The custom installation industry is experiencing a renaissance, returning to its roots of design-focused integration. Technology is no longer an afterthought but a core component of a home’s aesthetic. This shift, heavily influenced by European design, is pushing integrators, designers and manufacturers to collaborate in new ways. In a Q&A recorded live at CEDIA Expo/CIX 2025, Josh Cooperman of Convo By Design sat down with Eric Nakkila of Selective Design to explore the evolution of custom integration.
A Return to Bespoke Integration
The custom installation sector has come full circle. After a period when off-the-shelf solutions gained popularity, the market is now seeing a renewed demand for truly custom integrated systems. Nakkila notes a significant return to the core principles of custom installation, where technology is seamlessly woven into the fabric of a home’s design. This movement mirrors the industry’s early days but with far more advanced and aesthetically pleasing technology.
The current focus is on creating smart homes where performance does not compromise style. High-end clients expect technology that works flawlessly and enhances their living spaces. This has opened the door for innovative products that merge high-fidelity performance with striking design — a space where companies like Selective Design operate by bringing unique European and Canadian products to the North American market.
European Design Influence and Blurring Lines
Much of the current design-forward momentum is inspired by European trends. In Europe, where spaces are often smaller and design is paramount, the integration of technology has long been treated with an artistic touch. This philosophy is now gaining significant traction in North America as well. The market is moving toward more durable, high-quality materials and solutions that are built to last and look visually appealing.
One of the most exciting areas of progress is the evolution of lighting. What began with simple LED strips has grown into a sophisticated field of architectural and artistic illumination. This trend applies to other technologies as well, with manufacturers designing products to serve dual functions. For instance, Architettura Sonora offers speakers sculpted from stone that also function as elegant light fixtures, blending sound and light into a single sculptural element. Similarly, products such as Waterfall Audio’s glass speakers demonstrate a commitment to acoustic performance without visual clutter, offering transparent designs that complement any interior.
The Modern Audio Experience: From Vinyl to Wireless
The evolution of home audio systems provides a clear picture of the industry’s journey. Systems have transformed from basic intercoms to sophisticated whole-home audio networks. The current trend leans toward minimalism, with a rise in invisible speakers that deliver immersive sound without a visible footprint. Consumers can now stream high-quality audio from any mobile device to any room in the house.
At the same time, a nostalgic trend has brought analog back into the spotlight. The resurgence of vinyl records has prompted a demand for high-quality turntables and playback equipment. Modern integration allows homeowners to enjoy the rich, warm sound of vinyl not just in one room but throughout the entire home, seamlessly blending the best of analog and digital audio experiences.
Bridging the Gap: Integrators and the Design Community
For this design-centric vision to become a reality, collaboration between technology integrators and the design community — including architects and interior designers — is essential. Historically, this relationship has sometimes been strained with a perceived lack of engagement from both sides. However, the tide is turning.
Nakkila contends that integrators are becoming more design-savvy, recognizing that successful projects require a deep understanding of aesthetics. Integrators are increasingly learning to communicate in the language of designers and present technology not as a technical component but as a design element.
The key to fostering this collaboration lies in providing the right tools. When designers and architects are supplied with sample kits featuring stone, metal and other finish options, they can see and feel how technology integrates with their overall vision. Presenting solutions that perfectly match a project’s finishes helps build trust and paves the way for more harmonious partnerships.
Navigating Business Realities: Tariffs and Pricing
Beyond design and technology, the industry faces significant business challenges including supply chain disruptions, currency fluctuations and tariffs. These factors can create uncertainty in project pricing and timelines. For distributors and manufacturers, navigating this landscape requires transparency and strategic planning.
A project-based approach to pricing has become a crucial strategy. By working with integrators to lock in prices for specific projects, companies can hedge against volatility in currency exchange rates and unexpected freight costs. This practice provides clients with clear, agreed-upon costs, eliminating surprises and fostering confidence. Building a buffer into pricing to account for these fluctuations is considered a necessary part of doing business in a global market. Open conversations about the real-world impact of tariffs and taxes are regarded as vital for maintaining healthy relationships between manufacturers, distributors and integrators.
The Next Frontier: A Truly Wireless Future?
Looking ahead, the industry is constantly pursuing the next technological leap. One of the most discussed hurdles is the creation of a completely wireless smart home. Although wireless data transfer exists, the need for a power source remains a significant limitation for most devices.
The concept of sending power wirelessly over a distance remains in its nascent stages. Although promising, the technology is not yet mature enough for widespread practical application in home integration. Until a breakthrough in wireless power transmission occurs, the “truly wireless” speaker or device will remain just out of reach.
For now, the industry is focused on making necessary wiring as discreet and integrated as possible, reinforcing the need for close collaboration between integrators and builders from the earliest stages of a project.
The custom installation industry is in a dynamic state of change. By embracing design, fostering collaboration and navigating economic challenges with transparency, the sector continues to redefine how technology is experienced in the most personal spaces.
Want to dive deeper into these insights? Listen to the full Q&A podcast for the complete conversation, recorded at CEDIA Expo/Commercial Integrator Expo 2025 in Denver with Eric Nakkila and Josh Cooperman.
