Marketing the ASID Brand to the Public!

By Laura Bordeaux, ASID, Connecticut Chapter President
Interview by Gail Ingis, ASID

• Now that you have the President’s gavel, how did you reach this point?

I was elected to the board of IBD (Institute of Business Designers), now known as IIDA (International Interior Design Association) in the mid 1980’s. At the time, IBD was appropriate for those of us in corporate and contract design.  In 1991, when I established my company, FX Design Inc., I realized that ASID had many more benefits for the independent business owner.  So I joined ASID in 1992 and immediately got involved at the committee level working on two community service projects.  I was then elected director of membership.  This was a valuable step because I learned how the board operates.

• What was your motivation to be President?

Actually, I was asked to serve as the Connecticut Chapter President after I completed my director position in 2001.  At the time, I declined due to my own business commitments. When I was asked again for the 2006-07 year, I felt it was time!  I admired past presidents who put aside their personal careers to lead. I trust I can bring a business marketing forum to our members.  As the principal of my firm, I have learned a great deal about running a small business, and that marketing is of primary importance to staying in business and being profitable.  One of the objectives for me as president is to assist our members to grow their practice and career by marketing the ASID brand to the public!    

• Where was ASID when you took the gavel from Past President Anne Garland, ASID?

We had developed a streamlined Strategic Plan that is budget conscious and brand marketing savvy. Now it is my job to lead our board and committee members to complete our goals. 

• Where is ASID now?

We are on the brink of being recognized as the first name consumers think of when looking for professional interior design services. The Society is embarking on a progressive three-year marketing initiative to advertise in consumer publications, while expanding public relations efforts to help members grow their businesses.

•   What are the goals for ASID Connecticut this year?

The goals for the year are not mine, but embody the current & past board and member Strategic Plan goals.  We have budgets set aside to begin an ASID brand marketing strategy.  We are also striving to educate our members and monitor state legislation as it affects our right to practice.  We are mentoring student members as the future of our chapter.  We are constantly improving our web-site www.asidct.org, trying to keep vital information on the site for upcoming events.  We are encouraging members to become ‘Feature Designers’ with their company's name and portfolios on the site to attract qualified clients.  We are promoting our Industry Partners in many venues, for example, the popular yearly Forum.  (You can read about the Forum in Trading Places).

• How will the goals be achieved?

Our Strategic Plan calls out the step-by-step process of how we will meet our goals for the 2006-07 year.  Members should begin to listen to CT public radio for our ASID marketing commercials. Hopefully, we should be able to start airing them before the first of the year.

• What is your favorite part of being an ASID member?

I am always learning and growing in my role as president and as a designer from the interaction with members. Networking with other interior designers with similar experiences and having the support of my peers is invaluable!  Also, I am proud to inform clients and the public that I am a member of ASID – the organization that promotes the highest ethical and professional conduct for our industry.

• What is the best part of being President?

 Being an ambassador for ASID with opportunities to tell the public & media what a great organization this is.  And informing others that ASID’s educated professionals are qualified to develop environments that will improve the quality of life!

• What is your least favorite thing about ASID, what would you change?

 The mentality that ASID is primarily residential, when in fact we have many members that practice in a broad scope of disciplines, be it corporate, health care, hospitality, renovation and addition planning as well as kitchen & bath design and home decor.  Also, members sometime lose focus on the bigger picture for our chapter.  It is about growing their business, their professionalism and their education, about helping others to succeed and giving back to the community. 

• What about you and your family, anything special?

 Running a business and being the chapter president requires all the organization skills I can muster. I am also a grandmother with a second grandson on the way. So guess where my vacation time is spent? Baby sitting! Life is full and I must remember to enjoy the moments.

• Laura, in closing what final statement would you like to give our readers?

 Get involved … if you want to grow professionally.  It only takes one call or e-mail to any board member and we can connect you with a committee that will utilize your individual skills to benefit the chapter.  Until you become a committee member, you cannot fully understand how your efforts could affect the practice of interior design and ASID's future.

Laura Bordeaux, ASID President

FX Design Inc.

Ph 860.657.8161

www.fxdesign.cc

Design Ideology 2006

ASID Connecticut’s 3rd Annual Fashion Design Event

By Alex Lanuk, ASID

This year’s prestigious panel of Judges;  Bob Mitchell, Co-President, Mitchell’s/Richards; Peter Newman, AIA, Principal, Herbert S. Newman & Partners; Kyung Ok, visiting professor of fashion design, University of Rhode Island, faced a challenging job.  Emphasis was placed on creativity, best use of product, craftsmanship, presentation, attitude and enthusiasm.

Melanie Guerra & Ashley Gerhart of UNH.

Melanie is wearing a stunning creative skirt of painted canvas, a blousy top of picture hooks and yes, that’s a Carmen Miranda fruit hat on Melanie’s head!  Remember the cucaracha?  The black dress that Ashley is wearing has polka dots of foam core & mat board.

1st Place, $1000 Prize –
Evolution Revolution

Knoll Textiles, Perkins Eastman & Associates

Robert Bianco of Perkins Eastman

2nd Place, $500 Prize – Modern Radicals

Bizassa & New England Stone, Diane Sawicki Interior Design, Inc,

UNH Students – Jennifer Ressler & Linsey Graff

3rd Place, $250 Prize –
Dress for Success

Designers Loft, Signer Design Group

UNH Students – Jen Weiser & Meg Bertini

The generosity of Design Ideology sponsors and advertisers once again generated revenue that will benefit the three ASID Student Chapters at Paier College of Art, University of Bridgeport and University of New Haven through the new Student Scholarship Fund.  In addition to the financial awards, a number of participating students were rewarded with summer internships or full time positions with their Design Mentors.

An event of this caliber requires a tremendous amount of work behind the scenes. The committee members acknowledged made special efforts, provided dexterity and radiated dedication.  New England Sound provided a flawless production and Stage Manager Jim Haddon deserves a special thanks; without his professionalism, the superior quality of the fashion show would not have been possible.

Watch for upcoming details on the 2007 event – “Generation Color”

My thanks to all – 

Alex Lanuk, ASID

Event Director 

Roll the Credits  … 

Event Sponsors

Gold - Lumber Liquidators, Steelcase,

Silver – AKDO

Bronze – Allsteel, American Stone, Nautical Senses, New England Stone, Sherwin Williams

Event Advertisers

ATL Environments, LLC; Fairfield County Home Magazine; Hometonics; Knoll Textiles; Nancy’s Nest; Nautical Senses; Nelson Integrated Service Solutions RIS Media;

Rockwell Art & Framing; Terry Scarborough, CMKBD, ASID; The Robert Allen Group;

Tile America; TO Design LLC,

Event Committee

Chair:  Cynthis Saxe Dawson of AKDO, Industry Partner of ASID

Co-Chair: Nancy Hamilton of Nancy’s Nest, Industry Partner of ASID

Raffle: Holly Winslow of Elements of Tile America, Industry Partner of ASID

Photography: John Savarese. See all photos at www.johnsavaresephotography.com/asid/

Program Advertising: Stacey Lyons, Student Member ASID 

Graphics: Jeremy Maendel 

Publicity: Melissa Pressmar, Allied Member ASID

Program Design: Connor Glass

Stage & Set Coordinator: Frank Giudice, ASID 

ASID Industry Partner Participants

New England Stone; Designers Loft; Essential Glass Coating; Knoll Textile;

Lees Carpets; Rockwell Art & Framing; The Metal Shop; Tile America

ASID Industry Partner Participants

Bizassa & New England Stone; Designers Loft; Essential Glass Coating; Knoll Textile;

Lees Carpets; Rockwell Art & Framing; The Metal Shop; Tile America

Design Mentors

Antinozzi Associates; Atmosphere Design; Diane Sawicki Interior Design, JCJ Architecture;

Jung / Brannen Associates; Perkins Eastman & Associates; Singer Design Group; TO Design

Student Participants

University of Bridgeport:  Beatriz Diaz, Connor Glass, Jae Ryong Oh, Robin Middlebrooks

University of New Haven:  Meg Bertini, Jackie Carman, Nancy Carranza, Nadia Dillion,

Tammy Erickson, Ashley Gerhart, Linsey Graff, Melanie Guerra, Maureen McKay,

Jennifer Ressler, Stephanie Serratore, Jen Weiser

Trading Places 

Getting to Know Our ASID Industry Partners

By Richard Friswell

According to the rave reviews of designers and trade members in the satisfaction questionnaire, the 2006 Forum was exemplary and months later, the feedback continues to be strong.  The Forum is a trade show type gathering of Industry Partners and interior designers in order to connect on-going classics of yesterday, what is in the market today, and industry expectations for the coming months.

This year’s keynote speaker, Kathy Presciano, from the GE Lighting Institute, presented new lighting technologies and their application to residential lighting solutions.  She brought many product samples and provided practical solutions for a variety of problems. 

A World of Color … 
A World of Convenience for Fine Art!   

By Rick Friswell

A World of Color has been an Industry Partner of ASID since 2002 providing a unique service for introducing fine art to your clients in the Connecticut/New York market.  Instead of bringing the client to the art, Richard (Rick) Friswell, founder and owner, brings a wide variety of original art into client’s homes where it can best be viewed and appreciated.

As an interior design project finally materializes, the designer and client sometimes draw a blank at selecting, acquiring and installing fine art.  Rick observes that, “art is more than just a layer of color in the room; it often completes the intent the designer is trying to achieve through the appropriate selection of art work, its placement and lighting.”

Sunday Morning by Richard Friswell 

Acrylic on canvas 48x36

That’s where the expertise of an art consultant becomes useful.  “So often, I will have the opportunity to educate the client on the different types of paintings and prints that are available, the issues surrounding decorative versus collectable art and how to integrate the work of more contemporary artists into classic or traditional settings,” Rick notes.

“There is life beyond Monet! And a whole world of original art that can enhance an interior in ways that the client can’t fully appreciate until they have experienced it,” he points out. “Once a high-quality, original work of art finds its way into a client’s home, they are often hooked and want to find other places to incorporate art into their décor.”

The process begins with a phone call to A World of Color.  The next step is an in depth discussion about the client’s taste and interests, as well as the designer’s vision for a space.  Then, a full range of classic, modern and contemporary artist’s work will be reviewed and selected work brought to the home.  There, Rick, the designer and the client can consider the full impact in situ.  No more random gallery browsing, no more catalogue shopping, no more midnight runs to the warehouse.  The process is convenient and brings an art expert onto the design team in a way that is viewed as seamless by the client. As Rick says “This enhances the value of interior design services in the eyes of the clientele we serve.” 

If you are considering art for a client’s home, call Rick Friswell at  A World of Color  

203/530-9811 and begin to benefit from the convenience and expertise he offers.

Last year - Rooms Full of Cheer, This year –

A Festival of Trees, Come  …  See the Magic!

By Kim Plavcan, ASID

 A 2005 Holiday Blend of Lockwood-Mathews & ASID

You didn't have to travel far to go back in time with the Lockwood-Mathews Mansion Museum’s 2005 elegant Victorian holiday with an international twist. 

Christmas Around the World was a sumptuous display at the Museum, enhanced by the glow of colored lights and the shine of vintage ornaments.  Visitors reveled in presents with lavish trimmings and heard the choo-choo of an antique toy train looping around one of several extravagantly decorated trees.  Special holiday interior designer vignettes by ASID members augmented the Museum’s fare.  The displays exuded the warmth of the holidays by incorporating celebrations from several countries.  

A vignette tabletop detail by Gail & her students from UNH

Judy’s Spanish-themed centerpiece tree

For ‘Christmas in Barcelona’ in the

Museum's entrance hall, Judy Swann, ASID of Westport took the art nouveau works of famed Spanish architect Antonio Gaudi and tied them with antiques to create a holiday scene.  Judy traveled to Spain to see this style of architecture firsthand so that visitors to the Mansion would feel they've traveled through time and across space.  She mixed Gaudi's whimsy with the hand-carved mantel and chairs already in the room.  With the help of Kelly Mayo, of Taylor Floral Arts in Westport, instead of a Christmas tree Kelly produced (in her words) "something that is really, truly memorable" in the form of a large, colorful topiary.

Another Noel extravaganza came from Fairfield’s Gail Ingis-Claus, ASID.  Gail worked with several University of New Haven students to transform the Museum's large rotunda into ‘Paris meets Provence’.  "I would like people to feel the warmth of 19th century Christmas in France" Gail said of her plans, which included weaving bright colors with wrought iron accents and a Christmas tree decorated with fruit.

Linda Fontaine, Allied Member ASID transformed the library into a cozy Christmas afternoon gathering reflecting her own Italian heritage, including Italian books, antique dolls and a portrait from the Mansion's collection painted in Venice.  Cherubs graced the Christmas tree and

accented the gold leaf inlays on the mantelpiece, which dates back to 1868. 

A native of Norwalk, Linda plans to play a vital part in the restoration of the Mansion  that inspired her love of interior design during childhood visits.  "Finally, after raising my family, I'm ready to get on the bandwagon with this," she asserted of her active role at Lockwood-Mathews.

The Mansion's history is as colorful as its rooms.  Built in 1868, just two families lived there until the city of Norwalk purchased it in 1941.  The building was slated for demolition in the 1950s, but a group of concerned citizens intervened and started restoring the Mansion for use as a museum and renovation efforts are underway to restore more of the 62 rooms.  The Museum goals include raising awareness and funds for restoration and educational programs.

2006 Holiday Events at Lockwood-Mathews

December 17, 2006

Family Day Christmas Celebration from Noon to 4PM (Admission free).  Celebrate Christmas at the Mansion by viewing the decorated rooms as children visit with Santa Claus.  The Christmas Trees will be auctioned off to benefit the Museum’s operation.

Instrumental music will include the Brian McMahon High School choir performing standard holiday songs and the First Presbyterian Church of Greenwich choir will present the Hallelujah Chorus with pump organ accompaniment.  Hot chocolate and cookies end the day’s festivities,

Come enjoy the holidays Lockwood Mathews-Mansion Museum style.

The Lockwood-Mathews Mansion Museum, a Registered National Historic Landmark, is located at 295 West Avenue in Norwalk, CT.  For more information visit lockwoodmathews.org or call 203/838-9799.

UNH design team for Lockwood-Mathews Mansion Museum: Seated clockwise from front:  Melanie Guerrera, Rebeckah Gourse, Amy Eisenberg, Monica Purcell, Heather Gagas.

 Standing left to right: Gail Ingis Claus, ASID, Nancy Steinborn,  Ginger Robinson, Nicole Gorman, missing: Paula Murphy

FAQ’s on Kitchen Lighting

An interview with Randall Whitehead, IALD* Lighting Designer

How important is lighting in a kitchen design? 

The kitchen is the heart of the home, it’s the gathering place.  Good lighting draws people into the kitchen like the glow of a roaring fire. 

Does good lighting have to be expensive?

No of course not, but you would be surprised at how expensive bad lighting can  be.

What’s the most common mistake when it comes to kitchen lighting?

The most common mistake is trying to light the entire kitchen with one fixture centered in the ceiling.  It ends up being what I call a “glare bomb”, visually overpowering everything in the space  …  including family and friends.  The best type of lighting involves light layering where task, ambient, accent and decorative lighting are effectively blended together. 

What does layering light accomplish?

No single light source can provide all the necessary light.  For example, the optimum task light comes between your head and the work surface.  That is why lighting located below the upper cabinets is so effective.  If cabinets do not go all the way to the ceiling, indirect lighting installed on top will provide a soft ambient light.  Each layer of light is a piece of the puzzle.

Why are kitchens so often under lit?

Lighting is often the last thing considered in a design and the first thing cut from the budget.  Even if you don’t have the budget for pendants over the center island, at least install the junction boxes and purchase fixtures when additional funds become available, or put them on a holiday wish list. 

Of the types of lighting, which is most often overlooked?

Of the four types, ambient light is usually overlooked.  It is what I like to call the humanizing ingredient to any lighting design.  Indirect lighting softens the shadows on faces and makes people feel instantly welcome. 

How do you determine how much of each lighting type is needed?

That is where years of lighting design experience comes into play.  I often help architects, kitchen & bath specialists, interior designers and homeowners create a lighting design that suits their specific layout.  What doesn’t work is a grid of recessed down lights, which is what I often see on a generic lighting plan. 

This creates what I call the “Swiss cheese” effect, where the ceiling is filled with way too many holes. 

How is lighting placement determined?

First, I look at how the kitchen is laid out to determine where various kinds of light are needed.  For example, over the center island I might use 1-3 pendant fixtures to provide both ambient and decorative illumination.  In between these fixtures I would recommend the installation of recessed adjustable fixtures to cross illuminate the island’s work surface. 

What are some ways to use accent lighting in a kitchen?

Since people are spending more time in the kitchen, as a center for casual entertaining, it is natural to hang art to be enjoyed by all.  Recessed, adjustable, low voltage fixtures can be used to highlight the art.  The MR16 bulbs often used in these fixtures, come in a variety of beam spreads, so if the art changes, a simple change of bulb will be all that is needed to illuminate the new art.

What type of fixtures function well as task lighting?

There are a great variety of linear task lights and puck lights that are available for installation beneath upper cabinets.  In many instances we use incandescent (halogen or xenon) and fluorescent lamping.  We are now also using the amazingly energy efficient and environmentally friendly LED (light emitting diode) sources.

Where else could task lighting be placed?

In addition to beneath the overhead cabinets and above the island, I would also make sure there is adequate task light in the pantry.  On occasion, we install lighting inside glass fronted cabinets to illuminate collections of china and glassware, but I would consider this more accent than task light. 

Why use dimmers in a kitchen?

Like any room in the house, it is nice to have a variety of light levels available.  When you are preparing a meal or cleaning up it is nice to have a bright punch of illumination available.  Later on in the evening, when lingering over a glass of wine with friends, it is nice to have the ability to dim the lights to a pleasing glow. 

Would you recommend zoning kitchen lighting? If so, why?

Absolutely.  The task lighting should be on 1 dimmer, the accent lighting on a 2nd dimmer, respectively the decorative and ambient lights on separate dimmers.  This allows you to raise and lower complimentary lighting sources to a wide variety of pleasant settings.

What do designers need to keep in mind when selecting decorative fixtures?

You want to make sure that the scale of the fixtures is right for the space and that the shade material has enough opacity to effectively hide the light source.

What advantage is there to working with a lighting designer?

As a lighting designer, I have years of experience blending lighting into architectural and decorative details.  Lighting designers are a part of the design team, working in tandem with other team members to create a cohesive overall design.  As lighting specialists, we are aware of the latest lighting developments.

Randall Whitehead offers 10 CEU accredited seminars for ASID.

*IALD (International Association of Lighting Designers)

Information provided by Randall Whitehead Lighting 415-626-1277 www.randallwhitehead.com

ASID Connecticut Chapter Annual Meeting and Award Dinner Recap for 2005

By Kim Plavcan, ASID

Some of the many attendees listen to the awards presentation at the 2004-05 Annual Meeting.  At center (in blue) is guest speaker Alexandra Stoddard.

The 2005 Annual Meeting at the New Canaan Country Club began with outgoing president Terry Scarborough recognizing the contributions of many, including event sponsors, Board members and committee chairpersons.

Of special note was one of the motivating factors behind this team – Maggie Cole. 

Maggie was the recipient of an ASID Industry Partner Merit Award.  The Merit Award is the highest honor ASID bestows on an Industry Partner Representative.  The selection of award candidates is based on “outstanding and significant service to their chapter and the profession.”  They are elected to merit status by the National Industry Advisory Council.  The Connecticut Chapter has one of only 6 Industry Partner Merit Award recipients nationwide.

Presidential Citations were awarded to:

Robin McGarry, ASID whose leadership activities as Director of Membership included developing a New Member Welcome Packet, Membership Outreach Programs, a New Member Reception and encouraging student members to advance to allied status. Because of Robin’s hard work Connecticut Chapter membership increased by 21 percent!

Elizabeth Clark of ASID Industry Partner Artifact Design Group, was instrumental in planning, hosting and developing programs.  With husband and business partner Greg, they opened their Wilton showroom, literally and literally - before the paint was dry, they were hosting chapter events.  As Coordinator of Sponsorships, Elizabeth garnered not just financial but enthusiastic support for chapter activities.

Perennial Chair of the popular Fashion Show, Alex Lanuk, ASID was recognized for 2005’s phenomenal event.

With over 200 attendees and significant revenue, the show provided each student participant, the runway winners and the three ASID Student Chapters with financial rewards.

ASIDCT.org webmaster Bob Mass of Mass Solutions, an ASID Industry Partner, was recognized for his extensive work making the website slick, savvy and financially sound. Thanks to Bob, Connecticut was the first chapter in the country to show the new ASID branding designs and logo.  In addition, Bob spread his technology know-how everywhere – from Board meetings to membership gatherings.

Presidential ‘sister’ Citations were given to Patti Guerra, Allied Member ASID, and to her sister, Lorraine (Rainy) D’Anchise of The Classic Room, an Industry Partner of ASID.

Whenever there is a party to be planned, a gift bag to fill, a speaker to be found, envelopes to be stuffed or a meeting to attend, they are there.  When asked, they always say, “How can we help?”

Without these two, ASID CT events would probably be less classy, less organized, and definitely less fun.

With 4 other Industry Partners, Rick began Making Waves. Making Raves made money, made friends, made new members, made business!

Also recognized was Director of Communications Lynette Edmonds, Allied Member ASID.  Lynette stepped in to fill a Board vacancy—and quickly rose to the task implementing ASID’s new graphics and branding message along with streamlining chapter communications.

Terry with special speaker, Carol Shattuck,

Senior VP and Chief Administrative Officer of

AmeriCares.  AmeriCares received the proceeds

from a 50/50 raffle held during the evening.

Awards Dinner chair,  Patti Guerra, Allied Member ASID working behind the scenes to make the evening successful.

Outgoing president Terry received the grateful thanks of the Chapter for her notable term as president.

2006 Annual Awards Presentation

An Evening to Remember

Giovanni’s II Restaurant on the Stamford/Darien Line was filled to capacity on September 20th with designers, industry members and students attending ASID CT’s Annual Meeting and Awards Celebration.  It was a time for old friends and new faces to gather and celebrate. 

Vincent Wolfe, noted for his contemporary design style, was the guest speaker.  After an entertaining slide presentation, he lingered for a book signing session.

Outgoing chapter president Anne Garland, ASID began the evening festivities

by thanking dedicated ASID CT members with awards for their volunteer service over the past year.  Anne presented the awards and in turn, was recognized and thanked by incoming president Laura Bordeaux, ASID for service as president.

The gavel was passed from Anne to Laura, and members left feeling inspired and anticipating another great year for our chapter!

Congratulations to chapter award winners:

Fran Wilson, FASID, for a Distinguished Life Time Achievement Member Award

Elaine Koufman, FASID on being named to the ASID Class of 2005 Fellows! Fellowship is the highest honor the Society can bestow on its members. 

Pictured with Ken Deck, FASID.

Maggie Cole, Industry Partner representative for Maggie Cole Photography, on receiving an ASID 2005 Industry Partner Merit Award at Interiors ‘06.  Maggie is one of six Industry Partners honored for their service and dedication to ASID as evidenced by their exemplary volunteer leadership at all levels of the organization.

Chapter Presidential Citations 2006:

Left to Right Standing:

Connor Glass, Holly Winslow, Nancy Hamilton, Fran Wilson, FASID, Cindy Saxe Dawson, Alex Lanuk, ASID

Seated: Outgoing President, Anne Garland, ASID, not in photo: Diane Pritt, ASID and Ken Deck, FASID (see below)

Conner Glass - Distinguished Student

Nancy Hamilton & Cynthia Dawson - Distinguished Industry Partner Representatives

Alex Lanuk, ASID - President's Kitchen Cabinet Award

Diane Pritt, ASID

distinguished board of director 2005-2006

Ken Deck, FASID

Distinguished Past President

Enjoying the evening UNH graduates
Stephanie Edwards and Rami Alfifi,
Allied Member ASID are working and
designing for Kitchens By Deane Inc,

Some familiar faces

Is that Jack Crowley, ASID on the far left? Jack, a former CT President, who moved away, stopped by to see all his friends.