Go PRO LA - PROcess

PROcess: Designing for the New Affluents


Friday, June 21
1:00 p.m. - 4:00 p.m

The New Face of Affluence, Dwell’s continuing study of emerging trends, shifting attitudes, and changing purchase behaviors of the "new affluents," turns its focus to the designer’s role in bringing good design to the clients with bigger budgets. In Designing for the New Affluents, hosted by Dwell president Michela O'Connor Abrams, ASID designers Monique Lafia of Lafia/Arvin and Meg Joannides of MLK Studio will walk us through their big-ticket projects, exploring the interests, buying patterns, and influence of the new affluent design aficionado.

Presented by Michaela O’ Connor Abrams, President of Dwell Media and Monique Lafia, ASID

Michela O’Connor Abrams is the President of Dwell Media, the award-winning design and lifestyle media company based in San Francisco. Most recently, Ms. O’Connor Abrams has initiated several successful brand platforms for Dwell Media including Dwell Digital, Dwell on Design events, and the Dwell Homes Collection. The newest Dwell platform launched by the Dwell team this Spring is the for-profit platform Dwell Strategy+Research and its groundbreaking New Face of Affluence reports. In over 25 years of experience in publishing, online branding strategies, trade show management, and strategic business development; Michela has held executive positions at IDG, Ziff-Davis, and McGraw-Hill. She was most recently named President of the GoodWeave Int’l Board and is a frequent speaker on branding and media innovation at Universities, associations, industry events, and symposia.
Monique Lafia, ASID studied design at the UCLA Design Program, where she obtained her Design Degree from preeminent practitioners in the Design and Architecture fields. Monique spent 9 years as a Designer for highly respected veteran Los Angeles Designers Waldo Fernandez, Cheryl Rowley, and Hendrix/Allardyce, obtaining experience designing international luxury hotels, high-end restaurants, and luxury estates. At the same time, Monique acquired the technical experience she considered necessary for designing luxury residences, and obtained CCIDC and NCIDQ certification/licensing, before launching Lafia/Arvin in 1997. Monique is an active member of the Institute of Classical Architecture (New York, N.Y.), and The Decorative Arts and Design Council (of LACMA, Los Angeles,CA.