17 Oct The light of the future – CRYROCK, candidate for the Archiproducts Design Award, at the Crocus in Moscow – IFDM editorial
The light of the future – CRYROCK, candidate for the Archiproducts Design Award, at the Crocus in Moscow – IFDM editorial
Crocus Expo in Moscow welcomes the new collections of Euroluce – Light of Italy and of Twenty Brand Design. Also on view: the Cryrock suspension lamp, a candidate for the Archiproducts Design Awards
Completely made in Italy, with a fully international spirit. Euroluce – Light of Italy therefore has to be on hand for the 15th edition of the Salone del Mobile.Milano Moscow, on view from 9 to 12 October at Crocus Expo. Starting with the Russian market, accounting for 40% of sales, Euroluce launched its program of international expansion in 2009. Along with the rest of Eastern Europe, this has become the market of reference for the company.
For the event, the displays show the latest developments from the company guided by Michele Losito: “During the event in Moscow we are showing the recent creations of the Elegance line, with the Classic and Contemporary collections, alongside the latest items of our new trademark Twenty Brand Design. A true preview of future trends in interior lighting, enabling us to come to grips immediately with the challenges of the market.”
In Moscow Euroluce presents the new chandeliers Cascade, Focus and Hanami now joining the Elegance collection. The first reproduces a cascade through pendants in hammered glass, available in transparent, amber and viridian tones.
Versatile and adaptable to any space, Focus – composed of three diadems of gold and diamonds – takes on various geometric forms. With Hanami (which means ‘to look at flowers’ in Japanese) there is another reference to nature: the glowing representation of a blossoming cherry tree.
The maximum craftsmanship that goes into Euroluce’s production allows the company to explore wider creative horizons, also in stylistic terms. The classic collections are thus joined by contemporary experimentation, as seen in the collection of Twenty Brand Design. One emblematic piece is the Cyrock lamp designed by Nunzia Acquaviva, shown for the first time in Moscow.
A work with artistic characteristics, in an unusual mixture of materials: a crystal rock made in Tuscany, an LED filament and a structure resembling a metal cage with silver welding. Thanks to this image, Cyrock is a candidate for the Archiproducts Design Awards 2019, the international competition that honors various categories linked to the world of design.
The trademark Twenty Brand Design has been created for the 20th anniversary of Euroluce, when the company launched the contest NEWNOW.19 aimed at young designers and creative studios. The winning projects, by Daniel Becker (Berlin), Alberto Ghirardello (Milan) and Studio Sovrappensiero (Milan), have been inserted in the brand’s collections.
For a successful company to stay that way, it has to foresee the future. “We are aware of the effort that awaits us in the months to come, in relation to the competition raging on the market – says CEO Michele Losito. – This is why our work is oriented towards grasping signals and forecasting trends. But we are also in the avant-garde on the front of services, with our Contract operations, offering turnkey solutions, thanks to a team of designers and professionals who create solutions made to measure, in tune with the needs and ideas of the client, talking factors like architecture, safety, security, energy savings and automation into account.”