Pia Furniture Design Press Kit

Press Kit Elements:

• Cover letter and contact sheet

• Bio

• Fact sheet

• 4-panel brochure (8.5 x 11, folded in half to make 4 panels)

• Press coverage to date

• Large, hi res photo presentation

Bio

With close mentoring and design guidance over a ten-year period from highly-regarded designers Dakota Jackson, Ron Seff, Hayden Elliot and Eric Bernard, Pia Gayatinea is now introducing her own line of furniture to the design world. She has recently launched her Pia Inc. line of furniture, blending her training, personal design sensibilities, experience in furniture production and love of natural elements into distinctive, innovative pieces. Her current projects include an upcoming ICFF show at the Jacob Javits Convention Center 2007 to display her new collection, publishing a web site and taking her design art over fresh horizons.

Pia’s introduction to furniture design came while she was a student at the New York School of Interior Design. Still pursuing her Bachelor of Fine Arts degree, she apprenticed with Ron Seff Furniture. Then, she joined successively Hayden Elliott Interior Design and Eric Bernard Design, working as a design associate. This led to her long and fertile stint with Dakota Jackson, where Pia focused on fine furniture design approaches. Alongside the design creativity, Pia also studied the production side of furniture crafting, imparting a deep knowledge of how to create well-made furniture. The wedding of the organic materials of wood and stone with artificial hardware and ornamental elements became a significant part of her exploration of the furniture design art.

Pia’s first notable furniture piece was commissioned for a new home in Colleyville, Texas, being built for Dr. and Mrs. Hurschman. Mae DeGuzman, of Interior Structure, brought in Pia to create over see the production of a dining table and coffee table—after the Hurschman’s had exhausted all the New York showrooms, not finding pieces that appealed to their home vision. Pia’s finished pieces delighted the Hurschman’s and were featured in the local Texas newspaper.

Another commission piece came in 2001, from Dr. and Mrs. Cataldi for a breakfast table with a stone top and metal base. Working within budget constraints, she produced a table design that simple in elegance and highly functional.

Exploring further into the joining of natural elements with man-made elements, Pia began her own furniture design collection in late 2006.

Fact Sheet

• Graduated New York School of Interior Design: Bachelor of Fine Arts, 1984

• Apprentice with Ron Seff Furniture, 1983

• Design Associate with Hayden Elliot Interior Design, 1985

• Design Associate with Eric Bernard Design, 1987

• Senior Production Designer with Dakota Jackson, 1990

• Commissioned to design a dining table and coffee table for Dr. & Mrs. Hurschman new home, 1993

• Commissioned to design breakfast table for Dr. & Mrs. Cataldi home, 2001

• Casegoods Production Manager with Dakota Jackson. 2003

• Retail and Construction Manager with The Royal Promotion Group, 2004

• Establishes Pia, Inc. as eponymous furniture design showroom line, 2006

Important influences in furniture design: Furniture design was a favorite subject in school. I was thrilled when the desk I designed was chosen at the school exhibit. This was the beginning of my curiosity in furniture design. At the time I was not sure if I want to pursue interior design or furniture. My exposure set the course of events from my apprenticeship at Ron Seff Furniture to my 10 year employment at Dakota Jackson Inc. It affected me in so many ways that I didn't even understand. To all the designers I learned from, I say "thank you.”

Favorite furniture designer: Carlo Mollino

Philosophy of design: I'm tired of looking at simple straight lines. I see designs that are driven by manufacturing restrictions and others are just too plain for me. The combination of art and functionality will be the essence of my furniture design. I want to use more sustainable trees, materials and the Daisy Dia Collection is only the beginning.

Press Coverage

Fort Worth Star Telegram, Texas: Article on Dr. & Mrs. Hurschman’s new home, included Pia’s furniture design. The same house was featured in Architectural Digest.

Architectural Digest: Article on client’s home included Pia’s furniture design

Cover Letter

Dear Ms. Gladstone,

I have enclosed the elements of my press kit for your attention, when you have a moment of time.

I have recently launched my own furniture design firm, Pia, Inc., with new pieces being produced for showrooms—to be placed in the summer and fall of this year. Several of my peers and mentors (including Dakota Jackson) have suggested I send you my press kit, as you may find the pieces engaging and appealing to your discerning audience, and may like to schedule a photo/bio article (short or longer treatment) in an upcoming edition of your magazine.

I work on the east coast, and am now placing my designs in New York showrooms.

Enclosed is my bio, fact sheet, press coverage sheet and clippings, brochure and photos of my current designs.

I am available for interviewing and photo shoots at my contact information. High resolution image files are available for your art production staff.

Thank you very much for considering this and warm regards,
Pia