Smart Building Consultant Justin Schwartz
Tell us what you do, and what you’re excited to be working on right now.
I lead Sage AV, a New York-based firm specializing in high-end lighting, audiovisual systems, and smart-home technology. We work closely with architects and designers to make these systems feel effortless and beautifully integrated so they enhance a space rather than compete with it.
Our new space at the New York Design Center is something I’ve long wanted to create. It is essentially the anti-showroom showroom. Architects and designers can visit us at 200 Lexington to explore how technology can disappear into their work. Our goal is to create a space for collaboration where the conversation starts with design, then the tech that quietly supports it.
How has your business evolved over the years? What insights have you gained and used to level up?
In the early days of Sage AV, we chased every new product release and proudly sold whatever the “amp of the month” was. But after a few years, we realized something: most clients don’t want the newest gadget — they want technology that works every single day without calling attention to itself. So we moved away from chasing products toward tried-and-true solutions that disappear into the design. Since then, we’ve collaborated closely with architects and designers to create homes with intuitive, integrated technology.
What’s a favorite project you’ve worked on? Tell us about the role you played in it.
Four years ago, we created a private lounge for a client in a UES co-op that would put most clubs to shame. We wove LED strips into the walls and ceiling that moved in sync with the music, installed a video wall with a custom visualizer, a full karaoke setup, a DJ booth, and even a smoke machine. And at the push of a button, the entire room converted into a family movie theater! I can’t overstate the creativity this project required in both engineering and design. It’s one of the most memorable spaces we’ve ever built.
Where do you look for inspiration?
For me, inspiration starts at home. I pay attention to the small things, noticing features or controls that could be enhanced or simplified with the right technology. Even if I can’t justify making a change in my own house, I often have a client who can.
Entertaining at home provides another source of inspiration. Whether it’s a casual get-together or a larger party, you can see how lighting, sound systems, and layout shape people’s responses to a space. Watching people enjoy themselves always gives me ideas about how tech can support the experience without getting in the way.
Do you have a mantra, a guiding piece of wisdom, or a question that you come back to again and again in your working life?
One of our core values at Sage is balance, which applies on multiple levels. We try to support a work-life balance for our team, but we also strive for balance in our work. While it’s easy to get caught up in adding the latest tech to a project or over-engineering something just because we can, sometimes less really is more.
What advice would you give to someone early in their career in the same industry discipline as yours?
RUN!!! Only (half) kidding. The AV industry looks shiny and fun from the outside, but the people who succeed understand that electronics fail…often. Focus on fundamentals first. Learn how the systems work and how they connect with every trade we touch: electrical, HVAC, millwork, and more. You need to be a mile wide and an inch deep in those areas, not just in what the tech can do. Also, don’t chase every new gadget. There will always be something cooler coming out. Start with what is reliable and adds real value, then build from there. And lastly, be on site as much as you can.
