SFERRA’s TABLE SETTING

 In honor of  SFERRA’s 120th anniversary, ten top bloggers and a sprinkling of design elite sat down to a one of a kind luncheon,  table styled by team SFERRA- Hutton Wilkinson and placed in one of the many magical outdoor spaces of the Dawnridge Estate. 

 Brand Ambassador Ronda Carman

Being a spokesperson for Milgard Windows and a business owner, I am constantly faced with “designing” clever ways to market.  I hit the idea jackpot at Dawnridge.  Ronda nailed it.  

Step 1. LEAVE AN IMPRESSION- If you haven’t picked up a copy of Tony Duquette’s More is More, you should because words will never describe the decadence of the estate.  ( Better yet, get yourself invited… somehow. )   No one who attended the event will ever forget the experience that afternoon or the gracious hosts who invited us.

Tracy Porter and Hutton Wilkinson

Step 2. DON’T MARKET- INSTEAD INVITE and INSPIRE AS A BRAND AMBASSADOR- There was no tradtional marketing at the luncheon, not one piece of literature or signage- but the entire experience sang SFERRA- permanence, luxury, generational, fine, perfection.  The location, the setting and the guests left everyone in awe. SFERRA and Ronda treated us like honored guests instead of marketing targets. Being invited by a “brand ambassador” set the tone for a unique experience that would not be forgotten.   

Hutton Wilkinson and Lori Dennis

Step 3. TAKE ADVANTAGE OF TIMING- Ronda coincided the event with the first annual Blogger’s Convention, on calendar for the following day.  Since the best of the best were already in town, she made an offer no design affectionado could refuse.   Bloggers blog about the things they do and see.  Ambassador Carman made sure they saw something worth blogging.  And let’s face it, when respected people say  positive (and unsolicited) things about your brand, it’s the most valuable advertising there is. 

Tobi Fairley and Kyle Knight

Step 4. INVITE THE RIGHT GUESTS- Suzzane Rheinstein, Jan Showers, Barclay Butera, Hutton Wilkinson, Anne Sage, Ronda Carman, Lori Dennis, Tobi Fairley, Clinton Smith,  Tracy Porter… the list went on and on.   I read Tobi Fairley’s blog religiously… and there she sat across from me -along with 9 other major leaguers. A mutual admiration society meeting is a good thing and makes for very happy guests.

Barclay Butera and Suzzane Rheinstein 

 Ronda Carman and Jan Showers

Step 6.  GIVE GOOD SWAG- Each guest left with a boldly colored, personally monogrammed set of SFERRA cocktail napkins.  Think about this.  SFERRA makes heirloom quality linens that can be passed through generations.  Each time these exquisite cocktail napkins are pulled out for decades, it becomes an opportunity to tell the story of Ambassador Carman’s luncheon for SFERRA’s 120th Anniversary at Dawnridge.

That’s a better way to brand.

SFERRA’s TABLE

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I mean isn’t that what JK Rowling gets to do?  Ha ha. The joke was on me.  After you write your first book, you the author, get the pleasure of marketing it too.  Ok fine,  how hard can it be?  I contacted a PR person known for her prowess in marketing books.  She quoted me $20,000- but no Internet marketing . I did the math. I make about $1 a book , multiply that by a million copies, equals… this sounded like a great plan.  Only when I asked how many copies she thought I could sell,  she said about 15,000.  I confirmed the number with some other design authors.   My next thought was, I’m going to need to look at some other options.

Then it hit me- THE BLOGGERS.  One of the greatest things about blogs is that unlike magazines that have 3-12 month lead times, blogs can post content immediately. Plus the bloggers put a link  (straight to a shopping cart) in the article.   I immediatly started contacting the blogs I know and love.

In no special order here’s the list of the blogs who saved me $20,000 in marketing and helped me publicize my book.  Thank you thank you thank you!  Give em’ a read and be sure to tell them if you have something compelling to announce, they’re happy to help you spread the word.

1. All The Best Blog

2.Belle Vivir

3.Crib Candy

4.Absolutely Not Martha

5.Blue Ant Studio

6. Chasing Davies

7. Being Tazim

8. Eco- Modernism

9. Live Modern

10.  Just One More Page Or Two

11. Examiner.com

12. Design Shuffle

13. Design Addict

14. Book Page

15. Ink + Wit

16.Shoe  Box Decor

17. HGTV Design Happens

18. Charm Home

19. Design For Men Mag

20. Yossawat

21. LA Mag

22. Lush Pad

23. An Inspired Walk

24. Three Men and A Lady

25. The Jinks Family

26. Cincinati Enquirer

27. Simple & Wonderful

28. Moore Minutes

29. Bijou Kaleidoscope

20. Go Design Go

31. Cliff Spencer

If I missed anyone, please let me know!  MWAH to the bloggers.

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 Michela O’Conner, Dwell Media President;Frances Anderton, wunderkind reporter KCRW- – P.S. Frances I will not stop bugging you until you interview me on your show;  Jennifer Siegal, Office Of Mobile Design and Funky Williard Ford, Ford and Ching told us all about their experiences with the new affluent.  Basically they love Apple, the environment and will place  Ikea directly next to a rare antique.  MY PEOPLE!  I also got confirmation that my efforts on Facebook were worth the while, as 87% of “them” are using it.  Now, I liken the FB experience to having a phone number.  You’re simply out of touch without one.  Perhaps the most provoking part of the presentation was the comment from a woman in the audience who reminded us not to forget the design loving,  Chinese consumer, attending the EXPO in Shanghai to the tune of 46 million visitors.  Michela O’ Conner wholeheartedly agreed.  I owe a lot to that lady in the audience- my big public relations meeting the following day took on a whole new direction focusing also on China- NI HAO!

When the keynote ended, I was minding my own business when I walked down the hall by the new ASID office.  There sat the  past president, president and president elect who summonsed me in and told me I had been appointed Editor in Chief of LA Design Magazine, the chapters’ Quarterly. WTF?  So, now I’m an editor of a design magazine -pretty cool.  First order of business: CALLING ALL WRITERS: anyone who thinks they have something to contribute- – Hollah Back at me!

Other things at market that inspired me were the exhibit at Mya Stark’s pop up gallery featuring a massive collection of other people’s old photos.  I seriously wish I had a few hours to really look at all of them (there had to be thousands) because they really told a story of American history without saying a word- although some had some did have informative comments written on the back ranging from racy to ridiculous.  Greg Gorman’s A Distinct Vision was also among my favorites with striking, larger than life (literally) photography displayed along glass walls.   Get over there and take a look before they’re gone.

After a day full of informative programs Janus Et Cie threw… yet another fab party with killer appies, a stocked bar and hip deejay.  Unfortunately for them 3/4 of the regular crowd was gone.  Margaret Russell was up on the third floor throwin’ down one hell of a shin dig for Thomas Lavin’s  10th Anniversary. The SoCal Contractorwas VERY impressed with the Scotch selection, not an easy fete for a man who bar-tended in Scotland. I saw people I haven’t seen in ages including Keith Granet and Lloyd Princeton. I’ve known and loved Thomas from way back and was delighted to see all stars aligning for this wonderful man. Congrats TL, you really deserve it.

Thomas and Lori: Back in the Days Before I Needed Botox!

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Last night I was thrilled to come home from dinner at a friend’s and see a box from China. It was a stack of Kira Krumm’s new book, featuring world class designers, their projects and ten coloful pages of our designs.  The book is written in Chinese and English and will sell all over the world.  So exciting! 

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The Poliform grand re-opening on Beverly was spectacular with wine by Wente Vineyard, the oldest winery in California, and culinary delights by Chef  Andrea Cavaliere from Cecconi’s.  In attendance were Angeleno Home Editor, Alex Abramian-Mott, Luxe Editor at Large, Michael Wollaeger, Marty Collins the developer of the sensational W residence hotel in Hollywood, Lonni Paul  Design Star Finalist and Celebrity designer Liana Ried. In addition to being exquisitely crafted, Poliform is made following E1 guidelines, for strict European, emission standards, another example of how glamorous green can be. The SoCal Contractor, known to scrutinize every last detail of the built world, was immensely impressed. 

Marcelle Danan recently opened a fabulous, Melrose boutique, Atmosphere, featuring some of the prettiest things I’ve ever seen made from recycled glass. We will definitely be using them over at 1525 Blue Jay Way. The stylish, French maven held an opening party on Thursday night  for Klara Pokrzywko, who’s work celebrates the feminine form.  She’s  just back from showing in Shanghai and the Tokyo Metropolitan Museum.  It’s certainly something you want to see.

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December 2009 is the last issue Met Home will ever print.  That leaves only 6 national shelter magazines. Tragic.

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Last night Los Angeles Magazine and the LA Mart partnered with Look Galleryto present Dreamscape, a conceptual design exhibition that explores the symbolic references of our personal spaces through the interplay of fine art and high design. It was really one of the loveliest parties I’ve attended  in a long time. The halls were covered in white astroturf which glistened like clean, cold snow, the walls, draped in yards and yards of flowing white fabrics along with the LED uplights created a dreamy backdrop for this high style event. Plus DJ Patrick/Crash Entertainment spun the sweet sounds and Flowers of Beverly Hills provided elegant assortments of tulips, hydrangea and paper roses.

 Top Chefs   Ilan Hall of The Gorbals and Marcel Vigneronof Modern Global Tastings served up pork laden tray after tray including bacon wraped matzoh.

Gorgeous interior vignettes were cleverly displayed, my first, second and third place ribbons go respectively to Memory by Paul + Vickery (serene textiles, deconstructed chandelier and chair placement),  The Mermaid’s Lair by Stephen Pappas Interiors (sexy mermaid)and  Egomaniac by Franklin Studios (stunning modern secretary).  Also presenting were talk of the town design team, Woodson and Rummerfield. But honestly I think they’re an overrated, watered down Kelly Wearstler look.  But to be fair, they dress to kill every single time I’ve seen them. 

Jr. designer Elle showed up in skinny jeans and rode around in her chariot all night, otherwise known as the SoCal Contractor.

PHOTOGRAPH BY JIM HARRIS

What was green about this event? I saw something I’ve not seen before: more than one person asking the bartenders to reuse their original glass. People are starting to get it! Oh happy day!

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Alcie Cooper Lyrics

Platinum records for the Platinum loft

 Thursday night, across the street from Genghis Cohen and behind a secretive, black curtain Rethink Development unveiled the rock n’ roll lofts at the Cherokee Recording Studios LEED Platinum Lofts Showcase benefitting Habitat for Humanity.  We (Lori Dennis and Brook Casey of the Dennis Design Group)  were in charge of the Alice Cooper pad and took our assignment very seriously, literally dressing the part.

Dennis Design Group gettin' down in bed?

Our shock rock loft never could have been possible without the generous donations of our many vendors and time from our interns, Sara, Rob and Natasha. Plus it’s not really a party if Tony of Francois and Roy from the SoCal Contractor aren’t in tow.  In the bedroom Heritage Draperies fabricated and installed our padded, chained window treatment and Mike Ragan of Rags put together this amazing patchwork, padded wall with fabric from Jason Asch of  Diamond Foam.  The stars were out in LA on Thursday night and two showed up at our event: Jodie Sweetin , who we all know and love as the old Stephanie Tanner from Full House and Calico Cooper, Alice’s daughter and former co-star of his stage show.

Calico Cooper representin' for Papa

Lori and Brook Nailing

Still nailing...

and finally it was done.

 I was afraid Brook was going to hang himself. But he stuck it out and we even finished the lyrics on the bathroom wall so Tony from Francois could learn them and sing along. 

Don't do it Brook!!

 

When the doors opened at 7PM we all took a shot of Skull Vodka and welcomed our guests to Alice’s Lair.   Francois provided the Gothic mantel in the living room, serving as the perfect backdrop to the snake skin bench from Bausman and Co. and upholstered chairs from Cisco Brothers.  All the kitchy 60s, 70s and 80s accessories from Retropia and the original props from Alice Cooper’s show gave our loft an authenticity rarely seen in staged showcase homes.  Big Red Sun even landscaped our balcony in a true, desert decor representative of the golf courses in Phoenix that Alice so dearly loves.

Alice's Lair

You'll never guess what these balls are for!

Cooper Gang in the Loft

Green bondage-stay in and save gas!

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And then California Homes/ASID awarded us the best GREEN DESIGN in California.  What a year it’s been!

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