Milano, 15-16th April 2011
I have a confession to make…I had never been to Euroluce at the Fieri Milano before. I have raked up 12 visits or so to Hanover and Frankfurt’s Light & Build over the last 25 years, but never Milano. After my first day at the fair I think I did not miss too much… I do not mean it in a derogatory way, but the Milan fair is really about “decoration”, furniture and lighting. In lighting that means emphasis on the decorative side of lighting, floor, table lamps and decorative pendants, etc. Architectural lighting more happens as a side show. The fair grounds are certainly as big as Frankfurt but the lighting only takes up 4 halls.
All the big Italian players are represented of course, the Artemide’s, Foscarini’s, Fontenarte’s, Vibia’s, Flos, etc, but also the big leaders such as Zumtobel and Philips. These are basically the outstanding stands. Some of them using big name designers such as Philips Starck (FLOS) to design their new product ranges and lend credibility to the concepts. Using big name designers is quite a big trend nowadays. I must say there are some very clever concepts out there and specifically FLOS is making big efforts to integrate everyday living into their lighting designs. Decorative lights with Ipod docking / charging stations…? Yes, several concepts displayed have these…clever idea, don’t we all have an Iphone or Ipad in need for recharging all the time! Of course LED is integral to most developments as well but interestingly I still found many traditional halogen developments…old habits die hard I guess…
The use of Ipads for product information was also omni-present, specifically the Philips stand seemed to use heaps of them allowing the visitors to flip through the product info literally at the flick of a finger… Overall I was not over impressed with the fair…while I bumped into several colleagues in the lighting business; it does not have the same buzz and quality as Frankfurt. It is more a fair for interior designers and the like. I mean this from the perception of architectural lighting designers. I did get some creative stimuli…and that is really what these fairs are about. Not only to update yourself on what is new, but also to get inspired and network with your friends in the industry, after all the lighting community is a small world and we are mostly one big family and friends.
I am off to go enjoy another day at the fair and the delicious spring weather in Milano…Ciao!
In Light Watch a few mood pictures of the fair. Note that the Zumtobel stand is more a restaurant and bar…The picture I captured top right is the Zumtobel trattoria with freshly cut Parma ham 🙂 … What lighting?
Light Watch 74: Mood pictures from Euroluce 2011