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the story of r:u (continued)

March 9, 2010

Kiera and I discussed the ideas that were important to us and how we wanted to reinvent the traditional view of residential design. We were frustrated that it is normally seen as exclusively high-end, a luxury for only the affluent, and set in the context of emulating something seen on a television show or in a magazine. We thought to ourselves: where does the personality come in? We thought that it would be great to take the position of being a stylist for the home. That it would be great to form a business based on the principle of personality-driven residential design solutions. We knew the idea was strong, so we decided to fly Jessica up to DC and pitch the idea to her. Thankfully, she loved it! In fact, she came up with the name residents:understood to show that we will ensure that we take the time to fully understand each client’s style, to ensure that each resident is fully understood. With that, the real work began.

We decided we had to have a clear identity based around core values. So far, we had established that we wanted to be affordable for young professionals, and that we wanted our designs to be driven by our client’s personalities. Additionally, we wanted to differentiate ourselves from other retail store designers. We did not ever want to push a product for a sale, just to get a commission. Finally, we had all participated in a study abroad program in Copenhagen that stressed the importance of not only environmentally sustainability, but also social responsibility. Those ideas have stuck with us this whole time and became the last two concepts that formed the foundation of our business identity.

With our five core concepts in hand, we committed to forging ahead as residents:understood: a partnership between three friends, colleagues, and lovers of great design. And great wine. The rest, as they say, is history. Check back in the coming weeks for in-depth reviews of each of our core concepts, and follow this blog for reviews of the latest trends in residential design and r:u updates.

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2 Comments leave one →
  1. Hollister permalink
    March 9, 2010 6:26 pm

    I like your concept. Best of luck!

  2. March 10, 2010 12:45 am

    Love it! You guys are great:)

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