Bridging the gap
Architect Reema Bhandari advocates for a unified approach to delivering bespoke integrated solutions
The AV Today team had the opportunity to catchup with Reema Bhandari, Director at M Moser Associates, a prominent global firm in interior design and architecture. In our conversation, she offered valuable insights into the latest advancements in the AV industry.
One of the first things that strikes you when you meet Reema is her infectious enthusiasm and passion for innovative workplace design. A widely respected visionary with over 15 years of extensive experience in the design and construction industry, Reema is committed to creating spaces that are not only functional but also inspiring and enriching. “Integrated Solutions” stands out as the resounding theme in our conversation, as Reema shares insights on the AV industry and the potential for a deeper, more meaningful collaboration in creating bespoke AV solutions and an integrated experience for clients.
AV is core to a holistic experience
At the outset, Reema shares how AV is often brought in at the last stage of the project, which leads to last-minute challenges and disruptions. “That’s when it became clear that introducing AV as a last-minute addition was disruptive. Since AV is essential to a complete experience, we decided to integrate AV services in-house. We communicate to our clients that AV is a fundamental part of our service, ensuring a comprehensive, endto-end solution.”
“Many of our clients may not be fully familiar with the intricacies of AV technology. They often rely on their global stakeholders to navigate these complexities, and there is an opportunity for us to help bridge this gap by providing tailored AV solutions that meet their specific needs,” she says.
Involving AV at the start is key
From her first-hand experience, Reema emphasizes that involving AV designers earlier in the process can lead to significant improvements and integration. “Traditionally, AV design should be introduced only after the architectural layout plan gets finalized and this is not an integrated approach. AV cannot function in isolation. AV needs to be integrated into the overall project, considering functionality, experience, and client requirements.”
“When I speak to people in the AV industry, unfortunately, most of them say they come in after the structures are in place, and at that point, it’s too late to change any structures. The challenge is to deliver a better experience within a limited scope, and that’s where the struggle lies,” says Reema. However, this is slowly changing, she explains. “Architects are also realizing that AV has to be incorporated well in advance in the initial stages of the project.” AV procurement also happens late in the process, leading to integration challenges and “AV the last package to be done,” she says.
When asked about the ideal approach to AV, Reema emphasizes the crucial role of working with an AV design consultant in the early stages of a project. “Consultants provide unbiased solutions focused on pushing the boundaries rather than just selling a specific product. It’s also easier for us to get them on board than an SI directly when we win a project. In contrast, SIs may be fixated on certain brands and products, which can limit the overall integrity of the project,” she adds.
Bespoke AV is the future
“User intuitiveness is one aspect, but the unique experience you build around it with bespoke AV solutions is going to be a future trend we are seeing happen right now,” notes Reema.
“This is a huge advantage and an opportunity for integration between AV designers and us, which needs to happen at the initial stages of the contract. AV design needs to come with us when we pitch to the client and when we win, not when the design is done, which is traditionally how it happens,” explains Reema. She also points out that bespoke solutions require more intricate integration and infrastructure, which involves nurturing solutions with the SI. “We have mock-ups, workshops, and meetings to ensure everything fits together, but there seems to be a lack of enthusiasm for collaboration between AV and others in the industry; maybe it is because AV has been running independently all these years, but things need to change when we talk about integrated solutions,” she says.
An integrated solution approach = a win-win for everyone
Reema emphasizes that every client looks for integrated solutions today, and this is a major trend. “To achieve this, we also need integrated partners. Without that level of maturity and understanding, the impact is lost. It’s a triangle. If the client asks for integrated solutions, everybody should be able to come together to make it happen. It’s not about the money, the cost, or the order; it’s about the solution. So, it can’t be siloed. When we take this approach, we achieve higher bottom lines for all the partners involved,” she says
She explains that collaborating with AV partners presents its own set of challenges, often involving considerable back-and-forth communication. “It has taken time, but in the last four to five years, the result has been something that the customers have been very happy with, and ultimately, it’s been a win-win for everyone.” She elaborates that the process is still unfamiliar to many, as working closely with architects or design teams is not generally the norm, even for AV vendors who are used to simply receiving a bill of quantities (BOQ) and following it. “Creating solutions together is about working through how bespoke it can be.”
Reema also points out that our industries share the same purpose – serving our customers. Instead of working separately, we should collaborate to deliver the best results,” says Reema. Citing that the AV industry could be more organized, she also finds it puzzling that the AV field operates so independently when other areas, like IT, MEP, etc., integrate more seamlessly. “We need to come together and change this approach, encouraging collaboration between designers and AV SIs from the beginning of projects for integrated solutions,” she adds.
Co-creating unique experiences
Reema explains that technology plays a big part in creating and elevating the experience for clients and end-users. “To build comprehensive solutions, we all must come together and co-create these solutions from the start. It all starts with the experience we want to build. We work with our AV consultants as partners, asking them how they can help integrate the right AV solutions to create a bespoke, meaningful experience. They then push the boundaries and show us how to deliver something that hasn’t been done before, as many clients ask for unique, groundbreaking, never-before-seen experiences.”
“We’ve seen marvelous results when we have a shared vision and equal interest from the customer in creating something unique. It’s a combination of consultants bringing new ideas to the table, challenging them to think creatively, and learning from past experiences,” she says.
She emphasizes that customer buy-in is also crucial. “Do they have an appetite for a revolutionary idea and the associated cost and delivery time? When there is enthusiasm and buy-in from both sides, the magic happens.”
Shifts after the COVID-19 pandemic
Reema emphasizes the necessity of AV solutions in the hybrid work environment, especially post COVID-19. “The concept of hybrid cannot exist without technology. Technology can improve the hybrid environment and the agility the client is looking for. So, it’s crucial to use technology sensibly to boost productivity and enhance the hybrid approach in our layouts from a functional perspective. It’s also essential that remote workers have a positive experience similar to being in the office with the help of AV technology,” she says.
“We’re also witnessing a change in the way we view workspaces. Before, offices were considered essential, but now many question the need to go to the office. So, how do we make the office a magnet that attracts people to the office in a hybrid world? What is the space requirement for an office in this evolving scenario?” she says. Reema also points out that the focus is shifting towards creating smaller, high-quality office spaces accommodating remote and hybrid work. This shift prioritizes enhancing the experience for smaller workspaces and using real estate more efficiently.
“Additionally, given the focus on sustainability and conscious spending, companies establishing their first offices in India require flexibility to accommodate both contraction and expansion. If they need 100% of the seats, they will initially aim to fill 60% and expand as needed. How can technology and AV enable a consistent office experience while allowing scalability? We need to solve this problem for our clients,” she adds.
In conclusion, Reema emphasizes, “We would like to invite consultants and AV consultants and SIs to work with us from the initial phases of the projects to collaborate and co-create integrated solutions together. We know that the AV industry has its own setups, discussions, and specifics, just like we do in the design industry. However, the design of workplaces and AV overlap, and this integration needs to happen cohesively with interest levels both ways. The strengths of both parties need to marry and support each other on this journey.”
