SFDESIGN
CALIFORNIA NORTH CHAPTER MAGAZINE VOLUME I SPRING | SUMMER 2017
AMERICAN SOCIETY OF INTERIOR DESIGNERS CALIFORNIA NORTH - 1 - VOLUME I SPRING | SUMMER 2017 | CA NORTH CHAPTER
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Re vere it. Play it. Listen to it.
S O O T H E Y O U R S O U L W I T H I T.
Pres ent ing t he f irst hig h-res olut ion p laye r piano wor t hy of t he re vere d Steinway & S ons name. T h e S t e i n w a y S p i r i o i s a m a s t e r p i e c e o f a r t i s t r y, c r a f t s m a n s h i p a n d e n g i n e e r i n g t h a t d e l i v e r s a l l t h e n u a n c e a n d p a s s i o n o f l i v e p e r f o r m a n c e s b y t o d a y ’s m o s t r e n o w n e d m u s i c i a n s f r o m c l a s s i c a l to jazz to ro ck. STEINWAYSPIRIO.COM
STEINWAY PIANO GALLERY 6 4 7 m i s s i o n s t r e e t, s a n f r a n c i s c o , c a 9 4 1 0 5 s t e i n way s a n f r a n c i s c o . c o m
TEL.
(415) 543-1888
SAN FRANCISCO
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AMERICAN SOCIETY OF INTERIOR DESIGNERS
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CA NORTH Chapter News
CALIFORNIA NORTH
ASID CA NORTH CHAPTER Telephone 415.626.2743 administrator@can.asid.org asidcalnorth.com | designfinder.com
ASID NATIONAL 718 7th Street NW, 4th Floor Washington, DC 20001 Telephone 202.546.3480 Fax 202.546.3240 Toll Free 800.610.ASID (2743) asid@asid.org | www.asid.org
EDITORIAL STAFF Editor and Communications Director:
Katherine Tincher, Allied ASID Art Director: Laura Shine Lee
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PRESIDENT’S MESSAGE
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MITCHEL BERMAN ------------------------CUSTOM CABINETS & FURNITURE for INTERIOR DESIGNERS
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APRÈS WORK -------------------------
SEMINAR SERIES
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TRICKS OF THE TRADE -------------------------
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GRAD PARTY ------------------------THE EVENT
CONTRIBUTORS:
Cathleen Gouveia, Allied ASID Christopher Shields, Allied ASID
PUBLISHING STAFF Sales Rep: Mike Watt 972.989.2208 SFDesign Magazine is published quarterly for the ASID CA North Chapter of the American Society of Interior Designers by DSA Publishing & Design, Inc. Editorial content and the SFDesign magazine are controlled and owned by the CA North Chapter ASID. Reproduction of this publication in whole, in part, in any form is strictly prohibited without the written permission of the CA North Chapter of ASID.
ON THE COVER: Congratulations to Sherry Hope-Kennedy, Allied ASID of Studio SHK on designing this super fun children’s bedroom in this year’s San Francisco Decorator Showcase house! Photo by Amanda Anderson Photography
Our Advertisers 23 Blatt Billards
11 FM Distributing
15 The Bath + Beyond
18 California Homes Magazine
24 Formation
14 Tileshop
19 Ceramic Tile Design
15 McCutcheon Construction
14 Tulip Hardwood Floors
19 Dawson Custom Workroom
14 Rebarts Interiors
5 Dunn Edwards Paints
19 Shades of Marin 2 Steinway Piano Gallery
SUMMer2017
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First, we are pleased to report we have filled almost all of our Board seats! We are pleased to welcome Leslie Dean as our new Professional Development Chair, Gus Vouchilas as Finance Director, and Maryam Malek as our new Emerging Professionals Chair. We are still seeking nominations for our President Elect for ASID California North. Candidates should be an interior designer who previously served on the ASID Board for one year, and is an Allied or Professional ASID Member in good standing. The new national and chapter websites were launched earlier this year with a party at Farrow & Ball’s new Berkeley showroom. The enhanced ASID platform communicates the impact of design on the human experience and helps to define the role of interior designers at the national and local level with uniform standards. ASID National selected the colors, contrasts and fonts to be universal to any website user. Our San Francisco Chapter has infused the site with imagery to reflect local initiatives. You will find that your work is presented in a larger format, which better serves our local Chapter. Please download the Calendar of Events and mark your calendars well in advance for all of the exciting upcoming events! As with most things in life, design is a continuous learning process. Our Chapter is committed to your development as a designer and professional with a monthly Après Work seminar series organized by Chris Shields, Membership Director. At these events our members learn about such topics as designer insurance, legal contracts, photography for websites, flower-arranging 101 for design installations and hospitality, and more. Be sure to keep an eye out for the next Après Work event. Stay tuned to the ASID Design Excellence Awards request for submissions. We are adding a new category for the judging process, which will be a Tiny House submission. We are co-hosting a Tiny House Launch Party at FM Distributing in mid July for an educational session about Tiny House Design to inspire your entries. Much like showhouse entries, these designs will be for a family of four homeless or artists; and the future ASID Mobile Office. Winners will be working with a team of local artisans and craftsmen to build the concepts – and with one, we are able to hopefully make many which will be bequeathed to Habitat for Humanity. The awards ceremony will be in September at Ram’s Gate Winery. Stay tuned for more details on this IP Sponsored Event! We warmly welcome you to attend the ASID National Leadership Experience in La Jolla, CA from July 13th to 15th. All members are welcome to attend; please see the National website for more details on the itinerary. The National Awards Gala will follow! San Francisco is known for its charm, natural beauty and Silicon Valley influences. In this issue, we are starting a series on local design artisans. Cabinet and furniture maker Mitchel Berman shares his knowledge of woodwork with us; and next issue will feature an interview with decorative artist Caroline Lizarraga. I hope you enjoy reading about the craftspeople who continue to make our city the handmade gem that it is! Best Wishes, Cathleen Gouveia ASID President 2016/17 *We’d love to hear from you. Please send letters to cathleengouveia@gmail.com.
AMERICAN SOCIETY OF INTERIOR DESIGNERS CALIFORNIA NORTH ASID CA NORTH CHAPTER Telephone 415.626.2743 Fax 415.626.0749 administrator@can.asid.org asidcalnorth.com | designfinder.com
BOARD OF DIRECTORS President Cathleen Gouveia, Allied ASID 415.203.8663 President@can.asid.org President-Elect Vacant Communications Director Katherine Tincher, Allied ASID 415.494.7076 kat@katherinetincher.com Membership Director Christopher Shields, Allied ASID 415.577.1924 chris.m.shields@gmail.com Professional Development Director Leslie Dean At-Large Director Jim Allen 415.515.6816 jal@louispoulsen.com Financial Director Gus Vouchilas 415.338.3420 gusv@sfsu.edu Student Representative Hilary Helfritch 650.799.9905 hilaryhelfrich@mac.com Emerging Professionals Maryam Malek 415.580.1084 mm@maryammalekdesign.com
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A THING OF BEAUTY IS A JOY FOREVER
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MITCHEL BERMAN, ASID ALLIED MEMBER CUSTOM CABINETS & FURNITURE FOR INTERIOR DESIGNERS Mitchel became an ASID Allied member in 1989 and since then has been fabricating and designing custom Cabinetry and Furniture primarily for residential interiors - now for over 30 years.
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1. the beginning of any custom project is the design concept of what is to be built.
CUSTOM CABINETS & FURNITURE FOR INTERIOR DESIGNERS In a competitive bid situation, a Cabinetmaker will need a set of design drawings with details and specifications of materials and finishes and then they can provide an estimate of costs for the project. This should be a good set of dimensioned elevation drawings with a plan view and sections of any moldings and details that are required for the project. That is generally all that we need along with a conversation with the Designer to review details and any questions we might have about the project in order to provide an estimate of project costs. Often times I work directly with my clients and designers, meeting them at the jobsite, discussing what is needed and the style and look of what is to be built and then I do a sketch at the jobsite and work up a preliminary estimate of costs. Once approved to proceed, we do Shop Drawings and work out the design and details for the project. Over the years, I have designed many pieces of custom furniture and cabinetry myself, and this is another way of working together. With an MFA Degree, I have made a long study of Art, Design and Architecture. It is always very helpful if the designer has photos, sketches and images to show the design intent and direction to the custom fabricator. Custom furniture is inherently expensive to build. It often has more details and is less suited to the production methods and machinery that we have in place for more standard cabinetry fabrication. It is essentially a hand built prototype of a unique design. Custom work almost always takes longer to build than we thought it would, and requires the best craftsman to build it. Even so, there are many instances when we build custom pieces of furniture. Dining and coffee tables, console tables, TV lift cabinets, desks, dressers, nightstands, and beds are among the pieces that we have made in the past for our customers. Often the best look and fit can only be achieved with custom made pieces and if the budget is there, then this is the way to go. I think it is important to educate our clients on what is involved to build custom pieces so that the costs make sense to them.
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2. “THE FINEST AND MOST BEAUTIFUL WOODS IN THE WORLD ARE USED TO MAKE VENEER.” Exotic Veneers are something that I think a designer should know about, as the finest and most beautiful woods in the world are used to make Veneer. The range of colors and patterns and figure in the woods is really amazing, and for something special like a conference table, dining table, or a paneled library often times we look to veneer for the ability to match grain and figure over large flat surfaces. A good resource in the Bay area is Exotic Hardwood and Veneers in Oakland at 510.436.5702 | http://exotichardwoods.com
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3. as poet John Keats wrote “A thing of beauty is a joy forever�
CUSTOM FURNITURE IS INHERENTLY EXPENSIVE TO BUILD. It often has more details and is less suited to the production methods and machinery that we have in place for more standard cabinetry fabrication. It is essentially a hand built prototype of a unique design. Custom work almost always takes longer to build than we thought it would, and requires the best craftsman to build it. Even so, there are many instances when we build custom pieces of furniture. Dining and coffee tables, console tables, TV lift cabinets, desks, dressers, nightstands, and beds are among the pieces that we have made in the past for our customers. Often the best look and fit can only be achieved with custom made pieces and if the budget is there, then this is the way to go. I think it is important to educate our clients on what is involved to build custom pieces so that the costs make sense to them.
How I like to design custom cabinetry I like to look at the room and design cabinets that work with the architecture in a way that aligns with the key design points and maintains a balance and look that complements the interiors and supports the design in the home. I see cabinetry as a long-term investment in a home and as something that will be there for many years, so generally I see cabinetry playing a supporting role in the interior design of a space. I always enjoy coming back to a project after the room has been completed and appreciating the beauty of what we have created together.
Mitchel Berman Mitchel Berman Cabinetmakers Inc. | 707.795.8495 | Mitchel@bermancabinetmakers.com www.bermancabinetmakers.com |https://www.houzz.com/pro/mitchelberman/mitchel-berman-cabinetmakers-inc
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Blinds • Shades • Shutters • Draperies • Roman Shades
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A
GRAD PARTY DZINE Showroom and Daltile hosted a lovely celebration for the graduating class of 2017. Philip Bewley welcomed our ASID Student Members with a tour of the Dzine Showroom as well and provided a seminar on Art Placement and Procurement for Design Professionals. Our recent graduates had the opportunity to mix with our industry partners, mingle with the ASID Board of Directors, and seek leads for new employment opportunities.
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Chris Shields, our Membership Director, has been organizing a series of monthly meet-ups to help further your career. Chris brings in industry (and related industries) professionals to do brief presentations on their area of expertise and answer questions in a fun and casual format. Topics covered so far include contracts and legal documents for designers, interior photography, how physical wellness affects your business, and more. Keep an eye out for the next one as these fun and informative networking events are not to be missed! (Pictured, Apres Work at NIDO Living Showroom with photographers Kelly Vorves and Todd Sanchioni.)
APRĂˆS WORK SERIES
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CALIFORNIA HOMES
THE MAGAZINE OF ARCHITECTURE THE ARTS & DISTINCTIVE DESIGN
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it’s the tile
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~ edit orial ~
of the
TRADE Our Communications Director, Katherine Tincher, shares some of her recent finds to support your interior design business.
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1. ONLINE BOARD APP: WECORA
We all know and love Pinterest, and it’s a great way to start
and the selling price and choose what information you share
to get a sense of your client’s style. But as we get further
with your client. Wecora then has a “list view” that breaks
into the design process, Wecora takes online boards to
down each item, quantity, and cost and gives you the total
the next level. With Wecora you can group items together
budget for that board and subtotals for all the groups.
and arrange them in the order you’d like. For example, on a board for a bedroom design you can group all bed
I love all these previous features for project organization,
options, rugs, lighting, and window coverings together so
but the other potential game-changer is with client
you and your client can look at all the options next to each
communication. When you share your Wecora boards with
other. Wecora is also not limited to images; you can upload
your clients, you can start an online dialogue with them about
pdfs and word docs so all your important documents and
each selection. All of you can comment on the item photos,
references are in one place. You can also add checklists
so everyone knows which one you’re referencing (no more
and note cards to your boards. The online app syncs with
confusion with “Do you like Option A, or Option B?”). And
your Pinterest and Dropbox accounts making it seamless to
you will see a running dialogue of all the comments on the
move pins over from inspiration boards or upload photos.
side of the board, so you won’t miss any important input
(I personally love the Dropbox feature because I have my
from your clients. Not all clients will work this way, but if you
photos synced from my phone to Dropbox; so now when
are designing for clients accustomed to Pinterest or other
I take a photo of a product it’s available to add to a board
online tools they may really enjoy the process. I have found
right in Wecora almost instantly without having to upload to
using Wecora is helpful for busy clients who are unable
my computer first or email it to myself!)
to make many in-person meetings but still want input. Some clients are also able to be more honest with online
Other awesome features include budgeting and pricing
communication, so you can arrive at selections quicker.
information on products. You can enter both the unit cost
Create Boards in Minutes Add any Type of File Customize Everything Enhanced Item Details Attach Supporting Files to Items One Click Client Binders
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2. PRODUCTIVITY MOBILE APP: TRELLO
If you’re tired of keeping a growing pile of lists and post-
them, and within those lists are “cards”, and if you click on
its on your desk, give Trello a shot. It’s a mobile and web
those cards there are descriptions and lists and labels and due
app that’s part To Do List and part project manager. Trello
dates…This app can be very satisfying for the OCD among
has seemingly infinite levels of detail you can add to each
us. Plus it’s collaborative, so you can share with your team or
element. It’s laid out very visually so boards have “lists” on
clients or family and have everyone on the same page.
Trello’s boards, lists, and cards enable you to organize and prioritize your projects in a fun, flexible and rewarding way. Trello stays in sync across all of your devices. Information at a glance.
3 . B O O K : W I N T H E F L AT F E E G A M E
This book is the third volume in Kimberley Seldon’s
advice - and in addition to her own design practice she runs
Business of Design series. In a changing industry where
an online Interior Design business coaching practice called
clients expect to know exactly what they’re getting, how
Business of Design.
long it will take, and how much they’ll be paying all upfront, charging flat fees for design can be a necessary evil. Ms. Seldon has spent the last 10 years building upon her original 15 Step Project Management Strategy (explained in her first two books) and applying it to a flat fee billing structure. She explains her estimation formulas in detail to ensure designers are fairly compensated and not underestimating in their proposals. Kimberley is a regular guest on the A Well Designed Business podcast - always with great
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Be creative while managing clients. Be efficient. Get paid fairly for your work. Kimberley Seldon’s Business of Design
WIN THE FLAT FEE GAME
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4 . P O D C A S T: A W E L L D E S I G N E D B U S I N E S S
This podcast has honestly changed my life and whole perspective on my interior design business. Each week LuAnn Nigara shares her 35 years of experience in the interior design industry, and she finds the most successful guests to share their interior design business best practices. She talks with both seasoned veterans and rising stars as well as folks from other industries such as marketing, finance, and life coaching. The part I like best about this podcast is it’s always about the business of interior design. LuAnn has a way of getting her guests to really open up about how they run their businesses - it’s like having a window into the back office. And even being in the industry as long as she has, LuAnn learns something new from each of her guests. Put this podcast on during your commute and get inspired to work on your business!
Being a talented interior designer isn’t enough to ensure that you have a profitable and successful business. Design school curricula doesn’t always equip you with the business skills. A Well-Designed Business™ gives real live business skills from some of the top interior designers.
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