Barry Goralnick, President and Founder of Goralnick Architecture Design Studio, joins us this week to discuss the design process behind his recently released James Collection. Created in collaboration with Watermark, and used in their first fully suited office building in Manhattan’s Flatiron District, the James Collection of hardware and accessories translates classical, faceted shapes in a modern, industrial context.
Raymond Paul Schneider: When did you first start to develop this new collection?
Barry Goralnick: We started developing the James Collection in 2018 for the renovation of the St. James Building in Manhattan, built in 1896. Partnering with Watermark on the faucetry, the end goal was to create a design that would evolve into a retail collection.
RPS: What was the overall timeline from conception to achieving the final design?
BG: The initial design concept took about 2 months – though there are many technical details to address in designing plumbing. For the contract project, we created a hands-free model that turned out to be prescient with the forthcoming pandemic. For the complete collection, it took 6 months to develop all the SKUS for sink, shower, and tub (32 in total).
RPS: What was your initial inspiration, and where did the idea(s) come from?
BG: I am fascinated by forms created during the Industrial Age. As an architect, I am drawn to tools, hardware, and industrial elements. Often in my designs, I will modernize familiar forms and add polished or elegant finishes with unexpected effects. Sprockets, cogs, tools, and bolts inspired the James Collection.
RPS: Please describe your overall creative and design process.
BG: My product development process begins with a creative concept and hand sketches. In this case, sprockets and cogs became faucets, elongated bolts became stems, as well as stylized escutcheons. The handles of the lever faucets were inspired by old tools. From there, we model the forms in Solidworks. Then Watermark creates the shop drawings and prototypes.
RPS: Did you have a specific audience or theme that you had in mind?
BG: Although the initial creative impulse was inspired by a specific project, the aesthetic fits perfectly into the Watermark family of designs, which do feature industrial-inspired collections. At the same time, they offer something new, giving more breadth to Watermark’s offerings.
Watermark agreed that there was nothing like this in the market. The choice was clear that this was the best look for our first collection together.
RPS: Please describe the methods, tools, and materials you used to develop and prototype this design?
BG: I start all our projects with a hand sketch. Once the concepts are complete, we model them in Solidworks. Watermark created shop drawings and 3D-printed models, and I inspected and continued to refine them for each SKU. Prototypes, finishes, and finish combinations were explored throughout the process. There are over 30 SKUs that all require specific technical details. It was a truly collaborative effort to ensure design, functionality, and national plumbing standards are all met and delivered with excellence.
RPS: Did you utilize a new technique or technology to conceptualize this product?
BG: 3D Modeling was key to realizing these designs. It has really revolutionized Industrial Design. Seeing and feeling the scale, proportion, and finish is when a product designer can understand if the realized product captures the spirit and voice of the design’s creative core. Practical concerns like finishing become apparent when there is an actual form to assess.
RPS: Describe your overall brand DNA and Ethos
BG: Our design philosophy captures what we call the Blended Modern lifestyle – the ultimate in successful living. Distinctive designs should be iconic for their unique design aesthetic and versatility. No single time period predominates. While every SKU is unique, each possesses a common theme. They are one-of-a-kind statement pieces that lend themselves to an individual eclectic design expression.
No two people are alike, so no two rooms – or bathrooms – should be. Their home is an extension and a unique expression of their personal style. In this collection, every distinctive piece fits well into a variety of design vocabularies.
The James Collection is a nod to both the past and the future – to traditional and industrial design, with modern, softened forms and finishes make it distinct and fresh.
When a fellow designer was introduced to the fixtures in black and brass, they saw it as evolved Art Deco. Another felt the James Collection looked like a refined, sophisticated alternative to Steampunk. While a third believed the aesthetic fit in well with Hollywood Regency’s glamour. It’s the Zelig of the plumbing world.
Click here to see more of our “Anatomy of a Design” series.
Like what you see? Get it first with a subscription to aspire design and home magazine.