Garrison Hullinger transformed his one-man shop into a luxury design studio recognized across the country. Here’s how he did it. By Dianne M. Pogoda
Garrison Hullinger believes luxury is “experiential design. It might seem like it’s about the brand or the name, but it’s really about trying to integrate the right brand and product and what works best for the client.”
In “Road to Success: One Designer’s Expansive Vision,” part of NKBA’s Luxury Bath Summit, presented in partnership with Cambria and sponsored by House of Rohl, Hullinger spoke with moderator Kathryn Given, senior style and market editor at Luxe Interiors + Design magazine, about his journey to the rarified air of luxury design.
Calling himself a “serial remodeler,” the Portland, Ore.-based designer worked on remodeling his own homes for many years before starting his career in retail at a furniture store. From there, he developed an appreciation for working with customers and what they want out of their space.
The turning point came for him around 2009, when a builder for whom he had done some consulting was producing a show home. Hullinger worked on the 6,800 square-foot home that provided the exposure and opportunity for him to launch his business.
“There are pros and cons to a show home, though — the biggest ‘con’ being the expense,” he said.” It’s a big investment for what’s basically a spec house with the hope that a buyer will emerge.”
It’s important to maximize the effort and investment – “I try to get three years out of it, with great photography, making sure it’s relevant to the marketplace for today as well as into the future,” he added. “That’s something all of us are looking for – what’s the next piece that people are looking for.”
He had a candid discussion with Given about his path.
KG: Talk a little about how you work with clients, how you get their vision.
GH: We take on just 10 to 14 residential projects per year. I do the site visit, make the connection with the client, and then we introduce the team. If I understand the client, really ‘get’ them, then my team should, too. I guide them, establishing a point of view, setting the tone. Once we set the schematic design, then I pull back and the team really shines.
KG: What’s your approach to promoting yourself and social media?
GH: Social media is a calling card, an opportunity to be found. It’s a lot of work. I used to spend a day or two creating six months of content and use an automatic scheduler to push them out. But I was missing out on follow-up and engagement, so I finally hired a person to handle social media and really get that ROI.
KG: What are some other ways to promote yourself?
GH: It’s about being available and open to helping others. There can be wonderful opportunities in helping others – like for a realtor whose property isn’t moving, you can suggest a few design improvements, or go to the open house and suggest a few ideas to potential buyers. Or, you can work with kitchen and bath providers, go to a cabinet showroom or plumbing showroom and suggest some ideas. It helps people understand that you’re an expert, and gets you exposure.
KG: What about podcasts?
GH: I love podcasts. It’s that raw moment that you get to listen in… I did six seasons of “Coast to Coast Design,” it was small business owners talking to one another about their businesses, their troubles, accomplishments, HR issues… just coffee talk about the business of design.
KG: Talk about your successes and how you’ve resolved some problems.
GH: I have emotional attachments to the people who live in the home, not necessarily the project. The success of the project lies in the communication. When you have good communication, that brings repeat business.
Some problems occur when products don’t show up on time, or the wrong product is delivered. We find that just being honest is the best remedy. We have these conversations up front, and we have processes in place — we have five points of check-ins to ensure we’re signing off on the right materials. For instance, a client might be rushing a contractor and they install the wrong ceiling, or they try to match the paint color that I’ve selected and it’s not the right color. We are very clear that we have to sign off on these things.
KG: How do you deal with a difficult client?
GH: If it’s very early on and we realize we’re not a good fit, we step away. In the heat of the moment, when frustrations are high, you just have to be really honest. We all sit on a three-pronged stool: Quality, price and time. We have to figure out the balance, for instance, if you sacrifice time, you’ll get better quality. We have to balance the three.
KG: What advice do you have for new designers who want to target the high-end market?
GH: It’s about understanding the lifestyle – that’s the hard part. I grew up in very rural Kansas, so I didn’t live the lifestyle that my clients have. Immerse yourself in the lifestyle, with the brands, the events… associate yourself with those high-end showrooms. Understand those products, the reasoning behind them, the quality of the brand, what it stands for. And if you’re in the early stages of your career, network, find internships, and just absorb as much as you can.
KG: What are you excited about in design?
GH: Technology is exciting…. And it doesn’t have to mean ‘smart home.’ It’s devices that save water and energy. There’s a trend to spend on longevity, on something that you really love and will last more than five years. The palette is trending more natural. We’re appreciating finer elements… a mix of art, mosaic tile artists, etc.
NKBA’s Luxury Bath Summit was based on the exclusive 2022 Luxury Bath research report. The report is available for NKBA members to download as part of their annual membership. Non-members may purchase the report for $1,995. Visit NKBA Research to download.
The Luxury Bath Summit is available to watch on demand. Members need to log in to nkba.org and may view at no additional charge; non-members who registered may access the videos as part of their registration fee; other non-members may purchase the video package for $99. Click here for more.
