New York House: What inspired you to become a designer?
Susan Serra: The combination of both the analytical and the creative. It seemed a very natural way to express myself in both ways. Certainly kitchens and baths are extremely analytical and extremely detailed. I like detail, I can live comfortably in detail, but I also like just freestyle, free formed design thinking. And I think it’s exciting to pair the two. It remains to this day an exciting exercise to bring the two together.
NYH: When did you initially come up with the concept for Bornholm Kitchen?
SS: I have a history of Scandinavian design interest from my family heritage and from having visited Scandinavia. So I would say it’s always been with me. I just got this going in the past couple of years, but it’s certainly been on my mind for many, many years.
NYH: What do you feel makes your pieces stand out against competitors? Visually, they are stunning and original. But what about efficiency, practicality?
SS: First and foremost, it’s a distinctive design, which by definition is not a trend. It stands alone. It has a furniture quality in regard to its aesthetic. It can also transition into a number of different styles and themes: it doesn’t only have to be in a modern situation; it can be in a country French, country American, or even a traditional situation. Sometimes these English country interiors certainly have not just one style but an accumulation of different, wonderful eclectic pieces. That’s how I view the style of Bornholm -- more eclectic, more distinctive, but flexible.
NYH: What makes your products ecofriendly?
SS: I am very proud to say that I did research and I am thrilled to say that our wood products are rated NAUF (no added urea formaldehyde). I’m also thrilled that our wood finish has zero VOC. In addition to that a distinctive property of our wood finish is that it can easily be refinished over time. I’m very excited about the finish because whenever it scratches or any other problems, it is very easily renewed which adds to its longevity and its sustainability. I think there few, if any, competitors who can claim that their finish is as easily able to be refinished by the consumer over many years. This is such a strong distinctive piece about the product.
NYH: Is this your first attempt at sustainable design?
SS: Green has become much more “fashionable” in the past five years. Prior to that, the way I’ve approached my projects is to first ask the client what are they interested in saving. I have a very strong history of reuse. What do they want to save in their renovations? What appliances can they save? I’ve also always had the conversation when clients have approached me in regards to doing an extension: Is this extension really necessary? Due to increased cost, increased energy and usage, is it really necessary? And I would do design work to try to settle with a client if an extension or a larger expansion of a footprint is really necessary.
NYH: Who is the target audience for these products?
SS: People who are interested in a product that is a non-trend, one that can have longevity in terms of both its design and its function. Certainly people who are sensitive to ecofriendly and sustainable products. People who are interested in design overall and want something to last that has value in terms of its aesthetic and function.
NYH: Anything else you want to add about your ventures at Bornholm Kitchen?
SS: The Scandinavian inspiration was very important to me. It’s something I understand, that I’m comfortable with. My daughter [Kelly Serra Donovan] is working with me which I’m very happy about. We have worked together before she went to college and she carved out her own profession. {Working together] was something I was patiently waiting for and hoping for. She’s a smart, smart woman. She has her finger on the pulse of what’s happening with her generation. It’s wonderful to have this other perspective. The only other thing I would mention is Americans default to maximizing every cubic inch of available storage space within the footprint of the kitchen. That’s what we default to because we are a consumer society and we buy stuff and we want to store stuff wherever we can. I think it’s time to enhance or to raise the importance of the aesthetic piece in designing a kitchen at the same level of function and storage. Function and storage is usually focused on first and foremost but I think aesthetics and functions should truly go hand-in-hand. Some small storage sacrifices may need to be made...equivalent to sacrificing one or two cabinets in exchange for living in a wonderful and true environment that will also relate beautifully and seamlessly to surrounding spaces. That’s a new concept that I think people are warming up to. Why can’t our kitchens look like a room? I think they would be a joy to live and work in!
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