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Lee Broom Takes His Latest Lighting Collection on the Road
Designer Lee Broom launched his new 'Optical' lighting collection by transforming his studio's delivery van into a mobile exhibition space. This innovative concept, named 'Salone del Automobile,' involved meticulously designing the van's interior to resemble a traditional Italian palazzo. The transformation included painting the van's interior in Broom's signature grey, and adding ornate Corinthian columns, architraves, and stuccoed details, complemented by an illuminated floor. This elaborately decorated van served as a dramatic backdrop for the new monochromatic lighting fixtures.
The 'Salone del Automobile' embarked on a journey from Broom's London headquarters to Milan, where it was showcased at various prominent locations during Salone del Mobile, including Brera Design District, Spazio Rossana Orlandi, ZonaTortona, San Gregorio Docet, and Ventura Lambrate. This unconventional exhibition strategy allowed the collection to reach a wider audience and provided a unique viewing experience, highlighting the pieces within an unexpected, yet grand, setting.
The 'Optical' lighting collection itself features illuminated globes adorned with graphic, linear patterns. These designs are asymmetrical, creating a dynamic visual effect where their appearance shifts depending on the viewer's angle. Broom drew inspiration for this collection from his own experiences in the early 1990s, specifically recalling his use of monochrome graphics when decorating his bedroom. This personal connection to the design imbues the collection with a sense of nostalgia while maintaining a contemporary aesthetic.
The collection is characterized by its stark black and white palette, which further emphasizes the graphic quality of the patterns. Each piece is designed to create an interplay of light and shadow, enhancing the 'optical' illusion and making the fixtures captivating from all perspectives. The installation within the van was carefully orchestrated to maximize this effect, presenting the lights as functional art pieces within a curated, mobile environment.
This method of presentation not only served as a launch for the 'Optical' collection but also demonstrated a creative approach to exhibition design in the competitive world of furniture and lighting. By bringing the showroom directly to the audience in an artistic and memorable way, Lee Broom successfully generated significant attention and discussion around his new works, solidifying his reputation for innovative design and marketing.
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