Experience The Art of Living Well with The Design Coach
- Philip Sassano
- Nov 20
- 3 min read
By: Matt Stewart / November 17, 2025
What does it mean to be a visionary? It’s the ability to conceive ideas and possibilities before others see them—paired with the rare capacity to bring them to life with clarity, artistry and purpose. For Philip Sassano, Managing Principal and Creative Lead of The Design Coach, vision is not about chasing trends but about honoring history, elevating lifestyles and crafting homes that embody meaning and purpose. “Great design is more than aesthetics,” Sassano reflects. “It’s about creating experiences that reflect our clients’ passions while preserving their legacy.” With this philosophy, The Design Coach has evolved into a firm recognized for its Creative Contracting™ process and a dedication to turning abstract ideas into extraordinary realities.
A Career Shaped by Storytelling
From an early age, Sassano was captivated by how spaces could tell distinctive stories. His childhood bedroom corner, filled with sketches, models and taped-up ideas, became his first design studio. That early spark ignited a career defined not just by creating beautiful rooms but by shaping meaningful experiences. In 1998, Sassano launched his first firm, Refined Rustic Studios, in Chicago. Years later, a rebrand as The Design Coach marked an exciting new chapter—one focused on blending artistry, architecture and concierge-level service. Landmark projects, such as the reinterpretation of Black Point Estates in Lake Geneva, cemented his reputation for merging legacy with a modern lifestyle. “Our work is never just about the space,” Sassano explains. “It’s about honoring history, elevating how people live today and creating environments that will inspire for generations to come.”
The Philosophy of Creative Contracting
At the heart of The Design Coach lies a philosophy built on three guiding principles: creativity, comprehensiveness and concierge-level service. Creativity ensures every design is original and deeply personal. Comprehensiveness means every detail—from the architectural structure to the final styling—is handled with rigor. Concierge-level service ensures clients experience not only exceptional outcomes but also a seamless, enjoyable process. This methodology, known as Creative Contracting™, has become the firm’s signature approach. “Too many times I’ve seen projects where visions are lost or corners are cut,” Sassano shares. “Our promise is to bring clarity, empathy and integrity to every step of the journey, transforming ideas into lasting works of art.”
Growth, Legacy, & What's Next
Today, The Design Coach continues to expand its national footprint while remaining committed to its core mission to create experiential spaces that embody both lifestyle and legacy. Two recent initiatives showcase this balance. The Vault, a design and lifestyle showroom, serves as a creative hub for clients and community alike, while Revival Studios—launched in partnership with Subzero, Wolf, and Cove—is a dedicated atelier for kitchens, baths and bars, combining world-class products with hands-on design expertise. For Sassano, these ventures are more than new chapters; they are opportunities to redefine how clients engage with design. “The future of The Design Coach is an exciting blend of growth and refinement,” he says. “We’re doubling down on creating legacy spaces that speak not only to the present but to the stories families will tell for decades to come.”
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