Elements of Modern Design

Pella Showcases Design Leadership



Pella knows interior designers and architects are the ultimate influencers when it comes to guiding their clients’ window and door choices. As a result, the brand sought to elevate itself in the hearts and minds of these critical gatekeepers.


Studiobstyle recommended two approaches: introduce Pella thought leaders to movers and shakers at Dwell on Design and create a media splash at the AIA Conference on Architecture.


Pella director of architectural business development Alan Pickett, Pella Design Council member Takashi Yanai, partner at Ehrlich Yanai Rhee Chaney Architects in Los Angeles, and Meredith Heron of Meredith Heron Design in Toronto gathered on the Studio Two stage at Dwell on Design to share their ideas on what makes good modern design, and how you know it when you see it. The discussion continued over an intimate media dinner at a new LA eatery. 

Then two months later - Pickett, Heron and Pella product experts shared the company’s industry innovation, the Integrated Rolscreen, along with a futuristic window concept at AIA, in front of more than a dozen editors whose stories intersected with those valued designers and architects.


Both thought leadership events sparked a half dozen story placements in target publications and online.

Studiobstyle penned an article for nationally syndicated publication Star Tribune Magazine, and a blog for the largest shelter publication in the region, Midwest Home magazine, featuring highlights from the event, including Pella’s Alan Pickett.

The social media team captured video of the panel discussion and interviews with Pella thought leaders to post on Pella.com and share on social.