NOT TOO SOON?
Christmas comes early for interior designer who works on commercial properties.
October might seem a bit early to be talking Christmas decorations, but not for holiday interior designer Regina Gust.
Gust of Gust Designs, who has worked on holiday design since 1989, is in the spirit 12 months out of the year. Shoppers may start seeing evergreens and sparkling lights soon, even before Halloween.
Gust is now planning roughly 50 holiday displays in Houston’s commercial properties. The Chronicle talked to her about her unusual job and how in a difficult time for office leasing space, the special touches during the holidays can make a difference.
Q: Why are decorations important to property managers?
A: Everyone is trying to keep up with everyone else. Property managers want ideas that are outside the box — they want something customized that doesn’t look like every other building in town. Sometimes in the commercial world, everything looks the same. This is a way to make spaces more custom.
Q: Why do companies hire you?
A: The companies believe their holiday décor is an extension of their brand and a way for patrons to experience the holidays.
For example, at one property at 712 Main, I’m doing something totally historically hip and out of the box. They want their property to stand out. They want to create a good feeling and tell their tenants we went out of
our way this year to stand out.
Q: What’s your process?
A: The companies start calling in January and February. I’ll take a team of designers and we will study the space and the traffic flow. We want to get to know the building and the culture of the company. We want to understand what they want and what will be best for their tenants. We try to understand every project, who is walking by and who they are trying to impress.
Q: What are some of your projects or designs that stand out?
A: I worked on the AIG buildings, which are five buildings with attached walkways. There was a singing reindeer that moved from lobby to lobby. One property manager said even some of the most high-maintenance tenants were complimentary and showed their appreciation. They had a serpentine sofa. It was unexpected.
Another favorite job was at the Lyric Center, which is known for its 20-foot tree. It’s right there in the window.
This year will be interesting after renovations. I’m contemplating a white tree with LED moving lights.
Q: Can you gauge if there is a return on investment in holiday décor?
A: I think with more buildings popping up, there is more competition now. They are wanting someone to bring something outside the box and custom. They want something to make their space look a little different from everybody else’s. It’s an opportunity to attract perspective to make our spaces beautiful and updated.
It’s a great time to take advantage and show appreciation for the tenants. It’s possibly a leasing strategy going forward. I think once managers realize the difference in the mood that can be set. It really means a lot to tenants. These people are working rather than Christmas shopping or spending time with family. It can get them into the spirit, even at the office.
Q: How long are decorations up in the buildings?
A: Everyone is wanting the decorations up earlier and earlier. The earliest I’ve ever seen is October, but it’s becoming more common to have décor before Thanksgiving. They want it up sooner and sooner.
You’ll see the wreaths at Highland Village in October and think, seriously? But once people get used to seeing it, they expect it.
They want to start off the season a little sooner. It’s really hysterical. There is no fall anymore. Most places now just go from Halloween straight to Christmas. Personally, I don’t put up my tree until after Thanksgiving.