Light builds brands
Presentation date: 25. October
Presentation time: 10:15
Brand and identity are intrinsically linked, but they are not the same thing. The speakers will discuss how lighting can build and support brands both in retail environments and in companies’ office spaces. A brand stands for a specific culture and the built – and lit – retail environment where branded articles are on display can support that. Hospitality and food and beverage providers are well aware of this. Commercial companies in general also represent a brand. Their office environments need to underscore the identity of the company as well as responding to the needs of the users.
Introduced by
Paul Traynor/UK, Light Bureau
Paul Traynor established his lighting consultancy after working as in-house specialist for two of the UK’s major architectural practices. Twenty years later, Light Bureau has grown to become a world class consultancy with offices in London and Oslo and since 2017, is part of the Scandinavian powerhouse, ÅF Lighting.
The practice is formed of international designers, is wholly independent and embraces resourcefulness, simplicity and enduring design. Key projects include the new NATO Headquarters in Brussels and the Royal Academy of the Arts in London. Paul was President of the Professional Lighting Designer’s Association (PLDA) and lectures on the highly respected distance learning Master’s programme at Wismar University of Applied Sciences. Embracing strategic design, Paul retains an active design role in the business, as well as leading the in-house Academy programme for the ÅF Lighting group.
The studio values cohesive design, with emphasis on the user experience. The core of Light Bureau’s design approach is resourceful creativity – using fewer but better tools and devoting more attention to delivering each project; the additional time invested creates more value, resulting in what the practice calls Light as Craft™.
Introduced by
Paloma Plumed-Martin/UK, Light Bureau
Paloma never played with Barbies or Gameboys when she was little, but spent her time crafting houses for the Barbie and Ken from paper soaked in water, or any other construction material she could get her hands on. Unsurprisingly, her next step was to enter architecture school, but having practised architecture since she was a toddler, she was drawn to the realms of landscape design, parametric architecture, restoration and lighting. There was always something about the intangible qualities light has as a material that intrigued her – so much so she decided to go back to school for another year after seven years of studying architecture to gain a Master’s degree in lighting. She continued her career at Light Bureau and brought her intuitive strategic mind, holistic thinking and conceptual strength to the company, and has excelled on projects working side by side with world renowned artists, urbanists and architects.
The studio values cohesive design, with emphasis on the user experience. The core of Light Bureau’s design approach is resourceful creativity – using fewer but better tools and devoting more attention to delivering each project; the additional time invested creates more value, resulting in what the practice calls Light as Craft™.
