Join Us for Design Conversations & Panels
Convo By Design has teamed up with designer Julia Wong to create an intimate lounge which will host all WestEdge panel discussions, plus workshops and thought-provoking conversations led by Convo By Design.
Hear from leading names in the design industry on a variety of topics throughout all days of the fair. Programs are complimentary and included in the price of admission (unless otherwise noted below), and seating is first come-first served.
FRIDAY, OCTOBER 19
Brand Development for Designers and Design Firms
presented by Convo By Design and ASID Los Angeles
Grow your brand and elevate your brand development skills. Generate new business with tools that explore four key pillars of Brand Development: Social Media, Client Relations, Audio/ Video Content Development and Brand Identity.
- Social Media- Why is social media important to the brand development of a creative? If the point is to participate in meaningful engagement, the purpose of social media must move from simply posting pretty pictures to defining a series of calls-to-action and testing the efficacy of each.
- Client Relations- If you ask designers or architects, most will tell you their number one source of business comes from “word of mouth.”. While that may be true, WOM is not an organic action. Well executed brand development begets WOM, it’s a bi-product. Explore strategies to influence and “seed” potential clients.
- Audio/ Video Content Development – What makes compelling content? Why does one thing go viral and others don’t. What does your audience want?
- Brand Identity – With these options at your disposal, when do you employ each? A solid brand development strategy uses each of these to move the brand forward in a way that is not only actionable, but can also better test for efficacy. Develop, employ, test, repeat. Anything less is throwing darts.
Moderated by: Josh Cooperman, Convo By Design
Featuring: Lori Dennis, Lori Dennis Interiors; Toby Past, SapientRazorfish
CONVO BY DESIGN – Brand Development Workshop
Featuring Richard Macias and Lori Dennis
You have learned the basics, now is your opportunity to get some feedback and ideas from the group in a post-panel workshop. Bring your brand and company slogan and get feedback from the experts and others creatives who desire a stronger brand presence. Josh, Richard and Lori will be working individually and as a group to help each program participant narrow their focus and build their brand.
Color Mix Forecast 2019
presented by Sherwin Williams
Sherwin Williams has gathered 42 trend colors into a master palette, then arranged them into six unique color personalities, or color journals: Shapeshifter, Wanderer, Aficionado, Enthusiast, Naturalist and Raconteur. Together, the journals are fresh, free-spirited and old-world, drawing inspiration from every corner of the globe extending to the cosmos. The result: an organic and spontaneous palette, with fluid swipes of color that are key for 2019 color and design trends.
Featuring: Michael Plank and Sue Wadden, Sherwin Williams
Sustainable. Timeless. Design.
CEU Number: CEU-105702
Designation: HSW Sustainability
Learning Level: Basic
Subject Code: 2. Interior Design / 12. Sustainable and or/Environmental Design
Now more than ever, sustainability is of critical importance to designers, manufacturers, clients and global brands. A panel of industry experts helps us navigate the core tenets of sustainable design, and why it is inherently timeless. This is an IDCEC accredited course.
Moderated by: Erika Heet, Editor-in-Chief of Interiors magazine
Featuring: Bret Englander, Cerno; Susan Inglis, executive director of the SFC; Kathryn Richardson, VP of sales at Libeco Linens; Whitney Tinsley, director of education at Moore & Giles.
CONVO BY DESIGN – What Do They Want: A Guidelines for the Media and Designers
Featuring Erika Heet and Kelli Ellis
In a time when designers are trying to maximize their time, and finish their projects on time and on budget, they also need to focus on marketing and media coverage of their projects. Editors are always looking for great stories but they are not always the perfect fit for one reason or another. Learn how designers can avoid common (and not understood) pitfalls, and improve their chances of getting editorial coverage.
Global Design Inspiration – Paris Calling!
presented by Luxury Living Group in partnership with MAISON&OBJET
Hear how designers take inspiration from time spent in Paris and other locals around the world to create the most alluring projects, bringing incredible design influences back home. M&O discusses the latest international design trends as seen at this fall’s MAISON&OBJET and elsewhere, and how designers can be most effective at sourcing overseas to deliver the best in design for their clients.
Featuring: Barclay Butera, Barclay Butera Interiors; Kelli Ellis, Kelli Ellis Interior Design
Los Angeles: Rising Star on the Global Stage
Los Angeles is experiencing a global renaissance with projects in development at an all-time high. Los Angeles has always been an incubator of new ideas and the scale of its economy reflects the impact that LA’s brand of creativity and innovation has had on the world. Hear from leading names across disciples from the contemporary art world and fashion, to building/construction, civic planning and real estate, and discover more in depth what’s driving this unprecedented growth and international recognition. It’s an exciting time to be in Los Angeles. We invite you to learn how you can be a part of this thriving epicenter of economic, artistic and cultural proliferation.
Featuring: Mauricio Oberfeld, Owner of Dugally Oberfeld; James Harris, Director of The Agency; Zoltan Pali, Founder of SPF:architects
SATURDAY, OCTOBER 20
The Transformative Nature of Design
Learn how industry leaders are adapting concepts for flexible, transformative design, not only for their clients, but also in their own homes. Joel Turkel of Turkel Design shares experience from his own family home and Living Lab in Palm Springs called Axiom House. To be completed in late fall 2018, Axiom House is a creative ecosystem that showcases the transformative nature of design – the flow between inside and outdoors, its open layout, the potential for each of its rooms to be multi-use – and shows attendees how to replicate such ideas in their own environments.
Silicon Beach Design: The Hub of Design Innovation
The Westside coastal cities of Los Angeles, now dubbed Silicon Beach, have become home to burgeoning tech start-ups and tech giants. With over 700 tech companies occupying Silicon Beach, the demand for office space and housing has grown exponentially. But these techies don’t want to live, work and play in just any environment. Their approach to their surroundings 24/7 mirrors their company philosophies, in which innovation is key. Thus, many turn to the top architects and designers who are breaking the mold in their own fields to create inventive restaurants, offices and homes that are beyond ‘smart.’
Moderated by: Jerri Levi, Publisher, FORM magazine
Featuring: Joe Spierer, president/owner, Joseph Spierer Architects; Anthony Poon, principal, LEED GA, Poon Design; Chris Barrett, Chris Barrett Design; and Christopher Coldoff, studio director and principal, Gensler
CONVO BY DESIGN Multitasking in the Gig-Economy
Featuring Anthony Money, Chief Curator / Executive Director A+ D Museum, Creative Director/ Lead Designer/ Founder – ynotWorkshop, Design Faculty – USC, Editor-at-Large – Archinect
If anyone know how to multi task, its Anthony Money. Join him as he sahres hiw take on multitasking in the gig economy, and discusses how creatives maximize on their skills to do more without burning out.
CONVO BY DESIGN with Dan Brunn of Dan Brunn Archictects
The Modernist revival has announced its presence with authority in LA, characterized by hard surfaces, sharp lines, sharper angles, open spaces and minimal design. Dan Brunn is one of the architects making sure that this revival is not short lived, and discusses his Bridge House project and Flip Flop House. MADE LA MODERN.
Musings x Westedge Boss Ladies
presented by MUSE by Robb Report
Muse by Robb Report’s acclaimed Musings Speaker Series pops up at WestEdge shining a spotlight on dynamic female visionaries, leaders and designers, discussing their passions, their purpose and their respective rise to the top. Join Robb Report Home + Design Editor Arianne Nardo for a conversation with some of today’s most original design talent and uncover what it takes to make it in the industry.
Moderated by: Arianne Nardo, Home + Design Editor, Robb Report
Featuring: Kelly Lamb, Artist, Designer, Kelly Lamb Studios;
Julie Smith-Clementi, IDSA, Creative Director, Rios Clementi Hale Studios and CEO, notNeutral
The Use of Immersive Experiential Design for Holistic Wellness
IMAGE PEOPLE presents a panel of leading UX companies and designers using innovative VR, AR, 8K Film and immersive projection technology to achieve new paradigms in design applications, thereby helping to create a new visual language in holistic wellness and meditation experience design.
Marcie Jastrow, SVP Immersive Media & Head of Technicolor Experience Center; Louie Schwartzberg, Moving Art (Award-winning director, producer, and cinematographer & TED Talks Speaker); Sevak Petrosian, Nexstep Designs; Fiona Hutcheson, SUB(VR)SIVE: WPP GROUP VR & AR Production Company Director of Marketing
SUNDAY, OCTOBER 21
CONVO BY DESIGN Media Mastery: Covering a City From Multiple Angles and Giving Readers, Listeners and Viewers What They Want
Featuring Modern Luxury Group Publisher Chris Gialanella and Modern Luxury Editor-in-Chief Laura Eckstein Jones
With multiple titles, how does this dynamic team cover an eternally changing city like Los Angeles? How do they separate trending from trendy and provide users (readers, sponsors and the subjects of the content itself) with the experience they demand? Learn how to be a creative who contributes to published content yet uses the same lens as the audience.
The Science of Color
How do we respond to color from neurological to cognitive perspectives?
How and why do specific colors inform and trigger our senses?
Why do introverts and extroverts require different colors to remain calm?
Color responses are a part of our evolution, informed through our individual DNA. Color impacts our thoughts, feelings and actions, continually without us even being fully aware of those implications. Gillian Rose, a seasoned interior designer + color scientist, shares insightful data on all this and more. Learn how you can use color to ensure the most positive response to your environment or experience. Color impacts all sectors, A & D, Film, Media, Graphic Design, Fashion … all forms of communication or experiences.
Featuring Gillian Rose, Founder of Gillian C. Rose Design & The Science of Color, www.thescienceofcolor.com
CONVO BY DESIGN Brand Building and Career Growth for Individuals and Firms
Featuring Brian Pinkett, Partner of The Landry Group
Is there an internal struggle raging inside every creative who is also tied to a successful firm? Where do the priorities lie? Which brand is the alpha and which takes a backseat? The idea that both can grow together, equally, is foreign to many, and impossible to achieve for most. Brian Pinkett shares thoughts and ideas relating to symbiotic growth of the firm and the individual in design and architecture.
Be My Guest: The Modern Host
Great entertaining has always been an art form. But for a growing community of people who see their homes as an expression of who they are, the art of hosting has evolved —and impacted everything from retail to travel to, of course, the way we welcome people into our own homes.
This panel discussion will bring together thought leaders from the home design, entertaining, events, and hospitality industries to talk about the present and future of hosting—and what it says about the way we live our lives and view our living spaces.