Future Automation Bringing Mounts, Lifts Across Pond

The company is called Future Automation, but the products are certainly ready for the present, and some of them are especially suitable for the past.

That's why the Hertfordshire, England-based manufacturer of high-end mounts and lifts made its first appearance as an exhibitor at CEDIA Expo 2011 in Indianapolis, and why Future Automation is planning a British invasion of the U.S. custom installation market.

Commercial director Ollie French seemed to have a blast in the company's booth demonstrating the many ways Future Automation can make flat-panel displays hide and reveal themselves (see video below), as well as highlight other wares such as projector lifts.

Most of the products incorporate stainless steel and aluminum in their sturdy industrial design. The assortment of products includes under-bed lifts, moving panel mechanisms, wall mounts, ceiling drops and mounts and more.

For those who stopped by CEDIA's Future Technology Pavilion, they got a good look at Future Automation's under-bed TV lift in action in the bedroom vignette. That, of course, was on display at Future Automation's own booth, in a bedroom setting that also featured a mounted flat panel that extended out of a thin wall cavity, and a TV recessed and covered by two-piece artwork that moves apart for the big reveal.

Obviously, new construction is key to some of the products, especially the ceiling drops and wall pop-outs, but other mounts and the under-bed lift can also address the retrofit market that's important to U.S. integrators much as it is in the old-world European installation landscape.

The company is investigating locations in the Northeast, potentially New Hampshire or Massachusetts, to serve as the base of its U.S. operations. Aside from its cozy environment, a New England hub for Future Automation could serve a gap in the category that French sees - despite being national brands, competitors such as Inca and Auton, both headquartered in California, and OmniMount in Arizona, are all on the West Coast.

With products that integrate well into automation systems via RS-232, have four-figure price tags and can be made standard or custom, Future Automation wants to position itself as a brand for CE pros that cater to well-heeled clientele. "It's not for everybody," French says. "We certainly want the Runco, Kaleidescape guys."

The video below shows a trifecta of Future Automation solutions, beginning with the wall-cavity extension mount on the left, then on to the moving artwork and under-bed lift.