March 12, 2020

The situation with COVID-19, or coronavirus, is changing hourly, and with the World Health Organization’s recent announcement of a global pandemic, rippling effects are showing across all industries – including design. KBB talked with designers across the country to find out how they have been affected, and how they are coping now and preparing for future challenges.

Challenges in Stock and Supply

The majority of concern in the industry is revolving around materials that originate in highly affected countries, like China and Italy.

“Materials for kitchen remodeling come from local stock but also from all over the U.S. and beyond,” said Scott Koehler of Whispering Pines, N.C.-based Dream Kitchen Builders. “This means that an item that is specified in a contract might not be available when the project goes into production. There should be some kind of language that covers this in contracts going forward.”

Koehler suggests that in documenting deadlines and estimating project timelines, there needs to be flexibility in terms of unforeseen circumstances. When it comes to working with suppliers in affected countries, it comes down to communication. Chicago-based designer Scott Dresner has been checking on his sources in Italy daily, both for professional and personal reasons.

“I’ve talked to our shippers in Italy and everything is a go; they have not been shut down at our factory in Sienna,” said Dresner, who often sells Italian cabinetry at Dresner Design. While Milan is closed off, other parts of the country are still at 100 percent production. “There’s a lot of cautiousness at the factory, and they are all wearing gloves and masks. We’ve been praying together for the world that this is going away.”

Changing Consultations

Everyone is limiting in-person contact, but that is tricky when your business involves projects in other people’s homes. Designers are innovating and evolving their business strategies when it comes to this issue.

“We are using the situation as an opportunity to experiment with virtual design services,” said Rebecca West of Seattle-based Seriously. Happy. Homes., who added that her firm sent out a newsletter advertising their online services and already received a potential client. “We are offering meetings via Zoom at 45 percent off of what in-person services cost. I’m actually quite excited about the possibilities!”

Since she typically limits her work within a 10-mile radius of her office in northern Seattle, West is hoping this strategy brings her a whole new set of clientele. When it comes to one-on-one with clients in person, at this time West is letting her staff and the client decide if they are keeping or postponing appointments. So far, most clients are keeping appointments.

“We are also starting to get a bit more concerned about visiting clients’ homes, which is a real problem when it comes to measuring,” said Christine Ellis Kosoff, designer and manager of Colorado Kitchen Designs in Denver, Colo. “When clients come in, we exercise caution and wash hands more frequently and sanitize. We also have been sanitizing all the frequently touched areas in the showroom, especially doorknobs and work areas.”

Scott Kaminski, who is the marketing communications and public relations manager for Häfele, says the showroom in Archdale, N.C., is actively monitoring the situation when it comes to events, as well as the supply chain and customer interactions. They are not facing any specific challenges at this point but are putting together plans should things change.

“Much of it really comes down to common sense: Don’t be afraid to ask visitors if they’ve recently traveled to countries or other areas noted by the CDC as Level 3 Travel Health Notice areas,” said Kaminski. “In an effort to continue to conduct business, we’re foregoing larger events and instead focusing on more consultative, scheduled appointments to discuss the projects and needs of our customers.”

Working with Worried Clients

Depending on the area in which the firm is based, designers nationwide are seeing a range of responses from their clients, from business as usual to some cancellations.

“I haven’t felt any effects from clients yet, but suppliers are already putting out notices that production has slowed down and to get our orders in now,” said designer Ariana Lovato of Pismo Beach, Calif.-based Honeycomb Home Design. “I know of some other friends in California that have clients with second thoughts about starting their projects right now.”

Lovato is planning to increase her marketing and focus more on educating clients about a clean and healthy home, since that’s where everyone will be spending most of their time. Focusing on the home as a sanctuary is key in her campaign.

Designer Vanessa Helmick of Fiore Interiors in Portland, Maine, is thankful she started changing her business some when the tariffs began. She has already diversified her vendor list and started educating clients more on the reality of lead times and the intricacies of sourcing.

“I do think our middle-range projects may slow, but as long as real estate holds, our higher end business will be fine,” said Helmick. “We are managing expectations from day one with new projects, and our design work will be more focused on ideal clients, and our retail store will focus more on affordability.”

Going Forward

One of the biggest – and most disappointing – issues at this time are all the design show and event postponements. In addition, several designers are opting not to travel to those that are still happening.

“We have cancelled travel to the larger trade shows, which is saddening,” said Helmick. “I miss the vibrancy of the design community at these shows. Instead I am asking reps to email me the new product info. I am not asking them to travel to me.”

New York City-based Michele Alfano of Michele Alfano Design is especially disappointed that DIFFA Dining by Design and the Architectural Digest Show have been postponed.

“For those vendors participating, I can only imagine what they are going through,” she said.

The situation changes daily, and the design industry will evolve with it. The staff at KBB will also keep the industry updated on event cancellations and postponements.

“At this point, we just take it day to day, and I don’t feel the need to worry – yet,” said West. “If this goes on long enough that people start losing significant income or it dramatically reduces the availability of product needed to actually execute the projects, then we’ll have to get creative again. We’ll cross that bridge when we get to it.”

Event Postponements:

Salone del Mobile, Milan – New dates: April 13-18, 2021
DIFFA by Design, New York City – New dates: July 9 -11
Clerkenwell Design Week – New dates: July 14-16
AD Design Show, New York City – New dates: June 25-28
Kips Bay Decorator Show House New York, New York City – New date TBD
Light + Building, Frankfurt, Germany – New dates: September 27- October 2
The WELL Conference – New dates: August 16-19
Chicago Antiques + Art + Design Show – New date TBD
High Point Market – June 12-14

Show Cancellations:

The Inspired Home Show, Chicago
SXSW, Austin, Texas
New York Tabletop Market, New York City
Westweek, Hollywood, Calif.
Design ADAC
International Contemporary Furniture Fair (ICFF) + WantedDesign Manhattan
Coverings
NeoCon