Platek is an international company in the field of architectural and decorative lighting for outdoor spaces. In 2021, the business underwent a change in management which wanted to establish a new showroom in the heart of Milan - Corso Monforte. With the aim of expanding its prospects, the new leadership opened a dialogue with established architects and designers. For this business evolution to be successful, it needed to be supported by an improved brand presence, brought about through incisive marketing and branding strategies, in complete alignment with the business’s new path.
Platek came to OSMO to lead this brand development, from ideation through to the creation of the Corso Monforte space.
Contemporary design is no longer reserved for a niche elite market, but something that is desired by all. External lighting is a good example of this democratisation and companies like Platek are redefining its very concept. In addition to practicality, external lighting acts as a design element that frames spaces and creates particular atmospheres. But how could this message best be conveyed to a wider audience - one that had perhaps not previously given much thought to architectural lighting? How could we best create an engaging and satisfying experience in order to position Platek among the top brands in the lighting sector?
After having clearly defined our target audiences, we proceeded to outline an aesthetic identity that would guide video production for product promotion, both in online and offline channels. This strategy led us to identify three types of videos, with the aim of expressing the versatility and totality of Platek’s offering: Standout, Educate and Screen Saver.
The principal aim of these videos was to create an engaging experience. Using a monochromatic, dreamlike background, we focused on close-up shots of the products, which highlighted the aesthetic specificities of each object.
Platek’s technical prowess is highlighted through the display of different production phases, to underline the artisan quality of the products and the dedication required for their creation.
The products are presented in real, natural and architectural contexts. This allows the viewer to see how light interacts with the surrounding environment, underscoring Platek’s commitment to harmony between design and the space around it.
We commissioned Paolo Cattaneo, a well-known artist in electronic music, to commission the accompanying soundtrack. With his artistic sensitivity, he captured the dreamlike and inviting concept of the imagery and wove it into his sound.
While we wanted all the videos we made to be engaging, we used a slightly different format of video to illustrate the functionality and applications of the Platek collections. Through the use of a clean environment and shots centred on the technology, we aimed to provide the viewer with a crisp showcase of technical information.
This content was primarily used by Platek's agents to present products to distributors, keeping consistent in the tone and messaging.
Parallel to the opening of the Milanese showroom, we created a series of more artistic videos such as Screen Saver. These videos convey the beauty and importance of lighting in environments where we don’t have wide open spaces, but fragments of a landscape. Using computer graphics (CGI), we created visual sequences to be displayed on monitors positioned in the central part of the exhibition.
These videos act as visual accompaniments, offering a continuous reminder of the interplay between light and environment. They demonstrate the interaction of light with natural and structural elements in a creative and thoughtful way, enabling visitors to immerse themselves in the essence of light.
We developed two separate pieces of content for finishes, reflecting their two distinct uses. The Basic Finishes Palette is for everyday customers - metal plates painted in varied finishes and joined together by nylon tape, secured with velcro. Each of these finishes comes with a card providing product information. The Outdoor Finishes Book is the complete tool designed for architects - a contemporary, elegant, environmentally-friendly box offering varied aesthetic elements for mood board creation.
The Platek Milan showroom was designed to be a unique, hybrid space equally fit for both product exposure and consultancy activities. Given the wide range of products, the main objective was to provide visitors with a clear presentation of the modular collections. We therefore created a simple yet engaging layout, characterised by functional furnishings enriched with multimedia elements.
The visit experience develops through three focal points. The showcase represents the first point of contact with the brand. This space is dedicated to the presentation of the top product in a way that aligns with the atmosphere of the collection.
The second key element is the central exposure area, where the products are flanked by video content on several monitors. These offer insights on technical aspects and applications.
The final element of interaction is located in the ultimate area of the showroom. A large screen occupies the depth of the environment and displays multimedia content relating to the product on display, establishing a connection with the showcase.
To compete in this particular market sector it is imperative to participate in trade fair events, in order to interact with architects, designers and prominent figures in the industry. Architect at Work is an especially relevant example of this - a broad-scope itinerant fair in which the company had previously participated.
As such we felt it would be fitting to create a highly architectural presence, with a central platform accompanied by monochromatic geometric shapes. The design emphasises the relationship between the products’ light and their surrounding environment, creating an expression of harmonious tranquillity. The choice of colours and finishes act as a reference to the external facades of buildings, emphasising Platek’s commitment to, and respect of, the architectural sector in which it operates.
During Milan Design Week 2022, Platek further established its brand positioning through a temporary experiential space. We helped them realise an installation which innovatively presented its three new collections through expressions of light.
We designed the first area of this space to be clean and neutral, using a single colour: white. The architectural forms and shapes reflect the same aesthetic as our educational videos.
In the second area of the space, we adopted a completely opposite approach, in terms of both colour and light. Crossing a curtain, visitors enter a dark environment, where the three new collections are presented through intriguing and engaging light effects.
We developed a format of stands and displays intended for showrooms, capable of hosting different products in order to adapt to multiple commercial needs.
It is a modular format available in multiple colours, reflecting the product finishes, and three different options for each. The chosen design matches the visual language adopted in fairs, windows and videos, guaranteeing the consistency and immediate recognition of the brand in any exhibition context.
We handled the design and implementation of the corporate showroom, with the aim of creating a multifunctional space that would reflect the distinctive identity of the brand.
The entrance acts as the business card of the entire space, welcoming the visitor to the Platek world through an immersive experience of playful lights and materials.
We have dedicated a space to informal meetings and a bar room, designed as a breakout area for the exchange of ideas.
The showroom's heart, however, is the exhibition space, intended for both decorative and architectural products, and designed in a way which clearly differentiates the space between those two aspects. The showroom highlights product collections, offering the visitor a complete view of the wide Platek range.
Finally, we foresaw a versatile space to be used as a large meeting area, welcoming dealers and participants in training events with guaranteed comfort and functionality.