Euroluce, A History
May 4, 2017 12:40 pm
Every two years, Euroluce lights up the Italian Salone del Mobile. All eyes are focused on Fiera Milano, where the most famous lighting companies from all around the world present their new collections.
Up until 2010, Lzf had exhibited in the prestigious Zona Tortona’s Super Studio Più, coming to Euroluce for the first time in 2011. Ever since then, LZF has challenged the concept of a trade show booth by creating fresh spaces that provide smooth sensations for the hard walking show visitor, often becoming a pivotal point in the area. Elevating their concept of “Wood touched by Light” to a higher plane, LZF always delivers a theme which is coherent with their way of thinking, expressing their products through well thought out campaigns that draw you to their brand.
2011: Lzf featured the Armadillo lamp by Luis Eslava.
The booth contained a screening room where they presented a motion graphics movie in which the Koi
was introduced as a concept that later become a lamp in 2015.
Two years later, the magnificent Candelabro
became the central table dressing crowning the LP carpet, and LZF presented Milan with a Red Dot prize winning campaign,
The campaign came complete with its own soundtrack by Musician and producer, Rithma
from LA, along with Blue Note record cover inspired graphics and our own edition music CD.
In 2015 Koi became King. The creature from the motion graphics video sprung to life through the collaboration with local artisans, and our Lifesize collection came into being.
Our last edition, 2017, broke all the moulds. A 100m2 booth full of light and colour thanks to the New Collections: Stitches, Banga, Large Escape and Kim and the stand design of Chmara.Rosinke created a living oasis in the middle of a sea of lighting sobriety. Crowned by the new colour pink, the booth took a prominent position between Artemide and Foscarini.
See you at 2019´s Euroluce!