As you walk past the storefronts at the Boston Design Center, the System 7 showroom doesn’t stand out too much from the other design storefronts. However, that reason alone is why it stands out so much, as despite looking like a lighting showroom, it is secretly a technology experience center in disguise.

While System 7 still engages in the traditional AV installation (after all it was Lynch’s start in the industry) the company has invested heavily in lighting and shading, even hiring multiple design consultants to join the System 7 team.

It’s all a part of the approach System 7 and its founder and president Gerard Lynch takes when it comes to technology: the design should always be measured by its simplicity, reliability and beauty, not just by bits and bytes.