{"id":7274,"date":"2014-06-18T14:00:00","date_gmt":"2014-06-18T18:00:00","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=7274"},"modified":"2020-04-03T18:01:14","modified_gmt":"2020-04-03T22:01:14","slug":"visual-magnetics","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/community-stories\/member-spotlight\/visual-magnetics","title":{"rendered":"Visual Magnetics: A family business transforming physical spaces"},"content":{"rendered":"<p dir=\"ltr\">Aside from those of us who managed a successful lemonade stand or two, few of us can say we began our careers at age 9.<\/p>\n<p dir=\"ltr\">But Tori Deetz of <a href=\"http:\/\/www.visualmagnetics.com\/\">Visual Magnetics<\/a> is an exception to this general rule of business, having been involved in every major decision her family\u2019s company has made since she was in elementary school.<\/p>\n<p dir=\"ltr\">\u201cMy parents have always listened to my brother and me,\u201d Tori explains. \u201cWe were always included in every meeting, and our instincts mattered. If someone gave us bad vibes, our parents would not work with that person.\u201d<\/p>\n<p dir=\"ltr\">With more than 20-year-old roots in Mendon, Massachusetts, Visual Magnetics, formerly MagnaMagic, revolutionizes physical spaces using changeable, eco-friendly graphics and wall coverings. With clients ranging from retailers to museums and architects to designers, Tori says the company\u2019s niche exists at the intersection of form and function, where DIY meets high design.<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-34-1.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7580\" alt=\"20140604 Tori and Naomi Visual Magnetics-34 (1)\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-34-1.jpg?resize=2000%2C1333\" width=\"2000\" height=\"1333\" data-wp-pid=\"7580\" \/><\/a><\/p>\n<p dir=\"ltr\">\u201cWalls are forgotten territory,\u201d says Naomi Mukai, the company\u2019s first hire in New York City. \u201cBut you really don\u2019t need touchscreens or high-tech designs to improve them. Our system gives walls flexibility.\u201d<\/p>\n<p dir=\"ltr\">Tori\u2019s dad, Joe Deetz, concocted the world\u2019s first batch of magnetic paint in his sign shop in the 1990s, an experiment that has since transformed into a design phenomenon. At the time, Joe had several years of experience in the sign industry, but launching a business in a pre-Internet world was challenging.<\/p>\n<p dir=\"ltr\">\u201cThere was no Kickstarter then, so getting a product off the ground was really tough,\u201d Tori says of her dad\u2019s early years in the business.<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-8.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7585\" alt=\"20140604 Tori and Naomi Visual Magnetics-8\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-8.jpg?resize=427%2C640\" width=\"427\" height=\"640\" data-wp-pid=\"7585\" \/><\/a><\/p>\n<p dir=\"ltr\">Joe and his wife Sandy Deetz, now Vice President of Visual Magnetics, began making labels for the company on MS Paint, an application that holds a special place in the heart of every \u201890s child. The couple shipped the product directly from their home until 2007 when they decided that the brand would become much more robust if the concept of magnetic paint could be expanded to the development of a magnetic receptive graphic system &#8211; a system that would transform the look and function of entire wall surfaces. This epiphany resulted in a total rebrand, and thus, Visual Magnetics was born.<\/p>\n<p dir=\"ltr\">Despite completely changing the face of their product, the Deetz\u2019s made certain they remained a family business at their core. Even after opening an office at WeWork Soho West in 2012, Visual Magnetics has held on to their earliest employees, some of whom Tori has known since birth.<\/p>\n<p><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-4.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7579\" alt=\"20140604 Tori and Naomi Visual Magnetics-4\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-4.jpg?resize=2000%2C1333\" width=\"2000\" height=\"1333\" data-wp-pid=\"7579\" \/><\/a><\/p>\n<p dir=\"ltr\">\u201cThe company is made up of people who\u2019ve been in the same community for a very long time,\u201d Tori says. \u201cBesides just my brother and me, my aunt is also very involved, as are several of our family friends. Everyone brings a valuable specialty to the table.\u201d<\/p>\n<p dir=\"ltr\">Such strong familial ties means that the team has had to search far and wide for Manhattan employees and those who appreciate companies with blue collar roots.<\/p>\n<p dir=\"ltr\">Enter Naomi, a former digital and communications strategist with experience in digital strategy and communications. Her role at Visual Magnetics is centered around the brand\u2019s PR and digital strategy. While Tori manages a lot of the team\u2019s creative work, Naomi is heavily focused on marketing. Because the company is still small and incredibly multifaceted, these two must collaborate closely to meet their goals.\u00a0<a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-21.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7588\" alt=\"20140604 Tori and Naomi Visual Magnetics-21\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-21.jpg?resize=2000%2C1333\" width=\"2000\" height=\"1333\" data-wp-pid=\"7588\" \/><\/a><\/p>\n<p dir=\"ltr\">Tori met Naomi at a barbecue about a year ago and invited her to go surfing the next day (Tori has a vested interest in marine biology). The two \u201cjust hit it off,\u201d as Naomi says.<\/p>\n<p dir=\"ltr\">\u201cI loved my job at the time, but I knew I needed to work with Tori.\u201d Now, having celebrated their one year \u201cfriendiversary,\u201d they prefer to identify themselves as best friends who happen to work together rather than as simply co-workers.<\/p>\n<p dir=\"ltr\">Tori attributes this bond to her family\u2019s tendency to \u201cadopt\u201d their employees, saying that \u201cbecause we\u2019re a family company, we\u2019re very family values-focused.\u201d<\/p>\n<p dir=\"ltr\">Naomi has a similar take on the company\u2019s dynamic: \u201cI\u2019ve worked at startups before, but it\u2019s truly refreshing to work at a family startup. Their team inspires me, and I\u2019m so invested in the company because of them.\u201d<\/p>\n<p dir=\"ltr\">This dedication to one another and to their goals is evident in each of the team\u2019s products, including their recent exhibit in Seattle called <a href=\"http:\/\/www.mgrear.com\/news\/creatures-of-change\/\">Creatures of Change<\/a>. The installation, which focused on marine preservation and how species change and adapt, allowed the team to tap into the arts industry. It was taken very seriously by many top tier museums across the country.<\/p>\n<p>\u00a0<a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-15.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7586\" alt=\"20140604 Tori and Naomi Visual Magnetics-15\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-15.jpg?resize=427%2C640\" width=\"427\" height=\"640\" data-wp-pid=\"7586\" \/><\/a><\/p>\n<p dir=\"ltr\">The team is also in the midst of developing their new Dynamic Spaces project that will focus on in-office and educational design. Through this series, the team wants to reinvent walls in workspaces in the same way they\u2019ve done for retailers and museum spaces. Their goal is to reinvent walls in workspaces with a line of materials including dry erase wall coverings that create expansive collaborative surfaces with custom design and multiple writable layers. This concept also allows their clients to add dimensional objects such as frames and shelves to walls without the use of nails or screws.<\/p>\n<p dir=\"ltr\">In order to meet this challenge, Tori and Naomi find it necessary to take inspiration from their surroundings on a daily basis.<\/p>\n<p dir=\"ltr\">\u201cYou wake up and realize you\u2019ve been marinating for a while,\u201d Naomi says of living in New York. In a city full of creativity and inspiration, \u201cyou can\u2019t help but absorb it by osmosis.\u201d<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-321.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7589\" alt=\"20140604 Tori and Naomi Visual Magnetics-32\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-321.jpg?resize=427%2C640\" width=\"427\" height=\"640\" data-wp-pid=\"7589\" \/><\/a><\/p>\n<p dir=\"ltr\">Tori also takes inspiration from her friends, many of whom are happy to be specialists in a particular field.<\/p>\n<p dir=\"ltr\">The Visual Magnetics team offers up inspirations of their own, both to the people and places that surround them, but Tori explains that their main goal is to keep their familial spirit strong.<\/p>\n<p dir=\"ltr\">\u201cThe family business is very left out of the big city narrative,\u201d Tori says. \u201cAnd being a family-owned company is often considered a weakness.\u201d<\/p>\n<p dir=\"ltr\">However, having developed her entrepreneurial prowess while surrounded by those she loves, Tori is more than confident in the team\u2019s passion-drive approach to business.<\/p>\n<p dir=\"ltr\">\u201cCloseness and trust builds more strength than anyone knows,\u201d Tori says. \u201cMake decisions with your heart and you will always come out on top.\u201d\u00a0<a href=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-29.jpg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-7590\" alt=\"20140604 Tori and Naomi Visual Magnetics-29\" src=\"https:\/\/www.wework.com\/ideas\/wp-content\/uploads\/sites\/4\/2019\/06\/20140604-Tori-and-Naomi-Visual-Magnetics-29.jpg?resize=2000%2C1333\" width=\"2000\" height=\"1333\" data-wp-pid=\"7590\" \/><\/a><\/p>\n<p class=\"finalnote\" style=\"font-size: 15px;\">Photographs by <a href=\"http:\/\/www.laurenkallen.com\/\">Lauren Kallen<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aside from those of us who managed a successful lemonade stand or two, few of us can say we began our careers at age 9. But Tori Deetz of Visual Magnetics is an exception to this general rule of business, having been involved in every major decision her family\u2019s company has made since she was [&hellip;]<\/p>\n","protected":false},"author":1127,"featured_media":7578,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43903,43911],"tags":[],"class_list":["post-7274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community-stories","category-member-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Visual Magnetics: A family business transforming physical spaces<\/title>\n<meta name=\"description\" content=\"Aside from those of us who managed a successful lemonade stand or two, few of us can say we began our careers at age 9. 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