Among architectural elements, design and numerous green areas, behind the black walls of our stand, we conceived a concept enabling the product to play a leading role and to be free from any setting, so that it could be independently interpreted as a work of art.
Synecdoche “Rhetorical figure of speech whereby one uses a word figuratively to mean more or part of its whole.”
This is how we decided to interpret the technological design of the 6 top products in our stand at Euroluce. The theme was dealt with by extrapolating the main characteristic of each lighting fixture to describe its entirety.
The products were installed in such a way as to enhance not only the design itself, but also the material component, highlighted by installations that suggested shapes without, however, translating them into meaning.
In this way six environments were created with iconic forms, characterized by pure, almost dreamlike elements, which complemented and at the same time drew attention to the minimalist lines of the products on display.
Euroluce also presented a small preview of the new professional collection, such as the small Dot and Laella path marker lights, along with some architainment products such as Archiline RGBW bars, an evolution of façade lighting profiles, and Paseo Move used in the dynamic media facade behind the counter: the special diodes inserted can be controlled individually, allowing you to use the bars as a kind of projection screen.
The heart of the stand focused on grow lighting technology (in partenership with Bulbo), represented by the now famous Chlorophyll, which allowed for 25 aromatic plants to be grown, and the new Xilema Grow collection, perfect for the cultivation of indoor vertical gardens.
And of course, the Red Dot Award 2016 winner, 2nights, was also featured, with its four different moods lighting up our Milan days.
Have you breathed the light?
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