© All rights reserved. John Gerst Design · Holiframes LLC

Designing
the Invisible Layer
of ArchitectureDesigning
the Invisible Layer
of ArchitectureDesigning the Invisible

Most spaces are designed around what people see.
We design around what people feel.

The Visible Layer.

Architecture, materials, fixtures, and physical features shape what people see.

The Invisible Layer.

Atmosphere, anticipation, comfort, rhythm, and memory shape what people feel.

The most memorable spaces are designed through both.

Luxury is no longer defined by what a home contains, but by how it makes you feel. Yet those homes are still often experienced one switch, one fixture, or one room at a time.

Experience Design
connects every element
into one cohesive journey.

Understanding
Experience Design

Click a line to reveal the RLS perspective.

Living Light Ceiling
01

Living Light Ceiling

An architectural composition that reveals itself differently from every perspective.

 Cinematic Transition
02

Cinematic Transition

The Experience Begins Before the Movie Starts.

 Arrival Sequence
03

Arrival Sequence

The sky continues inside.

Spacial Studies

Selected explorations in atmosphere,
perception, rhythm, and cinematic spatial
experience.
SPATIAL DESIGN

Designing
Signature Moments

Sometimes a single moment defines an entire home.

Curious what this could look like in your project?

Request the detailed product guide, example deliverables, process overview, and typical investment information.

RLS SIGNATURE MOMENT™

Create a memorable moment, feature, room, or sequence.

EXPERIENCE STRATEGY

Beyond
Individual Moments

A home is experienced as a sequence rather than a collection of rooms.

RLS WHOLE HOME EXPERIENCE™

Create a cohesive experience across an entire residence.

Curious what this could look like in your project?

Request the detailed product guide, example deliverables, process overview, and typical investment information.

Depending on the project, services may include experience design, lighting design, custom feature development, visualization, construction documentation, fabrication coordination, and implementation support.

EXPERIENTIAL REVIEW

The Entry Point
For Many Projects

Many homes already contain the foundation for a better experience.

RLS AUDIT™

Discover experiential opportunities hidden within an existing space.

Curious what this could look like in your project?

Request the detailed product guide, example deliverables, process overview, and typical investment information.

A vision is only valuable
when everyone understands it.

Every project is different.Every project
is different.Every project is different.

Start With A Conversation.

Whether you're exploring an idea, reviewing a design, or preparing for implementation, we'll help determine the best path forward.

Based in Las Vegas. Working Internationally.

Product Guides *

Journal

Observations on atmosphere, perception, cinematic spatial design, and intelligent environments.

Why Darkness Creates Luxury

How controlled shadow defines hierarchy, atmosphere, and emotional depth in architecture.

Architecture and Cinematography Use the Same Language

Exploring rhythm, reveal, contrast, and anticipation across spatial and cinematic design.

Floating Ceilings and Perceived Openness

How indirect perimeter lighting alters perceived spatial boundaries.

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