Press Release

Specialty AV Distribution Company, Grace Motif,

Launches Icon Cinema Screens. Hires Industry Veteran, Stephen Libin as VP Sales.

iconmainsliderLeading Specialty Distribution and Marketing Firm Expands its offerings with Cutting Edge Video Projection Screens for Finest Home Theater and Commercial Installation Professionals. Hires Industry Veteran, Stephen Libin as Vice President Sales.

SCOTTSDALE, AZ – Sept 29th, 2017 – Grace Motif, a top-flight exclusive national distributor of specialty residential and commercial Audio/Video products, today announced the launch of its own brand of high quality video projection screens. Grace Motif will now act as the exclusive world wide distributor for ICON CINEMA SCREENS for the residential, commercial and custom installation market.

Grace Motif and its personnel have 15 years of extensive market knowledge and experience with specialty projection screens having launched and distributed notable screen manufacturers such as Screen Research, Screen Excellence and Image Screens.

Grace Motif’s CEO John Caldwell stated, “having extensively participated in the growth of the two-piece projection market over the last 15 years, and having successfully changed the definition and perception of what a good screen is, we felt that now was the time for us to take advantage of our market knowledge and dealer experience and create a new type of screen brand. One that is built from the ground up with both today’s source technology and our dealer/installer needs in mind, ICON CINEMA SCREENS is the culmination of our work in this market.” Caldwell continued, “Dealers can expect top shelf service and generous value-added support.  At Grace Motif, we are not just concerned with how the picture looks. Rather, through our products and personal service, we are committed to providing specialists with the ability to reconcile the entire audio and video experience for their discerning clients. So the value proposition is very high.”

ICON CINEMA SCREENS have been designed in the USA and employ the latest technology for emerging market segments like; 4K projection, acoustically transparent, and ambient light applications. ICON’S line will initially include flat and curved fixed frame screens, motorized designs (on-wall/on-ceiling/in-ceiling) with a variety of state-of-the-art screen materials. Twelve proprietary and purpose-driven screen formulations are included in the ICON launch including; low, unity and high gain whites and greys, 3D, Rear Projection, 2K and 4K acoustically transparent woven, and two “black screen/ambient light” formulations. ICON’S ambient light formulations include “ClearBlack” and ”HD Grey”, both of which will allow better fidelity in ambient lit environments than previously delivered by competitors.

ICON Cinema Screens are warrantied for 10 years.

Concurrent with the launch of ICON is the hiring of industry veteran Stephen Libin, as Vice President of Sales. Libin will be responsible for North American sales. Libin asserted “I’ve known and respected John Caldwell for 25 years now, he’s one of the very best men this industry has ever seen, especially his ground breaking work for the last 15 years in Acoustically Transparent Screens and Projectors. When I studied the specs, features, pricing, program and overall strategy for his latest creation “Icon Projection Screens” I was totally intrigued and knew I had to find a way to be part of this project. These stunning screens, coupled with the outstanding Artcoustic ultra slim on-wall loudspeakers, and the truly incredible Cineversum projectors make a powerful and compelling combination for dealers who pride themselves on staying one step ahead of the pack – in all respects – picture, sound, and most importantly design – making the room come together in all aspects. Grace Motif’s tag line is at once timely and highly differentiating, “Luxury Technology for Designed Environments.” I truly believe in this designed approach, and I am thrilled to be heading up the North American Sales Department. I invite all my friends and colleagues around the industry to contact me anytime with their questions.”



Amidst a sea of technology, GRACE MOTIF stands apart in its ability to skilfully market expertly balanced and fashionable technology systems from among its exclusive brands. It educates its dealers on how to properly present and execute a higher level of experience for their clients. GRACE MOTIF strives to compete not only with style, but a sense of grace that is all too often lacking in today’s technology choices and suppliers.  

Based in Scottsdale, AZ, GRACE MOTIF works closely with the best 800 specialty A/V dealers in North America. GRACE MOTIF’s brands are only sold through qualified dealers and never over the internet.

GRACE MOTIF specializes in products and services for the custom integration (CI) market – in the residential, commercial and hospitality markets. It currently represents Artcoustic Loudspeakers, Cineversum HD projectors, in North America and the Caribbean and ICON projection screens world wide.  Look for strategic brand and market segment additions in the near future.

Interested reps, dealers, designers, businesses and consumers are encouraged to contact us for a free consultation.



John is a sales and marketing development specialist. His recent experience as VP Sales and Marketing with one of the most venerable names in consumer electronics, McIntosh Laboratory, is a good case in point. Based on a balanced attack with strategic PR, striking new sales materials, strong product management, revolutionary training and revitalized distribution, John drove them to greater brand position than ever before and more importantly, achieved profitability for the first time in their ten years of ownership by Clarion of Japan.

Most recently, John was co-founder and Director of Sales for StJohn Group. For nine years, John provided the strategic direction and sales management of this ground breaking specialty distributor who forged an important pathway between the custom installation market and the professional designer and architect community.

John’s market savvy and vision was also strengthened during his tenure with CurtCo Freedom Group magazines. As Director of Marketing for Home Theater magazine and Home Theater Interiors magazine, John created a pullout magazine (called CASTLE) within Home Theater magazine dedicated to the coverage of systems integration and networked homes. Prior to this, as Associate Publisher, John also played a key role in the launch of Mobile Sound magazine, Car Audio Shopper magazine and Digital Home Entertainment magazine.

John has written extensively for trade and consumer publications, most notably, the popular “AV Insider” column for Electronic House magazine.

John’s sales expertise and industry savvy includes experience gained as National Sales Manager for the $300 million automotive electronics sales division of Kenwood USA. John also headed the Automotive Hifi Division of a/d/s/ from 1985-1992 and also help found the Whole House Audio Division for the company. John began his industry career with Audiomobile and with hands on retail management experience.

John holds a bachelor’s degree in Psychology with an emphasis in sensation and perception from California State University Long Beach.


Stephen, a 30 year veteran of AV manufacturing, wholesaling and retailing is thrilled to be heading up the sales team. Stephen has played large roles in driving several brands to record sales: Hitachi Canada, Totem Acoustic USA, and Hydra Connect USA. Stephen played a key role in launching Clarity AV, a highly respected Southern California Rep Firm. Stephen was also the Owner/Operator of a successful Calgary Alberta HiFi Boutique for many years.



Administration and Marketing

John Caldwell

Phone: (480) 423-4248 • Fax: (805) 856-2212




Web site:



Stephen Libin,  Phone: 949-215-2163,

for “Luxury Class” Technology

Former StJohn Group Co-Founder, John Caldwell
will fill dealers’ need for “technology that won’t cramp one’s style.”

November 11, 2011, Scottsdale AZ

Following the new millennium adage, “The best way to predict the future, is to invent it”, accomplished industry veteran, John Caldwell has launched GRACE MOTIF, LLC, a new Scottsdale Arizona based company dedicated to marketing and distributing “luxury class technology” for dealers with design-centric clients in the residential, commercial and hospitality markets.

Conveniently located adjacent to the designer showroom-intensive, Scottsdale Airpark, GRACE MOTIF will initially focus on exclusive North American distribution of the A/V product lines that Caldwell has helped to champion over the last nine years. Namely; Artcoustic loudspeakers from Denmark, Cineversum projectors from France and Image Screens from Germany. Additional “best of class” brands in emerging categories as 4K video, ergonomics, lighting, system control and interface software, will be added to GRACE MOTIF’S offerings in the near future.

In addition to its 20,000 sq foot warehouse, GRACE MOTIF dealers will benefit from the company’s expansive demonstration and training facilities along with key value-added design and engineering support services like, riser design/viewing angle/sightline studies, screen Foot-Lambert and acoustical response and EQ modeling.

“For the last decade, I’ve been immersed in forging an important pathway between custom installation professionals and the professional design community”, said company president Caldwell. “GRACE MOTIF is the next logical step in my vision for bringing architects and interior designers together with custom installation professionals via best in class technology brands that blend seamlessly with the designers’ vision and the installers’ technical expertise.”

Luxury used to be defined as the accumulation of designer clothes, expensive jewelry and fancy cars. For some, it still does. But for a growing group of consumers, the new luxury is beyond a consumable. It’s something seriously different. It’s about owning top technology-based products and enjoying the “experience” they can deliver. Consider the four brands most admired by Americans with six-digit incomes in a recent survey by the marketing specialist Affluence Collaborative were Apple, Microsoft, Best Buy and Sony

Investing in a lifestyle experience that can improve one’s environment and well being, as well as elevate the experience of such mundane acts as watching movies at home or controlling the space’s climate, acoustics and lighting, is a growing and lucrative market trend. GRACE MOTIF fills the void for this increasingly desired technology in a thoughtful and stylish way. Its products and systems will never clash or seem out of place with one’s lifestyle and room motif.

“We define ‘luxury’ not as a price point, a status symbol automobile, or a large gem stone” asserts Caldwell. “Rather it’s the creation of uncompromising experiences that only our products and services can deliver. We welcome serving dealers who seek to elevate and differentiate their business though offering excellence in both product, and the experience they will deliver.”