Opening Our Eyes to the Possibilities of 2009

"The real voyage of discovery consists not in seeking new landscapes but in having new eyes." Marcel Proust

2008 is almost over. Can I hear a 'hellya'?!

"Fresh Eyes" ~ Although painful, the challenges we have been presented in 2008 have helped us all approach each day a bit differently, and with purpose. In the home building industry, we are all 'Doing more with less'. We have eliminated the unnecessary, and raised our eyes to focus on the biggest opportunities and the fastest returns. I would venture to guess we are all smarter, leaner and more efficient, and absolutely more customer focused than we have been in a long time. That can't be a bad thing in the long run.

"Leaders keep their eyes on the horizon, not just on the bottom line." Warren Bennis


2009 will bring continued challenges ahead for us in the home building industry, but also a great deal of opportunity. The bottom line, we have hopefully all learned from Albert Einstein, who defined Insanity as "Doing the same thing over and over again and expecting different results."

2009 Opportunities include approaching existing home buyer groups differently; from how we sell to female and Hispanic home buyers, for example, to the product offerings and options we offer to differentiate your home from the next builder's. Green building products and practices and indoor air quality will continue to become more important as the consumer becomes more educated.

Emerging home buying groups, like the graduating Generation Y multi-family group and Move Up but Scale Down baby boomers will offer new opportunities for those of us who can change our approach, our product offering, our option catalogues and the fundamental way we relate to the home buying consumer.

"You cannot depend on your eyes when your imagination is out of focus." Mark Twain

The biggest opportunity for all of us is to continue challenging ourselves: reinventing, focusing on what is most important, and keeping our eyes up. In yoga, we are told that our posture and our body will follow our gaze. After learning all we can from 2008, let's turn our eyes forward, and upward, to make the most of 2009. We are all smarter than we have ever been. We can do this!

Thanks so much for your readership this year. Congratulations on everything you have learned and applied and on your personal and professional growth in 2008.

Happy New Year.

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Stop by and meet Krisann at IBS, in the Hearth and Home Technologies booth.

International Builder's Show

Las Vegas Convention Center

January 20-23, 2009

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

'Green' and Baby Boomer Women - Free Phone Seminar Monday 12/8

The National Association of Baby Boomer Women is hosting a free phone seminar on Monday, 12/8/08 at 3pm EST. Diane MacEachern, author of Big Green Purse: Use Your Spending Power to Create a Cleaner, Greener World, will be offering listeners tips and guidelines for reducing their environmental impact during the holidays. She'll also cover topics such as green gifts to consider, holiday lighting, going organic--and not just for your foods, but for wines, beers, and other beverages. This teleseminar covers your entire holiday season, right down to the Christmas tree, and of course, the post-holiday season. There will be something for everyone searching for ways to be "eco-friendly!"

Monday December 8th, 3pm EST

Call 1-712-580-7706

Conference Code 1735162

The female baby boomer is the single most powerful group in US purchasing power. Listening in to the seminar may drive thoughts about better ways to speak to green in the new home sales process, and to meet the needs of this consumer in general.

The Big Green Purse is designed as a resource guide, guiding women how to 'Use your spending power to create a cleaner, greener world." Great resource, great reading!

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Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

European Kitchen Design Review

Mix of Natural Wood With Stainless Steel and Laminate - Zurich

Many of you know about my recent trip to Europe, including Amsterdam, Zurich, Lucerne and Milan. I brought back photos of kitchens that emphasize some common design elements. Enjoy!

Stand outs to me included:

• Mix of man made/technical materials with organic naturals
• Clean Lines
• Smaller footprint
• Use of graphic elements emanating from nature
• Key focus on great lighting

Graphic design elements and terrific lighting

Graphic design elements - etched glass room divider

The jury is out on this chandelier...

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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor and lifestyle trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Options Magazine Article - Selling Through Experiences and Connecting With Your Customer

Options Magazine is one of the respected trade publications for the home builder design center audience. In the new edition, check out the article on page 20 that reviews selling through experience, and the differences of shopping patterns by gender. In the home design center environment, we must adapt our selling style to best meet the needs and buying behavior of the homebuyer.

Read the article here by clicking on the cover image of the new edition. Subscribe to electronic mailing of new future editions here (free of charge). For those of you who received a printed copy this week (hopefully few of you in this green focused environment), the issue went to press with several editing errors, you will find a clean copy of the article on line for printing and forwarding.
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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor and lifestyle trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

What Happened To The Jones' ?! - Selling Options to the 'Simplifier'

Hello all - This post is coming to you from Europe, where I am taking great photos to show you design influences from Amsterdam, Zurich, and tomorrow, Milan.... New post very soon!

Perfect for the Simplifier Consumer Interested in Experience and Design

Heat & Glo's Contemporary Fireplace

Red 40

The October Harvard Business School review features an article by Harvard professor John Quelch on the new breed of consumer – the middle-aged Simplifier.

This new consumer can be recognized by her refusal to ‘buy-in’ to the conspicuous consumption so popular in the 90’s and early 2000’s. John Quelch calls out the following characteristics:

Downsized- The simplifier perceives that they have more ‘stuff’ than they truly need, and looks to downsize and simplify.
Experiences- The simplifier seeks to add to life through rich experiences, not possessions. Dining out, foreign travel, spa experiences, learning a new sport, activity or hobby all fit the desires of this emerging consumer group.
Possessions– They are embarrassed by their possessions, especially those flagrant indicators of their wealth.
Wealth– Although this group is self assured in their wealth, they remain comfortable leasing their car, renting a vacation home, and no longer feel it necessary to amass possessions.

John Quelch tells us empty-nester baby boomers make up a large portion of this group, already trading in their large SUV’s for a Prius. They seek detail and architectural character in their new homes, and even special spaces to display a few carefully chosen items from their life ‘experiences’, be it travel, or painting lessons. They seek low maintenance, smaller spaces. From a design perspective, we see this consumer seeking clean, modern minimalism.

While this consumer is downsizing, they are not downscaling, and they value quality over quantity in goods. High end finishes and new home add-ons such as wine storage, closet organization, and luxury spa bathrooms will reach this consumer. Adding additional fireplaces in the home add to the ‘experience’ for this consumer, be it in the kitchen, bedroom or bathroom. Sarah Suzanka’s now 10 year classic “The Not So Big House” becomes even more of a guide in creating a finely crafted and well designed home interior that will satisfy this consumer.

John Quelch points to EBay and the internet as the high tech equivalent of a yard sale allowing these consumers to rid themselves of unnecessary things and start fresh.
The October 2008 issue of Details gives well to do, style conscious men tips on how to minimize the showy appearances of wealth and status in these uncertain times. A recent Wall Street Journal article discusses the same, as well as John Quelch’s article in The Economist, “Too Much Stuff”.

When selling to this consumer, speak to quality, design, durability and green aspects of features and upgrades. This consumer may be more willing to upgrade in interior experiential home options rather than status exterior home upgrades. Think outdoor living rooms, luxury shower heads, art niches, fireplaces and top end granites. The important thing to this consumer is quality without showiness. The Jones’ be damned.
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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor and lifestyle trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

101 Fresh Colors Inspired By Nature

Apartment Therapy had a great piece referencing House Beautiful's recent published color palette inspired by the elements. In 4 slide shows, House Beautiful showcases colors inspired by Earth, Air, Fire and Water.

(This is close enough to "Earth, Wind and Fire" to hook me into a mental earworm of "Shining Star" and "Boogie Wonderland" - "Honey, you... are... my shining star...")

"Fire"

The New Cosmo Modern Fireplace by Heat & Glo

Back to color - There are 101 colors in the presentation, within the following inspirational groupings: Earth, Air, Fire and Water. Click each of these links to see a slide show of paint colors. It makes sense that within each element, the colors work beautifully with each other. The swatches shown here are Apartment Therapy's top picks from each palette.

Color is the first element of design that is noticed by the viewer. It is also the least expensive update in merchandising a retail space as well as a home. In your design centers and model homes, where could you update a wall or room with color to create more visual impact, bring your presentation more 'current' and 'fresh', and connect to your home buyer?

Paint is cheap.
Maintaining design credibility with the home buyer with current minimal staff and budget? Priceless.

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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor and lifestyle trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Betting On A Little Luxury

Heatilator Caliber Direct Vent Fireplace and Luxurious Blue Pearl Granite Surround

CVS drugstores recently announced the launch of a new (very) high end beauty shop, named "Beauty 360". The new concept will be strategically placed next to some drugstore locations, and will carry luxury skin care, cosmetics and fragrances, and offer manicures and other beauty treatments. Their positioning seems to compete with the luxury Sephora stores (now, there is a spot to kill an afternoon and a few hundred dollars!). Mary Lou Gardner, the senior category manager for beauty, is quoted as saying "If you create the right environment, you can sell any brand."

Unique retailer J Crew is also headed upscale, with a new focus of creating exciting spaces where shoppers want to "hang out", and bringing even more luxury into the brand, from higher end fabrics to high end details in the garment finishes. Even Godiva Chocolates is still opening new stores in traditional and lifestyle malls across the continent.

A recent post on EBrand marketing points out that even though customers are spending less in the market place overall, they are not giving up affordable luxuries. Creating a beautiful browsing experience enhances this consumer experience.

Most of us have chosen not to give up our Starbuck's habit, nor stop wearing cosmetics or getting our nails done. What does this mean to you and your design center?

Consumers are willing to invest in small luxuries that create a personal home environment unlike any other. The 'smaller' upgrades are often higher in gross margin, and the mark up less noticeable to a consumer than in a category such as , say, appliances , which may be price comparison shopped by the consumer on the Internet or local big boxes. Of course, it is mandatory to stay below the 'psychological price barrier', or it will not appeal to the consumer. In example, we will increase incidents and overall volume of upgraded fireplace surrounds when pricing is $999.00 versus $1100.00. Profit and margin are much better in the long run.

Focusing the design center experience on the experience takes the consumer eye off of upgrades and options as commodities, (read PRICE) and helps the consumer look forward to their home, as they 'designed' it, and the fact that it is unlike any other home. This also differentiates you as a builder. The experience can start before the consumer enters, continue through the browsing, consulting and selection process, and even end with a hand written thank you note.

Experience is about emotion, and for those of you who have heard me speak lately, you know I believe emotion connects with your home buyer unlike anything else. In "Unleash the Emotional Appeal Of Your Product" Rita McGrath, Harvard Business Review, McGrath drives us to strongly consider our target consumer segments, and the lifestyles and behaviors that make up these segments. She asks us to consider the situation of the consumer; their mindset, fears and expectations. Finally, consider the emotions that you can appeal to. The article encourages experimenting, and trial and error as you find what works the best with whom.

At Hearth and Home, we are having exceptional results offering affordable luxury in fireplace surrounds. Our assortment includes a few extremely design oriented, rich granites and marbles that are priced as 'best' in the good, better, best of our assortment. For a relatively small price, we find consumers (both at retail and in new construction applications) are very willing to pay for 'What I like" or "What matches" or in the active adult and move up - semi custom market "What I want". Blue pearl granite and marron brown marble are selling to move up, semi and custom and active adult buyers with terrific results.

Review your product assortment in every category for 'affordable luxury'. Place the best items high (yet touchable) in your displays, and let me know how it goes. We will talk about product placement and consumer perceptions of value in a future post. In the meantime, I'm off to Starbuck's.

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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor and lifestyle trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Are Real Estate Downturns Ever a Good Thing? News From The Multi-Family Trends Conference

Guest Blogger - Jim Plucker, Architectural Services
Hearth and Home Technologies

Are downturns always a period of forced change known for belt-tightening and cost- elimination, intensely focusing on maintaining profits while exiting markets that don’t have enough potential?

Yes, if you are going to survive, these changes will help your odds of at least staying in front of your customers if not in front of your competition. And what happened to the bottom line? Even though organizations were efficiently structured for a base of 1.4 million starts a year, the customer base just turned small and stingy. Now, smaller competitors have an efficiency edge and can take healthy slices of tasty market share.

The messages given this June at The Multifamily Trends Conference in San Francisco had generous doses of these types of reality statements along with more forecasting than is usually seen at these meetings.

Bob Gardner, of Robert C. Lesser & Co. , a large real estate consulting firm in Los Angeles, served it up in easy-to-understand terms and graphics. What follows are some of the highlights of his presentation... (Download his presentation slides here)

“Markets always correct on upside and downside”

“Real estate downturns force change”

“Home prices have the biggest decline in recent years (since before ’87)”

“New home sales off 40% since peak in 2005”


But how about growth? Many company fortunes have their roots in downturns and the smart firm takes advantage of great opportunities that emerge during times of change. The key is to have a vision to do so.

Mr. Gardner had analyzed enough demographic data to uncover some demographic realities developing over the next 12 years.

First Reality:
Aging Baby Boomers want to shift into empty nests while a smaller size population of Gen X will not create a lot of demand for those mature family suburban homes.
The Boomers are hanging on tight. Most are ready to downsize soon, but they shouldn’t expect to see their home prices return to the peak levels of 2005 until full pricing returns around 2012.
Boomers still have a lot of options and they’ve demonstrated an interest in multifamily living. But, it has to have a marketing hook whether it’s upscale and urban or community-based living in the traditional suburbs, it must have personal appeal and enduring value.


Second Reality:
Gen Xers, a significantly smaller group than Boomers, are moving into their First Time and Mature family home. Suburban home prices may be dropping, but big price increases in food and gas make suburban living expensive, so Gen X wants to be in a smaller home close-in to work or near mass-transit.
That’s why there will be a growth in the 3 bedroom family condo and luxury apartments. The urban cities still have work to do on their schools systems, but this is a big market that wants urban living in bigger family units.


Future Reality:
Gen Y, the new “pig in the python”, won’t begin to start absorbing homes until they start to enter the “For-Sale” market in 2012. They represent the biggest first-time home buyer group ever. We can expect 1 million new households to be entering the market each year after 2015.



Although it’s hard to predict their preferences as they start family homes, Gen Y is demonstrating a desire for urban-rental lifestyle with floor plans and living areas designed for entertainment. Their taste for quality won’t match their earning capacity, so living units will be smaller with a focus on design versus size in order to have the amenities they most desire.

Suburbs will need to evolve to remain attractive to Gen Y:
A. More walkable areas, including new and existing town centers – urbanizing suburban commercial nodes.
B. Master-planned communities with greater variety of product and higher connectivity.
C. Driven by convenience, connectivity, and a healthy work- life balance to maintain relationships
• 1/3 will pay more to walk to shops, work, and entertainment.
• 2/3 say that living in a walkable community is important.
• More than 1/2 of Gen Y would trade lot size for proximity to shopping or to work even among families with children.
• 1/3 or more are willing to trade lot size and “ideal” homes for walkable, diverse communities.

So what are marketers to do?

Dust off your old strategy and breathe in some new ideas and motivating direction.

1. Conduct strategic planning or update the company’s strategy. Critique project or portfolio performance or positioning
2. Evaluate project performance vis-à-vis the marketplace and take action to improve performance.
3. Analyze market opportunity. Seek advice on how to reposition the company in current markets and what new markets and/or product types to enter
4. Understand demographic trends and consumer demands.
5. Develop a strategy for meeting the changing demands of Boomers and Gen Y.
6. Develop a green strategy.
7. Think about how green will impact your company, products, hiring practices, philosophies, etc.
8. And always remember...

“Markets always correct on upside and downside”

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Jim Plucker is the manager of Architectural Services at Hearth & Home Technologies, the leading manufacturer of hearth systems. His focus is the growth of new business among architects, designers, and multifamily developers. He also develops and administers the continuing education courses offered nationwide by sales and field representatives.

Jim is actively involved in the Education Committee of the Mississippi Headwaters chapter of the US Green Building Council, Jim is also the corporate contact with USGBC, the American Institute of Architects and the International Code Council.

Contact Information:
Jim Plucker
Manager, Architectural Services
Hearth & Home Technologies, Inc.
20802 Kensington Blvd.
Lakeville, MN 55044
952-985-6661
pluckerj@hearthnhome.com

Transition to Transitional - Décor and Lifestyle Trends for Your Home Buyers

Cast Mantels from Fireside Furnishings Compliment Transitional Styles

One of the exciting aspects of my role at Hearth and Home is to stay on top of what is developing in décor and furnishing design, as well as lifestyle trends that impact the way consumers shop and how they live in their homes.

Transitional furnishings are really a response to a lifestyle change that is gaining momentum in the US and Canada. The desire for a more casual, comfortable lifestyle that is 'your best life' is translating at a growing rate into furnishings that are casual, flexible, and comfortable. Crate and Barrel was at the forefront of raising transitional furniture into a strong National visibility, but consumer preference is keeping them in the mainstream.

Traditional furnishings have always been the mainstay of American furniture sales. In fact, currently, 70 % of ALL home furnishings purchases are considered transitional or traditional.

At the recent High Point Market, and at spring's America's Mart in Atlanta (both long standing destinations for traditional furniture design) I found that transitional furnishings and décor were getting top real estate and top billing. Scale was larger (although there was a counter trend for some small but luxurious apartment size furnishings for the growing multi family and urban markets, see Crate and Barrel's apartment sized collection here), design was clean, and natural elements such as wood grain and natural hemp and linen fabrics were everywhere.

The latest Traditional Home Magazine (another long standing resource for the traditional design consumer) is pretty much transitional from cover to cover. Clean contemporary prints, large scale pieces, and natural materials combined with existing or antique pieces create a unique and comfortable setting in nearly every photo feature or article.

Traditional Home's Profile on Prints

Great resources for furnishing your model homes and design centers include Crate and Barrel, Pottery Barn, and Room and Board to name a few. Your consumer shops these retailers, and will be very aware how current your display is in your design center and in your model homes.

Heat and Glo Escape Fireplace fits perfectly with Transitional Décor

Maintaining a current design focus (although we are all in a tight budget year) is important to differentiate you and your home models from the others in the marketplace. These challenging times have made us all a bit more creative in how we market, which is actually a good thing. We really are salespeople now, not just 'order takers'.

Consider unique proposals with local furniture stores in your market - negotiate free or reduced costs on furnishings and décor, for use of model home photography, perhaps a mention in your literature or on site, or even giving out a coupon to the home buyer to use at the furniture retailer after closing on their new home. Remember, if the consumer is purchasing fewer new homes, this means they are purchasing less new furniture as well. The July Las Vegas Market education forum is filled with workshops for furniture retailers on generating business creatively.

Libby Langdon (HGTV's Small Space, Big Style) indicates formal living rooms are 'out', and transitional mixes with current pieces are 'in'. Read her article on the 'ins' and 'outs' of home furnishings here.

The article "I'll take it! (and the Sofa, Too)" from the New York Times highlights that buyers (especially in the upper level) are purchasing some models fully furnished, or purchasing pieces of displays in staged display homes. A quote from the article: "The idea of buying a home fully furnished is starting to appeal to more buyers," said Mr. Paul Csik, Sr. VP of American Properties, "especially in buyers of this caliber." (properties in the 1.895 million to 2.995 million range). He goes on to say that the buyers at this upper end are really making a "lifestyle decision" versus a financial one, and interior design can change the way one lives.

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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor and lifestyle trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.

Contemporary and Green - Heat & Glo Gets The Cover Shot!

The growing trend for contemporary design is melding with the consumer demand to be as green as possible. In the April issue of Met Home, the cover story is "Renovation Goes Green and Gorgeous!" The title of the article is "Urban Eco-tecture", which highlights Bay Area architect Anne Fougeron's rework of a SoMA loft into a family home and work offices. The live-work project won an honor award from the American Institute of Architects.

The Heat & Glo multi-sided fireplace is featured prominently in the dining area, framed "in a floating eight-foot high Carara marble wall". A raised hearth extends the length of both sides of the fireplace, and creates a niche perfect for seating or displaying art. See a slide show of finished images of the loft.

Finishes for the home include original concrete, poured resin and concrete, steel, glass and wood. Furnishings include trademark mid-century pieces, and staples from Design Within Reach. Accessories are original pieces of art, minimally and strategically placed, with appropriate scale for the high ceilings of the loft.

Your new home purchasers will also be interested in contemporary and clean design, balanced by green materials, products and practices. Heat & Glo offers a very exciting line of contemporary fireplaces that meet National and regional green building programs, The Modern Collection.

When specifying fireplaces, you can be confident that a direct vent fireplace will meet LEED and other green building programs. IPI technology, available on many Heat & Glo products, is a patented technology that saves gas, energy and money by lighting only when needed, rather than a standing pilot light. In addition, you can speak to your home buyer about protecting the indoor air quality of your tightly constructed homes by using a direct vent system versus unvented or wood fireplace systems.


A recent white paper from Calvert, a 'socially responsible' investment management firm, surveyed sustainable practices by the top U.S. home builders. From the "Greener Pastures for America's Homebuilders?" report: "In the green building market there is a first mover advantage: Companies that make a concerted effort to integrate sustainability into project sites, construction materials, and construction processes, as well as to provide energy, water and habitat conservation options in finished products, will be able to build a brand image as the environmental choice for home construction. This brand will help environmentally conscious consumers make their selection of a home builder." You can receive a free copy of the white paper here.


A key point of the report indicated that lower scoring builders may or may not be addressing the green issue, but the lowest ranked builders "make virtually no mention of the environment on their Web sites or in other reports...".


Consumers understand that green is not an all or nothing proposition. Most likely at this point, (just from a controlling cost perspective) you have already improved your impact on sustainability, conservation and environmental factors. Your current product assortment already reflects some green choices: make sure you are calling it out to your consumer, through your Web site, printed materials, design centers, point-of-sale and especially through your selling team. Work with your manufacturer partners for information and training to sell options and upgrades to green minded consumers. For more information on how fireplaces fare with the green building programs, read this informative article from my colleague, Jim Plucker.

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The Design Minds at Hearth and Home Blog is geared to support design center staff and the new construction industry in selling options and upgrades to the new home consumer. Subscribe for updates. Contact Krisann Parker-Brown for merchandising or marketing support of your design center. She will be happy to work with you on your assortment and presentation to ensure you are on track for the upcoming decor and lifestyle trends.

Krisann Parker-Brown is the merchandising manager for Hearth and Home Technologies, the leading manufacturer and retailer of fireplaces and hearth systems. Krisann supports design centers and new construction builders in presenting Heat & Glo, Heatilator and Quadra-Fire hearth systems, and consulting on design center merchandising, point of sale and the consumer experience. Krisann is a member of the Institute of Store Planners, now the Retail Design Institute. Contact her at brownkr@hearthnhome.com or 952-985-6537.