Cosmos Magazine EN by AEC ILLUMINAZIONE SRL

International AEC Magazine

JUST A MATTER OF SENSITIVITY

Designing luminaires, respecting the environment STAMPA IN QUADRICROMIA

A COMPARISON OF TWO MARKETS CYAN 100% MAGENTA 72% YELLOW 0 NERO 18%

NERO 35%

Light up spaces for different cultures STAMPA IN PANTONE CON ARGENTO

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ARGENTO pantone 877

LASER TECHNOLOGY

Could it be the next challenge in the lighting market?

April 2015

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ARGENTO pantone 877

I‘m proud to introduce you to the first issue of Cosmos: the new magazine published by AEC ILLUMINAZIONE. It has been written for lighting designers, architects, engineers and lighting professionals. Today LED technology is completely transforming the way we design with light and it’s our duty to take advantage of it. In this issue we would like to show you how our company is becoming linked to and focused on this technology. The world of lighting is undergoing a revolution. Every day we face new challenges with determination, aware of our great potential, “bringing know-how worldwide”. This is our mission. With Cosmos, we want to spread our ideas, share more about our company, discuss the lighting market, and debate the engaging world of technology. What makes us different is our ability to adapt and compete. But, above all, what matters is how we make our product and philosophy noticed in the market. But this is not enough. It’s crucial to know and meet our customer’s needs - focusing on them and offering an efficient and “100% Made in Italy” product. Cosmos is dedicated to the fascinating world of light. But there’s much more to light than that: innovation, passion, technology and ecology. Enjoy reading this launch issue. Alessandro Cini CEO AEC Illuminazione

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A RECORD NUMBER

Goal achieved MORE THAN 200,000 ITALO LUMINAIRES

INTERNATIONAL AEC MAGAZINE April 2015

INSTALLED IN LESS THAN A YEAR SINCE LAUNCH LORENZO CINI

8 10

A young businessman’s point of view AEC MOLDS

When innovation defines you JUST A METTER OF SENSITIVITY

An interview with Raffaele Benedetti, AEC Product Manager MILAN HAS CHANGED With ITALO, the city is ready for the EXPO 2015

INDE

ITALO HAS ANOTHER NEW STORY TO TELL, THE ONE OF TURIN

UNICREDIT TOWER 36

ITALO IS THE KEY FOR ENERGY SAVINGS 38

The image of a new Milan ON THE ROAD

The photographer Francesco Langiulli A COMPLEX MARKET

40 UNDER THE TUSCAN SUN

Labib Makkouk HELLO GERMANY

IL FALCONIERE A DREAM OF A LIFETIME

AEC opens a new local sales branch

Relais & Chateaux il Falconiere & Spa NORWAY GIVES WAY TO GROWTH

NEWS 2015

Galileo | Eco•Rays | Master THINKING ABOUT THE FUTURE

Audi R8 LMX, the first model series in the world with laser headlights DON’T EXPLAIN PHOTOGRAPHY JUST LIVE IT The photographer Vidar Moløkken

A RECORD NUMBER The world of public lighting is undergoing a technological revolution. The success of LEDs has put manufacturers at the forefront of an ambitious challenge. Innovation, investment and a professional know-how are the basic requirements to deal with this increasingly difficult and demanding market where only companies providing performing solutions can survive. Even with a difficult economic situation like that in Italy, LED lighting is driving the market because it is a technological lighting solution able to significantly reduce energy consumption, environmental impact and maintenance costs. In the context of the market, AECâ&#x20AC;&#x2122;s results are on target: the company turnover grew by 17% in 2013 (compared to the previous year) and the trend in the second quarter of 2014 witnessed a further 30% growth compared to the same quarter in 2013. Most of this success is due to LED street lighting where AEC is the undisputed market leader.

Goal achieved A RECORD NUMBER | 5

The company has turned into an international reality: AEC is now present in over 44 countries around the world, especially in Europe, the Middle East, Asia and the Pacific. “The Italian market is undoubtedly stagnant, but thanks to recent important projects, we can boast good results even in Italy. There’s no doubt that we achieved the greatest satisfaction from overseas: Europe, especially the Northern countries, the Middle East, UAE, Qatar, Bahrain, Australia and New Zealand” said Alessandro Cini, General Manager of AEC. The company is known for its quality and design: “best in class” products e ntirely manufactured in the Italian headquarters in Arezzo, Tuscany. “Undoubtedly, this is one of the reasons of our success. We manage the development of the product at every stage from design to manufacturing. Undeniably ‘Made in Italy’ products stand out for their excellence and quality” continues Alessandro Cini.

Investment is the word at AEC. “In order to ensure high-quality products we must continuously invest in technology upgrades, at AEC we have state-of-the-art machinery with a high level of automation on all the production lines. In 2013, we invested approximately €6m in order to become even more efficient and ready to answer the constant market demands for new products. The product life cycle is getting shorter and shorter, due to the continuous improvement of LED light sources. In order to stay competitive in the market, we must constantly update our products in the shortest possible time offering flawless technical solutions” says Cini.

There are new and extraordinary challenges for the company too by this year, AEC will install more than 85,000 ITALO luminaires in Milan and is also involved in several other energy-savings projects. “The good news is that many other Italian and foreign cities are investing in energy efficiency “ says the AEC General Manager. The AEC R&D department is now working on new, high-efficiency luminaires. “2015 will represent an historic date for the company. It will mark its entry into the indoor lighting market.AEC will continue to develop solutions for energy optimisation but this time with an eye to industrial and commercial buildings. We are looking to the future and we are ready to fight this challenge” says Cini.

Why the decision to produce interior lighting? “We are completing one of our product ranges with a different installation solution. I’m optimistic about this particular market. I believe that more and more industries are going to invest in their facilities in the medium term in order to become more energy efficient. Industrial fixed costs are an important and influential voice on the balance sheet and their optimisation is getting increasingly necessary. So this market is looking for realistic solutions, which ensure short-term amortisation and reliable, effective energy savings” says the AEC General Manager. “An ambitious and exciting challenge. I strongly believe in our technology, which is the result of years of hard work, investment and passion. Energy efficiency and environmental respect are issues of great importance and strategic points for our businesses” concludes Alessandro Cini.

A RECORD NUMBER || 7 30 - UNA CIFRA DA RECORD 7

More than 200,000

ITALO luminaires installed in less than a year since launch.

MORE THAN 200,000 ITALO LUMINAIRES INSTALLED IN LESS THAN A YEAR SINCE LAUNCH | 9

Courtesy: Pamela Nocentini

A young businessman’s point of view

LORENZO CINI Vice President

AEC was founded in 1957 by Cino Cini. Now the third generation is playing an important role. What are the key strengths and what are the prospects for the future? I think that much of the credit must be attributed to the main players who have created all this, starting from my grandfather and now my father (the CEO). They were able to manage the company well, deeply believing in this project and dedicating their life to this fantastic enterprise. Now the third generation, represented by myself and my two sisters, is already at work and strives for an ambitious goal. My role is a very responsible one and I work daily with professionalism and passion. I’m sure these are two fundamental things to continue to get significant results. Today AEC is an example around the world and the goal is to reach an even higher level of success. In fact, we are working hard to build an organisation that consistently operates overseas with reliable markets that may constitute a rigorous economic basis.

A YOUNG BUSINESSMAN’S POINT OF VIEW | LORENZO CINI | 11

THE THIRD GENERATION WILL On the subject of foreign markets, what is the actual situation and what are the predictions for future development?

Your luminaires have an incredible success both in Italy and abroad. What’s the secret?

What is AEC’s reaction to LED technology?

The company is already well established overseas. In 2013, the International turnover represented 45% of the total sales, and the percentage is increasing. We have already started an intense internationalisation process with fitting results. AEC works in more than 44 countries worldwide and we’ll invest resources in new markets and growing economies.

Thanks to non-stop investments, our product range represents the best solution everywhere. Our R&D department is stronger. In the last 7 years, AEC has invested around 25 million Euros on laboratories, new machinery, automated assembly lines and new production areas. Every market is different from the other but we consider the product quality is essential all over the world. It’s the key of our success. AEC has become a leader in street and urban LED lighting thanks to economically sustainable and high performance products. Another significant aspect is the design. We really give great importance to it at every step of the product engineering. I think everyone can distinguish AEC products. Every lighting company has to offer luminaires with the right visual impact according to the external surrounding. It’s also very important to provide an adequate light in harmony with the environment even during daylight hours, when the luminaire is turned off.

We started the “adventure” with LED technology in 2006 when it wasn’t suitable for public lighting. Today LED fixtures represent the highest part of our sales. To get to these levels has not been easy. This technology has forced us to change both the projection and production area. Over the years, we’ve become a company specialising in electronics. For this reason today we must collaborate with a highly qualified team working in specific production areas. AEC has also greatly enhanced the R&D department, in order to allow us to follow all the technological innovations and to be the first to test new high-tech solutions. We have had to react quickly to all the changes imposed by LED technology, we consider ourselves pioneers.

WRITE THE FUTURE FOR AEC One of the most frequent issues in the public lighting sector are SMART CITIES. What is the added value lighting can bring to them?

Which are the countries that are more sensitive to the energy savings issue?

Is the global economic situation affecting the lighting market?

We give very much attention to the SMART CITIES issue. LED technology gives us many advantages, allowing other useful services for citizens and councils. It’s possible to integrate video surveillance systems (for making the city safer), to make the luminaires even more intelligent and have less energy impact. AEC is strongly in favour of technological innovations and this is the reason why we’re constantly engaged in research. We cannot ignore all the opportunities electronics give us today. We have already carried out some pilot plants with these characteristics getting some good results and I think it will be possible to look more concretely to these advanced systems.

I think Scandinavian countries are the ones who dedicate more attention to this issue, minimising the consumption and living with lighting levels that are low but uniform. For lighting roads, for example, the average power used hardly exceeds 30W of the absorbed power.

The global economic situation effects the company decisions from a financial, commercial and technical point of view. Investments are concentrated in markets with stable and growing economies, excluding markets that may have potential but are unstable. The lighting market has become extremely selective both on the product and lighting company decision. You have to engineer technological solutions that achieve the best technical and economical compromise.

A YOUNG BUSINESSMAN’S POINT OF VIEW | LORENZO CINI | 13

WHEN INNOVATION

DEFINES YOU

AEC is dedicated to in-house production versus outsourcing and in 2014 it has invested â&#x201A;Ź3m in a manufacturing area totally dedicated to the manufacture of moulds, mechanical equipment and projects prototypes, named AEC MOLDS. AEC MOLDS - WHEN INNOVATION DEFINES YOU | 15

AEC MOLDS - WHEN INNOVATION DEFINES YOU | 17

Courtesy: Pamela Nocentini

A professional team work within this wide and technological area using advanced 3D CAD systems (for moulds and mould filling simulation software and moulding process). AEC uses the most modern and technological machines: machines tools at 5 and 3 axles, electrical discharge machining and grinding. AEC MOLDS Dept. is constantly evolving and Leonardo Lotti will introduce the longer-term benefits of this high-tech world to the market. “AEC MOLDS is a very impressive facility where die-casting aluminum, sheet metal stamping, plastic injection and step-slices are produced. They can reach 14 tons of size and can be mounted on a 2,500 tons die-casting machine. Of course, a well designed and manufactured mould gives rise to a high quality product, guaranteeing the characteristics over time” says Leonardo Lotti, Moulds & Die-Casting Manager of AEC.

What kind of activities are carried out by AEC Molds staff? In addition to the specific activity of mould creation the team collaborate with the R&D dept. on product development and the necessary components. This is critical work, which after intense and accurate theoretical planning, leads to the creation of our lighting systems. For us, it is an extraordinary and technological world. The casting of aluminum, for example, is simulated initially from 3D models. This allows us to refine design and technicality, finding the best technological compromise.

AEC MOLDS - WHEN INNOVATION DEFINES YOU | 19

What about the practical difficulties? Here at AEC we have to strike a perfect balance between the design complexity and feasibility. The new technologies, in particular those related to LEDs, have made it crucial to develop cooling systems, allowing the LED source to operate efficiently over time. This makes the cast bodies increasingly complex. In addition to this, our ambition is to reduce environmental impact as much as possible. The luminaires weight must be a perfect blend of strength and weight. The reduction of the jetâ&#x20AC;&#x2122;s thickness, in die-casting of aluminum, in conjunction with wide moulding surfaces, represents another daily challenge that requires a careful project on the mould power systems and a perfect study on the thermoregulation circuits.

How does this new team collaborate within AEC? We define our work like a wide and complex sphere that includes the participation of both internal and external partners. From our architectural studio for the concept analysis, to the department responsible for product development, to a specialist team in charge of prototype production. AEC considers functional internal and external communication a priority, in order to guarantee an excellent operating system. In addition, AEC Molds staff also repair all the moulds that come from the same internal area qualified in moulding and sheet metal stamping. In order to create a high quality product we have to cooperate with extraordinary and proficient people.

Who are your main suppliers? The companies who specialise in plastic materials moulding and die-casting foundries are the main suppliers with which we share our know-how on a daily basis. Of course, we need to be constantly integrated with their production in order to perfectly refine our own processes, solve problems in record time and, last but not least, experience the production process first hand. Steel suppliers are also a part of our supply chain, in particular for die-casting moulds. The aluminum moulding of our fixtures, require very low cavity filling times, due to their structure and their reduced thickness. This represents a problem for the steel mould, generating ongoing heat checking so the aesthetics of the parts are not damaged.

AEC MOLDS - WHEN INNOVATION DEFINES YOU | 21

What are the main advantages that AEC gains by an internal department completely dedicated to the projection and moulds construction?Â The life time of LED products is constantly evolving, leading us to react with fast-paced product development. However, our knowledge together with the simulation tools on the moulding process, allow us to identify the best design route from the beginning, generating luminaires with efficient and technological moulds.

What about the benefits that a customer can expect from AEC MOLDS? We can give you a very simple answer - high-quality standards. We must not forget that if a client requires a special product we are able to start immediately with the production of moulds, significantly reducing the lead time. Today the luminaire can be considered a simple and sometimes trivial tool to light the spaces surrounding us, but for AEC it represents much more. We live and study lighting every day, and we hope everyone can perceive the intensity, the passion and love we dedicate to every detail of our products.

AEC MOLDS - WHEN INNOVATION DEFINES YOU | 23

The wire erosion machine uses a stretched conductive copper wire. This wire is used as an electrode to cut the pieces to be wrought. This is a state-of-the-art technology that allows AEC to shape the metals once theyâ&#x20AC;&#x2122;ve already been treated. The operator intervention during the procedure is

very limited. The machine can cut steel plates with up to 400 mm thickness. The wire cutting the material has a 0.2/0.3 mm diameter and allows to obtain excellent sharp edge cuts. Last but not least, the machine is particularly used for progressive and burr-shearing AEC moulds.

AEC MOLDS - WHEN INNOVATION DEFINES YOU | 25

Courtesy: Pamela Nocentini

JUST A MATTER OF SENSITIVITY A mission, a philosophy, a priority. How can you describe the latest ‘sustainability’ phenomenon? Offering environmental-friendly luminaires is certainly an ambitious plan for AEC. Today, more than ever before, LED technology is considered the future of public lighting and is undoubtedly a matter concerning the whole world. After all, the value of good choices is measured over the course of time. AEC is proving to have made the right ones. “We want to make our world better and the places surrounding us safer and livable. We have a large environmental responsibility and that is why we determinedly work on a daily basis to reduce our impact on the environment.” This is what affirms and supports the entire team. There are many companies who trust and invest a lot in LED technology ensuring energy savings and energy efficiency. But when it comes to Smart Cities, the most suitable word is innovation. And what about the innovator? He can be considered as the one who manages to build something extraordinarily different, better for everyone. In order to learn more about this amazing eco-sustainable project, we interviewed Raffaele Benedetti (AEC Product Manager).

Why is the company focusing on environmental-based projects? Public lighting, especially in urban environments, is coming more and more in to the spotlight. This is not only for ‘sustainability’ reasons. In periods of “spending review” the use of energy resources is under continuous analysis, many politicians in Italy have even been proposing to turn off part of the public luminaires in order to save money. It’s undeniable though that light is essential in our social life, it is a symbol of human presence, it guarantees safety and improves the quality of every single human life. We can’t simply get along without lighting. But at the same time we can’t ignore the current energy emergency to which a manufacturing company has to respond. The continuous research on products needs to combine these two requirements: light quality and energy savings.

How is AEC facing the ecological issue? What is the company strategy? All our efforts are focused on maintaining an excellent quality of light, ensuring reliability and the highest efficiency. This is our goal: to design luminaires for more comfortable, more efficient and safer urban spaces. In order to be really energy efficient the ecological impact of the product needs to be taken into due consideration all along its life cycle.

Can you clarify this? From the design to the waste disposal all the life cycle phases are crucial. The design of the optical modules is developed with the most up to date materials and components selected for their eco-sustainability. The choice of high-efficient electronic equipment is the result of accurate market research and a continuous collaboration with the world’s leading manufacturers. All the material used must be strictly recyclable in order to allow for their complete disposal. Also the production steps have their impact on the environment: the product is designed to be mounted in a very short time with the maximum savings of energy resources. Last but not least, the design, the manufacturing phases, the processing of raw materials, the assembly, the tests and certifications are carried out at our Headquarters in Arezzo. AEC has a short production chain. This makes the company even “greener”.

JUST A MATTER OF SENSITIVITY | 27

A very important issue is that of Smart Cities. How does AEC combine the product with the needs of the most modern city? Throughout history different kinds of cities have been developed. A city has always been the result of the needs and the way of life of the citizens. Today, immersed in the digital and telecommunications networks, the city is “interconnected”. Just think how many times we look for a wi-fi connection available while we are walking in the street and how we feel “lost” if our smart-phone is not reachable. In this situation lighting systems become useful for the citizen and strategic for public Administration. They can virtually have a widespread communication infrastructure taking advantage of very useful services, such as: remote video surveillance of the city, receiving information of the state of the system or allowing citizens to report emergencies and accessing information they may need.

Is all of this possible with your products? In recent years we have had a lot of experience and I can confirm there is no limit to the imagination! The demand of wireless systems have been increased a lot exceeding the physical limitations of the transmission cable and opening up even more dynamic and challenging scenarios. Today LED optical systems, together with remote control systems, represent the “technological heart” of lighting fixtures and our daily challenge is to make it even more reliable.

What do you mean with that? Just 10 years ago public lighting components were almost electrical and electromechanical. We hadn’t ever included so much electronics in our luminaires. Today the use of these devices seems very simple: a LED module with a power supply can be bought in any D.I.Y store just like we did with discharge lamps. But guaranteeing a longer life-time of these components in a luminaire - especially for public lighting - is quite a different issue. Our intensive research allows us to select the most reliable components in order to protect the “heart” of the device from potential adverse external events. AEC has always pursued this purpose anticipating the needs of the market. Just think about the surge protection: we have been the first to study this phenomenon and to integrate the appropriate protection for lightning, with important investments in research and development. We’ve always been working with third parties in order to make the product safer, more reliable and in line with the reference standards of the market. I can assure you that AEC products are to all intents and purposes a synonym of Quality, Energy Savings and Reliability.

JUST A MATTER OF SENSITIVITY | 29

MILAN HAS CHANGED

With ITALO, the city is ready for the EXPO 2015

The replacement plan of the 85,000 luminaires in Milan started last summer with the delivery, in record time, of thousands of ITALO series luminaires. Many areas of the city center are lit up with ITALO such as Corso Buenos Aires, for example, where the suspended version of ITALO 2 Urban has been installed. The famous avenue is a central street, one of the longest â&#x20AC;&#x153;commercial walking areasâ&#x20AC;? in Europe with more than 1,600m, now completely lit up by AEC. Other significant and well-known streets have already been completed. To name but a few: Viale Sarca, Viale Monza, Piazzale Loreto, Bastioni di Porta Venezia, Via Melchiorre Gioia, Viale Forlanini.

MILAN HAS CHANGED | 31

MILAN HAS CHANGED | 33

AEC porta dunque la tecnologia LED al servizio di una città che sta diventando a tutti gli effetti in Italia un punto di riferimento di innovazione e sostenibilità. Le municipalità stanno sempre più riconoscendo, quindi, il valore delle nuove tecnologie di illuminazione outdoor e le ultime soluzioni a LED proposte da AEC hanno riscontrato un indiscusso apprezzamento per l’alta qualità del prodotto e i risultati garantiti. Tra le metropoli Italiane ad affidarsi alla tecnologia del ventunesimo secolo, la pioniera è stata Milano: la prima ad aver sostituito tutti gli apparecchi a scarica e ad essere illuminata completamente a LED. Si parla dunque di un vero e proprio restyling della città e soprattutto della luce, in perfetta linea con le più moderne Smart City.

“When you choose LED luminaires, you make an ecological choice. AEC’s ambition is to create a perfect balance between the product design and its eco-sustainability. Everyone can perceive the passion we dedicate to the environment” said Alessandro Cini, AEC CEO. “AEC invests a lot in environmental sustainability. We make all our efforts to design and develop eco-sustainable products” concluded the AEC General Manager. AEC has always been working hard with local authorities in order to improve urban environment and safety on the roads. We want to give Milan’s citizens a brand new and safer light. In addition to this, ITALO series is providing Milan with powerful light levels, adding value to the artistic and cultural beauties of the city. AEC is proud to light up a lot of different and famous areas of Milan: Via Solferino (Headquarters of the first Italian newspaper “Il Corriere della Sera”), zona Tortona (design and fashion addicts know it as the “Tortona Fashion District”), area Navigli (an attractive borough full of artists, musicians and university students).

MILAN HAS CHANGED | 35

ITALO HAS ANOTHER NEW STORY TO TELL

THE ONE OF TURIN

Similarly to Milan, Turin also chose AEC for their new LED lighting. The company has won a tender by IREN SERVIZI E INNOVAZIONE (the service utility company that manages Turinâ&#x20AC;&#x2122;s electrical supply) for more than 45,000 luminaires. High performance solutions, impeccable design and greatest efficiency are the key strengths of the success. In line with the need of the Horizon 2020 European projects and the indications of the European Commission in terms of energy efficiency, Turin is a candidate to be one of the next Smart Cities and Communities. This is an ambitious project for resolving the main problems in terms of energy, environment and mobility. The goal is to launch a new model of development, which is both socially and economically credible and with effective results. This choice, that has been awarded to AEC, will allow public administration to realise significant cost reductions and energy savings. Such as Los Angeles, Copenhagen, Stockholm and Oslo, Turin also puts in place an exceptional project of modernisation. Soon, the city will be renowned for its innovation, sustainability and the quality of its light.

ANOTHER NEW STORY TO TELL - THE ONE OF TURIN | 37

ITALO IS THE KEY FOR ENERGY SAVINGS Today, many Italian cities are adopting energy optimization systems, choosing new LED lighting technology. In order to become a Smart City, municipalities must be able to perfectly accomplish environmental protection, energy efficiency and economic sustainability needs. Reductions in cost and power consumption and increases in energy efficiency are top priorities for installers and service utility companies. For this reason more and more municipalities are choosing AEC as their lighting partner: the efficient lighting solutions offered by the company represent, in all respects, “THE KEY FOR ENERGY SAVINGS”. Milan, Venice, Turin, Mestre, Ravenna, Florence, San Benedetto del Tronto, Sant’Egidio, La Spezia and Verona are just a few of the Italian cities that have already chosen ITALO. Many other major cities abroad such as Tønsberg (Norway), Drammen (Norway), Oslo (always in Norway), Brisbane (Australia), Borås and Gothenburg (both in Sweden) have done the same. These and many others have already adopted a green solution choosing ITALO luminaires. A great success for the company and the luminaire featured by incredible technological performance. A state-of-the-art product that just one year after its launch has already many “stories to tell.”

ITALO IS THE KEY FOR ENERGY SAVINGS | 39

A COMPLEX MARKET

Labib Makkouk has a story to tell. He’s an important Lebanese salesman in the Middle East and part of the AEC team for many years. His story is one of strong sensations and emotions - that of Iraq, a complex land with many controversial conflicts and contradictions. “A difficult market. I think this is the right word for the Iraqi market. You know, it’s often the brand that makes the difference, but in times of crisis like the one we are going through, having a well-known recognised logo or company, it’s not an obvious advantage”. “In Iraq for closing a good business deal, it takes genius and perseverance, you have to be strong and aggressive, but also having good relationship (or not) with all those involved makes the difference. This is the way for hitting that goal. This is the only way that allows a company to “carve out” a different image from the others and to always find the right balance”. “Public lighting is a complex issue. Price and quality don’t always go at the same pace. So often the high performance and safety of street lighting fixtures are ignored, putting the spotlight on the most competitive price”. “Like other countries around the world, Iraq is also starting to utilise LED technology. I like to define that ‘simply simple’. It could also give our city a new image - a safer “way of life”, visual comfort and a general feeling of security. This is what is expected in 2015. But it is not as easy as it seems. At the moment there is no government in Iraq, which means that there isn’t any real investment strategy planned in Iraq”.

“In any case, we are confident. Our country can trust on natural resources, agriculture, archaeological and religious tourism. I look at the future with optimism, the economic situation has only to stabilise. There are already large and interesting projects planned for 2015. The redevelopment of many significant roads is already underway. In Kurdistan, the situation is definitely better. It is actually the safest place in Iraq. The population is enjoying an economic boom thanks to its stability. The political unification of the region, a government with a very dynamic business, funding from the oil income: these were and still are the decisive elements”. “Even the tax structure is becoming more flexible. I can admit that the government is strongly working in order to make company’s lives easier. This will allow them to invest in the future of Kurdistan”. “The country is also working on new projects, investing in new buildings, new roads, new tunnels and new bridges. For 6 years (from 2006 to 2012) the country has wrongly opted for lowquality products”.

“Now things are changing. Today Kurdistan is looking to European countries, the USA and Japan. These countries are more reliable and can guarantee higher quality solutions. What’s the secret? The ability to stand out with technical excellence. AEC, like few others, has achieved audiences from all over the world, including Kurdistan. Among all the aspects, the special attention dedicated to the design has helped to capture the attention and consensus from the government entity. From my point of view, the design has always been one of the key strengths. A perfect way for distinguishing and ‘climbing’ the market”. “I can confirm that Kurdistan has the potential to become a regional economic power and I am proud that AEC, the company I’m working for, has been able to market in a country of such particular and different colours, scents and sounds. I once read ‘who fights can lose, who doesn’t has already lost’. Who do I stand with? Of course, with those who fight”.

Courtesy: Pamela Nocentini A COMPLEX MARKET | 41

HELLO GERMANY. AEC OPENS A NEW LOCAL SALES BRANCH.

Courtesy: Pamela Nocentini

HELLO GERMANY | 43

This year AEC enters one of the most competitive markets world-wide - Germany. Thanks to its international strength AEC will be competing in terms of product and set-up in this new area. The official entrance in the German market took place last February with the introduction of the sales team who will support AEC in Germany. The company will be facing the market with a new and ambitious project, AEC has opened its own sales branch in Frankfurt, the German financial capital. For the first time, the company is not marketing with a local sales partner but directly controls the region with a local branch. The main goal is to bring the â&#x20AC;&#x153;Made in Italyâ&#x20AC;? brand to one of the most competitive and developed economies in the world. Germany is a solid country and above all itâ&#x20AC;&#x2122;s an expert, extremely selective and with a high demand for quality in the market. This is the reason why AEC has chosen to face it firsthand. It has been considered the right approach that met the support and the enthusiasm of the German team. Sven Dressel, General Manager at AEC Deutschland, talks about the project.

What is the reason why AEC has decided to open a new branch in Germany? I met AEC almost 10 years ago. We had the chance to work together. At that time I was strongly impressed by the high quality of its product, its extraordinary managerial approach and its way of communicating and persuading. I was struck by the professional support of its team. During the Light+Building exhibition in 2014 I had the chance to talk and exchange views with AEC about the current situation of public lighting in Germany and about a possible entrance and positioning of the company in the market. Once we closed the meeting, we came to the same conclusion. We were on the same wavelength. With my experience and connections in the lighting sector I was sure I could bring the missing piece of the puzzle to enter successfully into the German market. From the very beginning I understood that our collaboration would have been successful. A few weeks later I had the chance to meet AEC in Italy. That was the decisive meeting: the new AEC branch was taking shape.

With the opening of AEC Deutschland, the company changes the way of doing business in Germany. For the first time no official partners will follow the market. Which is the reason of this important change? In Europe AEC is supported by professional and experienced partners. In Germany the customer prefers a direct contact with the company. Even though the head office is in another country, a direct link with the Headquarters is more than crucial. This is why AEC has decided to open a local branch. There are so many other companies in the market and a third party communication is not suitable. This reason convinced the company to open a local office in Germany.

In your opinion, how big is the opportunity for AEC in Germany? A company must be aware of the real dimension and opportunities of the market and needs to get to the customer with a solid expertise. Thanks to the deep change in technology and to the new European standards, customers are more open-minded towards new suppliers. One of the key strengths is to show the customer an impeccable level of technological knowledge and a high level of innovation. This is a big challenge for AEC but I have no doubts. I’m sure AEC can match up with the situation also considering the highly professional and trained team who will support the company.

In such a competitive contest as the German one, which segment are you planning to grow in?

5. Has the introduction of LED technology helped other companies to enter the German market?

In Germany the major players are some important corporations and other companies who have a remarkable market share in the decorative lighting sector. AEC has all the experience, the know-how and the products to be successfully part of energyefficient projects promoted by local municipalities and authorities. This is the reason why we’re going to rely a lot on ITALO. ITALO is recognised as a product leader in public lighting. This series will also be part of our market activities entering the German market. The real ITALO advantages are its great versatility and variety of applications: a perfect solution for the local administration.

At the very beginning there had been an invasion of new companies in Germany. Many of them were “garage companies” who had been working since then in the electronics business. With the arrival of LED these companies have tried to become significant players in the lighting industry. Many of these companies have already been put out of the market. It’s not that easy to find companies able to compete in such a technical area where mechanics, electronics, lighting and, last but not least, design have all an important role for the success of a product. AEC is a synonym of quality worldwide and I am sure of its success also here in Germany.

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NORWAY GIVES WAY

Courtesy: Vidar MolĂ¸kken/frittallfoto.no

TO GROWTH.

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The outdoor lighting market in Norway is growing fast, especially in the area of public lighting. The Norwegian market is exclusively specifying LED luminaires and energy saving is the main issue for both municipalities and road authorities. This comes as no surprise as Norway is noted for its commitment to sustainability in many areas. The Norwegian Road Authority, who plan, build, operate and maintain national and county roads in Norway is undergoing numerous infrastructure projects and it is one of the main AEC and Multilux customers especially for street and tunnel lighting. “Today Norway has about 1,000 tunnels and most of them have been refurbished. AEC has successfully developed this business opportunity and in 2013 the company controlled a significant part of the tunnel lighting market in the country” explains Rolf Steinsland, General Manager of Multilux, AEC’s premium partner in Norway. “As far as street lighting is concerned LEDs are quickly replacing the old mercury lamps and, if no changes occur, by 2019 the energy consumption of all the outdoor lighting fixtures will be monitored by an electrical kWh meter. The municipalities are working at the same time on these two issues. I am proud to say that ITALO 1 is an excellent luminaire for both purposes” continues Steinsland.

Courtesy: Vidar Moløkken/frittallfoto.no

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“We’ve also started to deliver the first ITALO 3 luminaires to the Norwegian Road Authority who were waiting for a product that could easily reach their MEW2 demands in a performing way. ITALO 3 is one of the few luminaires that can meet these demands. I think we have great opportunities in this segment” adds Steinsland. ITALO already had its first success in Norway. An example of these is the city of Drammen. Multilux and AEC have been awarded the tender for the supply of 4,000 ITALO luminaires: “We won by offering an excellent product with an excellent value for money. ITALO has once again met the requirements in terms of performance, price and especially power consumption. Our forecasts for the future are optimistic. It’s been a long time since the Drammen Municipality has wished to reduce its high energy costs associated with street lighting. When the ban on mercury-containing lights came, it became clear that the 4,000 fixtures had to be replaced. In 2013 the need to refurbish the street lighting luminaires became a political issue and the Municipality started to look for the best LED lighting technology in the market for one of the first cities in Norway. Multilux and AEC where the first in line. The new technology would guarantee the city a significantly better white light and a good color rendering. This would make it easier to perceive contrasts and thus improve road safety. It would also make the city more beautiful and last but not least guarantee a significant power reduction. By using AEC LED technology Drammen Municipality has planned to save about 1.6 MWh per year. These significant energy efficiency measures will put Drammen on the map in terms of saving energy in light.

Courtesy: Vidar Moløkken/frittallfoto.no

In the picture Rolf Steinsland, General Manager Multilux NORWAY GIVES WAY TO GROWTH | 51

DRAMMEN

The city of Drammen was founded in 1811 with the unification of the two old towns of Strømsø and Bragernes; The city shield dates back to 1715. It says “In fide et justitia fortitudo” (From faith and justice comes strength); The old part of the city hall was designed by Nils S. Eckhoff and was built in 1871; The total area of Drammen is 145.2 square kilometres, including 9.5 square kilometres of lakes and rivers, 15.8 square kilometres of farming land and 89.9 square kilometres of forest; The population is approximately of 64,000 inhabitants (2011), which makes Drammen the 9th biggest city in Norway. Drammen is located in the county of Buskerud, 40 kilometres and 35 minutes south-west of Oslo..

Courtesy: Vidar Moløkken/frittallfoto.no

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NEWS 2015 For us 2015 represents an important year as far as new products are concerned. The new series has been officially showcased in the Italian distributors meeting. The new product range has been designed to increase on the existing ranges and particularly for satisfying the many different types of installation, that nowadays are requested by the lighting market. The luminaire represents an efficient solution for flood and tunnel lighting. Entrance into the indoor lighting world is great news for us and weâ&#x20AC;&#x2122;re ready for this new challenge. We will be sure to amaze the market again with even more innovative and functional products keeping up with the ongoing technological developments. This is the reason why weâ&#x20AC;&#x2122;ve decided to reply with relevant investments in terms of production and management.

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A GREAT MULTIFUNCTIONAL IDEA. We officially introduce to the world one of our main products GALILEO, an advanced system that allows, through the availability of its components and its various system optics, to realize and optimize the most different installation both indoor and outdoor.

• GALILEO INDOOR Serie compact, Serie Up, Serie Linear; • GALIELO PRO Serie Compact Pro, Serie Up Pro, Serie Array Pro; • GALILEO TUNNEL for interior and entrance lighting.

Galileo Compact Outdoor

Galileo Up Outdoor

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We believe that light has an effect in each and every place that we live, work, move and shop. This is the reason why we chose to design high efficiency solutions optimizing light in terms of energy efficiency and light perception. LED technology offers us enormous advantages, with this in mind our main goal is to give value to your needs creating efficient, functional and comfortable spaces. Today the requalification of many facilities is getting more and more important. Weâ&#x20AC;&#x2122;ve decided to use our experience in outdoor lighting creating a multifunctional LED solution. GALILEO can be equipped with state-of-the-art wireless control systems that allow an hour-per-hour management and an automatic regulation with the use of natural light. This determines an additional reduction of energy costs and CO2 consumption. With GALILEO we keep our word `quality with no exceptionâ&#x20AC;&#x2122;.

Galileo Linear Indoor

Galileo Up Indoor

Galileo Compact Indoor

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ECO•RAYS represents the new luminaire for urban lighting. The name of the series refers to our constant commitment towards eco-sustainable solutions. With ECO•RAYS, efficiency is the key word, providing the urban environment with a comfort light in A++energetic class. ECO•RAYS has been projected for meeting the different urban installation needs, thanks to its high versatility, it can be the best solution for various projects such as parks, residential areas, car parks and city centers. It’s available in three different ways: post top, bracket mounted and suspended version. We’ve studied ECO•RAYS in every single detail with maximum attention, in order to reach 100% of our goal, which was to create a perfect product where design and efficiency perfectly run. The product is provided with “High performance optic”: the system is completely made by high efficiency aluminum for street and cycle path lighting. The suspended version is also provided with a specific optic designed for a suspended installation.

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When we designed MASTER, our goal was to create a product featured with impeccable design and high functionality. We were looking for a luminaire that is able to perfectly combine the high potential of LED technology together with the uniqueness of our designers. We wanted to reinvent a new urban concept and the result has been the creation of MASTER.

The product can be easily distinguished thanks to its clean line and essential shape. MASTER can be mounted at heights up to 9 meters, on post top or bracket version and completes the series of a wide range of optical systems featuring an excellent lighting performances with A++ energetic class, always according to environmental respect.

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THINKING

Courtesy: Volkswagen Group Italia S.p.a.

ABOUT THE FUTURE

In the next article we discuss one of the most recognised and innovative companies in the world. We are fully convinced that all the companies in the technological sector should look with utmost attention at the automobile industry. The design and technology of this market have always been a benchmark for many other companies. AUDI launches the first model series in the world with laser headlights. Is this going to be a new challenge for the lighting industry, too? It could be, the AEC team is already working on the issue.

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Audi is the leader in developing automotive lighting technology. In 2008, the Audi R8 became the first production car in the world to boast all-LED headlights; this was followed in 2012 by dynamic turn signals. Audi launched a new chapter in automotive lighting with the Matrix LED headlights, which débuted in the updated A8 in 2013. Dynamic design, immense power and new electronic features: at the International CES 2014 in Las Vegas in January, Audi showcased the AudiSport quattro laserlight concept car. The Audi Sport quattro laserlight concept is reminiscent of the classic Sport quattro of 1983 while pointing towards the future – with the latest of the brand’s technologies in plug-in hybrid drives, user control and display interfaces and lighting technology. In the dual headlights, a typical quattro feature, Audi is demonstrating the future of lighting technology by combining LED and laser light technologies. Two low-profile trapezoidal elements are visible within the headlights – the outer one generates the low beam light using LEDs and an aperture mask, while the inner element produces laser light for high-beam functionality. The powerful laser diodes are significantly smaller than LED diodes. Illuminating the road for a distance of nearly 500 meters (1,640 ft), the laser high-beam light has approximately twice the lighting range and three times the luminosity of LED high beam lights. The interest for the Audi Sport quattro laserlight Concept is such that Audi, first among the automotive manufacturers, decides to use the laser technology on road after testing its reliability during the World Endurance Championship with the R18 e-tron quattro. The combination of LED and laser high beams, will be used for the first time on the new Audi R18 e-tron quattro at the 24 Hours of Le Mans in 2014. The first model series in the world to use laser headlights.

Courtesy: Volkswagen Group Italia S.p.a.

LMX

THE FIRST MODEL SERIES IN THE WORLD WITH LASER HEADLIGHTS

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Courtesy: Volkswagen Group Italia S.p.a.

“Audi has long dominated the most important 24-hour race. In addition to the outstanding TDI drive technology, a maximum light yield gives our pilots a major advantage, and with night racing in particular is a key factor to our success,” says Prof. Dr. Ulrich Hackenberg. “The transfer of the laser headlight to the Audi R8 LMX underscores our leading position in lighting technology. The safety benefit this provides to the customer truly represents Vorsprung durch Technik,” says AUDI AG’s Board Member for Development.

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With the new laser high beams, one laser module per headlight generates a cone of light with twice the range of the all-LED headlight. Each module comprises four high-power laser diodes. With a diameter of just 300 micrometers, these generate a blue laser beam with a wavelength of 450 nanometers. A phosphor converter transforms this into roadworthy white light with a color temperature of 5,500 Kelvin, ideal conditions for the human eye that enable the driver to recognise contrast more easily and help prevent fatigue. The laser spot, which is active at speeds of 60 km/h (37.3 mph) and above, supplements the LED high beam in the R8 LMX and greatly enhances visibility and safety. An intelligent camera-based sensor system detects other road users and actively adjusts the light pattern to exclude them.

Courtesy: Volkswagen Group Italia S.p.a.

There are many advantages in using this technology. Four different optical groups take up less space and, consequently, weigh less. Thereâ&#x20AC;&#x2122;s an average 30% less of energy consumptions. The designers are free to design different shapes. But the most important thing, as far as safety is concerned, is the emitted light is ten times higher. With this innovative solution Audi has confirmed its place as the leader in automotive lighting technology expanding once more the horizon of the technological feasibility.

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DON’T EXPLAIN PHOTOGRAPHY

JUST LIVE IT The drama of Norway’s natural world is difficult to overstate. Fjords of extraordinary beauty cut gashes from the coastline deep into the interior. The fjords’ fame is wholly merited, but this is also a land of glaciers, grand and glorious, snaking down from icefields that rank among Europe’s largest. The photographer Vidar Moløkken, who was born and has always lived in Norway, has taken some staggering pictures of this country with a strong identity, unique colours and amazing contrasts.

Courtesy: Vidar Moløkken / frittfallfoto.no

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Courtesy: Vidar MolĂ¸kken/frittallfoto.no

Courtesy: Vidar Moløkken/frittallfoto.no THE PHOTOGRAPHER VIDAR MOLØKKEN | 75

UNICREDIT TOWER

the image of a new Milan Milan is changing: just a few months before the opening of EXPO 2015 the city is closing one of the biggest construction sites in Europe. This new wide area has given the city a brand new and prestigious skyline, an image of urban innovation and environmental sustainability. Among the Porta Nuova skyscrapers, the Unicredit Tower, the bank group headquarters, stands out for its magnificence.

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Courtesy: Unicredit S.p.a.

The UniCredit Tower, designed by the famous Argentine architect Cesar Pelli, is part of the new “Porta Nuova” area of Milan, one of the main urban requalifications in Europe with its 290,000 square metres area which includes Porta Garibaldi station, a mix of business & residential buildings and green areas. The UniCredit Group Headquarters is the tallest tower in Italy with a 230 metre height accommodating more than 4,000 people. The UniCredit Tower received the LEED Gold certification (Leadership in Energy and Environmental Design) for urban requalification and eco sustainability, with an impressive 40% reduction in CO2. The building has been awarded as one of the ten most beautiful skyscrapers in the world according to the German Emporis Building Data Company. The primary criteria in awarding the prize are excellence in aesthetic and functional design.

“UniCredit Tower” looks into the future also with its concepts of space and working environment, consistent with more innovative models of workplaces. The Group launched the “Take your Space” project which embraces a new way to design working areas, by interpreting current requirements and working habits. Within this new mindset, great importance is placed on the creation of common areas (meeting rooms, informal communal areas, auditoria) which make up approximately 40% of the total space, these spaces are complemented by open and transparent working areas - with an almost total elimination of single occupancy offices. Many branches have been closed, from 26 to 5 in Milan. This means a reduction of more than 55,000 square metres of occupied spaces. The UniCredit tower is also part of the project “Piani Città” consisting of the reorganization of the main group offices in Milan, Rome, Munich, Vienna, Hamburg, Bucharest, Prague, Moscow, Zagreb, Bologna, Turin and Verona. The UniCredit Tower opening took place 15 years after the birth of the Group. A young Group with old origins. The oldest bank in the stock exchange market is part of UniCredit and it includes even older banks such as Rolo Banca, founded 541 years ago and the German Bayerische Hypotheken-und Wechsel-Bank founded 179 years ago and today part of the HVB group. During these 15 years UniCredit has undergone a process of growth and diversification. Today UniCredit is one of the most important European Banks with 9,400 bank counters, serving more than 20m families and 3.5m companies.

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