“Intense activities carried out in 2017, in particular from Euroluce to the end of the year, were focused on the objective of creating a group. From a single identity, over the last year Penta has transformed itself into a group of companies, proposing itself as a reference partner for complex lighting design projects. The Penta Group consists of three separate entities: Penta Light, dedicated to decorative lighting, Penta Architectural Light, specialised in indoor and outdoor technical and architectural solutions, and P Custom Light, for personalised and customised solutions as support for contract projects. Each entity is managed separately and has its own dedicated team. Each excels in its own sector, while also jointly offering complete and articulated services, as a single reference for architects, trend-setters, dealers and customers, for large-scale creations”.
This company transformation has also enabled an acceleration in the launch of new collections.
Yes, simultaneously we have pursued an intense development of our product range, with the launch of numerous decorative collections at Euroluce, developed in conjunction with our ‘historic’ designers Carlo Colombo (Elizabeth), Umberto Asnago (Jaqueline, Pop, Spoon), Daniel De Biasi and Federico Sandri (Clip, Enoki), Bartoli Design (Storm), Nicola Gallizia, current art director (Aprile, Narciso), as well as ‘new entries’ such as Artefatto (Clash).
What was the approach selected for Light + Building?
In Frankfurt we have just presented 6 new technical architectural lighting collections, Curvy Giò, Track, Emy, the stainless steel Handrail, Force, Panels, with focus on the themes of outdoor and modularity. Suitable for outdoor applications, Curvy Giò is an opal flexible polycarbonate profile available in three sizes, (10×10, 15×15, 25×25 mm), which enables 180° light emission, supplied with wall/ceiling/ suspended-mounting accessories, also in IP65 for use in humid and outdoor areas, or Track 18 and 30, a linear solution available in 18 or 30 mm widths for outdoor flooring and driveway use with a resistance of up to 5000 kg. Panels is a decorative or functional direct LED emission modular lighting system which emits uniform and intense glare-free light. Panels are customisable in terms of shape, size, temperature colour, finishing and performance.
What have you got in store for the week of the Milan Salone?
We’re ready to present Bespoke, our showroom in the centre of Milan, a few new collections focused in particular on the themes of outdoor, decorative and technical lighting as well as sound-proofing. The main event has been scheduled for 19th April.
What communication strategy have you invested in?
We’re structuring an important digital project and we’re also paying meticulous attention to the development of communication material, such as quality photos or footage which recounts our products, their distinguishing features, the atmospheres they create, our targets. For example our ‘short films’ for Euroluce 2017, or the video for the portable version of Narciso which belongs to the eponymous family of lamps designed by Nicola Gallizia. A wireless table lamp rechargeable via bluetooth, available in ‘mini’ or ‘large’ versions, with a loudspeaker for audio listening. We will also present the outdoor version at the Salone.