A Letter From Sarah: 10 Years of Kuchar

Ten years ago, I opened Kuchar in a WeWork building in Fulton Market. Oh, how times have changed!

Ten years ago, I started Kuchar with a very clear intention — even if I didn’t yet have all the answers. I knew I wanted to build a design studio that felt different from the industry norm, a place where creativity came first, egos were left at the door, and people felt genuinely supported in their work.

This year, as Kuchar celebrates its 10-year anniversary, I find myself feeling incredibly grateful — and a little amazed — by how far we’ve come.

The Kuchar office, which we moved into in 2022, allows us to live out our core brand values of collaboration, inclusion, and teamwork.

The Vision and Intention

When I founded the firm, I was committed to creating an inclusive, collaborative studio culture, and that part of the vision hasn’t changed. What has evolved is the way that vision has been tested, refined, and strengthened through real projects, real people, and real challenges.

From the beginning, I also knew I didn’t want Kuchar to be defined by a single market. Workplace design was our starting point, but I always imagined a studio that could move fluidly across industries. Over the past decade, that idea has become reality. Today, we work across retail, hospitality, wellness, residential, commercial showrooms, education, and experiential spaces — each one pushing us to think differently and design more thoughtfully.

Three years into business, we designed a new Chicago showroom for the well-respected furniture brand Bernhardt, which became a major turning point for our firm.

“Adaptability Is the Signature”

One of the things people often ask about Kuchar is whether we have a “signature style.” The truth is, our strength lies in not having just one. Especially in commercial work, our role is to step into a client’s brand, understand it deeply, and then push it forward. Sometimes that means bold color, sometimes restraint, sometimes something entirely unexpected. Adaptability is the signature.

There are a few projects that feel especially representative of who we are. The Farmer’s Fridge office in Chicago is one — an example of what can happen when we’re given creative freedom and a strong story to build from. The Amsterdam financial office is another, where every decision tied back to a clear narrative. That level of cohesion and intention is what we always strive for.

Our showroom work has played a major role in shaping the firm. Designing showrooms isn’t about selling a product someone takes home that day. It's about creating an experience that stays with you. These spaces are meant to tell a story, spark emotion, and help people imagine what’s possible. That idea of experience-driven design influences everything we do.

About three years into the business, the Bernhardt showroom became a turning point for us. Bernhardt is such a respected name in both commercial and residential furniture, and that project pushed us beyond what we were known for at the time. It was larger in scale, primarily black and white, and a real departure from expectations. More than anything, it proved — to ourselves as much as to others — that we were capable of much more.

Every single member of the Kuchar team, past and present, has contributed to our success and growth.

The Kuchar Team

As the firm has grown, so has the team behind it. Today, Kuchar is almost entirely female — not by design, but by happenstance; we simply found an incredible group of creative, hardworking people who care deeply about their work and each other. As a leader, I try to balance building a successful business with creating a place where people genuinely want to be. This job is just one part of our full, rich lives, and I do my best to lead with empathy and trust.

Creativity at Kuchar is never top-down. We share inspiration constantly, talk openly about what excites us, and believe wholeheartedly that the next great idea can come from anyone. Mentorship is a huge part of our culture, whether that’s supporting a designer through their first presentation or giving someone the opportunity to lead a project for the first time. Growth happens when people are trusted.

When we moved into our current office, I got my own dedicated office space — perfect for future dreaming and planning.

What’s Next for Kuchar

Looking ahead, I’m excited about what’s next. A top-to-bottom hotel project has long been a goal, along with expanding into product design and more strategic, consultative roles — especially around color. Color in commercial furniture is often driven by financial considerations, but it dates quickly. I’d love to help brands think more thoughtfully about color choices that can elevate their brand and product.

In terms of growth, my hope is to double the size of the firm over the next decade, reaching around 20 people while preserving the culture that makes Kuchar what it is. Strengthening our full-service approach — from early planning through procurement — is also an important part of that vision.

If I could give one piece of advice to the version of myself who started this firm 10 years ago, it would be this: trust your gut. You know your business better than anyone else, even when it doesn’t feel that way. Everyone will have an opinion, and it’s easy to get pulled in different directions. But if something doesn’t feel right, don’t do it.

There’s a quote I often come back to, from a professional cyclist: “It doesn’t get easier; you just get faster.” The challenges never stop; they just change. You get better at handling what you’ve already learned, while always learning something new.

More than anything, I’m deeply grateful — to the clients who trusted us, to the collaborators who challenged us, and to the team who has helped build Kuchar into what it is today. No one builds a business alone, and I’m thankful for everyone who has been part of this journey.

Here’s to the next chapter!

– Sarah Kuchar-Parkinson

Founder & Creative Director, Kuchar