This sunday's #KNEONKID is Adi Goodrich, 28 year-young set designer based in Los Angeles. Photographer David Cortes took these shots of her over the span of a week while hanging out at studio and apartment in LA. "One of the most humble, unique people I've had the pleasure of getting to know". Let's get to know.
Who are you, and what do you do?
My name is Adi Goodrich and I'm a set designer.
Where are you originally from, and where do you currently call "home"?
I'm from Chicago and now I live in Los Angeles. Which, is cool.
Describe your personality in a few short sentences.
Phew! My personality, let me answer that in a round about way. I feel most comfortable around my dudes during the workday. It's nice to joke around and be pretty brash most of the time. At night I turn into a hippy mom and cook at home, clean my house and take bubble baths (all the time). So, my personality is assertive at work and calm and similar to a suburban mom at night.
And your style?
My personal style is super relaxed for clothing. Pretty classic, high waisted pants and t-shirts, generally. My style of art making is the complete opposite, bold, large, patterned and textural.
What excites you most about your work and the work of your peers/ friends?
To be perfectly honest, it's the problem solving part. What materials will make the most sense to use? How do we sell this idea or brand through design? A lot of it is subconscious, about color theory and shapes and how the mind automatically is triggered to feel a certain way when using a specific shape or color. I love coming up with solutions and keeping the ship afloat. As far as friends, I'm intertwined in an amazing community in LA. Friendship and work is one. Everyone is making something, we're all doing it together and supporting one another immensely. It's pretty special.
Tell us a little about your creative process - pre production, production, post production
It starts with the brand or product we are selling, what makes sense to that is very particular. So, I write a lot at first, be it lists or paragraphs to understand the story I need to tell. Then, it's drawing time, pulling reference imagery, collaborating with the photographer or director I'm working with, sharing ideas, texting each other cool plants we see on the street, funny art we see at the museum. I think the point is, it never stops, we're always sharing and being inspired by the world around us and each other.
Set Design and Build for Paper Magazine Editorial
(cont.) I also have a studio manager that now takes care of all the paperwork, keeping the jobs afloat in the office. She's amazing. She also stocks all of my favorite snacks and Perrier waters, which is a bonus.
I used to wear all of these hats myself: studio manager, art coordinator, agent, lead builder, builder, shopper. Now, I'm collecting the best people to support me and I'm super grateful for them.
Lastly, I have 2 super agents that have my back, when I get stressed about a client I text them "hey, can we get coffee, I'm sad." And they assure me everything is going to be okay.
What's a typical day like in the life of Adi Goodrich?
Wake up (which is almost impossible) spray myself in the face with a water mister, take a shower. Then, I go to the studio to design, oversee build progress or on set for a shoot.
But, mostly, it's always work. I have been better at taking the weekends off, but I'm pretty much working from 8am-8pm everyday. There is a lot of business in there, which is important to note. I'd say 90% of the day is being a biz lady.
When not working in your studio, where can you be found?
Drinking wine with my roommate and making prank calls at night or cooking or sending emoji's to my boyfriend.
Dream clients to work for?
Kenzo.
Obama.
Hall & Oates.
Snap-on Tools.
Set Design for concept shoot made in collaboration with JUCO
If you can discuss it, what are some projects that you have planned during the next few months?
I'm working with Target this spring a lot. Schon. OkGo. and the You Are Beautiful campaign in Chicago.
Any closing words of wisdom?
Make as much as you possibly can.
Photographed by David Michael Cortes.
Work by Adi Goodrich courtesy of her website.
Stickers created by Nyree Waters for KNEON.
