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67 J acob Sudhoff and Jerry Hooker are breaking all the rules — again. Their remarkable collaboration with storied Italian furniture maker Giorgetti for Houston's first designer-branded luxury development was announced in 2016. The handsome Giorgetti Houston, which entered construction phase in February, has sparked another groundbreaking endeavor, Casa, in West Avenue. Hooker is a principal with Mirador Group architects, which has a track record of designing luxury condominiums; Sudhoff's residential sales and marketing powerhouse Sudhoff Companies, has collaborated with The River Oaks, The Wilshire, and Belfiore high-rises, to name a few. Together, they've opened the 10,000-square-foot Casa showroom to house nine of Italy's most coveted furniture collections, some of which have never been available in the United States. Included in the lineup are Giorgetti and Poltrona Frau, both known for handcrafted furniture and leather goods; Rimadesio, which crafts innovative closet and furniture systems; Listone Giordano, whose premium hardwood floors can be seen in luxury stores such as Bulgari; and Viabizzuno, whose handmade chandeliers are in Valentino boutiques worldwide. Sculptural, cutting-edge furniture by Henrytimi and Tacchini is also showcased, along with Elam Kitchens by Tisettanta, which is known for its creative use of natural materials. Sudhoff and Hooker were inspired to bring this gathering of Italian brands to Houston while working with the 120-year-old Giorgetti furniture company on the design of the residential building. "Jacob and I realized there was a lack of resources for quality Italian- and European-influenced products that we could use in our projects," Hooker says. "That led us on this exploration of like- minded brands we could bring to Houston. It started with Giorgetti and blossomed from there." Casa not only provides an ultra- chic destination for architects and interior designers to see these beautiful Italian collections in situ, but it's also a wholesale resource for developers and hospitality groups nationwide. Sudhoff notes that it can be cost-prohibitive to outfit hotels and luxury condominiums in small, exclusive Italian brands, but because Casa is a distributor, not a retailer, it offers goods at a substantially lower cost. At the same time, Sudhoff and Hooker are investing private-equity money into these boutique Italian companies to help grow their manufacturing capabilities. "We are acting more as partners, helping them meet the needs of our larger projects, such as the 3,000-room hotel we're bidding on," Sudhoff says. "It's a whole new way of doing business." Casa, West Avenue, 2800 Kirby Dr., casa-houston.com. Jacob Sudhoff and Jerry Hooker Opposite page: Giorgetti On Off lamp and Alina armchair Clockwise from above: Giorgetti Morfeo bedside table and Rea bed. Giorgetti Galet low table and pouf. Giorgetti Mobius armchair. Giorgetti Rea bed.