Emotional Lightwave

  • Fair
  • Philips
  • Light & Building 2010
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Brand architecture for Philips Light + Building 2010

Light is a very influencing factor for human perception. Thus light and its dynamics as well as colour spectrum decide about the emotional perception of spatial structures – in brand architecture, too.  


Light is a very influencing factor for human perception. Thus light and its dynamics as well as colour spectrum decide about how spatial structures are perceived. Therefore, light is the key to making this effect spatially tangible for Philips Professional Lighting at the Light+Building 2010. The result is a sensorial and tangible brand architecture: the Lightwave – a dynamic mediatecture of light, image and sound. An organically curved light membrane that is 260 meter long winds its way through the whole Forum at the Frankfurt Fair. It is an inspirational proof of the positive influence of light on human well-being.                           


Imbedded in a comprehensive 360° campaign before and after the brand experience, the spatial arrangement convincingly documents the performance idea and the leading position of Philips Professional Lighting in the area of LED lighting. In cooperation with DDB Amsterdam/DDB Bovil Eindhoven, the D’art Design Gruppe develops a comprehensive intermedia brand architecture as a holistic system composed of image worlds, text messages, animation and film. Thus the light wave can communicate and captivate with the core message "Feel what light can do" no matter what spatial situation and medium it is in.

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“It is very courageous (...), to reduce oneself to showing the effects of one's lighting devices without showing them. The large-scale light wall achieves extremely well to especially communicate the emotion of experiencing light - the warmth, the climates. The different facets of light that are communicated like light hues, well-being through light, dimming, atmosphere and music formed one huge unit. There is hardly a better way to put it into practice!”
Jurystatement, iF communication design award 2011
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Facts
    • Project
    • PHILIPS, LIGHT + BUILDING 2010
    • Location
    • Frankfurt
    • Category
    • Fair
    • Partner
    • DDB AMSTERDAM /DDB BOVIL EINDHOVEN
    • Photography
    • H.G. ESCH
Awards
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