The project main objective is to design, manufacture, and commercialize two new products which are expected to enable CoeLux to address the worldwide market at large, and doing it well before any competitor will be. In particular, the first product is intended to enlarge the customer base, thanks to the reduced size with respect to the High End products, and to its linear shape that perfectly suits specific applications, like offices, passageways, and the like. The second product is the natural evolution of the CoeLux technology, which will ensure a sky-sun illumination and visual appearance as close as possible to current CoeLux High End products, but without the limitation due to the huge volume currently necessary. This will open up applications which are currently hindered by the overall size of the products, especially in sectors like transport, real estate, etc. Thank to its high flexibility the product can also be customized by arranging various modules in the desired shape or even to create a full-sky effect. Thanks to these products, the CoeLux will pursue its positioning strategy based on the following distinctive product values:
1. Uniqueness, which enriches the aesthetic attributes of the product with a solution that goes beyond simple design. Like the brilliant design masterpieces of other competing solutions, CoeLuxVR literally touches the users, but more importantly, it makes them interact with light, capturing and entertaining them.
2. Convergence: the latest trends in high-end lighting design focus on the convergence between the functional and aesthetic attributes of the product, which very often challenges the designers with difficult trade-offs. CoeLuxVR decorative function is surely the first tangible attribute, but the product is really thought to shine a light that is definitely “usable”, putting the users in a more comfortable, relaxing, and productive environment.
3. Value Creation: green, sustainable and people centric building design and construction approaches are now gradually gaining momentum, as well as internationally recognised certification processes and standards, as the LEED Certification from the Green Building Council, and the BREEAM in the UK. Very strict requirements in terms of interior comfort are currently requested in order for building to obtain a certification (which in the case of LEED can be Basic, Silver, Gold, or Platinum), or to progress to the next grade, which of course implies an increase of the building value. Differently to other competitors, CoeLuxVR is already deemed to contribute to the certification of buildings with few or no access to direct light, and the company is already in discussion with such certification bodies to validate such use of the technology.
The synthesis of these three values is poised to demonstrate direct and indirect gains for customers, deriving from change of consumer behaviour, staff motivation, concentration, improved wellness, and a general thrill of positive energy given by such new experience.
