Future Tech Trends | New Media Art
Image courtesy of Earl Smith
Interestingly , Barco Residential and NIIO are looking into creating a qualification for installers who are ‘ art savvy ’.
“ We are working with a select group of high end integrators to create a qualification that will provide a quality guarantee the art world will be able to rely on when looking for a technology partner , thereby creating differentiation and additional opportunities for integrators that obtain that qualification ,” Tim reveals .
Looking back to when Barco Residential decided to enter the high-end residential market , the company looked at estimates as to what level of business the industry was generating , but was more interested in what the ultimate potential for this industry could be .
“ We felt this was best defined by looking at the number of ultra high net worth individuals and found that the number of individuals falling within that group – which should be our target – offered a vast opportunity compared to the level of business that was being generated . We also felt that that opportunity should go far beyond home theatre , since the modern high-end home enabled by the pinnacle of today ’ s technology offers so many opportunities to create digital canvases for a wide range of applications and experiences , of which home theatre is only one .”
AV Integration Companies Are Key
It ’ s all very well having a manufacturer like Barco Residential and an organisation like CEDIA behind the CI industry ’ s migration into the art and architectural sectors , but the support of the custom integration industry is critical .
“ Exactly ,” says Phillip Hine , design director at UK highend integration specialist , Cornflake , which has been involved in the architectural sector for over 15 years , largely due to the profile and aesthetic interests of its discerning clients .
“ To be honest , early customers probably drove us to provide a service but , more recently , we ’ ve become far more confident at proactively suggesting custom projects . In fact , in 2012 we opened our London showroom with one room purely dedicated to glazing , including specialist solutions for art collectors .
“ Many of our customers have serious art collections that they want to enjoy , so we work closely with their curators to ensure important pieces are lit to their best advantage and are safe and secure . Whenever we ’ re cabling a property , or installing CCTV , it makes sense to consider all the detailing and include circuits for any art at the same time . It ’ s a great fit with the traditional AV offering .”
Another London-based high end AV integration company that recognises the huge potential that lies within the architecture , art and home builder sectors is Ideaworks . “ We work jointly with a number of creative art teams who each have a speciality in a particular sector ,” Kevin Andrews , Ideaworks ’ founder tells EI . “ They do the creative programming side and we do the technical realisation . But generally it starts with a joint discussion with the client and all parties about what they are trying to convey by commissioning something . In some cases , there is a commercial message like in a marketing suite , or it could be a private client wanting to break the mould and create something unique . Really it ’ s generally a blend of A / V , lighting and interaction that gets the best outcomes . AV is just one tool .”
“ We find that our best relationships are with architects and interior designers , as we can build a proper relationship based around helping each other and developing trust ,” interjects Philip Turner , owner of top AV integration company , Philharmonic Audio Visual Ltd .
“ The thing that makes these sectors the hardest to crack is the ‘ stickiness ’ of relationships . An architect or interior designer will often stick with something that they are not fully happy with rather than risk starting a relationship with someone completely new and it is difficult to demonstrate how you , as an AV company , can be different without actually working on a project with them .”
“ I think that the phrase ‘ custom integration ’ is probably an over-used term ,” says Kevin . “ Much of what passes for the work of a ‘ custom ’ integrator is no more than the assembly of standard parts installed in a standard way . I think if you are a creative team that can bring creative input and inspire through showing what ’ s possible , then the demand exists for interactive video and lighting installations that react to the people who view it .”
Phillip is of the opinion that having a good lighting expert on an AV company ’ s team is paramount for an organisation keen to go down the art / architecture route .
“ A knowledgeable lighting designer will listen to clients ’ ideas and deliver exceptional results that go far beyond a traditional designer ’ s remit ,” he nods . “ We often get asked to advise on placement and how the art will fit in a certain space ; plus the optimum way to light it to create the most evocative experience and , importantly , what will do justice to the often eye-watering investment .
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