CE Pro June 2021 - 24

INTERVIEW

Networking+Home Control

Mike Libman
National Sales Director,
Residential Systems, DMF Lighting
What is the origin of DMF Lighting?
Thirty years ago, Mark Danesh, a licensed electrical engineer
and an electrical and general contractor, and his wife, Faye,
founded DMF Lighting in their living room. Mark was focused on designing products, while Faye developed sales and
customer service. They were both passionate about creating
a better lighting company, and their small home soon became
DMF's first warehouse and R&D lab.
How has LED lighting created a new opportunity
for integrators?
It's a game-changer, because the AV integrator is embracing the lighting category as a huge opportunity to expand
the business model and thus impact profitability. As one of
the first light fixture manufacturers to work with CI channel
dealers, we understand what is essential to our customers -
performance, reliability, availability, profitability and flexibility.
As light fixtures are a newer category for dealers, it is important to have something that is easy to specify and install, and
adapts as things change from design to finish.
The all-new DID Series provides CI channel dealers with an
elegant solution for delivering a quality user experience. Integrators can run the wire, specify the lights and do all of the control.
It also provides an opportunity to work directly with an interior
decorator or designer for the decorative fixtures, creating the
lighting schedule and load controls for those items.
What differentiates DMF's DID Series from other
solutions?
The DID Series was specifically designed to complement
residential applications and is exclusively available to custom
integration dealers. With precision manufactured aluminum
trims, custom finishes, multiple color temperatures and light
distributions, the DID allows integrators to provide a solution
to meet each homeowner's unique needs.
The DID Series offers what is most important to the
homeowner: delivering the highest performance, flexibility and
peace of mind. High dimming performance and the flexibility
to deal with changing customer preferences set the product apart. Whether it is swapping the trim, the beam angle,
color temperature, or lumen output, the DID lets the custom
integrator minimize their time on the job while maximizing
customer satisfaction.

The DID is engineered to be interchangeable in the field,
during and after installation. The signature modular design
allows the DID to adapt to changing homeowner preferences,
future room designs and even retrofits. With only two modules
and thousands of applications, it is the evolution of an already
remarkable system. DMF LED downlights produce accurate color
rendering, smooth dimming and have low power consumption.

" Lighting is sometimes done
for architecture, which is
why you see symmetric
rows across open-concepts.
Integrators should focus on how
people will interact within the space
to determine the right [fixtures]. "
What level of lighting design knowledge do you
recommend integrators achieve?
Lighting is sometimes done for architecture, not for people,
which is why you see symmetric rows across open-concepts
on many floor plans. Integrators should focus on how people
will interact within the space to determine the right solution.
Integrators can illuminate vertical spaces, use task lighting on
countertops and the dining table, highlight cabinets, furniture, art and architectural elements such as fireplaces and
other focal points.
Given the wide variety of different use cases, the right
fixture will be needed for each job. The options are to either
specify a solution that locks you into specific configurations
or use something that provides consistent aesthetics and
illumination while allowing you to fine-tune based on the
application. Modularity is the best pursuit. It provides the
correct solution while maintaining flexibility as things develop
over the life of a project.
DMF Lighting provides several educational and training
options to further integrators' knowledge and skill, including
an introductory webinar, The Benefits of Modular Lighting,
and an accredited CEU course, Introduction to Lighting &
Lighting Design. We are also a sponsor of the new ProSource
Lighting Technology and Learning Center (LTLC) at the Dallas
Market Center.

24 | CE Pro June 2021 cepro.com

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5/11/21 2:13 PM

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CE Pro June 2021

Table of Contents for the Digital Edition of CE Pro June 2021