--- title: RC Lurie outfits new HQ with ETC controls – et cetera... description: Arizona ETC sales rep RC Lurie made every area of their new 24,000-square-foot facility in Phoenix into a virtual demo room. image: https://blog.etcconnect.com/hubfs/Imported_Blog_Media/RCLurie-Lobby-PhotobyKevinKorczyk-1200px-750x500.jpg --- - [ETCCONNECT](https://etcconnect.com/) - [ABOUT](https://blog.etcconnect.com/about) - [AUTHORS](https://blog.etcconnect.com/blog-authors) - [CONTACT](https://blog.etcconnect.com/contact) [Follow us on Facebook](https://www.facebook.com/ElectronicTheatreControls) [Follow us on Instagram](https://www.instagram.com/ElectronicTheatreControls) [Follow us on LinkedIn](https://www.linkedin.com/company/electronic-theatre-controls) [Follow us on LinkedIn](https://www.youtube.com/user/ETCVideoLibrary) [![EtCetera_319x104](https://blog.etcconnect.com/hs-fs/hubfs/EtCetera_319x104.png?width=319&height=104&name=EtCetera_319x104.png "EtCetera_319x104")](https://blog.etcconnect.com) [![ETC Blog](https://blog.etcconnect.com/hs-fs/hubfs/EtCetera_319x104.png?width=319&height=104&name=EtCetera_319x104.png "ETC Blog")](https://blog.etcconnect.com) - [SPOTLIGHT](https://blog.etcconnect.com/tag/spotlight) - [ETC CULTURE](https://blog.etcconnect.com/tag/etc-culture) - [GEAR](https://blog.etcconnect.com/tag/gear) - [LEARN](https://blog.etcconnect.com/tag/learn) - [ODDS & ENDS](https://blog.etcconnect.com/tag/odds-ends) - [BRIGHT IDEAS](https://blog.etcconnect.com/tag/bright-ideas) Search ## [![blog-header](https://blog.etcconnect.com/hs-fs/hubfs/blog-header.png?width=476&height=155&name=blog-header.png "blog-header")](https://www.etcconnect.com) [Follow us on Facebook](https://www.facebook.com/ElectronicTheatreControls) [Follow us on Instagram](https://www.instagram.com/ElectronicTheatreControls) [Follow us on LinkedIn](https://www.linkedin.com/company/electronic-theatre-controls) [Follow us on LinkedIn](https://www.youtube.com/user/ETCVideoLibrary) [✕](https://blog.etcconnect.com/2018/08/rc-lurie-outfits-new-hq-with-etc-controls#gwen-offcanvas-primary) - [SPOTLIGHT](https://blog.etcconnect.com/tag/spotlight) - [ETC CULTURE](https://blog.etcconnect.com/tag/etc-culture) - [GEAR](https://blog.etcconnect.com/tag/gear) - [LEARN](https://blog.etcconnect.com/tag/learn) - [ODDS & ENDS](https://blog.etcconnect.com/tag/odds-ends) - [BRIGHT IDEAS](https://blog.etcconnect.com/tag/bright-ideas) # RC Lurie outfits new HQ with ETC controls ![Marshall Bissett](https://blog.etcconnect.com/hs-fs/hubfs/Blog%20Images/marshall-bissett.png?width=34&height=34&name=marshall-bissett.png)By [Marshall Bissett](https://blog.etcconnect.com/author/marshall-bissett) 22 Aug 2018 ![](https://blog.etcconnect.com/hubfs/Imported_Blog_Media/RCLurie-Lobby-PhotobyKevinKorczyk-1200px-750x500.jpg)   Most dealers and rep companies have offices, a storage area, and a small demo room to show off the products they represent.  Arizona ETC sales representative [RC Lurie](https://www.rclurie.com) flipped that dynamic upside-down and made every area of their new 24,000-square-foot facility in Phoenix into a virtual demo room. ![ETC controlling cubicle lighting at RC Lurie](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/RCLurie-Cubicles-PhotobyKevinKorczyk-1200px-350x233.jpg?width=350&height=233&name=RCLurie-Cubicles-PhotobyKevinKorczyk-1200px-350x233.jpg) Each space at RC Lurie’s new building uses different lighting techniques to create sales opportunities for clients. Photo by Kevin Korczyk. “The move to the new building not only brought the company together but launched a new image, logo and coherent direction for the 21st century,” said Stuart Pieloch, V.P. of Controls and Technical Services for RC Lurie. Previously the company of 60 employees had been operating out of separate buildings. Using the real estate model of creating sample rooms, they were careful not to present the building as a retail showroom, or series of vignettes, but rather as “spaces that our customers would want to create for their clients.” The impressive two-story lobby, grand staircase and event center are all controlled by ETC’s Paradigm Central Control Server, allowing individual control of each space. The large conference room and larger event space has RGB color changing lighting either up-lighting a soffit or wall wash on a cove, all controllable by a virtual touch screen. In addition there are multiple DMX output Gateways tied to a Mosaic Controller which manipulates color washes on an exterior wall visible from Interstate 10. Pieloch describes the effect as: “Not Las Vegas – but to stimulate the idea that customers could do that on the outside of their building.” ![RD Lurie's new HQ](https://blog.etcconnect.com/hs-fs/hubfs/Imported_Blog_Media/RCLurie-Exterior-PhotobyKevinKorczyk-1200px-350x210.jpg?width=350&height=210&name=RCLurie-Exterior-PhotobyKevinKorczyk-1200px-350x210.jpg) A Mosaic system from ETC controls the exterior washes on RC Lurie’s new headquarters in Phoenix. Photo by Kevin Korczyk. The private office lighting draws on fixtures from the over 80 different lines that RC Lurie represents. Each office employs subtly different techniques and instrumentation to give excellent lighting and a sales opportunity to visiting architects, engineers and consultants. - - - 0 [#Architectural control](https://blog.etcconnect.com/tag/architectural-control) [#SPOTLIGHT](https://blog.etcconnect.com/tag/spotlight) [#Paradigm](https://blog.etcconnect.com/tag/paradigm) [#Mosaic](https://blog.etcconnect.com/tag/mosaic) [#RC Lurie](https://blog.etcconnect.com/tag/rc-lurie) ### Electrosonic SA: From fixing TV’s to Paradigm installations [Previous article](https://blog.etcconnect.com/2018/08/electrosonic-sa-from-fixing-tvs-to-paradigm-installations) ### Lighting up Cherry Blossom season with High End Systems [Next article](https://blog.etcconnect.com/2018/08/lighting-up-cherry-blossom-season-with-high-end-systems) [Marshall Bissett](https://blog.etcconnect.com/author/marshall-bissett) ![Marshall Bissett](https://blog.etcconnect.com/hs-fs/hubfs/Blog%20Images/marshall-bissett.png?width=180&height=180&name=marshall-bissett.png) Marshall Bissett grew up in Central Scotland and studied theater direction at the Old Vic Theatre School. He worked on the original productions of Joseph and the Amazing Technicolor Dreamcoat and Rosencrantz and Guildenstern Are Dead and toured with such acts as Chicago, Neil Diamond, and The Rolling Stones. In 1983 he founded TMB, a worldwide supplier of lighting equipment. He’s kept his hand in directing, which in retirement now vies for his time along with freelance writing and fly-fishing. #### You may also like [![](https://blog.etcconnect.com/hubfs/Imported_Blog_Media/Radiance-Lightworks-Jabbawockeez-web-750x500.jpg)](https://blog.etcconnect.com/2017/06/radiance-lightworks-driven-by-performance) [SoCal](https://blog.etcconnect.com/tag/socal) ### [Radiance Lightworks: Driven by performance](https://blog.etcconnect.com/2017/06/radiance-lightworks-driven-by-performance) By [Marshall Bissett](https://blog.etcconnect.com/author/marshall-bissett) 20-Jun-2017 Rob Fritz is delighted with ETC’s recent union with High End Systems. “I always was a Hog guy and now I can say I’m an ETC Hog guy,” he states with pride. As a senior lighting designer, focusing on... 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[Read More](https://blog.etcconnect.com/2018/12/luminis-hungary-we-deliver-solutions) - [ETCCONNECT](https://etcconnect.com/) - [About](https://blog.etcconnect.com/about) - [Authors](https://blog.etcconnect.com/blog-authors) - [Links](https://blog.etcconnect.com/links) - [Contact us](https://blog.etcconnect.com/contact) [Privacy Policy & Legal Notices](https://www.etcconnect.com/Privacy-Policy-Terms-of-Use-and-Acceptable-Use.aspx) [CA Transparency Act & Transparency in Coverage](https://www.etcconnect.com/About/California-Supply-Chain-Transparency-Act.aspx) [Do Not Share My Personal Info](https://www.etcconnect.com/Do-Not-Share-My-Personal-Info/) [CA Privacy Rights](https://www.etcconnect.com/CA-Privacy-Rights/) ![ETC blog](https://blog.etcconnect.com/hubfs/ETC-logo_footer-wh.png)   ![ETC 50 anniversary](https://www.etcconnect.com/uploadedimages/Main_Site/Images/50yr_160x80.png "ETC 50 anniversary") [![ETC social networks](https://www.etcconnect.com/uploadedFiles/Main_Site/Images/social_Footer.png "ETC social networks")](https://www.etcconnect.com/Get-connected.aspx) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Marshall Bissett", "url" : "https://blog.etcconnect.com/author/marshall-bissett" }, "dateModified" : "2022-11-29T15:34:36.276Z", "datePublished" : "2018-08-22T05:00:00.000Z", "headline" : "RC Lurie outfits new HQ with ETC controls – et cetera...", "image" : [ "https://blog.etcconnect.com/hubfs/Imported_Blog_Media/RCLurie-Lobby-PhotobyKevinKorczyk-1200px-750x500.jpg" ], "mainEntityOfPage" : { "@id" : "https://blog.etcconnect.com/2018/08/rc-lurie-outfits-new-hq-with-etc-controls", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://blog.etcconnect.com/hubfs/Logos%20-%20Icons%20-%20Design%20Elements/ETC_4c.png" }, "name" : "ETC" } } ```