FOR IMMEDIATE RELEASE
Toshiba to Demonstrate Power and Beauty of Lighting at Fuori Salone 2010
Using the renowned Milan exhibition to demonstrate the range
and subtlety of a new generation of LED lighting
Tokyo, March 9, 2010— Toshiba Corporation (Tokyo: 6502) today announced its participation in the Fuori Salone during Salone Internazionale del Mobile 20101 in Milan, Italy, one of the world’s premier exhibitions of furniture and interior design. Toshiba will explore the theme of ‘Lucèste: TOSHIBA NEW LIGHTING’2, through a powerful lighting installation3 at the “Plastic”, in the Tortuna district of the city.
This will be the second consecutive time Toshiba has participated in the Fuori Salone, which this year will run from April 14 to 19.
At Fouri Salone, Toshiba will reveal that LED lighting is not only environmentally friendly but also offers levels of precision and expressiveness that can shape spaces and create moods. A ceiling-mounted LED installation will diffuse lighting through a veil of swirling mist to suffuse the exhibition space with a spectrum of growing color. Toshiba commissioned Mr. Makoto Tanijiri, an architect, to create an evocative and beautiful space and to bathe it in changing hues of LED light. The exhibit awakens a realization of the value of lighting: it will touch people’s hearts and suggest the new possibilities offered by LEDs.
Toshiba understands that lighting is much more than a means to brighten rooms and public spaces, and that LED lighting can do much more than contribute to saving energy. Light has an emotional power that creates atmosphere and enriches life. Toshiba celebrates this quality as akari, a Japanese concept that conveys the ability of lighting to appeal deeply to our senses and emotions.
Toshiba New Lighting Systems will also exhibit at the Light+Building 20104 in Frankfurt, Germany, an international trade fair for lighting and construction engineering, from April 11 to 16. At Frankfurt, Toshiba will introduce its LED bulbs, downlights and other lighting solutions to raise brand awareness.
Overview of Exhibits at Milan
Exhibition dates: April 14 to 19, 2010 (11:00 to 20:00)
Venue: Milan, Italy “Plastic”, Tortuna area
Theme: “Lucèste: TOSHIBA NEW LIGHTING”— An installation using new LED lighting
Direction: Toshiba Corporation
Cooperation: Toshiba Lighting and Technology Corporation
Creation: Makoto Tanijiri (Architect, Suppose Design Office)
Technical Support: Izumi Okayasu (Lighting designer, Izumi Okayasu Lighting Design), Shinichi Sakamoto (Technical advisor, Graphica Inc.)
Creative Direction: Nobuhiro Fushiya, Toshiba Corporation
Area of exhibition: 250m2
Notes:
1 One of the world’s premier exhibitions of furniture and interior design held in Milan, Italy in April every year. The main exhibition site in Fiera and the Fuori Salone events held across Milan are collectively called “Milano?Salone?del?Mobile.” In 2010, the event will celebrate its 49th anniversary. About 310,000 people visited the exhibition site in Fiera in 2009. Toshiba will participate in the Fuori Salone.
2 Lucèste: A combination of “luce” (light) and “celèste” (of sky) in Italian evoking the Toshiba’s exhibition site image.
3 An experimental art which gives the viewers the opportunity to experience the space.
4 One of the world’s largest trade fairs where lighting and construction companies exhibit their products and technologies. Every year, there are many participators who seek to develop new cross-sector markets or strengthen relationship with the existing customers.
