Style, Space & Soul
John Goodman
Words By: Alvin Wayne
Gallery
New York born and creatively disciplined, John Goodman has spent nearly two decades shaping environments where art, nature, and intention converge.
With foundations in fashion design and horticulture, his work carries both structure and sensitivity — a rare balance of precision and instinct. From apprenticing under leading floral and event designers to founding JL Goodman LLC, his trajectory reflects a devotion to craft and collaboration.
AoD: Your background spans fashion, horticulture, and experiential design. How have these disciplines influenced the way you think about creating spaces today?
Goodman: Coming from fashion, horticulture, and experiential design has taught me to see spaces as living, evolving environments rather than static designs. Fashion trained my eye for proportion, texture, and movement, how something feels when you are inside it, not just how it looks. Horticulture grounded me in seasonality, imperfection, and the idea that beauty can feel organic and slightly wild. Experiential design tied everything together by reminding me that spaces are meant to be felt. I am naturally drawn to designs that carry a sense of whimsy and quiet magic, moments that feel unexpected or transportive, while remaining thoughtful, functional, and grounded.
AoD: You’ve worked across events, interiors, and florals. When beginning a new project, how do you first connect with the space before any design decisions are made?
Goodman: Before any design decisions are made, I spend time simply being in the space. I notice how the light moves, where the energy settles, and how the space feels at different moments. I try not to rush into ideas. I want to listen first. I am often drawn to the more whimsical or magical possibilities a space offers, but I always let those ideas grow from what already exists. Every space has a personality, and my role is to reveal it in a way that feels intentional, elevated, and authentic.
AoD: Having trained and apprenticed under some of New York City’s leading designers, what lessons from those early years continue to shape your creative philosophy?
Goodman: Those early years taught me discipline, respect for process, and a deep appreciation for detail. Working under designers with incredibly high standards showed me that true luxury is not about excess. It is about refinement, restraint, and clarity of vision.At the same time, I learned that even the most polished work benefits from moments of softness, imagination, and magic. That balance between structure and whimsy continues to guide my creative philosophy today.
AoD: Your work often feels deeply intentional and emotionally grounded. How do you define “soul” in design, and how do you consciously build it into your projects?
Goodman: To me, soul in design comes from honesty and intention. It is when a space feels layered, personal, and human, not overly styled or manufactured. Soul lives in the details that feel meaningful, and in the moments that invite emotion, wonder, or even a little magic. I build that in by listening carefully to the story behind a space, honoring its purpose, and allowing room for whimsy without losing balance. When a design feels soulful, people sense it immediately, even if they cannot quite articulate why.
AoD: After nearly 18 years in the industry, what do you hope people experience emotionally or spiritually when they step into a space you’ve created?
Goodman: I hope people feel transported, even if just for a moment. I want them to feel calm, inspired, and a bit enchanted, like they have stepped into something thoughtful and slightly magical. At the same time, I want the space to feel grounded and welcoming. If someone leaves feeling more present, emotionally connected, or quietly moved, then the design has done exactly what it was meant to do.
