"A Look Inside, The Mind Of A Designer"
An interview with Dann Foley
By Hunter Teran
Publisher "Itsaboutpride.com"

I sat down today with eminent designer Dann Foley, to discuss exciting new developments in design and fashion. Dann is the exclusive designer on SHOWTIME's hit series "The Real L- Word" and can be seen on this season's upcoming new episodes. There was no "Star Attitude" from this affable and intelligent celebrity. Rather, Dann strikes me as a down to earth guy, leading an extraordinary life.

Question:
Many designers utilize products purchased from a wide oray of sources, I noticed that many of your products are designed and created by your company, and private labeled. what advantages does that present to your clients?

Dann:
I would say the biggest advantage to having my designs, and my exclusive designs, is that (especially here in America) today's retail "face" is just so homogenized, that in reality, there is very little to choose from. Every mall, in every city and in every state, has the very same merchandise. People don't come to me for that, they can go to those stores, and buy it themselves. So, when a client comes to me ( and it DOES NOT matter the budget or the price point) I make sure that what they get is the most unique product that I can come up with, create or source for them.

"To really sum it up... It's all about exclusivity, and exclusivity can come at EVERY price point!"

Question:
What other elements are there, that really sets your company apart from your closest competition?

Dann:
There are quite a few things. Number one, first and foremost, is simply my attitude. One thing that just about every client who has ever hired me has said is... "You want to know why I hired you over the other firm Dann? Because you really seemed genuinely excited about my project (or my home)."

And, it's true! My enthusiasm comes through, the excitement I get while working on every project is.. palpable! I can't help myself. So, what I bring to the table is not just a skill set or talent but also dedication to each and every client... It is NOT just another job for me!

Question:
Would you say that you treat each project, as if it was your own home, or your own space that you are creating?

Dann:
I approach each and every project with the same level of excitement, as if I were working on my very own home! I really do. Another thing I really must add, because it's so important to me, is that... you are supposed to be having a good time with me.

Question:
What does that mean to you?

Dann:
If you are spending your hard earned money, you should also be enjoying it, and if you are not, I think there is something which has gone wrong. I am totally sensitive to that... I go out of my way to make the project a truly enjoyable experience, because it should be! I always make sure it's fun.

Question:
Would you say that you tend to create more of an "environment" than you do a "space"?

Dann:
Absolutely. We don't really like to use the words "decorator" or "designer" as much as, we like to say, "we create not rooms... but rather lifestyles" for our clients. In this totally homogenized market, the only thing we have left to really stand away from that, is to really understand what it means to personalize to the unique needs of the specific client. I really am the guy who can do that better than anyone else.

Question:
What recent changes have you made to your company over just the last couple of years, that really stand out?

Dann:
I would say first that we have been able to bring exclusive designs to our clients at a reasonable price point, not everyone else has the reach to make exclusive, also affordable. As a real world example... My custom sofas will often cost less than a run-of-the-mill furniture store sofa. Yet, they are worlds apart, when you talk about design and quality.

I also, by bringing my company National (and actually, Global at this point... utilizing both my TV appearances and the internet), strive to put my brand philosophy out there, so that people can not only see what I do... but also learn from what I do. That's really important to me, I have a unique viewpoint and I am making sure that folks have an opportunity to see that.

Question:
Can you tell me what it has been like for you, to be THE exclusive designer selected to appear on SHOWTIME's "The Real L word"?

Dann:
Ahh... Well first I have to say it was very very flattering indeed. I of course found the whole involvement with the show to be exciting and fun. It really came down to the fact that one of the storylines, the two women, I was actually already working for them. In fact, this was the fourth home I had designed for one of the stars of the show. So, we had a very long history together already. When I was approached by the producers of the show, of course I was excited and frankly thrilled to participate.

When I realized that I was the only guy on "The Real L- Word" and the only designer... that mine, was the only design work being featured on the show... it made me realize that all of my hard work in wanting to take what I do beyond just that upper level of client who "gets me" or who "gets to have me", to the every person, was such an exciting endeavor for me.

Question:
It must be very satisfying to know that something that you believe so strongly in, that you embrace so closely, is now disseminated to basically the whole world.

Dann:
Exactly! That's what it's really about for me from now on. I don't want to design only for that 2% of America. I want everyone to realize that great design comes at EVERY price point and "Living well, can be done at ANY budget ".

I don't just design rooms on the show, we really go from the very beginning, from concept, to design presentation, through the decorating and to the instillation, and even ... believe it or not... right into their first dinner party in their new space! I even helped them plan and execute their first party in their new dining-room.

I want everyone to know that, these clients may have spent a lot of money, but EVERYONE can learn from what I did. Getting the opportunity to see me at work, allows one to not just walk away with, "wow they are rich and that was beautiful" but moreover "hey, I can use that idea in my own home". How things are mixed and pulled together, even at the level of fabrics, is a take-away for everyone, something anyone can do in their own home. That's what I really want people who watch the show to walk away with when they see me. Beyond all else, that's why I did "The Real L- Word".

Question:
My last question for you Dann, if you had to sum up your philosophy of design and fashion in a nut-shell (which we know is a hard thing to do) if you had to though, what would you say?

Dann:
"Simply this... Living well is for everybody... It is NOT just for the few".

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Dann received his formal training at Drexel University, Nesbitt College of Design Arts, Philadelphia, PA and spent his first two years of practical training designing model homes along the eastern seaboard from New York to Florida.

Dann's work is stylistically varied with over 20 years of design experience. Dann believes "there are no problems, only solutions." Dann has a passion for great design, a commitment to excellence and a dedication to client satisfaction.

During each phase of a project, from initial concept and design development through final installation, Dann Inc. distinguishes it's work through rigorous attention to detail, high quality standards and follow-through.

These are the key ingredients that set Dann Inc. apart.

Dann Inc.'s company offices in Palm Springs, Chicago and Philadelphia are all full service consultation, architectural and interior design houses with renovation and construction, spec and sample home installation, exterior specifications and landscape design.

Dann Inc. is world renowned with residential and commercial/hospitality designs in New York City, New Jersey, Philadelphia, Washington DC, Savannah, Charleston, Ft. Lauderdale, Miami, Chicago, Santa Barbara, Palm Springs, Palm Desert, Jordan, United Emirates, Saudi Arabia and Seoul, Korea.