Auralis, the group led by Andrea Citterio, presented an installation at Euroluce that investigates the multiple nature of lighting, in a dialogue between physical and digital. The new outdoor and indoor products and the best sellers of the Penta, Castaldi and Arredoluce brands were displayed in an immersive and multi-sensory concept
The Light House is a container without walls, an emotional, immersive and open space that focuses on light and its power, on the concept of staging, experience and people. With this project, AURALIS presented itself at Euroluce for the first time as a house of brands, i.e. the first integrated industrial cluster in the lighting sector that focuses on creativity and technological innovation, manufacturing excellence and design vision and that brings together the companies Penta, Castaldi and Arredoluce. The installation designed for the occasion is a multimedia scenario that explores the multiple nature of light, emphasising sensations and an artistic approach to the use of colour. Through a blend of the physical and the digital, the project creates an ideal connection between Earth and Heaven.
The Light House goes beyond the concept of an exhibition environment and embodies the synthesis of AURALIS values: the strength of a design manifesto and the lightness of a boundless environment, a museum of light in which an exhibition, an experiential video and a dialogue and discussion zone for customers and buyers coexist. This kind of scenic architecture allows the visitor to delve into the poetics of light on several levels. In the concept, space is given to The Show, The Window and Manifesto, three declinations of the same story, three perspectives on lighting that highlight its ability to enchant. It is a true path of discovery between landscape and technology.
The Show leads the visitor to discover the novelties and icons of the AURALIS brands on three levels of fruition, conceived as concentric circles. The first is a central hub dedicated to the outdoors, displayed in the form of an art exhibition in which light is expressed in the dialogue with the material nature of a series of stones. The second layer is the dynamic ceiling, a ceiling that radiates an inspirational light source. All around are eight magic boxes containing the latest indoor products and best-selling brands in this conglomerate that is unique in its kind. Strongly desired by Andrea Citterio, who leads the group as ceo, AURALIS focuses on a lifestyle concept of light, uniting Penta, which specialises in designer lamp collections, Castaldi, which offers technical-architectural systems for indoors and outdoors, and Arredoluce, which reissues the works of great masters such as Gio Ponti, the Castiglioni brothers and Angelo Lelii.
The Window is a window on the sky that interprets five natural light phenomena of a day condensed into one hour, through a multimedia set design. Sunrise, Storm, Sunset, Aurora Borealis and Eclipse correspond to the times of 6:30, 14:30, 19:30, 22:30 and 00:00. For each time a two-minute video is projected, interspersed with a 10-minute pause, so that the viewer experiences the splendour of five ‘exhibitions within an exhibition’: A new day, A quiet aftermath, The radiant hour, The arctic night and Celestial alignment. These phenomena and their visual representations move the rest of the installation within the stand, also activating the music, which becomes enveloping and sensorial. The intention is to tell something that will remain with the visitor, like a memory.
A Manifesto was defined with the same principle. Made up of 15 numbered posters dedicated to scenarios, products and designers, it encapsulates the exhibition strength of AURALIS, representing its different facets. These posters are designed to be given to viewers and bring the public closer to the suggestions of the group, which has a strong portfolio of illustrious signatures, including BrogliatoTraverso, Carlo Colombo, Neil Poulton, Marco Acerbis and Francesca Lanzavecchia, who has designed the new Gems collection for Penta, a family of pendant lamps that can be declined in different combinations. They are single-material glass creations composed of six elements that can be combined: three lampshades of increasing diameters fitted on a luminous body equipped with a sphere and a tube. This project confirms the company’s know-how and its vocation for contemporary excellence, able to promote the culture of light as a tool to improve people’s quality of life and to act as a forerunner in the redefinition of the lighting sector.
