Interview and Inspiration
A Conversation with a Leading Interior Designer/Merchandiser
By Jan Mitchell

The nation’s largest and most successful builders agree: Professionally designed and merchandised models make a big difference in sales success. And today’s most sought-after merchandisers are experts in new home marketing, often going above and beyond their design backgrounds to become certified under NAHB’s Institute of Residential Marketing to better serve their builder clients.

But how has the interior design and merchandising industry evolved in the last decade? And, of more immediate concern, how has the current economic climate affected builders’ merchandising decisions? We talked to one of the nation’s foremost, award-winning model home merchandisers to find out the answers to these questions, as well as to uncover the hottest new design trends that appeal to today’s diverse buyers.

We interviewed:
Doris Pearlman, MIRM, and her staff at Possibilities for Design, Inc., in their 25-year history, have been awarded multiple MAME, MIRM, BAR, and Key awards from Home Builders Associations across the nation. Pearlman received the “Excellence in Education Award” in 1999 by the Institute of Residential Marketing for outstanding achievement in education in the home building industry. The articles authored by Ms. Pearlman have been recently published in leading industry publications and are available to you on her Web site at www.possibilitiesfordesign.com. Possibilities is based in Denver.

Q: What changes have you seen in the business side of merchandising in the last ten years or so?

Not only are homebuilders and developers allotting a bigger percentage of their budgets to interior design and merchandising, but they are also recognizing the value of it, particularly in tougher times. Home builders are understanding that merchandisers package a product, and the product is a new home.

Q: What overall trends are you seeing in the creative side of merchandising?

I see a real trend toward polarization—that is, that every trend has an opposite and equal counterbalance. For example, I recently judged Southern California’s MAME Awards, and I saw a great deal of minimalistic design, but I also noticed uber-luxury on a grand scale. An example of uber-luxury: two kitchens in a home—one clean and one dirty—two islands in one kitchen, and two fireplaces on opposing walls within the same space.

Q: What do you see happening with color in 2008?

You can’t go wrong with neutrals, beige, black, taupe and grey. It seems that all buyer profiles are drawn to monochromatic color schemes. Again, here is where we are seeing polarity—neutrals co-existing with bright colors. The Color Marketing Group has confirmed this trend in their projections for 2008.

Q: You merchandise in many parts of the country. Are there any regional differences in merchandising that our readers need to be aware of?

Technology and media have created more awareness of the latest design trends for the home throughout the country. Espresso furniture paired with vintage retro accents has become popular in certain buyer profiles. Traditional home furnishings with European roots can be seen within the same market for a different buyer niche. In summary, its more about the buyer profile than it is the region of the country when creating a design theme for a home.

Secondarily…good design is no longer dependant on large budgets. Big box stores have become design sensitive. On the shelves of “Target” buyers can find the latest in house wares, with great style at affordable prices. Ultimately, the lesson is people throughout the country gravitate to good design.

Q: Can you offer us a color forecast for the next couple of years?

Purple will make a comeback. Browns will be bigger than ever. Reds are gone, but taking its place is orange. And, listen to this: we are beginning to see peach reemerge as an accent color. The headliner color for accessories is coral. Greens have always been used, but their popularity is reemerging because of an emphasis on nature and the environment. I predict we are even going to see a return to white walls. I think feminine influences are coming on strong. Colors such as “oxygen” (a pastel aqua) is very soothing and even guys gravitate to it. Black, gray, and tan will still be strong base colors fused with feminine accents. Yellow is this year’s citrus green. And let us not forget color schemes that include pink, a color I thought would never make it in home furnishings.

Q: How do you ensure quality control in the product you deliver?

I think education within a design office is extraordinarily important. Your entire staff needs to understand what is evolving in design, always critiquing their own delivery and own work. A merchandiser must pinpoint style changes and have a system of supervision that creates consistency. He or she must follow up and walk all jobs. The emphasis on quality control needs to be acknowledged within our profession.

Q: What are some of the requests that you hear from builders?

One request I hear from builders is to keep the built-ins and trims used in the home consistent with what is actually available for purchase. Buyers don’t need to be confused as to what comes with their homes.

There is still a real emphasis on upgrade programs. Buyers still need to express their individuality, which they do through options and upgrades. Also, keep in mind that some builders use options and upgrades as buyer incentives.

Q: How has a slower housing market affected your business?

In some parts of the country, builders are closing and consolidating model presentations. In other parts of the country, builders are asking us to spec upgrades and create unique memory points that will draw traffic.

Q: What important lifestyle trends do you think need to be incorporated in today’s merchandising?

Indoor/outdoor rooms are not new, but we’re seeing builders put an even greater emphasis on them, even in colder markets like Indianapolis and Chicago. TV props are disappearing, being replaced with live plasmas and LCDs. Cyber opportunities can’t be maximized. Computers are part of everyone’s life and need to be featured throughout.

Q: Lastly, do your personal tastes affect your merchandising styles, and if so, how?

The buyer is the key to the style and selection. Actually spending time in their shoes can give you a sense of how buyers envision themselves. My personal taste is only relevant in setting the bar, not in choosing a particular style or theme.