Iconic Modern Home is the culmination of a journey that the CEO, Geoffrey Walsky, a former finance guru turned mid-century modern dealer and lover embarked upon. His passion for interior design was ignited by his French mother who worked in the fashion industry which ultimately led to designing store and museum layouts. The high-end interior design firm, Iconic Modern Home, was born. Teresa Kratzman, a former Wall Street executive turned marketing maven, joined Walsky in 2016 as a consultant and is now the President, overseeing the process and delivering unmatched results. You will hear a lot about the “process” because Modern Iconic Home requires their clients to trust it — and them.
We met at the Iconic Modern Home showroom in Water Mill and were taken aback by the ceiling-to-floor marble fireplaces surrounded by dazzling furniture with the unmistakeable MCM bent that is timeless yet glamorous.
Your work is stunning! Can you tell us how Iconic Modern Home had its beginnings?
Teresa Kratzman: Thank you so much. Very organically, Geoff had been a dealer in modern, mid-century furniture while bring a weekend warrior in DIY projects when the opportunity presented itself to stage an apartment in Manhattan. I was hired a few months as a consultant to run marketing and business development. That was the fall of 2016 and we have never looked back.
We both have finance backgrounds. I think that contributes to our success as we are bottom line driven and focus on the value we provide to our clients.
What is the full gamut of your services?
TK: Iconic Modern Home is a full service design firm. We offer property staging, renovations, turnkey rentals and design services whether it’s residential or commercial. Our business model is different than most and our services work best for those clients that can trust the process and allow us to execute their vision based upon Geoff’s talent. We are progressive in our approach and a bit of a disruptor in the market.
Do you work directly with agents/brokers for staging projects or the builders?
TK: All of the above. Many times the broker is the introduction to the builder or the homeowner. As of late, it’s more recommendations and our reputation that brings in projects.
How would you describe the Iconic Modern Home style?
TK: Relaxed and relatable luxury. Geoff has created impeccable designs across all styles and as been mixing in vintage pieces since the beginning.
Are there any interesting trends that you’ve identified that our readers would love?
Geoffrey Walsky: Seeing pieces that are oversized in spaces. Large proportions that provide a big impact, that WOW factor. I love the grouping of pieces like the pairings of nesting tables, Asymmetrical patterns that are bold. Floor coverings to wall coverings. Dramatic eye candy.
How did the pandemic affect your work in 2020 and beyond?
TK: We watched the exodus out of the city into the East End and pivoted into offering turnkey rentals. We outfitted two homes at almost 25,000 square feet located within a few blocks of each other over a ten day period in April of 2020. We were very grateful to have been able to experience such growth during the pandemic. The supply chain issues are real and not just media soundbytes. We have been buying, sourcing, and creating spaces throughout so when an order is placed by Iconic Modern Home it is fulfilled exceptionally and in a timely manner. As Geoff will say, he might not be the most talented designer, but he is resourceful and driven to provide solutions to achieve impeccable design for all of our projects. I think he is exceptionally talented.
Can you describe the avatar (demographics) of your ideal client?
TK: For interior design the ideal client needs to trust the process. By that I mean, once we are working together and agree on the scope of work, budget and design direction, let Geoff design and create the look. Our long standing, repeat clients work with us because they do exactly that — trust the process. For our other services, I feel our reputation and results with our staging, renovation and rental services organically reveal the ideal client that wants to work with us. Geoff and I are so grateful for the clients that have trusted us with their homes and projects.
When and why did you open your showroom in the Hamptons?
TK: The showroom happened in the most organic manner. With 80 percent of our business on the East End, the Hamptons market is the gateway to all of the clients that we serve through to Manhattan, Connecticut, South Florida. It was a logical location for us. We have completed a few projects on Shelter Island and are excited by the opportunities that present themselves on the North Fork. We are creating outdoor spaces for a hotel on the North Fork that we are incredibly excited about.
On your website, there are several mentions of your “unique approach” and “efficiency.” Can you explain what it is and what can a client expect from working with you?
TK: It resonates back to my earlier comments about trusting the process. Our business model has been based upon creating transformative spaces that are delivered with unrivaled efficiency. What does that mean? In staging or turnkey rentals, it means that we are in control of the design process, we can execute any project whether it is a Manhattan penthouse or 10,000 square foot oceanfront within 10 days. I’m confident there is no one else that can offer that deliverable.
Through our resources and network — whether it is the mill for our carpets or the upholsterer, for example — we have created a trusted supply source that delivers for us. We provided interior design services for a client in Southampton last year. We started in February and they were turnkey move-in-ready for Memorial Day. All of the furniture, kitchen items, blinds, artwork was installed. The clients trusted the process, acted fast on Geoff’s selections and we had them with their children in their six bedroom home ready to enjoy it. We are progressive in our approach and seem to be challenging the more traditional methods of taking a client shopping and sending samples back and forth for weeks. Geoff creates for all of our projects during the same time, not one project is left in a silo. If he finds a great floor covering, it might be used in a staging project and submitted to a design client for their home.
How much of your interior design work comes from your client’s vision and how much comes from knowing what is best for them and the property?
TK: Before we make submissions to a client, they need to approve the design inspiration/mood board which should cover the look and feel for the scope of work. Again, because we pride ourselves on being bottom line driven, harkening back to our Wall Street roots, we never exceed a clients budget — only they can do that. Every interior design project that we have completed has come in under budget. Geoff will make suggestions based on durability of materials to timing of receiving the orders, we really pride ourselves on providing white-glove customer service and immense value for our clients.
What about commercial design?
TK: We are about to start on a Manhattan lobby, and have completed common room spaces, and outdoor roof tops for a luxury condominium project in New Canaan, Connecticut. We are working on the creation of bespoke furniture products and have a capsule collection for outdoor pieces that should be ready around Memorial Day with an interior grouping to follow.
What is it that you love about the East End?
TK: For me it is the beaches and the light. Every season, and no matter the time of the day, I find it to be immensely restorative. It gives me balance and helps me stay grounded. I moved out East at the start of the pandemic. We felt it was critical to the business to have one of us based out here.
You have a hard launch date set for the opening of the showroom in Water Mill. Congratulations! What’s next for Iconic Modern Home?
TK: We have an opening scheduled for May 19 which we are very excited about! We will develop the bespoke capsule furniture lines and continue to expand our renovation services. Many of the brokers share that there are some wonderful homes that are in need of updates that get passed on because buyers are overwhelmed by the thought of any type of renovation. I hope we can be a resource and get to assist on more of those.
To learn more, visit www.iconicmodern.com.
