SFDesign
ASID CA North
Chapter Magazine
Issue Number 36
Summer 2013
CA NORTH
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Cole’s Interiors, Inc.
Jim Cole
2260 Commerce Avenue
Concord, CA 94520
925-680-5325
Draperies by Susan
Chun Wong
6037 Christie Avenue
Emeryville, CA 94608
510-652-7027
National Blinds
Israel Yachdav
San Francisco Design Center
2 Henry Adams Street
Showplace 484
San Francisco, CA 94103
415-241-0116
Rebarts Interiors
Bart and Becky San Diego
247 California Drive
Burlingame, CA 94010
650-348-1268
© 2013 Hunter Douglas. All rights reserved. All trademarks
used herein are the property of Hunter Douglas. 9/13
Shades of Marin
Bob Widergren
2070 4th Street
San Rafael, CA 94901
415-453-1518
SFDesign
ASID CA North
Chapter Magazine
Issue Number 36
Summer 2013
ON THE COVER:
Michael Merrill's design transformed this
Hayes Valley residence into a comfortable
city retreat. See more photos of this project
and others from ASID designers in the
article “Members Share Recent Projects.”
Table of
Contents
Photograph by Paul Dyer
CA NORTH
CHAPTER NEWS
President’s Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
ASID CA NORTH
CHAPTER OFFICE
2 Henry Adams Street, Suite 301
San Francisco, CA 94103
Tel: (415) 626-2743
Fax: (415) 626-0749
asidcan@earthlink.net
www.asidcalnorth.com
www.designfinder.com
Real World Design Week is On. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Members Share Recent Projects. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Myra Baginski, Allied ASID: A Haven of Relaxation . . . . . . . . . . . . . . . . . . . . . . 8
Sandra Benitez, ASID: Natural Beauty, Modern Luxury. . . . . . . . . . . . . . . . . 10
Rachel Blindauer, Allied ASID: Small Space Solutions . . . . . . . . . . . . . . . . . . . 11
Michael Merrill, ASID: Designing in Layers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Yoko Oda, Allied ASID: Serene Japanese Bathroom . . . . . . . . . . . . . . . . . . . . 13
ASID NATIONAL
608 Massachusetts Ave NE
Washington DC 20002-6006
Tel: (202) 546-3480
Fax: (202) 546-3240
Toll free: (800) 610-ASID (2743)
asid@asid.org • www.asid.org
EDITORIAL STAFF
Gioi Tran, Allied ASID: Bold with a Sense of Humor . . . . . . . . . . . . . . . . . . . . 14
Shopping the World’s Greatest Furniture Show . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
The Delivery from Hell and How to Avoid It . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Member News . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
5 Ways to Provide Valuable and Shareable Content for Social Media . . . . . . 22
Nancy Thomson, Allied ASID
Director of Communications
INDEX OF ADVERTISERS
CHAPTER ADMINISTRATOR
CA Homes Magazine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Jennifer Davidson (415) 626-2743
Ceramic Tile Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Bonhams & Butterfields . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Concrete Interiors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Elle Décor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Gander and White Shipping, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Hunter Douglas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
PUBLISHING STAFF
Advertising Sales
Mike Watt • 972-989-2208
SFDesign magazine is published quarterly for the
ASID CA North Chapter of the American Society
of Interior Designers by DSA Publishing & Design,
Inc. Editorial content and the SFDesign magazine are controlled and owned by the CA North
Chapter of ASID. Reproduction of this publication in whole, in part, in any form is strictly prohibited without the written permission of the CA
North Chapter of ASID.
Intertile Distributors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Marsh Interiors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
National Blinds. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
PKS Interiors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Rebarts Interiors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Reed’s Home Delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Scaenae Decorative Finishing Studio. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Shades of Marin . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
The Bath & Beyond . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
TileShop . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Tulip Hardwood Floors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Wood Finish Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
CA NORTH CHAPTER |
SUMMER 2013
|
3
President’s Message
CA NORTH
2013 BOARD OF DIRECTORS
President
Cathleen Rae, ASID, CID
(415) 823-3114
design@cathleenrae.com
President-Elect
Julie Exley, Allied ASID
(415) 710-6279
julie@trellisinteriors.com
Financial Director
Jim Berrens, ASID Industry Partner
(510) 723-4890
cypressinc@aol.com
Communications Director
Nancy Thomson, Allied ASID
(415) 435-0603
nthomson@mac.com
Professional Development Director
Jan Gunn, Allied ASID
(925) 254-6570
jangunninteriorarchitecture@gmail.com
Membership Director
Gus Vouchilas, Allied ASID
(415) 350-6344
gteachme@juno.com
At-Large Director
Deborah Greene, ASID Industry Partner
(707) 291-2539
deborah.greene@cambriausa.com
Student Representative
Colin Daly, ASID Student Member
(510) 551-5405
colinadaly@gmail.com
Emerging Professionals
Nina Punzi, Allied ASID
(831) 566-1008
ninapunzidesigns@gmail.com
Norma Ryles, Allied ASID
(510) 754-4050
norma_ryles@yahoo.com
Chapter Administrator
Jennifer Davidson
(415) 626-2743
asidcan@earthlink.net
October is fast approaching and the moment is here for my swan song. By the
time that you read this article we will be a few days away from installing the
new Board of Directors for 2014. This is an amazing group of volunteers and
they are destined to achieve great things. I feel this way because I was blessed
to either work with most of these people on our board this year, or I know
them from networking during the last two years while in office.
To those members of the current board that are continuing on for another year, I look forward to seeing
what you create during this next term, and I am thankful for all that you have accomplished in this one.
Three remarkable people are finishing their terms with me at the end of September, and in the separate
column on the side of this page, I have just touched upon some of the many ways that they contributed
to our chapter while they were on the board.
The art of leading volunteers is enormously connected to timing and the shifting of priorities: There are
these moments where the schedules of the people responsible for the event or project suddenly open up
and things get done. Coordinating talent and convincing those that are free at the moment to step in and
help is essential to the process. Our volunteers this year worked together in a gracious way whenever
someone needed help, and I appreciate all of these hours that they donated.
I feel that I put my heart into this commitment, and as this adventure ends, I must admit that I look forward
to experiencing free time in my schedule again. I am thankful for this experience. I have learned countless lessons, gained skills, noticed truths about myself, mastered triple tasking, resolved budgets and plans,
tackled public speaking, improved on my negotiating skills, immersed myself in contracts and insurance
programs, and dove head on into event planning.
As in any job, there is a learning curve, and for a President of ASID it is exceedingly important for this to
happen very quickly. The irony is that just when feel you are at the peak of productivity, have a grasp of
the nuances of the people that you need to work with, and know where to go to for answers, the term ends
and someone replaces you with their own new learning curve.
I take comfort in knowing there will be a seamless transition as Julie Exley becomes the new President.
We worked together with common threads of purpose while I was developing the three-year strategic
plan last year. I know that we are striving to meet our members needs, our goals are in sync, and what was
developed in the three-year strategic plan and implemented during my term will continue to evolve and
reap larger benefits for our members as time goes on. I hope that we continue to focus on educating the
public about the benefits of hiring an ASID designer, and take the next step that we have planned, which
will be to implement the advertising program. Good luck Julie, I am a phone call away whenever you need
it.
In an effort to honor the new board, we have been working with the representatives from the San Francisco
legendary store Gump’s for several months to provide a special place for the Installation of the 2014 Board
of Directors. Gump’s is located at 135 Post Street, and the date is September 16th from 6:00 to 9:00 pm.
Along with the Installation, we have a networking and private shopping night planned where Gump’s is
offering discounts to the ASID members. Cocktails and hors d’oeuvres will be served. Please call or e-mail
the ASID office to reserve a space and let us know how many people you will be coming with. There is
no charge for this event and I definitely encourage you to come. Contact us at: asidcan@earthlink.net or
(415) 626-2743.
Cathleen Rae, ASID, CID
ASID Chapter President 2012/2013
4 |
SUMMER 2013
| CA NORTH CHAPTER
Good Friends
Thank You
Nancy Thomson
Communications Director
Some positions on the board just inherently take more
time than others. Nancy streamlined what was initially
an extremely complicated task. She divided the work-
A GALL ERY OF
E XCE PTIONAL P R OD U C TS
load between traditional communications and social
media and implemented the new social media program. She improved the
website and keeps it relevant while concurrently taking responsibility for
editing SF Design. Nancy is professional, intuitive, responsible, lighthearted,
and a joy to spend time with. I am so thankful for all of her hard work during
her term. We started this journey together two years ago and I will miss
working with her.
Jan Gunn
Professional Development Director
When I think of Jan I am reminded of that quote from
the Godfather, “Just when I thought I was out…they
pull me back in.” In the two years that I have known
her she has graciously stepped in twice to replace people.
We are all so thankful for her generosity and beautiful
spirit. She approaches the position of Professional Development Director
with the ease of a professional who makes it seem effortless, which explains
why we have such a hard time letting her go.
Colin Day
Student Rep to the Board
Colin started the year out by organizing, and leading
the efforts of a selected group of students to design a
table for DIFFA. I was impressed by his natural ability
T H E B AT H + B E Y O N D
B AT H + H A R D WA R E + L I G H T I N G
to motivate the students and bring the project to fruition
in such a beautiful way. The final project that he worked
on was the student graduation party (at the same time that he was finishing
his thesis) and while it was a stressful time for him, the party was a success.
7 7 CO N N E CT ICU T S T REE T,
S A N FRAN CIS CO 4 1 5 5 5 2 5 0 0 1
Many thanks to Colin for his contributions this year, we were lucky to have
him on the board.
b at h an d b e yo n d. co m
CA NORTH CHAPTER |
SUMMER 2013
|
5
Real World Design Week is On
by Gus Vouchilas, Allied ASID, Ed.D.
The student participation and successes from past years are a true testimony to the meaning Real World Design Week holds for them. The value
of being mentored by an industry profession only enhances the student
experience and adds yet another level of learning that can only be experienced in the field.
This year, Real World Design Week will be held from November 3 through
November 9, 2013. Designers and industry professionals are invited to
share their talents with our energetic student members – the commitment
from professionals is a small one but the take-aways and experiences for
our students are immeasurable. Any and all professional members and industry
partners who are in good standing are welcomed and encouraged to participate and at no cost.
Special Northern California RWDW Events
Along with Real World Design Week, the California North Chapter is excited
and pleased to offer additional events which align exceptionally well with the
S
week. A kick-off social evening event is being planned for Monday, November
ome of us may recall our years studying interior design and the chal-
4th at the San Francisco Design Center to bring students and professionals
lenges of learning everything we possibly could to prepare us for the
together to ‘get the week going’ on a high note. All student and professional
‘real world.’ Then toward the end, we might also recall the feel-
members are invited. It will be a great networking opportunity and a chance
ings of apprehension and even fear we felt as we wondered about the extent
for students from different colleges and universities to get to know each other.
to which we felt fully prepared to join the ranks of the professional industry
The week will then culminate with a day-long student symposium which will
having learned so much yet maybe not having remembered enough. These
also be held at the SFDC. Plans for this amazing event are currently underway
are likely typical ‘real world’ feelings that students may go through some-
and will include a terrific lineup of talented speakers to further help students
where in their studies which can make the road just a bit bumpy for them. As
gain valuable knowledge required to more easily assimilate into the profes-
a design educator, my personal and professional goals are to make the learning
sion. The symposium will be held on Friday, November 8th and all members
experience one of personal growth which extends into real world situations
are invited. . . the more the merrier.
for students. The practical aspects of dealing with one-off situations or issues
that arise on design projects can be the most difficult to delineate in the class-
Inspire a Student, Sign Up Now
room as they can be so arbitrary, detailed, cumbersome, and challenging to
To sign up to be a mentor – who will undoubtedly make a world of difference
solve – yet dare I say, they can be fun? One never knows what will come up
to a design student, please visit the registration portal available on the ASID
that throws a wrench into a design project or that can even make a project
national website (www.asid.org) and sign up today. Students will be paired
better in the end – these real world issues are at the heart of REAL WORLD
with professionals through national and you will be notified in advance so
DESIGN WEEK which is an ASID approach to bringing our students to the
that you can plan ahead. Students who wish to join in to learn more must also
profession through real professional contact, real situations, and real on-the-
visit the website to register and at no cost. We hope you plan to attend the
job learning. Real World Design Week, now an annual event, is a great way
local events being planned for you as a way to welcome you as partners in this
to connect students to professional mentors in all areas of design by bringing
great industry of ours.
the student to the professional for a day of observation. Essentially, design
industry professionals are asked to host a student for a day (or as much time
Our great team of Emerging Professionals, Norma and Nina, along with
as he/she can offer) so that the student can take part in learning from a profes-
our board members are hard at work planning what we anticipate to be an
sional about any and all aspects of the job. It is a one-on-one learning
amazing week of events for our student and professional members. If you
opportunity to see what goes on behind-the-scenes of things such as
have any questions, please feel free to call the ASID office – we would love
putting together amazing spaces, following up with contractors, or building
to hear from you!
a fine heirloom furniture piece. It is an opportunity for students to witness
the idiosyncrasies involved in the various design arenas while gaining valu-
Gus Vouchilas teaches Interior Design at San Francisco State
able advice for dealing with them. What better way to grow one’s knowledge
University. He is also the chapter's Membership Director.
than to watch a ‘pro’ at work?
6 |
SUMMER 2013
| CA NORTH CHAPTER
CALLING ALL
ASID MEMBERS!
/ TAKE PRIDE IN THE FUTURE OF
YOUR PROFESSION
/ HOST AN ASID STUDENT
/ REGISTER NOW FOR THE
SOCIETY’S LARGEST NATIONAL
VOLUNTEER PROGRAM
During RWDW, student members nationwide
will shadow ASID designers and Industry
Partner representatives for one day, gaining an
understanding of real-world practice.
REAL WORLD DESIGN WEEK
NOVEMBER 3 – 9, 2013
Mentor Registration Opens: August 2013
Student Registration Opens: September 2013
A new registration portal has been designed within
www.asid.org/rwdw. Check it out today and see how
easy it is to be a part of Real World Design Week!
‘The Art of Shipping’
Serving Bay Area
Designers since 1980.
- Dedicated Client Project Managers
- On-Line Photographic Inventories
- GPS, Air-Ride, Climate Controlled Trucks
- AA-Rated, Climate-Controlled Warehouses
with Private or Consolidated Storage Rooms
- Viewing Rooms available for
pre-installation inspection
- Domestic and International shipments
with full import/export services
- Packing and Crating Services
The Unique Style of Alustra Equals
Contemporary Design.
- Full Service Installation of
Furnishings & Artworks
Marsh Interiors
3850 San Pablo Ave Ste 104
Emeryville CA
Call for an appointment to visit our showroom and take
advantage of our resource library.
Tuesday-Friday: 11am-5pm
Saturday: 10am-3pm
Sunday & Monday: Closed
415.282.7700
sf@ganderandwhite.com
www.ganderandwhite.com
510-547-7540
marshinteriors.hdwfg.com
info@marshinteriors.com
A Company that for over 75 years has been handling
Fine Arts and Antiques with the utmost care and discretion.
27006
M
CA NORTH CHAPTER |
SUMMER 2013
|
7
Members Share Recent Projects
Recently, we asked all of you to show us what you've been working on in the last year. Thank you for all your
submissions! Six ASID designers are responsible for the work on the following pages. The examples range
from luxurious to budget-friendly. The designers are a mix of experienced and emerging professionals. Here's
proof – as if we needed it! – that ASID members are talented, resourceful and creative.
Myra Baginski, Allied ASID: A Haven of Relaxation
With busy schedules and international travel, the clients needed some serious spa
time. So the design concept blended elegant artistic nuance with the amenities of a
world class spa.
Exotic Bobinga wood cabinetry, honed granite with hand-chiseled edge countertops,
granite vessels and premium Italian walnut travertine floor tiles stimulate the senses
while the Japanese soaker tub with an illuminated waterfall allows for immersion in
neck-high steaming water. They dreamed of the ultimate shower. I gave them a
computer-driven system that rejuvenates by cross firing endless blankets of warm
water that nourish the mind, body and soul.
Photography by Pat Weber
and Timothy Shonnard
8 |
SUMMER 2013
| CA NORTH CHAPTER
ELLE DECOR
ELLE DECOR’s
LOOKBOOK APP
ELLE DECOR’s most popular online resource is now available as a free app, with hundreds of
images, searchable by room and by style. Save your favorites in “My Design File” and share
them with clients. An archive of our best images at your fingertips… AMAZING.
iPad ® is a trademark of Apple Inc., registered in the U.S. and other countries.
App Store is a service mark of Apple Inc.
CA NORTH CHAPTER |
SUMMER 2013
|
9
Sandra Benitez, ASID: Natural Beauty, Modern Luxury
Timber Cove Inn is located on the rugged cliffs of the Sonoma Coast. This
stunning location was the inspiration for the complete renovation of the
guestrooms and guest baths.
The layouts are designed to make the views of the ocean, the cove or the
forest the prominent element of the room. All beds face the view and the
bathrooms feature telescoping doors that provide unobstructed views
from the free standing tubs.
The color palette is soft with neutral textures and hits of sunny marigold
to ward off the cold foggy evenings. The gas fireplace provides further
warmth and a cozy environment.
Further allusions to nature are found in the materials – a wood log side
table, modern two-toned casegoods with wire brushed finish, barn doors
and over-scaled bronzed hardware.
Photography by Paul Dryer
Wood Finish Services
for
Furniture, Decorative Wooden Objects & Architectural Interiors
Decorative Surfaces • Specialized Wood Finishes
Serving Northern California
800-397-7488
www.woodfinishservices.com
10 |
SUMMER 2013
| CA NORTH CHAPTER
Rachel Blindauer, Allied ASID: Small Space Solutions
In this Inner Richmond apartment in San Francisco, Rachael Blindauer, who opened her firm 18 months ago, needed to focus on small space solutions.
The Living Room was made into a Dining/Living room with a small apartment-sized sofa and a round Eero Saarinen tulip table.
A large-scale eBoy poster hangs above a sofa covered in pillow prototypes made by friends. A wall-mounted metal tree is used as a jewelry display above a dresser.
Photography by Paco & Betty
• Blinds
• Shades
• Sheers
• Honeycombs
• Shutters
• Draperies
• Valances
• Motorized Awnings
• Motorization
Specialists
Your Complete
Design Showroom
CA NORTH CHAPTER |
SUMMER 2013
|
11
Michael Merrill, ASID: Designing in Layers
The client loved his Hayes Valley neighborhood, but his house was crying out for a make-over. Michael Merrill, whose work has been described as “meticulous,” “refined,” “restful” and “sumptuous,” created carefully edited interiors that seamlessly integrate high-end furnishings from Rose Tarlow Melrose
House, Christian Liaigre, Bernhardt Design and Manuel Canovas with pieces from Crate and Barrel,
Chilewich and Williams Sonoma.
The home is now bathed in a warm, neutral palette. The kitchen is grand, yet intimate, with an
island big enough for informal family gatherings and an elegant dining area appropriate for romantic dinners. The study’s walls are upholstered in lush brown suede by Jack Lenor Larsen and hung
with the client's own
antique maps.
“I ended up with exactly
what I wanted,” says the
client, “a home that
reflected my personality
along with my past, present and future.”
Photography by Paul Dyer
SCAENAE
DECORATIVE
FINISHING STUDIO
12 |
SUMMER 2013
| CA NORTH CHAPTER
Yoko Oda, Allied ASID: Serene Japanese Bathroom
The owner of this bathroom in
Pleasant Hill requested a very
Japanese look and style, which she
had admired during her world travels.
In such a small footprint, there could
be no wasted space or features.
Everything—fixtures, textures, materials, colors, lighting and accents – must
add ambience and functionality to
enhance the serenity of this private
area.
A monochromatic color scheme creates a soothing feeling of space. An
“ofuro” a deep soaking tub and Kiri
Tansu-style vanity, custom made with
vertical Douglas fir, were used. Simple
yet elegant sconces are energy- efficient LED recessed lights with a dimmer switch.
Photography by Yoko Oda
T
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H a r d w o o d
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F l o o r s
UNPARALLELED FLOORING SELECTION
PERSONAL STAIN CUSTOMIZATION | SUPERIOR WORKMANSHIP
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Comprehensive Showroom • Extensive Selection of Green Products
Large Check-out Samples • Personalized Service
Unique Flooring Options • Seamless Restoration and Matching
Custom Samples Made to Your Specifications
510.558.2030
1190 Tenth St • Berkeley, CA 94710
www.tulipfloors.com
CA NORTH CHAPTER |
SUMMER 2013
|
13
Gioi Tran, Allied ASID: Bold with a Sense of Humor
The client wanted to reflect her personal style in her Seacliff home. Her personality is infused into the design by the choice of color pallet – cool grey paint
throughout with accents of orange, blue, and deep aubergine. The materials were carefully chosen to create interesting textural contrasts and combined
with bold shapes to exude drama with distinct elements of fun.
The natural agate stone fireplace crafted by Caesarstone is not only visually striking, it's
also backlit for even more drama. The choice of furnishings was more simple and contemporary – note the streamlined gray couch accented by white ribbon chairs. The Dining
Room is decorated with deep
aubergine floral
wallpaper that
contrasts beautifully with the
white dining
chairs and the
white and gold
lacquered buffet table.
Photography by
Christopher
Stark
Blinds • Shades • Shutters • Draperies • Roman Shades
247 California Dr, Burlingame, CA 94010
650-348-1268
Window Fashions Gallery
INDUSTRY
PARTNER
14 |
SUMMER 2013
990 Industrial Rd., Ste 106, San Carlos, CA
650-508-8518
www.rebartsinteriors.com
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Each month Bonhams’ Period Art & Design auctions present a
wonderful selection of fresh to market property for designers
and collectors including fine art, 18th and 19th century
furniture and decorative arts, modern design and designer
furnishings, Asian art, rugs, silver, books and jewelry.
Upcoming San Francisco Auctions
September 29
November 10
December 8
+1 415 503 3479 - christine.skinner@bonhams.com
International Auctioneers and Appraisers - bonhams.com/perioddesign
©2013 Bonhams & Butterfields Auctioneers Corp. All rights reserved. Bond No. 57BSBGL0808
CA NORTH CHAPTER |
SUMMER 2013
|
15
Shopping the World’s Greatest Furniture Show
by Daniel Killar
It’s Spring. I’m surrounded by the latest designs from more
than 2500 exhibitors, including students from 17 international design schools. If I wanted to see everything, which
is impossible over the allotted six days, I’d have to walk
more than 2.2 million square feet of exhibition space. Plus,
I’m not alone: There are 324,000 other attendees from
160 different countries.
Where am I? The Salone Internazionale del Mobile (otherwise known as the Milan Furniture Fair)!
This past April 9th to 14th I travelled to Milan, Italy for the
third time to attend this mind-boggling event. This time,
however, was different. I wasn’t just a spectator spotting trends,
previewing what we’ll be seeing in stores in the coming
year, and soaking up the extraordinary creativity. Along
with my business partner, Tammy Tran, who has been to the
fair more than a dozen times, I was realizing a long-held dream
of opening a contemporary furniture store in San Francisco’s
Design District. We were actually shopping for a wide range
of furnishings for our showroom floor, defining the store’s
aesthetic with each selection, and securing exclusive Bay Area rights to most
of what we would carry.
If you’ve never been to Milan for this event, be sure to put it on your bucket
list. What follows are some recommendations for getting the most out of
the experience.
Getting There, Staying There
As with any trip, the sooner you can book your flight and lodgings, the better
the selection. Regarding the latter, hotels all over Milan are unusually expensive during the fair, typically costing three to four times their standard
rate. If you can afford those prices, by all means grab a room. If you can’t, I
suggest looking at online services like Airbnb to find an apartment or room
alternative.
Although driving and parking in Milan
is close to impossible, public transportation is very good, so getting to the fairgrounds is pretty easy. Just try to choose
accommodations within a couple blocks
of a train station – anything by Red Line
train gets you directly there. I found a
clean, comfortable and affordable bedroom
with private bath in a stylish apartment
only 30 minutes away by train. Like other
attendees, I had to commute each day,
but I saved a small fortune and got to
experience a bit of Italian life.
Ticket Options
Save money by buying show tickets before
the fair starts (students are eligible for
discounted rates.) You can purchase tickets
that allow one, three or six entries. I
recommend a six-entry ticket but no less
than three.
If you’ll be using public transportation,
consider adding a one week travel card
to any of the show tickets. During the
event week, the train stations typically
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SUMMER 2013
| CA NORTH CHAPTER
have long queues of people waiting to buy train tickets. If you have a travel
card, you’ll avoid the lines and save time. If you’re someone who often misplaces
things, here’s another advantage: You’ll only have to keep track of one combined
ticket rather than multiple ones.
Preparation is Key
The Salone is big. Really, really big. So it’s best to map your visit beforehand
and stick to your plan. Decide which types of furnishings you want to see
(residential vs. commercial) and your style preferences (contemporary vs.
traditional). Then, using the show’s website or their iPhone or Android-based
app, identify matching exhibitors. Note the location of the exhibitors and,
based on their proximity to each other, plan each day’s itinerary. If you’re
using the apps, know that they’re not great (you can’t save your favorites or
enter notes), but you can readily get a floor map and exhibitor information.
Although the show is open on Saturday and Sunday, try to avoid including
them in your planning. The general public has access on the weekend, so
attendance swells, making the fair harder to navigate. What’s more, many of
the exhibitors have smaller staffs on hand because they consider them “looking,”
not “selling,” days.
Besides the Salone Internazionale del Mobile, which is the main event, there
are other things to see. Each year, the fair alternates separate Eurocucina
(kitchen) and Euroluce (lighting) shows. A workspace exhibition called
SaloneUfficio occurs biennially, and SaloneSatellite, a popular showcase of
700 designers, including students, which happens all over Milan, takes place
every year. If any of these are of interest to you (Eurocucina and an international bathroom exhibition are planned for 2014), be sure to consider them
in your overall planning.
Since you’ll be doing a lot of walking, don’t forget to bring comfortable shoes.
Although there’s no dress code, the majority of attendees are Italians and they
tend to dress nicely (not the dressed down look often favored by Americans).
So you might want to pack at least some fashionable clothes. Also, you
might be collecting a lot of printed materials from the exhibitors. Because
these can get quite heavy after a full day at the fairgrounds, bring a bag with
a shoulder strap or, even better, a small piece of wheeled luggage.
If you have a facility for language, learn a few words of Italian to help you get
around, greet people, and complete simple transactions. If you don’t, don’t
worry. Although not everyone speaks English, most exhibitor booths have
someone who can.
Walking the Show
The fair spans multiple permanent buildings, each with terrific food concessions and amenities along the main, double-decker walkways. Within the
buildings, the exhibits are organized by category, including design, modern,
and classic. Get ready to see some extraordinary design as well as amazing
displays created by the exhibitors to showcase their products. These displays
can be spectacularly engaging, creative, and often lavish—designed to highlight not just the furniture but the manufacturer’s brand and unique design
perspective.
If you’re looking for trends in colors, finishes, fabrics or styles, you can use a
wide lens. Among other trends, the 2013 show included a significant
“green” presence. Living walls were everywhere, and there was a noticeable
emphasis on the use of natural and matte finishes.
If you’re shopping for brands, you might want to look for manufacturers with
some presence or experience in the American market. Shipping logistics are
complex, so you’ll want a manufacturer who knows how to get product
from Italy to your showroom. That said, if you find something you really love
by an inexperienced manufacturer, don’t hesitate to pursue them if you think
they can make it work.
A word about importing to California: Regulations here are stricter than other
states or the European Union regarding flame retardant materials and emissions. This means that not all manufacturers are suitable for the California
market. Before you go too far with a manufacturer, ask if they support the
California regulations. (For more information, check Technical Bulletins
issued by California’s Department of Consumer Affairs, Bureau of Electronic
and Appliance Repair, Home Furnishings and Thermal Insulation).
A Happy Ending
After six inspiring and tiring days in Milan, Tammy and I returned to San
Francisco with exclusive brands and orders for enough furniture, rugs, lighting,
wall and closet systems, and accessories to create more than a dozen vignettes.
Several months of eager waiting later (it typically takes 12 to 16 weeks to get
delivery from Italy), the furnishings finally arrived. We quickly unpacked,
assembled and organized them, delighted to see the Milan Furniture Fair
curated and reborn beyond our expectations in our newly renovated, 5000
square foot showroom. After toasts and hugs, we opened NIDO living (“nido”
is Italian for nest) on July 27, 2013.
Daniel Killar is the co-owner of NIDO living, a new contemporary furniture
showroom in San Francisco’s Design District. Nido has recently become an
ASID Industry Partner. Visit nidosf.com for more information.
CA NORTH CHAPTER |
SUMMER 2013
|
17
The Delivery from Hell and How to Avoid It
by John Reed and Tanya Kolman of Reeds Home Delivery,
ASID Industry Partner
A Conversation
Hello, Dan's Delivery, may I help you?
Yes, my name is Mrs. Style, with the Style Design Firm. I
have some items being sent to you, but I can’t tell you what
they are. I want to confirm your address and get a quote
for services.
Sure, I can help you, but I will need to get those items in order to provide you with an estimate.
We have a small ottoman and a clock, and may have other items, but my client
hasn’t confirmed just yet.
No problem, the rate will fall under our minimum of $110.
Thank you, please notify me as the items come in.
Later...
Hello Mrs. Style, we have received a sleeper sofa, chair, and a dining
set.
Super, we are ready to get this delivered.
I will need the delivery address, and a phone number to set up the
appointment, in addition to any delivery obstacles we may have.
Oh, no obstacles, it’s straight in. I don’t want you to reach out to my client
directly. You can set up the appointment with me right now.
No problem, what are your available dates?
I would like it tomorrow afternoon.
Sure, we can take care of that between 12 and 2.
Oh, can you please pick up the clock at the Clock Shop, and the ottoman over
at Fancy Furniture, and while you’re at the
clients, I think they need some furniture
moved so you can bring in the new furniture.
Delivery Day
Dan's Delivery, can I help you?
Yes! I had a 1 to 3 delivery window and no
one has shown up yet. Where are your drivers!
This is ridiculous!
I’m terribly sorry, let me find out and call you back.
4:47 p.m.
Hello Delivery Team, what's happening with the Style Design Firm
delivery ?
When we got to Fancy Furniture, they had an ottoman, and a queen head and
footboard. We got to the customer's house, which is located on the beach with
no driveway, so we had to hand truck everything in. Once we got in, we cleared
out two bedrooms, then started our installation. I told the customer we would
have to come back, but she was very upset and said she would cancel the whole
order if we didn’t complete this right now!
The Bill Arrives
Hello, this is Style Design Firm. We just received the invoice and it’s not for
the $110 you quoted me!
The End!
Nobody wants this delivery scenario to happen to them. But not all delivery
companies are created equal. So, let’s back up a minute. Does your Receiver
and Delivery team understand complex deliveries? Do they have enough space
to inspect your items? Does your receiver understand how to catalog while
trapping items for larger deliveries? Do they provide custom trackers for each
designer? Side marks are important. White glove is more than just unwrapping your items, placing them in the specified location of the residence and
removing the packaging material. It’s about the ability to navigate through
narrow halls, small thresholds, tapered staircases and, yes, even through
windows.
Communication is key. Be upfront with as much information as possible.
Provide the complete address for routing, tell us if you or your customers will
be handling the bill. Being forthcoming with delivery obstacles is more than
just about money. To be greeted by a delivery team that is not equipped to
install the client's pieces simply due to lack of communication will damage
the entire experience. The good news – this is avoidable.
At Reeds Home Delivery, we realize that there are many people involved in
a single furniture transaction—ordering, building, shipping, trucking across
country, receiving, inspecting, notifying and ultimately the final delivery. It
is important that everyone is passionate about their part. As your receiver,
Reeds Home Delivery is the last chance you have to make sure your order is
inspected, deluxed and ready for delivery. Once we receive your order, we
inspect it and notify you that it has arrived. We ask about any delivery
obstacles and brief the delivery team. We want the delivery to go as smoothly
as possible because that will be the last event the customer will remember.
This is instrumental in repeat business and referrals for all parties involved
We all want to do our jobs successfully. We understand you have multiple jobs
at one time, as do we. For any of us to be successful requires information
and positive communication. Together we can create the ultimate designer
experience.
18 |
SUMMER 2013
| CA NORTH CHAPTER
2/6/13
Member News
7:59 PM
CONCRETE INTERIORS
Dear ASID Members,
C U S T O M C O N C R E T E F A B R I C AT I O N
RKI Interior Design has had an engaging first half of 2013. In addition to our
dedication to our clients, we have also been involved in two large charity
events.
In April, we created an interactive lounge for the Exploratorium Opening
Night Gala. Modern, sleek design was combined with a physics simulation
that was enjoyed by the benefactors. We encourage everyone to bring their
families to the Exploratorium's new location on Pier 15 on the Embarcadero.
www.exploratorium.edu
Shortly following the Exploratorium event was our debut at the Woodside
Decorator Show House, benefiting Peninsula Volunteers. Our space, the
Upstairs Gallery, demonstrates creative ways to display personal art and photo
collections using textiles, treasured artifacts from travels, photography, paintings and many other mediums and subjects. You can visit the gallery and find
more information on the event at: www.penvol.org/events/2013-designershow-house.cfm
Recognized Leader in
Concrete Countertops,
Recycled Glass Countertops,
Vanity Sinks, Mantels &
Outdoor Kitchens.
If you do not already know, our office has moved to 1351 Laurel Street in
San Carlos. Please stop by if you are in the area; we always enjoy seeing familiar
faces.
Lastly, please enjoy these images of recently completed furnishing project on
a remolded Charles Moore home in Mill Valley.
Warmest Regards,
Risë Krag, Allied ASID, LEED AP
RKI Interior Design
30
VIEW OUR
TM
Over 30 years
Residential &
Commercial
experience!
CITeam@ConcreteInteriors.com
925.228.5744
www.ConcreteInteriors.com
Q
Full showroom by appointment.
CA NORTH CHAPTER |
SUMMER 2013
|
19
5 Ways to Provide Valuable and
Shareable Content for Social Media
by Jennifer Davidson, ASID California North Social Media Chair
Welcome to the third and final installment in a series on social media for interior designers and other small businesses. If you missed the first two, you can
access them online at: http://asidcalnorth.com/about-asid/quarterly-magazine-sf-design.
In this article, I am going to assume that you’ve been following along, that
you’ve selected and set up your three main social media channels on Facebook,
LinkedIn and Twitter, and now you are ready to be social! And that’s where
it can get challenging for a lot of people. What do you say and how do you say
it? Having faced the blank page myself many times, I have some tried and true
advice about creating and locating great content.
First thing you need to know is that, overall, the quality of your content matters
more than the frequency, but that sharing at a predictable time allows you
to be found more easily. You always knew to tune in for your favorite radio or
TV show at 3pm on a Sunday, right? Same thing with your social media channels: Broadcast in a pattern that feels comfortable to you and that will also
help you to connect with your audience. You should set up a schedule and
stick to it, whether that is weekly, daily or several times a day. This is where
your tools such as Buffer, SproutSocial or HootSuite are so important – they
allow you to fill your coffers with great content and then let the apps do the
work for you at the dates and times you specify.
Once you’ve established your initial schedule (because you can tweak it to
find out when your audience is most responsive), what are you going to say?
There are several ways you can obtain great content that people will share
again and again.
Write or create it yourself. Were you a Journalism
minor in college? Love graphic design and do it in
your spare time? Then you’re already ahead of the
game. Anytime you think of a great topic, add it to
your list, so that the next time you’re faced with that
blank screen, you have a ready supply of ideas to work
with. Always write or create from your own perspective and it will feel genuine to your audience. And
keep it short and sweet. Studies have shown that people tend to skim online
rather than read in depth, and if it’s longer than a few paragraphs, they’ll probably skip it entirely. Infographics that are clear and concise get shared more
than ones that scroll on for pages.
Share things that interest you from experts
and other people. If you have no idea what to
say, then let someone else say it for you! Connect
with, follow or friend someone whose work
you admire, and then re-share their posts.
But always give attribution! This can help
you get more exposure because the person or
company whose work you shared will be alerted
when you name them via social media. They
may then re-share YOUR share, or thank you, or follow you back, or interact
with you in some other way. And here’s one of my best tips: Always say WHY
you are sharing the content: a personal connection, a hobby, you either agree
or disagree with what’s being said… whatever your reason for sharing, share
that! People connect much more easily with your content if they know the
reason why they should read it or look at it.
Leverage internet and social media tools to deliver content to you. I set up a
Google Alert, to scan the internet every day and email me when the name
‘Jennifer Davidson’ appears in an article or link. I use this to keep tabs on
my internet reputation, but a side effect has been that I get interesting articles about people who are not me, but share my name. You can do that with
any search term, be it sustainability, sofa design or a specific designer you
admire, and the content gets delivered right to your inbox. (On a related
side note: Be sure that any graphics or photos you share are credited to the
creator, otherwise you might be looking at a lawsuit. There are companies
who crawl the internet looking for violations and make money that way, so
even if it’s on your personal profile or blog, don’t risk it – use free graphics
from companies like istockphoto.com, or draw or photograph it yourself.)
Back to the subject, you can also use LinkedIn
Today, LindedIn's daily or weekly email
roundup, and receive articles from thought
leaders, companies you would like to work
for or with, and other LinkedIn users. Just
follow some topics and soon you’ll be rolling
in content – for free! Just be sure you’re set
up to receive email. Google+ emails a weekly
digest of top posts, and Twitter sends a short sampling of top Tweets from
people you follow, so they’ve all got some way to deliver content, you just have
to enable it. Another way LinkedIn decides what topics to send you is based
on what groups you’ve joined and interacted
with, so find some discussion groups and
comment, ‘like’ and post your way to more
accurate content delivery. You may also find
that fellow group members have great content
for you to share.
Most social media sites have suggestions for you built-in to their functionality: Twitter suggests people you might be interested in following based on
those you already follow and who you’ve interacted with. Facebook suggests
people you may know through friends you already have, and their friends.
LinkedIn will suggest people you may know, either
because they are already in your email contacts, or
through people you previously connected with.
Use these built-in tools to your advantage!
Here’s another top tip especially for designers: ASID National Society provides
a weekly collection of interior design-related articles from around the web,
delivered to your email, called “ASID Eye on Design”, as well as legislation
updates, messages from the ASID President, product selections from Industry
Partners, the list goes on. If you haven’t opted-in to receive communications
from ASID, you’re missing out on a wealth of industry knowledge and information. Log in to asid.org and go to “My ASID”, update your contact details,
click on “Maintain your communication preferences” and select which interests you’d like to learn more about.
cont. on page 22
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SUMMER 2013
| CA NORTH CHAPTER
cont. from page 20
Hire a ghostwriter/designer. There are plenty
of people, myself included, who will ghostwrite
your blog, help you photograph your work effectively, craft your Tweets, and update Facebook
on your behalf. It’s important to find someone who
is able to emulate your style of writing, drawing or
creating, so that it always appears that the content
has come from you personally. Otherwise, you’ll
get caught looking like you’re not giving correct
attribution for someone else’s work, and that is a big no-no in the world of
social media.
Which brings me to my final suggestion: Be gracious. When someone Retweets
your Tweet, thank them! When your photo gets shared with a credit, be sure
to acknowledge the person who posted it. Your reputation is the most important thing you have, so make sure you are treating others with the respect
you’d like to receive as well. You’ll be viewed as very… social! And isn’t that
what it’s all about?
Thanks for reading along; I know that if you follow my tips, you’ll be a
social media expert in your own right very soon.
Jennifer Davidson holds a B.A. in Communications, an M.F.A.
in Interior Architecture and Design and is also a LEED AP.
Follow her on Twitter @jdavidsondesign for more great social
media advice, sustainable design info and interior design finds.
Email her on j.davidsondesign@gmail.com
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| CA NORTH CHAPTER
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