Flos USA
The Ask:
Luxury Italian light brand, FLOS, was launching a new US-based website and needed a writer to develop detailed, editorially-driven product and web page copy for their site.
Since 1958, this iconic Gino Sarfatti design has served as an ultra-modern representation of the traditional mid-century chandelier.
Every detail of this state-of-the-art ceiling light is exceptional, from the mirror-polish finish of its main steel structure to the way each bulb is fitted with its own horizontal arm and the graceful wiring meanders down the stem.
Inspiration behind the design: Renowned for his contribution to the modern architectural movement in lighting, creator Gino Sarfatti designed the FLOS 2097 Chandelier in accordance with his legendary utilitarianism and overall desire to create humble yet powerful pieces.
The Vibes:
FLOS has a storied history and offers incredibly high-end lighting created by some of the world’s foremost designers and light architects.
The Strategy:
There was a significant amount of content to work through for this site, and so my suggestion was to develop the main pages first before diving into the detail work of the individual pieces.
Radiant light, delicate balance: Like the other pieces in his IC Light Series, the IC Lights floor lamp showcases designer Michael Anastassiades' love of industrial simplicity as well as his profound technical skill.
The IC floor lamp from FLOS is a case study in balance. After watching a video clip of a contact juggler, designer Michael Anastassiades was inspired by the skill it took to spin and move the set of spheres around the juggler's body. His starting point was to capture the moment where the spheres seemed to freeze in place on the juggler"s arms and edge of his fingers, thus was born the IC collection.
FLOS lighting has been crafting incredible Italian objects of light since 1962. Playing with light (and its absence) is fundamental to the well-thought "flosophy" of FLOS. Combine this exploration of light with bold experimentation in shape, material and LED technology-plus the iconic ideas of international-acclaimed designers-and the result is poetic functionality at its best. Emitting a warm and beautiful diffused light, this contemporary indoor floor lamp features a blown opaline glass diffuser.
Inspiration behind the design: Poise is powerful. That's the message Michael Anastassiades offers with his IC Light Series. From the skillful balance of the sphere and baton that invokes thoughts of a dexterous juggler's act to the lamp's name-IC, a reference to the identity code used to evaluate immigrants entering the UK-the designer makes a commanding statement.
Created by the Bouroullec brothers in 2010, the AIM ceiling light is a design stripped to its most basic-and beautiful-essence.
This innovative form of modern pendant lighting is constructed from a varnished aluminum sheet with a photo-etched optical PC (polycarbonate) shade.
The internal reflector is photo-etched ABS. The cable can be adjusted to allow the fixture head and light distribution to be aimed in whatever way you choose. The cable has a total length of 354" long = 29.50 feet = 9 MT. Available in classic white, black and bronze in addition to new lively colors introduced in 2021 Anodized Blue Steel, Anodized Green, and Anodized Light Silver. The AIM pendant provides direct lighting and is available in two versions: hardwired or plug-in. 1. AIM - Hardwired: Connects to wall-switch by hardwiring to a 120V junction box (no additional LED driver is required). Comes with a 5" diameter canopy.2. AIM - Plug-in: Switch and cord that you can plug into a socket, non-dimmable.
Inspiration behind the design: When they created the AIM ceiling light, brothers Ronan and Erwan Bouroullec wanted to keep its core essence limited to the source of light and its cord. By doing that, they ensured that the AIM is versatile enough for any setting not only because of its appearance, but also because it provides a convenient, easily "aimed" light.
The Result:
My only regret about this project is that I didn’t get paid in lights—the amount I learned about different designs and designers could make me a Jeopardy champion. I am proud of how I helped introduce this incredible brand to US customers, and grateful that even six years later my copy remains untouched on their site.
Subtle yet striking, the KTribe floor lamp by Philippe Starck provides diffused light through a transparent diffuser that gracefully moves the eye upward.
The base, rod support, and diffuser support are die-cast, polished, and chrome-plated Zamak alloy. The rod is polished aluminum. The opal inner diffuser and support for the lamp holder are injection-molded PC (polycarbonate). Outer diffusers are transparent PMMA (Polymethyl methacrylate), available in silver or bronze. The upper ring is injection-molded PC, and is completely transparent (or transparent brown for the outer bronze diffuser).
Inspiration behind the design: French designer Philippe Starck is known for an ability to create objects that "demand the most from the least," and the Ktribe-F is no exception. Streamlined and smart, it pushes boundaries while reflecting his focus on positive reduction and environmental consciousness.