LEED POINTS
LEED points can be awarded to a residential project by using materials
in cabinets and closets that have a 100% recycled sustainable woods
core.
Closet Factory currently purchases LEED certifiable materials
from two sheet-goods manufacturers: Roseburg and Panolam. Each
company offers a 100% recycled and urea-formaldehyde free core.
• Roseburg’s product is called “Skyblend”
• Panolam’s product is called “Z-Core”.
Be sure to ask your other suppliers what green standards their
products meet – they should all be able to provide substantiating
documentation, information and samples for any of their products.
Any and all final finishing of the selected core materials and
veneers should be done with low or no VOC paints and stains to
assure additional LEED points for Indoor Environmental Quality.
All materials should be finished in a controlled environment at the
factory using only water-based stains and paints. No finishing should
be done on the job site. This helps maintain the air quality of the
residential project.
the manufacturing of closets, cabinets, furniture and an array other
wood products.
“Green” closets and cabinets have never been easier to specify.
More green product is available than ever before. All wood and
melamine products can be specified to provide some level of “Green”.
How far you and your client wish to take it is up to you.
NEW “GREEN” REQUIREMENTS
Be aware that beginning January 1st, 2009 all substrate products in
California are required to meet the state’s “Phase I – Low Emission
Standards”. You should keep abreast of any “green” related regulations
or requirements scheduled to become effective in your state.
FEATURED CLOSET FACTORY “GREEN”
INSTALLATIONS
Closet Factory’s inclusion in the 2009 “THE NEW AMERICAN
HOME” was in part due to the fact that the designs, materials, and
manufacturing processes of our closets and other cabinetry all met
LEED Certification standards.
Another installation of Closet Factory’s “Green” product can
be seen in the “VATSU” home featured on KCTS, Seattle’s public
television station. The principles of VATSU are:
“… living organically and in harmony with nature while building green
and minimizing one’s ecological footprint. Besides striking a highly relevant
environmental chord, VATSU is beneficial as a tool to holistically combat
ailments associated with stress. Environments are created that appeal to the
body, mind and soul through the manipulation of color, light, and texture
and the discerning selection of objects and sensitive placement of furniture.”
The Seattle home is designated a “Platinum” Certified LEED home. n
Kay Wade
Vice President, Head Designer – Closet Factory
NAHB Certified Green Professional CGP
Kay Wade has been designing closets for more than 15 years and is a
NAHB Certified Green Professional. ASID members can find more
information about Closet Factory at: www.closetfactory.com/asid/
NEW GREEN MATERIALS
For the client interested in using the latest in “Green” materials,
there are some innovative new products just coming available.
KIREI Bamboo veneer and KIREI Board offer exciting and attractive
alternatives to traditional wood products.
KIREI Bamboo Veneer is a highly sustainable and light weight
alternative to wood veneer. It is available in several thicknesses of
veneer applied to standard 4 x 8 sheets, thereby making it comparable
to other panel materials. It comes in several color options that can
provide a unique look for closets and cabinets.
KIREI Board is a strong, lightweight and environmentally friendly
substitute for wood. It is manufactured from reclaimed sorghum straw
and has no added formaldehyde adhesive. It has a modern and unique
grass like look. It is available in 3/4”-thick boards that can be used for
55

Winter 2009 - ASID Los Angeles Chapter

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