Sphere Custom

The story of Foundry, like many others, find its beginnings amongst friends sharing a beer. long has there been a discussion about standards and to set the scene this particular discussion, and sharing of beers amongst friends, takes place just after Covid in the street seating outside of a quirky London pub.

But let's rewind first. My background, and the business of sphere custom, started as an integration company focused on beautifully engineered, well designed, bespoke home cinema solutions. Over the years that changed to encompass distribution of products, given our limited - saturated - market in South Africa.

Of course we built a beautiful showroom - one based around showcasing performance and what could be achieved when one removes the impediments of budget and brand from the equation. We set out to do this more than 10 years ago, and just for perspective that's pretty much pre-Dolby Atmos.

We were frustrated, specifically in our market - although I've come to realise this is applicable across all markets - that the integration firms were effectively shilling for distributors. There was never discussion about performance targets, or recommended metrics, specifications, functional design or ergonomics. There was no design. There was a lot of product. There was a lot of price.

This has stuck with me over the years, it's one of the primary reasons I found appeal in the kindred spirits and friendships which stemmed from the CEDIA RP 22 group. We spent the majority of Wednesdays during Covid discussing technical details and putting together an amazing resource for the industry that is based around the 99% who can use the document as a reference to improve their offering to their clients.

As you do when CEDIA put on a lovely event in person (because this is now let-your-hair-down and get-out-of-the-house post-Covid), you go. You attend. You relish in open Society, fresh air, and in the ability to speak to, and interact with other human beings again.

After bumping into each other in person, one such kindred spirit, Ben Goff from Cinema Lusso, realised that the voice and image via the zoom call was now actually only living five minutes down the road. I had during the Covid pandemic effectively moved lock stock and barrel to the UK, settled in a small town 25 minutes from central London.

And this probably sets the scene for that discussion that transpired at the pub in London a few weeks later. The reiteration and rejuvenation, a reimagining of the concept that I pioneer in those early days in Cape Town.

The concept of Foundry is not new. We know many companies have showrooms. Many distributors have spaces where they can showcase the brands that they represent. Many manufactures assist in building those spaces and filling them with product. This is but the nature of the beast. but for us the challenge was different. The challenge was; where you go to experience something without the immediate prejudice of a brand or a budget?

So the target was defined, and what was set in motion that afternoon has had both Ben and I, and our partners, put in the literal blood, sweat, and tears, to make sure this space is one of a kind.

Foundry is not your average showroom. It's not a space where you'll see brand logos or lines of product, stacks and boxes. Foundry is a space that's been thoughtfully designed, ergonomically engineered. Foundry aim to push the boundaries of performance, and innovative aesthetics together in such an unobtrusive manner that it doesn't seem designed at all. Would like to think that data rams would be proud.

Foundry is a space where you can experience the extraordinary, and I know that sounds cliche, but we truly have created a space unlike any other.

So here's to those fortunate enough to get an invite; we look forward to sharing the magic that we have created.