TK Living is a new brand that was created, in part, to reach out to consumers who have the perception that it is prohibitively expensive to do a custom theater because of the design fees, according to co-founder Theo Kalomirakis.
In addition, it makes available exceptional elements to those clients who have the desire and resources to create their own theaters.
“At one time, designers were intimidated about undertaking home theaters on their own,” Kalomirakis said. “It’s a specialty to make sure that the acoustics worked properly, etc. Everybody doing home theaters went to CEDIA, and CEDIA professionals referred them to companies that specialized in theaters. If the project was high-end, they called us.”
In the current economic climate designers think twice before inviting a third party to design a client’s theater, so they often try to do it themselves, creating competition for the CEDIA market, Kalomirakis says. “What’s disappointing is not that CEDIA and TK Theaters lose ground, but that designers don’t know much about the engineering aspects and how finishes may negatively impact the performance of the room. For example, they look for nice expensive fabrics to put in front of speakers, thereby hindering acoustics and negating the technology.”
Eventually, Kalomirakis says, designers will catch up. “But right now it’s a challenge. Consumers lose that edge that CEDIA brings to the table. We decided to create a line that appeals to designers, so designers will want to work with CEDIA, not exclude it.”