Story Board by Edie Cohen

Today’s It group Kirar Photography: Karl Petzke “Lounge Chair” Photography: Karl Petzke knows how to play TagTeamthe game.

iversity and multi-media: No doubt the two terms are keynotes of early 21st century culture. And don’t forgetD branding, which may well be the most used (dare we say overused) term in today’s business--fashion lexicon.

Back in the mid- to late-20th century, designed: interiors, products, or graphics. Multi-discipline design, à

The Nate Berkus Collection at Linens N’ Things Photography: Keith Lapinski Nate Berkus Photo courtesy of Nate Berkus la European model, was the exception rather than the rule for most US pros. Now, the paradigm shift is firmly entrenched, with TV broadening the mix. Today’s up- and-comers are stars of the small screen as well as the great room. Take the It posse of , Laura Kirar and Nate Berkus. Accomplished all, they do it all. And, they still manage to be charming, chatty, and approachable — as if every client were their best friend. Let’s catch up.

Edie Cohen, deputy editor of , moved from New York to to establish the magazine’s West Coast office. The author of West Coast Rooms, she is a frequent participant in national design seminars and competitions, has contributed to Variety and has appeared Kelly Wearstler Photography: Mark E. Harris Kelly Wearstler Crawford Santa Monica Photography: Greg Viceroy on television. he products for Baker Knapp & Tubs, for America and ultimately a good thing for our choose from. Since we all want to live well and be in Mexico. The Viceroy Icon Brickell, Miami, slated Boyd Lighting, McGuire Company, business,” she believes. For her and peers: “It able to afford it, designers are a natural go-to group.” for 2009 completion, will be part of an urban resort S Carnegie, Dennis Miller and Kallista. Recently, makes us work harder and be . If a client feels The question he sees the public posing to designers? keeping company with Philippe Starck’s condominium she signed a contract with Ann Sacks. She’s designed he can go out and just buy—where’s the talent? We “What can you do for us?” complex, all under the aegis of The Related Group. offices for magazine, the Rebecca Taylor have to come up with ways that set us apart.” And fashion showroom and the hip Jenne Maag shop, all in perhaps a ’s most important role? “We Through Nate Berkus Associates, which he founded in Wearstler has products galore on the boards. To debut New York. She’s rebranded the Westin spa program as have to show that America is not stuck in a brown 1995 at the age 24, he lists Wolfgang Puck’s Spago, in 2008 are fabrics for Kravet and a fine bedding line for a global rollout for Starwood Hotels. She collaborates furniture mode.” Barneys New York and W hotels as clients. Up now are department store distribution. She was the first interior in and marketing, having directed photo residences in Tampa, New York, , and Malibu designer to keep company with fashion stars Diane shoots and styling for her Kallista and McGuire spots. ere’s the question everyone wants answered: and Bel-Air, CA. Headquarters, for a staff of 12, is a von Furstenberg, Phoebe Philo and Paul Smith when She could have modeled, too, but contrary to popular How did the sociology and French major, with renovated printing factory in Chicago’s West Loop. she launched her collection for The Rug Company this belief, the comely woman in the Kallista ads is an H a background in auctions and marketing for past fall. alter ego. Parisian jewelry designer Dominique Aurientis, hook After Berkus returned from a trip to Sri Lanka a few up with Oprah? years ago, he made a memorable appearance on The Now there’s television, Bravo’s . “I love It all emanates from Tru. Laura Kirar established the Show recounting his ordeal during the , so I did it,” she says. “Most of the LauraNew York-based studio in 1999,Kirar after associations with “I met one of the producers at an art opening Southeast Asia tsumani and the loss of his partner, others are tragic. I can’t watch them.” Nor it seems top-name talent. Holly Hunt was her first mentor. Then when I had my gallery, Maison, in Chicago,” Berkus Fernando Bengoechea. After the show aired, viewers can she watch her own 13-week series. “I’ve not seen came a stint at Polo Ralph Lauren Home Collection, begins. “She became a good friend, and we talked showed their support by donating funds to Oprah’s one. Brad (Korzen, her husband) has to go downstairs where she concentrated on accessories. “It was a huge about me making an appearance on the show.” He Angel Network. Those funds were used to rebuild to watch.” experience for me; it taught me about branding. Ralph recalls the phone call from an Oprah Winfrey Show schools, businesses and homes in Arugam Bay and invented the home market/lifestyle ,” she says. producer in 2001. “Get on a plane,” he says of the other areas of devastation. “I’m in this unique position While she claims her star turn has had no impact on assignment. “There was a 330-square-foot project in to help because of the media.” her own professional life, she lauds TV’s role for design Of Tru: “It was conceived as a think tank,” she says. to be done in three days. It was a color purple at large. “Media’s made everything more desirable. “What I really like is the process. I can design an moment for me. I knew I was on the precipice of hough she didn’t invent Regency, Everyone wants an environment that’s the best it exquisite table or sofa. If I’m doing a restaurant, I something great.” she certainly made it a household name among can be,” she comments. “Nothing is better than an can get it branded, and friends in fashion can do T the well-heeled. Her trajectory since starting educated client who has a voice in the design.” the uniforms. I can bring in artisans as needed.” Now, he makes an Oprah appearance monthly and her firm KWID a dozen years ago has been nothing The approach may be well served as she progresses Natecontributes to O at HomeBerkus magazine. Last year, he short of meteoric. The past five years alone showed As for technology? It has not only propelled design to on her most public project yet, an American-owned expanded his media presence to satellite radio where the biggest explosion in scale. “It all came with doing the populace’s radar screen, but also provided her with anti-aging spa in the South of France, outside Cannes. The Nate Berkus Show is part of XM’s Oprah and hotel projects,” she says. “It’s been five years since I’ve more personal shopping time. “Without it I wouldn’t Friends. “The influx of design shows is great for the done the Viceroy, and articles are still being written. It have time to design,” says Wearstler. A favorite site Sure, Kirar appreciates the design-savvy client. But her industry. They’ve created a community for designers.” helps the brand.” is 1stdibs.com: “It’s being able to shop the Paris flea From top: “Dining Arm Chair” by Laura Kirar Photography: Karl Petzke, Hillcrest Estate by Kelly Wearstler Photography: Grey Crawford & Mark E. Harris, The Nate Berkus Collection at Linens ‘n Things Photography: Keith Lapinski Crawford Photography: Grey top: “Dining ArmEstate by Kelly Wearstler From Chair” by Laura Kirar Photography: Karl Petzke, Hillcrest & Mark E. Harris Crawford Photography: Grey Estate by Kelly Wearstler Photo courtsey of KWID, Hillcrest fabric series by Kelly Wearstler top: The Nate Berkus Collection at Linens ‘n Things Photography: Keith Lapinski, Imperial Trellis From preferred mode is not necessarily collaborative. “I say And for their clients? “The media gets people thinking market online.” let me do the decorating. My collaboration is figuring about how to approach things.” That brand is well on its way toward becoming a global out who the client is.” That dream client? “One who commodity, especially in hospitality. Viceroys are under What’s left untouched? Wearstler doesn’t miss a beat. says go and do your thing,” she remarks. “Designers are looked to as sources for lifestyle development in South Beach, FL; Anguilla, British “The White House. For Hillary.” inspiration, as opposed to just decorating,” he says, KellyWest Indies; and MayaKoba, Wearst along the Riviera Maya ler Kirar herself is a big contributor to the pervasiveness as he broaches the subject of licensing. “There’s a of design as cultural awareness. “It’s a great thing lot out there in the market that people can pick and