I spoke with my friend Ari Supran this week about his newest brand, TRUFIG, the flush-mounting system designed to integrate every-day devices and technologies, including power outlets, light switches, and keypads–seamlessly into a wall. Apparently, TRUFIG is already a big hit with the architect and designer community.
TRUFIG recently exhibited at the 9th annual Architectural Digest Home Design Show, a four-day event that drew more than 2,000 architects and designers to New York City.
Supran, who is CEO of Dana Innovations (the parent company of TRUFIG, Sonance, and iPort) told me that even though he’s often pressured by trade magazine publishers to advertise TRUFIG to the CEDIA channel, right now he’s focusing on the architect and design community, instead of preaching to the converted, so to speak.
The theory, Supran told me, was that these design community “specifiers” will, in turn, drive new business to the integration professional.
Putting their money where their mouth is, TRUFIG recently exhibited at the 9th annual Architectural Digest Home Design Show, a four-day event that drew more than 2,000 architects and designers to New York City.
Chet Flynn, principal of TRUFIG’s New England based rep firm New Resource noted that, “with one glance,” the A&D professionals he met clearly “got” what TRUFIG was all about.
“They appreciated the fact that we took the various industrial designs of in-wall electronics and consolidated them into one seamless, subtle ‘language’ that didn’t conflict with the shape, color, and texture of the environment they created,” Flynn said. “Many returned to the booth to show TRUFIG to their friends and colleagues. The consensus was “it’s about time!”
Robert Saglio of Robert Saglio A/V Design, a respected Rhode Island based company, who also attended the event said, “The key for success in the design arena is to learn the vocabulary and concerns of the community; then to craft an elegant solution. TRUFIG has translated wall intrusions into nearly invisible power outlets, switches, and control interfaces. The result is so simple, so elegant that everyone asks why no one has thought of it before’!”