Martinelli Luce was in New York on 23 May to participate in NYCXDESIGN, for a full-immersion experience at the nation’s most important design event, held every year in May in the Big Apple. The brand partecipated in NYCxDESIGN with a temporary showroom at Industria Superstudio in Chelsea – 775 Washington St – featuring a presentation to the press, buyers and influencers and a party that saw Karim Rashid starring in a DJ set. In New York, Martinelli Luce introduced not only its iconic lamps – Pipistrello, designed by Gae Aulenti, from the original model through all the new versions, and Serpente and Cobra, the two lamps most symbolic of the style of Elio Martinelli – but also the new collections for interior design and the contract sector. Pipistrello, which figures in the permanent collection of New York’s MoMA, is a form capable of animating any room, any interior design idea. A lighting project born in 1965 and still today a cult object for design lovers everywhere. Two new additions to the family started by Gae Aulenti’s original Pipistrello: Pipistrello Med, a “table” lamp with all the charisma of the original, now “renovated” in an ideal size for lighting desks and worktables; and the Minipipistrello Cordless version, ready to go whenever and wherever you need it! Serpente, donated to New York’s Metropolitan Museum in two versions (the original and Gold, created to celebrate the lamp’s 50th anniversary) expresses all its character on a desk or on the floor in a living area – a lamp capable of fully projecting its powerful aesthetic into any space. And finally, Cobra, a true design star, chosen for the decor of a multitude of movie sets – including Men in Black. A classic that never renounces its identity even as it adapts to contemporary ways of life, styles, and tastes: an “absolute” idea – in white or black – for an emblematic form, a snake that coils or stretches to fit its surroundings. Together with the evergreen icons, two Martinelli Luce lamps have fashinated the New York public with their eclectic innovation: Elica by Brian Sironi - Compasso d’Oro award winner in 2011 – and Cyborg by Karim Rashid. Two outstanding examples of formal and technological contemporary excellence. Photo Marco Ghilarducci and Maku Lopez.
The initiative was supported by the Regional Operational Program, a European Union strategy for smart, sustainable and inclusive growth.
Project CUP 1540.22032016.092000190 called “Programma di Internazionalizzazione in U.S.A.”
Target: Development of international marketing and branding strategies.
Project “LIGHT A STAR”
POR CReO FESR 2014-2020 linea 3.4.2
Call for “Aiuti alle PMI per l'internazionalizzazione” DD 1540/2016.
Notes: Martinelli Luce showroom & party, May 23th 2017, Industria Superstudio, 775 Washington St, New York