When something is done well, it looks very easy. Many Italian lighting companies are reacting to the current economic climate, and the reduction of lighting retailers in Italy, by deciding to be more open to contract work. But many of them do not know how to set about doing it.
Oluce came to the same conclusion, but they know exactly how to do it! So, what are they doing?
First, they are making it absolutely clear that they really are interested in making special versions of their lights. They have branded the offer "bespoke tailoring" because this evokes both what they will be doing -- custom pieces, not just "off the peg" -- but also the quality standards of the best tailors. You can read their announcement of the service here.
Then, they created a special area of their stand for the "bespoke tailoring" offer. I've selected the picture at the top of this post because it includes Francesco Rota's fine Canopy pendant light of 2009 . It is really a shot of a table in this special area.
But it did not only have a proper table and chairs (essential though these are). Nor did they just have Coupé 3321s in very unusual colours and metal finishes. They had also laid out the cloths, finishes and materials you could choose from, as your tailor does his cloths. I counted fourteen paint colours, ten metal finishes, fifty six anodizations, plus marbles, stones...
This was a display set into a wall:
And here, samples are under glass set into a large table:
and other materials:
So, not only is Oluce making it clear that they welcome requests for specials, they are also making it as easy as possible for the specifier to find the exact colour, finish and material that they would like. They can put the samples together to see if a paint really does work with a particular metal finish.
Well, they could do these things in the area of the stand during Euroluce that was dedicated to "bespoke tailoring", but that show is now over. What will be particularly interesting to Cameron Peters Fine Lighting, as the only professional service supporting interior designers when they specify lighting, is how this will work day-to-day, in practice, in London.
So their solution is simple. Obvious, maybe. But no other lighting maker has approached customization this way before. Well done, Oluce.