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I N S I D E

I N S I D E/O UTS I D E: O UTDOO R LIVI N G I N TH E N O RTHWE STRecent Arrivals

High Technology, Flawless Design: Trends in Home Electronics

Growing Your Business: Connect with Gen X

T H E N O RT H W E S T R E S O U RC E F O R I N T E R I O R D E S I G N

SPRING 2007by design

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

Outdoor Living in the Northwest

PRODUCT

Beyond that time of picnic tables, says Terry Draheim of Terris Draheim

Exterior at Seattle Design Center, people now plan outdoor spaces to

accommodate more complex, varied uses, like meditative spaces, lounging,

dining and entertaining. Notably, outdoor food preparation has evolved

beyond barbecues, moving the entire cooking operation to outdoor

kitchens. “I don’t know what drives this wave of alfresco dining,” Draheim

says, “perhaps emulating European sidewalk cafes, but locally we certainly

seem to share a great desire to be outside. And the products available

today make so many things possible, from intimate to grand exterior

spaces.”

Perhaps as a result of the evolution of exterior furnishings, there is now an

apparent prestige to having outdoor spaces that go beyond simply providing

a place for outside dining, to creating an experience and enhancing a visitor’s

overall comfort to time spent outside. Draheim identifies this as a critical

driver behind the market of exterior furnishings. He notes a common thread

of creating spaces for four primary outdoor experiences—dinner dining,

morning coffee, a teahouse setting, and lawn chair in the sun/afternoon

cocktail. Clients can and often do utilize different areas around the home for

these experiences, following or avoiding the sun to best match the desired

setting and depending on the time of the year.

Draheim identifies many recent improvements in available materials and

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

interior furnishings. Recent technological advancements have produced

weather-resistant fabrics of such easy care (soap and water) that keeping them

outside with a much lengthier life expectancy has become possible. Furniture

has improved to include more durable, aluminum rattan-like materials that

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

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

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

Gone the days of only using concrete or brick as “floor coverings,” materials

now include pavers, blue stone and even travertine.

As to the future of exterior furnishings, Draheim identifies three areas of

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

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

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

curvaceous forms. Exterior furniture often maintains those traditional hard

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

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

sectionals or modular units.

By Craig Cross

As a native of Arizona, outdoor living in my experience centered on

swimming pools, umbrellas and SPF 25. What got and kept us outdoors, with

careful timing to avoid extreme heat, was the invitation of outdoor dining

around the pool. Of abandoning dining table and chairs, and perhaps even

metal utensils, to enjoy the expanse of our backyard and a meal serenaded

by spectacular Arizona sunsets. Key to that goal was our sturdy picnic table

and benches, truly the foundation of outdoor living spaces at that time.

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

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

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

live.

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

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

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

drivers behind the current market for outdoor living spaces and what’s

changing in their design.

ON THE COVER: KRAVET / LEE JOFA, ATRIUm SUITE ��6

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

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

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

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

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

types of glass.

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The second growth opportunity is outdoor textiles, and Draheim

feels we’ve only seen the tip of the iceberg. One recent surprise has

been chenille. Draheim has seen a combination of chenille and a flat

weave, which provided a textural change not previously possible.

Improvements in durability and care, coupled with broadening

design components like chenille, provide a growing number of design

opportunities to further define and enhance exterior living.

For Draheim, outdoor lighting represents the biggest area for growth.

In fact, Kenroy’s Belmont Collection, available at Lighting Universe

at Seattle Design Center, has a new line of outdoor chandeliers and

floor and table lamps. Drew Reeves, of Lighting Universe, agrees there

are limited options, but assures that manufacturers will respond to

increased demand—many are already doing custom work. Outdoor

lighting in a damp environment must be corrosion resistant, and

design features like downward facing lamps—so they cannot collect

water—help combat the challenges of this climate.

DESIGN

Designer Jann Placentia, principal of Piacenza Design and second place

winner in the outdoor living category of the 2006 Northwest Design

Awards, admits some clients don’t initially recognize the value of

investing in external spaces, but for those who do, she identifies several

common design issues. Historically, storage of outdoor furnishings

when not in use, as the Northwest season is potentially May through

September, has been an essential element to any design as a protection of the

investment. But like Draheim, she sees the need for storage being minimized

by recent advancements in production. Placentia is thrilled by the abundance

of outdoor fabrics, which makes so many more design concepts and ultimately

uses of the space possible.

As with any interior project, Placentia begins outdoor projects with a

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

life—does the space need to accommodate children, does the family like to

entertain and in what ways—but those questions deviate a bit when looking

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

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

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

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

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

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

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

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

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

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

open-air dinner party. Time spent at home means less time spent driving,

which means less use of fossil fuels—and what’s better than having your

desired outdoor experience just steps out your back door?

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

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

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

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

Outdoor art and lighting also top the list.

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

investing in exterior spaces. Northwest residents may not have embraced

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

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

permission to slow down and enjoy such spaces.

ARCHITECTURE

People are attracted to living in the Northwest because of the majesty of the

outdoors here, says Scott Allen of Olson Sundberg Kundig Allen Architects

and first place winner in the outdoor living category of the 2006 Northwest

Design Awards. “Much of what we do as architects in the Northwest concerns

creating a relatively transparent boundary between the interior and exterior

of a home,” says Allen.

TERRIS DRAHEIm EXTERIOR, PLAzA SUITE �88-A

Now available at Terris Draheim, the Kettal Soft collection embodies the concept of light yet solid and

long-lasting furniture. Founded in 1964, Kettal started by distributing aluminum camping and beach

furniture and has grown to encompass the Kettal, Triconfort, Hugonet and Evolutif brands.

RALPH HAYS CONTEmPORARY DESIGNS, ATRIUm SUITE ��9

Now at the newly expanded and relocated Ralph Hays Contemporary Designs showroom,

Woodard’s Wyatt Sling aluminum seating is exquisitely detailed and constructed from materials

surpassing the industry’s most rigid standards.

ROBERT ALLEN | BEACON

HILL, PLAzA SUITE �8�

Robert Allen’s new al fresco sunlight and

moonlight collections feature diverse

textures, fresh colors and striking

patterns ideal on the patio or in the

family room, wherever kids, pets or the

elements put fine fabrics to the test.

Patterns and colors put a transitional

spin on classic design with an indoor-

friendly palette including Camel,

Apricot, Leaf, Pebble, Lagoon, Espresso

and Peppercorn.

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BY D E S I G N GO E S G RE E N

This project will be produced using ColorGraphics “Green”

Process. The Burgo Endeavour Velvet Text is made from

25% post consumer waste. The paper is certified by the Forest

Stewardship Council for responsibly managed forests.

Producing this project with ColorGraphics saves:

Endeavour Velvet Text: (4,896 pounds)

Quantity: 15,900

Trees: 10 Fully Grown

Water: 4,367 Gallons

Energy: 7.2M BTUs

Solid Waste: 483 Pounds

Greenhouse Gases: 951 Pounds

Aluminum: 12 Pounds

VOC Emissions: .4 Pounds

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

Visit seattledesigncenter.com.www

with which to build their gardens, so architecture is often shaped by these

interests. For those who desire less hands-on work with garden spaces, Henry

works to identify low-maintenance plants that provide seasonal color and

fragrance without requiring much work from the home owner.

In making exterior spaces more agreeable in extended seasons, elements like

glass trellises, heaters and fire pits are being incorporated on a much grander

scale. For landscape, Henry says extension of the season can really be about

enticing people into the garden beyond the warmth of summer, achieved by

clipping branches of witch hazel in January or getting excited about winter

blooming plants.

Maturity of gardens is a constant concern in landscape architecture because

people must realize that a garden is not a static environment—plant it, and

it will grow. “Regenerating your garden used to be about making minor

changes in the garden border, a simple replacement of plants,” says Henry,

“but now we are able to make bigger changes with so many new varieties

available to enrich the color and texture of the garden.”

Henry cites sustainable gardens as a key next-best-thing. The Berger

Partnership has seen a great deal of interest in waterwise gardens—seeking

plants appropriate to the setting. When plants are selected to suit a landscape’s

natural conditions, less maintenance and less water are required, resulting in

a low-maintenance garden that requires only natural precipitation. Within

waterwise efforts, Henry foresees work on rain water harvesting, or capturing

roof water, as a primary component.

Also on the green side of things, Henry has seen quite a bit more work

with residential green roofs—a roof of a building partially or completely

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

waterproofing membrane. That growing medium is commonly sedums, a

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

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

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

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

storm water.

KELLY FORSLUND, INC., PLAzA SUITE �58

Hand cast of solid aluminum and hand painted in several signature finishes, the Montecito Collection

epitomizes the “California look” Michael Taylor originated. The collection offers a luxurious solution

for elegant outdoor environments, with lounge items, dining tables and chairs, and pool-side seating.

The distinctive Mediterranean design of Montecito transitions beautifully from indoor to outdoor

rooms.

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

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

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

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

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

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

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

barbecues to full kitchens with storage, sink, range, barbecue, refrigerator

and built-in seating. Extension of the outdoor season, with covered areas and

the supply of heat through radiant devices in the floor plane or overhead, has

become an increasingly popular design goal.

Allen continues by noting that the structure of exterior spaces is shaped by the

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

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

offering a controlled glimpse of the unknown beyond.

Revisiting the concept of large operable openings and the use of doors or a

series of doors to create and then remove the boundary between interior and

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

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

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

with solar access. That in mind, solar control through fixed solar devices

represents a significant future direction as designers and architects seek to

manipulate, direct and retain the amount of sunlight in a space.

LANDSCAPE ARCHITECTURE

For Jason Henry, principal of the Berger Partnership, what’s happening

in landscape architecture often concerns two groups of clients—those

comfortable in the garden and those less so. Gardeners now have a great and

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

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R E C E N TA R R I V A L S

R.L . FINER, PLAzA SUITE �58

R.L. Finer is pleased to represent the AST

textile collection. AST, known for their

extensive collection of textural chenille

upholstery, has expanded their line to include

a wide assortment of jacquard upholstery,

indoor/outdoor fabrics and a stunning

medley of silks.

JENNIFER WEST SHOWROOm,

ATRIUm SUITE �00

The Jennifer West Showroom is pleased to

represent Phillip Jeffries Ltd. wallcoverings.

Phillip Jeffries Ltd. is a unique collection of

natural textured wallcoverings stocked in

the United States for prompt delivery. In

the Sapporo wallcovering collection shown,

natural linen fibers are tightly and carefully

laminated onto a fine backing paper. Using

environmentally friendly vegetable based

dyes and stain repellent finish, the collection

is available in nineteen subtle colors.

L. GREENBERG, ATRIUm SUITE ��8

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

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

in a selection of 100% organic fabrics, natural fibers, linens and wools. Legs are crafted with certified,

reclaimed wood and are offered in a natural beeswax finish, organic oils or unfinished. As with all

Cisco Brothers products, every frame can be custom-made to client specifications.

SCHUmACHER, PLAzA SUITE �90

Two icons of American design have joined forces to create

Jamie Drake for Schumacher. These wovens and prints combine

Jamie’s bold and sophisticated sense of color and style with

Schumacher’s dedication to timeless design and textiles of the

highest quality. From unexpected twists on tweed to sophisticated

silks to luxurious lampas, this collection embodies contemporary

American glamour.

STEPHEN E . EARLS SHOWROOm, ATRIUm SUITE ���

McGuire introduces the Danish Cord Series, designed by Glyn Peter Machin.

The collection, interpreted from traditional Danish design, includes seven living,

dining and occasional pieces. In McGuire’s signature rattan, three dimensional

curves articulate the art of hand craftsmanship.

SUSAN mILLS SHOWROOm, ATRIUm SUITE �00

Now available at Susan Mills Showroom, the Catacaos series adds

elegant zest to residential, commercial and hospitality spaces. Stunning

new pendants, ceiling fixtures and a wall sconce are crafted using an

ancient South American technique called filigrana. This technique

combines small metallic pieces to create a larger surface area with a

spiral texture. Catacaos is a small city in northern Peru where filigrana is

used extensively by local artisans.

LATITUDES RUGS & CARPETS, ATRIUm SUITE ��7

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

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

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

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

at auction.

JUST GREEN, ATRIUm SUITE ���

New at Just Green, the Atmos chair by Peter Danko

incorporates the aesthetic use of post-industrial

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

unpretentious and built to last. Danko helped define

the term eco-modernism as evidenced by his pieces in

MoMA and the Smithsonian.

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N EW S H OWROOm SSeattle Design Center congratulates the following new and

expanded showrooms. Please stop by and familiarize yourself

with new product offerings.

• THE DIXON GROUP

Plaza Suite �6� – Now Open

The Dixon Group is pleased to represent the following

lines: Brunschwig & Fils, Charles Pollock, Cowtan & Tout,

Dana Creath, Duralee, First Circle, National Upholstering,

New Classics, Panache Designs, Ralph Lauren, Studio Steel,

Vaughan Lighting and William Switzer.

• JUST GREEN

Atrium Suite ��� – Now Open

SDC welcomes owner michael Huffman and Just Green,

a showroom specializing in sustainable products. Just

Green represents the following lines: Alkemi, Danko,

Durat, Earthweave, Eleek, Girari, Greenplanet Paints, and

Woodnotes.

• R ALPH HAYS CONTEmPOR ARY DESIGNS

RELOCATION/ EXPANSION

Atrium Suite ��9 – Now Open

• KELLY FORSLUND EXPANSION

Plaza Suite �58 – Opening Early Summer �007

• RUBENSTEIN’S / THE RUG SOURCE EXPANSION

Plaza Suite �76 – Opening Summer �007

N EW D E S I G N O FF I C E S

• mONROE DESIGN AND DEVELOPmENT

Atrium Suite �0�

• K . m . KURBS LLC

Plaza Suite �85

N EW LI N E S & CO LLEC TI O N S

TR AmmELL- GAGNé , Atrium Suite �05

• Phoenix Day Lighting

• mcEwan Lighting

• Gary Hutton Furniture

• Otium Lighting

ELINOR & VERVE , Plaza Suite �68

• Valtekz

• marbello

• Archive

• Ron Dier

STUDIO G�� , Plaza Suite �66

• Environmental Language

• Stratford Hall Textiles

• Peter Alexander Furniture

STEPHEN E . EARLS SHOWROOm , Atrium Suite ���

• British Khaki

• Robert Lighton

• Gemelli Reproductions

• Tesori Furniture

• Harrison Van Horn Furniture

• Hazelton House

• P.H. Dorcic Trims

• Retour Wallcovering

• Christopher Norman Wallcovering

PINDLER & PINDLER , Plaza Suite �80

• Signature Exclusive Hearst Castle Trim Collection

PEO PLE AT S DC

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

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

Tina Pemberton joins Elinor & Verve as a sales associate. She has �� years of experience in furniture,

fabric and accessory sales.

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

StudioG�� welcomes Tylor Jeffery as showroom manager. Tylor has a bachelor of fine arts degree

in interior design with an emphasis on sustainability. He brings nearly three years of showroom

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

showroom environment.

(From left) Paula Kennedy, Diana Cutler and Kayron Brewer enjoying the “Green and Delicious”

cocktail party at NORDEX.

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

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

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

and Scott Smith.

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�0 07 N O RTHWE ST D E S I G N AWA RDS COm PETITI O N

Gain recognition for your work by competing in the �007 Northwest Design Awards! Past

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

and commercially. Enter your project(s) completed between �00� and �007 beginning June 8. Our

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

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

signatures, and you will mail the confirmation page and payment only to Seattle Design Center,

avoiding the hassle of placing images on a disk and mailing a bulky package. The online entry is

designed to save time, paper and money (only $�5 per entry online). Traditional mailed entries will

be accepted for $70 per entry. multiple entries are accepted and encouraged, but you may not

enter the same project in multiple categories. Online and traditional entries are due with payment

by 5:00 p.m., August 6.

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Making CONNECTIONSP

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We were pleased to see many of you in March

for NORDEX 2007, Furnishing the Future. With

an emphasis on sustainable design, there was

a great deal of interest in the latest beautiful,

green products for the home. Several presentations

were exceptionally well attended, which lets us

know what kind of programs you value. For any

who missed NORDEX, we invite you to visit

seattledesigncenter.com for a new component to

our online presence, SDC TV, where you will find

streamed video highlights of several NORDEX and

future presentations. Host a brown bag with fellow

designers for a web cast on market trends or SDC

programs.

In accordance with our goal of connecting people in the Northwest design community,

Seattle Design Center is proud to announce our membership in the National Kitchen & Bath

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

the professional standard for the kitchen and bath industry. Welcome, NKBA members!

The Seattle chapter is a particularly active one and we are delighted to partner with you.

Seattle Design Center and NKBA will partner in October to celebrate National Kitchen and

Bath month.

In the spirit of continuing the conversation on sustainable living, we plan to go “paperless”

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

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

August 6, so now is the perfect time to start planning your photography sessions. We look

forward to viewing your inspiring projects. Please join us on the red carpet at the Northwest

Design Awards Gala September 27.

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

A recent article in Home Furnishings Business

magazine suggested that “in luxury goods, nearly

80 percent of wealthy consumers turn first to

the internet or e-mail to learn about companies

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

month on average, the SDC website is an excellent

way to publicize your firm and receive requests for

more information about your services. Grow your

business through the SDC website—reserve a page

now for an annual fee of $350/prorated.

Featured designer pages include:

• contact information

• education and experiences

• list of specialties

• three rotating project photographs

• headshot

For additional details, requirements

and payment information, please visit

seattledesigncenter.com.

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F R O M S D C P R E S I D E N T K E L LY M I C H A E L S

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M a y 1 7

9:00 – �0:00 a.m. /

Take It Outside: Expanding Sales with Exterior Spaces

Terris Draheim, Plaza Suite �88

Perhaps the newest development in interiors takes place outside.

With well-designed garden furniture and outdoor textiles as

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

an afterthought. Join Terry Draheim for a discussion on expanding

your margins by expanding your design projects into the great

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

benefits and drawbacks of each in our varied Northwest climate.

�0:�0 - ��:�0 a.m. / A First Look at New Fabrics by Creation Baumann

Trammell-Gagné, Atrium Suite �05

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

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

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

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

understands innovative and artful use of fabric.

��:�5 a.m. – ��:�5 p.m. / Lunch and Learn: Designing Your Financial Future

Conference Center, Plaza Suite �70, Bring a Lunch/Seminar is Complimentary

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

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

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

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

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

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

�:00 – �:00 p.m. / Quality Construction, Sustainable materials: Lacor Furniture

Leflar, Ltd., Atrium Suite ��0

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

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

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

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

furniture.

J u n e 2 1

9:00 – �0:00 a.m. / Essential Fixtures for Spa-Like Retreats

Fixture Universe, Plaza Suite �90

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

you the latest trends and hottest products for the bathroom. Learn which fixtures will help

you create a rejuvenating bathroom retreat for your next project.

�0:�0 – ��:�0 a.m. / Why Should I Buy Custom?

G.R. Hedges, Plaza Suite �6�

With the advent of the Internet, consumers are more informed than ever of the options

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

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

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

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

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

custom furniture.

��:00 – �:�0 p.m. / Lunch and Learn: Taxes for Interior Designers

Conference Center, Plaza Suite �70, Bring a Lunch/Seminar is Complimentary

Ready to cut through the fog of state excise taxes? Bring a lunch and join tax information

specialists from the Washington State Department of Revenue for an informative seminar

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

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

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

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

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

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

J u l y 1 9

9:00 – �0:00 a.m. / Essential Knowledge for Designing with Pianos

Terris Draheim, Plaza Suite �88

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

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

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

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

which offers certification opportunities for designers.

�0:�0 – ��:�0 a.m. / Aiming at Affluence: marketing Interior Design for Luxury Clients

Kravet/Lee Jofa, Atrium Suite ��6

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

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

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

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

�:00 – �:00 p.m. / Lighting Today’s Sustainable Home

Lighting Universe, Plaza Suite �9�

Sustainable housing is one of the hottest trends in residential design for 2007. Join Lighting

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

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

lighting options.

CO NTI N U I N G E D U C ATI O N AT S DCT h i r d T h u r s d a y S e m i n a r s / T r a d e O n l y

Register at seattledesigncenter.com.www

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EVE NTS

TH E S H A R E H O U S E PU LL- U P-A- C H A I R AU C TI O N

May 14, 6:00 – 9:00 p.m.

SDC’s featured charity for �007, The Sharehouse, will

hold its Second Annual Pull-Up-A Chair Event may ��,

6:00 - 9:00 p.m. at the mountaineer’s Club, �00 �rd Ave

West, Seattle, 98��9. The evening features an auction

of chairs from the charity’s warehouse that have been

transformed by local artists and designers. Former Governor mike Lowry will

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

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

mnortness@thechurchcouncil.org or phone �06.767.5�80.

B E ACO N H I LL I N TH E G R E AT O UTD O O R S

May 23, 1:00 p.m.

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

ever indoor/outdoor collection from Beacon Hill. The collection makes an elegant

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

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

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

follow the presentation.

STEVE N O B E L—A I m I N G AT A F F LU E N C E:

AT TR AC TI N G TH E LUXU RY CO N S U m E R

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

�6�� Fourth Avenue, Seattle, WA 98�0� /

�06.6��.7580

Wine, appetizers and Jazz

The event is free, but reservations are requested—please RSVP to: ben_klinger@

sclay.com. Also see description above of Steve Nobel’s presentation at SDC on July 19.

9

Sweet. Treat.Celebrate the sweet life when you refer your friends, family and colleagues to Wolfgang Puck Catering at Seattle Design Center.

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

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

m E m B E R S H I P H A S ITS B E N E F ITS

Seattle Design Center invites you to become an SDC Design Trade Pass holder so

you may take advantage of our membership perks. As an SDC design trade member,

you receive a badge that allows you to self scan each time you visit, complimentary

use of our business center, and notice of showroom events and SDC news. Your

membership also gets you the 2007 Resource Guide at a discounted rate. Visit our web

site or call our concierge at 206.762.1200 for a membership application.

Unforgetable.Let Wolfgang Puck Catering at Seattle Design Center set the table for a spectacular event your family, friends and colleagues will never forget.

�0

By Jessie Culbert

According to the Consumer Electronics

Association, Americans spent $145 billion on

consumer electronics in 2006. What does this

mean for your business? In new construction

as well as remodels, from the family room to

the kitchen, home electronics is certainly an

integral design consideration. The newest inno-

vations in these categories mean that clients can

enjoy all of the features of distributed audio,

hi-definition television and cinema-quality film

screenings without sacrificing design.

We spoke with Speakerlab’s Fred Gallimore

and Gretchen Gilbertson of Séura television

mirrors for their opinions on what’s driving

these purchases and what to know about

designing with technology in mind.

What drives these purchases?Acknowledging the generalization, Gallimore said that home electronics sales are most fre-

quently driven by men. “Men want the toys but women don’t want to see the toys,” he said. To

maintain that balance, Speakerlab offers speakers built into ceilings and walls and painted to

match, control panels hidden in closets, custom casework to conceal electronics, and acoustic

panels covered with fabric to match other elements in the room. Even keypads are aesthetically

appealing and easy to use, including a stainless steel keypad to match kitchen appliances.

The Séura television mirror, which conceals a television within a mirror, was initially designed

for the bathroom in response to the trend toward creating a sanctuary in the bathroom specifically

for women, Gretchen Gilbertson, director of marketing at Séura said. As part of the other ameni-

ties of that room, including heated floors, soaking tubs and audio/visual amenities, the television

mirror is an asset for clients looking to retreat from the stresses of daily life. The product’s elegance

“allows designers to capitalize on the personal sanctuary trend without compromising décor,”

Gilbertson said.

Gallimore attributes the popularity of home electronics systems like the home theater to the

effects of September 11. “After 9/11 people were concerned about going out and they wanted to

stay at home with their families,” he said. Today, there are more reasons for the popularity of home

theaters, including lower prices for high technology, disposable incomes in the Northwest, and the

“coolness factor.”

“People want to impress their friends,” he said.

What’s next?HD radio is relatively unknown these days, Gallimore said, but is sure to catch on. He com-

pared the difference in quality between FM and high-definition to the difference between AM and

FM signals. With distributed audio systems, which allow for different music in many rooms at

the same time, clients can enjoy clear, high quality music in every room of the house. Distributed

audio systems also offer integration with mp3 players such as the iPod, although this option has its

drawbacks. Using a CD management system which provides uncompressed music is preferable for

critical listening, he said.

Gallimore also shared his industry knowledge on the next trend in television screens, a new

technology he expects to replace LCD screens. He saw a prototype of the new, one-inch thick screen

at the Consumer Electronics Show in January and said it will likely be available in early 2008.

Beyond the bathroom application, Séura has developed a “premier product” which has a softer

reflection, allowing a bright viewing picture for longer movies or frequent TV viewing in areas

where the mirror’s reflection is not of primary importance such as living rooms and great rooms.

The company is also introducing lighted television mirror products. “People are looking more and

more to have lighted solutions to help them put on their make up,” Gilbertson said. The trend is

Courtesy Séura, represented at New Dimensions.

H I G H TECH N O LOGY, F L AW L E S S D E S I G N :Trends in home electronics

��

especially apparent in hospitality projects, she said.

Clients can expect Séura products to conform to their demand for high quality visuals. “Our

products are hi-definition, which is key in today’s technology market.” Interior designers can

expect to be asked more and more about hi-definition, Gilbertson said. As more television channels

move to hi-definition feeds, the Séura television mirror will be able to “deliver the ultimate clear

picture,” she said. For highest quality sound, Séura encourages installation of external speakers in

the wall or ceiling.

Need-to-knows for trade professionalsWhen it’s time for installation, “Find a qualified electrician that knows low-voltage systems,”

as opposed to someone who works exclusively with line-voltage, Gallimore advised. Using a quali-

fied installer avoids the expense of re-wiring incorrectly installed systems. Speakerlab staff are

available for product installation.

Custom options for integrating technology into overall design are nearly unlimited in home

electronics. Gallimore said the process is a collaborative effort between his company and the

designer. This is one of his favorite parts of the job, he said.

“We try to make the designers look good,” he said. “We’re going to give the client what they

want but [the designer] will make it all blend in.”

Custom options for the Séura mirror include shaped and beveled mirrors, holes for light sconces,

television size (15” – 65”) and multiple televisions in one mirror. Séura has custom-designed frames

available; or mirrors can be sent elsewhere for framing, a good option for clients who wish to

use an antique frame in a unique way. The mirror is easily framed by others, Gilbertson said. At

Seattle Design Center, New Dimensions Frame & Mirror is the exclusive vendor for Séura televi-

sion mirrors.

Delivery time depends on whether the product order is standard or custom, Gilbertson said.

Standard mirrors generally deliver in as little as two weeks, and four-six weeks depending on the

detail of custom projects.

Sourcing Home Electronics

New Dimensions Frame & Mirror, Plaza Suite 371

Speakerlab, Atrium Suite 122

“Gen Xers are 50 million strong, make up 17 percent of the population and spend $125 billion on consumer goods each year.” OnPoint Marketing and Promotions, 2006

Take out your business card. Does it include

a website and email address? If not, you’re

missing a key client base, according to Mark

Groeninger, vice president of national sales

for Randolph & Hein. Groeninger shared

how to work with the next generation of inte-

rior design clients, Generation X (those born

in the 1960s and 1970s, the valley between

the baby boomers and the boomlet of the

1980s—Stephen Dunphy, Technological

Forecasting and Social Change, 1999), during

his standing-room-only NORDEX seminar

at Elinor & Verve showroom. Generation X

can be demanding, he said, but they are also

an affluent group and should be considered a

key component of your business.

Residential design trade professionals are

responding to the needs of Generation X

with open floor plans which allow versatil-

ity in balancing busy schedules with family

life. The Palm Harbor Homes’ Generation

X house at the International Builders’ Show

in February featured a generously sized great

room, kitchen and dining area for family and

entertaining, upstairs and downstairs laundry

rooms, a master bedroom on each level, a loft

area and home theater with seating and bar

area for entertaining. The interior materials

echoed the exterior environment to create a

cohesive living space.

Growing your BUSINESS

To reach out to Generation X, consider your

presence online. In an article from Marketing

Partners Incorporated, contributing editor

Robyn Fleck advises that “Generation Xers

have grown up with computers. They are

comfortable with the Internet, email and

new technologies. So it stands to reason that

one of the best and most consistent ways to

market to them is via the Internet.” Make

sure your web address is simple and easy

to remember, and do not underestimate the

importance of email in communicating with

your new customer base.

While Internet marketing is key, direct mail

offers another powerful way to connect with

Gen X. Michael Fleischner, president of

MarketingScoop.com, cited a recent survey

which found that “86 percent of Gen Xers

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

consumers rate 75 percent of the mail they

receive as valuable.” Provided it contains a

carefully targeted message that addresses the

needs your services fulfill, direct mail is a

valuable way to reach Generation X.

��

P R E S O R T E D

S T A N D A R D

U S POS TA g E

P A i DS E AT T L E , WA

PERmiT NO. 9556

5701 6th Avenue South, Suite 378

Seattle, WA 98108

seattledesigncenter.com

A BAY WEST PROPERTY

Competition Categories :: Kitchen : Bathroom : Living Room : Dining Room : Bedroom : Whole House [Less than $200k] :

Whole House [More than $200k] : Remodel : The Best of Traditional Design : The Best of Contemporary Design : Hospitality : Retail

: Commercial [Healthcare, Civic Spaces, Office] : Yacht/Jet : Outdoor Living Area : Environmentally-Responsible Design : Student

Northwest Design Awards Competition2 0 0 7We invite you to enter the Northwest

Design Awards competition, which

recognizes the work of Pacific Northwest

interior design professionals and

celebrates the significant contribution

design makes to life in our region.

Entries due August 6, 2007.

New: Submit your entry at

seattledesigncenter.com.

For leasing information about design office space, please contact Jessica Morgan, Director of Leasing, at jessica@bay-west.com.