“Who remembers anything ordinary?”
Bruce Brigham was first and foremost a friend, but how our friendship began is a story about ASID’s ability to find kindred spirits, bring them together and get them excited about their profession. Bruce always said you have to be able to tell a story to create a memory, so I thought I’d share my story here.
It was the mid 1990s, and our roles as interior designers were evolving into consulting. (We named the Society’s magazine ICON, short for interior consulting.) I met Bruce while serving as part of ASID’s Design Specialty Network and we later served together on the Marketing and Communications Council, affectionately known as the MACC.
Although we were from different design sectors and different parts of the country, we fed off of each other’s creative energy and entrepreneurial spirit. It is here where I (healthcare) spent hours with Bruce (retail) and Deborah Lloyd Forrest (hospitality) imagining the next iteration of an extraordinary professional interior design firm.
Our triumvirate endured and we remained each other’s sounding board on business and design ideas. We bid on Gary Wheeler’s villa during the 2005 ASID Foundation auction in Nashville, Tennessee, and took our spouses in 2007 to Umbria, Italy, for a “Big Chill Week.”
Bruce was always on the cutting edge in his thinking about brand differentiation. As a challenge from the late Jerry Harke, then director of marketing for ASID, he created the first interior design website and hooked Cartier as a client to imagine a new prototypical regional store design. We followed Joe Pine and James Gilmore into The Experience Economy and hours of ASID camaraderie ensued. On one trip to Seattle I visited Bruce and his wife Jan — a dynamic, loving couple — on their houseboat in Puget Sound and they took me on a cruise that was anything but ordinary.
I honor my kindred spirit and thank ASID for putting us together for hours of exciting think-tank banter.
Godspeed, my extraordinary friend. You will always be remembered!
Rosalyn Cama is president of CAMA, Inc.