On-site and online: Trade show communications for Ingo Maurer at Euroluce 2025
- sw07265
- Apr 14
- 3 min read
Updated: Apr 15
"Between technology and poetry" – under this guiding principle, Ingo Maurer presented itself from April 8 to 13, 2025, at Euroluce in Milan – one of the world’s most important platforms for innovative lighting design. In Hall 4, Booth C02, light was not just shown, but staged: as experiment, as sculpture, as narrative.
As Ingo Maurer’s long-standing communications agency, we accompanied the entire trade show appearance strategically, creatively, and operationally. Even before Euroluce, we worked closely with the team to define and refine key messages that would serve as the communicative foundation across all channels. Based on this, we coordinated all product photography, handled the copywriting for press materials, developed content for the website – including news and product texts – and ensured all materials were media-ready.
We also took charge of social media not just in terms of day-to-day execution, but with a cross-platform concept: from visual language to narrative arc, we created a cohesive digital storytelling strategy that complemented and extended the on-site presence. Our real-time community management before, during, and after the fair ensured direct interaction and seamless communication. Our mission was not only to make the brilliance of the trade fair appearance visible, but to present it coherently and in line with the brand across all channels. In this way, Ingo Maurer’s presence at Euroluce became more than a physical experience – it became a consistently curated brand moment, both on-site and online.
The exhibition booth itself was more than a stage – it was a space of experience. Bold colors, open structures, poetic details: the design blended familiarity with new impulses. White panels formed a calm canvas for the lighting pieces, while vibrant magenta exteriors and the brand's signature green interiors created a strong visual identity. Paper sails structured the space without dividing it – resulting in a play of openness and lightness.
At the heart of the presentation were five new luminaires, each vastly different and yet united by the collective spirit of the Ingo Maurer design team. Strange Little Thing was a radically minimal circuit-board fixture – raw, direct, and movable. Shhh! showcased a bulb protected by a headphone – a visual poem about silence and identity. Bruce Springsteelimpressed with technical finesse: a filigree spotlight suspended by two conductive wires. Jasna Kuchnia brought porcelain dinner plates into a new light, while NALUM turned mirror effects and tiny surfer figures into a playful lighting landscape. The collection was rounded off by current works and timeless classics – making one thing clear: Ingo Maurer doesn't think in series, but in stories.
A special highlight was the staging of a vintage Fiat 500 beneath an XXL dome – a homage to an iconic photo by Tom Vack, and a playful nod to the company’s broad creative range, spanning from residential lighting to large-scale projects such as lighting concepts for train stations and custom installations in the B2B sector. The colored glow from inside the dome appeared to have "spilled" onto the car’s roof – a supposed mishap, turning light itself into the protagonist.
Beyond the fairgrounds, Ingo Maurer also left its mark: as part of BASE Milano, the local bistro was transformed into a curated lighting installation, where classics and new designs came together to create a spatial composition somewhere between industrial architecture and lighting poetry.
For us as the lead agency, Euroluce 2025 was a multidimensional communication space. With tightly interwoven storytelling across press, digital content, and social media, we helped ensure that this light reached far beyond Milan.
