This is Happening! We Just Launched ICONIC HAUS 2020…New Construction in Paradise Valley Featuring Extraordinary Designers
What a difference 15 years and an exponential growth in technology can make. This month, ICONIC LIFE, the digital luxury lifestyle magazine you are enjoying right now, launched ICONIC HAUS 2020 to benefit Phoenix Children’s Hospital. It’s a luxury designer showhouse that will take a concept that was a super exciting 14 years ago to the next level when it debuts in March of 2020. And this time, photos are allowed! (How funny is that?) We are launching an insta-storm, and massive social outreach to share our journey this time.
ICONIC HAUS, presented in partnership with the magazine I founded exactly two years to the opening date of ICONIC HAUS—and the iconic outdoor furnishings brand Brown Jordan, brings together 19 marquis and award-winning design talents and influencers under one roof for an 18-day show that is open to the public by paid admission and the site of many, many private events. I’m over the moon about this project as it will be my seventh designer showhouse, the first one I’ve done since 2005. And the energy of ICONIC HAUS is amazing, as I curated an incredible list of designers who are super collaborative and fired up to make this home amazing.
One of the inspirations for everyone’s passion started at the kick-off event where award-winning architect CP Drewett of Drewett Works shared with the group of designers and influencers that “this home may be one of the most important homes of my career.” You could almost feel the air drawn out of the room as the proverbial bar was raised. I worked with Drewett in 2004 on a designer showhouse, and he said his work was literally the third home he designed with his new namesake firm. In fact, he said, “it changed his life.” Another wow. I think you can see why this has become extraordinarily special to me as well.
The stunning Mid-Century Modern home, inspired by famed Mexican architect Luis Barragan, is located in Cameldale Estates, a private enclave of 11 homes under development by Bedbrock Developers, who partnered with Ownby Design in the early design stages. Drewett designed all 11 homes and development is well underway. When you think of the work of Luis Barragan, you think of bright-hued painted walls and plenty of austere, vertical massess. ICONIC HAUS, while inspired by Barragan, is a study of white accented by organic and natural materials also signature to Barragan’s work.
We are grateful for the opportunity to work with such talented teams to create a mind-blowing, never-before seen, spectacular home for guests to experience! Can you imagine 19 design teams under one roof, all working together in a cohesive way? It’s a feat deftly handled by our design manager Lucia Burns, who has led this kind of project multiple times.
The biggest thank you goes to Rich Brock, who turned over his home to us, and that takes a world of patience and generosity. Next, I’m so grateful to the amazing designers who are attacking this project with massive creativity and passion to share their signature work. I’m so grateful to our sponsors who make this all possible, like Sub-Zero/Wolf/Cove and Circa Lighting. It takes an amazing team to pull this off with elegance and grace, and I’m blessed to work with incredible talent on ICONIC LIFE.
ICONIC HAUS is not only destined to be the hottest design event in the Valley but with our calendar of events it will be the IT place to be this Spring! From the invitation-only opening night event to Sunday brunch to luxury lifestyle classes to yoga on the lawn—all to benefit The Heart Center at Phoenix Children’s Hospital.
So the first and last thank you goes to all of you who visit ICONIC HAUS 2020, where 100 percent of all ticket and event revenues benefit PCH, one of the finest children’s hospitals in the world.
Whether you live here or not, we are excited to share this journey with you over the next few months and for all of the beautiful and luxe ICONC HAUS content we will be creating for all of our amazing readers. Be sure to keep a close eye on our social media channels so that you don’t miss a thing! And if you feel this house must be yours act now, as The Karas Group already has it listed for sale.
We look forward to seeing you March 20 through April 5, and you can stay in touch with the latest by subscribing to iconiclife.com (no charge). I look forward to seeing you there!
by Renee Dee
renderings courtesy of DREWETT WORKS
November 4, 2019