“Wealth” can have various meanings: it can represent material abundance and prosperity but also signify invaluable guidance. I talked with Joshua Johnson about how he and his father, John Johnson of Space Continuum LLC, create a progressive space for Black men through their furniture and interior design company, an often unexplored industry for their demographic, and how that has been foundational to building wealth.
Space Continuum is a platform that champions the idea of creating “thoughtful, creative work environments” and beyond. From offering clients a glimpse of potential spaces through virtual reality (VR) to venturing into the electronic vehicle (EV) industry with Hypercharge, their EV charging station company, the Johnsons are committed to building a legacy. Joshua confirms their philosophy: “It’s not just about money. It’s about happiness and family.”
THE RISE TO RECOGNITION
It was the 1990s, and Joshua’s father, John, and his experience with facility management collided with a successful run with an existing steel case dealership that eventually closed. With entrepreneurship on his mind, John set out to make a mark in this rare space, eventually bringing Joshua on to provide a fresh, innovative perspective. “Having worked in the tech industry before, [one of my goals]was to expose our community to these different technologies through Space Continuum because I knew it wasn’t in those spaces.”
Over time, Space Continuum has built a positive reputation, citing The Obama Foundation as a “prime example” of a project highlighting the importance of solid DEI initiatives (which have been instrumental in their development). Space Continuum was honored as the “Supplier of the Year” in the foundation’s 2018 annual report. Through dynamite diversity, equity and inclusion goals, the Obama Foundation “has emphasized that DEI is essential to their success, community impact and supplier and procurement guidelines.” When navigating spaces where their presence is uncommon, working with businesses that uplift diversity, equity and inclusion has helped relieve the family firm of being overlooked. With partners like State Farm®, those with a solid plan looking to build on a dream can work towards successfully growing their business.
THE CLIMB
With over 60 years of combined experience in the commercial furniture interior design industry, Joshua shared that Space Continuum has faced many challenges. “Market studies show that over 72% of the industry is white, while we make up a small portion of around 4%. “We are rarely sought for partnerships with commercial furniture and interior design firms in Chicago despite knowing many of these owners for years. They often ignore us, work to minimize our role and reduce our control. I’ve encountered difficulties with contracts requiring participation in our expertise, including biased contract selections favoring WBE (white female firms) over certified and qualified MBE (Minority Business Enterprise) firms.”
Image: courtesy John and Josh Johnson.
PASSING THE TORCH
From working in a warehouse in high school to getting his feet wet in the tech industry, Joshua took a strong liking to interior design. “In the tech industry, I was exposed to coding, venture capitalists and innovation technology, so I started researching different technologies in other countries like China and Singapore, and I brought that back into our interior design industry.”
Joshua managed to share his knowledge and influence within the public school space. “I built relationships with Chicago Public Schools that would allow [us]to be present for 20 years.” He has helped incorporate more durable, innovative products within those educational spaces as a result. “When it comes to commercial interior design [and how it relates to]technology, people just think of speakers and stuff like that. They’re not thinking about the innovation of an interactive screen on your desk. Businesses that fall into niche spaces, like the Johnsons, can thrive thanks to organizations like State Farm, which strive to simplify transformative moments by providing the education and resources needed to succeed.
As for other Black entrepreneurs looking to get ahead in business, interior design or any industry, Joshua advises that they “research the industry you want to enter and seek advice from existing business owners. Assemble a reliable team of advisors for legal, financial and banking guidance. Ensure you have a few trusted business advisors to turn to during tough times. Cultivate plenty of passion and faith, as the journey will be challenging and your persistence and belief in yourself will be crucial. Always look for grants as part of your financial strategy and avoid going into debt if possible. Save for the journey and develop a robust business plan that demonstrates your knowledge of the industry and your vision. Step out on faith.”
