Italian lighting company iGuzzini has redefined how it presents its products with the Light Experience, a 15-minute presentation, offered in six languages, where designers can see first-hand the dynamic functionality of the company’s luminaires. Architectural Lighting spoke with vice president Massimiliano Guzzini at Light+Building to learn more about this unique format.
How did the concept for the Light Experience come about?
We developed this about six years ago and have now used it for the last three editions of Light+Building. We wanted to find a way to communicate our company values and how that is expressed through the technical features, innovations, and capabilities of our luminaires.
How does this year’s stand design, which features Piero della Francesca’s painting Ideal City, tie in?
It’s always been important for us, as a company, to showcase innovation, design, and culture. Light is an important tool that goes beyond architecture; it impacts society and culture. The idea of the city and the skyscraper were born in Italy. We wanted to present an artistic element that is Italian but also belongs to all of society. Every age has been trying to figure out the form of the ideal city in which we want to live. The topic, and the painting, are as relevant today as it was when it was painted in the 1470s.
What’s the takeaway that you want visitors to have after seeing the stand and the Light Experience?
We have created an ecosystem for people to come and see the Light Experience and the product tables so they can get ideas. We want them to be able to touch the products and visualize solutions.
Will the Light Experience be incorporated into your showrooms?
We are exploring the possibilities. We always want to be providing solutions to the daily needs of the specifier. •