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28 | Kitchen & Bath Design News | April 2015 T he Salerno family has a fair for dramatic spaces. Whether it's a sweeping traditional kitchen, a warm, nature-inspired transitional bath or a modern open-plan family room, the frm's signature detailed style is on full display. Peter Salerno, CMKBD, who founded his kitchen and bath de- sign business, Peter Salerno, Inc. in Wyckof, NJ in 1997, began his career in the industry a decade earlier work - ing with his father Ross. "I always wanted to be an artist growing up. Now I use those skills ev- ery day as I sketch renderings in front of my clients as we discuss their wants so they can see my vision. Kitchens and baths have become my art form. Grow- ing up in the industry and working in my father's cabinet factory has been invaluable in selecting the cabinet lines I work with. Quality is everything to me, and I bring that to my clients." When his children, Anthony and Gabrielle, showed interest in the fam- ily business, Salerno happily brought them into the fold. "Clients love that we have family working together," he says. "There is a comfort level for them knowing, at any given time, they can reach 'a Salerno' on the phone to answer a question." FAMILY GATHERING Anthony Salerno, like his father, start- ed out with artistic ambitions. "I studied flmmaking and pho- tography in college, took classes in metalworking and worked as an elec- trician throughout school." He says this eclectic background has served him well in his professional life, bring- ing those skills to fesh out Salerno, Inc.'s social media and Web presence. "[I] create videos for our Web site, our blog, www.PeterSalernoBlog.com, and YouTube, which enables us to present our latest projects to the public in a new and exciting way." Anthony has also brought his metal- working and electrical experience into his kitchen designs. "I have found ways to incorporate metal panels into cabinet design for a unique look. My experience in the electrical feld has merged nicely with fber optic design for countertops and vanities, as well as lighting plans." For his part, Peter says that his frst priority in bringing his children into the industry was to start them on the right track with kitchen and bath education, as he did when his career was young. "I took my NKBA certification classes in the late '80s and early '90s, and it helped tremendously in estab- lishing my reputation. I later went on to achieve my Master certifcation to separate myself from the pack," he says. "When my son Anthony and daughter Gabrielle joined my busi- ness, the goal was simple: Get them into 'the system' as soon as possible – we've found NKBA University's courses to be incredibly valuable, both from a business/professional development standpoint and to get them on the road to their certifcations. In order to excel in this industry, a designer needs a sound foundation, the NKBA U courses and quality on-the-job train- ing. It's that easy." The rewards of working with fam- ily are numerous, says Peter. "I get to see my family every day. Watching them learn and grow into talented designers and business people is ex- traordinary for me." The challenges of working with fam- ily are solved by creating an atmosphere of mutual responsibility and respect, he explains. "The greatest challenge of a family business is to understand that when you come through the door, you need to work as a team. It's not Dad, Mom, big brother and little sister; we are coworkers with specifc jobs that are to be respected. That respect ex- tends to the rest of the staf, as well. " A 'MINI A&D; BUILDING' A key part of Peter Salerno's design philosophy is a willingness and drive toward reinvention. "The most important factor in de- signing and selling kitchen and bath projects today is being diferent. As a designer, you need to always think out of the box. How are you separating yourself from the pack? If you are using diferent materials, colors and styles than your competitors, that is when you have an edge; otherwise you are just the same as everyone else (boring!)." This extends into the frm's new design center, which was named Most Innovative Small Showroom in the U.S. at the 2015 Kitchen & Bath Industry Show. Seeking to create a comprehen- sive space to display the products they most often work with, Peter says the showroom really sets the frm apart from its competitors, and has gone over big with clients. "We created a 'mini A&D; building,' he says, referencing the Architects & Designers building in New York City's Upper East Side neighborhood. "We can take them to the tile store next door for the fooring and backsplash selections, and then on to the appli- ance store two doors down where they can look at high-end appliances and test the newest cofee makers or steam ovens. We can have every- thing selected in an afternoon to make the most of our clients' time. They love it." He says the high-end nature of the products his company specifes are a big part of what sets the frm apart. "Our cabinets are solid wood and plywoods with a 5/4"-thick door and solid walnut drawers, all custom-made to our specifcations in the U.S. The countertops are all very unique; we have concrete, stainless steel, glass, marble, limestone, wood and quartz. The appliances are all top of the line – La Cornue, Wolf/Sub-Zero, Miele and Top Brewer." By Andrea Girolamo Industry Profle High-End Design Firm Makes Artistic Spaces a Family Afair The Salerno family has three generations of kitchen and bath professionals. Pictured (left to right) are Peter, Ross and Anthony. They stand in a Salerno-designed kitchen that placed second in the Large Bath category in the 2015 National Kitchen & Bath Association Design Competition. Photos: Peter Rymwid