Story :  Renford Davies   
Images : courtesy of Lutron
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Located on the second floor of Thailand’s premium shopping center, Siam Paragon, Laser Definition is Thailand’s leading custom electronics and home theatre designer. With more than 20 years experience it has an impressive record installing tailor made residential electronic networks for homeowners, both in Bangkok and throughout the kingdom of Thailand.

20 Years of Business

“We have four main systems,” says Chalailak Chatikavanij, the company’s General Manager. “These are integrated to create a unique audio/video and lighting system catering for each individual home.”

The four systems include home theatre, multi-room audio and video distribution, a lighting control system provided by Laser Definition’s US partner Lutron, and an automated central control system that integrates the technologies into one seamless package.

“Since we began in 1988, we have steadily built up a reputation as Thailand’s leader in this field,” says Chalailak. “When we first started out the market was very small but with more Thais traveling abroad and seeing for themselves what can be achieved in the home our systems have become more and more popular.”

High Standard of Service

Chalailak believes that a key component of Laser Definition’s success has been its high standard of service and its ability to transform the dreams and wishes of its customers into reality.

“We begin by listening to and consulting with our customers to identify the best room or rooms in the house and then we sit down with them to determine the components and create a customized system that is compatible with their needs”.

However, Laser Definition’s expertise doesn’t just stop at integrating their systems into existing properties. The company also coordinates with interior designers to accommodate their systems into the architectural plans of new homes, even before the house design has left the drawing board.

A typical Laser Definition system incorporates Lutron’s lighting control technology with its home theatre system and an audio technology that can then be fed to other parts of the home. According to Chalailak,

“What we specialize in is creating a unique living environment using the latest digital technologies to control every aspect of your living space. For most customers this includes a projection or screen based home theatre system with music that can be piped to other rooms”.

No Buttons

To help customers understand how their integrated system works, Laser Definition holds regular seminars at its Siam Paragon showroom that include a full demonstration of the perfect Home Cinema System being integrated with light and sound.

“Each of our brands compliments the other, that’s where our expertise lies, in being able to bring all these technologies together in one easy pushbutton solution,” says Chalailak.

In fact there are no buttons in the home theatre system. The lighting, audio and visual technology is all controlled from an easy to use touch screen console. As the home theatre lights dim on cue, the projector springs to life and the movie begins.

“Using high definition Blue Ray technology the quality of the picture is far beyond any big screen TV experience,” states Chalailak. She is right. The quality of the picture is astounding, even surpassing the experience at movie theatres in many of Bangkok’s Cineplexes.

"Thailand's leading custom electronics and home theatre designer." Chalailak Chatikavanij

A Perfect Partnership

Laser Definition’s long association with US light experts Lutron ensures that its integrated system is comparable with any on the world market.

A pioneer in preset lighting control since 1961, Lutron commands world market recognition and leads the way with many innovative solutions, including the GRAFIK Eye QS, which provides a convenient control and enhancement system used in many of Lutron’s commercial projects.

Roger Stamm, Sales Manager for Lutron Electronics Co. Inc says, “Worldwide we are the largest company of lighting controls especially in commercial systems. Our lighting solutions can be found in restaurants, hotels, universities, retail shops, office buildings and any space where aesthetics and energy savings are important.”

Lutron’s regional headquarters is in Singapore and in 2004 it opened offices in Beijing and Shanghai. While the company has yet to stamp its commercial presence in Thailand it is quickly making inroads with a little help from Laser Definition. Stamm says,

“In other parts of the world we already have a strong presence in the luxury residential market. For example in Dubai we are providing lighting solutions for a 1,000-home residential project. In Thailand our biggest project is Crystal Park, located at Pradit Manutham Road near the Ekamai-Ramindra Expressway. It’s a fraction of the size, an indication that it will take time to build our commercial system presence here. The Lutron lighting control system has also been installed into Thailand’s largest personally owned yacht”.

While Lutron’s commercial expertise in Thailand still has much room to grow, Stamm says he is proud to be associated with Laser Definition as the company helps to build its image in the country’s niche residential market, a difficult segment to penetrate. For now it seems the Lutron/Laser Definition partnership is beneficial for both sides.

For more information see www.lutron.com    www.laser-definition.com
or visit the showroom at room no. 201A, 2nd floor, Siam Paragon
Tel : +66(0)2 129 4411-3    Fax : +66(0)2 129 4414