Essential Install | CEDIA
The Installer As Artisan
James Davies , director of CEDIA member company , Drexler Hooke , discusses the importance of design in the custom installation industry .
A Drexler Hooke project in Kensington
When working with architects and interior designers at the highest level , a shared passion for design becomes a key element in communication . Ultimately , our job is to help realise the designer ’ s vision . When we talk about design , we think about drawing layouts or elevations , but the architect is talking about something different , the overall finished aspect of the project ; how lines intersect ; how light dances across different types of surfaces and how fabrics can dampen or enhance ambiance .
Drexler Hooke bring strong design and expert knowledge to projects
How should we approach a job of this type ? Clearly , the client ’ s mandate and practicalities need to be taken into consideration . Personally , I make sure I know the products I sell intimately , from colours and finishes to size and structure . I can sit with a client , and have done , to work through Farrow and Ball swatches so that we can match precisely our speaker cabinets to joinery finishes .
Being in a position of expertise requires more than just the ability to know ohms law . It also brings a responsibility to be sensitive to design and take a real interest in it . This understanding has helped me a great deal in the past , whether a casual conversation about a client ’ s art collection , which led to the sale of a lighting system , or an inspirational visit to an exhibition , which resulted in making a stellar pitch . All design is important and helps stimulate the creative juices .
How do we express our design expertise meaningfully and in a way that has value ?
The reason I got into this industry was my passion for music . Firstly , Motown and Indie , and later Classical . I studied music at university and later took an interest in art and fashion . From a business aspect , I try to introduce what inspires me through every creative way I can , whether that is my headed paper , business cards or website . Continuity and attention to detail is what wins you fans , and fans are what attract clients , especially in this age of fast paced , reactive social media . Generating content on Instagram and Twitter gives you the opportunity to seduce your audience and start conversations .
How can design be integrated with our world ? The bottom line has got to be how we see ourselves . Do you think of yourself as an over inflated TV repair man or an artisan crafting your clients ’ systems together by combining your many years of experience , expertise and knowledge ? Can we compare ourselves to the watchmaker or the tailor ? I think we can .
We take hours building racks , we can spend days customising touchscreen layouts and weeks matching cabinet finishes . Some of us may already be doing the interior design aspect of the job as well , especially if you ’ re building fully furnished bespoke cinema rooms .
So when it comes to design , get involved . Ask the architect what style they ’ re trying to achieve ; modern ,
contemporary or minimalist . Tell the interior designer that you know a model of television or speaker that would work better with the industrial style they are trying to achieve .
How can technology integrators develop relationships with the design community ?
To integrate fully with interior designers , architects , property developers , and other specifiers , it is vital that we build strong working relationships as well as an understanding of each other ’ s role .
Lifestyle Technology Showcase It ’ s for exactly this reason that CEDIA is inviting architects , designers and builders to its Lifestyle Technology Showcase on 11th October 2017 at The Building Centre in London .
Many in the industry think that comparing our profession to architects and interior designers is like chalk and cheese . But , in my view , it ’ s about understanding and appreciating where they ’ re coming from , and educating them about how we can best work together . Ultimately , we all care about the same things : craftsmanship , design and excellence . So , let ’ s work together to achieve mutual success and a great system and scheme for the client .
More information : Drexler Hooke + 44 ( 0 ) 208 0687000 , drexlerhooke . co . uk or tweet James @ HomeCinemaJim
18 | September 2017