"The lamp is more than just a lamp. It is part of the architectural design and home design. If it is cut off from the building, it will lose its vitality and value." - Zhang Liwei, the deputy general manager of Michelle Lighting, ALEX
Lighting is an art, and this art and architectural style is closely related to the trend of the times.
In recent years, in the styles of classicism, neoclassicalism, pastoral romance, modern simplicity and so on, modern minimalist style lighting is loved by many lighting consumers with its characteristics of keeping pace with the times and integrating fashion trends. Among the dozens of modern and simple lighting brands in Dengdu Ancient Town, Michelle Lighting ranked first in terms of its R&D and design advantages, and was highly recognized by customers.
A few days ago, the author interviewed Zhang Liwei ALEX, deputy general manager of Zhongshan Michelle Lighting Co., Ltd., and was fortunate to share some insights on the art of modern lighting.
The appearance of lighting
In China in the 1970s and 1980s, there was no such thing as "lighting". The houses were all allocated or built by the state. The areas where electricity can be used normally are already good. Many backward places also use kerosene. Ancient lighting fixtures such as lamps and lanterns. In the 1990s, with the wave of coastal reform and opening up, the national economy began to develop rapidly, and commercial housing entered the market. A group of people who got rich first drove the initial home decoration market, and “lighting” appeared with market demand.
Lighting exists due to architecture
“It can be said that the lighting is due to the building. The lamp is not just a lamp. It is part of the architectural design and home design. If it is separated from the building, it loses its value and vitality.” The artistic characteristics of the lighting, Michelle Lighting Deputy General Manager Zhang Liwei ALEX first opened the door to express their views.
Lighting services for home life, from the history of global industrial design development, China's lighting design and the world's developed countries still have a big gap. Lighting design belongs to a classification of industrial design, such as cars, large and small appliances are all in the industrial design category. There is a term in industrial design, called human-computer interaction, that is, the harmonious communication and experience of people and machines. Such as cars, the comfort of people sitting in, the convenience of driving operations, and so on. The lighting design is the same. The excellent lighting design product is to make the emotional change between the person and the lamp, instead of the isolation and loss of connection. This is also the idea that Michelle Lighting always adheres to - that is, the home lighting and home The function and home art are connected to become a harmonious whole of people and living environment. These ideas benefit from daily communication with foreign architects and industrial designers.
In foreign countries, designers from Europe and other developed countries, especially architects, design the overall architectural design, interior design, and even furniture, including lighting design, by the architect or his team. Completed in order to ensure the integrity and perfection of the architectural design.
In China, lighting design is currently only a part of passive design for architectural design. At the market division and operation level, many aspects related to architectural design have been divided into many industries one-sidedly. In fact, from the perspective of art structure, they are all serving the whole of architectural art and home culture.
Development of modern lighting
Lighting is an art that is closely related to the architectural style and the trend of the times. In the styles of classicism, neoclassicalism, pastoral romance, modern simplicity and so on, modern minimalist style lighting is loved by many lighting consumers with its characteristics of keeping pace with the times and integrating fashion trends.
According to Zhang Liwei, modern minimalist style lighting has been widely sought after by the market in recent years, mainly because the current mainstream of consumers has turned to the younger generation after the 1980s and 90s. They are free and economically independent, pursuing individuality and fashion taste. In addition, the modern commercial housing tends to be modeled, with a simple appearance, a well-structured structure and a low floor height, which is suitable for the modern home decoration style and the use of modern lamps.
However, due to its trend, modern lamps determine that the product life cycle is generally short, so the design and development speed of modern lamps is faster than other styles, otherwise it will be thrown away by the market. This requires lighting designers to develop in tandem with the times. Designers must not only improve the aesthetics of their personal professional fields, but also absorb inspiration from other product areas, including the use of materials, structural combinations and aesthetic elements.
In addition to aesthetics and the market, the functions and technologies of modern lighting are also developing in the wave of generations. For example, thicker packaged patches have been used before, and now there is an inverted packaging technology, and the light source can be thinner and slimmer. This has reduced the constraints on the material volume of the lighting designer and has more room to play. The rapid development of LED light source technology has provided a blue sky for the art of lighting design.
From "China Light Capital" to "World Lights"
“Everything from low-level to advanced stage has a gradual process from quantitative change to qualitative change. The core competitiveness of modern lighting is firstly product design, followed by production efficiency. If product design is not competitive, it is impossible to have brand competition. Force." Zhang Liwei ALEX said.
Most of China's lighting products are still only qualified products, and there is still a long way to go from the top products of excellent products. In terms of brand connotation, China's current lighting brands still do not have a real world brand. Compared to other mature industries, such as luxury goods, clothing, and the automotive industry, China's lighting industry is still very young. Like most industries, the lighting industry started with counterfeit products. What products are sold in the market and what products are made, the industry is plagiarized. Now, many manufacturers with foresight have begun to take the brand route, which is a qualitative change process.
There is a very important principle in branding, that is, it must start from the boss's concept level. Only when the leaders of corporate brands have a high degree of brand awareness can they continue to follow the path of brand building. There is such a consensus in the leader and corporate culture that it is then possible to make such an excellent product. Because Mr. Pan Guangyao, the leader of Michelle Lighting, was a designer, he experienced a lot of experience on this road. Secondly, there is a big gap in talent training, including design talents, marketing talents, and production technology talents. Urgently improve the training mechanism for talents in the lighting industry, which needs to be improved from the perspective of the company and the national system.
Chinese lighting brands have to go to the world, turning "China Light Capital" into "World Light Capital". The road is long and tortuous. This requires the aspiring "lights of the people" to go forward and achieve this great goal.