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Democratizing the Future of Lighting

Light is an element present in our lives since the beginning of time, provided by tales and legends, sought to illuminate the shadows and give shape to matter, light is related to the evolution and discovery of the human being; makes movement perceptible, defines the real and manages to shape the imaginary. Light creates transparencies, volumes, reflections, information that we use and deal with unconsciously, but which have been used effusively by architects, designers, artists and scientists in recent decades, freeing themselves from their function and becoming an element as new possibilities.

The project developed began with deep inspirational research through works collected from countless artists who, working with light, created experiences and sensations for their spectators. Artists, designers and architects from all over the world, such as James Turrel (Pasadena, USA. 1943), Yayoi Kusama (Nagano, JP. 1929), Ólafur Elíasson (Copenhagen, DN. 1967), Carlos Cruz-Diez (Caracas, VE. 1923), Einar Thorsteinn (Reykjavik, IS. 1942) or Buckminster Fuller (Massachusetts, USA 1895).
In this way, we developed a basic installation in a transportable and easy-to-assemble module that would make it possible to move from commercial space to commercial space throughout the country and serve as an artistic installation accompanied by brief exposure of the brand, through three moments of passage. More than an artistic installation, the main objective was to create a piece designed for the customer's commercial journey, that is, through total customization made by the consumer, using a command or smartphone, or even through Alexa or Amazon Home.

At first, through an illuminated portico of smaller dimensions and without closed walls, which provides a starting and passing point, to be guided by a presenter.
Then we find the main module, the magic lightbox, which is composed of a cube of walls and a laminated ceiling, with different lighting systems that allow remote manipulation. This experience module serves to captivate and produce unique emotions for our viewers, as is to be expected from an artistic installation of this size. In this module worked and decorated like a house of the future, the spectator can manipulate the light in two different ways: 1 - manually, being able to manipulate each of the 4 moments of the division, understanding the mechanism and the possibilities applied to the environment not only of exposure but from your own home and 2 - through your voice with the help of an Amazon Alexa or Google Home tower where you can manipulate the global lighting of the space.
Finally, the third module (half the size of the main module) serves as a space for experimentation and information. This third module works with three purposes: Final space where the viewer can read and experience the product freely; Space that the spectator can enter without having to go through the entire exhibition, always referring to the complete experience and finally, the Spin-Off will also be applied in the retail areas of larger shopping centers.

In line with the actions exposed in the initial plan, and to understand the structure and relationship between the elements of the website and what is presented to the customer, detailed analysis and an in-depth study were carried out. The basis for this action was to understand the status of the website to produce a strategic plan that improves and increases effectiveness both visually and in terms of e-commerce results. In this way, we were able to boost sales not only in physical stores but also in mall stores and digital stores.

Then, we move on to an action related to Partnerships, aiming at the need to produce a study focused on how EGLO products are presented in the web store of partners and resellers. This study seeks to understand how the product is being presented, communicated and how it reaches the consumer.

In a fourth action, we address the client's social networks. Firstly, through a report that summarized the status of the client's social networks, that is, how the content is produced, what is its type, what is the content with the most interactions, how often and in what social media they are presented and which, within of these, is more evident.
Subsequently, we created an intervention plan to increase EGLO's presence as well as its communities and engagement.
Then there was the need to understand the communication of EGLO dealers on social networks, to understand how we could improve communication in the channels and make it more cohesive and impactful.

Finally, and in line with what the brand had already been developing abroad, we sought to develop a way to capitalize on EGLO's investment in television. Initially through a study to look for partnerships, product placement moments, advertisements and presentations in programs with high presence and visibility, close to the target audience.