Sociologists have discovered that the buying habits have identified our society as a “consumption society”. Through purchasing, we do much more than just buying or selling; the purchase becomes an experience that enriches our knowledge, guides our curiosity, moves us to want to socialize, and affirms our identities and our personalities. Our buying habits tell us who we are. And what we are buying is varied and abundant, as are the spaces that are dedicated to selling merchandise. Next to the traditional mom & pop stores we now have multi-stores and shopping malls, which are in fact covered markets of yore that have been introduced to the new millennium. And we even have concept stores, which sell hopes and dreams and identities more than just physical merchandise. In this veritable labyrinth of hopes and dreams and steals and deals, organization is key. It guides the buying experience, avoiding dispersion, so that the consumer is satisfied. Light is a determining factor in well-designed merchandising and displays. It tells us what we should be gazing at, it shows us the direction we should walk, it creates relaxing areas, and it helps us pick out what we are looking for. At the same time, each object, each type of retail space, and every single portion of these areas require adequate and special lighting; lighting that is designed to bring out the qualities and features of the merchandise on display. The answer to this need is lighting design. With experience and skill, passion and competence, lighting designers live, breathe, and dream light.
iGuzzini T h e H i s t o ry a n d C o m p a ny P h i l o s o p hy We have worked in and for “light” since 1958. This was the year when the Harvey Creazioni, a small company that produced lamps for the home, was founded. Today we are the leading Italian manufacturer in the “Lighting” market, and we rank among the top European manufacturers. We aren’t satisfied by simply making good lights. We want be the creators of good lighting: light that shines in a room, a house, a building, a museum, a cathedral, a company, a plaza, an airport, and, yes... even an entire city. Good lighting has to be created with the awareness that it has to integrate with its environment, taking care not to invade it, darken it, or violate it. Light must be respected, and light has to, in turn, respect the nature of people and things. The iGuzzini mission is therefore to study light, to know light and to make it known; improving the integration with architecture through industrial design. Because of this, a large part of what we do is to offer consultation on lighting techniques, both in the design phase and as an after-sales service. Famous architects and designers have consulted us since the very beginning iGuzzini's operations.
Commercial Areas Commercial Areas
iGuzzini illuminazione spa
9.5356.000.0
62019 Recanati, Italy via Mariano Guzzini, 37 PO Box 56.75.103 telefono (+39) 071.75881 telefax (+39) 071.7588295 iguzzini@iguzzini.it www.iguzzini.com video: (+39) 071.7588453
On the cover: Fendi Boutique in via Borgognona, Rome, Italy - photo: Giuseppe Saluzzi