FEEL WHAT LIGHT CAN DO by D'ART DESIGN GRUPPE for Philips

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FEEL WHAT LIGHT CAN DO

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Industry Electronic Devices & Home Appliances, Shows, Events & Festivals
Media Design & Branding
Market Germany
Agency D'ART DESIGN GRUPPE
Released April 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: PHILIPS LIGHTING
Product/Service: LIGHT SOLUTIONS
Agency: D'ART DESIGN GRUPPE
Date of First Appearance: Apr 11 2010
Entrant Company: D'ART DESIGN GRUPPE, Neuss, GERMANY
Managing Director: Jochen Höffler (D'art Design Gruppe)
Managing Director: Guido Mamczur (D'art Design Gruppe)
Interior Designer Management: Klaus Müller (D'art Design Gruppe)
Communication Designer: Jan Kischlat (D'art Design Gruppe)
Interior Designer: Olga Mocek (D'art Design Gruppe)
Interior Designer: Jin-Young Choi (D'art Design Gruppe)
Media placement: Trade Fair Stand - Light+Building 2010 (Germany) - 11 April 2011 - 16 April 2011

Describe the brief from the client
- Trade fair stand at L+B 2010 according to the 360° marketing campaign "Feel what light can do".
- Visualise the market leadership LED.
- Visualise the topic "Feel what light can do" on 1,000 sqm (fair hall of the Forum at the Frankfurt fair).

Describe the challenges and key objectives
Philips presents itself at Light+Building 2010. Its LED market leadership is to be visualised. According to the Philips topic “Feel what light can do“ the objective is to spatially show at the fair light’s positive influence on the human mood. It is about presenting solutions for the optimal use of light. LED technologies and solutions should be linked to the name Philips. With the fair appearance, Philips Lighting wants to enhance the service and the closeness to the customer. The message “Feel what light can do“ is to be conveyed to architects, the whole lighting sector and end consumers.

Describe how you arrived at the final design
Philips visualises the importance of light for the human well-being in the context of the Light+Building with a 360° campaign before, during and after the fair. A light architecture translates the topic “Feel what light can do” into the 3rd dimension: The “light wave”, an illuminated fabric membrane, bathes the fair hall with a choreography of sounds, colour and image worlds. The topic areas communicate with the light wave. The influence of light is felt through the light wave and understood in the topic areas. Guerilla actions and light arrangements at Luminale carry the topic into the public.

Give some indication of how successful the outcome was in the market
Internal and external employee and visitor surveys looked at the extent to which the fair participation had a long-term impact. In addition to traditional trade and crafts customer groups, Philips noted an increased interest from architects, planners and investors. Marketing Director C. Müller-Theile summed up: "We have successfully secured a clear leading role on all levels of the LED lighting sector. We received a lot of very positive feedback at our trade fair appearance (…) primarily for the successful communicative combination of light and emotion." This has been the most successful trade fair for Philips Lighting since founding of Light+Building.