Behind the Scenes of the DXV Design Panel

Since the launch of our design for DXV in New York City earlier this month, we’ve had so much amazing feedback… and, so many people interested on knowing more about the process and exactly what it’s all about.

First of all… What is DXV? DXV is a luxury plumbing line by American Standard. When American Standard celebrated being in business for 150 years, they launched a luxury plumbing line that celebrated their fifteenth decade. Now, in its third year, it’s a brand that is celebrated by designers and their clients for its superior performance and gorgeous style.

We were chosen, among several other celebrated interior designers, to design a space reimagining Palm Springs during the modern movement using DXV products. This design would be used a DXV’s national ad campaign. See below to see the process from start to finish, as broken down by our process.

Step 1: Intake + Schematics

We were assigned the city of Palm Springs during the modern movement, which corresponds with the modern era collection by DXV. We were given a budget and told we had a 12-foot by 12-foot space to dream up. This set would then be built in a photo studio in Minneapolis (Earl Kendall Studios, to be exact) and photographed for their national ad campaign. So, we took to sketching and brainstorming together, as we do on every project…

Beth + Carolina, Pulp Design Studios

Step 2: The Design Phase

Once our design concept was approved, we moved into full-blown design. We specified all the custom millwork, windows, all the way down to the accessories and handed our designs over to the DXV team for implementation.



Step 3: Execution

To be honest, we didn’t have to do a whole lot in this phase! We showed up to a set nearing completion in Minneapolis, where DXV’s talented team had built the set to our complete specifications. We were greeted by their entire team, including the set builders, photographers, videographers, stylists, and marketing team. We worked together to put in all the finishing touches, with stylist Jim Goulet, including that 3 olive martini. Here’s how we got our set ready for her closeup…

Processed with Snapseed.

Processed with Snapseed.

Processed with Snapseed.

The DXV Team

We feel incredibly lucky to have worked with a brand like DXV, whose brand philosophy aligns so closely with ours and whose team is just such an amazing joy to work with. We’ve made amazing new friends and feel like we’ve truly joined the DXV family.

Meet just a couple of the key members and hear what they thought of working with Pulp!


Q. What was the most fun part of the process in working with Beth & Carolina?

Working with Beth and Carolina is what homeowners should be dreaming of when they plan to work with designers, creative, professional and sensitive to the project scope without ever being predictable. My personal thought on this talented duo is that they are definitely ones to watch!

Veronika Miller, Modenus

Q. What was your favorite part of the design?

I love the space they created because it is creative and fun but also very carefully edited. One of my favorite elements is the repeated use of specific angles which you can see in the tub, the fireplace wall, the room dividers and even in one of the light fixtures. This kind of continuity anchors a room. I told you — they are pros.

Veronika Miller, Modenus

October issues of Pulp Design Studios DXV

See the entire space in our portfolio:

Palm Springs Modern by Pulp Design Studios

Watch the videos and hear the whole story behind the space:

Pulp Design Studios on DXV


A huge thanks to the rest of the DXV team that helped make this space possible and to DXV for believing in us and investing in our talent.