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by design



20 07


I N S i D E/O UTS I D E: O UTDOO R LIVI N GÂ I N TH E N O RTHWE ST Recent Arrivals High Technology, Flawless Design: Trends in Home Electronics Growing Your Business: Connect with Gen X

I N D O O R /O U T D O O R :

Outdoor Living in the Northwest

Product Beyond that time of picnic tables, says Terry Draheim of Terris Draheim Exterior at Seattle Design Center, people now plan outdoor spaces to accommodate more complex, varied uses, like meditative spaces, lounging, dining and entertaining. Notably, outdoor food preparation has evolved beyond barbecues, moving the entire cooking operation to outdoor kitchens. “I don’t know what drives this wave of alfresco dining,” Draheim says, “perhaps emulating European sidewalk cafes, but locally we certainly seem to share a great desire to be outside. And the products available today make so many things possible, from intimate to grand exterior spaces.” Perhaps as a result of the evolution of exterior furnishings, there is now an apparent prestige to having outdoor spaces that go beyond simply providing a place for outside dining, to creating an experience and enhancing a visitor’s

By Craig Cross As a native of Arizona, outdoor living in my experience centered on swimming pools, umbrellas and SPF 25. What got and kept us outdoors, with careful timing to avoid extreme heat, was the invitation of outdoor dining around the pool. Of abandoning dining table and chairs, and perhaps even metal utensils, to enjoy the expanse of our backyard and a meal serenaded

overall comfort to time spent outside. Draheim identifies this as a critical driver behind the market of exterior furnishings. He notes a common thread of creating spaces for four primary outdoor experiences—dinner dining, morning coffee, a teahouse setting, and lawn chair in the sun/afternoon cocktail. Clients can and often do utilize different areas around the home for these experiences, following or avoiding the sun to best match the desired setting and depending on the time of the year.

by spectacular Arizona sunsets. Key to that goal was our sturdy picnic table and benches, truly the foundation of outdoor living spaces at that time.

Draheim identifies many recent improvements in available materials and

Picnic tables were later replaced by umbrella tables with chairs, which were

textiles that have resulted in exterior furnishings to rival the elegance of

eventually accompanied by some kind of lounge chair. Thus, the beginning

interior furnishings. Recent technological advancements have produced

of a redefinition of exterior spaces, not just as places to eat, but as places to live.

weather-resistant fabrics of such easy care (soap and water) that keeping them outside with a much lengthier life expectancy has become possible. Furniture has improved to include more durable, aluminum rattan-like materials that

For this story on outdoor living in the Northwest, I set out to explore when

make it possible to leave furniture outside throughout the year—a significant

and how outdoor spaces are being used in this region. From the perspectives

change to the prospect of investing in and designing outdoor living spaces,

of product, design, architecture and landscape architecture, we’ll discuss

which had previously required storage space for furnishings in the off-season.

drivers behind the current market for outdoor living spaces and what’s changing in their design.

Gone the days of only using concrete or brick as “floor coverings,” materials now include pavers, blue stone and even travertine. As to the future of exterior furnishings, Draheim identifies three areas of

ON THE COVER: Kravet / Lee Jofa, Atrium Suite 126

growth, including products not currently available or others just on the

New this spring, Kravet’s Bimini and Capri collections offer elegance suitable for living rooms and

verge of transformation. The first of these concerns furniture—specifically

covered porches, and engineering suited for endurance outdoors. Cushions are made to allow rain to

a departure from traditional hard lines toward softer, sensuous, more

run through and dry quickly, while frames and finishes are treated with a protective shield to withstand

curvaceous forms. Exterior furniture often maintains those traditional hard

the elements. Frames are available in non-rainforest solid mahogany in four stains, mosaic-topped

lines, just on a bigger scale, but several lines are moving in the direction of

dining tables in Verdi or Natural, and coffee tables with a choice of stone tops in two shades or two

more curvaceous silhouettes, and Draheim looks ahead to the days of outdoor

types of glass.

sectionals or modular units.

Terris Draheim Exterior, Plaza Suite 288-A Now available at Terris Draheim, the Kettal Soft collection embodies the concept of light yet solid and long-lasting furniture. Founded in 1964, Kettal started by distributing aluminum camping and beach furniture and has grown to encompass the Kettal, Triconfort, Hugonet and Evolutif brands.

The second growth opportunity is outdoor textiles, and Draheim feels we’ve only seen the tip of the iceberg. One recent surprise has been chenille. Draheim has seen a combination of chenille and a flat weave, which provided a textural change not previously possible. Improvements in durability and care, coupled with broadening design components like chenille, provide a growing number of design opportunities to further define and enhance exterior living. For Draheim, outdoor lighting represents the biggest area for growth. In fact, Kenroy’s Belmont Collection, available at Lighting Universe at Seattle Design Center, has a new line of outdoor chandeliers and floor and table lamps. Drew Reeves, of Lighting Universe, agrees there are limited options, but assures that manufacturers will respond to increased demand—many are already doing custom work. Outdoor lighting in a damp environment must be corrosion resistant, and design features like downward facing lamps—so they cannot collect water—help combat the challenges of this climate.

Design Designer Jann Placentia, principal of Piacenza Design and second place winner in the outdoor living category of the 2006 Northwest Design Awards, admits some clients don’t initially recognize the value of investing in external spaces, but for those who do, she identifies several common design issues. Historically, storage of outdoor furnishings when not in use, as the Northwest season is potentially May through September, has been an essential element to any design as a protection of the investment. But like Draheim, she sees the need for storage being minimized by recent advancements in production. Placentia is thrilled by the abundance of outdoor fabrics, which makes so many more design concepts and ultimately

Ralph Hays Contemporary Designs, Atrium Suite 239 Now at the newly expanded and relocated Ralph Hays Contemporary Designs showroom, Woodard’s Wyatt Sling aluminum seating is exquisitely detailed and constructed from materials surpassing the industry’s most rigid standards.

uses of the space possible. As with any interior project, Placentia begins outdoor projects with a

space.” If food is prepared indoors, for example, Placentia assesses how the

study of the client’s lifestyle, asking standard questions concerning family

spaces work together to facilitate a client’s entertainment plans.

life—does the space need to accommodate children, does the family like to entertain and in what ways—but those questions deviate a bit when looking

In looking at past projects, Placentia recognizes an interesting result that

at the relationship between the interior and exterior of the home. “In some

resonates with the current push toward conservation. She suggests that by

cases, the exterior space is self-contained,” notes Placentia, “but there is a

creating sanctuary at home, people begin to rely on their own outdoor spaces

relationship between the two, and we have to look at how accessible the

as destinations for calming at the end of the day, or the excitement of an

interior is to the exterior space because it will affect use of the exterior

open-air dinner party. Time spent at home means less time spent driving, which means less use of fossil fuels—and what’s better than having your desired outdoor experience just steps out your back door?

Robert Allen | Beacon Hill, Plaza Suite 182

“What I see as areas of growth really concern the details,” says Placentia,

Robert Allen’s new al fresco sunlight and

“the points of detail that make it possible to further transform our outdoor

moonlight collections feature diverse

spaces to exterior versions of the home.” These include outdoor rugs with the

textures, fresh colors and striking

ease of care made possible by technological advancements in outdoor fabrics.

patterns ideal on the patio or in the

Outdoor art and lighting also top the list.

family room, wherever kids, pets or the elements put fine fabrics to the test.

Placentia sees opportunity in getting people on board with the idea of

Patterns and colors put a transitional

investing in exterior spaces. Northwest residents may not have embraced

spin on classic design with an indoor-

outdoor living as have residents in southern California or other sunny climes,


but she sees a shift in orientation as people here begin giving themselves




Apricot, Leaf, Pebble, Lagoon, Espresso and Peppercorn.

permission to slow down and enjoy such spaces.

Architecture People are attracted to living in the Northwest because of the majesty of the outdoors here, says Scott Allen of Olson Sundberg Kundig Allen Architects and first place winner in the outdoor living category of the 2006 Northwest Design Awards. “Much of what we do as architects in the Northwest concerns creating a relatively transparent boundary between the interior and exterior of a home,” says Allen.

with which to build their gardens, so architecture is often shaped by these interests. For those who desire less hands-on work with garden spaces, Henry works to identify low-maintenance plants that provide seasonal color and fragrance without requiring much work from the home owner. In making exterior spaces more agreeable in extended seasons, elements like glass trellises, heaters and fire pits are being incorporated on a much grander scale. For landscape, Henry says extension of the season can really be about enticing people into the garden beyond the warmth of summer, achieved by clipping branches of witch hazel in January or getting excited about winter blooming plants. Maturity of gardens is a constant concern in landscape architecture because people must realize that a garden is not a static environment—plant it, and it will grow. “Regenerating your garden used to be about making minor changes in the garden border, a simple replacement of plants,” says Henry, “but now we are able to make bigger changes with so many new varieties available to enrich the color and texture of the garden.” Henry cites sustainable gardens as a key next-best-thing. The Berger Partnership has seen a great deal of interest in waterwise gardens—seeking

Kelly Forslund, Inc., Plaza Suite 158 Hand cast of solid aluminum and hand painted in several signature finishes, the Montecito Collection epitomizes the “California look” Michael Taylor originated. The collection offers a luxurious solution for elegant outdoor environments, with lounge items, dining tables and chairs, and pool-side seating. The distinctive Mediterranean design of Montecito transitions beautifully from indoor to outdoor rooms.

plants appropriate to the setting. When plants are selected to suit a landscape’s natural conditions, less maintenance and less water are required, resulting in a low-maintenance garden that requires only natural precipitation. Within waterwise efforts, Henry foresees work on rain water harvesting, or capturing roof water, as a primary component. Also on the green side of things, Henry has seen quite a bit more work with residential green roofs—a roof of a building partially or completely

Working to make that boundary as seamless as possible, Allen discusses

covered with vegetation and soil, or a growing medium, planted over a

use of large operable openings that essentially eliminate the wall—pivoting

waterproofing membrane. That growing medium is commonly sedums, a

or accordion doors, as well as gangs of sliding doors—as one of the most

succulent, and there are three native species in Washington. Green roofs have

common architectural elements at this time. He also credits the continuation

commonly been intensive, with a deeper profile and more soil, but recent

of materials from inside to outside, like concrete floors, for creating a

work has explored extensive roofs, with a shallow profile of as little as 1 ½

powerful, visual continuity. And echoing both Draheim and Placentia, he

inches of soil. Of many benefits, green roofs in the Northwest help mitigate

sees outdoor kitchens as a prominent feature in current design, from basic

storm water.

barbecues to full kitchens with storage, sink, range, barbecue, refrigerator and built-in seating. Extension of the outdoor season, with covered areas and the supply of heat through radiant devices in the floor plane or overhead, has become an increasingly popular design goal. Allen continues by noting that the structure of exterior spaces is shaped by the

By D esign Goes G reen

simultaneous creation of a sense of protection and prospect: a courtyard that

This project will be produced using ColorGraphics “Green”

offers a boundary between us and the wild outdoors, while simultaneously

Process. The Burgo Endeavour Velvet Text is made from

offering a controlled glimpse of the unknown beyond.

25% post consumer waste. The paper is certified by the Forest Stewardship Council for responsibly managed forests.

Revisiting the concept of large operable openings and the use of doors or a series of doors to create and then remove the boundary between interior and

Producing this project with ColorGraphics saves:

exterior spaces, Allen looks forward to exploring spaces that have a greater

Endeavour Velvet Text:

(4,896 pounds)

ability to morph between exterior and interior use architecturally. Key to



all exterior space, says Allen, is its relationship to the sweetest view, usually


10 Fully Grown


4,367 Gallons


7.2M BTUs

Solid Waste:

483 Pounds

Greenhouse Gases:

951 Pounds


12 Pounds

VOC Emissions:

.4 Pounds

with solar access. That in mind, solar control through fixed solar devices represents a significant future direction as designers and architects seek to manipulate, direct and retain the amount of sunlight in a space.

Landscape Architecture For Jason Henry, principal of the Berger Partnership, what’s happening in landscape architecture often concerns two groups of clients—those comfortable in the garden and those less so. Gardeners now have a great and

Calculations are based on research done by Burgo, Ink Systems and ColorGraphics.

expanding variety of perennials and shrubs, in an increasing array of colors,




Schumacher, Plaza Suite 190 Two icons of American design have joined forces to create Jamie Drake for Schumacher. These wovens and prints combine Jamie’s bold and sophisticated sense of color and style with Schumacher’s dedication to timeless design and textiles of the highest quality. From unexpected twists on tweed to sophisticated silks to luxurious lampas, this collection embodies contemporary American glamour.

Stephen E. Earls Showroom, Atrium Suite 132 McGuire introduces the Danish Cord Series, designed by Glyn Peter Machin. The collection, interpreted from traditional Danish design, includes seven living, dining and occasional pieces. In McGuire’s signature rattan, three dimensional curves articulate the art of hand craftsmanship.

Susan Mills Showroom, Atrium Suite 200 Now available at Susan Mills Showroom, the Catacaos series adds elegant zest to residential, commercial and hospitality spaces. Stunning new pendants, ceiling fixtures and a wall sconce are crafted using an ancient South American technique called filigrana. This technique combines small metallic pieces to create a larger surface area with a spiral texture. Catacaos is a small city in northern Peru where filigrana is used extensively by local artisans.

Just Green, Atrium Suite 211 New at Just Green, the Atmos chair by Peter Danko

Latitudes Rugs & Carpets, Atrium Suite 127

incorporates the aesthetic use of post-industrial

For the times when a shiny new hand-tied rug just won’t do, Latitudes Rugs & Carpets stocks an

seat belts. Danko’s designs are simple, sophisticated,

extensive selection of classic ancient Persians. These collectable rugs from the old masters have a true

unpretentious and built to last. Danko helped define

patina in traditional colors and are also available in unusual sizes. Heralded for the intricacy of their

the term eco-modernism as evidenced by his pieces in

craftsmanship and cultural heritage, some storied antique Persian rugs have sold for millions of dollars

MoMA and the Smithsonian.

at auction.

R.L. Finer, Plaza Suite 258 R.L. Finer is pleased to represent the AST textile collection. AST, known for their extensive collection of textural chenille upholstery, has expanded their line to include a wide assortment of jacquard upholstery, indoor/outdoor fabrics and a stunning medley of silks.

Jennifer West Showroom, Atrium Suite 100 The Jennifer West Showroom is pleased to represent Phillip Jeffries Ltd. wallcoverings. Phillip Jeffries Ltd. is a unique collection of natural textured wallcoverings stocked in the United States for prompt delivery. In the Sapporo wallcovering collection shown, natural linen fibers are tightly and carefully laminated onto a fine backing paper. Using

L. Greenberg, Atrium Suite 228

environmentally friendly vegetable based

Cisco Brothers introduces Basal Living, a sustainable collection featuring Inside Green™ construction.

dyes and stain repellent finish, the collection

Basal Living styles range from classic to contemporary and are offered upholstered and slip-covered

is available in nineteen subtle colors.

in a selection of 100% organic fabrics, natural fibers, linens and wools. Legs are crafted with certified, reclaimed wood and are offered in a natural beeswax finish, organic oils or unfinished. As with all Cisco Brothers products, every frame can be custom-made to client specifications.



Seattle Design Center congratulates the following new and expanded showrooms. Please stop by and familiarize yourself

G.R. Hedges welcomes new showroom manager Monica Koreski. Monica has a textile degree from

with new product offerings.

Washington State University and more than 12 years experience in retail and wholesale sales.

• The Dixon Group Plaza Suite 162 – Now Open The Dixon Group is pleased to represent the following

Tina Pemberton joins Elinor & Verve as a sales associate. She has 22 years of experience in furniture, fabric and accessory sales.

lines: Brunschwig & Fils, Charles Pollock, Cowtan & Tout, Dana Creath, Duralee, First Circle, National Upholstering,

R.L. Finer welcomes Irene Kelly as showroom manager and outside sales representative.

New Classics, Panache Designs, Ralph Lauren, Studio Steel, Vaughan Lighting and William Switzer.

StudioG11 welcomes Tylor Jeffery as showroom manager. Tylor has a bachelor of fine arts degree in interior design with an emphasis on sustainability. He brings nearly three years of showroom

• J ust Green

management to StudioG11 and is excited to be an integral part of such a progressive and dynamic

Atrium Suite 211 – Now Open

showroom environment.

SDC welcomes owner Michael Huffman and Just Green, a showroom specializing in sustainable products. Just Green represents the following lines: Alkemi, Danko, Durat, Earthweave, Eleek, Girari, Greenplanet Paints, and Woodnotes. • R alph Hays Contemporary Designs Relocation/ Expansion Atrium Suite 239 – Now Open • K elly Forslund Expansion Plaza Suite 158 – Opening Early Summer 2007 • Rubenstein’s / The Rug Source Expansion Plaza Suite 276 – Opening Summer 2007

N EW D E S I G N O F F I C E S • Monroe Design and Development Atrium Suite 201

(From left) Paula Kennedy, Diana Cutler and Kayron Brewer enjoying the “Green and Delicious” cocktail party at NORDEX.

• K . M . Kurbs LLC Plaza Suite 485

N EW LI N E S & CO LLEC TI O N S Trammell- Gagné , Atrium Suite 105 • Phoenix Day Lighting • McEwan Lighting • Gary Hutton Furniture • Otium Lighting Elinor & Verve , Plaza Suite 268 Photos: Chris Peterson

• Valtekz • Marbello • Archive • Ron Dier Studio G11, Plaza Suite 366

E F Paulsen and Associates and WA & OR Kravet/Lee Jofa representatives gather for a photo-op

• Environmental Language

at the NORDEX cocktail party. Pictured (front row, left to right): Brad Morrill, Suzanne White,

• Stratford Hall Textiles

Shenalyn Castoldi, Amanda Wirtz, Naomi Brewer, (back row, left to right) Steve Morris, Ed Paulsen

• Peter Alexander Furniture

and Scott Smith.

Stephen E . Earls Showroom , Atrium Suite 132 • British Khaki • Robert Lighton

20 07 N orthwest D esign Awards co m petition

• Gemelli Reproductions • Tesori Furniture

Gain recognition for your work by competing in the 2007 Northwest Design Awards! Past

• Harrison Van Horn Furniture

Northwest Design Awards winners have received local and regional recognition, both in the media

• Hazelton House

and commercially. Enter your project(s) completed between 2004 and 2007 beginning June 8. Our

• P.H. Dorcic Trims

new online entry process will allow you to upload images, floorplans and your project statement

• Retour Wallcovering

to our secure server. Completed entries will generate a confirmation page for client/designer

• Christopher Norman Wallcovering

signatures, and you will mail the confirmation page and payment only to Seattle Design Center, avoiding the hassle of placing images on a disk and mailing a bulky package. The online entry is

Pindler & Pindler , Plaza Suite 180

designed to save time, paper and money (only $35 per entry online). Traditional mailed entries will

• Signature Exclusive Hearst Castle Trim Collection

be accepted for $70 per entry. Multiple entries are accepted and encouraged, but you may not enter the same project in multiple categories. Online and traditional entries are due with payment by 5:00 p.m., August 6.


Making CONNECTIONS F R O M S D C P R E S I D E N T K E L LY M I C H A E L S We were pleased to see many of you in March for NORDEX 2007, Furnishing the Future. With

New Business Opportunity– Capture key clients with a featured designer page on

an emphasis on sustainable design, there was a great deal of interest in the latest beautiful, green products for the home. Several presentations were exceptionally well attended, which lets us

A recent article in Home Furnishings Business magazine suggested that “in luxury goods, nearly

know what kind of programs you value. For any

80 percent of wealthy consumers turn first to

who missed NORDEX, we invite you to visit

the internet or e-mail to learn about companies for a new component to

and the products they sell.” With 19,000 hits per

our online presence, SDC TV, where you will find

month on average, the SDC website is an excellent

streamed video highlights of several NORDEX and future presentations. Host a brown bag with fellow designers for a web cast on market trends or SDC programs.

way to publicize your firm and receive requests for more information about your services. Grow your business through the SDC website—reserve a page now for an annual fee of $350/prorated.

In accordance with our goal of connecting people in the Northwest design community, Seattle Design Center is proud to announce our membership in the National Kitchen & Bath

Featured designer pages include:

Association (NKBA). For more than 40 years, this dynamic organization has represented

• contact information

• education and experiences

• list of specialties

• three rotating project photographs

• headshot

for the 2007 Northwest Design Awards with an online entry process slated to open June



8—see the story on page 6 and the ad on page 12 for more information. Entries are due


the professional standard for the kitchen and bath industry. Welcome, NKBA members! The Seattle chapter is a particularly active one and we are delighted to partner with you. Seattle Design Center and NKBA will partner in October to celebrate National Kitchen and Bath month. In the spirit of continuing the conversation on sustainable living, we plan to go “paperless”

August 6, so now is the perfect time to start planning your photography sessions. We look forward to viewing your inspiring projects. Please join us on the red carpet at the Northwest


details, information,

requirements please


Design Awards Gala September 27.

CO NTI N U I N G E D U C ATI O N AT S DC T h i r d

T h u r s d a y

S e m i n a r s


T r a d e

O n l y

10:30 – 11:30 a.m. / Why Should I Buy Custom?

M ay 17

G.R. Hedges, Plaza Suite 361 With the advent of the Internet, consumers are more informed than ever of the options

9:00 – 10:00 a.m. /

available in home furnishings. Increase your personal expertise during a seminar with

Take It Outside: Expanding Sales with Exterior Spaces

Patricia Larson of G.R. Hedges Custom Upholstery Division on the construction, design

Terris Draheim, Plaza Suite 288

and functionality of custom-made furniture and what to look for when comparing a

Perhaps the newest development in interiors takes place outside.

custom versus manufactured piece of upholstery. We will “deconstruct” a chair so you

With well-designed garden furniture and outdoor textiles as

are prepared to educate clients on the pitfalls of mass market product and the benefits of

luxurious as those used in the home, exterior spaces are no longer

custom furniture.

an afterthought. Join Terry Draheim for a discussion on expanding your margins by expanding your design projects into the great

12:00 – 1:30 p.m. / Lunch and Learn: Taxes for Interior Designers

outdoors. Terry will outline the range of styles and materials available while discussing the

Conference Center, Plaza Suite 370, Bring a Lunch/Seminar is Complimentary

benefits and drawbacks of each in our varied Northwest climate.

Ready to cut through the fog of state excise taxes? Bring a lunch and join tax information specialists from the Washington State Department of Revenue for an informative seminar

10:30 - 11:30 a.m. / A First Look at New Fabrics by Creation Baumann

focusing on the taxability of independent businesspeople in the interior design/décor

Trammell-Gagné, Atrium Suite 105

industry. Find answers to your questions on business registration requirements, business

Trammell-Gagné welcomes Ranae Ahrens, managing director of Creation Baumann,

and occupation tax, when to pay sales and use tax on your business purchases, and when to

to introduce the new Poesia collection, which pays homage to beauty and poetry in

collect sales tax from your clients. Registered attendees will receive a complimentary copy

sensuous fabrics and dreamy organic designs. The Swiss textile company will also offer

of the Washington State Tax Guide for Interior Decorators, Designers and Consultants.

a first look at Extravaganza, a luxury collection created for the high-end client who

This presentation has applied for CEU (continuing education units) credits at press time.

understands innovative and artful use of fabric.

J u ly 19 11:45 a.m. – 12:45 p.m. / Lunch and Learn: Designing Your Financial Future Conference Center, Plaza Suite 370, Bring a Lunch/Seminar is Complimentary

9:00 – 10:00 a.m. / Essential Knowledge for Designing with Pianos

Financial planning is often neglected by small business owners as day-to-day obligations

Terris Draheim, Plaza Suite 288

take precedence over long term planning. Bring a lunch and join financial advisor Lena

With an estimated ten million pianos in American homes and businesses, the piano

Meyer of Waddell & Reed for a seminar on personal finance for small business owners.

inevitably plays a role in interior design. Join Ben Klinger of Seattle’s Sherman Clay piano

Topics include cash flow and current financial position, wealth accumulation, investing and

showroom for an interactive presentation about selling pianos, design trends and options

retirement planning. Registered attendees will receive a financial planning workbook. This

for construction and finishes. Ben will also discuss the Steinway Design Partnership program,

presentation has applied for CEU (continuing education units) credits at press time.

which offers certification opportunities for designers.

1:00 – 2:00 p.m. / Quality Construction, Sustainable Materials: Lacor Furniture

10:30 – 11:30 a.m. / Aiming at Affluence: Marketing Interior Design for Luxury Clients

Leflar, Ltd., Atrium Suite 210

Kravet/Lee Jofa, Atrium Suite 126

Please join Leflar, Ltd. in welcoming Cindy Tiehen of Lacor Furniture Industries. Cindy will

Kravet/Lee Jofa proudly welcomes Steve Nobel, chairman of the Luxury Home Alliance, for

discuss Lacor’s manufacturing process and commitment to sourcing sustainable materials

a seminar on how to make luxury marketing an integral part of your design business. Steve

and using “green” finishing processes. Cindy is CEO and lead designer for Lacor, a premier

will share imaginative marketing techniques designers can use to create better business

manufacturer of finely crafted rattan, cultivated hardwoods, bamboo and wrought iron

from more resourceful clients. This presentation is worth one CEU credit.

furniture. 1:00 – 2:00 p.m. / Lighting Today’s Sustainable Home

J u ne 21

Lighting Universe, Plaza Suite 391 Sustainable housing is one of the hottest trends in residential design for 2007. Join Lighting

9:00 – 10:00 a.m. / Essential Fixtures for Spa-Like Retreats

Universe and Bill Nelson of The Lighting Agency Norwest to learn about the latest energy-

Fixture Universe, Plaza Suite 390

efficient lighting products, the hottest LED lighting technology and other cost-effective

Join Fixture Universe and award winning residential designer Faith Sheridan as they bring

lighting options.

you the latest trends and hottest products for the bathroom. Learn which fixtures will help you create a rejuvenating bathroom retreat for your next project.



B eacon H ill in the great outdoors

Register at

May 23, 1:00 p.m. TH E S H A R E H O U S E PU LL- U P-A - C H A I R AU C TI O N

A special event at Robert Allen | Beacon Hill will introduce Atmosphere, the first

May 14, 6:00 – 9:00 p.m.

ever indoor/outdoor collection from Beacon Hill. The collection makes an elegant SDC’s featured charity for 2007, The Sharehouse, will

statement in cane work and wrought iron inspired designs with a sophisticated

hold its Second Annual Pull-Up-A Chair Event May 14,

palette. Lightfastness, abrasion resistance and superior cleanability make this a

6:00 - 9:00 p.m. at the Mountaineer’s Club, 300 3rd Ave

perfect collection for gracious outdoor as well as indoor use. Refreshments will

West, Seattle, 98119. The evening features an auction

follow the presentation.

of chairs from the charity’s warehouse that have been transformed by local artists and designers. Former Governor Mike Lowry will

Steve N obel— A i m ing at A ffluence:

make a repeat performance as auctioneer. For information about attending or

Attracting the Luxury Consu m er

participating as an artist or to volunteer, contact director Michal Nortness by email

Tuesday July 17, 6:00 p.m. at Sherman Clay or phone 206.767.5280.

1624 Fourth Avenue, Seattle, WA 98101 / 206.622.7580 Wine, appetizers and Jazz The event is free, but reservations are requested—please RSVP to: ben_klinger@ Also see description above of Steve Nobel’s presentation at SDC on July 19.

Me m bership H as Its B enefits Seattle Design Center invites you to become an SDC Design Trade Pass holder so you may take advantage of our membership perks. As an SDC design trade member, you receive a badge that allows you to self scan each time you visit, complimentary use of our business center, and notice of showroom events and SDC news. Your membership also gets you the 2007 Resource Guide at a discounted rate. Visit our web site or call our concierge at 206.762.1200 for a membership application.

Unforgetable. Sweet. Treat. Let Wolfgang Puck Catering at Seattle Designyour Center set the table and for a Celebrate the sweet life when you refer friends, family colleagues to Wolfgang Puck Catering at Seattlewill Design spectacular event your family, friends and colleagues never Center. forget.

Receive a complimentary lunch for four at WP with any confirmed party of 25 people or more.

Seattle Design Center | 5701 6th Avenue South | Seattle, WA 98108 t. 206.763.4001 |

H igh technology, flawless design : Trends in home electronics By Jessie Culbert According to the Consumer Electronics Association, Americans spent $145 billion on consumer electronics in 2006. What does this mean for your business? In new construction as well as remodels, from the family room to the kitchen, home electronics is certainly an integral design consideration. The newest innovations in these categories mean that clients can enjoy all of the features of distributed audio, hi-definition television and cinema-quality film screenings without sacrificing design. We spoke with Speakerlab’s Fred Gallimore and Gretchen Gilbertson of Séura television mirrors for their opinions on what’s driving these purchases and what to know about Courtesy Séura, represented at New Dimensions.

designing with technology in mind.

What drives these purchases? Acknowledging the generalization, Gallimore said that home electronics sales are most frequently driven by men. “Men want the toys but women don’t want to see the toys,” he said. To maintain that balance, Speakerlab offers speakers built into ceilings and walls and painted to match, control panels hidden in closets, custom casework to conceal electronics, and acoustic panels covered with fabric to match other elements in the room. Even keypads are aesthetically appealing and easy to use, including a stainless steel keypad to match kitchen appliances. The Séura television mirror, which conceals a television within a mirror, was initially designed for the bathroom in response to the trend toward creating a sanctuary in the bathroom specifically for women, Gretchen Gilbertson, director of marketing at Séura said. As part of the other amenities of that room, including heated floors, soaking tubs and audio/visual amenities, the television mirror is an asset for clients looking to retreat from the stresses of daily life. The product’s elegance “allows designers to capitalize on the personal sanctuary trend without compromising décor,” Gilbertson said. Gallimore attributes the popularity of home electronics systems like the home theater to the effects of September 11. “After 9/11 people were concerned about going out and they wanted to stay at home with their families,” he said. Today, there are more reasons for the popularity of home theaters, including lower prices for high technology, disposable incomes in the Northwest, and the “coolness factor.” “People want to impress their friends,” he said.

What’s next? HD radio is relatively unknown these days, Gallimore said, but is sure to catch on. He compared the difference in quality between FM and high-definition to the difference between AM and FM signals. With distributed audio systems, which allow for different music in many rooms at the same time, clients can enjoy clear, high quality music in every room of the house. Distributed audio systems also offer integration with mp3 players such as the iPod, although this option has its drawbacks. Using a CD management system which provides uncompressed music is preferable for critical listening, he said. Gallimore also shared his industry knowledge on the next trend in television screens, a new technology he expects to replace LCD screens. He saw a prototype of the new, one-inch thick screen at the Consumer Electronics Show in January and said it will likely be available in early 2008. Beyond the bathroom application, Séura has developed a “premier product” which has a softer reflection, allowing a bright viewing picture for longer movies or frequent TV viewing in areas where the mirror’s reflection is not of primary importance such as living rooms and great rooms. The company is also introducing lighted television mirror products. “People are looking more and more to have lighted solutions to help them put on their make up,” Gilbertson said. The trend is


especially apparent in hospitality projects, she said. Clients can expect Séura products to conform to their demand for high quality visuals. “Our products are hi-definition, which is key in today’s technology market.” Interior designers can expect to be asked more and more about hi-definition, Gilbertson said. As more television channels move to hi-definition feeds, the Séura television mirror will be able to “deliver the ultimate clear picture,” she said. For highest quality sound, Séura encourages installation of external speakers in the wall or ceiling.

Need-to-knows for trade professionals When it’s time for installation, “Find a qualified electrician that knows low-voltage systems,” as opposed to someone who works exclusively with line-voltage, Gallimore advised. Using a qualified installer avoids the expense of re-wiring incorrectly installed systems. Speakerlab staff are available for product installation. Custom options for integrating technology into overall design are nearly unlimited in home electronics. Gallimore said the process is a collaborative effort between his company and the designer. This is one of his favorite parts of the job, he said. “We try to make the designers look good,” he said. “We’re going to give the client what they want but [the designer] will make it all blend in.” Custom options for the Séura mirror include shaped and beveled mirrors, holes for light sconces, television size (15” – 65”) and multiple televisions in one mirror. Séura has custom-designed frames available; or mirrors can be sent elsewhere for framing, a good option for clients who wish to use an antique frame in a unique way. The mirror is easily framed by others, Gilbertson said. At Seattle Design Center, New Dimensions Frame & Mirror is the exclusive vendor for Séura television mirrors. Delivery time depends on whether the product order is standard or custom, Gilbertson said. Standard mirrors generally deliver in as little as two weeks, and four-six weeks depending on the detail of custom projects.

Sourcing Home Electronics New Dimensions Frame & Mirror, Plaza Suite 371 Speakerlab, Atrium Suite 122

Growing your


Take out your business card. Does it include

Groeninger, vice president of national sales

“Gen Xers are 50 million strong, make up 17 percent of the population and spend $125 billion on consumer goods each year.”

for Randolph & Hein. Groeninger shared

OnPoint Marketing and Promotions, 2006

a website and email address? If not, you’re missing a key client base, according to Mark

how to work with the next generation of interior design clients, Generation X (those born

To reach out to Generation X, consider your

in the 1960s and 1970s, the valley between

presence online. In an article from Marketing

the baby boomers and the boomlet of the

Partners Incorporated, contributing editor



Robyn Fleck advises that “Generation Xers

Forecasting and Social Change, 1999), during

have grown up with computers. They are

his standing-room-only NORDEX seminar

comfortable with the Internet, email and

at Elinor & Verve showroom. Generation X

new technologies. So it stands to reason that

can be demanding, he said, but they are also

one of the best and most consistent ways to

an affluent group and should be considered a

market to them is via the Internet.” Make

key component of your business.

sure your web address is simple and easy


Residential design trade professionals are responding to the needs of Generation X with open floor plans which allow versatil-

to remember, and do not underestimate the importance of email in communicating with your new customer base.

ity in balancing busy schedules with family

While Internet marketing is key, direct mail

life. The Palm Harbor Homes’ Generation

offers another powerful way to connect with

X house at the International Builders’ Show

Gen X. Michael Fleischner, president of

in February featured a generously sized great, cited a recent survey

room, kitchen and dining area for family and

which found that “86 percent of Gen Xers

entertaining, upstairs and downstairs laundry

bring in mail the day it’s delivered. Gen X

rooms, a master bedroom on each level, a loft

consumers rate 75 percent of the mail they

area and home theater with seating and bar

receive as valuable.” Provided it contains a

area for entertaining. The interior materials

carefully targeted message that addresses the

echoed the exterior environment to create a

needs your services fulfill, direct mail is a

cohesive living space.

valuable way to reach Generation X.



Nor thwe st De sign Awar ds Competition

We invite you to enter the Northwest Design




recognizes the work of Pacific Northwest interior




celebrates the significant contribution design makes to life in our region.

Entries due August 6, 2007.

New: Submit your entry at

Competition Categories :: Kitchen : Bathroom : Living Room : Dining Room : Bedroom : Whole House [Less than $200k] : Whole House [More than $200k] : Remodel : The Best of Traditional Design : The Best of Contemporary Design : Hospitality : Retail : Commercial [Healthcare, Civic Spaces, Office] : Yacht/Jet : Outdoor Living Area : Environmentally-Responsible Design : Student

For leasing information about design office space, please contact Jessica Morgan, Director of Leasing, at


P o sta g e





S E AT T L E ,


Permit No. 9556

5701 6th Avenue South, Suite 378 Seattle, WA 98108 A BAY WEST PROPERTY



Recent Arrivals High Technology, Flawless Design: Trends in Home Electronics Growing Your Business: Connect with Gen X THE NORTHWEST RESOURC...


Recent Arrivals High Technology, Flawless Design: Trends in Home Electronics Growing Your Business: Connect with Gen X THE NORTHWEST RESOURC...