Stand Tre Ci Luce, Light&Building 2010

Changing to renew

Tre Ci Luce has chosen the latest issue of Light & Building, one of the most very important exhibitions for the lighting industry, to present the important change of image that involved every aspect of their communication.

To emphasize this turn, they decided to revolutionize the exposure space, and we were commissioned the design of the stand.

The main focus of the briefing, then, was to characterize the exhibition space favoring the new communication lines (always performed by our agency), and to present the new products News 2010.

The visual impact of the booth is very strong and minimalist, according to the design of shown products and of the aesthetic philosophy of the company itself, while, from a functional point, the study of flows led us to a rational distribution, with entrances in the four corners and walls used for product display.

Very characteristic is the main wall, the one that faces the most crowded lane. The whole wall is paginates the claim used to launch the two new products news2010 (Vertigo and Light Runner): Drawing Lines for Projects. The idea is to recall the concept of the line that characterizes any project, and makes a reference to the stylized lines of the two new lamps.
For the occasion, we reported the claim, and we created the Vertigo characteristic lines by using the recessed Light Runner, which created a strong, bright graphic, highlighted by the black colour of the wall.

The colors of the stand (black for the exterior, green for the thickness of the boxed walls and white for the interiors to better show the lighting effect) reflect in the proportions and in the final appareance and the color choices made for the new catalog.

The entire structure is covered by a thick wooden ceiling, which becomes a very strong formal element for the definition of space, and which has the dual function of support for both: the lighting display and graphics to make it visible inside the pavilion.
The outer walls are set back from the ceiling line, to create a visual break, and to create the wall washing with the customer's products.

The exhibition of products, the essential element for the client's interests, is mainly from the ceiling and from inside and outside walls, and merges with the digital image and space in a single project in which light, exposure, contents and images create a suggestive exposure experience.