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Before becoming involved with Procella, Ignace’s career was rooted in technology that serves storytelling rather than technology for its own sake. He spent many years in the cinema and visualisation industry, working at the intersection of engineering, product strategy and large-scale deployment.
Ignace reveals, “A significant part of that journey was at Barco, where I was deeply involved in cinema visualisation during a period when the industry was transitioning from film to digital, and later from traditional projection towards more advanced visualisation technologies.
“That experience was formative: it taught me how tightly image, sound and space are connected in shaping audience perception. You learn that immersion is never the result of a single component, it is a system and every element needs to perform at reference level for the experience to feel convincing.”
Ignace continues, “What this background delivered was not only technical understanding but also a system-level mindset. Large cinema projects demand consistency, repeatability and reliability across thousands of installations worldwide.
You learn to think in terms of standards, calibration, long-term performance and how technologies behave not in a lab but over years of real-world use.”
Ignace explains that what really resonated with him when the opportunity to become involved with Procella arose, was that the company was built on exactly those same principles, but applied to audio.
He underlines, “Procella has always approached loudspeaker design from a cinema reference perspective: accuracy, dynamic headroom, predictability and the ability to scale performance without compromise. That alignment made it very natural for me to help guide the next phase of the company’s development.”
What Ignace felt he could bring was a broader immersive perspective, connecting audio excellence to the wider ecosystem of image, room and perception. Not to change Procella’s DNA, but to expand it. The next phase was never about adding more products; it was about deepening relevance in a market that increasingly thinks in terms of complete immersive experiences rather than individual components.
As CEO, Ignace is responsible for setting the direction and enabling sustainable growth as the company moves into its next phase. As CEO and co-owner, he focuses on defining where Procella is heading and creating the conditions that allow the brand, the team and its partners to grow in a healthy and long-term way.
In more detail Ignace notes, “I’m closely involved in strategic product development and brand positioning, ensuring that innovation is driven by real use cases and long-term relevance rather than short-term market noise. At the same time, I work with the team to make sure Procella remains a company that is reliable and consistent to work with, both technically and commercially.”
Partnerships are also a central part of the role. Procella has always been a brand that operates through close collaboration with integrators, designers and technology partners around the world.
Ignace makes clear, “Delivering a great immersive experience doesn’t stop with the performance of our loudspeakers or electronics; it also includes how we support projects, how we communicate and how easy and predictable it is to do business with us. That partner experience is just as important as the result in the room.”
“Ultimately, my focus is on connecting technology, people and partnerships in a way that allows Procella to scale without losing what made the brand respected in the first place,” says Ignace. “Sustainable growth, for us, means building long-term relationships and delivering value consistently over time, both in the experience we help create and in the way we work to achieve it.”
Procella has never been a lifestyle or consumer brand. It was built to deliver cinema-reference performance and that intent is deeply embedded in how the company thinks about design, engineering and application. This was a huge incentive for Ignace to become involved.
He explains, “Coming from a professional cinema background, this structure immediately resonated with me. Procella approaches loudspeakers in the same way high-end cinema technology is developed: performance first, measured and repeatable results, delivering systems that behave predictably in real rooms, not just under ideal conditions. That mindset is rare, particularly in the residential space.”
Another important factor for Ignace was the brand’s credibility. Procella has a long track record of real-world installations in demanding environments, earning its reputation through performance rather than marketing and creating a solid foundation to build on.
Ignace enthuses, “Finally, I was drawn to the people, the passion and the culture. Procella has always collaborated closely with integrators and partners, listening to how systems are used in practice and evolving accordingly.”
From an installer’s point of view, one of Procella’s most distinctive strengths is consistency of experience. Regardless of the size of the room, the ambition is always the same: to create convincing, immersive, cinema-quality sound. Procella systems are designed so that this experience translates reliably from project to project.
Ignace adds, “Rather than working with a ‘good, better, best’ hierarchy, Procella thinks in terms of small, medium and large rooms. The goal is not to downgrade performance for smaller spaces but to adapt the system in a way that preserves the same sound, balance and impact. Every room deserves great sound and installers don’t have to compromise on quality simply because a project is more modest in scale.”
Ignace also underlines that support is hugely important. “We work closely with our partners during the design phase, system tuning and execution,” he explains, “and we understand the realities of working on complex installations. That collaboration helps installers work confidently and efficiently, especially in immersive environments where audio needs to integrate with other disciplines.”
Ignace outlines, “Recently, we’ve invested significantly in clarifying our message and telling our story more consistently across channels, from an updated website and more structured communication to a stronger presence on social media. The goal wasn’t to push products but to better explain our philosophy, our background in cinema and what that means in real-world home cinema environments.”
At the same time, the team has placed a strong emphasis on direct engagement through partner events and industry gatherings.
Ignace believes strongly that these moments allow for deeper conversations around system design, immersive experiences and best practices, conversations that are difficult to have through traditional promotion alone. The key is to build understanding and trust, both technically and commercially.
Together with improved operational support for partners, Ignace states that Procella has become more visible and more effective, not by being louder but by being clearer, more accessible and more present.
Ignace comments, “As Procella moves into a new phase, it became important not only to align around a shared direction but also to professionalise our culture, our processes and the tools we use. That foundation allows the team to collaborate more effectively and supports sustainable growth. However, we’ve been careful to preserve what has always made Procella strong: a hands-on, engineering-driven mindset and close collaboration with partners.”
This combination of strong teamwork and professionalisation has enabled Procella to move forward with confidence, allowing the brand to scale in a controlled way, bring new ideas to market more effectively and build on its heritage. All of this prepares the brand for the next phase of development.
Ignace describes what is ahead for Procella. “With a strong foundation in cinema-reference audio and a clearer way of communicating our philosophy, the focus now is on expanding relevance rather than simply expanding a product range. That means continuing to invest in areas where we can genuinely add value.
“You can expect Procella to keep strengthening its ecosystem, deepening collaboration with partners, refining how we support projects and broadening the scope of what we address as a brand.” Ignace points out that this will happen in a measured way, guided by real-world use cases and long-term sustainability rather than short-term announcements.
Summing up, Ignace confirms, “Importantly, the intention is not to change what Procella stands for but to extend it. The brand’s future lies in helping create immersive experiences that feel complete, consistent and well thought out while remaining true to the performance principles and engineering roots that have defined Procella for the past 20 years.”
