For the luxury integrator, exceptional technology is only part of the equation. The most memorable spaces are defined not merely by performance, but by the objects that inhabit them—pieces that command attention, invite interaction, and elevate the environment. At this level, furniture transcends function to become an expression of taste, craftsmanship, and identity.
That is precisely where Moovia resides. In this conversation, Todd Sutherland, Sutherland AV Marketing, Moovia's distributor for the United States and Canada, and Moovia founder Frank Dlugos discuss the nuances of presenting luxury seating to discerning clients, the art of extreme customization, and why the world's finest home cinemas increasingly begin with a design statement alongside an equipment list.
HTA: Selling furniture is quite different from selling a system. It's something the client interacts with and sees even when the system is turned off. What advice do you have for integrators?
Todd: Luxury furniture must be presented differently from technology. You're not selling specifications; you're selling aspiration, permanence, and identity. An integrator should approach a Moovia installation the same way an interior designer presents a signature piece. This is often the first thing a client notices when entering the room and the last thing they forget.
If an integrator winces or apologizes for the price, it's a dealbreaker. I often ask them to look at the furnishings around the rest of the home. Integrators have to believe in the quality, allure, and singularity of the furniture. They are already adept at this on the systems side; it's simply a matter of adapting that mindset to furniture and viewing it not as an add-on, but as a design element. This is the room's centerpiece.
Moovia seating is design-led, endlessly customizable, and engineered for seamless integration—conceived in a world-class atelier by acclaimed in-house designers such as Dorottya (Dori) Nagy. The most successful dealers present it exactly as they would fine art, bespoke millwork, or couture furnishings.
HTA Certified integrators are exactly the type of partners we seek. They share our standards of excellence. Their showrooms, presentation materials, communication, and follow-up all reflect the caliber of Moovia furniture. Luxury is often defined by what happens after the purchase, and that's where our dealer network truly shines. As HTA Certified integrators already understand, exceptional aftercare is essential.
Frank: It's important to sell the exclusivity, not the features. We don't believe anyone purchases a Moovia seat simply because they sit in it and think it's comfortable. They're far more interested in the rarity and distinctiveness of the piece. Clients at this level desire something not everyone else has.
Take our leathers, for example. Rather than simply telling a client that a sofa uses premium Italian leather, we emphasize that our leathers are not merely a material choice—they are a design platform. We use high-end Italian full-grain and high-grade corrected leathers selected for softness, durability, and rich color depth, often enhanced with custom stitching, embossing, perforation, and special finishes, including heavily pigmented options, as part of our unique manufacturing process.
But it goes even deeper than that. We source all of our leather from Gruppo Mastrotto, a renowned Italian supplier that believes true leather excellence comes from the environment and innovation. This leather delivers an unparalleled tactile experience and unrivaled durability. Ten years ago, we used leather from Argentina, where mosquito activity affected hide quality. It's decisions like these that place our furniture in a different class. This is not off-the-shelf upholstery.
That's, of course, just one example.
HTA: Moovia is known for producing some of the most expensive furniture in our industry.
Todd: Perhaps. But that's not the point. Luxury clientele purchase luxury goods, which are inherently more costly, but context shapes perception. An art dealer wouldn't haggle, nor would an interior designer hesitate to specify a $40,000 chandelier. Don't arbitrarily decide your client's budget simply because you think you need to provide a value-based recommendation for cinema or media room seating.
The right client is not shopping for the lowest price; they are searching for the right piece. When presented properly, Moovia occupies the same category as fine art, bespoke cabinetry, or couture furnishings. It is an investment in the room, the experience, and the memories that will be created there.
HTA: Indeed, your sofas and chairs are statement pieces. Do you find that your sofas, in particular, are finding homes in other areas of the luxury home?
Frank: With furniture at this level of design and customization, it becomes less about where the piece is located and more about the feeling it evokes. Clients aren't necessarily thinking about the comfort and motorization of a chair, though those are certainly important. They're thinking about hosting gatherings with their close friends, enjoying private moments with family, and creating a home unlike any other. The furniture is simply the vehicle for those outcomes.
We have had many designers specify our sofas outside the home theater—in media rooms, living rooms, and beyond.
HTA: What is that level of extreme customization like for the home technology integrator?
Todd: This is where Moovia becomes an extraordinary resource for the integrator. We understand that specifying luxury furniture can feel daunting at first, particularly when clients expect something truly one-of-a-kind. That's why our process is deeply collaborative.
Many of our best projects involve close coordination among the integrator, interior designer, architect, and client. We guide the integrator every step of the way, from initial concept through final specification. Our role is to make the complex feel effortless, allowing the integrator to remain the trusted advisor while we help bring the vision to life.
Frank: Moovia is, without question, the luxury furniture provider in this category with the deepest level of customization capabilities. In fact, clientele often seek us out specifically because they need something truly special.
That's why our sales process is highly consultative. We have extraordinary in-house talent, such as Gabriella Hochst, sales director, who guides clients, designers, and integrators through our many options, including finishes, leathers, and wood selections. It extends far beyond that, encompassing one-of-a-kind pieces with custom finishes, distinctive flourishes, and bespoke configurations.
We often say that if the client can envision it, the answer is yes. On projects where Moovia is specified, Gabriella may consult for a year or more. We guide integrators through the entire process and never leave clients unattended, no matter how long it takes for their vision to come together.
HTA: There is also a heritage of German engineering and craftsmanship.
Frank: Yes, we are made in Germany, and our furniture reflects that legacy of precision, discipline, and longevity. Design is driven by form and function rather than trends, with exacting tolerances, premium materials, and rigorous quality control applied at every stage of production.
For the integrator and the client alike, that translates into flawless fit, quiet operation, and exceptional reliability over decades of use. Our design language is architectural and adaptable, resonating across environments worldwide.
HTA: Is that why many of your seats are named after cities around the world?
Frank: Absolutely. We love naming our products after cities because each design reflects a distinct global inspiration and heritage.
For example, the MILANO Sofa was born from Dori’s fascination with Milan. She wanted to capture the city's elegance and effortless sophistication in a sofa that is refined—one that does not demand attention, but earns it through proportion, materials, fine details, and restraint.
For the Rome chair, she drew inspiration from the graceful cones of the Mediterranean stone pines and designed the lighting to evoke the lines of Ponte Sant'Angelo.
Like all great designer furniture, every model begins with a story of inspiration.
HTA: Last question: Tell us about Moovia's technology.
Todd: For the home technology integrator, this is where Moovia becomes especially compelling. Our seating is not simply motorized; it is intelligently connected. Integration with Control4, Crestron, RTI, and Savant allows Moovia to become a seamless extension of the home's broader technology ecosystem.
It gives the integrator yet another opportunity to deliver a truly unified luxury experience.
Frank: True luxury lies not only in the selection of premium materials and exceptional design, but also in controlled motion. With our new Moovia Smart app, owners can move far beyond basic motorized operation.
Each armchair and sofa integrates a wide range of features, including motion control, ambient lighting, massage functions, and heating panels, all managed through our refined new user interface. It delivers a luxury experience at the highest level. This is design-first control, without visual clutter or compromise to our clean aesthetic.
From integration to customization to consultation to collaboration, Moovia represents more than seating to integrators working at this highest level. It is an opportunity to inspire how a space is perceived the moment a client enters it. In this role, the integrator not only helps to elevate the client’s lifestyle but also connects the room to their own identity. And that’s very powerful.
To see if you qualify to become a Moovia dealer, contact Todd Sutherland, Sutherland AV Marketing at todd@sutherlandavmarketing.com.
Moovia's contact information is to the right (or below if viewing on a mobile device).
