In a category often defined by tradition, Green Forest Cabinetry is applying data science, manufacturing discipline, and cross-industry thinking to challenge long-held assumptions about cabinetry. Their approach reveals how operational precision—not marketing—creates real value for designers, builders, and homeowners.
Green Forest Cabinetry’s leadership team including, CEO, John Morgan, COO, Nathan Boone and CIO, Michael Boone share how treating cabinetry as an information-driven business, not just a manufacturing process, has enabled dramatic gains in quality, efficiency, and affordability. From machine learning and performance-based compensation to packaging innovation and cultural transformation, their story illustrates how operational clarity creates competitive advantage.
Cabinetry has long been viewed as a static category—functional, necessary, but rarely innovative. Yet beneath the surface, a new generation of manufacturers is redefining what cabinetry can be by focusing not on materials alone, but on systems, data, and human performance.
In this conversation, Green Forest Cabinetry’s leadership explains how they built a manufacturing culture centered on measurable output, accountability, and continuous improvement. Their approach borrows heavily from industries like automotive manufacturing, Formula One racing, and technology, where precision, repeatability, and efficiency are essential.
By applying machine learning to packaging optimization, implementing transparent performance metrics across their workforce, and prioritizing supply chain flexibility, the company has achieved a damage and defect rate of just 0.69%—far below the industry average of 2.5–3.5%. These gains not only reduce operational costs but dramatically improve reliability for designers, builders, and homeowners.
Ultimately, this conversation reveals a powerful truth: cabinetry is no longer just a product. It is a system. And the manufacturers who treat it as such are redefining the future of the industry.
Cabinetry as an Information Business, Not Just a Manufacturing Business
Green Forest views cabinetry as a data and logistics challenge as much as a fabrication process.
Accurate information flow is more valuable than machinery alone.
Data governs production timing, quality control, fulfillment, and service.
Reliability—not just product quality—defines customer satisfaction.
Why It Matters:
Designers and builders don’t just need beautiful cabinetry—they need dependable delivery and complete orders.
Innovation Under Pressure: Prefab, Modular, and the Future of Resilient Design Under Pressure. Architecture is evolving faster than ever, driven by natural disasters, technology, and client expectations—but how do designers balance innovation with risk, regulation, and lifestyle priorities? Josh Cooperman hosts an unfiltered conversation with Drew Davis, Brian Pinkett, Aaron Neubert, and Joseph Dangaran about prefabrication, modular construction, client programming, and the challenges of rebuilding communities in fire- and flood-prone regions. From the Palisades to Paris, they explore how architecture must adapt—or risk falling behind.
1. Introduction and Context
Host introduction: Josh Cooperman, Convo By Design.
Acknowledgements: Kim Gordon Designs (venue), Pacific Sales Kitchen & Home (sponsor and industry supporter).
Why the discussion matters: natural disasters as a case study in architecture’s evolving role.
Personal anecdote: Josh’s wildfire experience in 1983 highlighting the urgency of resilient design.
When interiors meet intention: a dynamic panel on how color theory, holistic living, sustainable materials, and design thinking come together to redefine residential spaces for 2025 and beyond.
Sherwin Williams set out to cover Earth with beautiful colors over 150 years ago. 1866, Henry Sherwin and Edward Williams founded the company in Cleveland, Ohio, on a mission really. And the result is a company dedicated to delivery of thebest in paints, coatings and related products to discerning clients all over the world. That dedication was evident from the start with the hiring of Percy Neyman, the very first chemist employed by an American paint manufacturer. Sherwin Williams continues to set the bar high and provide the design community with the essential tools to create superior projects. Sherwin Williams is commitment to supporting the design community, which is why they sponsor programs, like this one. They are also dedicated to a betterment philosophical approach which is why they selected ‘wellness” as the topic for this talk.Thank you Sherwin Williams for your tireless support.
In this timely conversation, experts from across interior design and sustainable living explore what it means to design for wellness in 2025. Moderated by Sue Wadden and Ashlynn Bourque of Sherwin-Williams, the panel features voices from:
Jeanne Chung (Cozy, Stylish, Chic) — known for crafting spaces that blend comfort, style, and emotional balance.
Julee Ireland (Julee Ireland Design Studio) — bringing a refined, intentional aesthetic rooted in longevity and livable elegance.
Greg Roth (CarbonShack) — spotlighting eco-conscious material sourcing, sustainable practices, and climate-aligned living environments.
Together they examine how interior design can be a catalyst for holistic living — from color palettes that promote calm and emotional balance, to spatial planning that supports aging in place, to circadian lighting and neurodiversity-friendly layouts. The discussion underscores a rising trend: residential interiors inspired by hospitality, wellness, and sustainability principles.
Listeners will come away with fresh ideas on turning their homes into future-proof sanctuaries — design-forward, earth-conscious, and emotionally attuned.
Health span-focused design: Designing spaces that help residents live longer, healthier lives at home.
Aging in place: Home layouts that accommodate long-term functionality and wellness.
Home gyms, saunas, cold plunges: Integrating spa-level wellness amenities in private residences.
Dual kitchens: Inspired by Italian family homes for multigenerational living.
Collaboration with architects: Designers as integral contributors to maximize natural light and spatial flow.
VR visualization: Helping clients experience proportion, scale, and sightlines before construction.
Problem-solving as designers: Addressing unforeseen construction issues creatively while maintaining aesthetics.
Circadian lighting: Lighting systems (e.g., Lutron Ketra) that mimic natural light patterns to support sleep and productivity.
This week on the show, you’re going to ride along with me from the incredibly comfortable and stylish VW ID.Buzz, which served as the mobile podcast studio at CEDIA Expo / CIX this September in Denver, Colorado. Were going back for more conversations from the show.
CEDIA (Custom Electronic Design & Installation Association) is the global trade association for home technology professionals, specializing in smart home, automation, audio-visual, networking, and integrated systems. Its mission is to advance the home technology industry through education, certification, advocacy, and networking. Members include integrators, designers, manufacturers, and consultants who shape the connected environments we live and work in.
CEDIA Expo is the industry’s largest annual event for residential technology professionals. With hundreds of exhibitors, educational sessions, live demos, and global networking opportunities, it’s where new ideas and innovations in smart home and AV integration take center stage.
The Commercial Integrator Expo (CIX), co-located with CEDIA Expo, focuses on commercial integration technologies—from conferencing and IT infrastructure to building automation and emerging AV solutions—bringing together commercial integrators, IT pros, designers, and tech managers.
Jason McGraw | Group VP and Show Director, CEDIA Expo / CIX
Scope of the Show: McGraw details the scale of CEDIA Expo 2025, featuring over 350 exhibitors and immersive demo rooms that showcase integrated audio, video, and control systems.
Integration Meets Design: Discussion centers on the critical partnership between integrators and the design-build community (interior designers, architects, builders). McGraw emphasizes that technology—ranging from AI and energy management to lighting—must be a foundational element of the design process, not an afterthought.
The Business Case: Designers are encouraged to view integrators as essential trade partners, similar to electricians or plumbers, to better service clients and protect home networks.
Dale Sandberg | Product Manager for Electronics, Sonance
Aesthetic Performance: Sandberg discusses Sonance’s philosophy that sound should support the design of a space rather than dominate it. The focus is on blending high-fidelity performance with discreet aesthetics.
New Innovations: Highlights include the compact UA Series amplifiers designed to fit behind displays or in tight spaces, and the integration of professional-grade Blaze Audio amplifiers into the Sonance family.
Outdoor Living: The conversation covers the growing trend of outdoor entertainment, where amplifiers and speakers are used to create immersive environments in backyards and outdoor kitchens.
Jim Garrett | Senior Director of Product Strategy, Harman Luxury Audio Group
Hidden Technology: Garrett addresses the challenge of eliminating “wall acne” through invisible speakers and design-integrated solutions that do not compromise acoustic performance.
Pandemic Influence: The discussion explores how the pandemic shifted focus toward outdoor living and unconventional entertainment spaces, including garages and multi-generational gaming setups.
Brand Portfolio: Insights into the product strategies for Harman’s luxury brands—JBL, Revel, Mark Levinson, and JBL Synthesis—and the importance of gathering direct feedback from integrators to drive R&D.
Demo rooms showcasing integrated audio, video, and control systems
The Wave Effect of Trade Shows
Innovation as unseen currents shaping the industry
Ideas incubated at CEDIA spreading across markets and returning as trends
Integration Meets Design
Town hall insights with CEDIA’s Daryl Friedman & NKBA’s Bill Darcy
Bridging integrators with interior designers, kitchen & bath professionals, and architects
Untapped opportunities in collaborative smart home projects
Technology as a Design Driver
AI, energy management, lighting trends, and seamless AV systems
Why technology must be discussed at the start of design projects
Case studies: motorized shades, outdoor AV, invisible speakers, custom veneers
Outdoor Living & Luxury Spaces
Kitchens and backyards as multi-hundred-thousand-dollar investments
Expanding living spaces through technology
Luxury demo rooms and high-performance home theaters
Why Designers Should Be Here
Missing out on competitive advantages without CEDIA exposure
Seeing products in person vs. static web images
Real examples of design-centric AV solutions and invisible tech
The Business Case
Designers need integrators just as they need electricians, plumbers, and fabricators
Protecting networks and ensuring cybersecurity in the home
Service and maintenance as part of the client experience
Looking Forward
Progress and serendipity at trade shows
Extending collaboration with KBIS and IBS (Orlando, 2026)
Building lasting bridges between integrators and designers
Links & Resources
CEDIA Expo
Commercial Integrator Expo
NKBA – National Kitchen & Bath Association
KBIS – Kitchen & Bath Industry Show
Dale Sandberg on Sonance, New Electronics, and Designing for Sonic + Aesthetic Experience
Dale Sandberg, new Product Manager for Electronics at Sonance, shares how the company is blending high-fidelity performance with discreet design solutions, introducing amplifiers and loudspeakers that elevate both sonic and aesthetic experiences in residential and commercial spaces.
At his first CEDIA Expo, Dale highlights Sonance’s latest innovations, from compact UA Series amplifiers designed to disappear behind displays to Blaze Audio’s professional-grade amplifiers now integrated into the Sonance family. With a philosophy that sound should enhance the design of a space rather than dominate it, Sonance is shaping how integrators and designers deliver immersive, comfortable experiences both indoors and out.
Guest: Dale Sandberg, Product Manager for Electronics, Sonance.
Background: from pro audio to Sonance, less than one year with the company.
Context: first CEDIA Expo experience, excitement about Sonance’s direction.
New Product Highlights
Loudspeakers
High Output Series (professional side).
Wedge speaker for outdoor/architectural blending.
Re-engineered Power Pipe subwoofers for stronger low-end performance.
Mountable behind TVs, under tables, or in tight spaces.
Features T-slots for stacking/mounting other gear.
Energy-efficient design with minimal heat output.
Blaze Audio Amplifiers
Sonance acquisition of Blaze Audio brand (Pascal, Denmark).
Range from 60W per channel up to 400W bridged.
Full DSP capability, rack-mountable, UL-rated.
Outdoor applications via weather-rated cases.
Design & Integration Perspective
Compact electronics give designers freedom to hide gear while maintaining performance.
Balancing performance and aesthetics: sound follows the design, not the other way around.
Example: background music at parties that fills space without overwhelming conversation.
Outdoor living trend: amplifiers and speakers enabling outdoor kitchens, theaters, and entertainment spaces.
Company Ethos & Philosophy
Mission: deliver complete audio solutions—amplification, processing, and speakers.
Philosophy: the sonic experience should support the aesthetic experience of a home or space.
Growth vision: expand residential dominance while building commercial presence.
Takeaway: not just about volume—it’s about creating the right experience.
Jim Garrett | Harman Luxury Audio
Jim Garrett on Harman’s Audio Innovations, Hidden Tech, and Pandemic-Inspired Entertainment
Jim Garrett, Senior Director of Product Strategy and Planning at Harman Luxury Audio Group, shares how the company balances high-performance audio with design aesthetics, explores emerging opportunities in outdoor and unconventional home entertainment, and highlights why integrator feedback is vital to shaping future products.
From invisible speakers to immersive home cinema solutions, Jim Garrett takes listeners behind the scenes of Harman’s engineering and R&D process, discussing product development for brands like JBL, Revel, Synthesis, and Mark Levinson. He explains how the pandemic inspired new entertainment spaces, how technology can be seamlessly integrated into interiors, and why CEDIA Expo remains an essential hub for innovation, collaboration, and awareness in the custom electronics industry.
Guest: Jim Garrett, Senior Director of Product Strategy & Planning, Harman Luxury Audio Group.
Role: Oversees product roadmap, development direction, and exhibition strategy.
Context: Recorded in Volkswagen ID.Buzz at CEDIA Expo 2025.
CEDIA Expo 2025 Overview
Largest booth shared with parent company Samsung.
Opportunity to engage integrators directly and gather actionable feedback.
Importance of listening to installation professionals to improve products.
Product Strategy and Brand Focus
Harman Luxury Audio Group brands: JBL, JBL Synthesis, Revel, Mark Levinson.
Focus at Expo: JBL Synthesis for home cinema and immersive audio.
Solutions include invisible speakers, wall/ceiling installations, and custom home audio products.
Balancing Performance and Aesthetics
Challenge: high-performance products that are visually unobtrusive.
Goal: eliminate “wall acne” with invisible or design-integrated speakers.
Inspiration drawn from evolution in lighting design to minimize visual clutter.
Engineering and R&D
Harman’s science-based approach: performance must meet visual and acoustic demands.
Innovation includes weatherproof outdoor speakers and displays for bright sunlight.
Teams challenged to create high-fidelity systems that integrate seamlessly into homes.
Expanding Entertainment Spaces
Pandemic influence: growth of outdoor living and unconventional entertainment areas.
Multi-generational engagement: home theaters, garages, patios, bathrooms, and gaming setups.
Flexibility of audio/video systems allows new experiences across the home.
Integration and Awareness
Educating interior designers, architects, and end users about hidden tech.
The Phoenix Effect: Designers and Architects Lead the Innovative Rebuild of Fire-Impacted LA. An impassioned panel featuring William Hefner, Jamie Rummerfield, and Gwen Sukeena discusses architectural preservation, fire-resilient design, and community-driven efforts to shape a more thoughtful, resilient Los Angeles in the wake of the devastating wildfires.
The panel, moderated by Kelly Phillips Badal (Los Angeles Editor for Luxe Interiors and Design), focused on the challenges and innovative opportunities arising from the need to rebuild communities—specifically Altadena and the Palisades—after the recent devastating wildfires. The core themes were architectural preservation, fire-resilient building, and community collaboration.
The Power of Preservation and Moving Homes (Gwen Sukeena):
Interior designer Gwen Sukeena shared her deeply personal and compelling story of losing her own Altadena home to the fire and, determined to avoid building a “soulless” new structure, decided to save and move a 1910 Craftsman bungalow marked for demolition.
The process was grueling, taking less than three months and costing approximately $400,000 (including move, deconstruction, and foundation work), saving about one-third of the cost of a new build.
A significant finding revealed the house was originally built by the Milwaukee Building Company (later Meyer and Holler), known for iconic LA structures like Grauman’s Chinese Theater and the Egyptian Theater.
Regulatory Advantage: Moving a pre-existing home allows it to be considered a remodel, exempting it from current Title 24 energy codes, which saves costs but requires creative fireproofing solutions (e.g., underneath shingles).
Architectural Legacy and Community-Driven Guides (Jamie Rummerfield):
Designer Jamie Rummerfield, co-founder of Save Iconic Architecture (SIA), detailed the initial community response and the need to combat “soulless box” tract homes during the speedy rebuild phase.
In collaboration with the Design Leadership Network (DLN), SIA created a pattern language book called the Golden California Pattern Book.
This field guide documents and celebrates the distinct eras that shaped Southern California living (Spanish Revival, Colonial Revival, California Modern, Cali Card), serving as a free resource for the public to understand and reference authentic regional design.
The initiative launched recently at a town hall and is available online as The New California Classics.
Fire Resilience and Replicating Character (William Hefner):
Architect William Hefner (Studio William Hefner), a fifth-generation Californian, emphasized the goal of building fire-resilient structures that still maintain the character clients lost.
His firm contributed plans to Case Study 2.0, focusing on variety, constructability, and designing for fire resistance using modern materials.
Solutions involve deep dives into materiality, such as using fiberglass-reinforced concrete that mimics subtle wood texture without serving as kindling, and designing eaves that do not trap embers.
He detailed a client who, after losing their 20-year-old California Italian Mediterranean Revival house, insisted on rebuilding it exactly as it was, underscoring how architecture is key to identity and emotional recovery.
Concerns and Future Outlook:
Panelists expressed concern about the upcoming explosion of building activity leading to opportunism (“land grabs,” unchecked development) and a lack of mindfulness regarding neighborhood character and streetscapes.
The creative community’s response has been impressive, with architects and designers creating resources like the Foothill Catalog (in Altadena) and the New California Classics to provide high-quality, approachable options for rebuilding.
Rebuilding After the Fire: How Designers, Architects & Community Leaders Are Reimagining Livability in Southern California A panel of architects, designers, sustainability experts, and community advocates explore what the 2025 Palisades and Altadena fires taught us about resilience, materiality, community loss, rebuilding timelines, economic displacement, and the future of Southern California living. Moderated by Adam Hunter.
The 2025 Palisades and Altadena fires delivered a historic and deeply personal shock to Southern California communities, reshaping not only homes but expectations for safety, materiality, and resilience. In this WestEdge Wednesday conversation moderated by Adam Hunter, the panel digs into both the physical and emotional layers of rebuilding.
Architect Richard Manion contextualizes the fires as a “perfect storm”—a wind-driven event functioning like a flamethrower—requiring a more holistic approach to resilient construction. Sarah Malek Barney highlights the risks of long-standing industry shortcuts in material selection and emphasizes the renewed value of fire-resistant, performance-proven products. Marcella Oliver outlines actionable guidance from USGBC California and the Net Zero Accelerator, underscoring vetted building strategies and digital-twin modeling as essential tools for community education.
Stacy Munich brings forward the human consequences: underinsurance, temporary housing, and the emotional weight of rebuilding while navigating uncertainty. She explores prefab/precision-built housing as a potential solution for families priced out of traditional custom rebuilding. Todd Paolillo expands on the challenge of unifying a large number of well-intentioned contributors across agencies, nonprofits, and design sectors—and why true leadership must emerge to align them.
Education gaps for homeowners suddenly forced into complex architectural decisions
Economic realities shaping who can return and who is pushed out
Long rebuilding timelines and the risk of “enthusiasm fatigue,” as Adam Hunter notes
Avoiding both prefab monotony and hyper-luxury displacement in the Alphabet Streets
The panel collectively reinforces a core message: rebuilding isn’t simply architecture—it’s long-term community-making. And it requires every discipline to show up.
PARTICIPANTS & WEB LINKS
(Links provided to official homepages or primary professional sites)
This month’s Convo By Design Icon Registry inductee is architect, Peter Pennoyer, FAIA who shares his lifelong passion for architecture, tracing its roots to his upbringing in New York City and the rich urban fabric that shaped his design philosophy. From classical influences to modern interventions, in this conversation recorded in 2021, Pennoyer discusses how context, history, and creativity inform his work across New York, Miami, and beyond. This episode offers a rare glimpse into Pennoyer’s process, highlighting how tradition and innovation coexist in his projects.
In this episode, Pennoyer explores the balance between respecting historic streetscapes and embracing contemporary design, sharing insights on notable projects including French modern townhouses in Manhattan, Adirondack retreats, and reimagined New England homes. Listeners will hear about his approach to materials, light, and functionality, as well as the lessons learned from urban and natural environments. From small creative spaces to sweeping estates, Pennoyer reveals how architecture can feel both inevitable and personal.
Show Topics / Outline:
Early Influences
Growing up in NYC, next to an architect’s modernized Victorian townhouse.
Father’s role on the Art Commission (Design Review Commission) and early exposure to civic architecture.
Walking through the Metropolitan Museum during new wing constructions and its impact.
Philosophy of Context and Streetscape
Importance of buildings as parts of streets rather than standalone monuments.
Learning from historic architecture and urban fabric.
Balancing preservation with creative reinterpretation.
Firm Origins and Approach
Founding Peter Pennoyer Architects in 1990, NYC and Miami.
Learning along the way; responding to each commission individually.
Miami as a freer design environment vs. New York’s strict urban constraints.
Design Inspirations and Innovation
Interest in unusual historic ideas, color, and modern adaptation (e.g., Adirondack home with vibrant red windows).
Classical architecture as a living, evolving language.
Integrating modern functionality with traditional forms.
Key Projects
Adirondacks Retreat: Rustic materials, vibrant accents, blending modern and traditional.
French Modern Townhouse, Upper East Side: Maximizing light in a constrained footprint; stair design, flow, and functionality.
New England House: Rebuilding a landmarked site with respect to site and history.
Fifth Avenue Maisonette: Reimagining space for luxury, comfort, and personal lifestyle integration.
Architecture and Society
Lessons from pandemics and historical health-driven design.
Flexibility in modern living: home and work blending, privacy, and adaptability.
The balance of aesthetics, comfort, and livability in contemporary classical design.
Process and Collaboration
Importance of team and long-term partnerships in shaping projects.
Working with interior designers and artisans to achieve cohesive spaces.
Creative problem-solving under structural, site, and regulatory constraints.
Beyond the Sketchbook: Mastering the Business of Design with Industry Leaders. Esteemed practitioners Keith Granet, Grant Kirkpatrick, Tom Stringer, and Louis Taylor share candid insights into the origin stories, critical business skills, and forward-looking strategies necessary to build and sustain a successful design practice.
Moderated by Cheryl Durst (EVP and CEO of IIDA), the panel focused on the transition from being a talented designer to running a thriving, resilient business, covering genesis, operations, talent management, branding, and future-proofing.
Origin Stories and Industry Appreciation:
The panelists shared diverse paths into design. Some were drawn in early (Grant and Tom), while others arrived via finance and business consulting (Keith and Louis).
Louis Taylor (Finance, SchappacherWhite) noted that, coming from auditing various industries, design is “absolutely the best industry to work in by far.”
The 80/20 Rule of Entrepreneurship:
A critical takeaway for design professionals is understanding that running a firm is primarily a business function. Keith Granet and Grant Kirkpatrick stressed that the time split is often 70–80% focused on business (HR, finance, marketing, systems) and only 20–30% on actual design work.
Keith Granet (Granet and Associates, Leaders of Design) emphasized that good systems and data tracking (like a monthly “executive summary” of financials) are “freeing” and allow for greater creativity by alleviating stress over payroll and rent.
Infrastructure and Skill Development:
Hire Your Weaknesses: The consensus was to surround yourself with great consultants (finance, PR, marketing) and “hire your weaknesses” to empower the principal designer to focus on their “highest and best use.”
Future Talent Gap: Louis Taylor noted that junior staff coming out of school often require significant training in “soft skills” (people skills, professional email etiquette, presentation, listening) to bridge the gap between conceptual learning and the real-world practice.
Branding and Storytelling:
Effective messaging must be authentic and focus on an idea bigger than the work itself.
Grant Kirkpatrick (KAA Design Group) detailed their use of “The Five Whys” to articulate a vision, which for his firm is the belief that “design elevates the human spirit.”
Tom Stringer (Tom Stringer Design Partners) built his brand around his personal value of adventure, which attracts clients who are “kindred spirits.” He emphasized that design is predicated on building trust over multiple generations.
Future Proofing and Resilience:
AI and Technology: The panelists recognized AI as a powerful, unavoidable tool that will alleviate mundane tasks and enhance existing work, though it also presents a significant challenge (“scares the shit out of us,” noted Keith). Firms must embrace it.
* **Talent Retention:** **Institutional knowledge** is key to longevity. Firms are focusing on creating exceptional workspaces, competitive benefits (like sabbatical programs), and internal culture to recruit and **retain the best talent.**
* **Mentorship:** Mentoring should be a fundamental part of a firm’s **culture**, not a forced, rigid program. It is essential at all career stages, providing wisdom and long-term connections that help owners stay agile and resourceful.
