Martinelli Luce: past and future, in images

The communications of the Tuscan firm get a new more emotional, immediate look, staged by the studio Diorama

Martinelli Luce opts for innovation to tell its story. A story full of deeply rooted values, across 70 years, making the company an advocate of light within a creative legacy made of constant technological research. In step with modernity and today’s market, today the firm chooses to communicate its positioning in the world of lighting design through a new video created by the studio Diorama. Expressive and visual quickness and freshness are conveyed by the digital medium, under the guidance of creative director Uros Vukovic, with original music by Iz Svemira. A reel that plays with vivid emotional content, and a sequence of images – 3D renderings – made of lights, forms and colors.

Cobra by Martinelli Luce, Design Elio Martinelli

Cobra by Martinelli Luce, Design Elio Martinelli

The totally immersive clip, packed with sensations triggered by sound effects in sci-fi scenarios, reveals barely glimpsed products like spaceships, exploring back to the origin of light and its transformation. At the same time, certain key words flow together with the images, in a continuous dance of hide and seek with the lighting elements. The terms are: minimalism, geometry and nature, sources of inspiration for the company, but also technological research and modular design, cornerstones of the firm’s production.

The curtain opens onto Profiterolle by Sergio Asti, launching a glacial setting where the material of the lamp is crystallized like water, taking on all the facets of ice. The link to nature is also evoked by Cobra, by Elio Martinelli, inside a perfect circle that underscores its lines; or Serpente, with its sinuous, elegant reptilian profiles.

Profiterolle by Martinelli Luce, Design Sergio Asti

Profiterolle by Martinelli Luce, Design Sergio Asti

Then comes Pipistrello, by Gae Aulenti, the most iconic lamp, an embodiment of technological research. The mushroom narrated through the perfect geometry of its spores is Mico, by Marc Sadler, leading us to the mutable game of texture of Elastica, a band of fabric whose pattern resembles the scales of a snake. Finally, Mamba, Calabronet and Nuvole Vagabonde shift the focus towards modular design and compatibility, where the various pieces can create infinite luminous games.

Mico by Martinelli Luce, Design Marc Sadler

Mico by Martinelli Luce,
Design Marc Sadler

Elastica by Martinelli Luce, Design Studio Habits

Elastica by Martinelli Luce,
Design Studio Habits

Pipistrello by Martinelli Luce, Design Gae Aulenti

Pipistrello by Martinelli Luce,
Design Gae Aulenti

The final slogan, ‘Light for Life,’ brings us back to the beginning of it all, when in the 1950s Elio Martinelli – founder of the firm – created a workshop in a basement in the center of Lucca, where the future began to take form.