In Conversation with Amie de Toro

Amie de Toro

As Seen in SNAP Victoria – July 2009

Amie de Toro has recently moved her Interior Design business to Victoria after living and working in Madrid, London, New York, Lima and Buenos Aires. She has an exquisitely refined sense of style and has been featured in Elle Décor, House and Garden as well as Metropolitan Home. Amie has also developed a stunning line of home accessories that did very well during her time in New York after graduating from the Parsons School of Design.

Amie was born and raised in Peru and I am absolutely ecstatic to have an introduce a fellow talented, Latin interior designer here on the island, someone who can speak my native language and share my passion.

Iván Meade - What is your favourite design find?

Amie de Toro – My favourite design find is a Bauhaus like coffee table that I purchased many years ago in my first ever flea market venture in NYC.

Ayacucho – Buenos Aires

Photograph courtesy of Amie de Toro

Iván - Why is it important to you?

Amie de Toro – This piece marked the beginning of an era for me and the discovery of one of my favourite pastimes of all: strolling down the jammed aisles of flea markets.

Vignettes Oak Bay Residence – Victoria, Canada

Photograph courtesy of Amie de Toro

Iván - How does this item reflect upon your personal design philosophy?

Amie de Toro – I like objects that are relatively simple in form yet are temperamental in spirit. This Bauhaus like table with its pure lines and clarity of shape stays within the context of function, striving for elegance and character.

Oak Bay Residence – Victoria, Canada

Photograph courtesy of Amie de Toro

Iván Meade – What was your first experience with design?

Amie de Toro - I was five years old when I first travelled abroad. My family had planned a trip to Caracas, Venezuela. I remember the moment I set my eyes in the city, I became absolutely captivated by the site of houses and buildings that seemed to be suspended on mountains of exuberant tropical vegetation. After that trip, I spent the following year obsessively drawing all but little houses of all shapes pending from an ocean of wild greenery.

Oak Bay Residence – Victoria, Canada

Photograph courtesy of Amie de Toro

Iván Meade – We share a common bond with our Latin background. How have you found your heritage has influenced your style?

Amie de Toro – When I think of my heritage it comes to my mind vibrant and bold colors in the form of rich and intricate fabrics made by the natives in my country town Peru. I love color in abundance. Color has the most accessible and uplifting effect I can think of. I believe we should all indulge in color and stay away from being shy when using it.

Woodhouse Boutique – London

Photograph courtesy of Amie de Toro

Iván Meade – Who or what else has influenced your style?

Amie de Toro - I cannot think of something or someone specifically. However, having lived and having been exposed to such diverse cultures and people throughout my life has certainly had an impact in my approach to design: I like layering varied and sometimes opposing elements that don't necessarily come from neither the same period of time nor the same corner of the world.

Bulnes – Buenos Aires

Photograph courtesy of Amie de Toro

Olivos – Buenos Aires

Photograph courtesy of Amie de Toro

Ayacucho – Buenos Aires

Photograph courtesy of Amie de Toro

Iván Meade – How would you describe your style?

Amie de Toro – To me it's more about connecting different pieces that share some element and trying to find a shared quality. For example, a 18th century Moroccan hand weaved rug that has got its daintiness to it can live next to a Barcelona chair that has its own daintiness. The two share a quality and work together beautifully. I love the eclecticism of combination.

Amie de Toro

Iván Meade – What are you excited about right now in the world of design?

Amie de Toro – It is interesting to see how environmentally friendly design has become more desirable and more doable. My sense is that there has been a dramatic leap in interest in sustainability and in the knowledge of it. Through global efforts we can now attain stylish, affordable and contemporary design that is yet responsible to the environment.

Oak Bay Residence – Victoria BC

Photograph courtesy of Amie de Toro

Iván Meade – What do you consider to be your greatest strength and your greatest weakness?

Amie de Toro – I believe I bring an international and broader perspective into design. Having lived and worked in different environments has given me a quick eye and a deeper understanding of what the design trends and preferences are for each particular region and groups of people. My greatness weakness? Working in pastel tones.

Oak Bay Residence – Victoria BC

Photograph courtesy of Amie de Toro

Iván Meade – What do you think is missing in the style/homes of Victoria?

Amie de Toro – People are becoming more keen in quality and innovative design here in Victoria. However, it will be nice to see a bit more of boldness and confidence in the approach to design.

Oak Bay Residence – Victoria BC

Photograph courtesy of Amie de Toro

Iván Meade – What is your next design venture?

Amie de Toro – Since 2001 I have been developing a line of high end home accessories that are manufactured in my hometown Peru. My aim is to introduce and sell my designs in home boutique stores along Canada. The collections embody a unique mixture of urbane, contemporary design and traditional craftsmanship. One of the most rewarding aspects of this job is the chance to help artisans in my country whose work is disappearing as a consequence of the influx of inexpensive, mass produced goods.

Maga Sabao by Amie de Toro

I invite you to discover Amie de Toro’s work

AMIE DE TORO

Ivan Meade is a local designer and principal of Meade Design Group, a multidisciplinary interior and graphic design studio in the heart of downtown Victoria – www.themeadegroup.com

My Ten Favourite Outdoor Accessories

Summer is here!  Yeah! Yeah! and another Yeah!

 

The sun is bright and everybody wants to enjoy the outdoors.  Here is a list of my 10 favourite outdoor accessories for the season.

 

Which one is your favourite?

 

Floor Fireplace by Blomus

Designed by Flöz Design

Available at Gabriel Ross

 

Solea Sundial by Blomus

Designed by  Ralph Kondermann

Available at Gabriel Ross

 

Horseshoes Game Set

Available at Restoration Hardware

 

Viento - Pinwheel by Blomus

Designed by Susanne Augenstein

Available at Gabriel Ross

 

Wireless Outdoor Porable Speaker

Available at Restoration Hardware

 

Bola – Garden Globes by Blomus

Available at Gabriel Ross

 

Amalfi Square Lanterns

Available at Restoration Hardware

 

Fire Basket by Blomus

Designed by Fried Ulber

Available at Gabriel Ross

 

Royal Botania Wave Hammock

Designed by Erik Nyberg and Gustav Ström

Available at Gabriel Ross

 

Royal Botania Ninix NNX90

Available at Gabriel Ross

 

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Examining the Value of a Solid Graphic Identity and Marketing Strategy During a Recession

There is such a difference between cost and value that people are not always willing to acknowledge during trying economic times. I think this is a perfect time to examine the value of a solid graphic identity and marketing strategy with my readers. Not only as promotion for my own business - I would prefer it if this post can be a resource to help businesses in difficult times - but as a quick lesson that shows the general public the significance of what a graphic designer can do for their business.

 

Graphic Identity for Meade Design Group

 

It is very common for businesses to reduce their marketing and graphic work to cut costs and overhead when income is not being produced as steadily. However this can greatly affect your business in negative ways; your graphic image is how others recognize you and look at you in a professional manner. If your image begins to slip, others may view this as a weakness in the company's professionalism and that you may not be as productive or resilient as you once were.

 

 

Graphic Identity for The Design District

 

 

Furthermore, while other businesses around you are cutting these costs this is the perfect time to make your business stand out from the crowd and to elevate your image and professional package above the competition. It is important for your customers to know that they can trust in you and your business in the years to come, remember: it's not always just getting the clients attention with your graphic image, it's keeping their attention, trust and interest.

 

Advert for Luxe Interiors

Designed by Meade Design Group 

 

This is also the perfect time to approach a designer or public relations representative as many of them are being cut from your competitor's budgets. They may have special rates or packages available while trying to gain a larger client base, this is the case particularly for return clients.

 

 

Graphic Identity for Sprouts

 Designed by Meade Design Group 

 

Graphic Identity for Queenswood

 Designed by Meade Design Group 

 

In situations like these it is also those companies that expand and try things that are outside of the box that will succeed; your graphic designer or marketing team may be able to come up with unique ways to help possible clientele find you. Often times there are various inexpensive advertising methods that are grossly overlooked although proven very successful for those who are willing to try. They may also be able to help you brainstorm limited time offer packaged services that may get you clients that never thought they could afford you. These clients will be very excited to have their opportunity and will most likely return once this offer is gone.

 

Labels and Ribbon for Finn & Izzy

Designed by Meade Design Group

 

Ad for Finn & Izzy

Designed by Meade Design Group

 

This is also a very important time to make sure your website is current, accurate and easy to navigate. Technology is always on the rise and you may be surprised to find out how much business is now generated over the world-wide-web.

 

Business Card Design for Tafe Measure

Designed by Meade Design Group

 

If you are a retailer you may want to consider upgrading your website to accommodate online purchases (e-commerce). Your customers are busier than ever and often turn to the internet to save gas, time and money - help them find you with a website that is easily found by search engines and makes it easy to shop from the comfort of their own home. This is also helpful to you - business is much more cost-effective when done on-line; there is no staff to pay but you can remain open for 24 hours a day, 365 days a year and are available to possible customers around the globe rather than being restrained to your own town.

 

Running with Scissors Promotional Items

Designed by Meade Design Group

 

 Running with Scissors E-Commerce Site

Designed by Meade Design Group

 

Website for Kimberly Williams

Designed by Meade Design Group

 

Website for Eva Campbell

Designed by Meade Design Group

 

If you are a service based company, ask your web developer to check on the efficiency of your website: how well the search engines find you, how many people come to your site versus how many contact you from it and what pages they visit. This is very valuable information as to what is working for you and your business. Also be sure to maintain a current portfolio and if possible, change your welcome page often to keep visitors coming back to see what is new and exciting with your business.

 

Letterhead design for Kimberly Williams

Designed by Meade Design Group

 

All in all, please be sure never to underestimate value over cost, if you invest and trust in a solid graphic identity and marketing strategy you are sure to reap an abundance of rewards.

 

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In Conversation with Alexandra Von Furstenberg

Alexandra Von Furstenberg

 

The name “Von Furstenberg” is synonymous with aristocracy, high-end design and fashion but Alexandra von Furstenberg is making her mark with her own collection of limited edition home furnishings that have dazzled design-geeks, consumers and critics alike. Alexandra’s 2008 collection was comprised of modern, light reflecting acrylic with high-impact, bold, neon-coloured edges. The 2008 collection was fun and pop-inspired with clean lines and a modern take on the art-deco style.

 

The 2009 collection from Alexandra von Furstenberg has similar lines to the previous collection but takes on new life with masculine, strong and sultry colours, reminiscent of gunmetal or a beautifully applied smoky eye. It is a more elegant and classic take on the fun, pop-colours of her previous collection and in combination with some new pieces with more rectilinear forms, these pieces are a real treat for homeowners with a more subdued or dramatic home.

 

 

Alexandra has a very strong background in the arts, she attended both Parsons School of Design and Brown University, majoring in costume design and art history. She began a career as Creative Director and later as Director of Image for her mother in-law, International fashion designer Diane von Furstenberg and decided to change her focus to interiors in 2006. Her exclusive collections have been very well-received and are continuing to grow and thrive. Alexandra’s her work has graced many magazine pages and high-end homes, we can’t wait to see what she’ll come up with next.

 

Please read on to find out more about this talented designer…

 

Iván Meade – What was your first experience with design?

Alexandra von Furstenberg – My first experience was designing costumes for the drama department at Brown University. My fashion portfolio continued as I worked alongside my mother-in-law for ten years. This unique experience in fashion was a great segue into a personal passion for designing my own living spaces. It was a natural transition into product design, beginning with the launch of the AVF collection in 2008.

 

  Gangster Console by Alexandra Von Furstenberg

 

Iván Meade – Who or what has influenced your style?

Alexandra von Furstenberg – The style of my current collection, Voltage, was influenced by 1940s Art Décor, Hollywood glamour mixed with 60s retro, and a space odyssey, futuristic vision.

 

Bullet Cocktail Table by Alexandra Von Furstenberg

 

Iván Meade – How would you describe your style?

Alexandra von Furstenberg – My style embodies the sleek, modern lacquered design seen in both my 2008 and 2009 collections. The chic, elegant lines of the furniture and accessory pieces are matched with quality craftsmanship.

 

M-!6 Cube End Tables by Alexandra Von Furstenberg

 

Iván Meade – What designers of past and present do you admire most?

Alexandra von Furstenberg – There are so many designers I admire, but if I have to call out a couple I would have to say Pierre Cardin - Although he was most known for his work in fashion, he was so innovative during his short career in furniture design. Also, Charles Hollis Jones for being a pioneer in Lucite in the early 70s.

 

Revolver Occasional Table by Alexandra Von Furstenberg

 

Iván Meade – What do you consider to be your greatest strength and your greatest weakness?

Alexandra von Furstenberg – My strength lies in the creative process and being able to bring my vision to three-dimensional form. The greatest challenge for me is to stick with my designs even when they are misunderstood.

 

Blacksmith Desk by Alexandra Von Furstenberg

 

Iván Meade – What was the transition like from fashion to interiors? Was it difficult to remove yourself from your successful career at Diane von Furstenberg?

Alexandra von Furstenberg – The creative process in fashion and interiors is very similar in that your sense of style is all around you - not only in the way your dress, but also in the way you decorate your home. It is a form of lifestyle. Of course it was difficult to walk away from a successful career in fashion, but it was a transition I was ready for.

 

Soiree by Alexandra Von Furstenberg

 

Iván Meade – What compelled you to move into interiors from fashion?

Alexandra von Furstenberg – It was a natural progression for me.

 

Axel Desk by Alexandra Von Furstenberg

 

Iván Meade – What books are currently on your bedside or coffee table?

Alexandra von Furstenberg – Frank Lloyd Wright: Complete Works and Helmet Newton are on my coffee table and by my bed I have Conversations with God.

 

XOXO Table by Alexandra Von Furstenberg

 

Iván Meade – What attracts you to acrylic as your medium of choice in your designs?

Alexandra von Furstenberg – I felt that acrylic had been so misunderstood and misused. I wanted to give it the design credit it deserved.

 

Sledge Cocktail Table by Alexandra Von Furstenberg

 

Iván Meade – What are you excited about right now in the world of design (this can be both fashion and interiors if you would like)?

Alexandra von Furstenberg – Consumers seem to be less conservative than they once were, leaving room for diversity.

 

Bootleg Trays by Alexandra Von Furstenberg

 

Iván Meade – What piece has given you the most satisfaction?

Alexandra von Furstenberg – It’s not really a particular piece, but the collection as a whole. When I launched my first and then second collection, the satisfaction of seeing all of my work come to life was indescribable. It was the birth of my brainchild, so to speak.

 

Blindfold 4 Panel Screen by Alexandra Von Furstenberg

 

Iván Meade – Do you have a signature detail or design mantra that you apply to all of your pieces? If so, what is it?

Alexandra von Furstenberg – Each design in my collection features the lip logo on a numbered, dated and signed plaque. In a sense, the pieces become functional art. As for a design mantra, the words Fearless hang in my Los Angeles showroom. I think it is the strength behind these words that drives my creative force in this challenging industry.

 

Trillion by Alexandra Von Furstenberg

 

Iván Meade – What is your next design venture?

Alexandra von Furstenberg – I hope to someday grow AVF into a full blown lifestyle brand, reaching all levels of design.

 

Sledge Cocktail Table by Alexandra Von Furstenberg

 

Iván Meade – Lastly, you have already created stunning collections of furniture and accessories that show your talent and growth as a designer. What would you like your legacy to be?

Alexandra von Furstenberg – To continue to have collections that adapt to the changes in consumer’s lifestyles – from their homes, to their clothing, and their technology. I also hope to evolve in the same way, as a designer.

 

ALEXANDRA VON FURSTENBERG

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My ten favourite pieces from AB Interiors

If you have not read the comment from AB Interiors in my last blog entry, you may not now how I was encouraged to post an entry about their product line (in the friendliest way of course!).

However, once I took a look at their online store I was excited to find all of the pieces I would need for my dream summer cottage. I would love to own a cozy place by the sea filled with rustic, Belgian inspired pieces for a casual yet elegant place to get away from work and busy downtown Victoria.

Take a peek below to find some of the highlights I would need to include in my dream cabin…

 

Which ones are your favourite pieces?

 

Large Wood Chandelier

 

Wood Canister

 

Finial Book Ends

 

Malaga Dining Table

 

Pacifica Ottoman

 

Versailles Sheets

 

Bamboo Flatware

 

Barrington Table Lamp 

 

Chachepot Basket

 

  Pacifica Lounge Chair

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In Conversation with Russ Heinl

Russ Heinl is a very talented well-established photographer. His main subject matter is aerial and architectural photography plus a totally new and different direction he has gone in: black and white medium format photography.  Over the last 16 years Russ has had 11 aerial books published including: Over Beautiful British Columbia, Over Canada and Portugal An Adventure of Discovery.   He is definitely one of the best interior photographers on the West Coast.

 

Vancouver Library

Photograph courtesy of Russ Heinl

Architectural

Photograph courtesy of Russ Heinl

 

I strongly encourage you to check out his websites [www.HeinlAerialPhotography.com and also www.RussHeinl.ca] for yourself and to read on to learn more about this talented local photographer.

 

Bamberton

Photograph courtesy of Russ Heinl

 

Iván Meade - When did you first get started in photography? 

Russ Heinl -  I still recall the day, I was 19 at the time when my girlfriend (now my lifelong friend and wife of 37 years) bought me my first camera as a gift.  I started taking pictures later that same day and since then have never stopped.

 

Dallas Road

Photograph courtesy of Russ Heinl

 

Iván Meade - What is it about photography that interests you as an artist?

Russ Heinl – It is the ability to capture an image that reflects how I am seeing and feeling the subject.  Perhaps my favorite photographic quote will serve as a good example of this:   “There are always two people in every picture:  the photographer and the viewer” – Ansel Adams.   The photograph allows me to share this moment with others.

 

Elk Lake

Photograph courtesy of Russ Heinl

Sidney

Photograph courtesy of Russ Heinl

 

Iván Meade - Where do you draw your inspirations?

Russ Heinl – Two places.   One comes from the subjects themselves.  When you connect with your subject you feel inspired, it just feels right and the photography falls into place naturally.  The second comes from enjoying other photographer’s work, certain images really connect with me and I get a great deal of pleasure from looking at them, they inspire me to get out there and get photographing.

 

Machine

Photograph courtesy of Russ Heinl

 

Iván Meade – Who has influenced and motivated you the most?

Russ Heinl – As for influenced, nobody makes me want to take better photographs more then Ansel Adams.  No matter how many times I look at his work it never ceases to amaze me how perfectly he has captured the moment.  His composition is impeccable!

And as for motivation there are two gentlemen who have truly motivated me and given me the confidence to move forward with my work.

The first is Ted Grant, Canada’s premier living photographer with a career spanning 55 years.  The National Archives of Canada have a dedicated “Ted Grant Photo Collection” and he is the only photographer to hold both Gold and Silver medals from the National Film Board of Canada.

About 19 years ago I humbly and somewhat nervously approached Ted requesting he review my portfolio and offer his frank opinion on my work.  From our first meeting Ted has always been very supportive and encouraged me to get out there and work hard and to not be afraid to pursue my dream. Over the years and from time to time I would show him my progress and our relationship and my confidence grew from there.  Thanks Ted!

Robert Bateman is one of Canada’s national treasures and he needs no introduction.  When my first book “Where The Eagle Soars” was nearing completion I contacted his office requesting he review my work with a request for him to write the foreword to the book.   Eventually the two of us connected, he liked the photography and he did write the foreword, we even ended up working together on a west coast lighthouse project we both had an interest in.   Robert has encouraged me as an artist but more importantly his philosophy that “composition is everything” has greatly influenced and guided my approach to photography.  Thanks Robert!

 

Winter Snow

Photograph courtesy of Russ Heinl

The Oriental Hotel

Photograph courtesy of Russ Heinl

 

 

Iván Meade – In what direction has your photography moved?

Russ Heinl – A good question as I feel I have come full circle now.  As you know I am well known for my aerial and architectural work and like many photographers have been making my living in the commercial world shooting 35-mm digital color images.  More recently I felt an urge to get back to my photographic roots.  Simply put I needed to get back to making photographs again, not just taking them.

So now my artistic side is experiencing a renaissance from shooting black and white images on my medium format Hasselblad film camera.  The camera is totally mechanical, the image is square and it takes time and a degree of skill to operate.  By its very nature it makes you slow down and think about what you are doing and to really give serious consideration to the composition.

 

Winter Snow

Photograph courtesy of Russ Heinl

 

Iván Meade – Do you have any new projects coming up in the near future?

Russ Heinl – Yes there is a new and exciting project in the planning stages now.   I’ve partnered up with the British Columbia Cancer Foundation (BCCF) and a corporate sponsor to launch a solo art exhibition of my black and white photography that will be a fundraiser event for the BCCF later this year.   Robert Bateman has graciously agreed to write the introduction to the show for us.

 

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Eye Candy of the Week – Calvin Klein Fabrics

Yesterday I received the new 4 fabric books from the Calvin Klein Home collection by Kravet – a must have in any interior designers library.

VANUATO – DRIZZLE

77% COTTON, 17% VISCOSE, 6% LINEN

The collection has been under development for the past 18 months and the results are quite astonishing. This week we will have more than one eye candy – it is really hard to choose only one fabric for this section.

The colours are the classic Calvin Klein – Sophisticated hues of Tusk, Bark, Pyrite and Arctic tones “all easy to live with colours”

FORUM – BISQUE

78% RAYON, 20% POLYESTER, 2% COTTON

DAPPER – PORCINI

65% VISCOSE,19% COTTON,16% POLYAMIDE

SENTO – POND

44% COTTON,39% VISCOSE,17% LINEN

SHIBORI – ANTIQUE

63% COTTON, 37% RAYON

DEBUT – PEARL

68% SILK, 32% ACRYLIC

PRODUCT
Calvin Klein Fabrics

DESIGNER
Calvin Klein

MANUFACTURE
Kravet

MATERIAL
The fabrics range from solids, luxurious textures, silks, waxed linens, embroidered linens, velvets, silk/mohair and luxurious cashmere.

YUMMY FACTOR
C’est exquis !

All the fabrics are available through Meade Design Group

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