At the CEDIA Expo/Commercial Integrator Expo 2025 in Denver, Ruslan Polinovsky, senior director of marketing at DMF Lighting, shared insights into the evolving role of lighting in design and integration. In a conversation with Josh Cooperman, host and publisher of Convo by Design, Polinovsky explored how DMF Lighting is bridging the gap between technical innovation and practical application, making advanced lighting solutions accessible to designers, integrators and homeowners alike.
Watch the complete video Q&A below:
Educating the Trade: Bridging Knowledge Gaps
Polinovsky emphasized the importance of education within the design and trade communities. While some designers possess deep expertise in lighting, others still view it as a secondary consideration, akin to drywall. DMF Lighting focuses on engaging with those eager to learn, helping them understand how lighting can elevate their vision.
“Designers are starting to realize that their vision isn’t complete unless the lighting is done well,” Polinovsky explained. By providing resources and fostering collaboration, DMF Lighting aims to empower designers to integrate lighting seamlessly into their projects.
Innovation in Lighting: PhaseX and the Power of Retrofit
One of the standout innovations discussed was DMF Lighting’s PhaseX technology, which enables DMX over Romex wiring. This solution allows for individual fixture control and tunable white light, offering a transformative lighting experience without requiring extensive renovations.
Polinovsky highlighted the practical benefits: “You can retrofit existing cans without tearing out ceilings. Most of the work happens in the utility closet and ceilings, delivering transformational results.”
For homeowners and designers unfamiliar with the technical jargon, Polinovsky simplified the concept: “It allows you to adjust every light in your fixture, change the warmth or coolness, and make everything in the room look better — including you.”
The Showroom Experience: Seeing is Believing
Polinovsky stressed the importance of experiencing good lighting firsthand. Many DMF Lighting dealers are now incorporating lighting showrooms into their spaces, similar to sound rooms, to demonstrate the impact of quality lighting.
“Once people see the difference between good and bad lighting, it clicks — they get it and can’t forget it,” Polinovsky said. These showrooms provide an opportunity for designers and integrators to collaborate, ensuring projects run smoothly and deliver exceptional results.
Collaboration is Key
Polinovsky underscored the value of early collaboration between designers and integrators. “The projects that go the smoothest are when designers and integrators work together from the start, before budgets are set. Everyone wins in that scenario,” he noted.
Looking Ahead
As lighting technology continues to evolve, DMF Lighting is committed to driving innovation and fostering partnerships across the design and integration communities. With solutions like PhaseX and a growing network of showrooms, the company is making advanced lighting more accessible and impactful than ever.
For more information on DMF Lighting and to find a showroom near you, visit their website dmflighting.com.
