OUTinBox
TV Cabinets - Market Research
OUTinDesign LLC creators of living places and dynamic spaces
OUTinBox TV Cabinets - Market Research
OUTinDesign LLC creators of living places and dynamic spaces 2
Table of Contents
OUTinDesign who we are 6 our aim 7
Overview mission 10 vision 11 project descriptions 11 objective 12 strategy 13
Market precedents 16-17 market 18 existing products 19 customer 19 geography 19
OUTinBox features 22-23 units 24-25 target 26 pricing 26 phases 27 implementation 27
Conclusion next steps 30 bio 31 3
OUTinDesign
OUTinDesign LLC creators of living places and dynamic spaces 4
5
who we are
OUTinDesign is a holistic design firm that specializes in residential design-build, renovation and remodeling. We take clients on a design journey towards realizing their vision for livable and and beautiful spaces in which to live, play, eat, and rest. Our expertise ranges from project planning to interior design to comprehensive reconstructions.
Beach and Bay House
OUTinDesign LLC creators of living places and dynamic spaces 6
Ultimate Beach House
Modern Eclectic
OUTinDesign our aim
OUTinDesign operates in the realm of well-being. We use sustainable materials and make our home goods in America with an esthetic that transcends borders and cultures. We are taking our philosophy, mixing it with our design esthetic to create something exceptional out of something banal that has come to dominate small spaces, often being the focal point of a space. We aim to give back design to the beholder by providing objects of beauty that conceal TV’s in clever, original and elegant fashion, with a style-focused eye for the exceptional. TVs need not detract from a beautiful mantle piece nor dominate a room as largest item in it. They can be complementary or even a main feature of the overall home mis-en-scene of the designer or dweller. We are producing two lines of cabinets – a coastal and an urban line to satisfy the needs and wants of those individuals underserved by the current offering.
7
o v e r v i e w
OUTinDesign LLC creators of living places and dynamic spaces 8
xxx
9
mission
Mission - Design unobtrusive TV cabinets for those underserved by current market.
wall
standing
console
OUTinDesign LLC creators of living places and dynamic spaces 10
overview vision
At OUTinDesign, we believe the market is ripe for objects of beauty, cohesive and complementary to a chosen design concept, that can be focal points in a room. We plan offer the market designworthy and technically superior, functional TV cabinets that are suitable for small spaces.
project description Our lines of fully customizable wall, mobile and standing cabinets hold TVs ranging in size from 16 to 60 inches. We offer two lines Coastal Line ©- Our current nautical line is fabricated of rustic reclaimed wood. We will add styles made from reclaimed drift-wood and fine wood veneers of the following varieties: birch, maple, oak and mango. • Wall Units • Standing Cabinets • Mobile Trunks
High Line ©- The urban line takes its inspiration from nature and uses organic materials as coatings and skins to cabinets that are wall-hung, freestanding and mobile. • a mobile unit to house the new smart TVs that operate 100% wirelessly in three styles • coffee table • ottoman pouf • vintage steamer trunk • wall cabinet
11
objective
Fill a market need for hidden TV cabinets for a specific market segment leveraging space-optimizing Smart TV technology to capture current market of individuals who are unsatisfied with current cabinet options due to their lack of beauty, fashion, and adaptability to urban small-space dwelling.
OUTinDesign LLC creators of living places and dynamic spaces 12
overview strategy
We will partner with a established American craftsman cabinetmaker to create sustainable wood boxes that are fine wood veneered, sheathed in skins or covered with finishes that are VOC-free and kind to the environment. These boxes will be adapted into several styles, a mobile unit, wall-hung versions and several floor styles – consoles and standing cabinets. All will be marketed to the B-to-B sector of furniture makers and Designers through markets such as High Point Furniture market, Maison et Objets, Minami and London Design Week. We will also exhibit them at designer events and showrooms. They will be targeted to high-end designers and sold to the trade and consumer.
13
m
OUTinDesign LLC creators of living places and dynamic spaces 14
a
r
k
e
t
xxx
15
precedents OUTinDesign currently has a Coastal line of bespoke TV cabinets that are made of reclaimed materials. They are either wall hung or wall units. The last spanned a wall and was a combined mini-bar and TV cabinet. Cabinets are made for clients within the context of design jobs.
coastal wall mount - closed
coastal wall mount - open
coastal mini-bar - closed
coastal mini-bar - open
OUTinDesign LLC creators of living places and dynamic spaces 16
m a r k e t
coastal wall mount - closed
coastal wall mount - open
coastal wall mount - closed
coastal wall mount - open
coastal wall mount - closed
coastal wall mount - open
17
market Most existing TV cabinetry is for exposed TVs. Unsightly wires are exposed when not in a cabinet. Majority of homes have more than one TV. Majority of multi-TV homes are outside of cities.
OUTinDesign LLC creators of living places and dynamic spaces 18
m a r k e t
existing product
Current upscale market offers large cabinetry that is made of fine woods. Hidden TV cabinets have either swing, fold-back pocket, accordion, or lateral side opening doors. Wall-units can be flanked by bookcases with a central place for the TV. Doors slide back laterally on opposite sides to expose the TV in the central cavity of the closet. Wall hung units are primarily dark wood with standard hardware.
customer Upper Income, Family
geography Secondary city, Suburb, Central, Coastal mid and south
19
O U T i n B o x
OUTinDesign LLC creators of living places and dynamic spaces 20
xxx
21
features
Cabinet type wall mounted, free standing, mobile trunk style. Waterproof / weatherproof. Hardwood material. walnut
faux shagreen
Coverings + Veneers Waterproof / weatherproof. Hardwood material. resin, aluminum, caning Danish cord, fur, warm metals & colors, geometric patterns, black walnut. Design trends: grit-apocalyptic-futuristic, glamour and excess. Finishes Oxidized copper, Bronze, Brushed Steel, Concrete, Terracotta, Ochre Skins: faux shagreen, snake, resin, aluminum, caning Danish cord, warm metals & colors, geometric patterns, black walnut.
faux crocodile metallic coating
copper metallic coating
chord
fabric veneer
OUTinDesign LLC creators of living places and dynamic spaces 22
Basic box in two sizes Small – 32x 22.5x16-Center lift unit houses and lifts two pieces of electronics (including wire management) with depths of 16”. Large - TV lift cabinet or mobile coffee table/trunk dimensions: 48-1/2”W x 20-1/2”D x 39-1/2”H for Accommodates TV’s as large as 46” wide (maximum TV dimensions without the TV Stand: 43-1/2” x 5” x 27”) Adaptibility to Trends The boxes adapt to design trends and can easily be updated as the fashion changes. Certain models will be determined as timeless in both lines. 2016 trends are defined as having the following attributes: gritapocalyptic-futuristic, glamour and excess.
OUTinBox
23
units Wall
OUTinDesign LLC creators of living places and dynamic spaces 24
OUTinBox
Standing
25
units Console
OUTinDesign LLC creators of living places and dynamic spaces 26
OUTinBox target
pricing Small upscale urban dwellers New York San Francisco Boston Seattle Chicago London Amsterdam Paris
phases Phases One • November - December • Complete pitch documentation • Market study • Presentation to prospective Customers to establish interest and pricing • Prototyping drawings
Starting at 3,500
implementation • November 2014 start • Prototype Delivery Highpoint April 2015 • Launch London Design Week September 2015
Phase Two January – March • Sign Agreement with partners • Prototype production of five models April • Trade exposure May-July • Market to trade August-September • Limited series production
27
C o n c l u s i o n
OUTinDesign LLC creators of living places and dynamic spaces 28
xxx
29
next steps
1. Sketches, renderings and CAD drawings 2. Establish terms for partnerships with manufacturers and providers of lift mechanism 3. Follow up with cabinet makers and furniture manufactures from High Point to select a partner 4. Create prototype
OUTinDesign LLC creators of living places and dynamic spaces 30
conclusion bios
Formerly a marketing-communications executive in Paris,
Alexandria-native, Caroline Lechaux, returned to the United States in 2005 and founded OUTinDesign, LLC, a holistic residential design and renovation firm.She creates value through planning residential and commercial projects. Her team of architects and designers produce cohesive out-in designed homes. OUTinDesign designs commercial spaces and is currently working on an apartment project, a restaurant concept and a spa development project. Caroline’s renovation and design projects are scattered up and down the East Coast from Maine to the Shenandoah Valley of Virginia and across the Atlantic to France where most of her work has been in Provence and Paris. Prior to designing, Caroline worked in management at blue-chip companies such as Disney Theme Parks and Resorts, Conde-Nast, Remy-Cointreau, and Coty, in France and the United States. Her passion and pastime has always been design and renovation. While in France, she restored, renovated, designed, and decorated numerous properties. Since returning, she has specialized in design-build, renovation and restoration. Her focus has been vacation homes. Her work includes development of a Vinotherapy spa project in Provence, spearheading a downtown revitalization through a design rehaul of the town of Beach Haven, New Jersey and numerous residential projects including a seaside Victorian, a farmhouse, several beach houses, a 17th century apartment in Paris, and a remodel of an Alexandria, Virginia Town House. Caroline’s expertise and talent include analysis of a client and the essence of a property, appropriate planning, interior design, space re-configuration, job-site management, decoration, furniture creations, and original material, salvage and antique sourcing. Caroline holds a Certificate of Design Discovery (Architecture) from Harvard University in Cambridge, Massachusetts, a Master’s in Business Administration from the Institut d’Administration des Entreprises (IAE) in Aix-en-Provence, France, and a Bachelor of Arts Degree (Major, History and French Literature) from the University of Virginia in Charlottesville, Virginia.
31
OUTinDesign LLC www.outindesign.com