This is Not My First Media-Room Rodeo
I have almost lost count of how many times over the years I’ve tried to break free from designing only full-blown home theaters. The challenge of trying to figure out what to do when there is no extra room in a house for a dedicated theater room has haunted me since the early 1990s. The question has always been the same: How do you hide the technology so it doesn’t distract from the enjoyment of the movie (or concert or sports event)?
Since people think of me as the designer of lavish home theaters and a staunch supporter of watching movies in a dedicated room, my name doesn’t immediately bring “media rooms” to mind. Even I forget that.
But this morning, I was reminded of how untrue that is as I searched through my computer trying to piece together my various—and mostly failed—attempts to come up with a media room concept that other designers haven’t already tackled successfully. I guess the common theme through all my previous attempts has been my effort to hide the technology. That may not have amounted to much, but it does show how determined I’ve been to come up with a more casual way to enjoy home entertainment when there isn’t the space—or lavish budget—for a theater.
Looking through the TK Theaters archives, I was reminded of not one, not two, but at least nine attempts to create a relevant media room design. I’ve arranged those efforts chronologically below. Each entry in this catalog of failures is followed by a brief explanation of why I think the effort didn’t work.
1992: Hammacher Schlemmer
The company that specializes in curio items asked me to design an armoire that would fit a huge Sony tube TV. No space was needed to hide speakers because, in those days, the sound came from the TV itself. What killed the idea was that I didn’t know how to produce the piece for less than $5,000 cost when the list price couldn’t be more than $2,500!
I designed a line of traditional-style media room armoires, meant to include electronics, for this manufacturer of luxury furniture. The collection was never produced because of a change in management and maybe because, as I soon learned, furniture retailers have a natural aversion to anything that incorporates technology.
1999: Connoisseur FX
Supported by Owens Corning, and with electronics by JBL, this collection of predesigned home theaters included furniture meant for sports bars. Lots of money, energy, and good ideas were waisted on that enterprise. Besides bad management, September 11th and the blow that tragedy dealt to the economy helped bring Connoisseur FX to an end.
I was asked to design a full-blown media room collection. The furniture was developed in China and included some very innovative accessories that incorporated technology. Prestige made a valiant effort to persuade retailers the time had come for furniture with electronics but it wasn’t able to raise enough money to get the venture off the ground.
2010: Disney Signature Collection
Here I was again designing media room furniture that included technology, this time for Disney. Once again, lots of time, effort, money, and marketing support was lavished to produce and introduce the collection to furniture retailers. And, once more, it didn’t work. Thanks to an inexperienced distributor, a still skeptical retail industry, and diminishing support from Disney, the plug was pulled from the collection two years later.
2012: TK Living
A group of industry friends and I created a sort-lived company that sold home theater accessories and templates directly to the AV industry. What didn’t work this time? In hindsight, the idea seems half-baked—selling home theater design accessories and leaving out the electronics is a recipe with half the ingredients missing.
After the cancellation of the Disney Collection, Disney-owned ESPN asked me to work with them to develop a sports-themed collection of media room furniture. The idea excited me, but before I got a chance to design the collection, ESPN had a change in management and terminated the effort.
This long trip down memory lane brings me to Rayva. After such a string of misses, what has changed that I again feel compelled to come up with a media room solution that incorporates technology? Besides the fact that I never give up when I believe in something, a lot has changed over the past few years—which I will talk about in my next post.
Theo Kalomirakis is widely considered the father of home theater, with scores of luxury theater
designs to his credit. He is an avid movie fan, with a collection of over 15,ooo discs. Theo is the
Executive Director of Rayva.