Desert Design Magazine Winter 2012

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DESERT ESIGN Voice of the ASID Arizona North Chapter

Winter 2012

Trends Exclusive!

Designer

For 2012 • Colors • Fabrics • Downsizing

New Section: Hot New Products

Plus Student Buzz Industry News New IP Directory

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contents

About the cover: First Place – Fixture Design 2011 Design Excellence Awards Interior Motives, Anita Lang, Allied ASID

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Tangerine Tango 2012 Pantone® Color of the Year

14 Departments: 4

President’s Letter

6

Editor’s Letter

7

Events Calendar

8

Chapter News

14

Industry News

17 Designer Marketing 24

HOT new products

26

Student BuzZ

28

IP Directory

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Features: Trends for 2012 18 color trends

Forecasting of color preferences for 2012

20 f abric trends

Bold patterns and visual textures are “in” this year

22 H as downSIzing peaked?

A look at today’s homes in today’s market

winter 2012 Desert Design

letter

FROM TH E PR ESID EN T

2011 – 2012 Board of Directors

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t’s a new year, with new resolutions, new trends and new products. I love this time of year – ideas seem brighter, new products seem glossier, and goals seem even more attainable.

This year I resolve to make at least one realistic resolution. Clean out the office? Revamp the living room? Revisit old art projects? Or start fresh with a new idea I haven’t tried? There is crispness in the air and optimism in my heart as I set out to discover what the New Year has in store for me.

I am inspired by the color palette and pattern offerings appearing on the market this year. Earthy hues with pops of vibrancy remind me of Indian Blanket flowers blooming next to an outcropping of northern Arizona granite. According to several paint companies, the new in color for 2012 is Grey. This stylish neutral looks to be the pairing of choice, whether with watery blues or vibrant yellows. And tying into this is a trend towards metallics. Sleek and modern or elegant and glamorous, grey is the new black.

This year is going to be about graphics and patterns. Bold patterns will be the primary focus. Mix textiles, patterns and textures to take best advantage of this new trend. And one of my favorite impulses is showing up in profusion – take a traditional pattern, simplify and enlarge it in order to form a new modern twist on the traditional. This “back to basics” look at traditional patterns is anything but. They are oversized, bold, colorful, tonal, stylized, abstract and ethnic. I am drawn to simple formal designs like Windsor Smith’s Riad showing an up-close view of a traditional trellis scheme, paired with informal ethnic flair like a Mexican blanket stripe.

New Year’s Resolutions are swirling around in my head. Maybe I should revamp the living room with a new neutral grey to reinvigorate my existing color palette. Patterns are looming in my future…new tiling design in the bathroom? Mixing textiles and wood tones in the living room? Maybe my new art project will be a multi-media take on a traditional pattern.

Many of the new offerings for 2012 are highlighted in this issue of Desert Design. Peruse the issue and then go on your own scavenger hunt for inspiration. The whole year is before you! DD Create Your World!

Tracey Marshall, ASID President 2011-2012

Desert Design winter 2012

This year I resolve to make at least one realistic resolution.

PRESIDENT TRACEY MARSHALL, ASID Cell: 602-738-0017 towandadesigns@cox.net PRESIDENT ELECT CINDY LEWTON, ASID Cell: 480-677-0508 cindylewtonasid@gmail.com FINANCIAL DIRECTOR LINDA SINGER HEINZ, ASID Tel: 480 515-1907 Cell: 602-531-5647 idzn4u@cox.net

PROFESSIONAL DEVELOPMENT DIRECTOR JILL STEBBINS, Allied Member ASID Tel: 602- 515-6679 Cell: 949 394-6123 jestebbins@yahoo.com MEMBERSHIP DIRECTOR JEWELL H. BLAIR, Allied Member ASID Tel: 623-825-0105 Cell: 623-217-0304 jaybeeaz@q.com AT-LARGE DIRECTOR ELLEN BOSCO, Industry Partner of ASID Tel: 800-648-5726 ext. 2840 Cell: 480-251-1535 ellenmbosco@gmail.com CHAPTER ADMINISTRATOR BEV MCMANN Tel: (602)569-8916 Fax: (480) 951-8161 info@asidaznorth.org

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letter

FROM TH E Editor

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elcome to our first issue of Desert Design Magazine for 2012. The beginning of a new year is an appropriate time for manufacturers and vendors to showcase their latest offerings to practicing interior designers.

Fortunately, there are some common threads throughout the material we received from various sources. One of these common thread colors is the 2012 Pantone® Color of the Year, Tangerine Tango.

Pantone’s website states that “In 1963, Lawrence Herbert, Pantone’s founder, created an innovative system for identifying, matching, and communicating colors to solve the problems associated with producing accurate color matches in the graphic arts community.” This system “is a vital tool for designers in the apparel, home furnishing, and interiors design industries for selecting and specifying color used in the manufacturing of textiles and fashion.” In this issue, you will see the latest in color trends, furnishings, and fabrics, as well as an article (by Naomi Anderson) on how to check up on the viability of your PR goals.

I would like to thank members of the ASID family for continuing to provide our local community and regions beyond this locale with exquisite design, from design practitioners to industry partners. A big thank you goes to Phoenix Home and Garden Magazine for continuing to partner with our chapter and affording us the opportunity to grow our brand. This issue also contains an insightful article by Kermit Baker, Hon. AIA, AIA Chief Economist about the “downsizing of homes” in today’s economy.

We rely heavily upon advertisers in Desert Design Magazine and those IPs who support us throughout a given year by sponsoring events and providing products and resources for a project such as UMOM (the largest homeless shelter in the state and one of our chapter’s 2012 charities). By continually working together and expressing our thoughts through Desert Design Magazine, we can only increase the strength of our chapter.

Finally, beginning with the next issue, we hope to begin a “Milestones” section listing special events and anniversaries. Stay tuned, attend monthly meetings, and feel free to submit articles for publication in Desert Design Magazine. DD ichael Clare, Industry Partner M Editor

2012 Pantone® Color of the Year

Desert Design winter 2012

ASID ARIZONA NORTH CHAPTER OFFICE Bev McMann Administrator Suite 300 7702 East Doubletree Ranch Road Scottsdale, Arizona 85258 602-569-8916 www.asidaznorth.org

EDITOR Michael Clare, Industry Partner Editor 480-970-8400

EDITORIAL STAFF Naomi Anderson, Industry Partner 602-820-2336 Candy Lesher, Industry Partner 480-784-6611 x 245 Dede Radford, Industry Partner 602-702-7273

PUBLISHING STAFF Publishing/Advertising Sales Suite B 7507 East McDonald Drive Scottsdale, Arizona 85250

TERRY BABB Publisher

602-870-8440 KAREN ROMERSA Associate Publisher

602-696-8768

LINDA LONGMIRE Art Director

602-274-3979 PATRICK JAGENDORF

Western Sales Representative

562-795-9134

media

Tangerine Tango

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DESERT ESIGN

Suite B, 7570 East McDonald Drive Scottsdale, Arizona 85250

Desert Design Magazine is published quarterly for the Arizona North Chapter of the American Society of Interior Designers (ASID) by Babb Media, LLC. Editorial content and the Desert Design Magazine title are controlled and owned by the Arizona North Chapter of ASID. Reproduction of this publication in whole or in part, in any form, is strictly prohibited without the written permission of the Arizona North Chapter of ASID. Neither the Arizona North Chapter of ASID nor Babb Media assume responsibility for the validity of advertisers’ claims or statements made in published items.

Meetings& Events February

3 Creative Brief submission deadline 4 S tudent Charette 7:30 am to 6:00 pm, location TBD

10 Board Meeting – ASID Office 16 C hapter Meeting: “Rugs 101” Venue: Alyshaan Fine Rugs 15125 N. Hayden Rd #110, Scottsdale, AZ 85260

25 Designers’ Own Homes Tour 28 Emerging Professionals Event

March 2 Creative Brief submission deadline 9 Board Meeting – ASID Office 15 C hapter Meeting topic: TBD Venue: Design Within Reach 4821 N. Scottsdale Rd #101 Scottsdale, AZ 85251

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A SID Legislative Symposium Atlanta, Georgia

25 S tudent Career Day –

ASID 2012

calendar May 4 Creative Brief submission deadline 11 Board Meeting – ASID Office 17 C hapter Meeting – “How to Get Published” presented by Linda Barkman, editor, Phoenix Home & Garden Magazine Naomi Anderson, Anderson+Company (public relations firm) Nora Trulsson, Editor, Sources + Design Magazine Venue: Design Source Furniture 7291 W. Bell Rd., Glendale, AZ 85308 New Member Meeting

June 1 Creative Brief submission deadline 8 Board Meeting – ASID Office 9-10 ASID Chapter Leadership Conference, Chicago, IL

11-13 NeoCON Chicago, IL 21 Chapter Meeting: “lce Cream Social” Venue: BedMart

27 Emerging Professionals Event

Venue TBD 9:00 am to 1:30 pm

Design for Hire: Entire month of March

April 1 Desert Design Magazine submission deadline 6 Creative Brief submission deadline 12 Board Meeting – ASID Office 16 Past Presidents Advisory Meeting 19 C hapter Meeting: Trade Show / Prof. Development Day (0.4 CEUs) Venue: Arizona Design Center 7350 N. Dobson Rd., Scottsdale, AZ 85256

30 Awards Competition entries due Please send any event news, business questions, observations, or emerging trend in the business to Editor, Michael Clare: 480-970-8400 Email: asid.azn.communications@gmail.com

July 2 Desert Design Magazine submission deadline 6 Creative Brief submission deadline 12 Board Meeting – ASID Office 16 Past Presidents Advisory Meeting 19 Chapter Meeting: “Art & Wine Mixer”

Venue: Calvin Charles Gallery / Blue Rain Gallery 4201 N. Marshall Way, Scottsdale, AZ 85251

August 3 Creative Brief submission deadline 10 Board Meeting – ASID Office 18 T entative date: Design Excellence Awards Events Venue: TBD

winter 2012 Desert Design

chapter news

MEETING RECAPS

By Ell en B osco, In dustry Partne r R epr es e n tativ e

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his last quarter was filled with informative and exciting monthly gatherings. In October, Palavela Home of Scottsdale hosted our largest membership meeting. Laurie Clark, Senior Designer Account Executive with Sherwin Williams, presented COLORMIX™ 2012, color forecasts for the design community. She talked about palettes inspired

by Mother Earth including forest, seaweed, algae, and moss. Thank you to Ryan and Sue O’Meara for hosting the meeting and to Laurie Clark for bringing us this year’s colors.

November brought us into the kitchen at Allstate Appliances where Mary Fisher Knott, Allied ASID, spoke about turning lemons into lemonade, specifically talking about some of her challenging kitchen projects. We collected a truckload of food for our community service organization, UMOM. Thanks to Megan Still and her crew at Allstate for providing us with wonderful food and beverage.

Desert Design winter 2012

Speaking about food, our host, Alyshaan Rugs, provided us with delectable Middle Eastern food for our Exotic Holiday Party in December. Our hosts were clothed in sari costumes and the belly dancer turned some heads. Across the hall, Arizona Wholesale supplied scrumptious desserts. Thank you to Gem Surfaces for providing libations. Members: Thank you for bringing toys and books to Santa’s workshop for UMOM; the children appreciated their special gifts. A thank you to everyone for participating in the raffle benefitting UMOM with the grand prize being a $10,000 rug donated by Alyshaan Rugs. Other prizes included an IPAD from ASID and spa packages from Arizona Wholesale. DD

Legislative Fundraising Efforts

By C in dy Lewton, ASID, P resid en t-El ect

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nterior Design Coalition of Arizona (IDCA) hosted the very successful Green Grapes Wine Tasting event February 2nd at AECOM’s new Phoenix office. This annual event is a fundraiser supporting IDCA’s legislative efforts in Arizona.

What are those legislative efforts?

The Coalition strives to protect the interior design profession through a voluntary registration that would give designers the ability to submit, stamp,

and sign non-structural plans for permitting purposes.

IDCA’s next event is an evening of golf, Design Under Par, to be held March 22, 2012. This fundraising event is for those who play golf or would like to have a great time playing AT golf! A great silent auction is planned along with a fun evening of networking. Don’t miss out!

Lastly, ASID strongly supports legislative efforts in support of our profession throughout the country. To this end, ASID is hosting a legislative symposium in Georgia next month and we expect to hear about the latest efforts. DD

A New Scottsdale Boutique

Welcome New Practitioner Members!

• Stephenie J. Hodge, Allied ASID

• Kristen Kay Abbey, Allied ASID

• Kelly Elizabeth Ford, Allied ASID

• Lisa Abadie, Allied ASID

• Eleanor Brachfeld, Allied ASID • Gwen Connor, Allied ASID • Milt E. Elliott, ASID • Betsy Burgan, Allied ASID

• Trampas C. Johnston, Allied ASID • Kristen M. Wilmering, Allied ASID • J anice S. Pierson, ASID, LEED AP

Furniture, Accessories & Gifts 15505 N. Scottsdale Road Scottsdale, AZ 85255 located in the Zocallo Plaza 480-659-3646 www.abodefineliving.com

• Kim Marie Soe, Allied ASID

2012 Design Excellence Awards Competition HR eminder!

Entries for this year’s competition will be submitted in digital format for the second year in a row.

HS ubmission Deadline: 4/27/12 12 p.m. to 4 p.m. at the Kravet Showroom.

To learn how to enter this competition, go to www. asidaznorth.org and click on the awards competition button on the home page.

HQ uestions?

Contact Amy Strang, Chair, at amystrang1@gmail.com. winter 2012 Desert Design

chapter news

ASID Designers design a Style Villa for Phoenix Fashion Week!

By K ari M aKenn a , Stud ent Me mbe r A S I D, Committe e C hair

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or the second year, ASID received a fabulous opportunity when Cheryl Lutton, Marketing Director for Cities West Publishing, Inc., asked ASID to design a “Style Villa,” for Arizona’s leading fashion event, Phoenix Fashion Week.

Armed with an absolutely incredible team of volunteers, the crew created a design and enlisted Industry Partner Members and vendor donations to create relaxing lounge areas to compliment the Fashion Week’s vendor extravaganza at the Talking Stick Resort!

Phoenix Fashion Week is a yearly runway show that “Bridges Designers and Buyers.” It draws 1,500 guests and was created to market established and emerging fashion designers from around the globe to top retailers, buyers, media, and fashionistas.

The volunteers this year were challenged to create a space that was, according to Brian Hill, Executive Director of the event: “…cool, urban, hot, chic and…sick!”

The wall-less space is large and open to the public so the challenge was to create sitting venues, add excitement, and attract attention for the vendors.

Twelve-foot vertical banners with hand-painted fashion illustrations on the surrounding pillars offered major impact; large tree pots dressed in skirts of a wild metallic fabric offered a bit of bling. Existing furniture slipped into colorful fabric covers and additional selected pieces gave the space a “cool” factor.

Fashion sketches from the show’s featured designers were printed on transparency film and transferred to make fabric pillows to adorn the space.

The designers will receive the pillow as a souvenir of the event at the end of the show.

Thanks go out to the ASID designers who worked so hard on the project and to all of the generous donations from the Industry Partners of ASID and vendors who donated to help bring the vision to life! DD Phoenix Fashion Week Committee Members: • Kari MaKenna, Student ASID, Chair • Paulette Kim, Student ASID, Co-Chair • Paula Savino, Allied ASID • Nancy Slane-High, Allied ASID • Gabriela Jacobsen, Allied ASID

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We Need Your Expertise for Design for Hire!

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ur wildly successful annual fundraising event, Design for Hire, opens to the public on February 25, 2012 and runs through March 2012. We need designers from all over the valley to participate in this worthy event. Proceeds support scholarships and educational events throughout the year.

Here is how it works: Register as a designer online at www. asidaznorth.org. Based on the information you provide on your registration form, you will be matched with one or more clients.

You will donate a maximum of two hours of your time per client.

The client will pay for a maximum of two hours at $75/hr. ASID AZ North Chapter collects this amount from you. Some clients will just want a consult and will be happy with only two hours.

Others may want to engage your services beyond the initial two hours, and you are free to offer your design services at your standard rates.

Again, go to www.asidaznorth. org to register. Questions?

Contact Diana Lubic, Chair, at dlubic@hotmail.com. DD

Coming...

In the Spring issue of Desert Design

What’s new in lighting...

H ac i e n da L

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INDUSTRY PARTNER

Fine and Unique Lighting • Lamps • Accessories • Ceiling Fans 15613 N. Greenway/Hayden Loop • 480-991-6767 • Monday - Friday 8-6 • Saturday 9-4 • www.haciendalighting.net

Those in the know talk about new lighting options, trends and equipment that designers will be using.

winter 2012 Desert Design

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chapter news

mark your calendars

By Ell en B osco, In dustry Partne r R epres e n tativ e

Trade Show/ Professional

Development Day • April 19th, 2012

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trade show with vendor booths will be held at the Arizona Design Center, 7350 N. Dobson in conjunction with this year’s Professional Development Day. There will be approximately 50 booth spaces available for vendors and 4 CEUs offered to designers during the day in several showrooms.

This will be an exciting and informative day of networking and fun, so don’t miss it!

Watch for more information in future emails from ASID Arizona North Chapter. DD

Design Excellence Awards Updates

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ur apologies to Stacy Meisterheim, Allied ASID of Est Est, Inc. who was not recognized previously as one of the designers of the 3rd Place Singular Space winning entry. We are happy to now present a photo of the winning entry in the 1st place Public Facility category designed by Norma Escandon Michaels, ASID of NM Interiors.

Congratulations to both! DD

1st Place – Public Facility NM Interiores Group, Inc. Norma Escandon Michaels, ASID

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3rd Place – Singular Space Est Est, Inc. Stacy Meisterheim, Allied ASID Kristin Fredstrom, Allied ASID

ad, ot ove

eceive.

chapter news

New Associate Membership Category I was encouraged to join by:

I was encouraged to join by:

Associate Membership Qualifications

Experience must be verified by: • Existing interior designer member of ASID ligible individuals are practicing • Existing IP member of ASID interior designers who can demonstrate six Member ID#: _____________________________ years of full time interior design experience Member ID#: _____________________________ • Current or past employers and provide a college transcript reflecting a • Current or past clients Please of include the name and member number otherPlease include the name and member ID number minimum an associate’s degree in aIDsubject Associate Members must comply with standard the ASID member who referred you in the of the ASID member who referred you in the than of interior design.

CEUonrequirements. appropriate fields on the membership application appropriate fields the membership application Goto to http://www.asid.org/members/associate/ receive a FREE ASID gift and be entered into to receive a FREE ASID gift and be$100 entered into Application Fee: a drawing a prize at $500! a drawing for a prize valued at $500! to learn morefor and refervalued a friend in the Share the Love Membership Dues: $430 promotion! DD

E

Member Name: ___________________________

Member Name: ___________________________

share the love

A

I was join by: s aencouraged valued to ASID member,

join by: you have aI was encouraged national to events.

All individuals, companies, and their strong influence on your colleagues and friends chapter affiliation will also be recognized on ASID. who are not___________________________ currently a part of ASID. Share Memberorg.

Member Name: Name: ___________________________ why you LOVE ASID and how being a This promotion applies to professional and part of this community has helped you grow allied members. ASID student members may not Member ID#: _____________________________ Member ID#: _____________________________ your business, build your network and expand participate. This offer is good for those that were your knowledge—and get some extra $ while active members in the past five years, but need to Please Please include the name Just and member ID number doing it! include the name and member ID number be reinstated. write the recruiter’s membership of the ASID member who referred you in the of the ASID member who referred you in the Love Instructions!

Have the new member write number on the reinstatement form. appropriate fields on the membership application appropriate fields on the membership application receive aID FREE ASID gift be entered into or to receive a Go FREE gift and be entered into your to member number onand their application toASID http://www.asid.org/memberservices/love/ drawing for aonline, prize valued for a prize valued information at $500! whena they apply and atwe$500! will track it. Oncea drawing launch for more and forms. the new member has been active for four months, Share the Love. Build an even stronger you will receive your voucher code for $50 that can network of interior design professionals. DD be used towards membership dues or anything in the ASID store.

True Love!

With whom should you share the love? Think about your network of colleagues and friends. A designer can refer Industry Partners and vice versa.

Don’t be shy - everyone could use a lil’ love!

Recruit 10 new members and become part of the Whole Lotta Love Club! You’ll receive a special ASID pin and be recognized at chapter and

I was encouraged to join b

Member Name: ________

Member ID#: __________

Please include the name of the ASID member who appropriate fields on the m to receive a FREE ASID g a drawing for a prize value

winter 2012 Desert Design

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industry news

EYE ON DESIGN

By Lin da J. Barkman, Editor , P h o e n i x H o m e & G a r d e n ASI D In dustry Partne r

D

2012 DESIGN TRENDS esign trends for the New Year are always a hot topic in January, with forecasts and predictions pouring in from industry experts many weeks prior. Based on their press releases, what I am seeing in the homes I review, and what I am hearing from design professionals, here are some of the trends that I feel have the most relevance for those of us fortunate enough to reside in Arizona.

COLOR Since color is at the heart of all design decisions, that seems like a logical place to begin. Tangerine Tango, Pantone’s 2012 Color of the Year, will be brightening décor in the days to come, even if only in small doses. I see this lively reddish-orange hue used as an energizing accent reflecting the growing optimism about the economy. And since this is a color often seen in desert flora and our stunning sunsets, it has great regional relevance for Arizonans, in particular.

At the opposite end of the color scale are soothing winter whites, shades of grey and earth tones, which are bringing a sense of calm and sophistication not only to walls but to furniture, with lighter woods and painted finishes, especially in pale greys and whites.

The muted palette even extends to tiles, with shades of white offering a look that is stylish and timeless. In place of color, dimensional, raised or textured designs are providing impact on fireplaces, backsplashes, wainscoting, tub surrounds, shower walls and more.

TUFTED FURNITURE From sofas, chairs and ottomans to benches and headboards, from linen to leather, and from Traditional to Contemporary pieces, tufted furniture is enjoying a resurgence in interest. Manufacturers jumping on the bandwagon include Natuzzi, Leathercraft, Room, Zuo Modern, Charles P. Rogers, Peninsula and many more, primarily at the higher

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end. For a timeless sense of elegance, the look is hard to beat. It’s truly a trend that transcends trends.

CURVES Chair and table legs, sofa backs and cabinet fronts are showing their feminine side with soft, graceful curves. Note the Hayworth Lamp Table and the

scoop-armed Greta Chair from Lexington Home’s new Mirage collection, the curvaceous Palio Buffet from Domitalia of Italy and the curve-legged Cocktail Table from Century Furniture’s Omni Collection.

They make wonderful counterpoints to structured straight-edged pieces and Contemporary architecture.

industry news

BUY LOCAL Possibly the biggest trend, the Buy Local mantra seems to be sweeping the nation. While there is a strong push across the country for consumers to buy products that are Made in America, the emphasis in Arizona is on purchasing items that are locally produced, designed, and/or available. We are fortunate to have a wealth of talented artisans, craftsmen and design professionals in Arizona, and Phoenix Home & Garden is intent on giving them our support. DD M E D I A PA RT N E R S

TILES CERAMICS PORCELAINS STONES

& #VUIFSVT %SJWF 4VJUF 4DPUUTEBMF "; JOGP!DFSBNJDB VT

GBY

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industry news

Randy W. Fiser is New ASID CEO

R

andy W. Fiser has been named ASID’s new executive vice president and chief executive officer.

Fiser brings to ASID a background in leading organizational transformation in corporate, not-for-profit, and professional services industries. His background includes leading staff, boards, executives, and stakeholders to design strategies, implement programs, and measure performance to achieve organizational goals.

Fiser comes to ASID from the Washington, D.C.-based nonprofit education reform organization Achieve, where he served as vice president of management, finance, and operations.

He has previous experience as vice president of

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strategy for the Fannie Mae Foundation, as a senior advisor at the Make it Right Foundation, and as a senior associate at Booz Allen Hamilton, a strategy, management, and technology consulting firm.

Mr. Fiser’s appointment was announced by ASID President Lisa Henry, FASID, who led a national search task force seeking a qualified candidate to fill the executive position. Mr. Fiser was chosen from more than 150 candidates by the selection committee and approved by the ASID Board of Directors.

Fiser, a native Arizonian, has an MBA in international business from Georgetown University, a Master of Arts in counseling and human development from University of Georgia, and a Bachelor of Arts in human resource management from Northern Arizona University. DD

designer marketing

PR POiNTERS: TONE YOUR MARKETING MUSCLES IN 2012 – A Marketing Circuit Workout

BY N AOMI A N DE RSON , A ND ERSON+CO M PA NY P R / M A R KE T ING

I

don’t know about you, but getting and staying in shape physically is something I think about and strive for at the beginning of every New Year, but somehow towards spring my love of the “workout” fizzles to a few brisk walks per week and the lifting of Costco boxes out of my car. Sadly, golf just doesn’t count much in the heart-pumping department.

Honestly, exercising is not one of my favorite pasttimes, but I’m fully aware of the importance it promises to my health and overall happiness. What are we without our health to keeps us feeling younger, stronger, and more confident? So, with that said, I am on board once again with new, revitalized energy for embarking on a spirited workout circuit in 2012…are you with me?

Like your personal health, the lack of movement of your marketing muscles on a steady and regular basis can result in your business becoming weak, stale, and gasping for breath. Of course, you don’t want that…so go strong into 2012 with a new approach. To help tone and condition your studio, follow my Weekly Marketing Circuit Workout 2012. By committing to only 30 minutes per work day building your brand, I can ensure you that your business will gain a healthier bottom line. (No, I didn’t say “bottom”, but let’s hope for that, too!)

Circuit #1: Marketing Collateral Stretch – To get started, spend 30 minutes to an hour reviewing all of your current marketing materials from your business cards to your e-mail signature line. Spread them all out on your drafting table and rank them 1-5 (1 being weak, dated and boring – or missing!). At a minimum, you should have in your branding arsenal the following consistently designed tools in 2012: Logo (eyecatching), business card (creative, off-sized, memorable), leave-behind flyer/brochure, letterhead (digital as well), envelopes, shipping labels, e-mail signature (logo, contact info, headshot, or project thumbnail images), and a Word Press Website/BLOG page. Stretch your imagination here. A grand first impression is vital to a healthy design practice. Don’t resist…push for better!

Circuit #2: Past Client Connections for Endurance – It remains a rule of thumb today that 80% of your business comes from 20% of your client base. If you are a believer, then why not allocate 30 minutes per week reconnecting with past clients?

You will undoubtedly bring in new projects. Results should include remodels, room renovations, new builds, or referrals to friends or colleagues. This strategy ranks at the top of my list for maximizing the health of your business on a shoe-string budget. Call, e-mail, or send a note today…tell them you’re alive, well, and that you appreciate their business!

Circuit #3: Network Marketing Treadmill – In 2012, this will prove to be one of the most critical promotional exercises you can jump on to excel in gaining new business. It can be rigorous, especially if you’re more of an introverted personality, but the more consistent you are with this climb, the more comfortable you’ll become, especially, when you start strengthening your network of referral partners, friends, and colleagues.

Circuit #4: iMarketing Lunges – Breathe deep and step far out into the exciting world of Internet or Digital Marketing. I recommend 30 minutes to an hour per week focused on your Internet visibility. Are you on board and taking advantage of the value the Web provides your business? You may want to revise your site, optimize it for search engines, increase or start your blogging, and social media efforts. Don’t sweat it…there are personal trainers out there to guide you in these efforts. Believe me, potential clients are looking for you online now!

Circuit #5: Public Relations Pull-Ups – Build up your clientele by engaging in events and opportunities where you can share your expertise— such as speaking engagements, webinars, Lunch and Learns, and eNewsletter. Offer educational events where potential clients are free to use information and the expertise you provide, but then they’ll quickly realize hiring you as the “expert” will give them the best results.

I hope these marketing exercises help strengthen your studio, showroom or service. Just like pumping the real thing, the consistent action of your marketing strategies will build your business endurance 2012! DD winter 2012 Desert Design

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The wall color is American Clay’s “Eureka”, a complement to Pantone’s 2012 Color of the Year.

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Colo� Trends T

rends in color are essential elements in a designer’s choice in specifying wall colors, wall coverings, fabrics, flooring, furnishings and accessories. Two major companies that are very involved in researching color preferences are Sherwin-Williams and American Clay. Because the products they provide to designers depend on color, their market research serves as a reliable base for forecasting popular color preferences for the coming year.

Sherwin-Williams Sherwin-Williams

“Pairing colors within the same color family is a dominant trend. We discovered a fresh array of combinations within color families – be it fiery reds, watery blues, grassy greens or organic neutrals,” explained Jackie Jordan, Sherwin-Williams’ Director of Color Marketing who summarized the company’s paint and finish 2012 forecast.

• Reds Burn Brightly Red is the color of love and warmth and aesthetically ranges from deep passion to soft femininity. This palette includes hues of flowers and glowing embers. It isn’t a single red, but a deep gradation of fuchsias, redoranges, violets, and delicate pinks.

• Blues Not Washed Out This palette identifies a pair of functional and treasured blues: denim and water. It explores the darkest indigo to faded-jeans hues, some with violet undertones, as well as the shimmery shades that reflect water bodies.

• Greens Firmly Planted Casting aside dated yellow-tinged greens, this palette includes lush, moody, and complex greens. It showcases the greens of the sea and forest; leafy motifs; rustic, natural textures as well as organic elements such as algae, moss, and seaweed.

• Neutrals Provide Balance Raw materials continue to influence color trends, especially the more subtle hues. Picture a field of grain, pile of pebbles, weathered wood, and earthen clay. Gold tones embody the sun and soft metallics – and they warm up this palette. Textural elements such as linen, unfired porcelain, and mixed woods provide subtle tonal variations.

Sherwin-Williams has identified 40 hues in their 2012 color forecast that are close to each of these groupings.

American Clay American Clay has designated a color called Eureka to complement Pantone Matching System’s Color of the Year, Tangerine Tango.

Clay is a material which has existed since 1100 AD and has often been reformulated to meet specific construction objectives. “By mixing clay with additives, it can be used on walls and ceilings providing designers a “new” material for interior use that is durable, non-toxic, resists mold, and has zero environmental impact.

Also, there are no volatile organic compounds in this clay formula,” explained American Clay’s April Riggins, Allied Member, ASID. Modern clay is a cost-effective, creative interior treatment designers often use to enhance an interior.

Exposing clients to clay is exposing them to one of the new trends and products of 2012. DD winter 2012 Desert Design

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An example of a Designer Fluff pillow with a fresh pattern by Trish Gardner

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FabricTrends T

hroughout the ages, fabrics have been an integral part of the interior designer’s repertoire. From duvets and wall coverings to furnishings and window coverings, we often desire to embellish the interior environment with color, texture, and warmth.

designer fluff

brings bold patterns and unusual color combinations to the world of pillows. Co-founder and New York based interior designer Audra Canfield hand picks fabrics for her handmade pillows. They are offered in five sizes: 18 x 18, 20 x 20, 22 x 22, 12 x 20, and 15 x 20.

Pallas textiles

provides us with Valetudo (Latin for health and wellness) privacy curtains, a product which contains layering of pattern and color to create depth and visual texture. This product was created by healthcare designers for healthcare projects. They also offer Trevira FR polyester for durability and “cleanability”. DD

Pallas’ “Valetudo” privacy curtain for healthcare projects. winter 2012 Desert Design

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This secretary, available through Palavela Home, serves as a multifunctional furnishing for downsizing.

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Downsizing of Homes

May Have Finally Peaked

Ke rmit Bake r, H on. AIA , A I A C hi ef Eco nomist, w w w. A I A .org

D

Declines in Home Stabilizing Declines in Home SizesSizes Stabilizing

ownsizing has been the dominant theme for the housing market over the past several years. As falling house prices pushed the number of foreclosed properties to record levels, new homes have been getting smaller and more affordable in an effort to compete with these distressed properties. As a result, home designs have not included much in the way of extras. The few options included typically focused on green features (often to improve energy efficiency in an environment of rising energy costs) or accessibility, as our aging population looks for adaptations that allow them to stay in their current homes. While these basic themes persist, they are becoming less dominant as the housing market indicates the beginning of a thaw. There are indications that the falling home sizes that began during this downturn may be finally hitting bottom.

Also, except for homes aimed at first-time buyers, homes at all the major price points are seeing more moderate conditions as compared to a year ago. In addition, home improvement projects, which make up a growing share of workloads at many residential architecture firms, are reported as improving by the majority of firms serving these segments.

Simplicity in Home Layouts Simplicity in Home Layouts

Reflecting the desire to keep homes affordable in the current weak housing market, home layouts have generally been simpler and floor plans more flexible. The one general exception to this trend is continued interest in accessibility into and around the home. As our population ages and households prefer to age in their current home, accessibility has become a growing concern. As a result, in-home accessibility was observed to be increasing in popularity by 58 percent of residential architect respondents, basically unchanged from a year ago. Accessibility into and out of the home was another design priority seen as growing in popularity by almost half of the respondents. A single-floor design is yet another consideration typically favored by households with accessibility concerns.

An open space layout was another design priority seen as growing in popularity. With more pressure on space in the home, interest has grown in designing homes with more open space that gives the household more programmatic flexibility. Informal space is another lifestyle preference that remains popular.

Improvements Popular Improvements Popular Outdoor living continues to be a popular lifestyle preference, and therefore a popular design option. Sixty percent of respondents reported outdoor living spaces (like covered outdoor space, outdoor rooms, and outdoor cooking areas) to be growing in popularity, one of the few items where popularity was reported as accelerating from the survey of a year ago. A related trend, blended indoor/outdoor space, was also reported as growing in popularity.

Residential architects are extremely positive about the interest in improving existing homes. Over 60 percent of respondents report that improvements for addition and alteration projects are increasing, with only 10 percent reporting declines. Household interest in kitchen and bath remodeling is reported as even more favorable. DD winter 2012 Desert Design

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HOT NEW PRODUCTS As we embark upon a new year, we expect new products. Here are some of the hottest designs! With each of them, designers can meld traditional with contemporary.

Design Within Reach presents us with the Doyl Chair designed by Gabriele and Oscar Buratti for B & B Italia (2011). These designers created a new type of thick leather chair – lines that are normally concave are convex, a single hide of leather is used for the complex upholstering process, and then a padded seat is inverted for maximum comfort. The chair is available in saddle, chocolate, black, ivory, and grey. www.dwr.com

New from KI is the Itoki Chair which is generously proportioned and joins two plyform shells for great comfort. www.ki.com

Alyshaan Fine Rugs brings us contemporary tone-on-tone silk and wool rugs which can be used with traditional couches and chairs. www.alyshaan.com DD

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Desert Design winter 2012

M E D I A PA R T N E R S

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buzz

STUD EN T NEWS

Student Chapters

AIA

Th e A rt In stitut e of Phoe n ix N e ws

by Tab i t ha Eva n s , Stud en t A S I D, C hapte r Presid e nt

T

he interior design students had a great fall quarter! We partnered with Schick Design Group by making and donating Christmas wreaths for a charity organization. Design One also supported this cause by donating some great pieces. We helped raise over $3,000.

Students also participated in RealWorld

DesignWeek. We had a special day with wellknown, award-winning designer, Lynne Beyer, Allied ASID, who welcomed 10 students into her studio and showed us the ropes. We were grateful for this opportunity and the invaluable insight.

We are excited to announce that we had six graduates last quarter, including Jenny Stack, Student ASID. Congratulations to all! DD

SCC

Scottsdal e Commu nity Coll eg e Ne ws

By K e i t h S ta n t o n , Stud ent A S I D, C r eativ e Marke ting C hair

R

eflecting upon the Fall semester, I have heard nothing but positive responses from SCC students regarding the opportunities ASID has presented. Taking a break from the AutoCAD lab is tough to do during the semester, but students who have attended ASID events are always speaking highly of their experiences. The miniature rooms for UMOM looked amazing. The Daltile scholarship provided a creative outlet with a competitive edge and RealWorld DesignWeek provided a glimpse into

our future as designers. Our chapter events brought a variety of speakers to campus, including architect Vern Swaback, FAIA, who spoke to a packed room of eager students.

After a creative and demanding Fall semester, SCC students have recharged their batteries through travel and relaxation and are looking forward to an exciting Spring. In addition to the Student Charette Competition and Student Career Day, we are planning a variety of design related field trips and guest speakers. DD

MCC

Mesa Commu nity Coll ege N e ws : Awards, T rips and M ore !

By E r i ca Ga r c i a , Stud en t A S I D

M

esa Community College students ended the fall semester with a huge success - two wins in the ASID Miniature Room Student Competition! Students and instructors are very proud of our winning students.

During the 2012 spring semester, MCC Interior Design Group board members and other students traveled to Las Vegas for Surfaces 2012.

We learned vital information about the design

Don’t Miss this Event!

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Desert Design winter 2012

2012 Career Day

world from all the vendors. This was a wonderful opportunity for students to network and gain invaluable information from design professionals in a real world trade show setting.

Additionally, Mesa Community College’s interior design students will be focusing their attention on the upcoming Student Charette Competition and Student Career Day, as they are eager to continue with their education and network with design professionals. DD

Save the Date! Saturday, March 24, 2012 9 a.m. – 1:30 p.m.

Location to be determined

ST U DENT NEWS

buzz

Student Chapters 2011 ASID Mi niature Room Competitio n

T

First Place - MCC Doll Haus Mark Chandler , Jennifer Brautigam

ready-made items were permitted. Students could purchase items such as beads and wire, for example, to construct a chandelier.

They were judged on craftsmanship, construction, materials, creativity and the ability for the rooms to be played with by a child while using design elements and principles.

Entries will be donated to UMOM, (homeless and domestic violence shelter & supportive services), as children’s holiday gifts at the December ASID Holiday Party. DD

Winners

he November 17th competition held at Allstate Appliance in Scottsdale, brought some outstanding talent from interior design students all over the valley!

The students were asked to design and fabricate miniature rooms the size of the average fashion doll = 10” in height. When scaled down the rooms would need to be approximately 24”w x 15”d x 15”h.

All of the items in the room had to be designed and fabricated by the students, and no finished,

Third Place - MCC Moroccan Interior Kim Witgen, Erica Garcia, Nicole Palumbo

Honorable Mention Pink and Black, Collins College Julissa Santoy

Second Place - Collins College Colorado Cabin Joseph Reiss

Honorable Mention Christmas House Collins College Renee Stellar, Jocelyn Abruzzese

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i n dustry partne rs

directory 3 Day Blinds G ary Gilbert 602-300-8623 K athy Trojan 480-239-1014 K immy Brock 480-239-7916 J uliet Egler 623-203-2583 T ammi Motsinger 480-236-6819 G erry Novotny 623-203-2567

A Allstate Appliances H ollye Goddard 480-948-9896 Allsteel, Inc. S teve Kennedy 602-290-0157 Alyshaan Fine Rugs S uzanne Daley 480-607-4955 Amalfi Living R obert E. Howard 602-254-2141 American Clay Construction Solutions J eremy Valentine 602-694-4483 Anderson & Company Public Relations/ Marketing N aomi Anderson 602-820-2336 Ardy’s Gallery of Window Coverings A rdy Andjelich 602-276-2232

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The following companies and showrooms are Industry Partner members of the Arizona North Chapter of ASID. Accordingly, they support the ASID Industry Partners Code of Ethics and Professional Conduct, assuring designers of a high level of integrity and professionalism in their business practices and policies.

Meghan Wise A pril Marsh 480-893-9393 R enee Pomatto 480-991-3066 Arizona Wholesale Supply Company K ent Greenhalgh 480-596-0092 Armstrong R obert Trimble 480-985-9087 B renton Tesreau 636-300-0984 ArtcRaft Granite, Marble and Tile C hris Woelfel 480-829-9197

Best Lil’ Frame Shop M ichael Weeks 480-946-9561

Central Arizona Supply B rian Gallop 480-922-9191 E llen Claycomb 480-834-5817

Biltmore Paperhangers R obert Hendel 602-625-1080

Century Furniture J im Kayser 480-837-8686 S ue Robisch 480-362-1832

Biltmore Shutter Co. D an Draper, Jose Molina 602-254-4464

Christofle V alentina Younan 714-957-2865

Blue Rain GALLERY J essica Blaz 480-874-8110

Clare Frame & Art M ichael Clare 480-970-8400 Closet Factory D oug Daniels 480-998-2070

Artitalia Group A lison Felicioli 480-367-0905

Broan NuTone M ark Williams 469-362-8028

AZADI Fine Rugs K imberly Karahadian 480-483-4600

Bud’s Drapery Den T om Miller 520-327-0123

Cornerstone Cabinet C hristopher Boulton 480-988-0171

AZ Custom Designs A rt Zerolias 480-659-6440

Burdette Cabinet Co. C ortney Murdock 480-830-8818

Cosentino USA C had Faraci 480-763-9400

B Babb Media T erry Babb 602-870-8440 Baisch & Skinner Phoenix C hristie Colthrun 602-285-0888 Bajaro Method B arbara Kaplan 480-998-5088

Arizona Fine Art Expo J udi Combs 480-837-5637

Bedmart R ick Emrich 623-878-0536 D oug Poll 480-752-0670

Arizona Tile Roland Arnold David Cobos Arden Mullins

Bellacor.com J osephine Lowry 651-294-2536

Desert Design winter 2012

Benjamin Moore C onnie Mesko 303-588-5232

C Cactus Stone & Tile Betsy King P ooneh Kashani 602-275-6400 California Closets M argaret Kres 623-434-8888 Calvin Charles Gallery V eronica Graffius 480-421-1818 Camelot Concrete P at Janis 480-227-2776 Carlisle Wide Plank Floors L auri Buffum 6 03-446-6105

Cullum Homes, Inc. Kim Cullum M aggie Brooker 480-949-2700 Currey & Company R andy Gould 602-315-0565 Custom Creative Marble & Granite P raveen Puranam 623-432-4529 Custom Workshop for Designers G eorgia Weatherspoon 602-276-2727

D Dacor S teve Ertle 480-704-7493 D ennis Jacksom 480-861-4774 Dal-Tile E va Martinez 602-620-0801 Delta Faucet Co. P aula Quan 602-304-0001 Designer Fluff T risha Gardner 602-625-2787 Design Source Furniture K aren Cramer 623-878-1234 Design Within Reach G abe Holland 480-970-8800 DesignTradeOnline. org M ichael Baker 866-842-4188 DSA Publishing & Design D uff Tussing 888-747-7865 Dunn-Edwards Paint D ede Radford 602-702-7273 Duralee Fabrics & Fine Furniture D ana Bryant 602-696-5722 B ernard Dordick 949-300-9831

E

Emser Tile R andy Bultsma 602-263-8453 Excellence Upholstery & Design M att Cepkauskas 602-717-1321

F Fiber-Seal System D eborah Bobroff 480-941-1798 Fine Art Lamps R obert Barrett 480-759-1677 First Impression Security Doors T im Corneilus 480-320-4966 Flexco S usan Eski 310-844-8974 Formica Corp.

D ebrinne Ferguson 925-250-5581 Fortress, Inc. P aul Brown 480-443-1134

G Gem Surfaces R obert Grant 480-779-0791 Gold Standard Finishes M ichael Goldstein 480-540-3223 Grizzly Iron, Inc. J ason LaBrash 602-716-9660

H

Electrolux Major Appliances H eather Flaa 619-549-2380

Hacienda Lighting, Inc. D avid Pritchett 480-991-6767

Elkay Manufacturing Co. Meagan Farney Nicole Lamanes V al Galvan 480-813-1313

Hansgrohe, Inc. M atthew Young 714-656-8990 J ennifer Schibetta 702-303-7066

Helser Brothers, Inc. Jason Helser J ay Helser 480-497-8191 Hinkley’s Lighting Factory Michael Jackson E ric Berkey 602-279-6267 Horchow B rittany Watland 480-425-1462 Horizon Art H arold Hoeg 480-949-1990 HunterDouglas, Inc. M ike Weddington 210-315-0791 B ryan Clabeaux 818-256-9012 Mark Mendoza and K im Mergen 800-473-1112 S helley DeVall 818-544-1277 D avid Flynn 951-704-3011 K en O’Brien 602-300-0253 I ngrid Degrutt 818-657-9203

I Inside/Out Showroom B ill Heacox 480-994-1060 Interface Flor Commercial A ndy Green 602-957-8962 International Design Guild 2 D ebby Bradford 480-948-8908

K Karndean International S tacy Dunn 602-421-7048 Ki/Pallas Textiles T ina Gazia 4 80-406-7166

Kohler Interiors S helley Heinley 480-483-0025 Kohler Kitchen & Bath Americas H armin Smith Welch 480-272-4701 M ichelle Fray 480-287-2554 Kravet, Inc. E lliott Halem 818-710-9900 E llen Bosco 800-648-5728 B ernadette LaMedica 818-710-9900

L La Maison Alan Reinken 480-948-1144 Lamps Plus Professional M ichael Gouel 800-304-8120 Laura’s Garage L aura Miller 602-314-4900 La-Z Boy Furniture Galleries J ulie Coleman 602-426-5292 Lights Up Arizona!

D avid Gill 480-600-2504 Linear Fine Woodworking A llan Rosenthal 480-968-1223 Lorts Manufacturing J essica Anne Youde 623-936-1437 Lutron Electronics Co. R obin Goetz 480-290-5536

M MicroSeal International P aul Vitzhum 602-320-1844

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i ndustry partne rs

directory

Moen, Inc. S cott Landis 888-450-5492 Mohawk Floorscapes T im Shey 602-237-6797

N Nexus 21 C ory Lovett 480-951-6885

O Occasions! By Design R ebecca Waldron 480-423-0506 One Posh Place P aige Bailey 480-941-8954

P Palavela Home Ryan O’Meara S ue O’Meara 480-946-1006 Paramount Interiors G regory Yodis 480-363-7950 Pindler & Pindler, Inc. L aurie Friedman 805-531-9090 Plant Solutions, Inc. J oe Zazzera 480-585-8501 Premier Lighting C ollin Herdt 623-907-2669 ProSource Wholesale F loorcoverings 623-434-3100 602-470-1484 623-742-3660

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PSI Window Coverings P hilip Igneri 480-443-0203

R Reeves Paperhanging, Inc. D ale Reeves 602-374-6500 Rest Assured, Inc. L ynn Blake P eter Blake 602-437-9201 Restoration Hardware A nnie Angus 480-922-6996

S Scottsdale Design District D on Payne 480-421-0221 Sherwin-Williams L aurie Clark 602-570-7146 A ngie France 602-861-3171 Solutia Performance Films Div. T racey McKelvey 602-277-8468 Somfy Systems, Inc. R yan Larew 908-612-8100 Stainmaster Carpet K elly Oester 480-451-3003 Steelcase, Inc. J ennifer Callahan 602-908-9236 Stone Quarry, Inc. P artho Paria 480-897-0333 Stoneside D oreen Roe 877-340-0158

Sunbrella G ina B. Wicker 336-586-1240 SunWest Appliance C andy Lesher 480-266-0701

T The Art Department T erry W. Amerine 480-596-9800 The Elegant Window K aren Barnes 480-854-3078 The Great Organization L enka Drabkova 480-998-1522 Think Art R ob Kaminer 480-998-9790 T. L. Morris Gallery T racey L. Morris 602-748-4292

U Unique Building Concepts K arla Terrel 602-944-9494 Unique Carpets, Ltd. C lorinda D’Agnolo 800-547-8266 Uptown Art Mall E velyn Fazio 316-393-3923

V Vi Designs L arry Cull 866-597-0404 Viz Glass L awrence Ji 510-569-8899

W Waterworks M ichele Hartley 480-946-2550 Western States Flooring J ohn Moakler 480-892-8144 Whirlpool Corporation Art Johnson Woodworking Special R obert Mann 520-818-2225 World of Rugs I ngrid Harazim 480-419-6119 World Wide Stone S pencer Cunningham 602-438-1001

Y Your Source K aren Ann Romersa 602-696-8768

INDUSTRY PARTNER

• georgia@ardysgallery.com

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THE ALUSTRA COLLECTION. ®

Inspired by Design™.

Alustra® Silhouette® with UltraGlide®

UNIQUE FABRICS. DISTINCTIVE DETAILS. CUSTOM COMBINATIONS. A SIGNATURE COLLECTION FOR THOSE WHO SEEK OUT THE BEST IN DESIGN. AVAILABLE EXCLUSIVELY FROM SELECT HUNTER DOUGLAS DEALERS. The Alustra® Collection focuses on distinctive design with a refined sense of style. Featuring an exclusive offering of the finest Hunter Douglas window fashions: Silhouette® window shadings, Duette® honeycomb shades, Vignette® Modern Roman Shades, Luminette® Privacy Sheers, Woven Textures® Roman shades, Woven Textures Roller shades, Screen Shades and Skyline® Gliding Window Panels.

Contact your Hunter Douglas Design Center Partner today to access all the resources you need to make selling Hunter Douglas window fashions easier and more profitable. To learn more, visit growyourdesignbusiness.net.

Ardy’s Gallery of Window Coverings Ardy Andjelich Kelli Enriquez 3422 East Atlanta Avenue, Suite 103 Phoenix, AZ 85040 602-276-2232

PSI Window Coverings Phil Igneri, Owner Amber Rucker, Showroom Manager 7255 East Adobe Drive, Suite 115 Scottsdale, AZ 85255 480-443-0203

© 2011 Hunter Douglas. ® Registered trademark of Hunter Douglas. ™ Trademark of Hunter Douglas.