Timeless Design


Interior Styles around the World 

Publishing Plan

January 2003





I.           Concept                                                              1

II.       Book Layout                                                     1-2

III.     Content sample                                                3-12

IV.     Page Layout samples                                    13-14

V.     Production Requirements                              15

VI.    About artSparx                                                15

VII.   About the Author                                              16

VIII.   Market Analysis                                                  16-17

I.   Concept


Timeless Design is a unique entrée into the world of international interior design.  Readers will learn how to create a look in their homes that emulates traditional interior design styles found in Mexico, France, Italy, the United Kingdom and the United States. 

This book features stories describing Rustic, Romantic, Classic and Contemporary design styles found in the countries listed above.  It also includes easy-to-follow, step-by-step tutorials allowing the reader to recreate the style in their own home.  These tutorials can be adapted to meet the needs of the full range of “do-it-yourselfers;” from the novice to the more experienced. 

Timeless Design is intended as a coffee table-type resource book for people interested in changing their home or office environment or simply learning about decorative styles found around the world and throughout history.  The book will be designed to be not only informative, but fun to read and visually appealing.  It will feature photographs of elements of the given style and photographs to support the step-by-step tutorials.

This is the first in a series of interior design style and tutorial books that will be released by artSparx.com, an art and design educational Web site.


Timeless Design will feature four distinct Design Styles: Rustic, Romantic, Classic and Contemporary.  The book will be divided into four sections; one on each design style. Each section (or chapter) will feature two examples of the style and step-by-step tutorials for each example.  Each example also will include a recommended color palette.  Skills developed in one section can be expanded upon through tutorials in other sections.

Following is a sample Table of Contents:

Chapter I – Rustic Style
       Section I -- Rural Mexican
               Tutorial:  Color Washing
               Materials: Comprehensive list of materials needed

      Section II -- Country Tuscan
               Tutorial:  Simulated Fresco Plaster
               Materials:  Comprehensive list of materials needed

Chapter II – Romantic Style
         Section I -- Early American
                Tutorial:   Stenciling
                Materials:  Comprehensive list of materials needed

         Section II -- English Country
                 Tutorial:  Distressed Furniture Effect
                 Materials:  Comprehensive list of materials needed

Chapter III – Classic Style
          Section I -- French Baroque
                   Tutorial:  Striee Glazing
                   Materials:  Comprehensive list of materials needed

           Section II -- Arts and Crafts
                   Tutorial:  Wood Graining Effect
                   Materials:  Comprehensive list of materials needed

 Chapter IV – Contemporary Style
             Section I -- Collectors’ Flea Market
                    Tutorial:  Silver Leafing
                    Materials: Comprehensive list of materials needed

            Section II -- Modern European
                    Tutorial:  Painted Granite/Stone Finish Technique
                    Materials:  Comprehensive list of materials needed

Chapter V -- Resources
            Section I – Safety and Clean-up (description of safety precautions to use when following the tutorials and how to dispose properly of materials)

Section II – List of recommended products and materials (include list of preferred suppliers in North America and United Kingdom and related Web sites)

Section III – Color concepts and descriptions of materials (including photographs, as appropriate)

Appendix I – Glossary of Terms

Appendix II -- Index

III.  Sample Content

Each section is illustrated with photographs of interiors, fabrics, colors, decorative items, etc.

Chapter I - Rustic Style


There is comfort in the impressions of history. In the imaginative pages of a favorite book, the passing images of a Shakespearean play, and in the spaces surrounding us. Rustic style creates this impression. It imparts a feeling of time that washes over our environment like a familiar stranger. There is coziness in worn furniture, softness is old walls and memories in the faded linen curtains, blowing gently, and scattering dappled light across a wide plank floor.

We visit the Rustic Style by traveling to two worlds, similar yet far apart. Mexico and Tuscany. Both these worlds emanate from vibrant cultures alive with tradition, culture and history.  And both present unique design opportunities. It is the love of craft, color and creativity, combined with a strong sun and dynamic environmental conditions that blend together and create what is known as the Rustic Style.

Page Layout Samples


Section I -- Rural Mexican Style

Emerald jungles, palm-fringed beaches, whitewashed villages, gracious haciendas, imposing Mayan ruins. Mexican style draws on a rich array of natural, artisanal and historical materials.  Like the country itself, Mexican design is welcoming and colorful, elegant and quirky.

Art is integral to the fabric of Mexican life. In Oaxaca, El Dio de los Muertos (Day of the Dead) is celebrated with hand-crafted painted skeletons, candy skulls, elaborate altars adorned with fruit, flowers and food. Guadalajara, the "Florence of Mexico," boasts spectacular murals depicting social and political issues. Throughout Mexico, "las indigenas" produce exquisite artifacts colored with the rich, warm hues of the natural landscape.

Mexico's climate allows a great deal of everyday life to take place outside in both public and private settings. In cobblestone town squares, music floats from bandshells. Family and friends often gather in outdoor cafes against a background of colonial architecture. The vaulted arches of cathedrals give way to fragrant enclosed gardens. Dulcerias proffer intriguing sweets that mix chocolate and cinnamon, tamarind and chilis. Indoors and out, in
Mexico, everyday existence satisfies the senses and delights the soul.

Exuberant decoration juxtaposed with solid structure is the basic recipe for Mexican style. Tile inlay on a mesquite table fashioned with mortise-and-tenon joints.  An imposing carved armario (armoire) alongside a hand-woven geometric rug. And the decorative possibilities of Mexico's vibrant regional folk art -- wood carving, clay figurines, baskets, pewter, candleholders, and yarn paintings -- are virtually limitless.

Elements of Rural Mexican Style:

Furniture: Often created from Mesquite wood and heart of pine structures.  This rustic furniture is handmade with visible signs of mortise and tenon joints.  Dovetail corner details add personality as well as strength to the furniture. Large iron hinges, and multi colored wood inlays solidify the impression of a sturdy, well built, hand-crafted furniture piece. A-frame table structures are perfect for laying out a days worth of tortillas and fresh baked flat breads. A heavy hinged  armoire with carved wooden drawer pulls stand like a sentinel, proudly housing the family personal possessions.

Fabrics: Hand-woven blankets and rugs hang from walls, add color to the wide wood plank floors. There are sure to be a few cast casually over a chair, ready to be used for just about any domestic need. Brocade fabric, often in rich colors, is seen in more formal spaces.

Floors: The use of tiles and stone are Mexican staples.  12” x 12” terre cotte tiles, baked and bleached by the sun, or octagonal shaped, create a wonderful texture as well as functional practicality. Rugs woven in traditional Mexican geometric designs or simple stripes, always with bold or vibrant color themes, contrast with tile floors or add warm to wide plank pine boards.

Lighting: Lighting is diverse and imaginative. One will find fixtures made of wrought iron, or wood. Candles, colored glass, pottery find comfort in this style. Wrought iron chandeliers hang in large, open rooms.

Accents:  Mexican style uses many different resources to accent the environment. From clay figurines, masks, candles, and pottery, to wood carvings and pewter objects. Many accents are colorfully hand painted.  Hand blown glass, often irregularly formed, create dappled light that dances over furniture and walls.  Silver smithing is a proud Mexican tradition. Picture and mirror frames are commonly additions to any room.

Tutorial -- Color Washing

Color Washing is one of the simplest yet most charming effects one can create.  It is an ideal technique for slightly irregular surfaces, small cozy spaces, or large, open wall surfaces. Color washing creates the appearance of floating color; soft and watery, or bold and striking.  It is often used on wall or ceiling surfaces to create a homey or rustic feeling.  The density of color determines the intensity of the impact; from a soft, subdued parchment effect to a fiery, earthy terra cotta.  When using earth tones, the color wash can have a slightly aged appearance and is ideal for imparting an aged patina to wall and furniture surfaces.

List of material requirements

Preparing the surface

Step 1: Remove all nails and repair any damaged or cracked areas. Prime surface with a good water based primer.

Step 2: Tape off all baseboard edges, ceiling edge, trim, window and door frames. Remove all electrical and light switch cover plates. Cover furniture and floor areas with drop cloths.

Step 3: Choose and apply the appropriate eggshell finish base color. Allow to fully dry (8 hrs).

Mixing your glaze:
Mix universal tinters with glaze coat thoroughly and add water. Experiment with fluidity and color strength. Don’t dilute glaze too much, as this will be your ‘master glaze color’

Step 4: Place a portion of the prepared glaze color in a 2.5 qt. bucket. Add water and dilute to proper consistency. Experiment. Fill the other bucket 2/3 full with water.

Step 5: Prepare 2 sponges by rounding corners and edges. Ordinary household sponges will do fine (1 ½ inch thick and approx 6 inches x 4 inches).

When glazing, always work from top to bottom. If you start at the bottom and work upward, any drips or spills occurring can damage already treated lower portion finish.

Applying the color wash

Step 6: Use one sponge for the water and one for the glaze color. Starting at the top of the wall, take sponge 1 with the water and dampen surface. Work in one area at a time, moving methodically forward over wall surface. Saturating the surface first allows the glaze to go on fluidly and evenly. 

With sponge 2, dipped in the glaze, rub over damped area of wall and spread glaze. Work evenly over area for full coverage. Vary the pressure applied to the sponge to leave areas with slightly denser concentrations of glaze. Continue to soften glaze color working in a criss-cross manner until desired smoothness is achieved. Work quickly and conscientiously, keeping exposed edges dampened with water.

Step 7: Move to next area and repeat. Do not put glaze on previous edge but rather apply within 1 inch or so and soften into previous edge with sponge or dry brush.

At corners, apply glaze to within ½ to 1 inch of edge and with a dry brush, work into corner, then soften and smooth with light, gentle movements.

Applying a protective varnish coat

Step 8: To protect the surface, a water-based varnish, such as Benjamin Moore Stays Clear, may be applied after color-washed surfaces have dried completely (24 hrs). For wall surfaces it is recommended to use flat (matte) finish, eggshell or low-luster finish varnishes.

Step 9: Clean up with warm, soapy water. Dispose of remaining glazes properly.

Section II – Country Tuscan Style

The northern Italian region of Tuscany offers visitors an overwhelming experience for the senses, with the sounds of its music, the smells of its cooking and the visual richness of its distinctive style.

Florence and its surrounding towns… Sienna, Montepucciano, Pisa, Arrezo… are situated in the heart of Tuscany’s rolling hills. The Tuscan landscape is flecked with Terra-cotta rooftops and cypress trees, and by the soft, sun-drenched hues of local marble and clay.

Tuscan style evolved through layers of history, taking cues from the earliest Etruscan metal craft and pottery, and of course, from the sumptuous world of the Italian Renaissance. In Tuscany one finds frescoes, cracked and worn by time, still vibrant with original pigment, depicting ancient deities and the decadence of the late Roman Empire. Mosaic tiles, wrought iron gates and portals, distinctive bridges and architecture all reinforce the unique Tuscan identity, a particular expression of the Italian soul. Michelangelo, Caravaggio, Brunelleschi, Botticelli, and Cimabue all contributed to Tuscan splendor. It’s no wonder Tuscany plays a substantial role in Italian culture and identity.

Elements of County Tuscan Style:

Tuscan rooms typically are beautifully proportioned on classical lines. Ceiling height, the size and scale of such features as the fireplace, windows and doors, as well as the furniture, all play an important role in creating balance and harmony within the room.

Walls: The wall treatments of the Italian home act as support for the rest of the interior. One sees wall painting, from Frescoes to murals, beginning in the earliest days of Italian culture. Plaster walls, stucco-lustro and marmorino walls all evoke the classic Italian feeling. Use of Tapestries, gold leaf and ornate detailing such as plaster moldings all helped to define the interior, often bringing historical context and stylistic vigor to the home.

Objects: Painted tiles, colorful plates and Marino glass from Venice, fall naturally within the Tuscan aesthetic. Wrought iron objects such as sconces and candle holders support the mix of earthen materials found within the home. Metal, stone, fabric, and plaster walls all combine to create this natural Italian style.

Floors: Terre-cotta tiles, glazed ceramic and marble inlay in intricate patterns are a few examples of the Italian sensitivity to design that carry through from ceiling and walls to the floors. Different types of marble create a color palette that defines the exquisite floors of The Duomo in Florence. Raw Sienne, umbers, rose pink, yellows and the pure white marbles from Carrara, above Pisa, all become the tools of the skilled craftsmen and artists. Pale travertine is often still used in homes and stores. Terrazzo floors, made from marble chips ground with crushed stone and stucco, polished to a smooth surface create new and diverse patterns to experiment with.  Mosaic work, often of glass, stone or tile adds flare and energy. And of course, the wooden floor can be left plain or adorned with Persian rugs—which were originally imported by Venetian and Genoese merchants in medieval times.

Fabrics: Silks, velvets and hand woven brocades fill the home on furnishings, curtains and bedding. Lacework and linens add a bit more texture to the environment and rich damask patterns, tone on tone, are used effectively in all rooms.

Furniture: Furniture varies greatly. From rustic, folk pieces to the classic veneered and hand painted items. Inlay and gilt details all support the rich visual texture of the interior environment.

Tutorial – Simulated Fresco Plaster

The ancient world has always been a stepping stone of inspiration. Antiques are sought after, rooms are aged and a sense of time is washed over furniture, fabrics, wall coverings and objects large and small.

Fresco walls evoke just such a thing, hand built plaster walls that have been painted in a manner that allows the pigment to permeate the surface and become integral with the wall.

-Follow step-by-step tutorial -

Chapter Two - Romantic Style


Romantic style is a flexible decor that may draw on Early American, Victorian, Arts and Crafts, and English country heritage. The style mixes the substantial and ornate with the down-home, but is careful to avoid clutter. Its comfortable and traditional ambiance evokes Old and New England, calm grace and farmhouse coziness.

With the Romantic style, images fill our minds. Ivory-colored linen curtains, casting a mosaic pattern in shadow across the breakfast table, might soften the early morning light. The scent of last night's fire is still in the air. Objects and details, essential elements of Romantic Country style, make each room a cozy refuge. This style appears as a collection of heirlooms gathered over the years and glowing with the patina of history.

Section I – Early American Style

Outside the early American farmhouse, a wooden sign, carved in the shape of
a pointing hand, sternly admonishes: "America: Love it or Leave it."  And
judging from the contents of the Americana-inspired home, the inhabitants
choose to love it.  The house itself, built in 1783, testifies to 200 years
of American ideals: simple, forthright lines, welcoming but plain spoken
color, only the barest ornament in the form of a weathervane or whitewashed
trim.  Inside, though, a wealth of treasured Americana provides a touching
testimony to a love of home -- and homeland.

The basic furnishings of an
Americana house are unpretentious, even
homespun.  Wide planked oak or pine floors and historic color tones such as
muted greens, slate blues and red or coral tones provide a rich historical
backdrop.  But it is in the details that the space is truly defined.

Decorative arts both naive and accomplished display patriotic colors and
themes.  Stars and stripes abound, in classic as well as quirky forms.  In
formal spaces, prized folk art like a beautifully crafted flag quilt can add
historical heft to the decor.  In less-traveled areas of the house, Old
Glory can be put to more quotidian uses.  A flag bedspread and pillows perk
up a simple white bedroom set.  A comfortable upholstered sofa is adorned
with stars-and-stripes throw pillows, making for equal parts Betsy Ross and
Edith Bunker.

The Americana home must be neither a museum exhibit nor a kitsch palace.  A
combination of antique utilitarian artifacts with patriotic crafts can make
for an intriguing blend of national history and postmodern junk shop wit. 
In one inspired corner austere early American paintings hang beneath a ceiling exuberantly decorated with red and white stripes.

Inside and outside the house, loosely painted commonplace objects in red,
white and blue -- like a flag-themed section of picket fence -- add a funky,
down-home tone.  And for decorators unafraid of the junkyard aesthetic, even
old farm machinery, tools, and auto parts can take on a patriotic air.

The most treasured finds of all for the Americana enthusiast may be the
commonplace objects -- toys, whatnots, household wares -- of the  past,
particularly if they have a patriotic theme.  An Abe Lincoln dancing wooden
doll reminds us that patriots past also had a sense of fun.  When coupled
with more substantial pieces of Americana like an antique pie chest or
simple country furniture in Shaker or Pennsylvania Dutch style, these
whimsical items can take on a touching reverence.

Elements of Early American Style:

Furniture: The furniture tends to be solid, often constructed from oak and pine. They are substantial pieces, simple in design. Simple, unadorned with details, accentuate function harmonized with form.  On the porch a wicker rocking chair might rest. A loosely painted dresser, colorful and whimsy, would add just enough charm to the living room.

Fabrics: Simply textured fabrics, thickly woven, add the necessary color to accent the room. Lace curtains or table runners create the appropriate balance of handy crafts and simple elegance. The simplicity of linen, hung as curtains, would offset the colorful embroidered pillows, or complex quilted panels hung as wall hangings or casually thrown over the back of a chair.

Floors: Dark oak floors come to mind when speaking of Early American style. Hooked or braided rugs are especially nice details found in hallways, the kitchen or in the bath areas.

Accents:  One can expect to find a collection of old China and silver, passed down through generations. Bric a brac, like antique games, odd kitchen implements or fireplace tools hung randomly add to the casual coziness. A cast iron wood stove would be alive through winter, and the passage of time counted out by a grandfather clock. Large andirons sit firmly in the hearth. Framed pictures and mirrors are common place, reminding us of whom we are and where we’re coming from. Copper or cast iron pots impart the feelings of a well-used kitchen.

Tutorial – Stenciling

- Follow step-by-step tutorial -

Section II -- English Country Style

In the English countryside, pretty villages dot rolling hills and cobblestones line narrow medieval streets.  Come in through the garden gate, and you'll find a steep thatched roof overhanging ancient leaded glass windows.  Old garden roses creep around the carved oak door.  The grounds, whether a picturesque cottage garden or rolling parkland of the local manor house, are lovingly cared for.  Everything is fresh, tidy, and welcoming.

Slate roofs, thatched cottages, wood beam ceilings, and flagstone floors evoke scenes from Dickens or Hardy.  The local pub is homey, with low ceilings, cozy rugs, and dark wood bathed in warm yellow lamplight. Stories, gossip, and local politics are traded here over pints of local ale.  For the weary traveler, a bed and breakfast offers rustic charm, time-darkened wood wainscoting, and low-hanging leaded windows. 

English country colors are natural and subtle: dark wood, gray or beige stone, warm ivory walls, perhaps a dark red or green accent wall.  Furniture and wainscoting are carved wood, with Victorian lines.  Lamps are important, with wall sconces or perhaps a rustic iron chandelier creating intimate pools of light and making hand-rubbed wood carvings gleam.  A rug in a nineteenth-century floral pattern can add color, or perhaps a basket of dried wildflowers.

In the summertime, the all-important cottage garden serves as an "outdoor room" where tea and lunch can be served.  The lawn or stone courtyard is surrounded by clipped hedges, climbing roses, forget me nots, bluebells.  An old well cover, a low stone wall, or perhaps an arch clothed by clematis adds architectural interest.  Ever-practical, the English cottager includes some vegetables in the landscape: a cucumber frame, a fruit cage for red currants and gooseberries.

Elements of English Country Style:

Walls: The walls play a supportive role in creating the romantic country feeling. It is the objects, the pictures, fabrics and furniture that add character to this style of design. In creating a background for the many wonderful objects, the walls are often treated with the soft colors created by color washing. This adds dimension to the romantic room, without making a design statement. Wallpaper, wallpaper borders, and stencils can also create the proper feeling to the Romantic Country room. Create a background texture using wallpaper, or interesting details through stenciling and wallpaper borders. This will add energy, and can often act as a perfect tie-in to the eclectic objects and furniture.

Furniture: The furniture tends to be solid, often constructed from oak. They are substantial pieces, simple in design. Chippendale, Victorian, Queen Anne styles all are found in the Romantic Country home.

Fabrics: Floral fabrics, thickly woven, add the necessary color to accent the room. Often velvet is used on a couch or perhaps a single chair, mixing up fabric textures to add to the rich variety of the environment. Colorful embroidered pillows complement natural colors of wood and plaster.

Accents:  One can expect to find a collection of old China and silver, passed down through generations. Bric a brac, like antique games, odd kitchen implements or fireplace tools hung randomly add to the casual coziness. Copper or cast iron pots rest upon a hot Aga, ready to provide the inhabitants with warm victuals.

Tutorial – Distressed furniture effects

A distressed wood grain finish can make furniture appear time-worn and weathered.  It is the perfect way to turn a contemporary piece of furniture into a piece that looks like it has been in the family for generations.  Creating a distressed effect for furniture also adds a sense of comfort and coziness to a room and easily complements wall surfaces that have wallpaper or other decorative paint effects, mural paintings or plaster treatments. 

The following tutorial is designed to help you create an antique, sage wood grain effect, with a dark tone glazed over a lighter base coat.

Step 1: Remove all nails and repair any damaged or cracked areas. Isolate moldings, doors and trim by taping off wall surfaces and surrounding areas. If necessary, remove all electrical cover plates. Cover furniture and floor areas with drop cloths.

Step 2: Prime as needed.

Base colors and mixing your glaze

Step 3: Determine the overall color value of the surface being treated. Choose an eggshell base color.  Allow this base color to fully dry (8 hrs).

Step 4: Mix the secondary, 'grain' color. 
In a bucket create a color combination that is the value and color you would like to achieve. The glaze coat is mixed as a concentrated color, and then diluted to the fluidity needed for the glazing process.  For most rooms, one quart of Benjamin Moore latex glazing liquid will be sufficient. Using universal tinters, add color slowly, mixing thoroughly until desired color is achieved. Add ¼ cup Floetrol to help extend the drying time. It may also be helpful to add small amounts of water to facilitate mixing. This will be your ‘master glaze’. Experiment in a low visibility area of the surface being treated. Adjust color of the ‘master glaze’ to your liking, wiping clean your test area after each test application.

Step 5: Wear disposable gloves. With glaze color prepared, place a portion of glaze color in one of the 2.5 qt. buckets.  Add water and dilute to proper consistency. Experiment. Fill the other bucket 2/3 full with water.

Step 6: Use the sponge for the water and a clean 3 inch to 5 inch brush to use for your color glaze. Wet the surface with water to dampen it. Work one area at a time. Wetting the surface first allows the glaze to go on fluidly and evenly.

Take a brush, dipped in the glaze, and brush over dampened area to spread glaze. Work evenly over area for full coverage. Make sure not to leave any untreated areas.

Step 7: Take a clean, dry bristle brush and with a firm hand begin at one end of surface, dragging the brush evenly through the glaze moving in a downward manner. This will remove the freshly applied glaze from the surface, revealing the base color and producing a striee, lined texture. 

This treatment resembles a wood grained effect. It is important to drag the color in the proper direction to maximize this effect. In this case, straight up and down.

Regularly wipe dry brush with a clean rag to remove excess glaze to insure a fresh grain pattern. Work evenly over surface. Wipe end edge with a rag to create a clean finish line.

If glaze is too fluid and continually “sags” or runs, allow to set momentarily then return and work at glaze with a dry brush until smooth. Be aware that latex glazes set quickly.

Step 8: Move to next area and repeat. Work glaze to previous edge but don’t overlap existing striee. Continue until area is completed.

Applying a protective varnish coat

Step 9: A water-based varnish, such as Benjamin Moore Stays Clear may be applied after striee surfaces have dried completely (24 hrs.) for surface protection. For trim and molding surfaces it is recommended to use a Low-luster finish, or Satin sheen varnish.

Step 10: Clean up with warm, soapy water. Dispose of remaining glazes properly.

V.      Production Requirements

Content Development

All content is original and will be developed by artSparx.

Photographic requirements

All photographic imagery will be provided by artSparx.

Graphic Design

Book layout and design will be completed by artSparx.

VI.     About artSparx

artSparx.com is an art and design education and resource Web site, which provides simple to complex art and design principles and step-by-step tutorials to individuals exploring their own creativity.  The site pairs design style features with tutorials that help users emulate the various styles in their home or office environment.  It does so in a fun, interesting and un-intimidating way and offers on-line resources and art and design advice.

artSparx has been on-line for just over a year and currently has, on average, 2,000 unique visitors per day, with over 1 million hits per month.  The artSparx community is growing rapidly and has become a one-stop design resource for people all over the world.

Recent media coverage of the site includes:

-          Feature articles in Realtor Magazine, the preeminent real-estate industry magazine.

-          ‘Caught-on-the-web’ art and design web-site award 2002.

-          NYArts magazine – July 2002

-          FineLiving – artSparx is a top recommended web resource for the arts.

VII.    About the Author

Tobias Freccia

Tobias Freccia, founder of artSparx.com and Freccia Studios (www.frecciastudios.com), is a leader on the international stage of interior commercial and residential art and design. His expertise ranges from fine art painting and reproduction—including portraiture, landscape painting and still-life—to interior design, object and furniture design, and specialty gilding. He has also served as a color consultant and fine art lecturer and educator. Tobias holds a degree from the Parsons School of Design in NYC and represents clients in Asia, Western Europe, and the US. In addition to studying in the United States and Europe, Tobias has conducted extensive research on art and design throughout the world.

VIII.        Market Analysis

There are 2 types of Art and Design, Interior Design and Home Improvement reference and resources products available to the commercial consumer market.

  1. Coffee table style design reference books utilizing photographic images as a primary design content.
  2. Step-by-step home improvement and resources books.

These 2 types of content are published and presented to the consumer in essentially 3 ways. Each publisher targets a specific demographic market; the economically challenged do-it-yourselfers, the mid-range interior design enthusiasts who have design style savvy but prefer to do-it-themselves, and the secure home-owner who is simply looking for design style inspiration.

These book offerings are typically broken down into 3 different presentation formats.

  1. As a resource and reference guide to interior design.
  2. As an educational, how-to guide to interior improvement.
  3. As a combination of reference and how-to guide.

It is artSparx  goal to target all demographic markets by offering the core appeal of each presentation format.  We feel that the presentation style of Timeless Design captures this appeal in a way that is currently not maximized with existing publications. In essence, pairing distinct design styles with targeted tutorials, all of which are presented in a simple to understand yet visually sophisticated and stimulating manner. 

The current design style market consists of:

High-end, coffee table formatted books such as;
         Interior Series books – Published by Taschen - Country Houses Series -
Interiors Series – Berlin Interiors, California Interiors, London Interiors, etc.

Middle to High-end formatted books:
Decorating Style – Published by Simon/Schuster

Middle range design books – publishing houses re-distributing content from Magazine and alternative media sources.
Better Homes and Garden Series
– Published by Meredith
Traditional Home Series
– Published by Meredith

General design reference
Exotic Style – Published by Potter
Color, natural palettes for painted rooms
– Published by Potter

‘Celebrity’ design books

            Martha Stewart Series – Published by Potter

            Christopher Lowell: If you can dream it – you can do it

Published by Potter

            Lynette Jennings: Straight talk on Decorating

Published by Meredith

            Katie Brown: Decorates – Published by Harper - Collins


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