For Marco Picano, the path to outdoor design began when he first went to play outside as a child.
These days, he’s still happiest when he is outside.
“I was born and raised in Massachusetts, and I developed an early appreciation for the natural beauty of the region,” he says. “My fascination with landscapes and outdoor design inspired me to pursue a career in the landscaping industry.”
After stops along the way to get an education in landscape architecture and business management, Picano and his brother Luca started Picano Landscaping, based in Reading, Massachusetts.
Their idea, then and now, is to create outdoor environments that combine functionality, aesthetics and sustainability.
More than choosing the furnishings, Picano specializes in providing the backdrop — the hardscaping and the patio and the retaining walls, along with carefully chosen grasses and perennials — against which landscape furnishings such as chairs and dining sets can be carefully selected and placed.
The best designs can involve finding a space, perhaps not very big, that can have a big impact.
“Changing unused areas into enjoyable retreats that improves homeowners’ lives is what drives me,” he says. “Navigating zoning laws and engineering challenges on residential projects can be difficult, but a client’s smile upon seeing their new oasis makes it worthwhile.”
Picano says that to successfully design outdoor spaces, interior designers need to add to their skill sets.
“While more and more interior designers seem to be offering exterior design services, developing expertise in areas like hardscaping, plant selection and product knowledge is key,” he says. “For us, high-quality, durable products and hands-on support from manufacturers are most important. Outdoor manufacturers do excel in providing high-quality, durable products. Companies can better serve designers through simplifying product selection and providing more education on outdoor design.”
For his part, Picano says that the best learning experiences for him were through showrooms, trade shows — and trial and error on the job.
He says that his best advice to build your business can be somewhat counterintuitive:
Give at least some of it away.
“Community outreach has boosted our business,” he says. “We have donated time and services to a local festival, leading to 23% more website traffic and enough new clients to give employee bonuses. Reach out to groups in your area to explore unique ways of contributing. This shows people your abilities, turning them into future customers.”
His best advice?
“Start with basic hardscaping and plants on residential projects, then progress to more complex, commercial spaces as experience builds. It’s a rewarding field but demands constant learning to keep up with trends and new developments.”
