How did you get into the field of product design?
Like most guys I love cars.
When I was trying to decide what to do with my life, a man named John Delorean was building his own cars. I didn’t like the car, but I liked the idea of designing them. After some research I found out that the best car design school in the world was only about 15 minutes from my home – I rarely get that lucky, so I had to do it.
Anyway, I attended Art Center College of Design, found out that most car designers move to Detroit, live in the snow and sit in studios sketching bumpers and rear view mirrors for months on end…..no thanks! So I decided to design products rather than cars, because all products should look as beautiful as cars do, and there are many more opportunities…
Why did you choose design as a career?
I am an entrepreneur, and ultimately would like to start a brand designing and manufacturing my own products. I chose industrial design because it is a challenging mix of art, research, innovation, marketing, engineering, manufacturing and business.
How long have you been with Casablanca Fan Co.?
Almost two years
What type of evolution have you witnessed in the company?
We are picking up speed, and there is a higher energy level and sense of urgency. We are in a very competitive mode right now that is both challenging and exciting. We are definitely in an upswing and gaining momentum. Overall the company has a sharper focus...
Where do you get your inspiration from for a new ceiling fan design?
Everywhere. When you are designing a new product, you are conscientiously looking at many things, but subconsciously, your eyes are seeing EVERYTHING…even when you sleep.
Typically, I am flying around on my motorcycle, or driving in my truck and WHAM! Three or four objects floating around in my head collide, and then I see it...
What is your favorite ceiling fan design so far?
The Chrome Vita!!! It ships in a couple weeks, and I am really proud of it.
It is what I came to Casablanca to do.
What elements are most important to you when designing a new product?
Let’s face it, we develop products to make money, grow the company financially, and build brand equity. It is very important that all of the money and resources that go into developing my designs meet or exceed the business expectation. These products need to be beautiful, inspired and very well refined, but they also need to address the market requirements and consumer needs. Each product has an ideal aesthetic, an ideal feature set, and an ideal price point that makes it a more compelling package than the competitive offering. That’s how you win, and I like to win!
Have those elements changed with changing trends within the economy?
Absolutely, but not equally across the board. It is price point sensitive…
High end flagship products are still the same. The customers who purchase those products do not have the financial restrictions that most people have these days, and as a premium brand we need to develop products for those customers who still have the capacity to afford the best.
But at the same time, we need to offer high quality products to our customers who have had to tighten the belt a bit…
Process and material selection, the number of components within the assembly, the finishes applied to them are all analyzed to provide a high quality, yet affordable product.
In the end it’s about providing value at any price point. You want your customer to feel like they made a wise purchase, and traded their hard earned money for something they value more.
Can you tell me what’s new for 2008?
This year we made a strong push to strengthen our outdoor offering. Most of the products we developed were either damp or wet rated. The outdoor category was still in a growth mode, and our product offering did not adequately reflect the needs of the market. 
I am very pleased with our outdoor line at this point. The products truly reflect the best in casting quality, and the details are rich, timeless and beautiful.
We also wanted to introduce one very strong contemporary design which we did – The Vita.
There were several others, but due to circumstances beyond our control they have been pushed into 2009.
How do you keep up with the latest trends in home décor while maintaining efficiency and quality?
As the premium brand, I focus on timeless design. Fads come and go before I can develop a product. I focus on a five year lifespan. If the design cannot sustain a minimum five year lifespan with some finish modifications along the way, it is not right for our brand.
This is our Casablanca Ceiling Fan design model.
Style evolves faster than good taste…
What do you like most about working for Casablanca Fan Company?
I like the history of this company and the way it was founded. I also like the size of the company. It is large enough to do some great things, yet small enough to get your arms around and have a big impact.
Truthfully, I never really dreamed of working for a ceiling fan company, but it is an interesting category. Ceiling fans are EVERYWHERE once you begin to notice them. There is a great design opportunity combining the elements of lighting and air movement.
Right now we are focusing on creating the industries most competitive line – front to back. But soon I will be able to expand the definition of what a ceiling fan can be, and I am really looking forward to getting to the next level…
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Article created on Jul 08 by marylmphr
in: Casablanca Fan Company Ceiling Fans
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