Part One – Pitch to Published: Best Practices and Strategies to Get Your Projects Published
Learn what the pros know about getting projects published and how professional photography, narrative creation and knowing your audience can set you apart. Learn how can brand partnerships help get your designs promotion and exposure to potential new clients as well as new branding and revenue generating opportunities.
This is a comprehensive conversation for design and publicity professions that details and outlines ways to get designers projects into the public media. Topics include;
Process (prep)
Strategy – Photography, story, client approvals, art clearances, etc.
The Pitch
Creative deliverables, photography, re-shoots, etc.
In a bygone time, we had celebrated architecture critics, historians and thought leaders like; Ada Louise Huxtable, Lewis Mumford, Jane Jacobs and Vincent Scully. These were gifted thought leaders with a willingness to share their views, good or bad, but never indifferent. They and others influenced the manner in which we looked critically at the shape and purpose of the spaces where we live work and play. Arch Daily wrote a piece in 2012 called The Architect Critic is Dead (just not for the reason you think). Is it. Is it, really?
I don’t think the architect critic is dead, it has changed. It’s like Syndrome’s quote from The Incredibles. That when everyone has superpowers, no-one will be a superhero. It’s this dilution of meaning through social media where everyone has an opinion and no hesitation about sharing it. Very little self-awareness and a platform, then everyone is a critic but without the critical thinking or communication skills to articulate their ideas effectively. Enda Donagher and I chop this idea up a Biot and he shares his experience in the business over the past 30-years plus. Enda and I talk about the business and his work.
Donagher’s firm addresses the architecture and interior design and his work is nuanced through a personalized approach and sensibly modern in look and feel. The ideas regarding the architect critic is relevant for a number of reasons, not the least of which is the opportunity to deconstruct the ideas that go into creating amazing work. If the work can be deconstructed, it provided a forum for critical thought to better our architecture and design. If we can apply critical thought, share ways to improve, then Syndrome was wrong. Everyone truly can be a super because everyones work is better and the level of expectation is raised. I enjoyed this conversation and I hope you do too. You’ll hear all about it, right after this.
Thank you, Enda. Loved our chat. Thank you to my incredible partner sponsors, ThermaSol, TimberTech, Pacific Sales, and Design Hardware. Amazing companies and great friends to the trade so please give them an opportunity for your next project. And, thank you for listening, subscribing the show and sharing with your colleagues. If not already subscribing, please consider that so you receive every new episode automatically to your podcast feed. Until next week, thank you for sharing this time together, until the next episode, be well, stay focused and now that it has arrived in earnest, try to rise above the chaos. – CXD
We often talk about luxury, the idea of luxury has so many different connotations, ideas and meaning. If I asked you to describe luxury in interiors design, what would you say?
If I asked 10 designers what the word luxury meant, I am quite sure that I would get 10 different definitions. And you know what, that is exactly how it should be. I believe that luxury is more of a state of mind than a place or thing. Socrates had something to say about luxury. “He is richest who is content with the least, for content is the wealth of nature.” But he also said, “The only true wisdom is in knowing that you know nothing.” And, things didn’t end well for Socrates. But as a philosopher, one of the best. I think there are people who are very happy with the ultra-luxurious lives they live and love the wonderful and expensive things with which they surround themselves. And I also think there are people who would tell you that the feeling of luxury is comes when they are immersed in an environment that is conducive with the way it makes them happy, or content. Isn’t that what home is supposed to do?
Today, you are going to hear from Brittany Farinas from House of 1. We are going to be discussing luxury, Miami, Florida and other places where you can find her work. We will be discussing the work itself and I invite you to follow along. Checking the show notes, you will find a link to her work. So let’s catch up with Brittany, right after this.
Thank you to my incredible partner sponsors, ThermaSol, TimberTech, Pacific Sales, Monogram and Design Hardware. Amazing companies and great friends to the trade so please give them an opportunity for your next project. And, thank you for listening, subscribing the show and sharing with your colleagues. If not already subscribing, please consider that so you receive every new episode automatically to your podcast feed. Until next week, thank you for sharing this time together, until the next episode, be well, stay focused and now that it has arrived in earnest, try to rise above the chaos. – CXD
The recent wildfires have shaken Angelenos to their core and rightly so. I imagine it is not dissimilar from those who have experienced fires in Hawaii, other parts of California or elsewhere. Or those who suffered through hurricanes, floods, wind events or any other major natural disaster. I think this was different.
I’ve shared this story with you but for the sake of those new to the show, I’ll share it again to make a point. That point is that while wildfires in Southern California are not new, nor are earthquakes, floods, or civil unrest. The wildfire is an emerging threat that has taken decades to reach this point but has now reached year round catastrophic status. After spending a week plus watching this unfold from half the country away from Los Angeles, I find myself asking a question that probably isn’t really that original. Why is this happening over and over with very little changed. Fires in Southern California. Hurricanes in Texas and Florida. Tornados in the midwest. Flooding in the mid Atlantic and southern U.S., Because that is the natural way of things in these parts of the country. In Southern California, the Santa Ana winds are nothing new. The manner in which they spread embers is not new.Droughts in this area are new. Much of this area is a dessert. Always has been. Earthquakes have ALWAYS been a part of the region. The question that I see so many asking is, “why does this keep happening?” For the reasons listed above. And, probably the most important reason, greed and an overwhelming urge by public officials to build more, grow faster… A few statements we should probably retire include, “we’re going to build back better” and “our thoughts and prayers are with the victims.” I believe that everyone would be better off if those who know nothing about a subject would be quiet about it.
It was 1983, my family was living in the far Southeast corner of Chatsworth in the San Fernando Valley. As far back as you could get without being in the mountains that separated the San Fernando Valley from Simi Valley. We raised horses, Arabians. My sister showed them and I cleaned up after them. It was a crappy deal and the reason I still don’t like horses. It was a Saturday, just came back from a Pop Warner football game. By the time we smelled smoke, it was too late. I had on a pair of board shorts and cowboy boots when I made it down to the barn. Hopped on one horse, had another in tow, my sister had the same and by the time we made it to the gate, the ridge behind our house was on fire.
My mom drove the f-350 with a four horse trailer to get the more skittish horses out and my dad stayed back to do what he could to save the structures. I rode that horse for 23 hours straight. When it was safe to return, the fire burned right up to the door. But no further. My Dad had several stories from that day, it included the car full of guys that drove up to the driveway and told him they were the owners, there to pick up their belongings. The way my dad told the story, they got out of the car, four of them and started to walk up on him. He drew his .38, informed them that ‘it was his home and he and his 6 friends we going to keep it safe.’ At which time the left.
Later that year, my father removed brush around the perimeter of the house and installed rain birds on the roof of the house and the barn. This was my first experience with anything like that. Sure, earthquakes, I have always be accustomed to those, but fires, floods, that’s different.
We now find ourselves in a state of constant emergency across California and beyond. Fires are no longer seasonal in California, nor are floods. Nor do they happen in places where they have in the past. Natural disasters are showing in the form of fires, floods, cyclones, hurricane, tornado, derecho, like the one I told you about that hit us here in Tulsa in 2023.
I think most people have mistakenly placed their faith and hope in leaders and politicians to pass legislation and craft an organized response to natural disasters. In California, if you haven’t heard about this yet, you will. Check the show notes for a link showing Mayor Karen Bass getting peppered by a reporter about being out of the country as the fires ravaged Pacific Palisades and surrounding areas as well as cutting 17 million from the annual LA Fire Department budget. The water tanks in the Palisades were reportedly not full and it is really hard to understand how this can happen in a place like Southern California where fires are a regular occurrence.
My point is this. If you put your faith in the fire department to put out a wildfire, they can’t. If you put your faith in the police to prevent crime from impacting your life and those you love, they won’t. I believe in, and appreciate the work of our firefighters and police, I do, full stop. Fire and police are responsive not proactive. They can only react after there is something to react to. And, they are completely at the will of politicians for funding and it’s never enough. Compound this with the insurance companies refusing to write policies in areas that are prone to extreme weather events. Which is different now than it was even 5 years ago. I predict that this insurability trend will not only continue, but accelerate. In line with the acceleration of extreme weather events. I also think this is the next iteration of the residential and commercial architecture and design renaissance that began during the pandemic. Things are changing.
If you want to look to someone for help, to save you and your treasures. To fortify your personal environment. To make you as safe as possible using every proactive tool in their arsenal, someone to future proof your home, look to the designers, architects, landscape architects. Architects evaluate topography, surroundings and elevations. They can predict best paths for water to move away from the structure in cases of flooding, they specify the right materials to best defend against fire, they make structures fortresses against those who might try to break in. Look to landscape architects who will plant the right materials for the present and the future be it drought tolerance or fire resistance. They too can help design exteriors for a safer and a more impenetrable environment. Look to designers to craft spaces that allow for internal safety and comfort. Materials that are less likely to burn and more likely to protect your investment. Check the show notes for a link to an eye opening report from my friends and partner sponsors of the show, TimberTech. It features flame spread and ignition resistance information.
I believe the days of blanket trust in our public officials to effectively protect and serve are over. We should wish those we vote into office the best. Pay our taxes and expect them to do what’s right for the entire community. If I sound jaded, I’m not. I’m optimistic because I know what exceptional designers and architects can do. There are some exceptional products out there that speak directly to issues like this. But I also believe that the next level of luxury, that aspirational state that is hard to define but recognized when seen is the feeling of safety and security. I’m really saddened to see my hometown burned, flooded and looted. Protections, safety and security are an issue of self determination. It’s up to each of us, individually to find the level of protection that makes us feel secure. If that is what you’re looking for, look to a designer or architect.
Let’s understand the economics of this. Perhaps city leaders and elected officials want their names on plaques and “credit” for all their good deeds. Or, maybe they want immortality that comes from building big things. There is probably a combination of things. But civic leaders direct city staffs and direct policy that in many cases includes density ratios, zoning and building policy. I was a commissioner for the city of Manhattan Beach for 6 years. The library commission was responsible for overseeing the Manhattan Beach library branch of the County of Los Angeles. During my 6-year stint, we went from a dilapidated, outmoded branch to the completion of a brand new, modern structure that served the people of Manhattan Beach. I saw first hand the inner workings of a city government that wanted big, beautiful things. What municipality doesn’t. I also witnessed city council members fight the budgetary demands up and until the project was completed and then the elbowed each other and everyone else out of the pictures memorializing the opening of the new library.
This is the Build Back Better paradox. You’re not building back better, but it sounds good. Makes a tight headline. It’s certainly clickable. The idea of building back with the same if not greater density is equal to believing you can beat Mother Nature. You can’t. Believing we are going to become a safer society, we won’t. I was on a ride here in Oklahoma last year, with a friend who was raised here. We passed a large plot of land, it had to be at least 15 acres that I could see. A small neighborhood, with dozens and dozens of raised foundations and nothing more. They clearly had been there for a while. I asked what the story was and he explained to me that they built this particular neighborhood back multiple times after tornados repeatedly tore the area apart. They kept building and tornados kept coming. Sound familiar? But they finally stopped building. As will those in Southern California, at some point in the future. Near or far, who is to say?
Don’t build back better. Build back smarter. You cannot change the climate back, this is not something that will happen in our lifetime. We can only adapt to the changing environment and those who can make this transition successfully are the designers, architects, landscape architects, engineers, futurists and visionaries. No amount of tax revenue in the hands of elected officials will make it happen.
To those who have lost everything, I’m so sorry. To those in office who continue to allow this to happen. Shame on you, you should be voted out of office in favor of creative people with real, quantifiable solutions. And I hope that happens during the next cycle.
By the time you hear this episode, you will have been inundated with stories and reports of lack of leadership, civic mismanagement, relentless self promotion, politicization of the situation specifically by a out-of-state and feckless politicians who have no understanding of the situation but will still call for holding of emergency funding and the like. What you most likely won’t hear are practical solutions. Good, bad, unfeasible. Doesn’t really matter because what’s missing right now are ideas. Because this is the time of year where most in the media are asking design and architecture talent what the big design trends of 2025 are going to be. It’s absolutely asinine and if you think about it, it’s completely pointless. So here are some of my ideas for rebuilding smarter. These are concepts that I have seen in practice and learned through the conversations you hear on Convo By Design. These are being thrown out as thought starters in the hope that as we move forward, we can build back smarter. Not better, not faster, smarter.
Every home within the high fire risk area should have it’s own water supply. Years ago, you heard from architect Anthony Laney of Laney LA. He was telling you about a swimming pool that disappeared when a raised deck was lifted from the bottom of the pool and again submerged to reveal the pool. I believe every home in these areas should have something of this nature capable of providing the homeowner with at least 5,000 gallons of water available in case of emergency.
I think this same personal aquifer should be connected to both a rain collection system as well as grey water collection, further connected to water the landscape. By doing this, it would serve as rainwater collection, grey water repurposing and be available in case of fire emergency. Years ago, you heard a conversation with the USGBC and Grey Water Corps on the idea of a grey water collection system, which is already available was discussed.
If you find yourself in the midwest, you will see storm shelters. Many homes that don’t have basements have them. They save lives. I have immense respect for firefighters and law enforcement. It’s important to realize that they are not there for prevention, they are there to react. It’s unfortunate because many believe that the police are there to protect you, it says so on their vehicles. It’s a misnomer. Police cannot be everywhere. Nor can they read the minds of criminals. We must protect ourselves. A while back, you heard from Saferoom.com. I believe there needs be a return to the concrete basement in residential construction, especially in fire prone areas. Yes, we need to consider earthquakes. That is what engineers are for. Across the U.S. in the 1950’s, in reaction to the ratcheting up cold war, bomb and fallout shelters were built under and around homes. These shelters were concrete and built for around $1,000 or so in 1950’s dollars. Many in Southern California fight against “the basement” and I think that should change. With current material and engineering advancements, building a walkout or full basement could address both security and property damage/ theft in cases of fire emergencies. And, in many cases, basements are NOT counted towards a homes square footage when they are completely below grade. I can imagine a basement to secure valuables and provide security during extreme weather event or home invasion. I would like to see the State of California incorporate tax incentives into basement construction. Instead of building more above ground, build below grade which would provide more open spaces and less density above grade. This space could serve as firebreak against spreading flames.
Leave the past in the past. I have been hearing from some in the industry that they want to return the Palisades and Altadena to their former glory in architectural style and detail. And that they want it done quickly. And that the environmental review process needs to be bypassed. These are really terrible ideas. Yes, we need to build back. And we need to re-home those who have lost everything. But if we got into this situation by cutting corners, bypassing safeguards and overbuilding in areas that are not conducive to this amount of development, what do we think will happen. If past is prologue, it’s going to happen again. Not if, but when. Let’s remove the insanely high cost of permitting, remove the layers of bureaucracy. Pause and review the overly stringent codes associated with Title 24 and get back to reasonable and practical building methods.
Review zoning guidelines. We have overbuilt these communities because with great wealth comes great influence and politicians and city staffs love to increase the tax base. But when there are no resources to serve the community, it ceases to function. We have reached the breaking point in many cases. Do we really need to build lot line to lot line save for mandatory easements? Does a family of 4 or 5 really need a 10,000 square foot home? Show me where that is a right? Or better yet, show some civic responsibility.
Obscure requirements and zoning. In 2020, the IHO went into effect. The Inclusionary Housing Ordinance. This states that in LA County, this requires low-income housing units or affordable housing units be required as a percentage of residential housingunits built. Now before all the NIMBY’s praise this and the bleeding heart decry it, can we be honest about this? You can put low income housing in the Pacific Palisades and the low income residents will not have the financial means to afford patronizing local businesses. That hurts business, it puts the low income residents in an unfortunate situation and it hurts the city’s tax base. Instead, look to infill projects in areas that need it. The CA Governor’s Office of Land Use and Climate Innovation (did you even know that existed) refers to California’s “Infill Development” as “building within unused and underutilized lands within existing development patterns, typically but not exclusively in urban areas. Infill development is critical to accommodating growth and redesigning our cities to be environmentally and socially sustainable.” When you look at burn-scarred Southern California and demolished cities, what is the goal? If the goal is to build back “better” which has no real meaning, only to say that it will be built back even bigger, then you are destined for the same results at some point. Or, you can build back smarter. According to realtor.com , the home’s for sale in Pacific Palisades, CA. range from $290K to $40M. According to ATTOM Data, in Q4 2024, there were 8,960 residential properties in Pacific Palisades, average age was 59 years and the average square footage was 2,977 for a single family residence. There are a number of estimates out there, but USA Today puts the number of homes destroyed in Pacific Palisades at 1,200 with another 200 other structures damaged or destroyed. These 1,200 homes are where real people lived, loved, gathered and where they kept their most cherished belongings. We are talking about this now, and many are going to say it’s too soon. Perhaps, but it’s always too soon, until it’s too late. There will be those who try to come in, scoop up lots and develop big, massive and expensive residential projects. These homes will command big prices and big tax returns for the municipalities and the state. Some will look at combining lots and build back bigger! Others will say there should be a preservation of older styles to match what the city looked like before. I don’t believe you can look back. But you can look forward to building back with purpose, respecting Pacific Palisades and Altadena.
Thoughtful approach to the future. Some of the easiest ways to approach this now? How about reconfiguration, under grounding of utilities, adding solar installations for residential, commercial and municipal applications? Why not underground fiber while you’re at it? Municipal solar and hydrogen charging stations?
Community approach to emergent groups. An emergent group is a collective of individuals coming together to address a particular issue. When I was living in Manhattan Beach, California, I was recruited by some of my neighbors to join Neighborhood Watch, later, I became block captain which led to an invitation to join CERT, the Community Emergency Response Team. You have heard the stories of neighbors coming to each others aid in times of disaster or emergency. Traditionally, some communities without an organized police or fire have taken the initiative. But we are living in a more complicated, highly dense community environment and it is time for every community that falls in emergency zones (which is just about everyone) to come together in this type of neighbor to neighbor shared assistance partnership. Most police and fire departments welcome the help and usually, it only takes one person to organize it through the city. Doesn’t even have to be a resident and I believe this is a place for the design community to step up. Design professionals are keenly aware of the local regulations, neighborhood differences and this could be an opportunity to not only increase business, which would be a perk, but to help protect your work and that of other creatives in the process. We will be discussing more about this in the future.
Manufactured, Fabricated and Modular Stock. This just might be what changes the future of housing. As one might imagine, this manufactured homes got it’s start on wheels, a natural way of adding to new freedoms brought on by the advent of the automobile. Then, kick the wheels off and you have the same mobile coach, but as a stationary dwelling. That led to a period of time when manufactured homes were advancing and addressing housing issues in real time. Just as the tract home created much needed housing units for retiring GI’s after WWII, so did the Manufactured home industry by providing housing in manufactured home communities. Since the very start of the manufactured home industry, this was viewed as affordable and a lower cost of building for those with lower incomes. We have come a long way in construction and manufacturing. Prefabricated vs. stick built, we could probably bring experts in to debate for weeks, but we don’t have the time for that. What we do have are some companies out there prefabricating and assembling on site which is capable of turning traditional construction upside down. Check out a few of these companies: Stillwater Dwellings,DVELE, Turkel Design. The idea that one could order a prefabricated home, prep the lot and assemble onsite can do a number of things that speak to issues we are trying to address like sustainability, material shortages, out of control costs,and
Price of good are going up at a time when the demand for more goods is again on the rise. In 2020-2022, the international and domestic supply chains froze up due to the crush of demand due to the pandemic. From 2022 through 2024 many of the costs came down. But as we enter 2025, the costs are once again on the rise due in part to a number of factors. Brands like Thermador, Bosch and SubZero/ Wolf have already announced price increases between 3 and 8 percent. Other brands are evaluating their price increases as we speak. There are a number of factors to consider as we move cautiously forward. China has been dumping cheap steel which then makes it’s way into U.S. manufacturing and lowers overall manufacturing cost, at the expense of U.S. made steel and others. The Trump administration is cracking down which will increase costs. There is a very real possibility that the immigration crackdown will also affect those who work on and assemble appliances. That will cause cost increase and a lack of individuals to do the work. This will most likely create a shortage of finished appliances. This in turn will create emergency pricing and delays. Tarfiffs aren’t new, you know that. But did you know that the Biden administration bumped Canadian lumber tariffs to 14.5%? An article from freightwaves.com showcased a number of ways tariffs and will continue to affect costs to American purchasers. If this continues as it is likely to do, these costs will continue to rise. This creates a very uncomfortable situation for the design/ build professionals who are going to be tapped with the responsibility of designing and building the homes that not only replace the ones lost in this disaster, but all of the homes not yet destroyed in future disasters. The way we specify, purchase, deliver and install building materials has to change. The supply chain needs to be condensed, organized and strategic. In California, the first Franciscan mission was built in 1796 and a total of 21 were constructed between 1796 and 1833. They were constructed about 30 miles apart for a relatively easy one day journey between each. These outposts needed to be self sufficient. If industry specific supply chains were built in this manner, delivery estimates would be precise, delivery costs would drop, it would be environmentally responsible by cutting the amount of miles product is transported, it could increase local jobs and spur localized product assembly. This is already happening, Amazon has already learned this lesson and you can see these massive fulfillment centers from space. In California alone, there are over 35 current or planned centers for product distribution. This is a longterm objective but one that needs to happen. In the meantime, what would happen if designers were hired sooner, plans approved faster and product could be specified and ordered sooner. What if materials could be staged locally. Ready and waiting for crews to begin work. This would expedite the design build process exponentially, and I predict that it would lower costs significantly. It’s like getting your designer paid for through efficiency offsets.
Front Running Vs. Specify-As-You-Go: If we have learned nothing from the great toilet paper shop
Expect Exceptionalism. I don’t mean this in the way you hear about it constantly used in political rhetoric. I mean it as stated. Seek exceptionalism in the products and services you purchase both those in the trade and clients alike. Designers really should stop this endless fascination with the pursuit of “trend”, celebrity design and whatever the latest “influencer” is peddling on anti-social media. Designers are professionals who specialize in design. Many designers hold degrees in this, all architects do as well. Landscape architects possess an understanding of what goes where and what it should look like over time. Product manufacturers absorb the cost for research and development to produce a product that the market can then choose, or not. But buying things based on number of followers, not the success of your project.
I am so sorry everyone that has been affected by this tragedy. I hope the recovery is seamless and easy. I hope this never happens again. Let’s be thoughtful in the way we build back by looking to the design professionals first, making our elected leaders earn their jobs by thinking of their constituents first, respecting the true value of fire fighters and law enforcement by looking inward to protect our homes smartly. Let’s return to an era of innovation through new materials and design experience. If we can eliminate the waste, greed and mismanagement, this presents an exceptional opportunity to not only regain former glory, but establish the new paradigm for what a well design, well run fully functional city looks like. If we can do that, were in a good place and who doesn’t want that. -CXD
You have been hearing the WestEdge Wednesday episodes since the beginning of the year and I do hope that you’re enjoying them. This months addition to the Convo By Design Icon Registry was heard on the WestEdge Wednesday series in 2024 following his appearance on a panel at the show in 2023. It is fascinating for me to have incredible creatives individually on the show and equally amazing to hear them in concert with other talented creatives. In 2023, Marmol was on the podcast as part of a panel that also featured Sara Malek Barney, Christine Vroom and was moderated by Frances Anderton. The panel was called All Roads Lead to SoCal: Long Live the Creative Experiment. It seems even more interesting now than in November of 2023, no?
Leo’s participation in this panel was extraordinary. He is a remarkable creative who brings a level of skill and talent wherever he goes and shares it willingly. Marmol is the managing partner of Marmol Radziner and has been since the firm was founded in 1989. Leo earned his Bachelor of Architecture from Cal Poly SLO. He also earned a minor in Philosophy. Which I think speaks volumes. Philosophy, as a discipline seeks to create more questions than answers. And when you are dealing with the concept of existence and other fundamental issues, it can be a challenge to navigate. Just like architecture. I find the architecture/ Philosophy combo really interesting. Leo is a painter, a fisherman. He is also something of a raconteur and lucky you… You get to hear him in action as we induct him together into the Convo By Design Icon Registry for February 2025. Enjoy.
Congratulations Leo on your enshrinement into the Convo By Design Icon Registry and your extraordinary studio. Thank you for taking the time to speak with me and sharing your story. Thank you to my incredible partner sponsors, ThermaSol, TimberTech, Design Hardware, Pacific Sales and Monogram for your dedication to making our industry better, faster, stronger! And thank you for listening to Convo By Design each week and sharing the show with your colleagues and friends who love sublime design. Until the next episode, be well, stay focused and rise above the chaos. -CXD
In one week from today, KBIS will be hitting Las Vegas with the force and impact you might expect from the worlds greatest kitchen and bath show. Yes, there are others. And, yes, they are great… But this one is my favorite. And you’re about to find out why.
I have a personal connection to KBIS, the kitchen and bath industry show. The NKBA does a magnificent job presenting this event each year. For me, this is a homecoming, an opportunity to network with friends, colleagues, past guests and meet future guests, and partners. It’s an important show for the industry because designers, architect, builders, contractors, remodelers, all specifiers really get the opportunity to see what’s new, next and on the horizon. They have the opportunity to hear about ways the most innovative creatives in the industry are using these products in new and unconventional ways. Its a time for innovation and discovery. Surprise and delight in over one million square feet of convention space when combined with the Industry Builders Show.
Today, you are going to hear from Brian Pagel, Executive Vice President at Emerald. He oversees the residential and commercial connections portfolio which means he oversees the production of KBIS, which you will see, is an extraordinary feat that brings together the most influential brands in the world from appliances, lighting surfaces, plumbing… Basically, if it goes in a kitchen or bath, you’ll find it represented at KBIS. You also find some exceptional programming, I’m honored to be a part of that this year on the next Stage as well as the podcast studio. So when you are at the show this year, please do come by and say ‘hello’. You are going to hear all about the show, why you should attend and how to make the most of the experience. Right after this.
Thank you Brian for taking the time to talk, I’m looking forward to catching up with you at the show!
Thank you to my incredible partner sponsors, ThermaSol, TimberTech, Pacific Sales, Monogram and Design Hardware. Amazing companies and great friends to the trade so please give them an opportunity for your next project. And, thank you for listening, subscribing the show and sharing with your colleagues. If not already subscribing, please consider that so you receive every new episode automatically to your podcast feed. Until next week, thank you for sharing this time together, until the next episode, be well, stay focused and rise above the chaos. – CXD
Hosting, producing and publishing Convo By Design has been an incredible journey, 12 years in now. At the beginning of the show, I wasn’t really sure with whom I was speaking to. I set out to reach consumers interested in design, then after a year or so, I realized that it was designers and architects listening and interacting with me. I met so many creatives and that informed the shows development and the storylines. Then, something amazing happened… I heard from more design clients, for a few reasons. They were looking for a designer, architect, landscape designer, products for their own projects. Since 2020, there has been a transformational shift in what both the trade and consumer side are looking for from me, Convo By Design and the design industry. I believe we are entering a new phase in design. One with far more well educated clients and the trade is responding. Through these conversations, clients have a chance to get to know these creatives. Get a chance to vet them for their projects. And, designers can hear what other highly functional and successful creatives are doing to not just get more business but evolve this amazing industry. It is in that vein that I share my conversation with Tima Bell of the Bell Design Group. A firm with offices in Los Angeles, Colorado, Madrid and Argentina. A firm built with diversity and sustainability in mind, but when you hear how Bell puts these ideas into practice, I think you find it as fascinating as I do.
Tima shared details about his architecture firm, emphasizing its meritocratic and egalitarian nature, with decisions ultimately by him. Hehighlighted the benefits of a diverse workforce, including effective communication with clients from various backgrounds, and the use of Archicad, a BIM modeler popular in Europe. Tima also mentioned the company’s support for staff with visas and the low turnover rate, attributing it to the strong friendships formed among diverse staff members.
Tima and I, both native Angelenos, discussed the importance of embracing failure and trying new things in design and architecture. They acknowledged the issue of perfectionism in American, California, and Los Angeles exceptionalism.
Thank you Tima for taking the time to share your thoughts.Thank you to my incredible partner sponsors, ThermaSol, TimberTech, Pacific Sales, Monogram and Design Hardware. Amazing companies and great friends to the trade so please give them an opportunity for your next project. And, thank you for listening, subscribing the show and sharing with your colleagues. If not already subscribing, please consider that so you receive every new episode automatically to your podcast feed. Until next week, thank you for sharing this time together, until the next episode, be well, stay focused and above the chaos. – CXD
You have heard past episodes about the WestEdge Design Fair in Santa Monica, California each Fall. I have been working with Megan, Troy and the entire WestEdge team for 7 editions of the show over 10 years minus those years where the show was cancelled due to the pandemic but I still published content on the podcast featuring show programming. Having left SoCal for Tulsa, it’s not as easy as the quick drive down Lincoln Boulevard to the show. No, it means travel.
When I was a kid, not much got me as excited as going on a trip. The excitement didn’t start when I got to the destination, it began at the airport. The airport was a place that required fashion choices, we dressed up to travel. It was an experience to walk in, present official documents and then proceed to the lounge where my sister and I would be treated to sweet treats and beverages. That led to an amazing journey that carried over to the plane. There were more Shirley Temples for my sister and I and my parents would have an adult beverage and let me keep the little bottles. By the way, I always shook the last drops out of the bottle and it was never as pleasant as I thought it would be. I dread travel now. The cattle drive that is airport security is stressful, uncomfortable, and one of the more unpleasant experiences we all must endure when traveling. Airport furniture is uncomfortable, cramped and in many cases, damaged and broken.
I was thinking about that while going through security on the way back to Tulsa. Is anyone but me surprised by this process and just how bad it is. And how the lack of comfort and. Service in the airports now don’t meet expectations in any other aspect of our lives. If our homes were as dysfunctional, overpriced and uncomfortable, I can’t think of many people that would tolerate it. The pandemic allowed us to do our work from home offices and now employers want their employees back in the office while most haven’t addressed the poor working conditions. And they’re getting kick back.
Why am I telling you about this? I was processing all the amazing moments for the 2024 edition of the WestEdge Design Fair. This was the best edition yet. I started working with WestEdge in 2015. I went and covered the show, conducted interviews and had a small 10 x 10 as a base of operations. 2016, I hosted the first Convo By Design Programming Lounge with amazing partners like Warner Bros, The Rug Company, Hollywood at Home and it was designed by Ryan White. In 2017, I took over the theater programming at WestEdge and did it again in 2018 and 2019, lost years 2020, 2021 and 2022, came roaring back in 2023 and this was my 7th WestEdge over 10 years. We have seen some wonderful talks by incredible creatives over the years and this year was no exception. The conversations and ideas discussed are inextricably part of what makes the design industry so amazing and mandatory if we are to further improve the form, functionlaity and performance of the spaces where we live, work and play.Back to the airport for a minute. I think it’s the consultants who screw up the airports. Give some quality designers a shot at airport redesign and you would see something amazing happen. And that all starts with education and sharing ideas for broader adoption.
As a busy professional designer, you know how important it is to find the right partnerships. Partnerships that allow you to specify the right products for every project. Professionals like you just don’t have time to waste. Let me tell you about one of my partnerships. Pacific Sales is here to serve you with expert, knowledgeable and non-commissioned professionals to help you specify the right product for all your projects. Non-commissioned. That means their only incentive is your satisfaction. Pacific Sales Kitchen & Home, a Best Buy Company has just that with over 60 years of service in Southern California. Pacific Sales is your destination for exploration, advice and inspiration. And here’s the cherry on top, access to exclusive Builder Trade Incentives from top brands like Monogram. Visit a Pacific Sales Showroom today to learn how you can unlock additional savings and benefits.Don’t miss out on the opportunity to work with the best of the best. Visit Pacific Sales Kitchen & Home today and elevate your projects to new heights!
Over the next 10 weeks, you are going to hear talks, panels and conversations from the show, so I wanted to open this up with a teaser, a sample of some of these conversations like this from Authenticity VS. Dupes: Theft or “Inspired by” Placing the Priority on Uniqueness and Honoring the Creative Process of Those Who Craft Original Work There are stories, you have no doubt heard them or seen them for yourself on Instagram or the websites offering dupes of almost everything for less. There are many reasons why the copy-market thrives and why some creatives feel that they are entitled to change it a small detail and call it their own. Is the value in the look of it for less, or paying a bit extra and knowing you have an original? Perhaps the copy-market, while always present, only thrives during crisis-pricing for the real thing. We explore the value of original work and how knock-offs are changing the nature of creative design.
After so many conversations at the show this year, a few things became quite clear. We are in a bifurcated market. Some designers are extremely busy, others, not so much. The most creative and successful creatives all understand that the one way to maximize their edge is to attend these events, talk to new suppliers, vendors and product manufacturers. We all have to be lifetime learners if our hope is to maintain a competitive edge. That means coming out and attending these panel conversations as so many have this year and in past years. Gather incredible product and technical application about kitchen design like this from The Intelligent Kitchen: How Technological Advancements Create a Higher Quality of Life
We’ve all heard that the kitchen is the heart of the home. It has also evolved into the brain and central nervous system through advancements in modern technology. These developments have created a more intelligent kitchen and a space the addresses the emotional and intellectual needs as well. Thought-full design and development of modern appliances that address needs without being asked, a focus on food preservation, preparation, cooking and a mindful approach to household tasks have changed the way designers think about the kitchen. They are providing new avenues for the enjoyment of kitchen spaces and an increased quality of life that is human-centric. Learn how the kitchen has been forever changed and how these advancements will continue to evolve.
Moderated by; EZ Gonzalez, Pacific Sales Kitchen and Home
Something that has taken hold globally is the idea that living small doesn’t have to be spartan and without enjoyment. The ADU Revolution is real and nowhere else has it evolved to fully capture the California Style than in Southern California. But the beauty here is that these ideas, once explored don’t just stay in California. Those ideas are exported for the benefit of others.
Small Space Big Style: The ADU Revolution and Popularity Behind Living Small The Accessory Dwelling Unit (ADU) has become an amazing opportunity for those wishing to add additional space to a property. ADUs have also changed the way many think about living within a smaller footprint. Whether a first home, guest house, income generating space, home office or other functional space, a small space can still offer big impact. The Cato Institute tracks the stratospheric rise of ADU’s and demonstrates how once again, California is leading the way in creative problem solving. Hear what’s next for the ADU, and how homeowners, developers and tenants are planning accordingly.
This next panel was an absolute blast for a number of reasons. I did not expect to moderate this one, but I was fully prepared when the need arose. To be completely honest, I was hoping I could sit in the audience and enjoy this one, but I had to fill in last minute and I am so thankful that I did. Not only was this program jam packed with amazing talent, but there were some truly groundbreaking ideas explored here.
Is it Really Worth Saving? Iconic Architecture or an Old but Poor Representation What makes an architectural work worth saving from the bulldozer? The architect? The style? The age? A famous past resident? How are preservation decisions made when historical considerations are in conflict with the rights of the current owner? What is the responsibility of the city and what municipal rules/regulations help address such discussions? Join this conversation with industry insiders as we explore preservation and progress.
One of the biggest questions facing the industry today is how will the recent election and how those elected will change policy on just about everything from tariffs that affect the cost and availability of goods. Or AI, building restrictions, or event cultural issues. How might our societal issues change the very nature of the design and architecture communities?
What’s Next: How the Recent Election will Affect Design No matter who wins, changes are coming. How can the business of design adapt to these changes, and thrive at the same time? Will additional tariffs change the pricing model of goods? How will new regulations affect transportation, fuel usage and household appliances? During these uncertain times, we’re all looking for a bit more stability and direction. Learn how to best navigate the changing landscape and better prepare your design firm and clients for the future.
Connected – Brought together or into contact so that a real or notional link is established. Unconnected – Not joined together or to something else. Disconnected – Having a connection broken. How do some of today’s most talented and sought after creatives approach connectivity, what does that even mean?
Connected vs. Unconnected: The Future of the Home The debate rages on… The fully connected home where all can be automated vs. the unconnected environment and the return to the beauty of form, function and simplicity. We’re not Luddites, but if we look at the experiential nature and convenience of a connected space, we must also consider what it means to have a space that is intentionally unconnected. The removal of screens, tech, automation, phones, and tablets can create calm and allow opportunities for true reconnection with self and others. Offline. Join this compelling conversation about AI, automation and the pros and cons of a fully connected home in a complicated world.
We’ve covered interiors, policy, technology, small spaces, practical connectivity, so let’s take it outside.
The Great Outdoors: Reimagining California’s Love for Outdoor Living Californians have perfected outdoor living, largely due to the favorable climate. As weather patterns change, the design industry has adapted with sustainable materials, inventive building practices and creative use of space including outdoor kitchens, theaters, plunge pools, functional landscapes, and unique approaches to sport courts. From pickleball to a pickle martini, design meets entertainment with the new innovations in outdoor design.
We’ve covered a lot here but you’ve only heard a small part of what’s to come. We have additional programs to share and these programs in their entirety. They are wonderful and I am thrilled to share them with you. Thank you Julie Beuerlein for designing an extraordinary space from which to have these conversations. Thank you Pacific Sales for presenting the WestEdge Theater. Thank you to all of our incredible speakers, panel sponsors like EMTEK and TimberTech. And of course, our amazing audience who came out, took notes, asked great questions and provided an incredible energy. Enjoy these conversations. Make sure you subscribe to the podcast so you receive all of the full panel talks the moment they are published. We’ll see you in November at the Barker Hangar for the 2025 edition of the WestEdge Design Fair. – CXD
Happy Holidays. Merry Christmas, Happy Kwanzaa, Happy Hanukkah. I hope 2024 was the best year ever for you and yours but pales in comparison to 2025. This was an interesting year, one of challenges for the design industry. But more importantly to me, because so many of the people behind design, my friends, family, people I care about, it’s even more important than ever to simply remind you that this was a good year and I know a lot of you are worried, concerned about what 2025 will bring for a number of reasons. Political, social and economic. I am a realistic optimist and I think we are headed into a fantastic year.
Two parts to that. A realist and an optimist. Those two ideas are not always compatible. There are going to be issues to overcome over the next few years, there is no doubt about that. But that doesn’t mean that you can’t only survive, but thrive. Chaos and challenging times are when designers and architects thrive most, why? Because uncomfortable times create a need for better spaces. Think about it. Post Great Depression architecture included Art Moderne, PWA Moderne, WPA Rustic through the U.S. New Deal and this was a time for Modernism to thrive creating a whole new design industry. WWII created the Mid-Century Modern movement and mew approaches to living. The Atomic Age ushered in a new approach to personal safety through residential bomb shelters. new products and materials. A new approach to power consumption with a focus on electrification and modern technologies within the home. It’s almost as if the greater the chaos, the greater the opportunity for those who craft , design and create safe spaces. Think about that.
Changes to the design industry are coming:
AI – We’ve been talking about artificial intelligence on the show since late 2022. It’s no longer coming. It’s here. And to those with whom I have spoken asking if they are going to lose their job to AI, I will tell you what I tell them. Probably not. AI can’t do your job. You’re going to lose you jobs to the designer who knows how to use AI. It’s not about prompts, high capacity CPU’s or the ideation a computer can do that you can’t. It’s the tasks and roles AI can play within your design firm that will make all the difference. If you are still bound by past methods of doing the work, better educated designers will have more time to pursue projects, deliver proposals and create faster project completions. It’s not just talent anymore, but the speed at which you can deliver on each milestone of the project. We all need to be lifelong learners and increase the speed at which we work. That, and using AI to stay on top of the new ideas your clients will be asking for.
Dupes – The moment something unique is created, someone is working on ways to steal the idea. It sucks, but that’s the way it is. There is a break between budgetary constraints and creating a uniquely special space. Remember a few years ago, during the pandemic when storytelling was what clients wanted. Designers were perfectly suited to deliver on that. Now, clients want the economic pain to stop and shrinking budgets have led to a proliferation of dupes. It’s still not okay. Be original and clients will follow. Dupes are not the same as they original. While they may look similar, there is a reason why they are cheaper than the original and it usually has to do with the materials you don’t see but will certainly feel.
Originality and Authenticity – A strong design firm is such because they produce concepts that are unique. Fads and trends come and go, but originality is always in style. Originality comes in many forms and the reason the U.S. design and architecture community is so strong is due to that embrace of uniqueness and desire for authentic designs in residential, commercial, hospitality, education and industrial spaces. The killer of creativity, personal opinion, has been social medias affect on the creative endeavors. We have entered into a copy culture when everyone seems to be racing to come in second. Let someone else take the shots for being first and then come in behind them with a modified version of the same thing. Social media created that and it sucks the originality out of any creative endeavor. Let 2025 be the year of experimental design, original thought and a sense of aspirational ideals. I don’t just direct this at the designers, shelter media needs to do better. This obsession with celebrity and celebrity designer is slowly choking the joy out of our industry. I cannot tell you how many publicists I have spoken to who tell me that they are having trouble getting coverage for their clients who are doing amazing work for non-celebs. I think the trade pubs have it hard, I really do. They lost a ton of subs during the pandemic. Many have fired or laid off the majority of their contributors, many released the higher priced (quality) contributors for less experienced writers and paper/ distribution costs have increased. I get it. But you simply can’t expect to charge more for an inferior product at a time when everyone is paying more for everything. But, you can charge more for a better product! That is what designers do and what the trade pubs should do as well.
Stronger Together – That’s all on this subject. We are stronger together. If we strengthen our industry bonds, we can do better work in a more collaborative environment. Increase your industry relationships. Like these…
Yes, these are partner sponsors of mine and I am incredibly proud to be working with ThermaSol, Design Hardware, TimberTech, Pacific Sales and Monogram. These partnerships are so important for so many reasons. I can tell you that I have done my research on each and I am proud to be working with them. If you want to know why aside from what you hear on the show, email me and I will share my experiences with each.
2025 is going to be a chaotic year, that is how it’s shaping up. But that can be great news for our industry, and I believe it will be. My mission is to bring you the latest in remarkable stories about wonderful creatives. To share the latest industry news and happenings either from there or speaking with those experiencing it first hand. You will also be hearing from a new slate of Convo By Design Icon Registry Inductees and the limited WestEdge Wednesday panel series starting in January with all of the panels and programs from the show’s main stage in their entirety.
As we reflect on 2024, take some time to enjoy a breather with family and friends. That is what is truly important. There are some additional happenings for me and Convo By Design next year. We will surpass episode 600 in 2025, I will be speaking at KBIS, and Convo By Design will be opening a boutique, multi-line rep firm giving designers an opportunity to engage directly with select brands and unique products to specify for their truly special projects.
It all comes down to being thankful, optimistic and curious. I’m thankful for you. Listening to the show and sharing it with your friends, family and colleagues. I’m thankful for my partner sponsors ThermaSol, Pacific Sales, TimberTech, Monogram and Design Hardware. Optimistic about the year to come and experiencing it first hand, in real time. Curious and on the endless pursuit for the stories, brands and products behind sublime design. Please keep those show and guest suggestion emails coming, Convo By Design at Outlook dot com and on Instagram @ConvoXDesign with an “X”. Until next year, be well and take today first. -CXD
I’m Josh Cooperman and this is Convo By Design with some of the highlights from the Fall open house at Design Hardware. Incredible design talent, interesting conversations and insights into how the business of design is changing.
The design industry today is more robust and complex than ever before. And that is only going to continue to change over time. Accelerating with every new change in technology and business climate. Not to mention actual climate changes. Every quarter, I check in with design talent at the Design Hardware showroom in Los Angeles and we chop up issue like these and others. These are some of the highlights from our Fall 2024 event that took place in November. You are going to hear all about that, right after this.
What a day. Thank you Cecile, Candace, Bianca, Adam and Ben. These were just a few of the conversations we had and you can find more in depth with these individuals as well as additional creatives by listening to Doctoring Up Design, the official podcast of Design Hardware. Check the show notes for links to that and all the designers you’ve heard here today.
Thank you to my partner sponsors including ThermaSol, TimberTech, Pacific Sales Kitchen and Home, Design Hardware and Monogram for your continued support to the design community. Thank you for taking the time to listen to the show and share it with with family, friends and colleagues. Your time is the most valuable asset and I appreciate the time we spend here together on the show. Please keep those show and guest suggestions coming. convo by design at outlook dot com and on Instagram @ConvoXDesign with and “X”. Until next week, be well and take today first. -CXD
