Daniel Friedman does complete, floor-to-ceiling revamping of New York City apartments. Daniel can turn ordinary lightbulbs into one-of-a-kind chandeliers and mundane walls into floor-to-ceiling artwork. And Daniel used to be unknown – that is, until Alli Goldberg convinced him that a blog showcasing his creative designs would help promote his work. Now, Alli has gone from Daniel’s biggest fan to his one-person PR department. This is great news for the rest of us, who can now view Daniel’s inventive remodeling and original pieces as he continues to establish himself as a maven of interior architecture. With affordable rates and tremendous results, Daniel is consistently transforming ho-hum apartments into ooh-la-la abodes. Hear from the artist himself on where inspiration comes from, and what keeps giving Alli something to write home [renovations] about.
1. How would you describe your work in three words?
Everyday spaces, re-imagined.
2. Who is your creative role model?
Samuel Mockbee. He ran an innovative design studio in Alabama pairing inexperienced architecture students with poor landowners in desperate need of new housing. He taught me sustainable design continues to evolve long after the designer is hands-off. The most elegant spaces are those refined and matured by the people who enjoy them.
3. If you had an extra hour each day what would you do with it?
I’d work a little slower.
4. What place in the world most inspires you and why?
Northern Canada. (Yes, I’m Canadian.) I’ve taken remote hiking and canoe trips in Temagami, Wabakimi and the like, and when you look out, you get this incredible sense of discovery — that you’re potentially seeing something no one’s ever seen before. That feeling is harder to replicate in the US. In my designs, I like making unexpected choices so my clients can experience that sense of revelation too.
5. If you could do a different job for a day what would it be and why?
I’d like to apprentice making men’s suits on Saville Row.
6. What is your favorite homemade gift to give?
Lights. I’m kind of obsessed with improving the quality of light/life in our homes and not just accepting what NYC landlords give us. I like constructing copper or brass chandeliers for those I know will appreciate them.
7. What is your favorite object in your home?
An Impressionist painting of an empty village during snowfall. I’m a cold-weather guy.
8. What is the best advice you’ve ever received?
It came from my freshman physics professor. I was having difficulty getting accepted into an architecture program and was contemplating giving up. Though he barely knew me, I asked his advice and he said: “Everybody who’s anybody is well acquainted with rejection.”
9. What websites do you use for inspiration?
I find websites less inspiring than books. I enjoy sitting down at a bookstore with a coffee and three or four tall stacks of design books. The volume of possibilities quickly recharges my creative senses.
10. When do you consider a piece of your work complete?
I generally stop working when my client’s super happy, but in truth, I’m never done. In my head, I’m still developing designs for apartments I technically completed years ago.
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