Lee Broom thought of a clever way to take his brand new collection of lighting on the road – quite literally. To launch Optical, he designed the interior of his studio’s delivery van to look like a traditional Italian palazzo and then installed the black and white light for an overall dramatic effect.
The industrial van got made over with Broom’s signature grey color, along with ornate corinthian columns, architrave and stuccoed details, and an illuminated floor to become the backdrop for the new monochromatic light fixtures.
The van was then driven from Broom’s London headquarters all the way to Milan for Salone del Mobile to be shown in various spots around the city, including Brera Design District, Spazio Rossana Orlandi, ZonaTortona, San Gregorio Docet, Ventura Lambrate, and more. The idea’s name? Salone del Automobile. Pretty genius.
The illuminated globes feature graphic, linear patterns in asymmetrical designs that change depending on the angle viewed. The design was inspired by Broom’s own design inspiration from the early 90s when decorating his own bedroom with monochrome graphics.