Business of Home Podcast Summary
Episode: The Thursday Show: How Dan Rosen became TikTok's favorite design critic. Plus: Who will take the helm at Elle Decor?
Host: Dennis Scully
Release Date: November 7, 2024

Introduction

In this episode of the Business of Home Podcast, host Dennis Scully delves into the evolving landscape of the interior design community. The conversation spans a range of topics, including high-stakes legal battles in the design industry, leadership shifts in prominent design publications, innovative technological advancements by industry leaders, and a compelling interview with comedian Dan Rosen, who has emerged as TikTok's beloved design critic.

Ticking Tent Event Success

[00:40-01:17]
Dennis Scully opens the show by congratulating Christina Juarez and Benjamin Reynard on the success of the Ticking Tent event. He shares his personal excitement about acquiring a beautiful new watercolor piece for his collection, emphasizing the importance of such gatherings in fostering creativity and community within the design world.

Dennis Scully (00:55): "I have a beautiful new watercolor in my collection, so I'm pretty excited about that."

Charles Cohen Legal Drama

[05:17-10:18]
The podcast delves into the ongoing legal tumult surrounding billionaire landlord Charles Cohen and his lender, Fortress Investment Group. After failing to make payments on a $544 million loan, Fortress is poised to auction several of Cohen's high-profile properties, including the Design Center of the Americas (DCA).

Fred Nicklaus provides an in-depth analysis of Cohen's expansive real estate empire and the potential fallout of the foreclosure auction.

Fred Nicklaus (05:43): "Charles Cohen... is one of the design industry's biggest landlords, if not the biggest."

Dennis expresses skepticism about the auction's outcome, noting Cohen's reputation for financial maneuvering.

Dennis Scully (07:07): "But this feels the closest we've ever come to a real auction happening or this level of drama, wouldn't you say?"

The discussion highlights the uncertainty for tenants of the DCA and the broader design community, contemplating the future ownership and operation of the renowned design hub.

Wayfair’s Third Quarter Earnings

[10:18-13:23]
Dennis and Fred analyze Wayfair's recently released third-quarter earnings, which revealed a 2% revenue decline compared to the previous year and a net loss of $74 million. The company is exploring new revenue streams, including a paid membership program.

Fred Nicklaus (11:42): "Wayfair is in a really tough space... they're trying to build a brand and invest while also trying to reduce those losses."

The conversation touches on the impact of recent political developments, such as potential tariffs under a second Trump term, on Wayfair's primarily Chinese-based supply chain. Dennis notes the immediate negative reaction in Wayfair's stock, underscoring the challenges the company faces in a fluctuating market.

Leadership Changes in Design Media

[13:24-19:36]
The podcast shifts focus to significant leadership transitions within key design publications:

• Stephen Orr steps down as the head of Better Homes and Gardens, moving to oversee a local newspaper in Cape Cod.
• Charlie Penn assumes the role of Editor-in-Chief at Apartment Therapy, succeeding Maxwell Ryan. Discussions suggest a continuation of efforts to foster community engagement amidst evolving digital landscapes.
• A profile on Stelene Valandis, editor-in-chief of Town and Country and editorial director of Elle Decor, raises questions about future leadership at Elle Decor following the departure of former editor Assad Sirket.

Fred Nicklaus (16:06): "Stelene has done to make Town and Country very relevant and part of the conversation."

Dennis and Fred explore the implications of these changes, particularly in an era where design media grapples with relevance and adaptation to digital consumption patterns.

Kravitz’s Augmented Reality Innovation

[20:13-24:36]
Dennis and Fred discuss Kravitz's latest technological venture: an augmented reality (AR) application for Apple's Vision Pro headset. This innovative tool allows users to visualize virtual furniture within their real-world environments, potentially revolutionizing the design consultation process.

Fred Nicklaus (22:54): "Imagine if you could put your client inside the rendering. That's what this is, essentially."

While Dennis expresses enthusiasm for the technology's potential, he remains cautious about its widespread adoption and current limitations, such as cost and user interface challenges.

Dennis Scully (23:52): "I hate being so skeptical. This is the kind of thing that Kravitz should be investing in and showing."

The discussion underscores the balance between innovation and practicality, highlighting Kravitz's role in pioneering tools that could become staples in designers' toolkits.

Designers Embracing E-Commerce

[25:37-28:49]
The podcast highlights a shift as designers like Robert Stillen and Chloe Redmond Warner venture into high-end e-commerce. Robert Stillen launches an online marketplace offering exclusive, one-of-a-kind furniture pieces, while Chloe Redmond Warner introduces her product line, Rad Goods.

Fred Nicklaus (25:57): "This is not a dropshipping site. These are exclusive, high-end products that reflect the designers' personal aesthetics."

Dennis and Fred discuss the challenges and opportunities of e-commerce in the design sector, emphasizing the importance of maintaining brand integrity and offering unique products to succeed in a competitive online marketplace.

Kravitz’s Partnership with Scion

[28:49-31:13]
Kravitz further expands its portfolio by becoming the exclusive distributor of British fabric and wallcoverings brand Scion in the U.S. and Canada. This partnership, despite Scion being owned by Sanderson, aims to diversify Kravitz's offerings by introducing Scion's differently priced lines alongside their existing range.

Fred Nicklaus (30:01): "Plugging a line into the Kravitz machine gets you just in front of a whole lot more designers than it would if you tried to distribute it on its own."

This strategic move positions Kravitz to cater to a broader spectrum of designers, from those seeking affordable basics to those desiring boutique, high-end options.

Interview with Dan Rosen: TikTok's Favorite Design Critic

[33:15-58:04]
The highlight of the episode is an engaging interview with Dan Rosen, a comedian who has gained significant traction on TikTok by critiquing celebrity home designs with humor and insight.

Dan Rosen’s Journey

Dan shares his transition from stand-up comedy to creating viral TikTok videos during the pandemic. His background includes studying at Cornell’s esteemed architecture school, which laid the foundation for his keen eye in design criticism.

Dan Rosen (33:42): "I started making these videos on TikTok almost by accident... approaching it from a comedic angle."

Impact and Reception

Dan discusses how his comedic take on design filled a void in the industry, offering much-needed critique in a space previously dominated by uncritical admiration. His videos often highlight the functional and aesthetic shortcomings of high-end celebrity homes, resonating with both the general public and industry professionals.

Dan Rosen (40:24): "I kind of stumbled onto something that was desired and felt needed."

He elaborates on his intent to push the industry towards more authentic and personalized design, rather than the repetitive luxury-centric trends perpetuated by viral content.

Dan Rosen (51:44): "I'm trying to... maybe think about design and design history and just the breadth of the world through these specific objects."

Industry Feedback

The response from the design community has been overwhelmingly positive. Renowned designers actively engage with his content, appreciating his candid and humorous approach to design critique.

Dan Rosen (56:14): "People for the most part have been really positive and appreciative."

Dan reflects on the challenges of maintaining his critical voice amidst increased scrutiny and the desire from industry peers for him to review more high-profile projects.

Dan Rosen (57:35): "There are a lot of people who really want to get roasted by Don Rickles. Not... but I think there's like an honor."

Closing Thoughts

Dan emphasizes that his goal extends beyond mere criticism; he aims to inspire a more thoughtful and diverse approach to interior design, encouraging both designers and homeowners to prioritize personal taste and functionality over conformity.

Dan Rosen (58:15): "It's just pushing people to dig deeper... not take ourselves quite as seriously."

Industry Highlights

[59:47-61:48]

• Italian Furniture Companies Unite for Sustainability: A consortium named the Extended Producer Responsibility Consortium has been formed by Italian furniture companies aiming to establish a more sustainable and circular supply chain. Fred applauds this collective effort, highlighting its potential impact on sustainable manufacturing practices.

Fred Nicklaus (60:48): "Bravo, Italy."

• Chelsea Textiles Warehouse Sale: Dennis announces the annual Chelsea Textiles Warehouse Sale, scheduled for November 13th and 14th at St. Ignatius Loyola. The event features a vast selection of fabrics, lighting, and other design products with significant discounts ranging from 40% to 90%.

Dennis Scully (61:52): "It's always a fun sale and you end up buying more than you really need."

Conclusion

Dennis Scully wraps up the episode by encouraging listeners to stay connected through the Business of Home website for the latest news, job listings, and workshops. He expresses gratitude to guests and contributors, setting the stage for the next episode.

Dennis Scully: "Have a great weekend and we'll be back with you on Monday."

Notable Quotes

• Dennis Scully [05:43]: "Charles Cohen... is one of the design industry's biggest landlords, if not the biggest."
• Fred Nicklaus [05:17]: "Many billionaires are having good weeks, others are not..."
• Dan Rosen [33:42]: "I started making these videos on TikTok almost by accident..."
• Dan Rosen [40:24]: "I kind of stumbled onto something that was desired and felt needed."
• Fred Nicklaus [60:48]: "Bravo, Italy."

Key Takeaways

• The interior design industry is navigating complex legal disputes, exemplified by Charles Cohen's battle with Fortress Investment Group.
• Major design publications are experiencing leadership changes amid shifting digital landscapes.
• Technological innovations like Kravitz's AR application are poised to transform design practices, though adoption remains uncertain.
• Designers are successfully leveraging e-commerce to offer exclusive, high-end products directly to consumers.
• The emergence of design criticism on platforms like TikTok, spearheaded by creators like Dan Rosen, is fostering a more critical and diverse discourse within the industry.
• Sustainability initiatives and major sales events continue to shape the operational dynamics of the design market.

For more insights and updates, visit businessofhome.com. To engage with the podcast, contact us at podcast@businessofhome.com.