Redefining a Legacy
Strategic PR consulting and PR concept for Ingo Maurer following acquisition by Foscarini
# SALES COMMUNICATIONS
# SALES COMMUNICATIONS
Für das Unternehmen Laminam erarbeitete unsere Agentur einen strategischen Contentplan, der die Design-Kollektionen und Referenzen des Keramik-Herstellers in zielgruppenwirksame Inhalte transferiert.
The successful reorganisation and transition of an established, founder-led company to a new management structure requires holistic communications support. Following the death of design icon Ingo Maurer in 2019 and the takeover by Foscarini three years later, we were commissioned to support this transition phase with the right PR strategy. Our task is to tell the story of this transformation in a way that highlights the company's values. To this day, this requires a careful and respectful approach to heritage and brand identity. The aim was to honour the solid foundations laid by the founder and his team, while communicating the company's vision for the future.
Since 2018, we have been designing PR measures for the renowned Munich-based lighting manufacturer Ingo Maurer. As a long-time companion of the entrepreneurial family with a deep understanding of the corporate culture and our many years of expertise in the lighting industry, we brought a lot of passion to this challenging task.
Strategic PR – from vision to reality
Carlo Urbinati, CEO of Foscarini, talking to journalists at the Ingo Maurer press event in February 2023.
Global stage: International press event in Munich
We planned an exclusive international press event in Munich in February 2023 for Ingo Maurer's first public appearance after the takeover by Foscarini. To this end, we held intensive discussions with the design team to ask them the relevant questions about their work, their creative development and the new challenges that lay ahead. As part of the strategic consulting and preparation for the press briefings, we produced a detailed Q&A document which became the content guide for media communications. We designed the event programme, coordinated speaker roles and ensured the day ran smoothly. We arranged one-to-one interviews to create discussion spaces where Foscarini and Ingo Maurer GmbH executives could explain their new partnership to journalists on a one-to-one basis.
Ingo Maurer's impressive lighting installation in the heart of Milan on the occasion of Euroluce 2023.
Another important step was Ingo Maurer's appearance at the Euroluce 2023 international trade fair, which focused on a spectacular lighting installation in the centre of Milan. We prepared a series of comprehensive product texts in advance to communicate the new luminaires to the press and multipliers. In numerous interviews with Ingo Maurer's designers, we gained important insights, explanations of technical features and development stories. The resulting content was used in a variety of ways, including the development of informative press releases for our international press network, thus creating a content base for sales and their sales documentation.
Ingo Maurer at the Euroluce 2023
Spectacular staging: the new "pic-a-stic" luminaire by Ingo Maurer in the rooms of the Milan light installation.
Impressive response in the media
Based on our communications strategy and the resulting high quality press content, the right key messages found their way into the media coverage. Over a period of several months, we were able to generate numerous publications in the mainstream media, trade journals and the daily press. The positive media response resulted in a clear positioning of the company as a major player in the industry. Our PR approach was instrumental in maintaining confidence in the brand's vision and identity after the successful transformation.
Ingo Maurer manufactures all lights by hand in his own production facility in Aubing.
Our client
Ingo Maurer GmbH has designed and produced exceptional designer lighting in Munich for over 50 years. The company has made its mark around the globe with numerous private and public commissions. Some of the most renowned designs taken into series production include Bulb (1966), the YaYaHo low-voltage lighting system (1984) and the Lucellino wing lamp (1992). The light and interior design at the Radisson Collection Hotel in Tsinandali, Georgia (2018), the installation for the Issey Miyake fashion show in Paris (1999), the lighting concept involving disused furnaces in Belval, Esch (2013/2022), the light concept for the seven subway stations in Karlsruhe (2022) and the UNICEF Crystal Snowflake in New York City (2004-present) are only a few of the highlights on the long list of commissioned work and impressive individual pieces created for private clients and public buildings.
Further References
#PUBLIC RELATIONS #COPYWRITING #CONTENT MARKETING #SOCIAL MEDIA
Our content strategy for the German Design Council includes exclusive trend reports, social media posts and sophisticated press relations. Find out how we turn unused resources into meaningful content for businesses.
