ASID Los Angeles Spring 2016

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ISSUE 1 | 2O16

Nina Petronzio and her Trade Secrets with Plush Home Page 9


Revere it. Play it. Listen to it.

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Every Issue Reflects Your Talents...



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. We publish remarkable articles from every member of our Chapter, and rely on you to contribute to our Quarterly. Everything we can fit into our pages benefits us all. Everything makes the cut! We hand-craft each issue to include all of your insights, experiences and knowledge. Thank you and please help keep your Quarterly growing! Send your contributions to iPad ® is a trademark of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.


LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter

ISSUE 1 | 2O16

















CONTENTS 14 20 22 30 32

CELEBRATING 40 YEARS Jerry Illoulian hosted a fête extraordinare with a guest list of grand provenace in his exquisite Beverly Hills home. STRATEGIC POW-WOW Chapter Directors met to craft the years’ focus, direction and priorites for the new year. INSTALLATION 2015-2016 Fantastic architecture framed a true celebration of our newest president, outgoing and incoming board members and old favorites. CONTINUING ED Marketing Yourself is easy when you have the right perspective: finding and reaching your perfect client. CABINETRY & WOOD Wendy Williams returns to the basics to tout the benefits and warmth of natural wood surfaces.




the dish


OMANCE IS IN THE AIR, and we designers are being elegantly courted by the new kitchen product showrooms. Premium manufacturers and well-established trade merchants such as Ferguson are creating amazing showrooms that portray the beauty and yes, glamour of the kitchen. No longer are their products being displayed as functional equipment, instead, each vignette is as elegantly appointed as any mini-mansion in Southern California. The intent is to make us fall in love with what we see in the opulent showroom and in turn, inspire us to create something equally as stunning for our clients. Well for me, it works! It’s fun, it’s exciting and inspiring! The newest example of this trend is the Sub-Zero/Wolf showroom in Costa Mesa. ASIDLA had the honor of being swept away to a lovely event boasting tours, tapas and cocktails…. Ferguson most generously provided transportation from LA, and Sub-Zero hosted a gourmet tapas feast. Christopher Kennedy topped off the evening with an entertaining presentation. What could be better! All of the newest product innovations were on display in the most sensational showroom in the area. The innovative ways that the products are incorporated into working kitchen spaces will inspire all of us to take our designs to the next level. I recommend a trip to the showroom with a client or a cadre of other designers. Make an appointment. They will make you lunch and show you how to utilize the newest culinary products. There are so many new surfaces, appliances and accessories being introduced that one trip may not be enough to really absorb all of the design opportunities that the newest innovations afford designers. As always, let me know if you have places, products or gossip you would like to share! Best of the Season, and may 2016 be an inspiring year for all of us! n

’Til next issue, Cindi!


LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter



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LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter



Los Angeles HAPPY NEW YEAR!!! I hope you’ve all enjoyed a wonderful and blessed holiday season with those you love. It’s that exciting time again for renewal and resolutions: A time to reset our calendars and celebrate the hope of what the New Year will bring. New possibilities and goals seem to be the topic of meditation and social conversation. So, we invite you to celebrate the new goals of 2016! Come to a meeting soon and learn more… Join the discussion!!!! I am so excited about the year ahead for our Chapter, and our first quarter is jam-packed already! Events in the works will focus on color, art, business, design trends, professional advocacy for our profession, student and emerging professional affairs, specialization, mastery and FUN! We also hope to inspire your participation by not only creating relevant and important content to help you advance and expand your business and profits, but to create clear roles for leadership! In other words, we need you! Keep an eye on your ASID LA newsletters for more information regarding some of the specific committees and events which require your knowledge, experience, creativity and energy! Come join us at the next membership meeting, board meeting or event. We’d LOVE to see you there and talk to you about YOUR leadership role within our Chapter. Believe it or not, it’s not too soon to be thinking about Spring and this year we’re bringing back one of last year’s most successful events, the LA Mart IP EXPO, which promises to be even better. New energy has been pumped into the chapter this year and we have fantastic presentations and partners confirmed. Dynamic CEU’s, Keynote speakers, Industry Partners will share their latest products and services, Students and Emerging Professionals will have loads of activities and surprises on their Career Day and so much more is planned for you so please come see what all the excitement is about…It’s going to be quite a game changing event! We also hope you’ll join us to celebrate our two newly remodeled ASID LA offices at our grand openings (details to follow). So many exciting things going on in our Chapter and we encourage you to come be a part of it. Make the most of your membership dollars. Network, mentor, teach, lead and design your vision with talented colleagues and good friends. Come be part of the trend to elevate ASID LA in the eyes of our communities and get inspired! Looking forward to seeing you soon! n Blessings, Laura Schwartz Muller




W E C E L E B R AT E A L L DISCIPLINES OF DESIGN WHERE WE D I N E WO R K LEARN L I V E G R OW Hello ASID Los Angeles! TEACH I am very excited about a new dynamic format for our future magazines. The concept is to create issues that are directed toward diverse categories of interior design including residential, HOST contract, medical and product design. We are searching for associate editors that are experts in each area who would like P R AY to direct the content of a specific issue. LEAD The intent is to include multiple projects completed by our members, therefore we will be reviewing submittals in HEAL each field. Please email me at the ASID-LA Office – asidoffice@ – if you would like to participate and share your P L AY expertise, or submit your work for publication. CURE Thanks, Cindi Burnett, ASID, CID S TAY The goal is that each

issue will become a reference source in diverse fields of design.



LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter

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


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by MICHEL CLAIR - French Architect and Designer


590 E. Gutierrez - Santa Barbara, CA 93103


3821 Santa Claus Lane – Carpinteria CA 93013

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40th Anniversary ASID Los Angeles’ 40th Anniversary Celebration, A Momentous Occasion by Deric Schmidt, Allied ASID & IP Representative for Bausman & Company


magnificent time was had by all at the ASID – LA 40th Anniversary Celebration held at Jerry Illoulian’s spectacular home in Beverly Hills. Eighteen L.A. chapter members were honored as founding members of ASID – L.A. and a majority of them were present. The honorees were: Rita Barnett, James Blakeley III, Susan Cohen, Deanna DeCherney, Ron E. Fields, Marlys Gladen, Sherry Hackett, J Jonathan Joseph, Virginia Knight, Karlyn Kuper, CG Ochsner, BJ Peterson, Jean Pinto, Garry M. Sandlin, Darrell Schmitt, Gloria Strasburger, Angie Thornbury, and Jerome Zerg. Former Chapter President, Jean Pinto, organized the celebration with the proceeds benefiting the ASID Foundation. I first heard “ASID” when I was a teenager whose aunt was an ASID member. ASID designers were highly esteemed and I knew that “ASID” meant something very significant. Now I am a “second generation” ASID member because my aunt, Rita Barnett, steered me in the right direction when I expressed a desire to be an interior designer. The evening was especially touching for me not only because Rita was present but because so many wonderful friends and clients were being recognized and honored for their long standing and exemplary commitment to ASID. n


LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter

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Helping clients share your vision is a breeze when they can touch, see and compare top-selling bath, kitchen and lighting products in our state-of-the-art showrooms. With our consultants’ product knowledge, planning and presentation resources, as well as coordination with you and your contractors, Ferguson provides an extension of your business to help bring your design to life.


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WestEdge Panel: What Color is Your Design Parachute?


Article by Amber Sokolowski, Student ASID Photos by Kate Chan, Student ASID

n Friday, October 23rd, ASID professionals, emerging professionals, and students participated in the WestEdge Design Fair panel discussion “What Color is Your Design Parachute?” the title being a tribute to the Richard Bolles popular job search book of a similar name. The panel was moderated by Stephen Viscusi, of The Viscusi Group and featured a prestigious panel including Deborah Davis from Deborah Davis Design, Inc.; Laura Schwartz-Muller and Cliff Muller from Four Point Design + Construction, Inc.; and Darrell Schmitt from Darrell Schmitt Design Associates Inc. One of the first audience questions for the panel started with, “I have made a career transition into design. How do I best market myself to a potential employer?” The panelists agreed that all experience is a learning opportunity that can be helpful in the design world. Just because something isn’t specifically design related, doesn’t mean it isn’t a useful skill worth including on a resume. It was pointed out that while design can be a discouraging and difficult business at times, passion is what will help one to ultimately persevere. When the topic of a website and marketing came up, the panelists agreed that while their website is rarely what has generated businesses on its own, it is where many potential clients go to “pre-qualify” a designer, and a necessary feature. The majority of their business had come from “word-of-mouth” referrals by exceeding clients’ expectations. Stephen Viscusi’s moderating was lively and insightful, and he provided references to additional career related tools, including a resume template, which can be found on the Viscusi Group website. The discussion was immediately followed by a one-on-one meet and greet reception with the panelists. The information and advice provided by everyone involved was an inspiring learning opportunity! n 16

LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter



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2016 Strategic Planning Pow-Wow!


By Laura Schwartz-Muller, Allied ASID and 2016 Chapter President

osted by yours-truly, it was a “down to business� full day of strategic planning, dreaming, goal setting, getting to know each other better, team building and defining in order to deliver our annual Chapter Mission Statement and Strategic Plan for 2016! Our event was well attended and the energy and optimism was high! Following an exciting day of active contributing by all, the results were manifested and our vision and objectives for 2016 were made clear: To establish ASID as the authority in the interior design industry. To demonstrate the value of the ASID designer, industry partner and network as a whole to all stakeholders and the public that results in recognition as the industry authority and leader. We will achieve this by focusing on COLLABORATION, EDUCATION, COMMUNICATION, RECOGNITION, ADVOCACY and INSPIRATION! I am honored to serve on this board with such dynamic, talented, invested and committed leaders. GO TEAM!!! n 20

LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter


CALIFORNIA’S PREMIER UPSCALE HOME DESIGN PUBLICATION ORANGE COUNTY | LOS ANGELES | SAN DIEGO | SAN FRANCISCO Modern Luxury Interiors California offers unparalleled editorial coverage of California’s design lifestyle. From the fantastic condo views of San Francisco, to the rolling hills of San Diego estates, to the chicest hotel renovation in Los Angeles, and the sprawling ocean views from a backyard in Orange County, only Modern Luxury Interiors California offers statewide coverage of the design and architecture that shapes the Golden State. F O R A D V E R T I S I N G A N D PA R T N E R S H I P O P P O R T U N I T I E S , P L E A S E C O N TA C T A N D R E W S T O E R M E R AT A S T O E R M E R @ M O D E R N L U X U R Y. C O M






By Laura Schwartz-Muller, Allied ASID and 2016 Chapter President

t was a beautiful fall evening in Hollywood at the Emerson College Los Angeles Campus. Designed by Morphosis, this unique and spectacular architectural masterpiece was a perfect space to celebrate the installation of the 2016 Los Angeles Chapter Board of Directors, and the wonderful work of our 2015 Board. Named after the Greek term, morphosis, meaning to form or be in formation, Morphosis is a dynamic and evolving practice that responds to the shifting and advancing social, cultural, political and technological conditions of modern life. How appropriate to celebrate the transition and commitment to moving our Chapter forward in the ever changing landscape that is Design in LA. The evening was presented by the one and only Master of Ceremonies extraordinaire Fernando Diaz, ASID, while our official oath was given by none other than the very gracious and brilliant Darrell Schmitt, FASID, CID. I wish to extend a very special and most personal and heartfelt THANK YOU to the very talented Rachel Scott, Allied ASID and our 2015 Student Rep to the Board for her leadership and coordination of the event details and thoughtful special touches, and to Allan Dallatorre, IP Rep for TOTO, USA and former ASID LA Chapter Communications Director for donating the magical atmosphere for the evening. Thank you for sharing your lighting design talents and for donating and setting up the stunning lighting effects by LA Event Lights. A warm “Congratulations� to our outgoing 2015 Board of Directors for a great year, and to our new 2016 Board of Directors, a giant thank you for your hard work, team spirit, commitment and bold leadership! CHEERS to a wonderful year!!! 22

LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter




Portfolio Workshop ON SATURDAY, OCTOBER 17TH, over 70 UCLA Extension Arch+ID students participated in the ASID Student Chapter’s annual Portfolio Review Workshop. The distinguished panelists and reviewers included nine industry professionals from some of Los Angeles’s most sought-after design firms. The event started out with a panel discussion moderated by UCLA Extension Alumni, Lucinda Pace. The topics ranged from “How did you get your first job or client?” to “What should be included in a resume?” and of course, “How should the portfolio be structured and what should it include?” A few key topics and responses were: On networking and landing jobs… “Whatever it is that you want, go get it. No one is going to give this to you. Make yourself available at events or out there networking – you never know who you’re going to meet.” “I said yes to everything. If there was an opportunity to carry tools and shadow a designer, I said ‘yes.’ Sometimes I didn’t know what I was doing, I thought I’d figure it out when I got there. And if I didn’t, I’d ask questions. Think, inject yourself where you can and say yes. There are no failures, just learning.” If there is a problem... “Find out what is wrong and why it’s wrong. If it’s your fault, admit that it’s your fault. Typically don’t present the problem to the client unless there is a solution.” For the portfolio… “Take 2-3 of the best projects and focus on those, make them look really good, and talk about those in the interview. Personality is so important, consider what you say and listen. Work will get you in the door but personality will get you the job.” The panel discussion was followed by lunch and networking, including a table and presentation by Sandro Ciurcina from Mosaico Digitale featuring their unique mosaic tiles. The rest of the afternoon was spent with participants spending one-on-one time presenting their portfolios and receiving personal feedback from the professionals. The feedback from the event was extremely positive and the ASID UCLA Extension Student Chapter is already looking forward to how they can improve for next year’s event! n Panelists/Reviewers Included: Lucinda Pace - Concept XL | Charrisse Johnston - Steinberg Architects | Genoveva Carmona - DreamWorks |Brandon Guzman - SmithGroupJJR | Christina Carrasco - SmithGroupJJR | Clay Pendergrast - HOK | Laura Schwartz-Muller - Four Point Design | Candra Mathis - Gensler | Dianne Kraus - Gensler 24

LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter

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ELSIE DE WOLFE’S PARIS by Charlie Scheips, Author October 31, 2014

A treasure trove of close to two hundred unpublished photographs of Elsie de Wolfe’s final grand fête, the 1939 ‘Circus Ball.’ Scheips has used these as the centerpiece of a book like no other – visually illuminating his fascinating narrative of this peerless woman’s life, one that intersected with some of the most colorful and important characters of the day on both sides of the Atlantic, including Elsa Maxwell, William Randolph Hearst, Cecil Beaton, Janet Flanner, Gertrude Stein, and the Duke and Duchess of Windsor. On the surface, it’s a voyeur’s dream, a behind-the-scenes look at the high-water mark of a kind of entertaining that went extinct two months later, when Hitler invaded Poland. But more, it’s a deep dive, an x-ray of an elite Society that took dinner parties and balls as seriously as we take our work—because it was their work.

CONTEMPORARY DESIGN AFRICA by Tapiwa Matsinde, Author June 2, 2015

Contemporary Design Africa offers a refreshing challenge to rigid perceptions of what African design looks like. Focusing primarily on interior decoration, the book presents fifty designers, artisans, and cooperatives based on the continent or part of the diaspora who are creating sophisticated and innovative products and interiors. An introductory section surveys the history, vitality, and diversity in African design, followed by profiles of contemporary designers grouped by craft, from textiles, ceramics, and basketry to furniture, lighting, and beyond. Some of these designers reinterpret traditional methods and styles in beautiful and highly individual ways, such as the award-winning South African organization Zenzulu, which replicates techniques of Zulu master bead makers. Sustainability and recycling are another important focus for many: Cheick Diallo, the founder of the African Designers Association, creates stunning furniture made from discarded materials. Others, like Nigerian textile designer Banke Kuku, fuse African and Western styles in colorful, visually dynamic ways.

FRANK LLOYD WRIGHT: THE ROOMS by Margo Stipe, Author, Alan Weintraub, Photographer, and David A. Hanks, Foreword October 21, 2014

An invitation into the evocative, humanscaled, and artful interiors designed by Wright. Frank Lloyd Wright: The Rooms presents the warm interior spaces and exceptional design work of this beloved American master. Wright was an early proponent of “total design.” Unsatisfied with what was available in designing a given space or home, he invented what was needed, developing a language of architectural detail and styling that is unique and which extended to the tables, bookcases, easy chairs, sofas, and cabinets; to rugs and murals; to stonework; to stained glass “light screens,” which served as windows, doors, and room partitions; and lighting. This approach was manifested distinctly in each of his residential projects. This book offers the reader an immersion into this work by means of extraordinary artful detail in intimately explored rooms and spaces. From the Oak Park Home and Studio in Illinois to the majestically appointed Darwin D. Martin House with its abundance of art glass, including Wright’s famous “Tree of Life” and “Wisteria” designs, this luxurious volume ranges over the whole of Wright’s oeuvre. It highlights a number of Wright masterpieces, including Hollyhock House, the mysterious Aztec-like home and arts complex built on a hill in Los Angeles; the Dana House, with its luminous “butterfly” transom glass; and the fabled living room at Fallingwater.

must-hav For this issue, we asked our editor Cindi Burnett what her resource book favorites were. These are but a few of her choices. All book descriptions came from


LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter


by Jesse Carrier, Mara Miller, and Judith Nasatir, Authors Anna Wintour Foreword September 22, 2015 Jesse Carrier and Mara Miller, the principals of Carrier and Company Interiors, create rooms that are a confident mix of timeless and contemporary design— familiar and fresh at once. Always refined and sophisticated, the Carriers’ rooms often feature subtle patterns and neutral palettes punctuated by bursts of exuberance and unexpected mixes of high and low, old and new. Whether decorating a sprawling country house or a Tribeca loft, a winter home in Florida or an apartment in a converted New York printing house, the Carriers connect people with place and combine their tailored, carefully edited approach with the clients’ collections, taste, and personality, creating exquisitely detailed yet comfortable and personalized spaces. This beautifully illustrated new book shows why the Carriers are the designers of choice for so many of the country’s most discriminating arbiters of taste.


by Christiane Lemieux and Rumaan Alam, Authors March 8, 2011 Jettison the old rulebooks about home décor and “undecorate” your space. As the founder and creative director of DwellStudio—designer Christiane Lemieux challenges tradition in a quintessentially American way, championing a fresh, unconventional approach to creating a beautiful and comfortable home. Lemieux emboldens readers, showing them instead how to infuse their own personality into their home. Undecorate profiles twenty homes from all over the country, revealing their owners’ love of imperfection and penchant for surprise and unusual juxtapositions while inspiring readers to follow their own whimsy and practicalities in their personal spaces. Though the designs differ widely, the spaces all express an open-minded attitude. Some homes embrace their contexts, while others transcend them. All are shaped by instinct and imagination and share innovative ideas that readers can use to organically and elegantly create homes that match lifestyles and tastes.

LIVING IN A MODERN WAY: CALIFORNIA DESIGN 1930-1965 by Mary V. Knackstedt Author September 11, 2012

California design has influenced the material culture of the entire country, in everything from architecture to fashion. This generously illustrated book, which accompanies a major exhibition at the Los Angeles County Museum of Art, is the first comprehensive examination of California’s mid-century modern design. It begins by tracing the origins of a distinctively California modernism in the 1930s by such European émigrés as Richard Neutra, Rudolph Schindler, and Kem Weber; it finds other specific design influences and innovations in solid-color commercial ceramics, inspirations from Mexico and Asia, and the conversion of wartime technologies to peacetime use, exemplified by Charles and Ray Eames’s plywood and fiberglass furniture. The heart of California Design is the modern California home, famously characterized by open plans conducive to outdoor living. The layouts of modernist homes by Pierre Koenig, Craig Ellwood, and Raphael Soriano, for example, were intended to blur the distinction between indoors and out. California Design includes 350 images, most in color, of furniture, ceramics, metalwork, architecture, graphic and industrial design, film, textiles, and fashion, and ten incisive essays that trace the rise of the California design aesthetic.

ave reads LADESIGN LADESIGN | ISSUE I 2O15 | ISSUE | ISSUE 1 | 2O16 30


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Turning Turning ima agina ation imagination ti into i to reality. int rea ality lit .


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Stunning Beautifying L.A. For More Than 60 Years

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Marketing Yourself Marketing Yourself in the New(er) Digital Age Marketing guru Brad Haan educates us on the importance of using today’s tools to enhance our design business.


blah, blah, blog...

By Darra Bishop, Allied ASID

s the owner of my own firm, I can’t think of a better way to begin 2016 than to take time to focus on my business goals. Like many of us, I all too often find myself spending all of my time on my business as opposed to in my business. Marketing guru Brad Haan helped a roomful of designers with exactly this task last September at ASID’s IP Expo. “Marketing Yourself in the New Digital Age” was a rich, strategic and tactical look at what anyone eager to improve their business should know – what it is that they are offering, and formulating the ideal message to send to that ideal prospect. We first took some time to reflect on what kind of designers we are. I know I should be checking in with myself more often on this to regroup and refocus on the types of clients and projects I want, because I know, metaphorically speaking, that it is impossible to hit the bulls eye if I haven’t clearly determined on what wall the dart board is mounted. How we represent ourselves, and how that message should be translated through every point of contact – from our firm logo and stationery to our website and social media was the balance of the presentation. I was thrilled to have Haan’s permission to stop blogging to connect with my clients. I have spent more time in the last year worrying about not blogging than I spent actually coming up with subjects to blog about. What


LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter

was stressed instead was the understanding that our work is how we connect with our clients. A picture is worth a thousand words, and as designers, we have an amazing tool with which to communicate exactly what it is that we do with images of our work. Of course we have to take those amazing pictures, and Haan drove home the importance of having a quality camera, so we can capture the magic of a completed project on the spot in case professional photos aren’t a possibility. One last nugget of wisdom Haan imparted on his eager audience was the importance of being a member of ASID. ASID not only offers a powerful credential to designers using the appellation, but also opportunities to market to clients with premiere profiles on ASIDLA’s website. ASID is oftentimes the first place people interested in renovation visit. We have established ourselves as ethical, educated and experienced professionals in the built environment, and it truly elevates us above the sea of designers in the marketplace. Understanding this gives us all another opportunity to emphasize our value to our clients, our potential clients and to the community as a whole. A very special thank you to Brad Haan for imparting his wisdom, and to the LA Mart for providing the space and resources for the CEU. n


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When does furniture become sculpture?




Cabinetry &Wood By Wendy Williams, Showroom Manager, Snaidero-USA


s kitchen buyers, we now have an unprecedented choice of materials and finishes for our cabinets. In fact, homeowners with a taste for the contemporary are more and more often choosing to go with lacquer or laminate cabinets to achieve a sleek look and we, too, have been talking about these finishes a lot. So, I thought it was time to go back and reflect on the greatness of wood kitchen cabinets!


Wood kitchen cabinets: Beautiful AND functional

Wood veneer cabinet doors

When it comes to elegance and beauty, nothing beats wood. There is something really special about the texture and subtle variety that a living material like wood can bring to an interior. Plus, wood has the extraordinary ability to make a space look modern and edgy while giving it much needed warmth. But that’s not all. Wood is also durable and resistant. And thanks to today’s manufacturing technologies, wood kitchen cabinets can also be a very practical solution. Let’s look at two popular types of wood cabinet doors and their characteristics.

Wood veneer doors are composed of a core in solid wood or particle board, which is then covered with veneer – thin sheets of wood treated to guarantee surface protection and produce beautiful aesthetic effects. The result is a door that looks like 100% solid wood but is even better than that because: • the veneer treatment gives the ability to eliminate oddlooking defects in the wood; • it is more economic and uses less wood overall; • it is resistant to chipping and deformation; • it is easy to clean – using a soft wet cloth (with or without a non-abrasive detergent) and wiping it dry is enough.

LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter

Where healthy meets sustainable

Melamine wood cabinet doors Melamine wood cabinet doors are another elegant and costeffective option. Melamine doors can have a core in solid wood with support in particle panel covered with a sheet of smooth melamine. The melamine finish can be chosen to produce the desired effect, including wood. Melamine wood doors have very functional characteristics as they are: • hard, compact and homogeneous; • non-porous and hygienic; • resistant to scratches, humidity, chipping, stains, and wear; • resistant to light and regular heat; • flammable only if coming in direct contact with fire. Cleaning melamine doors is also very practical. Regular cleaning can be done with a soft cloth and a non-abrasive surface cleaner. When the door gets dirtier, you can use a glass cleaner with soft sponge or brush, making sure to dry up the liquid well to avoid leaving halos or other marks. Limestone residues can be removed with a wet cloth and vinegar ink stains can go away by rubbing them gently with an alcohol-soaked cloth. No matter what you like, chances are a kitchen with wood cabinets is going to have the right mix of character, variety and functionality to satisfy your client – and then some! n

• • • •

No flame retardants No pesticides or GMOs No memory foam No glues or adhesives

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Securing Financing for Your Small Business By Dennis Shu


hen managing a small business, few things are more important than understanding potential sources of financing for your short- and longterm capital requirements. A comprehensive capitalization strategy enhances your ability to obtain the funding you need and realize your ultimate business goals. When creating a capitalization strategy, you first must think through which business activities you plan to finance, such as developing a new product or service offering, acquiring inventory or hiring staff. Then you’ll need to estimate how much these activities will cost and research appropriate sources of financing. To some degree, the state of the economy and a business owner’s management skills will also influence a company’s need for capital. For instance, an economic downturn may result in reduced sales or profits, prompting an entrepreneur to rely on outside financing for a period of time. Or, poor management of accounts receivable or inventory may require a capital infusion while a business owner addresses these issues.

Common Uses of Capital The capital needs of a small business vary depending on the company’s size, maturity and the complexity of its operations. Some of the most common reasons companies require capital are included on the following chart...


Stages of a Company’s Developmen t, & Its Typical Needs for Capital


Create business plan, develop product or service, recruit business partners.


Incorporate the business, prepare stor e or plant, obtain marketing materials, purc hase inventory, hire staff.

Ongoing Operation

Finance regular expenses such as payr oll, utilities, inventory, rent/mortgage, taxes, marketing.


Open new branch, launch new product, increase capacity, purchase equipme nt.

Crunching the Numbers Once you understand the business activities you need to finance, you can develop an annual budget and estimate your capital requirements one and two years in advance. Your accountant can help with this exercise. Many experts recommend planning for worst-case, realistic and best-case scenarios. This approach may decrease your likelihood of underestimating your capital requirements, which could cause you to run out of money or pass up potential opportunities. You may want to consult outside sources to ensure your budget is as reliable as possible. Your local chamber of commerce or a regional business association may help you estimate expenses such as utilities or payroll that tend to vary regionally. A professional association that represents your industry may have information about standard costs, margins, and financial ratios.

LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter

Sources of Capital Once you have determined your capital needs, you’re ready to consider potential sources of funding. The table, on the right, explains sources that entrepreneurs frequently use and the characteristics associated with each. If you are estimating capital needs for a start-up business, plan on maintaining sufficient funding to cover anticipated expenses for at least six months. Most start-up businesses are not profitable and typically operate six months or longer before generating capital internally. Also, the type of business you manage will influence your capital requirements. For example, a retail business requires inventory that must be financed before taking delivery. Many service businesses typically wait between 30 and 90 days before receiving payment from customers, which may require an infusion of capital to pay interim expenses. Keep in mind that the time to develop a capitalization strategy is before your company needs the money. You are more likely to impress financiers if your current affairs are in order and you have a thorough understanding of your future needs. n

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Sources of Capital, Advantages & Disadvantages

Company Profits



Allow owner maximum control of business. May be unpredictable for early-stage company. May be inadequate to finance long-term expansion.

Entrepreneur’s Personal Resources


Owner maintains control. May require business owner to increase personal debt or jeopardize long-term goals such as a secure retirement.


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Family and Friends



May provide flexible terms. May lack business expertise or be inadequate for long-term needs.

Loan from Bank or Commercial Finance Company





Frequent source of short-term financing. Loan officers may have business experience and provide assistance with financial issues. May be reluctant to provide long-term loan or to finance a start-up company. Requires collateral to secure loan agreement.


“Angel” Investor Who Finances Small Businesses

+ Often a former entrepreneur or executive; investor may possess

considerable management expertise. May provide access to business associates and other investors. May desire active involvement in the business, resulting in less control for the entrepreneur.


2055 Randolph Street • Huntington Park, CA 90255

323-581-3799 • fax 323-583-8867


Venture Capitalist



Does not require additional debt, providing the business owner with financial flexibility. Often necessitates a higher rate of return than lenders because there is no requirement to make current payments.

This article was provided courtesy of Dennis Shu, Financial Advisor Vice President of Perennial Financial Services, LLC. He is located at 11620 Wilshire Blvd, Suite 400, Los Angeles, CA 90025 and can be contacted by phone at 424-442-2507, email or on his website www. Dennis Shu and the financial consultants of Perennial Financial Services, LLC are registered representatives with securities offered through LPL Financial. Member FINRA/SIPC. This article was prepared by Wealth Management Systems Inc. The opinions voiced in this material are for general information only and are not intended to provide specific advice or recommendations for any individual. We suggest that you discuss your specific situation with a qualified tax or legal advisor. Please consult me if you have any questions. Because of the possibility of human or mechanical error by Wealth Management Systems Inc. or its sources, neither Wealth Management Systems Inc. nor its sources guarantees the accuracy, adequacy, completeness or availability of any information and is not responsible for any errors or omissions or for the results obtained from the use of such information. In no event shall Wealth Management Systems Inc. be liable for any indirect, special or consequential damages in connection with subscribers’ or others’ use of the content. LADESIGN | ISSUE 1 | 2O16


FAQs ABOUT CEUs BY WILL MYERS, CHAPTER EXECUTIVE DIRECTOR Q: Who must meet the CEU requirement? A: ALL designer members, Professional, Allied and Associate. Q: Exactly what is the requirement? A: 10 class hours every 2 years. That’s 1.0 CEUs. (0.1 CEU = 1 hour of class time.)

You will be notified of ASID’s decision in approximately 20 business days of receipt. All such decisions are final. Q: When do I have to report? A: Every course should be reported when you take it. Reporting is the responsibility of the course presenter as long as you give them your IDCEC number. If you do not know your number, contact me before you take the course at 310-659-4716.

period) during which you’ll be required to make up the course hours. If the requirement remains unmet during the next reporting period, your membership in ASID will be subject to suspension in accordance with the requirements of the ASID Bylaws. Q: I joined ASID part way through a reporting period. Do I have to get 1.0 CEUs before the end of the period? A: You should begin taking classes as soon as you join ASID; however the requirement is prorated for new members: • If you will have been a member for 19 to 24 months by the end of the period, you will need the full 1.0 CEUs. • If you will have been a member for 7 to 19 months by the end of the period, you will need 0.5 CEUs. • If you will have been a member for 7 months or less, no CEUs will be required for the period.

CEUs Q: What courses qualify? A: Courses that have been pre-approved by IDCEC or a CIDA-accredited college or university. (That’s not as mysterious as it sounds. If a course is approved it will say so. If it does not contain an “approved by� line, it probably won’t count toward your CEU requirement.) ASID does not stipulate any particular subject areas; you are encouraged to take courses that will further your chosen career path.

Q: Can I use a course that is not pre-approved to fulfill my requirements? A: If you take a course you feel is an important part of your personal continuing education, but it is not pre-approved for CEUs, you may submit a Self-Reporting Project4_Layout 12/26/15 7:45 PM Page 1 Submission Form1available on the website.

Q: How do I check to see if the provider reported my attendance? A: All continuing education units are tracked by the Interior Design Continuing Education Council (IDCEC). 1. Log in at using your IDCEC number. If you don’t know your number call me at 310.659.4716. 2. Click “Register your CEUs.� 3. Follow the prompts to check your courses. 4. You can also use this link to report non-IDCEC courses that ASID has approved. Q: What if I don’t meet the continuing education requirement? A: In keeping with ASID’s policies and requirements of membership, the ASID Board of Directors, at its discretion, may issue you a conditional extension (probationary

And that’s it. It’s really pretty simple. And the chapter and our Industry Partners give you lots of opportunities to take free courses at our membership events and lecture series; so watch your emails. There are also courses available on the website. These courses require you to pay a fee. And please, call me if you have any questions. n

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LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter (800) 258-2229

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Industry Partners INDUSTRY PARTNER

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Susanne Ahern, ASID Brendan James Barry, Allied ASID Marsha Bohnett, ASID Aaron Bradford Duke, Allied ASID, LEED AP Terrill Keiner, Allied ASID, MFA Interior Design Meredith Levetin Green, Allied ASID Janine Massaro, Allied ASID Claire M. Mitchell, Allied ASID Deborah A Sessler - Jones, Allied ASID James Tabb, Allied ASID Harriet Weisz, Allied ASID Atlas Gallery LLC Bells & Whistles Calligaris at Pomp Home drikolor Erinn V. Design Group French Heritage Home Crush Laura Korman Gallery Pacific Patio Furniture of Los Angeles Vogani Architectural + Design Solutions

Students Muneerah Alsabah, Student ASID Ivette Alvarez, Student ASID Ashton Arndt, Student ASID Michelle Bakker, Student ASID Laly Ortega Ballard, Student ASID Shayna Bordy, Student ASID

Dominique Boubion, Student ASID Monaca Jean Brown, Student ASID Hei Man Chan, Student ASID Genelle Cherry, Student ASID Raquelle Dangor, Student ASID Lise Fitzpatrick, Student ASID Navneet Gill, Student ASID Jaime Gonzalez, Student ASID Datev Hovannisian, Student ASID Alexandra Karam, Student ASID Seymone Khaleghi, Student ASID U Teng Long, Student ASID Lauren Mateen, Student ASID Debbie Mccann, Student ASID April Minevich, Student ASID Archana Nandakumar, Student ASID Paola Oliveras, Student ASID Pennyroyal Parvizian, Student ASID Emanuele Pinzi, Student ASID Isabel Restrepo, Student ASID Lisa Rosenfeld, Student ASID Chelsea Schames, Student ASID Geraldine Sheetz, Student ASID Jordan Sholem, Student ASID Britton Shores, Student ASID David Taylor, Student ASID Amanda Vande Brake, Student ASID Heather Watson, Student ASID Michel Williams, Student ASID Zenan Zhang, Student ASID

Remembering... Quentin Rance, ASID, CID, FCSD

March 22, 1935 – January 14, 2016 3 38

LADESIGN is a Quarterly Publication of the American Society of Interior Designers - Los Angeles Chapter

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