As the director of Barco Residential, my friend Tim Sinnaeve and I share a passion for private cinema and luxury experiences. Tim often says, “People don’t want to buy a projector from me, they want to acquire what happens as a result of owning that projector.” However, the question remains, how many truly understand the luxury private cinema experience? For those of us in the industry, it is important to ask ourselves if we truly understand and can effectively share that experience with our audience. We must also consider if our clientele truly understands the advantages and benefits a luxury private cinema can offer. Without that awareness, it can be a difficult sale.
In my January 2022 Residential Systems column, “Luxury Redux,” I discussed the ambiguity of the term luxury and how pop luxury products and services do not align with the objective of setting a high value on what we can provide for our clientele. True luxury clients seek superior functionality, experience, and personal significance. Our industry must understand and align with these values to serve the true luxury clientele effectively. Additionally, the “good, better, best” strategy is ineffective in helping a client discover what is possible and instead focuses on price. We must also approach budget discussions honestly and understand that the variables and potential range are too great for any ballpark figure to be accurate.
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