DIAMOND OPENINGS SHINE BRIGHTLY Creative Projects for Your CMC ❖ Las Vegas Market Insider's Tour
Contents
PFM is a member of:
Volume 31, Number 4
PPFA, The Professional Picture Framers Association ACC, Art Copyright Coalition SOG, Society of Gilders
On the Cover With a manual mat cutter, diamond-shaped openings can be difficult to mark and tedious to cut. Enter the CMC; with the precision and design options these machines and accompanying software programs offer, you can create beautiful diamond cuts to suit mutliple kinds of artwork. For the full story, see Brian Wolf's latest column on page 12.
Features 18 Insider's Tour, Las Vegas Market 24 A Spotlight on CMC Projects 30 How to Refresh Your Website
30
Columns 12 Mat Doctors 36 Mastering Mounting 46 Design of the Month
Departments 8 10 40 41 42 43 44
Editor’s Note Industry News Product Showcase Crossword Puzzle Distributor Spotlight Crossword Solution Index of Advertisers
18 On our 30th anniversary cover, we harkened back to the magazine’s roots with an update on our original January 1990 design. Featured on the cover was Presto Frame & Moulding’s #650 mahogany circle frame. The moulding company recently celebrated an anniversary as well—75 years!
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Picture Framing Magazine® (ISSN 10529977) is published monthly, plus one issue by PFM Publishing, LLC, 83 South Street, Unit 307, Freehold New Jersey 07728; phone 732-536-5160; fax 732-252-2270. Subscription Office: Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612; phone 888-238-0049. Subscription: $20 per year U.S., $40 U.S. Dollars per year in Canada and Mexico, $60 U.S. Dollars per year for all international. Single copies, $5.95. If a paid subscription magazine is returned by the U.S. Postal Service as non-deliverable, Picture Framing Magazine will maintain the subscription for one year. If after one year a new address is not provided, Picture Framing Magazine will cancel the order. No refund will be available for that account. Periodicals class postage paid at Freehold, New Jersey, and at an additional mailing office. Entire contents © 2020 by PFM Publishing, LLC. Printed in U.S.A. Picture Framing Magazine registered in the U.S. Patent and Trademark Office. Postmaster: Send address changes to Picture Framing Magazine, PO Box 612, Northbrook, IL 60065-0612 Agreement Number 1691910 Disclaimer The opinions and information in this magazine are not necessarily those of the publisher and are therefore not to be viewed as such. No part of this magazine may be reproduced without the expressed written consent of the publisher. PFM does not knowingly accept false or misleading advertising or editorial, nor does the publisher assume any responsibility for the consequences that occur should any such material appear. PFM and PFM Publishing assume no responsibility for content, text, or artwork of advertisements appearing in PFM except those promoting PFM. The Publisher reserves the right to review all advertising materials submitted for publication and to not accept any such material deemed inappropriate for any reason.
PFM Publishing
83 South St., Unit 307, Freehold, NJ 07728 • Phone 732-536-5160 • Fax 732-252-2270
PICTURE FRAMING MAGAZINE www.pictureframingmagazine.com Bruce Gherman • bgherman@pfm-group.com • 848-444-5202 Kimberly Biesiada • kbiesiada@pfm-group.com • 848-231-3510 A RT D I RE C TO R Jin Dong • jin@wcafexpo.com • 848-231-4082
E X E C U TI V E PU BLI S HE R E D I TO R
CONTRIBUTORS
Jay Goltz • PRE S E RVATI O N E D I TO R Hugh Phibbs • M O U N TI N G E D I TO R Chris A. Paschke, CPF, GCF M AT D O C TO RS Tim Franer, CPF • John E. Ranes II, CPF, GCF • Brian Wolf, CPF William B. Adair • Ken Baur • Jared Davis, MCPF, GCF Paul MacFarland, MCPF, GCF • James Miller, MCPF, GCF
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ADVERTISING SALES
sales@pfm-group.com • 848-444-3058 Bruce Gherman • bgherman@pfm-group.com Rob Gherman • robgherman77@gmail.com Sean Kliemisch • sean@wcafexpo.com CIRCULATION D I RE C TO R O F A U D I E N C E D E V E LO PM E N T
Maureen Robertson • maureen@wcafexpo.com PRODUCTION
A D V E RTI S I N G C O O RD I N ATO R
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Deborah Salmon • dsalmon@wcafexpo.com Mindy Gruenbaum • mindy@wcafexpo.com E X HI BI TO R S E RV I C E S Maureen Robertson • maureen@wcafexpo.com TRA D E S HO W C O O RD I N ATO R Gary Coughlin • gary@wcafexpo.com C O N F E RE N C E C O O RD I N ATO R Alan Pegler • alan@wcafexpo.com TRA D E S HO W D I RE C TO R BU S I N E S S M A N A G E R
WCAF EXPO SALES
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CONTENTS
PFM PUBCO • BOOK DIVISION BOOK SALES COORDINATOR
pfmpubco@pfm-group.com
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PFM PUBLISHING, LLC PRE S I D E N T
6 PFM April 2020
Bruce Gherman
FROM THE EDITOR’S DESK
T
Design tools, trendspotting, digital details, and more in our April issue, which spotlights the benefits of computerized mat cutters.
CONTENTS AD INDEX 8 PFM April 2020
here’s no time like the present to review the current equipment in your shop and determine if anything is due for an upgrade or replacement. The investment you make today will give you the tools to execute top-of-the-line framing jobs that stand out from your competition. This issue takes a closer look at a hugely helpful piece of equipment: the computerized mat cutter. In “Creative CMC Designs” (page 24), we look at three inventive framing projects whose creators used three different CMCs to bring their visions to life. All of them take advantage of the expanded cutting abilities that a computerzied version of this essential machine affords its users. In his latest Mat Doctors column (page 12), Brian Wolf provides several examples of framing projects in which a diamond-shaped opening is used to great effect. This design is easily achieved on your CMC software program, as Brian demonstrates, and can add unexpected visual interest when framing certain kinds of objects and artwork. In the design realm, Ginger Hartford reveals what’s trending this year
in interior decoration with her review of the 2020 Las Vegas Market (page 18). Hartford led a group of framing professionals on an insider’s tour of the market as part of The National Conference, and shares some of the tour’s top highlights here. Have you been putting off a website spring cleaning? It can be overwhelming to think about all the aspects needed to have a good website that functions as a digital marketing tool for your business, but let David Lantrip’s latest article on the topic (page 30) motivate you to get started. Devoting just a couple of hours to modernizing the look and functionality of your site can mean greater interest from current and potential customers. Those topics and more await you in this issue. We hope these ideas help you continue your journey to provide your customers with unparalleled service and to grow your business.
Kimberly Biesiada Editor
INDUSTRY NEWS PPFA Releases ‘PRINT’ for 2020-21 Competition
Honorable mentions for that round of the contest went
The 2020-21 PPFA Competition PRINT is a handmade book,
to Kathleen Connaughton of Hollywood Frame Gallery, Ben
“Devoted Thoughts about Dogs,” by Plee (Penny Tucker) with
Morrison of Relics Frameworks, and Kristina Knowski of SFC
a soft wrap-around leather cover of natural taupe (suede side
Gallery.
out), a contrasting tie, and
Sullivan’s
metal paw print charm as a
winning entry
latch.
was described
The book measures 2
The 2020-21 PPFA PRINT
as a tidal wave
1/2'' x 3” x 3/4'' closed, 7''
of creative
x 3'' x 2 1/4'' open and laid
custom fine art
flat. It has six hand-stitched
and framing.
10-page
Her customer
signatures
and
Amy Sullivan’s competition-winning piece
two decorative end papers
was inspired by a Prisma moulding display and commissioned
for a total of 62 pages of dog images and quotes from nota-
a piece by artist Sandra Kavanaugh to coordinate with Prisma
ble figures like Elizabeth Taylor and Charles De Gaulle. Photos
Ocean Blue. The canvas was fit into a floater frame that Sulli-
and quotes are on warm ecru paper and each signature has
van capped in Prisma. The result was a dynamic glow from the
translucent pages of white silk, threaded mulberry, and natural
finished product as the Prisma caught the light standing out
speckled kozo Asian accent papers.
from the wall.
This 3D object challenge may be framed any way you feel
Entries into Bella’s Creations competition must show
best presented: open, closed, flat, slanted, vertical, horizontal,
creative use of a Bella or Prisma product. The popular vote
floated, hung, or a versatile frame allowing for book access. You
winner in each quarter receives free products and is entered
are not limited to a single book, but the visual concentration
for a chance to win the grand prize—a free trip to the upcom-
is the book. The PRINT sponsor is FrameTek, developer and
ing 2021 WCAF Expo.
maker of FrameSpace and EconoSpace. As always, framers can also enter the OPEN category with
The call for entries will be in March, May, July, and October this year. For more information, call 888-248-6545, contact
a project of their choice. Entry begins as a Digital Competition,
sales@bellamoulding.com, or like and follow @bellamoulding
making it easy for PPFA members around the world to take part.
on social media.
Entries are submitted online with three photos and an electronic description entry form. All entries are judged electronically by three accredited/approved PPFA judges.
Framerica Celebrates Karen Goldman’s Twentieth Anniversary Karen Goldman, Framerica’s in-house frame
The Top 50 qualifiers in the digital round will be invited to
designer, recently celebrated two decades
ship their physical entry to the January 2021 International Fram-
with the New York-based manufacturer.
ing Competition Finals at the PPFA Convention/WCAF Expo in
“Karen is a fabulous person and a true ar-
Las Vegas. Entries will be judged by a new set of three accredit-
tisan,” notes VP Josh Eichner. “Her attention
ed/approved PPFA judges and displayed on a competition gal-
to detail and framing skills are unmatched.”
lery wall at the WCAF Expo, and be eligible for Popular Choice voting by attendees.
CONTENTS
Purchase the $40 PRINT at www.ppfa.com. A receipt and instructions will be emailed regarding entry procedures and details for uploading of your entry form and images. Any questions can be emailed to competition@ppfa.com.
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Bella Moulding Announces Creations Contest Winner Amy Sullivan of Sullivan Framing in Bedford, NH, was named the grand-prize winner in the autumn round of Bella Moulding’s quarterly design competition, “Creations.” As the winner, Sullivan was hosted by the moulding company at the 2020 WCAF Expo in Las Vegas this past January. 10 PFM April 2020
Karen Goldman
For more information, call 800-372-6422 or visit www.framerica.com.
Framing Community Mourns Loss of Pat Bradley Longtime PPFA member Pat Bradley, CPF, of Bradley’s Art & Frame in Houston, TX, died Jan. 6 at the age of 79. Born in Chicago, Bradley graduated from Ray High School in Corpus Christi, TX, and attended the University of Houston. She and her husband, Bill, founded Bradley’s Art & Frame in 1970, opening a small shop; two years later, they moved into a 1,200-square-foot space. Bradley ran the shop during the day and went home to care for the couple’s children at night, while her husband kept his
day job, coming to the shop at night to make
Over the Hernandez’s,” would be featured in the exhibition. The
frames. In 1976, he quit his day job and the
early-winter morning photograph, a 14'' x 21'' archival pigment
couple doubled the size of their shop. With-
print on Hahnemühle Bamboo paper, depicts a lone residence
in six months, they hired their first employee,
that sits on the outskirts of town near the open range just out-
and moved to a brand-new building in 1987.
side of Bryant’s frame making studio in Kirby, WY. The title is a
The business expanded to its current 5,000 square feet in 1998.
Pat Bradley
Bradley was responsible for administration and marketing, writing the company newsletter, and sharing her more than 40
reference to Ansel Adams’ iconic 1941 black and white photograph, “Moonrise, Hernandez, New Mexico.” The exhibition began Feb. 20 and will hang in the Wyoming State Capitol Extension in Cheyenne until Aug. 13.
years of experience with customers at the front desk. She re-
Bryant’s participation in this exhibition and other art events
searched and developed many of the techniques used on fram-
is supported by grants from Wyoming Arts Council with funding
ing textiles (needlework and clothing). She shared these tech-
from National Endowment for the Arts. For more information
niques with other framers in the many workshops she taught.
about the exhibition, contact the Wyoming State Museum at
Bradley, along with her husband, was very involved in their local PPFA chapter. Among her accomplishments was her tenure on the original certification committee, which developed the first certified picture framer (CPF) exam.
307-777-7022.
Italian Trade Show Postponed in Light of Coronavirus Outbreak
In 1993, the couple was honored with a Paul Frederick
FamaArt 2020, originally scheduled to take place late last
Award of Distinction for Leadership. They also received a PPFA
month, has been postponed until October due to the recent
Lifetime Achievement Award in 2010.
worldwide outbreak of novel coronavirus (COVID-19), trade show organizers said.
National Conference Instructor’s Work Featured in Exhibition
a recent release that the postponement was made “in light of
A photograph by multi-
orders issues by the Italian government and health authorities
media artist and Nation-
following the coronavirus emergency.” The show was slated to
al Conference instructor
take place March 26-28, but is now scheduled for October 8-10
Barrie Lynn Bryant will
in Bologna, Italy.
be featured in the 2020
“We are sure you will understand that the situation is due to
Governor’s Capitol Art
circumstances beyond our control,” the company added in the
Exhibition in Cheyenne,
release. “We are looking forward to welcoming you to FamaArt.”
WY, through the sum“Moon Setting Over the Hernandez’s”
BolognaFiere Group, which runs the FamaArt show, said in
mer.
A leading European trade show for the art and picture framing industry, FamaArt offers moulding, artwork, glass, ma-
Bryant, who also
chinery, and other industry products and equipment from an
contributes articles to PFM, was notified earlier this year by Wy-
international lineup of exhibitors. For more information on the
oming Gov. Mark Gordon that his photograph, “Moon Setting
show, visit www.famaart.it. PFM
PFM April 2020 11
Las Vegas Market: A First Look at 2020’s Top Art, Design Trends By Ginger Hartford
D
esigner, marketing educator, and founder of EurDesign
opment process. I also wanted my group to gain insight
Studio Ginger Hartford recently led an all-new insider’s
on the art themes, styles, and language that resonate
tour of Las Vegas Market, giving attendees a first look
with today’s consumers.
at this season’s hottest art, design, and style trends as part of the West Coast Art & Frame Expo and National Conferece. The tour
GLOBAL VIEWS WITH FORM DESIGN STUDIO
highlighted showrooms of top publishers and home furnishings
We kicked off our tour by visiting Global Views’ showroom
brands that are driving key design and decorating trends in the
to learn about their collaboration with FORM Design Stu-
marketplace. Tour attendees had the opportunity to connect with
dio. Global Views is known for its collection of decora-
exciting new business resources, meet industry thought leaders,
tive accessories from skilled artisans around the world.
and see the top artists of the moment collaborating in product
CEO David Gebhart, who also serves as board director of
development for new collections launching at the market. Here,
the American Furnishings Hall of Fame Foundation, gra-
Hartford shares some of the biggest highlights from the tour.
ciously hosted our tour group. Gebhart shared the design
CONTENTS AD INDEX
I’ve long believed the art and design industries work
process his team undertook while collaborating on their
best in parallel and converge quite often in our profes-
collection with FORM Design Studio. We learned how art
sions. As a designer, I specify products and have deep
inspires product development, how artists partner with
brand relationships within the home furnishings and de-
brands to develop lifestyle collections, and how manu-
sign marketplaces. I’ve noticed a greater media focus on
facturers work with artisans to bring their concepts and
the artistry of design—in other words, on the fact that
textural treatments to life across home accessories.
artists are impacting the trends and design movements seen today.
Trend details are crossing over to designing framing elements like fine linen and natural-toned matboards.
The goal of the tour was to navigate Las Vegas Mar-
Organic neutrals in cream, ivory, taupe, stone, and shades
ket’s top showrooms of 2020, identifying key design and
of charcoal were also prominent. The mineral finishes
decorating trends and understanding the product devel-
seen in the collection translate to moulding designs with
18 PFM April 2020
matte finishes and resins in cream and charcoal. Many attendees found Global Views’ home accessories a valuable resource opportunity for adding gallery products to their business’s offerings. FORM Design Studio, founded by Emmy award-winning designer Joshua Rose and Chinese medical practitioner Rafael Kalichstein, designs modern art, rugs, furniture, lighting, and accessories. The collaboration between Global Views and FORM Design Studio inspired me to launch this design-focused Las Vegas Market tour. It was incredible to see how the talent of Kalichstein and Rose informed every aspect of their bespoke collection, and it was a pleasure to meet them in person. “Our vision was to create a collection that evokes the intangible; a feeling of soulful connection with a new person or place that opens one’s eyes, shifts one’s perspective, and enriches one’s life,” says Rose. “It’s the electric moment you realize you have met a new and lifelong friend that we hoped to capture as inspiration. Global Views is the perfect partner to help us bring that vision to reality.” FORM Design created a capsule collection with international flair, originating from art—in most cases, original Chinese ink paintings by the designers. FORM Design Studio is currently developing product lines with Global Views/William D. Scott, LeftBank Art, Dempsey & Carroll, and Mehraban Rugs in addition to designing hospitality, commercial, and residential projects worldwide.
MODERN NATURALS WITH FOUR HANDS A major trend continuing to evolve in mainstream design is mid-century modern style. This style is not just for millennials; its influence is impacting high/low lifestyle brands around the globe. Four Hands, based in Austin, TX, is a category leader in home furnishings, including a complementary art and photography collection curated by Four Hands Studio. The studio’s modern naturals theme is eclectic and bohemian-rustic with a nod to the mid-century modern aesthetic—no longer just “industrial modern.” Their 2020 Las Vegas Market design trends included 1970s-inspired textures and 1980s-inspired maximalism, including natural earth tones with sculptural metals. Our group took note of Four Hands’ use of tubular forms from the 1980s inspiring the furniture designs and companion artworks; a nice retro balance for eclectic-minded consumers. Natural earth tones complement on-trend, warmer color palettes like wine, olive, green, chocolate brown, and yellow ochre. Sculpted metals cross over from lighter furnishings to float frames for art to add personality and PFM April 2020 19
FORM Design Studio’s definitive art collection, which continued the textural modern theme. Artists by nature, FORM Design Studio’s principals, Kalichstein and Rose, say they relish the time spent creating their high-end reproduction art line for Leftbank Art. Their ever-expanding collection boasts well over 100 works, incorporating media from Chinese ink to wire sculpture. Our group also previewed the latest presentation styles, emerging artists, and leading trends in art and learned more about the printing services needed to expand designer art with original paintings, giclées, hand-embellished canvas prints, and acrylic treatments. Notably, we highlighted the emerging growth trends for printing on linen and mural wallscapes. Many art galleries look to Leftbank to diversify their collections by category, highlight artists, extend product selection and design services, or partner on art projects. post-modernist vibes. Sustainability is also a key trend among these design leaders. Sustainable thinking can be found in materials used, from reclaimed woods like eucalyptus, to handblown glass, repurposed denim, and organically shaped forms. Four Hands believes this intensifies an eco-friendly effect beautifully. All details can translate to art and framing materials by style and design. With over 20 artists and photographers, Four Hands Art Studio curates compelling new art styles including geometric shapes in bolder statement colors. According to the studio’s creative director, Kimberly Grey, “Color is the definitive element in creating the illusion of dimension, so there’s certainly intention behind the palettes. These pieces use tonal, complementary colors in an approachable way, meaning they can be worked into neutral and experimental styles alike. Color blocking, too, creates contrast and pattern within flat imagery.”
LEADING TRENDS WITH LEFTBANK ART CONTENTS
An ARTS Awards Winner, Leftbank Art is known for its modern art collective and trend-forward art publishing as well as trade services working with designers, hospitality professionals, and business-to-business groups. I was a
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fan of their collaboration with Galerie Magazine at last year’s High Point Market and was excited to learn about their collaboration with FORM Design Studio at Las Vegas Market. Our tour shined a spotlight on the design services available to retailers with a showroom stop at Leftbank Art. We toured their extensive showrooms to preview 20 PFM April 2020
SCULPTURAL STANDOUTS WITH THE PHILLIPS COLLECTION It’s important to note other on trend, non-traditional art forms that could be seen at the show; specifically, sculptural wall decor. This year’s winner of the prestigious 31st Annual ARTS Awards for Top Wall Decor manufacturer, the Phillips Collection is a family business specializing in unique, inventive, and dimensional designs that are really off the wall! Our group toured through their amazing showroom and focused on dimensional artworks, wall tiles, sculptures, and more to round out resources and trends for artful living. Framing professionals might consider designing gal-
lery walls for customers that incorporate multiple object
tions, it’s important to become familiar with these kinds
forms; for example, the use of metal, ceramic, or wood
of suppliers and expand your product lines and services
objects to complement framed artwork can make for a
to capture broader revenue opportunities per project.
compelling statement wall. As consumers’ appetite for unique home decor grows, and as the hospitality and
ARTIST INSPIRATIONS WITH WENDOVER ART GROUP
commercial industries look to diversify their art collec-
Our market tour wrapped in high style as we were warm-
PFM April 2020 21
or design studio and shop founded by Mat Sanders and Brandon Quattrone with projects in Los Angeles, New York, and Telluride. The designers spent time with our group talking about the inspirations for curating and designing their new art collection with Wendover, based around mixed media and playfulness. The artful trends focused on coastal modern photography, abstract, typography, nature, figurative, landscape, animal, and vintage-themed product categories. Photography, especially coastal modern themes, were prominent at the show, reflecting the increasingly popular coastal design styles of today’s interiors. It was a joy to host a group of curious, engaged art and framing professionals on my design-focused insider’s tour through Las Vegas Market, the Southwest’s premier home furnishings and design resource, on behalf of WCAF Expo and The National Conference. For more highlights of the tour, visit @eurdesign_studio on Instagram. ly welcomed by Wendover Art Group. Wendover is a ver-
And for more information on the expo and conference,
tically integrated, domestic supplier of artwork, wall de-
visit www.ecafexpo.com. PFM
cor, and mirrors within the hospitality, healthcare, and commercial interior design industries. Head of Marketing Leslie Langford shared insights on the breadth and uniqueness of the company’s art offerings as well as its specialty in producing licensed collections with top designers Thom Filicia, Lillian August, Christopher Kennedy, Jo Sampson, and Meg Braff. We were excited to personally meet the designers behind the notable brand Consort, a high-end interi-
CONTENTS AD INDEX 22 PFM April 2020
Ginger Hartford Ginger is a highly accomplished art and design industry veteran recognized for her executive leadership and expertise in strategic marketing and global business development. Formerly with Larson-Juhl, Ginger founded EurDesign Studio as a sought-after consultant and National Conference speaker about high-level marketplace trends and design technology.
PFM April 2020 23