ICONIC Portfolio
Residential
Commercial
Product
Upcoming
Shop
My Warehouse
Ground Floor
Substrate
Merch
About
Team
Contact
Press
Journal
*inspired by the belief that "the earth never goes out of style," we blend modern, organic design and intentional living where form and function coexist seamlessly.
Journal
Marble or Dirt
April 17, 2025
GROUND FLOOR: 01Elemental
Entry
06
As a Designer, I’ve always believed that furniture should do more than serve a purpose — it should shape a space, ground it, and inspire it. Over the years, I’ve had the privilege of designing interiors that push creative boundaries, but I knew there would come a time when I’d want to bring my own line of products to life — pieces that reflect my personal design philosophy and vision. That’s how Ground Floor was born.
Ground Floor is more than just a furniture line — it’s a starting point. A foundation. The idea is that a single piece can anchor a space and inform everything that follows. It’s designed to feel as though it grew from the earth — rooted, textural, enduring — and each collection is created in limited, capsule drops to preserve the intention, rarity, and artistry behind every object.
Our next collection, 01Elemental, officially launches on May 15, 2025, and I couldn’t be more excited to share it with you.
The inspiration for this first collection came during a trip to Mexico City — a place that continues to move me with its brutalist architecture, expressive forms, and creative energy. A visit to Biblioteca Vasconcelos was a defining moment. Its scale, raw structure, and quiet power left a lasting impression, and you can feel that influence in the geometry, materiality, and presence of the pieces in 01Elemental.
I’ve always been inspired by the intersection of art and utility — how something can be sculptural yet deeply functional. That philosophy is embedded in every piece, whether it's an entryway bench, a set of nightstands, or a modular lighting element that can travel from indoors to out.
Materials are everything to me. In this collection, we worked with liquid metal, chosen for its durability and rich, patinaed surface — it brings a timeless, lived-in feel. We paired it with classic terrazzo for depth and texture, and layered in natural wood accents to create balance. Our lighting features porcelain forms that feel both modern and organic, offering a soft sculptural element.
What makes this collection even more special is the integration of Substrate — my tile collection. Tiled furniture has a long, beautiful history, and bringing it into this collection adds both a sense of tradition and versatility. With tile, you can easily customize a piece, giving it a personal imprint. Because we already produce our own tile, this creative flexibility comes naturally — and we’re excited to share that with buyers.
One of the most unique aspects of 01Elemental is that every furniture piece is outdoor-rated — allowing for seamless transitions between indoor and outdoor living. High design shouldn’t be limited by setting, and these pieces are built to endure in residential and hospitality environments alike. From hallways to powder rooms, kitchen islands to hotel lobbies, these pieces are meant to be flexible — working as singular statement moments or repeated throughout a space to create cohesion and rhythm. The portable globe lighting adds an element of play, letting you redefine how and where the pieces function.
To merge two of my own product lines — Ground Floor and Substrate — in this collection has been a dream. It expands what’s creatively possible and gives designers more tools to build meaningful, beautiful spaces. I believe that the more access we have to exceptional materials and fabricators, the more powerful the work becomes.
The 01Elemental collection launches May 15, 2025, and I can’t wait for you to experience it.
Author
Kaitlyn Wolfe
Entries
Next
Entry
06
05
04
03
02
01
Date
April 17, 2025
December 29, 2024
December 12, 2024
October 30, 2024
October 08, 2024
September 30, 2024
Title
GROUND FLOOR: 01Elemental
The Making of SUBSTRATE
Trailborn Rocky Mountain
A New Era for ICONIC
The National Park Journey
Marble or Dirt