I’m an experiential designer. What that means is that I design complete experiences rather than simply picking a theme and putting that skin on whatever I’m designing. There’s a difference between decorating a house in a country style and designing every element in the house to embody a rustic Northwoods look or give the house the feel of a summer beach cabin in the woods or a French Country Cottage in the countryside. The idea is to create an aesthetic; a feel. It’s not just a look; we want people to feel something. We want to immerse them in the experience we’re trying to create.