Wagering on youth is the right choice – Article on IFDM

Wagering on youth is the right choice

Euroluce continues to have a positive impact, also thanks to Twenty Brand Design: Michele Losito, CEO of the Apulia-based company, talks about the new brand that is presenting the winners of the competition NewNow19

Euroluce-Light of Italy is carving out an important space for itself on the national and international scene. Also because of NEWNOW.19, the initiative launched to celebrate the company’s first 20 years: a contest aimed at young designers and their studios.

The projects by the winners in the competition, Daniel Becker (Berlin), Alberto Ghirardello (Milan) and Studio Sovrappensiero (Milan), have been inserted in the collections of Txxnty Brand Design: “We have met the challenge of renewal by combining the design activity of our studio with that of young talents – says the founder and CEO Michele Losito – and I believe the results have proven that this is a correct choice, judging from the gratifying response recorded during the recent lighting fair held in Milan in April.”

This success is borne out by the reactions gathered during the course of Salone del Mobile.Milano, where Euroluce took part as an exhibitor, at the “Salone Internazionale dell’Illuminazione di Milano”: “The remarks of architects, interior designers and technicians who visited our booths were very flattering – Losito continues – demonstrating great interest in the new creations of Twenty Brand Design and in our collections in general. We were certain that by managing to put objects and energy in relation to human beings, launching reflections on light and its relationship with materials and form, would enable us to open the way into new markets, while at the same time responding to modern needs in terms of taste and style.”

Among the products capturing the most attention, Neva by Daniel Becker Design Studio features a handcrafted structure, with the option of using white or transparent tubes; and Patchwork by Sovrappensiero, the Milan-based studio founded by Lorenzo De Rosa and Ernesto Iadevaia, is also made by hand.

Without overlooking Cyrock, created by Studio in Project, the design studio of Euroluce that operates in collaboration with the designer Nunzia Acquaviva: a crystal rock Made in Tuscany with an LED filament and gold finish.