Feature: AV and ID collide

• Features

• 21/08/2024

At first glance, AV and interior design might seem like distinct fields. AV integrators are experts in installing and managing complex technology systems, while interior designers focus on aesthetics, space planning, and creating environments that visually reflect the end user’s style and needs.

But in the modern workplace, functionality and aesthetics go hand in hand. Employees not only want better technology to boost their productivity; they also want to work in spaces that look and feel good.

Prabha Lakshmi, CEO of Office 2000, attests to this rising trend in the workplace: “Interior design elements and technology are closely interlinked. The convergence of AV and IT has significantly reduced the number of devices needed to build an effective AV infrastructure. As a result, the need for dedicated rack spaces for AV equipment has reduced. Nowadays, much of the AV equipment in meeting spaces can be integrated into tables or hidden behind displays. This shift has led to changes in furniture design for AV devices, making them more compact and modern while ensuring that cables remain inconspicuous.”

Prashant Govindan, director of Generation AV in India, adds: “In the AV world, aesthetics was traditionally overshadowed by functionality. However, more clients are starting to demand technology that is ‘invisible’. As manufacturer representatives, we are often asked to provide more aesthetic or unobtrusive solutions that seamlessly blend with the look and feel of a space. We are also seeing interior designers and architects becoming more attuned to the AV elements within a space.”

This trend has led AV manufacturers to consider product aesthetics during the development phase. Prashant shares the thought process that is driving this change: “Typically, when most companies choose to undergo renovation, they’ll move into existing offices which doesn’t leave much scope for redesigning the space. Speakers are either retrofitted into existing spaces or standard loudspeaker solutions are used, which are typically black and boxy. In the past, a video conferencing room was separate from a voice conferencing room; now, multi-purpose rooms have become the norm.”

He elaborates further: “Unified communication has come into fashion, so the ability to conduct meetings from wherever you are is driving clients to demand more aesthetic solutions. After all, nobody wants an unsightly workspace. Advancements in innovation have now allowed us to incorporate AV technology, such as speakers, into the architecture of a space itself — making them ‘invisible’ solutions.”

Despite the consensus that modern workspaces need to look and feel premium, it is frequently argued that technology and aesthetics are still at odds. This is because during the initial stages of a project, interior designers first collaborate with architects to lay the groundwork of a space. Integrators typically only step in after the foundational work has been done and thus have to work with whatever space has been given to them. This often leads to friction, as the late integration of AV systems forces integrators to work within the confines of a pre-established aesthetic vision, potentially undermining the effectiveness and functionality of the technology.

Interior design as an added service
Should AV integrators solve these challenges by offering interior design solutions as an added service? After all, clients increasingly prefer one-stop solutions where a single provider handles both the technical and aesthetic aspects of a project. While certainly not the norm yet, some AV integrators have already begun to dip their toes into the world of AV and interior design convergence.

Enter Loud and Clear, an Indian-based systems integrator that specialises in offering bespoke solutions overseeing both AV and interior design work. Karan Gandhi, managing director of Loud and Clear, gives his take: “The biggest merit to offering interior design solutions is that doing so would eliminate the conflict between interior designers and AV integrators. For example, we were once in conflict with an interior design firm because we had wanted to install an absorption panel in a certain spot, while the interior designer opted for a stone-clad wall in the same location — which is completely against the principles of acoustics.”

Prabha echoes similar sentiments: “As an AV systems integrator, we have encountered numerous challenges with the placement of displays and audio systems, as well as aligning installations to match room acoustics while also managing meeting spaces effectively. By incorporating the right furniture into a room, we can ensure optimal sightliness, audio intelligibility, and create better experiences for our clients.”

For most AV integrators, the common workflow involves creating drawings and awaiting feedback from architects and interior designers — a process that can span weeks. Adjustments are often also necessary due to logistical and architectural constraints, which can cause further delays from the time of ideation to on-site execution.

It seems then that offering interior design solutions alongside AV would benefit both the end user and the integrator. Having a single point of contact ensures that there are no communication gaps, as every aspect of the space — both technically and aesthetically — can be managed from a holistic provider.

Karan extrapolates: “What works for us is that we have complete control over all our projects. As such, we can tailor solutions precisely to our client’s needs. This boils down to factors such as colour selection. In a home theatre, for instance, bright colours are a no-go as they reflect light, hence our preference for darker hues like black, grey, and navy blue. If we were to work with an interior designer separately, this scenario may sometimes cause a conflict as they may opt for colours that reflect light off display screens — washing out the display content and making the viewing experience less pleasant. Having control over the aesthetic aspects of projects allows us to steer away from unnecessary conflicts.”

Challenging for AV
However, stepping into the world of interior design will not be an easy feat for AV businesses due to the steep learning curve and specialised knowledge required.

One of the significant challenges that Loud and Clear faces is managing contractors on site, particularly those engaged in interior design work. Karan elaborates: “While we’re accustomed to working with AV specialists, dealing with civil contractors, carpenters, and even plumbers presents a different set of challenges. You have to speak their language, and AV specialists are typically not able to. This creates a gap in capabilities.”

Moreover, interior design is often regarded as a profession that requires creative intuition and an intricate understanding of spatial dynamics, colour theory, material usage, and other core competencies that AV integrators may not possess. Prabha states: “Interior design is a right-brain activity. Unless AV businesses partner and collaborate with qualified interior designers or architects, it would be prudent for integrators to restrict their ventures to solely technology furniture.”

Thus, Prabha deems that a more realistic approach for AV integrators who are looking to jump into the field of interior design would be to first find a niche within the field, such as solely offering high-tech furniture that suits the needs of the modern workspace — an approach that Office 2000 Solutions has embarked on. High-tech furniture ranges from ergonomic chairs to smart desks with charging ports embedded within.

Prashant provides a similar perspective: “The function of a system integrator is to design and install a solution in a given space. Generally speaking, integrators don’t have much influence on the way a space looks. However, some of the big players in India’s AV integration scene are starting to open divisions within their companies that offer office furniture to provide unified solutions to their clients.”

For such a venture to be successful though, Prabha believes that integrators will have to make connections with leading furniture manufacturers to see meaningful partnerships together. As the Indian market continues to soar and enterprise solutions across different industries boom, Karan provides a reassuring insight: “It’s not difficult to connect with furniture suppliers, manufacturers or importers because there are tons of options in India. However, I’d recommend making sure that before these connections are made, AV businesses should have a team that is fully equipped and ready to pick up interior design projects. This means having contractors, designers, and integrators on board.”

The first steps to take
If AV integrators decide to enter the world of interior design, where should they begin? According to Prabha, the best approach for AV businesses who are looking to diversify their offerings would be to collaborate and initiate partnerships with interior design and architecture firms.

Prashant agrees: “In my view, AV integrators should collaborate with interior designers and architects early into the start of a project to prevent AV from being a mere afterthought. At Generation AV, we serve as representatives for leading manufacturers in India and APAC. As such, we work with key players at each stage — from interior designers, lighting professionals, AV consultants, and MEP consultants. This allows us to have an overall view of the project and offer constructive solutions early on.”

In this vein, Karan shares how Loud and Clear navigated partnerships in the beginning of the company’s venture into interior design: “When we first started taking on turnkey projects, we collaborated with an interior design firm to provide design concepts and obtain material supply for our clients. The interior design firm would create the initial set of drawings, including 3D renderings, to give us an idea of the room’s look and feel based on our criteria and guidelines.”

He continues: “Once the design phase was complete, we included site visits as part of the contract with the interior design firm. While the interior designers played a backend role in the project, our team handled all the technical work and maintained client-facing interactions.”

This then begs the question: should AV businesses hire an in-house interior designer, or would collaborating with interior design firms be enough? Karan debates: “It depends on the project. You can either have an interior designer permanently on your team or collaborate with different designers on a project-by-project basis. Interior designers often specialise in different areas — commercial, residential, institutional, and so on. For instance, we worked with an institutional design specialist for an auditorium and are collaborating with a residential expert for twin bungalows with home theatres. This flexibility allows you to choose the best specialist for each project, ensuring the design meets the specific needs and standards required.”

Moreover, offering interior design services may be a profitable move for AV businesses. By expanding their scope of work, integrators can offer a more comprehensive package thus increasing their revenue streams. The ability to manage both the technical and aesthetic aspects of a project allows integrators to justify higher fees and deliver greater value to their clients.

However, Karan cautions against jumping into interior design without sufficient experience of AV to begin with. He concludes: “You can’t expect to make a quick buck from interior design without having at least eight to ten years of experience in AV. It’s also important to build good relationships with your clients. Eventually, you will make more money once you deliver better quality work, and your clients will trust you if you decide to expand your scope of work.”