Hospitality Design - June/July 2021 - 123

the rounds with her portfolio, visiting enterprises such as Push Pin
Studios, where Seymour Chwast (her future husband) and Milton
Glaser were among the founders. Once she moved to the city, Scher's
early years there were instrumental and varied: She designed
children's books at Random House, and even wrote one of her
own, The Brownstone, illustrated by cartoonist Stan Mack. At CBS
Records, she dreamt up ads for Billboard magazine and then headed
to Atlantic Records, creating album covers for the likes of Charles
Mingus and John Prine before returning to CBS to do the same as
East Coast art director.
" I didn't realize what a terrifi c job I had. I was always working. I was
The posters for New York's Public Theater
2020-2021 season use stencil typography
very productive. But I didn't know until many years later that my early
existence as a graphic designer was highly unusual and not replicable, "
Scher admits. By the early 1980s, she knew it was time to move on. " The
record industry had gone from being wild and crazy and wealthy to
austere. But the worst thing was CDs. That meant my work shrunk, and
not only did it shrink, but it went behind plastic. "
Forming what would become the studio Koppel & Scher, she
launched a relationship-centered magazine for Time Inc. called Together
with editorial designer Terry Koppel (a fellow Tyler graduate), and
worked with brands like Blue Note Records and Swatch. In the early
1990s, Pentagram came calling, and Scher became the company's fi rst
female partner. (The fi rm now counts six women as partners between
its New York and London offi ces.)
Since then, Scher has developed identity and branding systems,
The Mental Health Coalition's brand identity is centered
on the concept of a square peg in a round hole
promotional materials, environmental graphics, and packaging
designs for myriad clients, including the New York City Ballet,
Shake Shack, Bloomberg, the Sundance Institute, and the New
Jersey Performing Arts Center. One of her most pivotal relationships
is with the Public Theater in New York, which is documented in
her monograph, 25 Years at The Public: A Love Story, published at the
outset of the pandemic.
The book recounts Scher's journey of fi nding the voice for the Public
Theater, from conceiving the widely popular Bring in 'Da Noise, Bring in
'Da Funk poster-designed in a street art style with big typography over
The branding for the National Women's History Museum
in Alexandria, Virginia features a folded " W " symbol
a photo of star and choreographer Savion Glover-that were imitated
aſt er the show ended up on Broadway (and lost their connection to
the Public Theater) to pulling back to focus more on the theater itself
than the individual shows. " The Public Theater is not Broadway. It's a
place that has a membership. They have a million programs. " Despite
winning awards for those pieces, " I realized I was not doing the job I
thought I should be doing for the Public Theater, and it took me about 16
years to understand and correct it. "
Scher has also taught at New York's School of Visual Arts for 37
years, and this fall will introduce the scholarship-based, diversitypromoting,
one-year-long Pentagram Portfolio Program open to
students and recent graduates of City College of New York's electronic
design and multimedia program. Held at Pentagram's offi ce, classes will
be led by Scher along with Emily Oberman and Natasha Jen, fellow
partners at the fi rm.
Still, Scher fi nds time to paint her beloved large-scale, detailed
maps and clamors to work on new kinds of projects, because the " true
breakthrough comes in being a litt le bit ignorant, " she says, " where you
might ask a question that may be an unusual way of seeing something. "
For Scher, who has sometimes felt like a misfi t, it's another way of
rebelling against " some pre-existing belief of what you're supposed to
be. From the beginning, I have tried to defy expectations. "
" How Are You, Really? " is a digital storytelling platform designed
for the Mental Health Coalition that encourages conversations
Listen to more on HD's What I've Learned podcast
hospitalitydesign.com June/July 2021
123
http://www.hospitalitydesign.com

Hospitality Design - June/July 2021

Table of Contents for the Digital Edition of Hospitality Design - June/July 2021

contents
from the editor
sketchbook
project breakdown: biodome
Interview: collaborations
interview: on our radar
interview: influential people
hd expo preview
from the show director
conference highlights
products
profile: emerging designers
hardware
casegoods
lighting
change agents
the new icons: william harris, kristina o'neal, adam farmerie, + greg bradshaw
the big thinkers: piero lissoni + steafano giussani
the curators: carrie + alex vik 
the investor: kendra plummer
the design advocate: michael k. chen
the storyteller: lukas rungger 
the hotelitarian: euan mcglashan
the inventors: v. mitch mcewen + amina blacksher
the disruptor: charlie macgregor 
the materialist: frida escobedo
the natural leader: bill walshe
the humanist: jeremy bull
the rebel designer: paula scher
the empathetic hotelier: phil hospod 
ad index
back space: markus schreyer
Hospitality Design - June/July 2021 - Intro
Hospitality Design - June/July 2021 - Cover1
Hospitality Design - June/July 2021 - Cover2
Hospitality Design - June/July 2021 - 1
Hospitality Design - June/July 2021 - 2
Hospitality Design - June/July 2021 - 3
Hospitality Design - June/July 2021 - 4
Hospitality Design - June/July 2021 - contents
Hospitality Design - June/July 2021 - 6
Hospitality Design - June/July 2021 - 7
Hospitality Design - June/July 2021 - from the editor
Hospitality Design - June/July 2021 - 9
Hospitality Design - June/July 2021 - 10
Hospitality Design - June/July 2021 - 11
Hospitality Design - June/July 2021 - 12
Hospitality Design - June/July 2021 - sketchbook
Hospitality Design - June/July 2021 - 14
Hospitality Design - June/July 2021 - 15
Hospitality Design - June/July 2021 - 16
Hospitality Design - June/July 2021 - 17
Hospitality Design - June/July 2021 - 18
Hospitality Design - June/July 2021 - 19
Hospitality Design - June/July 2021 - 20
Hospitality Design - June/July 2021 - project breakdown: biodome
Hospitality Design - June/July 2021 - 22
Hospitality Design - June/July 2021 - 23
Hospitality Design - June/July 2021 - 24
Hospitality Design - June/July 2021 - 25
Hospitality Design - June/July 2021 - Interview: collaborations
Hospitality Design - June/July 2021 - 27
Hospitality Design - June/July 2021 - 28
Hospitality Design - June/July 2021 - 29
Hospitality Design - June/July 2021 - 30
Hospitality Design - June/July 2021 - 31
Hospitality Design - June/July 2021 - 32
Hospitality Design - June/July 2021 - 32A
Hospitality Design - June/July 2021 - 32B
Hospitality Design - June/July 2021 - 32C
Hospitality Design - June/July 2021 - 32D
Hospitality Design - June/July 2021 - 33
Hospitality Design - June/July 2021 - 34
Hospitality Design - June/July 2021 - interview: on our radar
Hospitality Design - June/July 2021 - 36
Hospitality Design - June/July 2021 - 37
Hospitality Design - June/July 2021 - 38
Hospitality Design - June/July 2021 - 39
Hospitality Design - June/July 2021 - 40
Hospitality Design - June/July 2021 - 41
Hospitality Design - June/July 2021 - 42
Hospitality Design - June/July 2021 - 43
Hospitality Design - June/July 2021 - 44
Hospitality Design - June/July 2021 - interview: influential people
Hospitality Design - June/July 2021 - 46
Hospitality Design - June/July 2021 - 47
Hospitality Design - June/July 2021 - 48
Hospitality Design - June/July 2021 - 49
Hospitality Design - June/July 2021 - 50
Hospitality Design - June/July 2021 - hd expo preview
Hospitality Design - June/July 2021 - from the show director
Hospitality Design - June/July 2021 - 53
Hospitality Design - June/July 2021 - conference highlights
Hospitality Design - June/July 2021 - 55
Hospitality Design - June/July 2021 - 56
Hospitality Design - June/July 2021 - 57
Hospitality Design - June/July 2021 - 58
Hospitality Design - June/July 2021 - 59
Hospitality Design - June/July 2021 - 60
Hospitality Design - June/July 2021 - 61
Hospitality Design - June/July 2021 - products
Hospitality Design - June/July 2021 - 63
Hospitality Design - June/July 2021 - 64
Hospitality Design - June/July 2021 - profile: emerging designers
Hospitality Design - June/July 2021 - 66
Hospitality Design - June/July 2021 - 67
Hospitality Design - June/July 2021 - 68
Hospitality Design - June/July 2021 - 69
Hospitality Design - June/July 2021 - 70
Hospitality Design - June/July 2021 - 71
Hospitality Design - June/July 2021 - 72
Hospitality Design - June/July 2021 - hardware
Hospitality Design - June/July 2021 - 74
Hospitality Design - June/July 2021 - casegoods
Hospitality Design - June/July 2021 - 76
Hospitality Design - June/July 2021 - 77
Hospitality Design - June/July 2021 - 78
Hospitality Design - June/July 2021 - 79
Hospitality Design - June/July 2021 - 80
Hospitality Design - June/July 2021 - lighting
Hospitality Design - June/July 2021 - 82
Hospitality Design - June/July 2021 - 83
Hospitality Design - June/July 2021 - 84
Hospitality Design - June/July 2021 - 85
Hospitality Design - June/July 2021 - 86
Hospitality Design - June/July 2021 - 87
Hospitality Design - June/July 2021 - 88
Hospitality Design - June/July 2021 - change agents
Hospitality Design - June/July 2021 - the new icons: william harris, kristina o'neal, adam farmerie, + greg bradshaw
Hospitality Design - June/July 2021 - 91
Hospitality Design - June/July 2021 - 92
Hospitality Design - June/July 2021 - 93
Hospitality Design - June/July 2021 - 94
Hospitality Design - June/July 2021 - 95
Hospitality Design - June/July 2021 - the big thinkers: piero lissoni + steafano giussani
Hospitality Design - June/July 2021 - 97
Hospitality Design - June/July 2021 - the curators: carrie + alex vik 
Hospitality Design - June/July 2021 - 99
Hospitality Design - June/July 2021 - 100
Hospitality Design - June/July 2021 - the investor: kendra plummer
Hospitality Design - June/July 2021 - the design advocate: michael k. chen
Hospitality Design - June/July 2021 - 103
Hospitality Design - June/July 2021 - 104
Hospitality Design - June/July 2021 - 105
Hospitality Design - June/July 2021 - the storyteller: lukas rungger 
Hospitality Design - June/July 2021 - 107
Hospitality Design - June/July 2021 - 108
Hospitality Design - June/July 2021 - 109
Hospitality Design - June/July 2021 - the hotelitarian: euan mcglashan
Hospitality Design - June/July 2021 - 111
Hospitality Design - June/July 2021 - the inventors: v. mitch mcewen + amina blacksher
Hospitality Design - June/July 2021 - 113
Hospitality Design - June/July 2021 - the disruptor: charlie macgregor 
Hospitality Design - June/July 2021 - 115
Hospitality Design - June/July 2021 - the materialist: frida escobedo
Hospitality Design - June/July 2021 - 117
Hospitality Design - June/July 2021 - the natural leader: bill walshe
Hospitality Design - June/July 2021 - 119
Hospitality Design - June/July 2021 - the humanist: jeremy bull
Hospitality Design - June/July 2021 - 121
Hospitality Design - June/July 2021 - the rebel designer: paula scher
Hospitality Design - June/July 2021 - 123
Hospitality Design - June/July 2021 - the empathetic hotelier: phil hospod 
Hospitality Design - June/July 2021 - 125
Hospitality Design - June/July 2021 - ad index
Hospitality Design - June/July 2021 - 127
Hospitality Design - June/July 2021 - back space: markus schreyer
Hospitality Design - June/July 2021 - Cover3
Hospitality Design - June/July 2021 - Cover4
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