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Got a Light
No city would be complete without a trippy piece of public art, and Philips Lighting's (part of Koninklijke Philips N.V.) mini metropolis was no exception. An eye-catching custom-built chandelier hung high above the exhibit's reception desk. The light fixture resembled the pipes of an organ and comprised 36 diffused 2.75-foot-long cylinders containing color-shifting Philips LEDs.
photos: Global Experience Specialists Inc.
City of Lights
BRONZE AWARD
Category: Lighting Design
Exhibitor: Philips Lighting (part of Koninklijke Philips N.V.)
Design/Fabrication: Global Experience Specialists Inc., Foxborough, MA, 508-408-2202, www.ges.com
Show: Lightfair International, 2013
Budget: $750,000 – $999,000
Size: 60-by-170 feet
wenty-three brands inside one parent company's booth can feel a little like too many cooks in the kitchen. That's what Philips Lighting, a division of Dutch tech giant Koninklijke Philips N.V., concluded after Lightfair International (LFI) 2012. So for LFI 2013, the company shifted its exhibit-marketing objective from being individual-brand focused to promoting its new "One Philips" initiative. Thus, with the help of Global Experience Specialists Inc., Philips created a sort of illuminated metropolis.

The 60-by-170-foot exhibit was divided into five scenes, from restaurant and health-care to office environments, each outfitted with Philips products, be it discreet track lighting or elegant hanging luminaries. It was a design that judges touted as "dramatic" and "well executed."

Attendees entered Philips' pseudo city beneath a 50-foot-long, 6-foot-wide stretched fabric panel, lit from above with color-changing LEDs. Staffers then led attendees on a city tour. The first stop was the office, which featured three cubicles lit with soft overhead lighting. Then, the tour moved into a rustic retail space adorned with 14 rough-hewn wood beams and apparel on display amid ropes, bridles, and buckles accentuated by 14 sets of track lighting.

Next, attendees entered a hospital setting, where lighting elements shone in delineated acute and long-term care units. The health-care scene transitioned into an outdoor park, featuring live junipers and luminary poles reaching 8 to 14 feet in height. The tour ended in a hospitality space fashioned after a Parisian pâtisserie, where attendees talked about their lighting needs while enjoying frothy cappuccinos and croissants beneath eight frosted pendant lights.

By erecting a suitable context for its products and taking customers on an experiential journey, Philips proved its exhibit could rival even Paris for the title "City of Lights."




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