Insights

A digital exploration of the new era of lighting in collaboration with Six N. Five

This campaign was born with Plusminus. Thanks to its compositional value, application potential and infinite lighting possibilities, the latest addition to the Vibia collection marks a new era of lighting. Merging physical and digital, it allows professionals to visualise their design in a space, either by drawing directly in 3D or by customising their configuration step by step. Since the digital component of the product is so important, we wanted to launch it on the market with a communication campaign that would transmit this aspect. That’s why we turned to Six N. Five.

Vibia The Edit - A digital exploration of the new era of lighting - Plusminus

Designed by Diez Studio, Plusminus allows light to be shaped at will. It breaks with the division between decorative and technical lighting, replacing it with a single versatile system consisting of an adjustable textile belt whose fabric imperceptibly integrates conductive fibres.

Vibia The Edit - A digital exploration of the new era of lighting - Plusminus
Vibia The Edit - A digital exploration of the new era of lighting - Plusminus

Thanks to its simple “click & connect” functionality, the belt allows for the free positioning of multiple luminaires and the intuitive creation of personalised lighting effects to suit any mood.

Vibia The Edit - Plusminus The New Era of Lighting
Vibia The Edit - Plusminus The New Era of Lighting
Vibia The Edit - Plusminus The New Era of Lighting

If you can imagine it, you can create it with Plusminus.

The first of its kind in the industry, Plusminus presents professionals with the opportunity to compose personalised layouts from scratch using Vibia’s groundbreaking configurator tool and user-friendly digital platform, which offers a choice of over 100 preset configurations that can be customised to suit the specific needs of each project.

Vibia The Edit - A digital exploration of the new era of lighting - Plusminus

Six N. Five is an experimental and multidisciplinary design studio specialising in digital experiences with a minimal aesthetic, poetic composition and plenty of imagination. Their ability to tell stories that move and inspire through 3D creations legitimises CGI as a new medium of artistic expression. Furthermore, we share the same values: exploration, creativity, innovation, collaboration.

Vibia The Edit - A digital exploration of the new era of lighting - Plusminus
Vibia The Edit - A digital exploration of the new era of lighting - Plusminus
Vibia The Edit - A digital exploration of the new era of lighting - Plusminus

When we met with Ezequiel Pini and his team, we explained the concept behind Plusminus and offered them the chance to see the product physically installed in a range of different spaces, demonstrating its capacity to create unique atmospheres and generate a sense of wellbeing. The assignment was to transmit the following three core values through a digital experience:

– The fluidity of light
– Shaping atmospheres: a creative toolkit
– Easy installation and cutting-edge configuration

Vibia The Edit - A digital exploration of the new era of lighting - Plusminus

As predicted, the result is outstanding. Six N. Five take us on a digital journey to a beautiful landscape where we enter a large minimalist building with a wall of windows overlooking the view. On a table in the living room is a Plusminus toolkit, which opens to reveal several lighting components, neatly packaged and ready for installation. One of these components rolls off the table to set in motion a flow of events that truly captures the essence of Plusminus.

Vibia The Edit - A digital exploration of the new era of lighting - Plusminus
Vibia The Edit - A digital exploration of the new era of lighting - Plusminus

Moving from room to room we discover its easy application and the fluidity of its compositional potential. Draped like a ribbon, Plusminus takes on the soft curves of a chandelier or pendant; pulled taut, it draws the geometric line of a rail or becomes a striking space divider.

Vibia The Edit - A digital exploration of the new era of lighting - Plusminus

The video ends by bringing us back to a full view of the house within a computer screen, an imaginative nod to the product’s capacity for digital configuration.

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