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Multitalent Adi Goodrich Talks Film Sets, Furnishings, and More
Adi Goodrich, a multidisciplinary designer, shares insights into her diverse career, which spans film sets, art installations, interiors, and furniture design. Goodrich's journey began in Momence, Illinois, leading her through studies at the School of the Art Institute of Chicago and the Sorbonne in Paris. Her initial professional experience included window dressing for prominent retailers like Barneys New York and Anthropologie, which eventually led her to Los Angeles. In L.A., she transitioned into set design, a field that allowed her to combine her passion for storytelling with design. In 2015, Goodrich co-founded Sing-Sing Studio with her husband, Sean Pecknold. This studio specializes in large-scale film and advertising sets, site-specific art installations, and sculptures. More recently, Sing-Sing Studio has expanded its scope to include interior design and the production of small-batch furniture, launched in 2022 under the brand name Sing-Thing.
Goodrich's background deeply influenced her approach to design; her family lived above her artisan father’s woodworking and antiques restoration business, fostering an early appreciation for materiality, construction, and craftsmanship. She describes herself as a “spatial designer,” a role that encompasses creating immersive worlds for various media, from photo shoots and commercials to films, and also extends to installations and public sculptures. Her foray into set design began with a film collective, leading to commissions for commercials, such as a Lavazza campaign that featured costume design, a custom espresso-cup chair, and a vibrant use of colors and shapes. Recognizing her growing interest in interior spaces, she pursued further education in interior design and architecture at UCLA Extension.
Her first interior design commission was for Wine & Eggs, a bodega in L.A.'s Atwater Village, which she designed with inspiration from small French grocery shops. This project subsequently led to the design of Dreams, a nearby lifestyle store, which Goodrich imbued with a surrealistic quality, reflecting her belief in the power of dreams and her desire to avoid being conventional. She also designed the first brick-and-mortar store for the online fashion retailer Lisa Says Gah! Goodrich's design aesthetic, characterized by ice-cream and terra-cotta colors, distinctive materials, and patterns, draws inspiration from mid-century Italian style, particularly Gio Ponti, as well as artists and designers like Josef Albers, Jean Arp, Merce Cunningham, Charles and Ray Eames, Alexander Girard, and India Mahdavi.
Goodrich’s design philosophy emphasizes creating playful, collaborative environments, exemplified by her office project for iam8bit, a media production company. Her debut furniture collection, Sing-Thing, is handmade in L.A., primarily from cherrywood and colorful high-pressure laminate. She describes the collection as a blend of artistic influences, picturing “a wet Sophie Taeuber-Arp painting that’s fallen on top of a Charlotte Perriand table.” The collection aims to create accessible and livable pieces for her friends, reflecting her commitment to practical yet artful design. Her work across various disciplines consistently demonstrates a vibrant, imaginative, and highly personal approach to design.
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