Integration Controls, a St. Louis-based technology integrator specializing in luxury residential automation, has launched Shop the Look, a digital planning experience designed to simplify one of the custom integration industry’s most persistent challenges: helping clients understand what’s possible — and what it costs — before the design process begins.
Rather than beginning every project with a blank slate, Shop the Look allows homeowners to explore curated levels of home technology from the comfort of their home, office, or while meeting with design/build professionals for a project. From foundational one-room technologies to fully bespoke, whole-home systems, homeowners and design/build partners can now visualize and budget for lighting scenes, audio/video systems, outdoor environments, and more. The interactive experience gives everyone a clearer understanding of available solutions, investment levels, and lifestyle outcomes before they ever schedule a consultation.
“Consumers today expect to research major purchases before they ever schedule a consultation,” says Jamie Briesemeister, co-founder and CEO of Integration Controls. “At the same time, it’s often a challenge for those unfamiliar with technology to visualize how it will look and function in their home, with their aesthetic and lifestyle in mind. We asked luxury designers and builders in the St. Louis area which interior styles were most common, and we designed a resource that matches different styles, whether it’s Mid-century or French modern. Shop the Look provides a consistent way to visualize personalized home technology solutions, bringing our clients’ concepts to life.”
While developed to improve Integration Controls’ own client experience, Shop the Look addresses a challenge familiar to integrators across the industry: translating complex technology systems into an experience clients can easily understand.
The platform organizes home technology into intuitive categories and tiers, allowing users to compare different levels of performance and see how systems such as lighting, audio/video, outdoor environments, and more can look in a variety of home styles. By establishing a common vocabulary — perhaps even before the first consultation — the tool helps reduce uncertainty, establish realistic expectations, and create more productive conversations between clients and project teams.
The launch coincides with the grand opening of Integration Controls’ new Technology Design Center, located at 10164 Watson Rd in Sunset Hills, Missouri, where attendees will not only have access to Shop the Look digitally, but also through an interactive in-person experience.
On Friday, October 2, 2026, from 4:00 to 7:00 PM, a private VIP preview will host design/build partners, realtors, and other business connections to explore the design center and ‘Shop the Look’ in person. That will be followed by a community-wide open house on Saturday, October 3, 2026, for the Sunset Hills and surrounding communities to visit for a tour, light bites, and family-friendly activities. Visitors will see how the digital planning experience connects directly to fully integrated living spaces, allowing concepts explored online to be experienced in person, and vice versa.
“We built Shop the Look to solve a challenge within our own business,” Briesemeister says. “The preliminary response we’ve received from our manufacturer partners and other integrators suggests this isn’t just our challenge — it’s an industry challenge. For over 20 years, we have led with ‘experience-first’ and now, we have the ability to help our clients visualize what that means earlier in the process. It’s an opportunity to rethink how clients are introduced to technology, ultimately making the buying experience better for everyone.”
Shop the Look is available now at integrationcontrols.com. To RSVP or learn more about the event, click here.
