Legendary Italian decorative lighting manufacturer, FLOS were set to enter the Architectural Lighting sector with a bold new collection of high design specification products. Wall, ceiling, spotlights and downlights were re-imagined as a high-tech City of Light via a 40 day photoshoot with minimal retouching.

A new 400 page product catalogue saw each district of the city formed by a sub-set of products and each and every product became a building from within that district. Life and Light was re-connected for an audience of Architects and Interior Design practitioners with humour and ingenuity typical of the FLOS brand.

The campaign also informed a touring retail exhibition, its debut coinciding with the L+B tradeshow in Frankfurt, allowing the FLOS showrooms in Milan to feature selected spreads from the catologue as giant installations.

The City of Light got large at a 60,000 sq ft space at the famed Light+Building tradeshow in Frankfurt.