Nina Petronzio of Plush Home
SUMMER 2O14 CALIFORNIA DREAMING: Chapter Leadership Conference Celebration at The Reef
THE LIVING ENVIRONMENT SUCCESS IN SACRAMENTO DESIGNING FOR THE COMMUNITY
DESIGNERS WELCOME Expe r i e n c e a n el e va ted l e vel of s e r v i c e at o u r B e ve rly Hi ll s S i g n atu re S to re. 11,500 SQUARE FEET of inspiring, comfortable home furnishings, with convenient parking next door. UPHOLSTERY SPECIAL ORDERS and COM/COL delivered quickly. COMFORT CONCIERGE ASSISTANCE available for friendly and knowledgeable service. JOIN our Interior Designer Program to receive special offers and incentives. SELECT FROM 200+ frame styles available in 340+ fabrics and leathers. CONVENIENT AFTER HOUR appointments available upon request. IN STOCK pieces for immediate delivery.
BEVERLY HILLS 242 North Beverly Drive / Beverly Hills, CA 90210 / Convenient Parking Next Door 310.691.7910 / Mon thru Fri: 10am to 8pm, Sat: 10am to 7pm, Sun: 11am to 6pm SOUTH COAST PLAZA VILLAGE 1661 West Sunflower Avenue (next to Mortonâ€™s) / Santa Ana, CA 92704 714.389.9300 / Mon thru Sat: 10am to 7pm, Sun: 11am to 6pm / Free Doorstep Parking www.mgbwhome.com Featuring: DIRECTOIRE CHAIR in royale-onyx leather ($2580) $1895
'&%$#"$! $"$ $"$$ $
$ $$ %
'& $ " $$$$" " $$$ $$$
DEPARTMENTS D E PA R T M E N T S PAGE PA G E SIX SIX
PRESIDENTS’ P R E S I D E N T S ’ LETTERS LETTERS
CHAPTER C H A P T E R EVENTS EVENTS
DESIGNER’S DESIGNER’S N NOTES OTES
2 28 8
MONEY&INVESTMENTS M ONEY&INVESTMENTS
4 45 5
S STUDENTS TUDENTS N NEWS EWS
4 46 6
CONTENTS 22 22 25 2 5 26 2 6 30 3 0 32 3 2 36 3 6
MIDDLE SCHOOL SPRUCE-UP ASID Student members step up to design Waite Middle School front office. SUCCESS IN SACRAMENTO Interior design professionals speak with one common voice. PALOS VERDES GARDEN DEN P PAR ARTY Smart home creates backdrop for educational day. THE LIVING ENVIRONMENT Vico Magistretti’s iconic furniture and lighting designs. CHEERS TO Y YOU! OU! From m beer bottles to backsplashes, Oceanside Glass creates responsible beauty. DESIGNING FOR THE COMMUNITY Koning Eizenberg melds environmental and human requirements.
LADESIGN | SU UMMER 2O14 | ISSUE 28
L.A. DISH T
GN | SU UMMER 2O14 | ISSUE 28
SUMMER 2014 ISSUE
ASID LOS ANGELES CHAPTER
Editor in Chief Darra Bishop
8687 Melrose Avenue, Suite B245 West Hollywood, CA 90069-5701 310-659-4716 FAX 310-659-9189
Design Director Brad Haan Associate Copy Editor Will Myers
www.asidla.org • email@example.com
BOARD OF DIRECTORS Contributing Writers Darra Bishop, Allied ASID Cynthia Burnett, ASID
Cynthia B. Burnett, ASID
Julie Arceley, Industry Partner
Allan DallaTorre, IP
Rep for Sub-Zero Wolf
Natasha D’Souza, Student ASID Katherine Fern, ASID Laurie Fraser, Allied ASID
Helen Meisel, ASID
Darra Bishop, Allied ASID
Student Rep to the Board
Mark Silverman, Industry Partner
Alyssa Schwartz, Student ASID
Tori Hettinger, Student ASID Roberta Martin, Allied ASID Helen Meisel, ASID Angela Reed, ASID Deric Schmidt, Allied ASID & IP
Rep for Carpetcraft, Inc.
Dennis Shu Frank Slesinski, Allied ASID
Professional Development Director Laura Schwartz-Muller, Allied ASID
Will Myers Membership Director Duff Tussing, Publisher
Frank A. Slesinski, Allied ASID
Art Director Dawn Lyon
Advertising Sales Mike Watt DSA Publications & Design, Inc. 972-989-2208 If you have a new product, innovation or some professional tips for our chapter, please submit them to The Quarterly at firstname.lastname@example.org. We look forward to your submissions!
LADESIGN Quarterly is a publication of the American Society of Interior Designers, Los Angeles Chapter. More than 1,200 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 ASID LA Chapter Oﬃce. ©2014 ASID Los Angeles Chapter 8687 Melrose Avenue, Suite B245 West Hollywood, CA 90069-5701 310-659-4716 FAX 310-659-9189 www.asidla.org • asidoﬃce@asidla.org
LAMINATION AND ESSING FABRIC PROCESSING • Soil Resistant Finishing • Knit Backing • Fire Retarding • Acrylic Backing • And other in-house services to enhance or convert your textiles
2055 Randolph Street • Huntington Park, CA 90255
323-581-3799 • fax 323-583-8867 www.decoratorsexp.com
LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
275 S. LA CIENEGA BLVD, BEVERLY HILLS
Los Angeles What an amazing year! I began all warm and fuzzy with dreams and goals about chapter unity and participation and I leave feeling like I only touched on a few small issues, truly wishing I could have done more, but knowing that I gave my best effort. I fully acknowledge that I could not have accomplished any of what was done without the help of many of you, who always work so diligently, and give generously of your time in order to make our chapter what it is. As a board, we tried to analyze how to best service the needs of this large and unwieldy chapter; as you can imagine, it is a daunting task. The realization we came to is that no one event or change in protocol will service and please everyone. It became very apparent throughout the year, if we are to maintain a vital productive chapter, it will require commitment and time from everyone. It is impossible to ask eight or even eighty people to do everything. All who have served on the board or worked on a committee would agree: in order to have wonderful innovative programs and events, it requires participation from a varied group or things become stale and repetitive. I would love to have each of you come forward and share what you would like to contribute next year, so that you too, can benefit from being part of such a diverse creative organization. You will gain so much by participating and taking advantage of the knowledge and camaraderie that is waiting to be shared. I look forward to remaining active in this wonderful chapter and invite all of you, especially those of you who have not taken advantage of the opportunity to participate, to join with me in helping ASIDLA become an organization that provides the best platform possible to express our knowledge and capabilities as design professionals. For this to be achieved, we all must participate, share our expertise and embrace the challenges of the future of the interior design profession. I hope to see you at the next event, or better yet, work with you in planning it!
Cynthia Burnett, M.A., ASID, CID ASID CA Los Angeles President
...THE PRESIDENTS OF 2014
Pasadena As my year of serving as president of the Pasadena Chapter of ASID draws to a close, I am reminded of what a wonderful experience it has been to serve our chapter. I have made some wonderful friendships which might not have happened had I not been involved with the chapter at this level. Some of these friendships I know will be lifelong. Having had the opportunity to travel a bit this past year to attend various meetings and forums required by ASID afforded a chance to visit cities where I wouldn’t have otherwise gone. I want to thank the wonderful board members who served this past year who were always supportive and extremely helpful. With their help we were able to put forth our Designers’ Overstock, currently a Facebook page where designers and IP members from both the Pasadena and Los Angeles Chapters can post items for sale as a fundraiser for the Pasadena chapter. Although still in its infancy, I hope to see this grow in the future. The chapter also implemented the Spring Garden Home Tour, the first of its kind for a onehome tour by our chapter’s designers. All of our chapter general meetings took us to some vendors we hadn’t seen in a while. The meetings were fun and educational as many included CEU’s and spotlights from several of our IP members telling us of new products or items and services of which we were not aware. It has been a year of truly valuable, fun and learning experiences. I encourage ASID chapter members to take on this roll as president of your chapter for the wonderful experiences, meeting new people and for the knowledge you will gain. As I hand over the title of this position to our wonderful current president-elect, Angela Reed, very shortly, I realize that not only will she be a great president for our chapter for 2014-2015, but she has already begun to work hard in that role. Angela will be a tremendous asset as our new president this coming year along with her new president-elect, Sara Ingrassia. Please do not miss Pasadena Chapter’s upcoming events that will be highlighted in future issues of this newsletter, especially our 28th annual Home and Kitchen Tour on October 19. Angela will also have a president’s letter in each of the upcoming year’s issues. Thank you again to all those whose lives have touched me this year!
Roberta Martin, Allied ASID, CID ASID Pasadena Chapter President 2014
LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
CA Lic. #602641
Styles for every dĂŠcor
that makes you look good From Simple to Spectacular Always Completely Custom
Closets, Home Offices, Wallbeds, Garages, Wine Rooms and more...
Call 800-692-5673 and ask for your ASID Specialist
( . ( . (
! ! !
"!..-..*.!#.'!. ..-..*,*, $..-..*.%!''.$...-..,+
%$#"! !.-..,+*.).('&%$#"'!. .-..*+,,*
L Los os A An Angeles ngeles Beffore I joined the ASID Board of Directors as President-Elect, it had been over a decade since I last ser ved in a Board position. So much change has taken place in the inter vening years, not just in the make-up and size of the Board, but in the world at large. W Wee’ve exper ienced a boom and a bust, we’ve redefined the color black (is it orange?), and we have an entire generation that does not know liffee existed without an electronic communication de vice. As I take the helm as President, I must confront these changes because they have had a ma ajor jor impact on the Society and will continue to do so. What I know: • The bust had a severe impact on our membership, for forcing many to change careers, retire early or cut back on expenses. • Orange as the new black is emblematic of our cultural quest to find the new, next, best thing; constantly changing, constantly redefining, constantly shif ting. • The young proffessional o obtains much of his/her inffor or mation, inspiration and organization through social media. The challenge to make ASID membership rele vant is also the oppor tunity to embrace the changes and find ways to accommodate them. ASID members are par t of a much larger inter ior design community. W Wee all share the same interests and challenges. My goal in the year ahead is to par ticipate more fully in this community and promote more par tnerships and alliances with other proffessional essi organizations that share these interests and values. Collaboration tr umps autonomy. What I want to know: • What is most valuable about your ASID membership? • How can we make ASID more rele vant for for you and your business? • What doesn’t worrk ffor or you? What I’ve lear ned: • The more you put into an organization, the more you gain. In exchange ffor or this one nugget of wisdom, please give me your input and par ticipation because design matters. First stop: Installation at The Redbur y.
Helen Meisel, ASID ASID Los Angeles Chapter President 2015
LADESIGN | SUMMER 2O14 | ISSUE 28
...THE PRESIDENTS FOR 2015
Pasadena In just a few short weeks I am going to be taking over as the new ASID Pasadena Chapter President. I cannot believe how fast this past year has gone by and I am sure the coming year will go just as quickly. Roberta has been a pleasure to work with and learn from. I look forward to having her as a valuable resource to help transition into my new role. I have wonderful board members that will continue on with me into next year and several great new faces as well. I am very excited!! ASID has been a big part of my design career and I am looking forward to starting another new chapter with it. The design industry continues to grow and expand in ways that challenges each and every one of us. After attending our Chapter Leadership Conference, CLC, I am energized and encouraged that ASID is moving in the right direction and embracing change. We have many things in store for the upcoming year. I hope that some of those things will help educate you or benefit your business in a new way, and strengthen the commitment we all have to the Interior Design industry. I have a few personal goals that include: • Continuing to spread the word that ASID is the leading organization in Interior Design and everyone should be a part of it! • Encouraging students to be engaged in their student chapters as well as the many professional events ASID puts on. • Continuing to expand our Emerging Professional members and help support their needs in becoming successful entrepreneurs. • Acknowledging the outstanding professional members that show us all how extraordinary design can be. I also know that I cannot do any of this alone and need the assistance of all our members in some way. Whether it is big or small, teamwork and dedication is critical in running a successful organization. I look forward to helping ASID Pasadena continue to be just that!
Angela Reed, ASID ASID Pasadena Chapter President 2015
LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter
Come see the most innovative showroom in Southern California!
• Window Coverings • Flooring • Kitchen and Bath
• Custom Closets • Wall Paper • & more!
General contractor, residential and commercial Celebrating 50 Years in Business Workroom on premises We will help you complete your project on time and on budget!
5109 Walker St • Ventura, CA 93003 805-339-0883 www.FloorToCeilingInteriors.com G.C. License #579723
%229%0 1))8-2+ T
he Annual Meeting for ASIDLA was held on August 28th, 2014, at European Artstone, in North Hollywood. The large gathering was treated to a sumptuous meal of gourmet tacos and salads while touring a tabletop display of vendors directly affiliated with EA. After a short Annual Meeting for ASIDLA, all attendees were given a full tour of the expansive grounds. The first portion was the main building, filled with creative displays of â€œstone and tile magicâ€? created by Andy TerArutyunyan, the founder. While viewing the displays everyone was very impressed with all of the different stone processes EA could provide on site. Samples of water-jet inlay, custom mosaics, sandblasted and carved stone were everywhere, making most of us go crazy with the possibilities for our future projects. I heard more than one person talk about returning right away to work on designs for their clients. The next phase was the tour of the production facility with thorough explanations of all the services available. It was very interesting to see how some of the fabrication processes are actually done, making each of us appreciate the skill and time required. All who attended were very impressed with both the capabilities that European Artstone provides to designers and with the hospitality provided to our chapter. Thanks to EA for a wonderful, informative meeting and evening. Q Cindi Burnett, ASID
LADESIGN | SUMMER 2O14 | ISSUE 28
Summer Fun and Education at the ASID Chapter Leadership Conference By Deric Schmidt, Allied ASID & Industry Partner ASID
The hosts and primary sponsors for the California Dreaming event on June 20th, Cynthia Burnett, President of ASID LA, Frank Joens, SVP and GM of LA Mart, and Sarah Joy Lagunzad, Marketing Direct of The Reef.
ave you ever attended an indoor Beach Party in downtown Los Angeles? Who would have thought… only the creative imagination of Cindi Burnett, ASID – L.A. former chapter president! If you haven’t been to a Beach Party, you missed a great one that ASID Los Angeles hosted for the ASID National Chapters Leadership Conference during the Dwell on Design event in June. ASID chapter leaders from across the country enjoyed touring the showrooms at the L.A. Mart while imbibing beverages served by former ASID–LA presidents and board members. The party couldn’t have happened without many volunteer hours and supportive ASID Industry Partners: Bausman & Company, Bonhams, DSA Publishing, Dunn Edwards, Emser Tile, Fergusons, Lutron, Steinway Piano, Toto, West Edge and the ASID – L.A. Sustainability Committee. The fabulous raffle and beverage proceeds were donated to the ASID Foundation. There were sumptuous delicacies and, of course, the designer’s disco was hopping. The fun really began when the photo ops started with the “Green Sheet” photo booth, costumes and a completely custom Lifeguard Chair in a stylish Driftwood finish by Bausman & Company. Speaking of “Custom”, I had the great opportunity and pleasure of participating on one of the ASID Panels (CEU
accredited) at Dwell on Design called the “Value of Custom” with Christopher Kennedy, Erinn Valencich, and Sharon Lee. It was a very informative and exciting discussion with each panelist’s expertise being highlighted. As the regional sales manager for Bausman & Company, I offered information from a manufacturer’s perspective who partners with interior designers implementing a wide range of possibilities while offering expert customer service, cutting edge sustainable manufacturing technology, and superb artisanal “old world” quality of craftsmanship. In a world where the consumer places tremendous emphasis on “value for the dollar” and expediency, ASID Industry Partners such as Bausman & Company make a tremendous difference in a design firm’s “bottom line”. When consumers have tremendous access to goods through the internet and retail stores, how does an interior designer remain competitive selling products? Custom designs that are available exclusively through the designer’s studio/store and web site are the vehicle. Today designers need to broaden and distinguish their branding. One of the best ways is offering custom products utilizing reliable and custom capable manufacturers. “Private Label” manufacturing and designer licensing collaborations are the way of the future. Stay on the “cutting edge” and don’t miss the ASID National Conference events at Dwell on Design 2015! Q
LADESIGN | SUMMER 2O14 | ISSUE 28
Middle School Spruce-Up 22
e are so thrilled to have the opportunity to help improve Waite Middle School’s oﬃce. With some tender loving care, the oﬃce will feel like a completely diﬀerent environment. Instead of worrying about ceiling tiles falling oﬀ, the faculty and families will be able to feel the pride of the school. By sprucing up the interiors it will help convey the message of, we care to be Panthers and we care about the experience that your children have while attending Waite. To achieve the goal of updating their oﬃce there are several touches that are very much needed. New ﬂooring can be solved with using carpet tiles which are great for schools since it is easy to just replace a tile if one gets too dirty. We will incorporate the school colors along with other colors that represent the surrounding community in a playful design to cover up the damaged perforated tiles. They are in much need new bathroom ﬁxtures as well. In sprucing up the interior, we can convey a sense of Panther pride and assure parents that their child’s experience here at Waite is of utmost importance. Q
W re e c a sp a ne tta on nn w ch sib ot RE me le be ED n fo t ki to r ex tc y tr he ou e n ! r me
I N TE R I OR S
YOUR HOME DESIGN STUDIO NE W C US T O M K I T C H E N
by MICHEL CLAIR - Architect and Designer 3821 Santa Claus Lane - Carpinteria, CA 93013
CALIFORNIA CA AL LIFO OR RN NIIA N HOMES H OMES M
MODERN SSM MODERN M N TTHE HE DES DESERT SERT
DESIGN DIVERSITY BE A R BREN WOOD A JO A SAN FRANC SCO
KU Y cb 7cb Yadc U m bB9KDCFH6957<
5:Ua m<caY \>O ]/ ]
The Des gn o Ha eku an
MA A H D GN HOW A HOU mD
CA CALIFORNIA AL LIFO FOR RNIA NI N H HOMES OMES
CALIFORNIA CA AL LIFO OR RN NIA HOMES HO OM ME ES H
THE WISEMAN GROUP DESIGNS INLOSALTOS
Summerâ€¦ Living Easy
Award W nn ng K tchens
CARP N R A PA M SPR NGS SARA OGA SAN RANC SCO SAN A MON CA
ARCH TECT HOMER OATMAN D DES GNER ANET OHMAN B H mD
H S OR C
SAN FRANC SCO Decora or Showcase
Th s s a spec a off ffer er to subscr be to CAL FORN A HOMES t s ava ab e n th s ssue on y
Y YES ES WOULD L KE TTO O SUBSCR BE TTO OC CAL AL FORN A HOMESS A ATT TH S SPEC AL RATE RATE T NAME __________________________________________________________________ ADDRESS ________________________________________________________________ C T Y ________________________________________ __________________ STTATE T ____ _ Z P ____________ 1 yea $22 Sp ng Summe Fa W nte Payment Enc osed Ma to C A L F O R N A H O M E S ema fax
2 yea s $40 Sp ng Summe Fa W nte B Me
P O Box 8655 Newpo Beach CA 92658 subs@ca homesmagaz ne com 949 640 1665
LEGISLATION LEGISLA TION
SUCCESS IN SACRAMENTO!
Katherine Fern, ASID
t was only by uniting the interior design profession to speak with a common voice that we were able to successfully oppose AB 2192, a bill that posed a threat to interior designers in California, regardless of aﬃliation. Review California’s laws regarding the practice of architecture, and you will ﬁnd that there is an “exemption” that allows persons other than architects to apply for permits. This exemption provides a limited area of work for which your clients do NOT need to hire an architect in order to obtain permits. This speciﬁc area is for residential, single family, one story wood frame construction. (B & P 5537).
It is the stated intention of the AIA to close this exemption. AB 2192 would have directly aﬀected the ASID residential designer. It proposed creating a “peer review system” allowing architects to review and provide building permits for other architects for residential projects. In an area of work that does not require a licensed architect, this system would have lead to the control of the very area of work in which interior designers currently practice. During the time we met with legislators and design leaders, we spoke of scenario after scenario in which our ASID members would have been thwarted in their relationships with their clients had this bill been made into law. The strong relationships with legislators nurtured by the coalition’s (IDCC) lobbyist Susan Stuart of Capitol Advisors opened
doors in Sacramento. In a few days, the team hand delivered over 200 opposition letters. As a result of Ms Stuart’s meetings with Senators and their staﬀs, “serious concerns” were registered, and the Bill was withdrawn. Ms. Stuart says of this success, “This is a true example of the democratic process at work! We had a David and Goliath issue, and David won.” Because CCIDC, ASID, IIDA, IDCC, CID’s and others worked together, we created a sense of unity in Sacramento. They are beginning to take interior design more seriously as they understand our work, our education, and our knowledge. Although it feels terriﬁc to have been a part of a successful campaign in Sacramento, we must continue to be vigilant. It is likely that the AIA will reintroduce this kind of legislation in the future, and it has done so in other states. In a meeting with AIA CC, I was told that AIA will continue to oppose any legislation that strengthens or deﬁnes the scope of work of a professionally qualiﬁed interior designer. I have been involved in advocacy for the interior design profession for almost 15 years, through teaching, speaking to the value of the profession, being an active member of ASID Los Angeles, and through taking leadership roles in ASID and IDCC. In September, I am moving to another state, “riding oﬀ into the sunset” and leaving this important work for you to carry on. Q LADESIGN | SU UMMER 2O14 | ISSUE 28
0ALOS6ERDES 'ARDEN0 0A
n Saturday, July 19th Jack & Julie Goldberg (Westco Smart Homes) and Dennis Shu (Wells Fargo) joined forces to present an afternoon ASID that was part educational, part garden party. Both dedicated and inquisitive, ASID members came from as far away as Camarillo, Pacific Palisades and Escondido to make their way to the beautiful, albeit remote, Palos Verdes Peninsula, to experience some of the benefits of a “smart home” in action, and get up to speed with the latest news on retirement investing, current economic trends, and to soak in Dennis’ wise admonition that no matter what, we must all save more money this year, than we did last! Over three dozen attendees filtered through the 4,000 square foot smart home in a remarkably regular stream the entire afternoon, making individualized tours and personal Q&A sessions possible. Many of the attendees stayed to linger for a couple of hours while having a bite to eat and drink some wine and soft drinks, and enjoy summer weather in the back yard. We were fortunate to have Jean Pinto, a past president of ASID-LA, Cindi Burnett, the current president and Helen Meisel, the president-elect among our attendees.
0ARTY(OME4OUR 0 Y Designers and fellow IPâ€™s needing to remain on the cutting edge saw some of the latest advances in home automation & saw the possibilities inherent in its applications. Interior & exterior lights, shades & drapes, skylights, fountains, televisions, satellite, music, thermostats, garage doors, fiber optic shooting stars, sprinklers, pool & spa, fireplaces and cameras--all controlled by a system made user-friendly by an adept designer and programmer. Uses ranging from the practical, energy saving functionality, to the sublime, where by using your smart phone on the way home after a long day, you can arrive to find your pathway lighted, your stereo playing your favorite selection, your fireplace twinkling, and your bath being drawn. This is a world where fantasy becomes reality. This new age of advised financial caution, coupled with a brave new world of advancing technology, have wrought many changes over the past decade, yet even more await on the horizon of this decade to come. Our continued membership in ASID, along with our active support of our society and each other, whether as a designer or IP, will insure that we are able to stay on the winning side of these changing times. Q
LADESIGN | SUMMER 2O14 | ISSUE 28
DESIGNER’S NO NOTES TES
e can n’t all liive in Itally, but we can drool over this Med diterranean-infused kitchen. When a certain seeasside villa-inspired home needed to evollve its traditional, Poggenpohl kitchen into more of a romantic, light and bright Italian cooking space, LA Fraser Design was more than eager to manage and execute the project. As though missing its final piece to the puzzle, this Calabasan family patiently waited 18 years to transfform their only non-Mediterranean style liiving space (their kitchen) into something that added more of a foreign flare, contained hints of Spanish elegance, and reflected the region’s earth th hy tones and natural hues to the home. As designers, we step into an open space (such as a kitchen), read it, artissticallly visualize what it can be, concep ptual tualize, and then literallly arrange the most perffect collaboration of all possible worlds between clients’ dreams and functional design. Overall, this was a
complete transfformatiive piece that no ow embraces plentty of light and vibrant tex xtur tur t es. From an overwhelming amount of laminate enamel white to evocatiive warm-wood accents and intense color,, we were able to craft a kitchen that welcomes a whole range of human actiivitty and experience on both artistic and functional levels. There is nothing sh hy about this romantically bold Mediterranean kitchen, which borrows unique influences from Italy, Spain, and even Greece. Maintaining its spacious, yet cozy and in nviting setting, this kitchen warmly serves as a place to not onlly cook, but as an embodiment of an ideal congregational space. At long last, an 18 year old idea has come into fruition and is able to compliment the resst of the house. From a walnut wood-style island to quartz stone countertops and burnished-antique bronze hardware, and oldworld bubble glass, this kitchen mimics the domestic aff ffection ection and heartbeat of a fresh, contemporary Mediterranean home. Q
By Laurie F Fraser, Fr raserr, L.A L.A.. F Fr Fraser raser Design
Before Bef fore the transformation... transfformation... orma
More designers prefer the look of Dunn-Edwards. ®
We asked interior designers what paint and color system they specify most. The pros’ choice, by far, was Dunn-Edwards..* Want the look designers prefer? Go with Dunn-Edwards.
*Based on a survey of interior design professionals in the greater Los Angeles and Phoenix areas. ©2014 Dunn-Edwards Corporation. All rights reserved.
DESIGNER SPO SPOTLIGHT TLIGHT
The Livvin ing Envviiron nm ment vviia Vico Mag giisttrretttttii This summer season the L A chapter of ASID kicked off the season with a special celebration to honor the opening exhibit of the renowned Italian designer and architect Vico Magistretti. Magistretti designed products for high-end brands such as Artemide, Cassina, Flou De Padova and Oluce. What an honor to see the originals in person! The Living Environment exhibition was held at the private Beverly Hills residence of the Consulate General of Italy in Los o Angeles. The installation showcased several of Magistretti’s iconic furniture and lighting designs. The works where on display arranged in a living environment rather than in a sterile galler y, providing a unique viewing experience. Much of the art included Magistretti’s original schematic hand drawings in markers, pencils and mix media. The sketches highlighted his bold stroke and provided a glimpse to his creative process. Los Angeles design movers and shakers enjoyed an al fresco dinner and entertainment. “Grazie Mille” to Giuseppe Perrone, the Consul General of Italy for his generous hospitality and continued partnership with the American Society of Interior Designers, Los Angeles. Ciao! Q Allan DallaT aT Tor orrrree 30
LOOKBOOK APP ELLE DECOR’s most popular online resource is now available as a free app, with hundreds of images, searchable by room and by style. Save your favorites in “My Design File” and share them with clients. An archive of our best images at your fingertips… AMAZING.
iPad ® is a trademark of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.
INDUSTRY INDUS TRY PARTNER PARTNER NEW NEWS S
Cheers to You! F
r riday afternoon, you rush out of work only to ﬁnd yourself with the toughest task you have to overcome all day; w ttraﬃc, LA traﬃc. If you are like me, you will ﬁnd your way to a local bar for an ice-cold bottle of beer to past time. Then you move on; leaving the beer bottle behind on counter without knowing that subtle “Cheers!” in your head while taking your initial sip it’s the ﬁrst word our glass hears before beginning its journey to up-cycle glory. Recycling is in Oceanside Glasstile’s DNA. Our Mantra “from curbside to Oceanside” describes our dedication to transforming glass into expressive design material that would otherwise end up in landﬁlls. Moreover, our eﬀorts to be a sustainable organization extend far beyond this fundamental products attribute. We have measureable goals that target improvements in energy reduction, elimination of waste, and green business practices. Oceanside Glasstile’s philosophy has always been centered in sustainable processes and dedication to environmental health. Each year we recycle over 2 millions pounds of post-consumer bottle glass in our manufacturing. Along with many other initiatives that continually improve our sustainability eﬀorts, we implemented a co-processing partnership to almost completely eliminate any of our manufacturing waste from going to a landﬁll where we re-melt all of our own glass trimmings. The result – a simply stunning and responsibly made glass tile. In 2009, we reformulated more than 20 colors, now with up to 97% recycled content. Our packaging materials also have up to 60% recycled content. We reduced our energy consumption 20% in 2009 vs 2008, and we’re not stopping there. Our goal is to reduce energy consumption by an additional 10%. We also embrace a holistic lifestyle that goes hand in hand with our philanthropy and wellness program, passionately pursuing our commitments to charitable giving and human well-being. The next time you indulge in an adult beverage, raise the bottle and cheers because that bottle in your hand might very well end up on your shower wall! Q Oceanside Glasstile ASID LA Chapter Sustainability Committee – Industry Partner 32
Exceptionally sophisticated. Naturally illuminating. Pirouette® window shadings
Can a shading transform sunlight into a soft, warm glow? If it’s from Hunter Douglas, it can. We expertly engineer many of our window fashions to softly diffuse and disperse the sun’s rays throughout a room. Now that’s one beautiful design choice.
Need Assistance with Hunter Douglas Products? To access all the resources you need to make selling Hunter Douglas window fashions easier and more profitable, contact your Hunter Douglas Design Center Partner today. And be sure to ask about the Hunter Douglas Design Center Program. To find a dealer near you, visit growyourdesignbusiness.net/partners or scan the QR code below.
© 2014 Hunter Douglas. All rights r eserved. All trademarks used her ein ar e the pr operty of Hunter Douglas. 7/14
Coastal Design Lisa Ratzlif f 16A W. Calle Laur eles St. Santa Barbara, CA 93105 805-845-5566 Drapery Affair, Floor to Ceiling™ Ana Morales 5109 Walker St. Ventura, CA 93003 805-339-0883
F & R Blinds and Interiors Robert and Sandra W ininger 904 S. Robertson Blvd. Los Angeles, CA 90035 310-659-8183
BOARD BO ARD D MEMBE MEMBER MES MESSAGES
Julie Arcelay As Communications Director, I look forw ward to w our members. The Los Angeles ASID chapter h industryy partners who all do fabulous things rel
Darra Bishop After spending a year as ASID’s Directorr-at-Larg to be coming back to the ASID LA board as the D our members and the design communittyy to brin throughout the upcoming year.. Of course, I will expand its relevance to our members. I am expe
Helen Meisel, ASID The highlight of my year as President Elect was the home of Jean Pinto, ASID. Those who attend from someone else’s mistakes. There was a str has the secret sauce that makes events fun, con The primaryy role of President Elect is to b (IDCC) for advocacy and legislation. It was grat defeating two assaults upon the interior design As President, I hope to continue to have e goal relies on communication. I cannot achieve want to find venues that stoke our design curios have educative and monetaryy value. I want to str Designers. Most of all, I want to learn from you, ASID from your mistakes.
Alyssa Schwaartz Jacobs I wish I could brag about all that I’ve done this y much more than I was able to do. I do appreciate the opportunity I had been enough in me to give me the opportunity to servv I walk away with a better understanding of I have gained the importance of knowing that on of ASID as I grow as a Interior Designer.. I have l members as well as fellow ASID designers. I did not have the easiest time reaching o outcome of Career Week. I thought we had a gre even recruited quite a few students from outsid Although I was not able to attend every AS was able to attend. Thank you again for the opportunity to ser finished with school and have my Design busine 34
LADESIGN is a Quarterly Publication ublica of the American
your Los Angeles Chapter’s Professional ates and strategies to maximize your over my second term year to an amazing forw ward to an engaging and exciting 2015 form, inspire, and assist all our members,
nsibility for the chapter. This includes ets. Much support is provided by our anage and has enabled me to assist nity to work with the finest individuals in the
opportunities, lively parties, and community ty tol Grill, where generous members raised Bears to kids involvved in the court system. cts including continued work on the Ronald mer president, Jean Pinto, ASID which udents and new professionals. The session second annual field trip to Modernism Week ore, lunched at Trio, and of course there ASID , and “yours truly” hosted a Sunday ours, they are fun, informative and a great ryone: professional growth, camaraderie and
OUR NEW MEMBERS unity to represent ASID Los Angeles as the oking forw ward to all of the new connections the ASID Organization. There are so many students have a greater voice and stronger
of our community – students, professionals ws about the many benefits of membership, , and that ASID has many ways to enhance I hope to encourage new members as well r.
the coming year.. I hope to continue gthening our base of young professionals e projects that are slated for the coming year alents to worthwhile causes. Through servving low ASID members. LADESIGN | SUMMER 2O14 | ISSUE 28
35 3 5
Designing for a Community: Koning Eizenberg Architecture Presented by ASID UCLA Extension Student Chapter Article By Natasha Dâ€™Souza, Student ASID Photos by Diana Adams, Student ASID
athan Bishop, principal at Koning Eizenberg, the firm that brought us Santa Monica Pico Branch library, began our tour at the front of the structure. After leading us through the area of where the weekly Farmerâ€™s Market takes place, Nathan provided insight to the Virginia Avenue Park, which the firm completed in 2006. It was the first LEED certified park in the country. In 2008, Koning Eizenberg won a contest and began their endeavor with the City of Santa Monica to embark upon building a library. Originally, the city wanted the library on the street corner. Koning Eizenberg Architecture performed open-ended exercises and played with the idea of changing its meaning around surroundings. This resulted in pushing back the library towards the center of the park. It created a cultural and contextual backdrop and used the notion of foreground vs. background. As one walks through the park, the library is always seen in the background in different scenarios, such as families having a picnic, teenagers playing football, and kids running through the water. What used to be a violent park is no more; the culturally rich Pico Branch library is now the heart of the community. The Pico Branch Library is the first in the city to be approved for LEED Platinum and inspired us with its innovative use of a digitally cut steel roof, air recirculation, infrastructure in the floor that provided for a pure ceiling, the use of a canopy, acoustically transparent paint, rainwater harvesting, and a smart landscape. The tour ended in the Annex with a visual demonstration as Nathan Bishop gave us his candid thoughts on the entire project. We pored over a large set of construction documents and ate some juicy watermelon as our minds settled in around the explosion of information before we left our separate ways feeling stimulated by all our senses. Q
JENN-AIR LAUNCHES CEU WEBSITE! www.jennairtraining.com
In an effort to continually provide designers with engaging continuing education opportunities, Jenn-Air has partnered with Kitchen & Bath News and Ellen Cheever CMKBD, ASID, CAPS to provide state of the art webinars featuring leading kitchen and bath industry experts from across the country. Courses are NKBA / AIA / IDCEC approved but vary depending on the course. This site will continually be updated with new programs so check back regularly! To visit, go to www.jennairtraining.com or the Designers & Trade Professionals page on jennair.com LADESIGN | SUMMER 2O14 | ISSUE 28
IP OPPOR OPPORTUNITY OPPO TUNIT TUN
Support ASID Los Lo Angeles
Be a Part Be art o off tthe he C Countryâ€™s oun yâ€™s L Leading eading Interior D esign M arket. Interior Design Market. Because B ecause D Design esign M Matters. atters
hen you h y support p pport the Chapter, Chapterr,, you gain i more than exposure e ure -- you are front and d center ce in one of the largestt markets in the count country. ry Angeles supplies the Los Angele plies the demand for th h best in home furn furnishings,, commercial interiors and hospitality d provide the knowledge, hospitality. Our designers talent and innovation va ation that make our region a trendset trendsetter for or the th world. Design matters, and you can influ Design influence the trends and impact our industry. Review what your level of Chapter Sponsorship brings to you and your company company.. T Take ake advantage of the many ways to reach our members and participate in our mutual success. Your Y our ideas are always allways welcome. T Tell ell us how we can make your investment go even further further.. Thank you for your support and for keeping our chapter thriving.
THE LOCAL MARK ET PLAC E FOR YOUR D E SIGN N EE DS
7LYPVK(Y[HUK+LZPNU(\J[PVUH[)\[[LYĂ„LSKZ Including Jewelry and Luxury Accessories
November 9-10, 10am Los Angeles P R E VI E W November 7- 9
I NQUIRI E S [PTTJUHI'IVUOHTZJVT
IF WALLS COULD TALK
Philharmonic House of Design Award for Best Dining Room Plaster Application by Eloise Lowry with A Brush With Life Designer Shala Shamardi, Haute Design Studio
VERY LOW VOCâ€™s
Authentic Italian Plaster Finishes Interior - Exterior - Lime - Resin-All-Natural Sealers Water Resistant - Sustainable - Custom Color Matches When it comes to artistic innovations in genuine seasoned limestone, Vero walls speak the truth. Visit our Showroom or call for more details 714.637.7341 bonhams.com/perioddesign Â? Â?)VUOHTZ )\[[LYĂ„LSKZ(\J[PVULLYZ*VYW(SSYPNO[ZYLZLY]LK)VUK5V):).3 )VUOHTZ )\[[LYĂ„LSKZ(\J[PVULLYZ*VYW(SSYPNO[ZYLZLY]LK)VUK5V):).3
2911 Orange-Olive Rd., Orange, CA 92865 www.vero-rialto.com email@example.com
3UPPORT /UR #HAPTER 3 UPPORT /UR #HAPTER hat A Att a L Level evel T That Meets M eets Y Your our N Needs eeds #HOOSE YOUR PARTICIPATION LEVEL 0LEDGE OUR PARTICIPATION LEVEL 0LEDGE OR MORE AND ENJOY RECOGNITION AT EVENTS ENJOY RECOGNITION AT EVENTS MEETINGS AND IN #HAPTER MEDIA M EETING IN #HAPTER MEDIA
0REMIERE 0 M ER ERE $7,500 0
$ELUXE $ELUX LLUUXE XE $5,000 $5,00 00
#USTOM # USTTOM TOM $2,500 ,500 500
4T Tickets icke to ASIDLA ickets IDL Installation Installa or 4 T Tickets ic ickets to ASIDLA ASI Holiday Party (valued @ $400))
4 Tickets icketss to ASIDLA A Installation on or 4 Tickets ickets kets to ASIDLA Holiday Party (valued @ $400) $40
3 Tickets Tickets to ASIDLA Installation stallatio or 3 Tickets Tickets to ASIDLA Holiday yP Party ((valued @ $300)
One Page Pa Editorial oria in LA Design Des Magazine gaz
One Page ge Ed Editorial in LA Design gn Magazine
Half Page H e Editorial in LA Design n Magazine
EBlast Package P e 4 Eblasts Eblas (valued ed @ $1,000)
1 Eblast (valued (valu @ $500)
3IGNATURE 3I 3IG 3 GGN GNA NATU NA AATTTUR TURE $1,000 $1 0 $1,0 000 00 00
2T Tickets ickets ckets to ASIDLA Installation or 2 Tickets Tickets to ASIDLA Holiday iday Pa Party (valued ued @ $200)
Banner on asidla.org la.o website with a link l to your our website Full-Page Full-Pa Ad in LA Design Magazine Maga (valued d @ $2,000) Âª Âª Âª Âª Âª
All Sponsors p receive: s 3PONSOR BANNER DISPLAY AT ALL !3)$,! MEETINGS EVENTS s 3PONSOR BANNER DISPLAY AT ALL !3)$,! MEETINGS EVENTS s #OMPANY NAME AND LOGO ON Thank s #OMPANY NAME AND LOGO ON Thank You PAGE IN LA You PAGE IN LA Design Magazine s #OMPANY NAME AND LOGO ON Thank s #OMPANY NAME AND LOGO ON Thank You PAGE ON !3)$ ,! WEBSITE You PAGE ON !3)$ ,! WEBSITE s 3PONSOR ACKNOWLEDGEMENT ON !3)$,! BI MONTHLY E CALENDAR s 3PONSOR ACKNOWLEDGEMENT ON !3)$,! BI MONTHLY E CALENDAR s 0RIORITY CONSIDERATION TO HOST !3)$,! MEETINGS AND EVENTS s 0RIORITY CONSIDERATION TO HOST !3)$,! MEETINGS AND EVENTS <RXU6SHFLDO6SRQVRUVKLS%HQHÃ€WVZLOOH[WHQGWKURXJKWKH(QWLUH<HDU <RXU6SHFLDO6SRQVRUVKLS%HQHÃ€WVZLOOH[WHQGWKURXJKWKH(QWLUH<HDU V VWDUWLQJXSRQRXUUHFHLSWRI\RXUVXSSRUW WDUWLQJXSRQRXUUHFHLSWRI\RXUVXSSRUW
#ONTACT THE !3)$ ,! OFFICE AT WITH YOUR PLEDGE #ONTACT THE !3)$ ,! OFFICE AT WITH YOUR PLEDGE ASID ASID Los Los Angeles Angeles -ELROSE !VENUE 3UITE " -ELROSE !VENUE 3UITE " 7EST (OLLYWOOD #! 7EST (OLLYWOOD #!
NCIDQ NEW NEWS S
ASID L LA A Offfe fers 2014 NCIDQ Ex E xam Prep Cou urrse workshop, held in conjunction with the UCLA Extension. It focused on all three sections of the NCIDQ exam. Attendees learned about the contents of the exam, experienced a real time test run, and received valuable feedback on their solutions. The course instructors are experienced interior design over the years. Joanne MacCallum, ASID and Virginia Dudasik, ASID, both graduates of the UCLA Interior Design Program, have rate among those taking the course. They draw from their practical experience in presenting course materials. “Thank you very much for an outstanding introduction to the NCIDQ testing format,” said one attendee, a practicing interior designer. “The method of explanation and the manner in which Joanne and Virginia expressed criticism, was an asset to this student.” Another practicing designer echoed the praise. “It was great to get so much feedback on all of my drawings.” The NCIDQ is considered the ‘gold standard’ of qualifying exams for interior designers. It is a portable exam that is recognized nationally. It tests a designer’s knowledge of a broad spectrum of ﬁelds from space planning and lighting to barrier free design and business practices. Past ASID LA President Kat Fern herself took the workshop in
CLASS OVERVIEW: The 3-day course covers all parts of the NCIDQ: IDFX, IDPX, and the Practicum. The ﬁrst day of the workshop reviews the content of all three sections and oﬀers test tips and strategies for test taking. The second day is a real time run through of the practicum, using an actual NCIDQ exam. This class practiced on the Spring 2014 NCIDQ exam. The third day is an in-depth critique of all 7 sections of each attendee’s practicum exam. The NCIDQ is oﬀered twice a year, once in the spring and once in the fall. The workshop is oﬀered a month before each exam. For more information, please contact the LA Chapter oﬃce. For more information on the exam, go to http://www.ncidqexam.org/. Q
not been for this course and the methodology used by Joanne and Virginia.” ASID LA oﬀers an attractive incentive package to those who pass the NCIDQ: free dues for one year and a check for $500. 42
STYLE THAT WORKS
Helping clients share your vision is a breeze when they can touch, see and compare top-selling products in a Ferguson showroom. In our showrooms, your clients touch, see and compare top-selling bath and kitchen products and decide with confidence. With our consultantsâ€™ product knowledge, planning and presentation resources, as well as coordination with contractors to fulfill your vision, your design business gains a trusted partner.
P r oud Members
Pasadena: Rancho Mirage*: Redondo Beach: Santa Monica: Woodland Hills*:
157 Vista Avenue 72-060 Highway 111 Ste C - E 2600 Marine Avenue 2202 Broadway 6416 Variel Avenue venue
*Lighting ÂŠ2014 Ferguson Enterprises, Inc.
5222 V Venice enice Boulevar Boulevard, d, Los Angeles CA 90019
741#.+561%*+'8'6*''57.617 741#.+561%*+'8'6*''57.617 08+5+10(14;174.+'06#0&4'#6' 08+5+10(14;174.+'06#0&4'#6' 10)g#56+0)'.#6+105*+259+6*74 10)g#56+0)'.#6+105*+259+6*74 06'4+14'5+)0#460'45T 06'4+14'5+)0#460'45T We offer special and promotional pricing to the We industry, allowing you to offer custom design industry, solutions and increase your ooverall verall profits W We e deliver e expert xpert ownership ownership,, fl flawless awless e execution xecution and high attention to detail. 4#0&59'%#44;+0%.7&'U 4#0&59'%#44;+0%.7&'U
(310) 904-6800 www.powerfu ullsystems.com www.powerfullsystems.com C ons ist e nt Award Win n er S i n ce 2002
(626) 795-9551 1 (760) 773-983 773-9838 9838 (310) 219 219-7200 9-7200 (310) 829-10 829-1062 8 (818) (818 18) 593-7220 593
INCREASE YOUR YOUR REVENUE AND PROFITS BY PARTNERING PAR P ARTNERING WITH THE LEADER IN WINDOW COVERINGS WINDOW CO VERINGS TECHNOLOGY
FROM THE FLOOR UP
building in the Los Angeles area since the early 1980s
Unique One-of-a-Kinds & Cash-and-Carry items always available
Open Mon-Fri | &ODVVLFKRPHIXUQLVKLQJVFRP LQIR#FODVVLFFRQFHSWVQHW
Changing Interest Rates May Affect Your Investments Even if you didn’t take Economics 101 in college, just navigating through the past several years has given you hands-on experience with one of the course’s most valuable lessons: The rise and fall of interest rates is one of the biggest factors influencing global economies, financial markets, and our daily lives. That’s why it is important to have a basic understanding of how interest rate changes could affect not only your wallet but also your investment portfolio. Simply put, interest rates help control the flow of money in the economy. Typically the Federal Reserve lowers interest rates to jumpstart the economy. Lower interest rates mean consumers may be willing to spend more money as the cost to finance a purchase is relatively inexpensive. This stimulates the economy in a variety of ways, including increased revenues from products sold to the consumers and taxes generated from those sales. Investors, on the other hand, have a different perspective. For bond investors. As interest rates fall, the prices of previously issued bonds tend to rise. The new issues are offered at lower, less appealing rates. That makes bonds with higher interest rates much more desirable and that much more in demand. On the other hand, those who plan to hold their bonds to maturity aren’t really affected by falling rates, with the exception of reinvestment risk. One way issuers may take advantage of falling rates, is by calling their outstanding bonds and issuing new bonds at lower rates. Once the higher interest paying bonds are called, investors looking for a fixed rate of return are faced with lower yielding fixedincome alternatives. To offset this risk, it’s important to have a diverse portfolio of fixedincome investments with a variety of maturities
and call features to withstand fluctuations in rates. For stock investors. Falling interest rates tend to have a positive impact on the stock market, especially stocks of growth companies. Companies that tend to borrow money to finance expansions tend to benefit from declining rates. Paying lower rates of interest decreases the cost of the debt, which may positively affect a company’s bottom line. The stock prices of those companies may rise as a result, driving the market in such a way that prices of other stocks may follow suit. When the Federal Reserve decides to raise interest rates, its goal is usually to slow down an overheating economy. Changes in interest rates tend to affect the economy slowly – it can take as long as 12 to 18 months for the effects of the change to permeate the entire economy. Slowly, as the cost of borrowing increases, banks lend less money and businesses put growth and expansion on hold. Consumers may begin to cut back on spending as the expense of financing a purchase increases. This reverses the effects that lower interest rates had on the economy and, again, investors are affected differently. For bond investors. In a rising interest rate scenario, the demand for bonds with lower interest rates declines. New bond issues are offered at higher, more appealing rates, driving the price of existing bonds lower. For stock investors. Rising interest rates can have a positive or negative impact on the stock market. In some cases, rising rates can send jitters through the market, resulting in falling stock prices. In other cases, the stock market may respond favorably. In addition,
rising interest rates may affect certain industry groups more than others. For instance, growth companies often find it necessary to borrow money in order to expand. Rising interest rates increase the cost of their debt, which in turn decreases profit. As a result, the prices of their stocks may fall. Wells Fargo Advisors has a number of tools and resources to help you gain a better understanding of how interest rates can affect your portfolio. Talk to your Financial Advisor to learn more about what changing interest rates mean for you and your financial situation. Stocks offer long-term growth potential, but may fluctuate more and provide less current income than other investments. Bonds offer a fixed rate of return and investment principal if held to maturity. In addition to market and interest rate risk, bonds are also subject to default risk, the risk that companies or individuals will be unable to make the required payments on their debt obligations. Q This article was written by Wells Fargo Advisors and provided courtesy of Dennis Shu, Financial Advisor in Palos Verdes, CA at 310-377-8082. firstname.lastname@example.org https://home.wellsfargoadvisors.com/Dennis. Shu Investments in securities and insurance products are: NOT FDIC-INSURED/NOT BANKGUARANTEED/MAY LOSE VALUE Wells Fargo Advisors, LLC, Member SIPC, is a registered broker-dealer and a separate nonbank affiliate of Wells Fargo & Company. LADESIGN | SUMMER 2O14 | ISSUE 28
S STUDENT TUDENT PRO PROJECT JECT
Firs rst Annual
Portfolio Portfolio W Workshop orkshop A Success
Article by T Tori ori Hetting tin err, Student ASID Photos by Kellly Petersen, Student ASID and Natasha D’Souza, ASID
s emerging designers, we’re aware of the importance of creating a professional portfolio. Our portfolios are a reflection of our acquired skills, completed pro ojects, and our creative vision. On May 31st, ASID UCL A Extension Student Chapter held its first annual Portfolio Workshop at the Lindbrook Center in Westwood Villag e. With an esteemed panel of guest speakers and reviewers, the Portfolio Workshop was an interactive forum for both students ready to enter the interior design industry and those just starting out in the program. The Workshop’s three-part series included a resume lecture by Katherine Fern ASID, IDEC, portfolio preparation by Joanne MacCallum ASID, IDEC, CID, the interview process by Lucinda Pace, former ASID UCL A Ex xttension Student Chapter President, and one-on-one portfolio review sessions with faculty and seasoned alumni. Katherine Fern ASID, IDEC, kicked off the Portfolio Workshop with an insightful lecture on creating a successful resume for the design industry. Katherine was a wealth of information for building a resume that would rise to the top of the stack. To make a resume stand out, she pointed out that it needs to look like it came from a designer. The resume should be tailored to the audience and include a non-corporate, creative aesthetic.
Color, font, placement and design should be a top priority for resumes. She also stressed that a resume should “show, not tell” what you have accomplished. As an industry professional, Katherine Fern’s resume building tips left a lasting impression on attendees. Joanne MacCallum ASID, IDEC, CID, followed with her presentation on creating a professional portfolio. Using her own portfolio as an example, Joanne outlined the five steps necessary to build a portfolio. The first step is to create stacks of one’s work- “ready to show ” material, material that’s strong but needs modification, and material that should be discarded. The next step i s to d e c i d e o n a fo r m a t fo r t h e p o r t fo l i o ; p a g e o r i e n t a t i o n , s i z e o f the page, container, removable or non-removable pages, and hard copy versus a digital portfolio. The final steps include designing the page layout, photocopying and scanning work, and design and placement of the material to be included. Joanne also stressed the importance of keeping up sketchbooks and documenting one’s thought process throughout. She emphasized the importance of “showing the best pro o j e c t f i rst a n d s e co n d - b e st l a st ” i n a p o r t fo l i o to make for the strongest presentation. Lucinda Pace, a former ASID UCL A Extension Student Chapter President and new industry professional, rounded out
the guest speakers with a presentation on the interview process. She noted the importance of focusing on taking a specific career path- be it residential, commercial, hospitality, etc. Once this is decided upon, one can look for jobs in thatt area. Lucinda described her own experiences with the interview process, and emphasized that doing proper research and preparation before an interview is extremely important. Arrivving on time, being professionally dressed, and following up with a proper thank you to the interviewer also make a lasting impression. The last portion of the Portffolio Workshop was dedicated to one-on-one portffolio review sessions. Our reviewers included Joanne MacCallum ASID, IDEC, CID, Lucinda Pace, MIA, Shepard Vineburg ASID, Brit ritttan ny Rosen, MIA, Kellly Petersen, MIA, Suzanne Sheppard CID, and Barbara Grushow Associate ASID. Through 10-minute review sessions, our students were able to gain in nvaluable insight and wisdom from our acclaimed proffessionall panel of reviewers. A displaay of completed portffolios ( both hardcopy and digital) was also on-hand for attendees to glance through and garner inspiration for their own portffolios. With a great turnout of students and proffessionals ess alike, the Portffolio Workshop ork proved to be a rewarding experience for all. We look forward to puttting on more Portffolio Workshops Works orkshops in the future! Q LADESIGN | SU UMMER 2O14 | ISSUE 28
47 4 7
Carpet, Fabrics, Textiles, Oriental & Area Rugs Can be expertly cleaned or restored, both wet & dry cleaning methods available. Both machine & hand-done repairs performed.
Cleaning of Drapes, Sheers, Roman Shades, Fabric Wallcover Covers Finest Quality Protection Total Guard, UV Treatment and CA Certified Flame Retarding
FULL SERVICE CLEANING FACILITY
11630 Tennessee Ave, West Los Angeles 310.478.4438 â€˘ www.bobcatcarpetcare.com
Home of the finest European, Domestic, & Exotic Hardwood.
Residential & Commercial Flooring • European, Domestic & Exotic Hardwood • Natural Stone & Tile A large selection of Carpeting & Custom Area Rugs • Complete Window Covering & Upholster y Ser vice C h e m i c a l - F r e e Wo o l C a r p e t i n g • V i n y l , R u b b e r, C o r k & N a t u r a l L i n o l e u m F l o o r i n g S e r v i n g t h e I n t e r i o r D e s i g n I n d u s t r y fo r ove r 3 6 ye a r s . B r e n t wo o d 9 0 2 S . B a r r i n g t o n Ave . Los Angeles, C A 90049 310.826.8063 • 800.222.9194
w w w. c o n t e m p o f l o o r c ove r i n g s . c o m
We s t L o s A n g e l e s 1 8 8 8 S . S e p u l ve d a B l Los Angeles, C A 90025 310.837.8110 • 866.289.8763