Can it be built?
“The danger here is that it is simple to create beautiful features and details within a CGI, of which the purpose is to impress a client and to secure an order. But can it be built?”
Engaging with a client on design can be an incredibly rewarding process. Developing a clear brief, brainstorming and developing a concept for a space specific for a client’s needs is a process that requires skill, vision and experience. It relies on the designer’s connection to the project to produce the right scheme - but how much is too much?
In world dominated by glitzy, expertly produced CGI’s which are often indistinguishable from photos of real rooms, this elevates client’s expectations on what is achievable within the space - and especially so in a space with major technical requirements such as cinema and media rooms.
The danger here is that it is simple to create beautiful features and details within a CGI, of which the purpose is to impress a client and to secure an order. But can it be built? Moreso, can it be built to an un-snaggable standard that is fit for purpose within an audio environment?
Done correctly, these spaces require care, designing from the ground up with construction and suitability in mind. The final render should surely be a representation of the achievable, deliverable room complete with its constraints - not a fantasy image that will elevate client’s expectations above the achievable result.
‘‘Design isn’t about how amazing your renders are, it is about the skill and diligence in the background to ensure that your rooms speak for themselves.’’
This might sound as though I am suggesting that we should shy away from difficult to deliver designs or unique details. This is certainly not the case. In fact, I believe the opposite; in order for projects and designs to evolve, we need to push the boundaries and develop new ideas. But this must be done in the correct way, within the constraints of the materials selected and where the designer is confident that the proposal can be delivered accurately and correctly.
Does the ceiling run out 10mm and is not linear straight? Don’t highlight it with an LED. You will just get snagged and open a can of worms.
Is the client’s budget challenging? Select materials and details correctly so that you are achieving the most balanced impact in that room. Don’t blow the budget on a vanity detail.
And most importantly - do not sell a fantasy. It will only come back to haunt you.
It is also a case of knowing when less is more; when to approach with subtlety and class rather than go for maximum impact in a 4x5m space. A space containing 90m of colour changing LED lighting may look cool on a CGI, but it just feels odd when the cinema is placed next to a vintage wine cellar within a listed property. Consider the wider scheme and the flow of the house before drilling down on the specific rooms and your clients will thank you for it.
This is also true when it comes to detail and over-designing. A perfectly finished, clean, upholstered wall will carry more weight in the finished room than an angular, over-designed detail which is impossible to finish to the right standard.
‘‘A perfectly finished, clean, upholstered wall will carry more weight in the finished room than an angular, over-designed detail which is impossible to finish to the right standard.’’
I love that the industry is becoming much more interior design focused, it is the right way to sell and deliver better projects all round. It connects with clients, stimulates their imagination, and adds a visual accompaniment to the black boxes that are being sold and installed - and undoubtedly increases a client’s spend.
However, design isn’t about how amazing your renders are, it is about the skill and diligence in the background to ensure that your rooms speak for themselves. There are some excellent products available to assist in self-installation should the integrator prefer this route, and at Cinema Luxe, this is what we do from the ground up; design, construct and deliver complete rooms to an incredibly high standard so our AV partners can focus on their core specialism.
The message is simple: push the boundaries, reach for the stars, however do it with construction in mind and the quality of your finished rooms will reach a new level.
