GP 40th Interview w/ George Massar
The 40th Anniversary Collection presents 40+ new and inspired pieces of furniture and lighting that best represent Massar’s vision over the last twenty years. Demonstrating a comprehensive view of GP’s acumen for couture detailing and artisan handcraft, the collection honors the brand’s origins and pushes its legacy forward in an entirely new expression. We met with George to gain greater insight into the history and the meaning behind this milestone collection.
George - you have said the 40th Anniversary Collection best represents the vision you have had for the last twenty years. Tell us about that vision and your inspiration for this milestone collection.
When I took over as Owner and Creative Director in 2004, I immediately saw a need to expand the collection and give breadth to its offerings. Gregorius Pineo has always represented the finest in design, with references to various periods and styles, but I never want us to be pigeonholed as this style or that. My vision has always been to make Gregorius Pineo the brand that designers think of first when sourcing for their projects – a complete house of the best artisanal furniture, lighting, and wallcovering. The 40th Anniversary Collection celebrates our founding spirit and makes our offerings more robust than they have ever been.
How did the Gregorius Pineo brand begin? Do you have a favorite memory from the early days?
Gregorius Pineo began as a gallery showroom on La Cienega Boulevard. The original owners, Rene (Gregorius) and Stephanie (Pineo), curated the space with a beautiful array of antiques and special finds. They had also designed a small, made-to-order collection based on personal antique collections they had both acquired over many years. The 17th Century Italian Iron Bed that we still produce today was based on an original bed that Rene owned. Designers could purchase the antiques they sold, or something existing in their collection, often customizing or reinterpreting certain details like carvings, scale, finishes. From those early days, Gregorius Pineo had established relationships with incredible workrooms who could make that happen which is how the brand took flight – no one was doing what they were at the time.
I’ll never forget visiting Rene’s home in the early days. He would host these incredible dinners, and you would be surrounded by the most magnificent pieces – splendid antiques mixed with furniture from a variety of eras and countries – it all just worked together. And Rene was very specific about what time his guests should arrive. He didn’t believe in electrified sconces; he had candle sconces everywhere and it would take him 45 minutes to light them all. When you entered, everything was glowing with candlelight, and it was just magical. That is the essence of Gregorius Pineo – I always want our collection to evoke an experience, and to inspire.
GP is rooted in a legacy of collaboration – from its ownership over the years to the talented minds who have dreamt its designs, to the uniquely skilled artisans who make those designs come to life. Why has this collaborative spirit always been important, and will it continue to be in the future?
Collaboration is at the heart of who we are. We were founded on the principle of creating relationships and that has enabled us to grow. By engaging others’ talents, celebrating their skills, learning about their specialties and passions, we make their stories a part of the Gregorius Pineo story. From the unsung heroes in our workrooms to the brilliant designers we partner with. For instance, Rui Ribeiro and what he’s doing with Portuguese artisans, working with ancient methods and traditional materials – the lamps we collaborated on together for the 40th Anniversary Collection honor that story in a very contemporary way. Same as the lamps we collaborated on with Kate Hume – those are inspired by her aesthetic and things very personal to her, including a lamp cast from an original piece of mouthblown glass that she created herself. Maintaining a tradition of sharing with each other and learning from and empowering one another will keep us evolving and relevant in the years to come.
GP40 Collaborations
Which pieces in the 40th Collection are the biggest departure and make the newest statement, and why?
There are many! I would say the Courchevel Console and Dining Table stand out because they are so powerful and sculptural – Caleb Woodard hand carved and sculpted the original base for us and then we recast it for the 40th Collection. The Jardin Mirror is another – the intricacy and craftsmanship is almost unbelievable – it is jewelry for an interior. And the Giovanni is another favorite – available as a Lounge Chair, Dining chairs, and Bench – an exciting fusion of several trades in perfect harmony. These and others in the GP40 Collection explore form, finishes and artisanal detail in a way unlike we’ve done before.
GP proudly celebrates being crafted by hand, working with boutique workrooms and artisans who are deeply knowledgeable in traditional methods to produce one-of-a-kind treasures. While this remains a critical part of the company’s DNA, how does technology play a role as you are designing the collection?
Gregorius Pineo will always express handcraft and the soul of the artisan. I never want our collection to feel manufactured, or perfectly machine made. That said, some of our workrooms have harnessed technology so that we can achieve certain designs more efficiently, or at a scale that we would otherwise be unable to do if we were solely relying on traditional methods. Employing advancements like robotics or laser technology aids us in certain pieces but does not replace artistry - the finished product will always reflect the talented people who made it possible.
Kneedler Fauchère and Gregorius Pineo have shared a bond since GP’s launch in 1984. Dorothy Kneedler and Harry Lawenda, in fact, financed the first models so KF could represent the collection, and then they later purchased the company. What do you think would surprise them most about GP in 2024 and the 40th Anniversary Collection?
I think they would be in awe of just how far we’ve come – how much the brand and the collection has grown. They were more traditional in those years, and we have moved so far beyond that. Dorothy and Harry believed in Gregorius Pineo from the very beginning – they had a vision for it – and they believed in me, too – I think they would be very proud of all we have accomplished.
