What is âTechorating?â?
Today at the E4 AV Tour at Chicagoâs Congress Plaza hotel Jonathan Brawn of Brawn Consulting answered that question. In the process he pushed integrators, consultants, resellers, and end users to expand their thinking about the role of AVâand the applicable budgets that can be drawn on to fund it. The class will be repeated at the E4 AV Tour in NYC on Oct. 27th.
âThis is a new way of thinking about the use of AV as art and decoration as well as–or even instead of–information and communication,â? Brawn says.
Primo example: the Cosmopolitan Hotel in Las Vegas, where AV in an integral part of the dĂŠcor and style of the space. âIn some cases, it has no purpose other than art,â? Brawn explains in a detailed case study of how this came to be possible, both technically and in terms of end user buy in. The Cosmopolitan has bought all the way in–commissioning video artists such as Leo Villareal and hosting loaned works from the likes of Yoko Ono and TJ Wilcox. The hotel designers made media art a central concept and backed it up with the gear to drive the point home, both in the public spaces and in the rooms.
âThe look and ambiance of this space would not have been possible five years ago,â? Brawn continues. âBut now a flatpanel display is inexpensive enough, comes in enough sizes and aesthetics to change the game. It can carry motion, animation, and you can switch it.â?
Brawn also cites Christieâs MicoTilesâwhich have opened up creative options for designing a space dynamically to change depending on event, time of day, season, etc. âTrends in lighting are going this way as well,â? Brawn said. âLEDs have helped quite a bit with this and weâre seeing indirect lighting that can be color controlled as in âTomorrow Iâm thinking purpleâ.â?
Technology provides a way to draw people in and feel more entertained and dynamically engaged, Brawn explains. From there the opportunity to communicate also expands. âBy integrating technology in a pervasive way into the space, you have a larger canvas and the opportunity to make more parts of it interactive in a more appealing way.â?
This approach also changes the decision-making chain and potentially the financing of AV budgets. âPeople are spending money on decorating anyway, especially in a public spaceâthink about how carefully furnished hospitality and retails spaces, itâs part of the branding and marketing.â? Interior designers are starting to understand how to paint with light, or warping with projectors, and building those ideas into their designs and budgets.
âWeâve got to get a lot more comfortable working with architects and designers. Weâre often an afterthought.â? How to change that? Start bringing your technology to the table with these types of concepts identifiedâdonât just talk tech, talk about design, image, user experience. Build a strong presence in the architectural community, seek out interior designer partnerships, in order to get early access to business. âWe want to get AV people comfortable with these concepts, because the future opportunity could be a simple as ending up in an elevator with the interior designer and not being tongue-tied. We canât afford to be ignorant about this.â?
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