WINDOWS ON THE WORLD

Kris Hogg, Luxury Living Samsung Electronics Europe, talks the future of super-sized TVs and screens.

How best do installers attack this sector and convince customers that their viewing is something they need to truly invest in?

What I’m seeing is a growth in a new sector in the market, that of the Luxury Media Room, a room that can be a family media room, a home cinema, a sports bar or a wellness room all at the touch of a button. At the core of this has been the emergence of supersized MicroLED screens like The Wall. These super bright screens allow a client to experience incredible bright images and allows them to use the screen in broad daylight.

This then gives installers an additional product to offer the client, something we call a multimodal space that has all the uses we mentioned before. Adding the concept of these spaces allows the dealer to discuss a full range of services with the client (not just the screens but immersive audio, audio processing, acoustic treatments, control systems etc.) and totally ups the game for media room design and use.

Dealers such as HiiLIFE are using The Wall and the multimodal room as an integral part of their sales strategy. By offering complete solutions for these luxury spaces, covering everything from screen through lighting and control they make the buying process simple for the client to understand and commit to.

In terms of the value proposition, we’re seeing a trend for higher value installations post the COVID lockdowns, as people look to upgrade the performance of their home entertainment systems. This means that the dealer’s job is more about selling the experience than selling the products. If a dealer can get a client sat down in a demo facility, then that job gets even easier… Yes, the demo room is back!

Interestingly this applies not just for these multimodal spaces but for home cinemas, there is still huge demand for a dedicated cinema in the home and luxury yacht markets. I’m seeing growth in the utilisation of LED screens here too as they offer some significant advantages over a traditional two-part projection system

How do installers explain and introduce the concept to related trades such as interior designers?

One of the best routes to developing a dealer’s sales channel has always been through the design professional space, such as architects and interior designers, and there are tools available that help a dealer explain the concepts of home automation and AV systems. We published a design whitepaper in conjunction with specialists Trinnov, Officina Acustica and K-Array that cover all the elements a designer needs to consider, as well as ensuring they see the value in an AV professional, this is available from our display solutions website.

Of course, for a wider perspective of what we do as an industry, I’d point a dealer to CEDIA and their RIBA CPD outreach program, this is one benefit from CEDIA that really can change your business.

Above all though, sell the concept, sell the experience and don’t talk about specifications.

What scope is there for including content such as digital art, and how can installers help clients tap into those resources?

When we start to discuss large screens in any space, the one thing that is always on the client’s agenda is art, either to use the screen as decoration when it’s off, or to display dedicated artworks or collections. In fact, we have dealers who have installed The Wall in private galleries solely for displaying an art piece.

Make no mistake - the digital art space is huge and we work with a number of companies who are either dealers or creators of digital art. These companies can deliver bespoke pieces, like a full waterfall running across your room or a piece of art. The NFT space has also driven the uptake of screens in the art sector.

Make the art discussion part of the overall concept sale, and then partner with one of the content providers and this will give you additional revenue. Sometimes the art can cost more than the whole system.

Where now for the installation TV sector?

Screens are getting bigger and I’m seeing a greater spend on quality and performance. Not just from the demographics we’ve normally dealt with. We’re seeing a new raft of clients hit the market.

I use my son as a prime example. He’s 30, grew up watching content on a laptop and listening to music on headphones, or poorquality Bluetooth speakers. As he gets older, he is now understanding the value of higher quality experiences, and as he now has disposable income he is starting to invest in better TVs and better audio systems. He is on what I call ‘the quality journey’.

It’s also a fact the wealthy are becoming younger (and it’s not just me getting older), there has never been as many millionaires under 30. So, start to nurture and advertise to this demographic, it may start small but you will end up with a client for life.

I still see the growth in display devices as larger, brighter screens. MicroLED is going to become the mainstream for high end projects both in media spaces and cinema installs, it has such a significant set of advantages.

Outdoor living spaces are going to become more prevalent and screens like Samsung’s The Terrace are driving the evolution of these spaces.

As for what comes next, as always expect incredible innovation from Samsung, in the short term you’ll see higher definition LED, larger TVs and better app integration. In the longer term? Well, watch this space, we will amaze you.