Following the new millennium adage, "The best way to predict the future, is to invent it," industry veteran, John Caldwell has launched Grace Motif, LLC, a new Scottsdale Arizona based company dedicated to marketing and distributing "luxury class technology" for dealers with design-centric clients in the residential, commercial and hospitality markets.

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Conveniently located adjacent to the designer showroom-intensive, Scottsdale Airpark, Grace Motif will initially focus on exclusive North American distribution of the AV product lines that Caldwell has helped to champion over the last nine years. Namely, Artcoustic loudspeakers from Denmark, Cineversum projectors from France and Image Screens from Germany. Additional brands in emerging categories as 4K video, ergonomics, lighting, system control and interface software, will be added to Grace Motif's offerings in the near future.

In addition to its 20,000 square foot warehouse, Grace Motif dealers will benefit from the company's demonstration and training facilities along with and engineering support services such as, riser design/viewing angle/sightline studies, screen Foot-Lambert and acoustical response and EQ modeling.

Luxury used to be defined as the accumulation of designer clothes, expensive jewelry and fancy cars. For some, it still does. But for a growing group of consumers, the new luxury is beyond a consumable. It's something seriously different. It's about owning top technology-based products and enjoying the "experience" they can deliver. Consider the four brands most admired by Americans with six-digit incomes in a recent survey by the marketing specialist Affluence Collaborative were Apple, Microsoft, Best Buy, and Sony.

"We define 'luxury' not as a price point, a status symbol automobile, or a large gem stone," asserts Caldwell. "Rather it's the creation of uncompromising experiences that only our products and services can deliver. We welcome serving dealers who seek to elevate and differentiate their business though offering excellence in both product, and the experience they will deliver."

Additional Resources
• Read more industry trade news from HomeTheaterReview.com.
• See similar stories in our AV Dealers & Installers News section.