The Challenge For the 2023 edition of the Euroluce Fair in Milan, Flos sought to showcase six new lighting designs, each by a different iconic designer, in a way that captured their individual character and the brand’s forward-thinking ethos. The challenge was to create a visual language that could express both the technical sophistication and emotional essence of each lamp, while maintaining coherence across the full series.
  
Our Approach We approached each piece as a short visual portrait, designed to encapsulate the designer’s intent and the lamp’s spirit. Rather than relying on a single aesthetic style, we developed six bespoke worlds, subtle, sculptural, and immersive. Inspired by the form, material, and conceptual weight of each design, we let the object lead the storytelling.

The ExecutionUsing high-fidelity CGI and tailored art direction, we produced six individual films that combined product precision with cinematic flair. The environments were stripped down yet deeply evocative, allowing light and movement to take center stage. Carefully choreographed animation and sound design elevated each piece into a sensory moment of design appreciation. 

The ResultThe series premiered at Euroluce as part of Flos’s exhibition presence and became a cornerstone of their digital storytelling. The campaign offered a fresh perspective on lighting, not as static product, but as living experience. It positioned Flos not only as a manufacturer of objects, but as a curator of visionary design.