"One Brand's Ambition" -- New American Luxury
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New AmericAN Luxury / jan + FEB + march 2012 07 4 / iDeNTiTy Kevin Schopfer has had the good fortune to be branded an authorit y in the design w orld. He not only owns and operates Schopfer Associates, a highly regarded architecture, planning, and interior-design rm, but he has also dipped his ngers into countless other aspects of design, building busines ses that rang e from a dry- cleaning hanger enterprise to his new, high-end yacht-design company , Schopfer Y achts. “My approach to branding has more to do with the products I’m offering than the individ- ual companies themselves,” Schopfer says. “Look at Ralph Lauren and how many different busi- nesses he has under his brand—it’s really just one company with many different divisions.” Over the course of his 40-year career, Schopfer has created a brand that includes more than six different design companies under its umbrella. Each business began as a hobby—Schopfer spends his free time exploring his curiosity of all things design. “They all fall under the realm of design, which is a natural extension of archi- tecture,” he says. Schopfer began his foray into entrepreneur- ship while studying architecture at Syracuse University. His rst business was a design com- pany called Usque Designs Ltd., which produced a unique plexiglass calendar with a design so distinctive, it was sold exclusively at the Museum of Modern Art store. In 1978 Schopfer cofounded Boston-based rm Ahearn Schopfer Associates, which later transitioned into his independent rm in 2010. He also cofounded import/export design company Plus Designs International, as well as hanger-design rm HH Holding Company. One of Schopfer’s greatest successes was Marsnext.com, an Internet space-commerce community he founded in 2000 that went on to receive a Golden Web Award in 2001. “I placed the most emphasis on marketing Marsnext. We went after publications lik e WIRED magazine because it was a very specialized company that needed niche marketing, ” he says. Schopfer explains, “I think it’s great to be involved with many different companies, each e. keViN ScHoPFer rEliEs on an advEnturous a pproach to gEt his EclEctic dEsign vEnturEs oFF thE ground one brand's AMB ITI O N TimeLiNe oF ScHoPFer'S brANDS 1969 BSchoper ounds Usque, whose products are exclusively sold at the Museum o Modern Art’s design store 1970 BBegins designing lights or George Kovacs, a renowned contemporary designer; the partnership lasts 20 years 1978 BCoounds architecture and interiors frm Ahearn Schoper Associates 1985 BFounds Plus Designs Interna- tional, an import/export design company, with William Sidel 1987 BForms HH Holding Company, a hanger company or dry cleaners 2000 BFounds Marsnext.com, an Internet community centered around the inevitability o space commerce 2008 BSchoper is hired to design the International UFO Museum and Research Center in Roswell, NM BSchoper Yachts is ounded 2009 BSchoper designs a “demon- stration” oating city or New Orleans 2010 BSchoper Associates LLC is ormed BDesigns “demonstration” oating cities or Boston and Haiti 2011 BSchoper serves as a key- note speaker at the designEX convention in Australia, where he speaks about virtual cities, oating cities, and yachts worDS Lisa Ryan reNDeriNGS Tangram 3DS tangram3ds.com PorTrAiT Matthew Guillory mattgphoto.com brANDS Schoper Associates LLC Schoper Yachts Marsnext.com Plus Designs International HH Holding Company Usque Designs Ltd. PAreNT comPANy Schoper Associates LLC 160 Commonwealth Ave. Boston, MA 02116 617 262 1410 schoperassociates.com 01
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Kevin Schopfer has had the good fortune to
be branded an authority in the design world. Henot only owns and operates Schopfer Associates,
a highly regarded architecture, planning, andinterior-design rm, but he has also dipped his
ngers into countless other aspects of design, building businesses that range from a dry-cleaning hanger enterprise to his new, high-end
yacht-design company, Schopfer Yachts.“My approach to branding has more to do
with the products I’m offering than the individ-ual companies themselves,” Schopfer says. “Look at Ralph Lauren and how many different busi-
nesses he has under his brand—it’s really justone company with many different divisions.”
Over the course of his 40-year career, Schopferhas created a brand that includes more than six
different design companies under its umbrella.Each business began as a hobby—Schopferspends his free time exploring his curiosity of
all things design. “They all fall under the realmof design, which is a natural extension of archi-
tecture,” he says.Schopfer began his foray into entrepreneur-
ship while studying architecture at Syracuse
University. His rst business was a design com-pany called Usque Designs Ltd., which produced
a unique plexiglass calendar with a designso distinctive, it was sold exclusively at the
Museum of Modern Art store. In 1978 Schopfercofounded Boston-based rm Ahearn Schopfer
Associates, which later transitioned into his
independent rm in 2010. He also cofoundedimport/export design company Plus Designs
International, as well as hanger-design rm HHHolding Company.
One of Schopfer’s greatest successes was
Marsnext.com, an Internet space-commercecommunity he founded in 2000 that went on to
receive a Golden Web Award in 2001. “I placedthe most emphasis on marketing Marsnext. We
went after publications like WIRED magazine because it was a very specialized company thatneeded niche marketing,” he says.
Schopfer explains, “I think it’s great to beinvolved with many different companies, each
e. keViN ScHoPFer rEliEs on
an advEnturous a pproach to
gEt his EclEctic dEsign
vEnturEs oFF thE ground
one brand'sAMBITION
TimeLiNe oF ScHoPFer'S brANDS
1969
B Schoper ounds Usque,
whose products are exclusively
sold at the Museum o Modern
Art’s design store
1970
BBegins designing lights or
George Kovacs, a renowned
contemporary designer; the
partnership lasts 20 years
1978
BCoounds architecture and
interiors frm Ahearn Schoper
Associates
1985
B Founds Plus Designs Interna-
tional, an import/export design
company, with William Sidel
1987
B Forms HH Holding Company,
a hanger company or dry
cleaners
2000
B Founds Marsnext.com, an
Internet community centered
around the inevitability o
space commerce
2008
B Schoper is hired to design the
International UFO Museum and
Research Center in Roswell, NM
B Schoper Yachts is ounded
2009
B Schoper designs a “demon-
stration” oating city or New
Orleans2010
B Schoper Associates LLC is
ormed
BDesigns “demonstration”
oating cities or Boston and
Haiti
2011
B Schoper serves as a key-
note speaker at the designEX
convention in Australia, where
he speaks about virtual cities,
oating cities, and yachts
worDS
Lisa Ryan
reNDeriNGS
Tangram 3DS
tangram3ds.com
PorTrAiT
Matthew Guillory
mattgphoto.com
brANDS
Schoper Associates LLC
Schoper Yachts
Marsnext.com
Plus Designs International
HH Holding Company
Usque Designs Ltd.
PAreNT comPANy
Schoper Associates LLC
160 Commonwealth Ave.
Boston, MA 02116
617 262 1410
schoperassociates.com
01
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