Much has happened in the decade since designer Fu-Tung Cheng graced the May 1999 cover of K+BB (or KBB, as it was known back then). At the time, Cheng had just launched his high-end range hoods and Geocrete countertops through his Cheng Design Products division, and was slated to keynote at K/BIS—hence the cover story. Recently, K+BB checked in with the designer, and 2006 NKBA Hall of Fame inductee, to see what he's been up to and perhaps share in the wisdom he’s gathered from the changes that have occurred in his career as well as in the industry. Does he have any tips? Yes, as it turns out.

• Find the right model. At the time of the article in 1999 Cheng had raised sufficient funds to launch his concrete and hood product lines, but he soon discovered that his dream of transforming the country one concrete countertop at a time through high-end kitchen and bath design showrooms needed adjustment. "The countertops were too heavy and too cumbersome to ship unless someone was willing to pay a premium, which limited the number of people who could afford them," he said. In addition, when they arrived, there were few or no installers who had experience with handling highly finished concrete. Consequently, perfect pieces were returned because of on-site rookie installation errors, and "I would take heavy losses on jobs," Cheng said.

• Go green. All came to a head in 2004, when, low on cash, Cheng was urged by his financial backers to close the doors on his products division and focus on his design practice. Instead, a  "local-farmer-producing-local-food" strategy emerged paralleling the "think globally, act locally" movement. He borrowed money to re-invest in this new business model for his concrete countertops—a model he had hatched as a result of writing Concrete Countertops: Design, Forms, and Finishes for the New Kitchen and Bath (Taunton Press, 2002), a kind of hybrid design/how-to book based on his kitchens. "I began thinking that if more professionals created countertops locally, it would not only be better for the market as a whole and kitchen and bath dealers specifically, but it would create a smaller carbon footprint than any other countertop material to boot."

• Build a network. Thus was born an online business of providing materials and tools to fabricate concrete countertops. He then established a training facility that to date has taught some 2,000 professionals and amateurs to make not only countertops but also walls, fireplaces and other architectural features. These efforts, as well as a website and design competitions, established a nationwide network of skilled artisans versed in good kitchen design (accessible at www.chengconcrete.com). Of course, a Cheng Geocrete original is still available for those who desire one, but now, thanks to his network, designers and consumers alike can easily find a professional to receive and install it.

• Understand price point and scale. As to his range hoods, Cheng experienced some success in having his designs carried by a handful of showrooms, as indicated in the article 10 years ago. But here, too, the realities of distribution set in. Although his hoods were on display, he could not compete with the large manufacturers who sold in volume and offered incentives to salespeople who pushed product. "I was this little boutique company and because we were doing the hoods one at a time, the cost was very high," said Cheng, whose line ranged from $5,500 to $16,000. "People love the designs, but the market is small."

• Consider licensing. In 2004, the market for hoods designed by Cheng began to expand, thanks to a licensing agreement with Zephyr Ventilation. The company launched the Cheng Signature Collection, a line of five hoods whose striking designs, more modest price point and nationwide distribution channels made them more affordable. Naturally, designing for mass production required some adaptations and flexibility. "You have to use a certain filter and certain lights that are already available, and there are processes such as hand-welding stainless steel that must be limited to hold down costs," Cheng said. "You have to work within these parameters and then create something that's uniquely yours." Evidently, he adapted well, as his Zephyr island hood, "Trapeze" received a Good Design Award from The Chicago Athenaeum: Museum of Architecture and Design.

• Be yourself. If you ask Cheng for the secret to his success and longevity in the kitchen and bath world, his answer may sound vaguely like that old adage, "Be true to yourself." "Styles and trends come and go, just as designers will suddenly make a big splash and then fade," Cheng said. "It's hard to qualify my own work, but others have used the word 'timeless' to describe what I do." Although he admits that he doesn't always "get it right," one could attribute the enduring appeal of his work to a willingness to challenge current trends, as well as himself. Cheng noted, "I don't go to extremes, but I do try to push the limits."

• Diversify. It also helps that his practice has moved beyond kitchens and baths to take on work of all scales—from whole house design to retail shops, from trade show exhibits to product design. His portfolio of product designs now encompasses two sinks by Elkay, as well as a new cabinetry line for Tonusa. Last year saw the completion of House Six, a custom cast-concrete home that was honored with an East Bay AIA Citation Award for Exceptional Residential Design, but Cheng credits his versatility to his hands-on involvement with kitchen design. "The kitchen relates to the psychology of community and connects to people emotionally," he said. "It's also where so many practical things happen: cleaning, prepping, cooking and entertaining. You're constantly thinking in those terms and trying to see how much function and visual appeal you can squeeze into that small space. Kitchens force you to consider space design and product design simultaneously—scale doesn't matter. Once you understand this, you can expand or contract and design anything at any size."

• Stay grounded. Maintaining work/life balance is critical, and on this front, the designer mentions his lifelong practice of Tai Chi, which is about "being in your body and in the moment, while everything drops away." Last but not least, there's also the grounding force of parenthood. "I think being 50 and having a child is really sweet," he said, "because I'm very appreciative of how time passes, how fast it passes and who matters."






_{[1] House Six, a custom cast-concrete home that was honored with an East Bay AIA Citation Award for Exceptional Residential Design. [2] One of Cheng's sink designs for Elkay [3] Cheng's Padova range hood for Zephyr Ventilation [4] Designed by Cheng, Tonusa's line of modernist, moderately priced cabinets for the builder market as well as for kitchen showrooms.}


FAST FACTS 1999-2009:

Then:
• Owner of a small, profitable, award-winning residential design office practice catering to mostly high- and medium-end kitchens, Cheng launches Cheng Design Products, Inc. with capital raised from clients. The business plan is to design, produce and license designs of residential products, such as hoods, furniture, cabinetry and countertops.

• He begins selling custom Geocrete concrete countertops and hoods to kitchen and bath showrooms across the country. Despite anticipated gross sales, Cheng Design Products, Inc. experiences slow growth and an unexpected burn rate. As a result, it comes dangerously close to running out of cash by the fourth year. Cheng's design projects provide life support for products division.

• Cheng completes Concrete Countertops: Design, Forms, and Finishes for the New Kitchen and Bath (Taunton Press 2002). An initial printing of 15,000 copies sells out in six weeks. The book goes on to sell more than 200,000 copies.

• The website, www.chengconcrete.com, launches to sell countertop-making products to DIY homeowners and professionals interested in starting their own businesses. Cheng also begins training in countertop making and design and eventually establishes Cheng Concrete Academy.

Now:
• Cheng's design practice expands to landscape and commercial spaces, as well as specialty work such as meditation temples and museum projects, as well as full residential projects. Kitchens comprise less than 50 percent of projects.

• In 2004, Zephyr Ventilation signs agreement to license proprietary new hoods designed by Cheng specifically to reach a broader market. The Cheng Signature Collection offers hoods ranging in price from $1800 to $5000. The Zephyr hoods are distributed nationwide through large appliance distributors and dealer networks. The collection's Trapeze island hood wins Chicago Athenaeum Good Design Award.

• Cheng's custom countertop and specialty concrete business grows to more than $500,000 in sales. A DVD on concrete countertop making is released.

• Second book is written and published in 2006; Concrete At Home sells more than 50,000 copies in two years.

• Chengconcrete.com receives 55,000-65,000 visits each month and lists approximately 300 professional concrete countertop contractors, most of whom are trained at the Cheng Concrete Academy. The site serves as a resource for kitchen and bath dealers, as well as homeowners seeking local, trained professionals for concrete counters.

• Cheng Concrete Academy trains more than 1,500 contractors, builders, carpenters, as well those seeking a new career, in six-day intensive, hands-on advanced workshops limited to 15 students per class.

• In 2005, K+BB magazine names Cheng one of the 50 most influential people in the past 50 years in the kitchen and bath industry for its 50-year anniversary issue. In 2006, he is inducted into the Kitchen and Bath Hall of Fame

• In 2007, Cheng signs licensing agreement with Elkay to design a line of new, signature sinks. "Cascade" and "Ripple" are launched in 2008 and 2009. In 2008, he signs licensing agreement with Tonusa to design a completely new line of modernist, moderately priced cabinets for the builder market as well as for kitchen showrooms. The cabinet line debuts at the International Builder's Show January 2009.

• In 2008, House Six, a custom, concrete cast home wins East Bay AIA merit award for design.

• In 2009, Concrete Countertops Made Simple is released, along with a DVD, and targets the DIY market promoting "local material, local craftsman, low carbon footprint."




_{Cheng's sketch of the Padova hood, created for Zephyr Ventilation.}