Lighting Launch NYC
Joby asked me to launch their new lighting products by renowned industrial designer Peter Stathis during New York International Design Week. As their first foray into the domestic lighting market, the launch needed to establish the brand's credentials as innovators in both design and technology. My strategy was to place the brand within the heart of Design Week and the world of contemporary design.
I built a relationship with CITE on Green St, one of New York's leading design retailers, and brought a lighting exhibition to the store for the entire design week.
I created vitrines of obsolescence holding tungsten filament and fluorescent light bulbs as a landscape for the new forms and technology of LED to sit upon.