California native Sue Firestone reflects on five decades of creativity, resilience, and reinvention—from Malibu’s fires to Montecito’s rebirth, from model homes to hospitality design, and from Disney resorts to her namesake product lines.SFA Design founder Sue Firestone to explore how her lifelong relationship with nature, her passion for authenticity, and her intuitive approach to design continue to shape California’s aesthetic identity. From building one of the largest model home merchandising firms in the country to collaborating with Disney and launching her own collections, Firestone shares how creative intuition, empathy, and mentorship have guided her through the shifting tides of design and business.
The Convo By Design Icon Registry is presented by Pacific Sales Kitchen and Home, a Best Buy company. Pacific Sales is comprised of long time professionals who love design and architecture as much as you do. Which is why it is so fitting that they present this recognition of some of the worlds greatest design talent every month here on Convo By Design. You are going to hear all about hit, right after this.
Show Topics:
Origins of a Designer: Growing up in Malibu, studying pottery, and finding her way into interior design.
California’s Resilient Spirit: Reflections on natural disasters, community recovery, and the role of design in rebuilding.
Design as a Learned Craft: Why intuition helps, but practice, empathy, and listening are key to mastering the art.
From Model Homes to Hospitality: Building a design empire through flexibility, storytelling, and collaboration.
Inside the Disney Experience: Working under Michael Eisner, defining narrative-driven environments, and lessons in leadership.
Letting Go of Control: How to scale creativity—mentoring, trusting teams, and avoiding micromanagement.
The California Look: Organic, sustainable, and casual-luxury living as an enduring influence.
Product Design & Legacy: Transitioning from client work to her own branded lines with Kravet and A. Rudin.
Business of Design: How retail and social media shifted client behavior—and why great design still requires professionals.
The Next Generation: Why designers must remain storytellers, environmentalists, and lifelong learners.
This wraps up another episode of the Convo By Design Icon Registry. A celebration and recognition of a true master in the art of design and the mastery of all that encompasses in the pursuit of making better the lives of those they serve. And, giving back along the way. Thank you, Sue..
Thanks for listening to Convo By Design. Thank you to my partner sponsors, Pacific Sales Kitchen and Home for presenting the Convo By Design Icon Registry and Convo By Design partner sponsors, TimberTech and Design Hardware. And thank you for taking the time to listen. I couldn’t do this without you, wouldn’t want to. I hope this show helps you stay motivated, inspired and focused so you can rise above the chaos. -CXD
This week on the show, you’re going to ride along with me from the incredibly comfortable and stylish VW ID.Buzz, which served as the mobile podcast studio at CEDIA Expo / CIX this September in Denver, Colorado. This is part two of The Ride Along Series recorded live at CEDIA Expo/ CIX.
CEDIA (Custom Electronic Design & Installation Association) is the global trade association for home technology professionals, specializing in smart home, automation, audio-visual, networking, and integrated systems. Its mission is to advance the home technology industry through education, certification, advocacy, and networking. Members include integrators, designers, manufacturers, and consultants who shape the connected environments we live and work in.
CEDIA Expo is the industry’s largest annual event for residential technology professionals. With hundreds of exhibitors, educational sessions, live demos, and global networking opportunities, it’s where new ideas and innovations in smart home and AV integration take center stage.
The Commercial Integrator Expo (CIX), co-located with CEDIA Expo, focuses on commercial integration technologies—from conferencing and IT infrastructure to building automation and emerging AV solutions—bringing together commercial integrators, IT pros, designers, and tech managers.
LOME-AI.com, simple, inexpensive, text to video harnessing the power of AI to grow your firm, beautifully.
This road trip was a blast, and I’m excited to share these conversations with you.
Designing Sound: Caitlin Stewart on Leon Speakers’ Mission to Lead by Design
Caitlin Stewart of Leon Speakers joins Convo By Design to talk about design-first thinking in an audio-driven world. From Ann Arbor to the global design stage, Leon Speakers has carved out a unique identity—not as a technology company, but as a design company that happens to make exceptional audio and concealment solutions. Caitlin shares how Leon engages the architecture and design community, cultivates relevance in a shifting industry, and builds partnerships that challenge conventions of form, function, and beauty.
Background & Role: Caitlin’s work as Director of Sales for residential at Leon Speakers, leading account managers and shaping residential market growth.
Leon’s Identity: Founded in 1997, Leon is entering its 30th year as a design-first company—blending sound, aesthetics, and concealment with creativity.
Design Integration: How Leon’s “Lead by Design, Leave Nothing Unfinished” philosophy drives the balance of form and function.
Relevance in the Industry: Shifting influence from general contractors to architects and designers, and Leon’s effort to stay essential in conversations that shape environments.
Inspiration & Missed Opportunities: Why designers need exposure to products at shows like CEDIA and ICFF, and the challenges of communicating AV in relevant, non-technical language.
Partnership with A&D Community: Meeting designers where they are, co-designing products, and listening to their needs around fixtures, finishes, and materiality.
Industry Challenges: Designers often photoshop out tech in portfolio images—highlighting the need for intentional, beautiful integration of AV.
Educational Outreach: Designer visits to Leon’s Ann Arbor factory, engaging directly with materiality and finishes to bridge the language gap.
Innovation at Leon: Hand-woven acoustic treatments, creative concealment solutions, evolving product frames for video walls, and form-function collaboration.
Partnership Opportunities: Caitlin’s advice to designers—start casual, share ideas, reach out. Leon thrives on nimble, creative collaborations that spark innovation.
Lighting the Future: Tyler Hahn on Lutron, Designers, and the Evolving Spec Community
Tyler Hahn of Market Share, Pacific Northwest reps for Lutron, joins Convo By Design to share his perspective on CEDIA Expo, the shifting role of the specification community, and how Lutron continues to set the standard in lighting control and automated shading. As Lutron Concierge, Tyler educates and inspires architects, designers, and builders about intelligent lighting and shading solutions. From his unique role at CEDIA Expo—focusing on education, content, and networking—Tyler reflects on industry trends, the growing presence of women in tech and design, and how Lutron bridges aesthetic demands with uncompromising performance.
Background & Role: Tyler Hahn’s position as Lutron Concierge with Market Share, focusing on education, inspiration, and building connections with the architecture and design community.
Experience at CEDIA Expo: How Tyler approaches the show differently—capturing social content, attending classes, and networking to understand community conversations.
Shifts in the Industry: Why more interior designers and specifiers need to be present at CEDIA, and how manufacturers must adapt booth design and product presentation for aesthetics and inclusivity.
Women in the Industry: Record-breaking turnout at the Women in CEDIA Luncheon, signaling cultural and demographic changes in the channel.
Catch-22 of Design Engagement: The challenge of attracting designers to CEDIA when booths and products still cater heavily to integrator and male-centric perspectives.
Lutron’s Role: How Lutron recognizes the specification community as a critical link to homeowners, shaping why Tyler’s role exists.
Communicating with Architects vs. Designers:
Architects: Focus on structural considerations, such as pockets for shades and keypad placement in plans.
Interior Designers: Start with aesthetics, then introduce education on zone vs. scene control, finishes, and stylistic options.
Product Focus: Lutron’s leadership in automated window treatments, ultra-quiet shade technology, keypad design, and extensive finish options.
Testing & Reliability: Military-grade product testing at Lutron headquarters in Coopersburg, PA—including sound chambers, stress tests, and automated button pressing machines.
Design Aesthetics: Four primary keypad styles with an extensive range of finishes in metal, glass, engineered polymer, and beyond—providing universality across project types.
Engaging Landscape Architects: Market Share’s expansion into representing Coastal Source and introducing lighting/shading solutions into landscape design.
Universal Takeaway: The importance of bridging language gaps, presenting products aesthetically, and meeting design professionals where they are.
Designing with Light: Gina Colucci on Translating Technology for Designers
Gina Colucci of Market Share joins Convo By Design to discuss her role as a Lutron concierge, bridging the gap between high-performance technology and design-first thinking. From CEDIA Expo 2025, Gina shares insights on the growing role of lighting in the industry, how Lutron simplifies control for homeowners, and why being a “translator” between specifiers and integrators is the key to building trust. She explains how Lutron elevates both form and function while making advanced technology approachable for architects, designers, and builders alike.
Background & Role: Gina’s position with Market Share as a Lutron concierge and specification specialist, focusing on direct engagement with architects, designers, custom builders, and lighting designers.
Experience at CEDIA Expo 2025: Gina’s third year at the show, where she noticed a shift in emphasis from specs and hardware to aesthetic, experience, and lifestyle-driven solutions.
Lighting’s Growing Role: The rise of intelligent lighting solutions and how Lutron is pushing beyond niche status toward mainstream adoption.
Simplifying Lighting Control for Homeowners: Explaining benefits through experience rather than complexity—eliminating “wall acne,” offering one-touch keypads, zone vs. scene control, remote access, and intuitive app options.
Breaking Through Objections: Why homeowners don’t need to program or “learn tech”—Lutron integrates seamlessly through the CI channel, with integrators tailoring solutions to client lifestyles.
Specifiers vs. Integrators:
Integrators: Hands-on, technical, eager to dig into systems.
Specifiers (designers, architects): Billable hours, busy schedules, and competing demands—requiring clarity, brevity, and tailored communication.
The Translator Role: Gina’s unique ability to reformulate technical content into designer-friendly language, meeting specifiers where they are without overwhelming them with jargon.
Building Trust: Why approachable relationships, mobile demo kits, timely support, and honest answers (including knowing when to call in an expert) are essential to long-term partnerships.
Market Share Approach: Supporting specifiers with the right tools, resources, and responsiveness—without overloading them.
Personal Perspective: Gina’s background outside of tech makes her relatable to designers, allowing her to speak their language while still leveraging the strength of Lutron’s trusted brand.
Staying Ahead: Julian Cross on Integration, Innovation, and the Power of Simplicity
Julian Cross of Winnipeg-based integration firm shares how his journey from electrician to full integrator has reshaped his business and outlook on technology. From CEDIA Expo 2025, Julian explains how he balances product discovery with client-focused service, why keeping systems simple is key, and what he hopes to see from manufacturers as the industry grows. With insights on AI, product expansion, and evolving client expectations, Julian offers a grounded perspective on integration today.
Background & Evolution:
Started as an electrician in 2006.
Entered integration in 2019 through Lutron, which transformed the business into a full integrator.
Approach to CEDIA Expo:
Day one: scheduled meetings with sales partners.
Day two: free-flow exploration for new products and inspiration.
Day three: follow-up and wrap-up.
Balances structured planning with open discovery to maximize value.
Why Shows Matter: Staying ahead of trends, accessing inside scoop from technical experts, and ensuring clients in Winnipeg receive cutting-edge solutions that differentiate his firm from others.
Product Trends & Discoveries:
Strong presence of AI across categories.
More expansion of existing product lines rather than entirely new ones—a positive sign of refinement and usability.
Enhancements make it easier to integrate new features into client systems without starting from scratch.
Client Priorities:
Clients aren’t asking for specific products; they want simplicity and consistency.
Key is learning client habits, past experiences, and frustrations to design systems tailored to their expectations.
Language of Integration: Clients rely on integrators to translate industry jargon into usable, intuitive systems. Julian emphasizes ongoing education through forums, industry feedback, and active exploration of alternate products.
Keeping It Simple:
Pushes back against product overload and SKU bloat.
Advocates for manufacturers to refine and strengthen existing lines instead of flooding the market with new SKUs.
Believes the KISS principle (Keep It Simple, Stupid) is still critical in integration.
Education vs. Experience:
Attended classes at his first CEDIA, but realized the show floor offered greater value.
Prefers hands-on product interaction and conversations with technical reps.
Wish List for CEDIA & Industry:
Maintain focus on refining core product lines.
More emphasis on addressing integrator pain points before releasing new gear.
And, humorously—more coffee stations.
Cinergy Spaces: Redefining Acoustics, Safe Rooms, and Specialty Living
Acoustics and security go far beyond home theaters. Eric Steers of Cinergy Spaces shares how specialty spaces are reshaping modern living. From theaters to libraries, safe rooms to yoga studios, Cinergy Spaces blends acoustical expertise with functional security design. Head of Operations Eric Steers explains how integrators, designers, and security consultants collaborate to create spaces that balance technology, wellness, and peace of mind.
Guest: Eric Steers, Head of Operations / National Project Manager, Cinergy Spaces
Company profile: LA-based, nationwide specialty integrator focusing on acoustics and secure environments
Eric’s background: Irish-born, based in New York, extending Cinergy’s East Coast presence
Specialty Spaces & Acoustics
Origins in home theaters, now expanded into recording studios, gyms, libraries, and whole-home acoustical wellness
Role of acoustics in multifunctional living spaces
Collaboration with AV integrators to optimize sound isolation, projection enclosures, and HVAC integration
Integration with Designers and Trades
Working alongside interior designers, GCs, and acousticians
Bridging the gap between design goals (high ceilings, hard surfaces) and acoustical performance
Using creative materials like acoustical plaster to maintain aesthetics without sacrificing sound quality
The Evolution of Safe Rooms
Transition from acoustical doors to secure environments
Most safe rooms are hidden in plain sight: closets, bathrooms, master suites
Balancing cutting-edge tech (retina scanners, biometric access) with practical simplicity (mechanical locks for emergencies)
Challenges of penetrations (plumbing, HVAC) and importance of early-stage planning
Security consultant partnerships for client-specific threat analysis
Industry Trends & Inspiration
Video walls, immersive audio, and expanding equipment lines pushing acoustical design forward
Growing demand for multifunctional spaces with wellness at the core
Education gap: acoustics can’t be rendered on plans—clients must experience them
Crossovers with lighting design: aligning mood, emotion, and sensory experience
Acoustics and lighting as parallel disciplines in shaping emotion and experience
Safe rooms as both practical necessity and evolving design challenge
The future of specialty spaces as homes expand their functional and secure environments
Smart Power, Smarter Business: Inside LEA Professional’s Amplifier Innovation with Dan Augsburger
A deep dive into how IoT-enabled amplifiers, cloud technology, and Midwest engineering talent are reshaping audio integration. From South Bend, Indiana to projects nationwide, LEA Professional is building amplifiers that prioritize intuitive design, smart power, DSP, and remote cloud control. US Sales Manager Dan Augsburger joins from the 2025 CEDIA Expo in Denver—recorded from the VW ID.Buzz—to share how the company’s technology, flexibility, and philosophy are empowering integrators and raising the tide for the entire industry.
1. Company Introduction
Dan Augsburger, US Sales Manager for LEA Professional.
Company headquarters in South Bend, Indiana, near Elkhart—an unlikely hub for amplifier and RV technology.
Specializes in IoT-enabled smart amplifiers with intuitive IT platforms, smart power features, and built-in DSP.
2. Core Technology + Features
Smart Power: Flexibility with power bridging to double output.
DSP: Optimizing speaker performance.
Cloud Control: Robust two-way communication, remote adjustments, and diagnostics reduce truck rolls and save integrators significant time and cost.
3. Expo 2025 Atmosphere
Denver, Colorado at CEDIA Expo.
Positive industry sentiment despite macroeconomic pressures (tariffs, interest rates).
Projects above $50,000 remain strong, while smaller projects feel more impact.
4. Market Forces + Industry Trends
Tariffs and AI dominate conversations but remain unsettled.
Integrators adapting by building contingency plans regardless of scenario.
Location advantage: central distribution, lower real estate costs, strong talent pool.
Brand-agnostic: amplifiers integrate seamlessly with major control systems and speaker brands.
Emphasis on collaboration and raising the tide for the whole industry.
Multiple manufacturing partners for supply flexibility and reliability.
6. Big Picture Takeaway
LEA Professional builds technology designed to simplify, empower, and save integrators time and money.
Focus on foundational strength, product availability, and innovation through collaboration.
So, amazing, right? This was part two of our series called, The Ride Along from CEDIA Expo, CIX 2025 in Denver, Colorado. Thank you to all the amazing people at CEDIA, and Emerald for making this possible. Thank you VW for providing an incredible recording space in the all new VW ID.Buzz. Man, this seats were comfortable. Thank you Caitlin, Tyler, Gina, Julian, Eric, Dan and Jason. So much fun!
Thank you for listening. If you liked this episode, share it with a friend or colleague who loves design and architecture like you do, subscribe to Convo By Design wherever you get your podcasts. And continue the conversation on Instagram @convo x design with an “x”. Keep those emails coming with guest suggestions, show ideas and locations where you’d like to see the show. Convo by design at outlook.com.
Thank you to my partner sponsors, TimberTech, The AZEK Company, Pacific Sales, Best Buy, LOME-AI and Design Hardware for supporting the publication of over 650 episodes and over 3,000,000 streams and downloads. These companies support the shelter industry so give them an opportunity on your next project. Thanks again for listening. Until next time, be well, stay focused and rise about the chaos. -CXD
It is very hard for me to believe it but the 2025 edition of WestEdge is almost here. This will be the 10th edition of the show and I am so excited to share the slate of talks taking place this year in the WestEdge Theater Presented By Pacific Sales! But, I’m not going to do it here because our time here is limited. But I have an idea.
I am going to link all of the programs and the times in the show notes. So, you can make your plans accordingly. Today on the show, you are going to hear from Megan Reilly, co-founder of WestEdge and my dear friend, Kim Gordon of Kim Gordon Designs. Kim is joined by Julia Demarco, who together designed the WestEdge Theater Presented by Pacific Sales. We talk about the inspiration that went into the theater design, the how and they why. You are going to love this.
LOME-AI.com, simple, inexpensive, text to video harnessing the power of AI to grow your firm, beautifully.
Before we get into it, I have something really special to share with you. Something special with a WestEdge connection. My friend, and longtime friend of the show Anthony Laney of Laney LA sent me a copy of the new monograph, Poetics of Home; Essays and Spaces by Laney LA. And so, I want to share a special installment of BOOKLOOK.
BookLook – Anthony Laney, Laney LA: Poetics of Home
Avialable from Oscar Riera Ojeda Publishers: Order Here.
“ Laney LA’s work embodies a distinctly Southern California spirit – the blur between indoors and out, the layering of experiences, the quiet merger of minimalism and sensuality. – Sam Lubell . This is from the foreword of Laney LA’s book, Poetics of Home. The book is available through Oscar Riera Ojeda Publishers.
Before I tell you about the book, let me tell you about my friend Anthony Laney. Laney and I first bonded on the show over a project of his in Manhattan Beach, home for me. This project had a disappearing pool, which was very cool, but it was’t the cool factor of a pool that disappeared below a functional outdoor space. It was the “why” behind its installment. The South Bay in Los Angeles is known for very expensive homes on very small lots. The underground pool is very cool but more than that, it represents something very special about Anthony and his namesake firm. This was a solution to a challenge. The client wanted this space and the home designed for the site. But they also wanted a yard for the family to enjoy the very unique exterior environment. Mark Twain said it best, “Buy land, they’re not making It anymore”. It takes a very special mind to craft something that literally makes more functional space on the same site.
If you want to understand the thought process and the ethos of this unique firm, Poetics of Home shows you what’s behind the walls, and under the deck. But Laney LA has another challenge. This was their debut monograph and just like a smash hit record, it will be very difficult to match or exceed. So, let’s focus on this one.
“Craft is where intention becomes tangible” – Anthony Laney
My favorite quote from the book because it is so simple and true. 6 words that succinctly define the motive. If you are anything like me, with regard to design and architecture, the story behind the design is equally important to form and function. Because the industry still speaks about architecture in terms of form and function. Yeah, it’ important. However, when you minimize something to simply how it looks and why it does, you can’t fully explore the intangibles. The way a space makes you feel. If you’ve never been to LA’s South Bay, you don’t know what Manhattan Beach smells like in August. Sunscreen and salt air, the scent of grilled meat and citrus. Or, what it sounds like during the Charlie Saikley 6-Man Beach Volleyball Tournament. Or, what it feels like in December during the fireworks show off the pier when 125,000 people descend on this small beach town. A special home in this place needs to be build to accommodate all of the senses. And it takes a very special architecture firm to understand how a client wants to live and then deliver a space for all the feels, sights, sounds, smells and yet, a shelter from the very same when desired.
This is the superpower behind Laney LA and Poetics of Home defines it, showcases it, explains it in text and imagery. If you are a true devotee of architecture, you need this masterpiece in your library if for no other reason, than to remind you of the true importance behind exceptional architecture. That it’s not how big it is, how expensive it was to construct, what celebrity lives there, what trade magazine put it on the cover, but instead, how it was crafted for an individual, a couple, a family… Ideated in a completely holistic manner. The joy in this book is endless, not physically, that ends on page 300 with a group photo. But the ideas endure far beyond that.Anthony, congratulations and well done.
Thank you, Megan, Kim and Julia for the time, conversation and partnership. Can’t wait to see you at WestEdge.
Thank you for listening. If you liked this episode, share it with a friend or colleague who loves design and architecture like you do, subscribe to Convo By Design wherever you get your podcasts. And continue the conversation on Instagram @convo x design with an “x”. Keep those emails coming with guest suggestions, show ideas and locations where you’d like to see the show. Convo by design at outlook.com.
Thank you to my partner sponsors, TimberTech, The AZEK Company, Pacific Sales, Best Buy, LOME-AI and Design Hardware for supporting the publication of over 650 episodes and over 3,000,000 streams, downloads and making Convo By Design the longest running podcast of its kind. These companies support the shelter industry so give them an opportunity on your next project. Thanks again for listening. Until next time, be well, stay focused and rise about the chaos. -CXD
I had the opportunity to sit with down with Nick McWhirter or SHM Architects to explore the nuances of transitional design, the delicate dance between modern and traditional elements, and the intentionality behind every architectural choice. From furniture-driven layouts to aspirational lighting strategies, Nick shares the thought process, research, and we discuss philosophy that transform houses into harmonious, living machines. Listeners will gain insight into how design, balance, and playfulness converge to create both beauty and functionality in contemporary residential architecture.
LOME-AI.com, simple, inexpensive, text to video harnessing the power of AI to grow your firm, beautifully.
What makes a home truly exceptional isn’t just the materials or the finishes—it’s the careful orchestration of space, light, and style. In this episode, Nick breaks down his approach to transitional design, revealing how subtle choices like shutter placement, dormer adjustments, or color balance can shift a home’s aesthetic from modern to traditional. The conversation spans everything from lighting plans and hidden technology to furniture-first design principles and the philosophy behind architecture as a living, breathing machine.Of course, that idea comes from Le Corbusier and his thoughts on this very subject.We also discuss the role of photography, the tension between realism and aspirational imagery, and the evolving vernacular of form and function in modern homes. This episode is a masterclass in thoughtful, intentional, and style-agnostic design.
Topics and Ideas
Introduction & Context
Welcome and setup: Exploring transitional design
Nick’s philosophy: Style agnostic but deeply researched
Transitional Design: Modern vs. Traditional
Subtle moves: Shutters, dormers, cut stone, and symmetry
Playfulness in design: How small details create balance
Color palette: Black-and-white schemes as intentional high-contrast statements
Experimentation and editing: Knowing when less is more
Lighting as a Core Component
Invisible vs. visible fixtures: Philosophy of recessed lighting
Lighting as both function and art
Integration with technology: Wi-Fi, AV, and smart home systems
Photography, Aspirational Design & Reality
Balancing reality and idealized imagery in marketing
Photoshop as a tool to highlight design intent
How photography conveys quality of light, space, and atmosphere
Form Follows Function & Architectural Philosophy
Homes as “machines for living”
The role of beauty and human experience in architecture
Historical perspective: Corbusier, Frank Lloyd Wright, and modern vernacular
Outdoor Spaces & Technology Integration
Creative solutions: Two TVs on a patio
LED walls and emerging tech as part of design storytelling
Closing Thoughts & Personal Insights
The freedom in design: Few right or wrong answers
Nick’s passion for music, smoked meats, and lifestyle influence
Preview of future conversations and projects
Thank you, Nick for the time and conversation. Thank you for listening. If you liked this episode, share it with a friend or colleague who loves design and architecture like you do, subscribe to Convo By Design wherever you get your podcasts. And continue the conversation on Instagram @convo x design with an “x”. Keep those emails coming with guest suggestions, show ideas and locations where you’d like to see the show. Convo by design at outlook.com.
Thank you to my partner sponsors, TimberTech, The AZEK Company, Pacific Sales, Best Buy, LOME-AI and Design Hardware for supporting the publication of over 650 episodes and over 3,000,000 streams, downloads and making Convo By Design the longest running podcast of its kind. These companies support the shelter industry so give them an opportunity on your next project. Thanks again for listening. Until next time, be well, stay focused and rise about the chaos. -CXD
