Business of Home Podcast: The Couple Behind Patina Farm on Why Great Design Comes from Feelings, Not Rules

Release Date: November 25, 2024
Host: Dennis Scully
Guests: Brooke and Steve Gianetti

In this enlightening episode of the Business of Home Podcast, host Dennis Scully engages in a captivating conversation with Brooke and Steve Gianetti, the dynamic couple behind the renowned Patina Farm. Through their unique blend of architecture, design, and a deep connection with nature, Brooke and Steve offer insightful perspectives on the evolving landscape of interior design, the importance of emotional resonance in their work, and the seamless integration of technology into their creative processes.

1. Origins: How Brooke and Steve Met and Began Their Journey

Brooke and Steve Gianetti’s partnership is rooted in both personal and professional connections. Their story begins serendipitously at the Cheesecake Factory, where Brooke recounts her first encounter with Steve:

“I was still in college... I feel like I have to say something to that guy... six months later we were engaged. And six months after that we were married.” [03:09]

Their professional collaboration kicked off when Steve, an architect, sought Brooke’s design expertise for a client project. What started as a simple request to design children’s bedrooms swiftly expanded to designing entire homes, marking the inception of their joint venture.

2. Transitioning Roles: From Architecture to Design

Initially, Brooke envisioned a career in law, drawn towards structured and analytical professions. However, her partnership with Steve led her into the world of interior design. Brooke explains:

“I am not totally comfortable with creativity. It feels like free fall to me. But I was more of the kind of the invoicer.” [05:35]

This balance between Steve’s architectural prowess and Brooke’s financial acumen established a robust foundation for their business, allowing them to navigate both creative and operational challenges seamlessly.

3. Philosophy: Designing from Feelings Over Rules

A core tenet of Brooke and Steve’s approach is prioritizing emotional impact over rigid adherence to design rules. Steve elaborates on this philosophy:

“It became a more of an emotion based process than a visual process. What emotion are you trying to create when you walk somebody into a room?” [07:01]

This sentiment-driven approach encourages clients to envision the feelings and experiences a space will evoke, fostering a deeper connection and investment in the design process.

4. Creating Patina Farm: A Living Portfolio

Patina Farm is not just their residence but a tangible manifestation of their design ethos. The farm harmoniously blends modern and antique elements, creating spaces that grow richer with time. Steve shares the inspiration behind the name and concept:

“We like things that grew better with age and felt like they told a story and had a history.” [08:11]

The farm showcases a unique mix of materials and styles, reflecting their belief in designing with stories and histories embedded within each element.

5. Embracing Change: Moving from California to Tennessee

Frustrated by the stringent regulations in California and yearning for a lifestyle change, Brooke and Steve relocated to Tennessee. Brooke highlights the impact of this move:

“The idea of slowing down... having seasons and having changes and then appreciating the autumn leaves... feels like it's not forever.” [20:47]

This transition allowed them to immerse themselves more deeply in their community, open their store in Leipers Fork, and expand Patina Meadow, all while embracing the natural rhythms of a new environment.

6. Leveraging Technology: Enhancing Creativity and Efficiency

Steve is a staunch advocate for integrating technology into the design process. Utilizing tools like Basecamp for project management and VR goggles for immersive presentations, they have revolutionized how they collaborate and engage with clients.

“I've always embraced it because it lets you live a life in the country with animals, but still be able to do big projects anywhere in the country or the world.” [39:19]

This embrace of technology not only streamlines their workflow but also enriches the client experience, making design more interactive and visually compelling.

7. Maintaining Client Engagement: Keeping the Dream Alive

One of the Gianettis' key strengths lies in sustaining client enthusiasm throughout lengthy and complex projects. Steve emphasizes the importance of a compelling design that clients are emotionally invested in:

“You have to treat it like it already exists. And you have to keep thinking about it that way.” [28:45]

Brooke adds that tangible elements like fabric samples and antique pieces help clients remain connected to the evolving vision, ensuring sustained excitement and commitment.

8. Rising to Prominence: From Blog to Architectural Digest

Their growing online presence, particularly through Brooke’s blog "Velvet and Linen," garnered significant attention, especially during the COVID-19 pandemic. This digital footprint eventually led to a feature in Architectural Digest alongside Jennifer Garner, propelling their recognition in the design community.

“We built Patina Farm, which had steel windows and wood windows and sheets of glass... and people really liked it.” [12:01]

This exposure validated their unique approach, blending personal lifestyle with professional design, and attracted a broader clientele seeking similar holistic and emotion-driven designs.

9. The Future of Design: Embracing AI and Innovation

Steve discusses the transformative potential of artificial intelligence in the design industry. He views AI as a tool that can enhance creativity rather than replace it:

“AI... doesn't replace the creative process, it just accelerates it to an extent that people are not going to, aren't quite grasping yet.” [39:23]

Brooke concurs, emphasizing the irreplaceable human elements of emotion and authenticity that AI cannot replicate:

“I'm not sure AI can stick that in AI. I'm not sure that AI can... It's going to take a long while before it figures out the secret sauce of emotion.” [47:54]

Their forward-thinking approach underscores the importance of integrating technology while maintaining the human touch in design.

10. Building Trust: The Pillar of Successful Client Relationships

Trust is paramount in Brooke and Steve’s client interactions. They believe that authenticity and genuine connection foster trust and streamline the design process:

“Being authentic... people connect with you in that way, that does garner trust.” [50:10]

Steve adds that sharing their real-life experiences and maintaining transparency ensures clients feel confident and aligned with their vision:

“They know us because the stuff that's out there isn't some manufactured idea of us trying to do something to get a job. It's really just what we do every day.” [51:36]

11. Concluding Insights: The Essence of Emotion-Driven Design

Brooke and Steve Gianetti exemplify how intertwining personal passion, emotional depth, and technological innovation can redefine interior design. Their emphasis on designing from feelings, fostering authentic client relationships, and embracing the future of AI sets a benchmark for aspiring designers. As they continue to evolve and expand their endeavors, their story serves as an inspiring testament to the power of passion and purpose in shaping beautiful, meaningful spaces.

Notable Quotes with Timestamps:

• Brooke on Meeting Steve:
  “I was still in college... I feel like I have to say something to that guy.” [03:09]

• Brooke on Comfort with Numbers:
  “I am not totally comfortable with creativity. It feels like free fall to me.” [05:35]

• Steve on Emotion-Based Design:
  “It became a more of an emotion based process than a visual process.” [07:01]

• Steve on Patina Farm’s Inspiration:
  “We like things that grew better with age and felt like they told a story and had a history.” [08:11]

• Brooke on Embracing Seasons:
  “The idea of slowing down... having seasons and having changes and then appreciating the autumn leaves.” [20:47]

• Steve on Technology Integration:
  “I've always embraced it because it lets you live a life in the country with animals, but still be able to do big projects anywhere.” [39:19]

• Steve on Client Engagement:
  “You have to treat it like it already exists. And you have to keep thinking about it that way.” [28:45]

• Steve on AI's Role:
  “AI doesn't replace the creative process, it just accelerates it.” [39:23]

• Brooke on AI and Emotion:
  “I'm not sure AI can stick that in AI. I'm not sure that AI can... It’s going to take a long while before it figures out the secret sauce of emotion.” [47:54]

• Brooke on Authenticity and Trust:
  “Being authentic... people connect with you in that way, that does garner trust.” [50:10]

Brooke and Steve Gianetti’s journey underscores the profound impact of integrating personal values, emotional intelligence, and technological advancements in the realm of interior design. Their story is not just about creating beautiful spaces but about fostering environments that enhance the quality of life and resonate deeply with those who inhabit them.