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CoeLux® Un caso di successo nella partecipazione allo strumento PMI.
Marta Cecilia Pigazzini CoeLux Srl – University of Insubria Spin off
Milano, 15 March 2016
What if you could experience the joy of a sunny sky wherever and whenever you
want?
Experience the Sky
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
Bringing the outdoors indoors“The artificial skylight that you won't believe isn't real”
VISION
• The human species has evolved in and craves the open space
• But, 19th - 21st century lighting technology has driven us into daytime caves
• Opportunity for a lighting revolution
Experience the Sky
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
FAILED ATTEMPTS
• Current “sky” luminaires deliver mixed blue/white diffused light for a weak cloud effect
• Some are little more than a flat panel display screen, like on an airplane
• Direct sun beams and object shadows are missing, like in an overcast day
• Result is an unconvincing, even claustrophobic experience
Max Lumen Graphic Ceiling MuralArtificial Sky Artificial Sky
Experience the Sky
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
THE SOLUTION
The above images are not computer renderings.
• CoeLux is the first company to faithfully reproduce the full effect of the sky and sun in an artificial device
• The combined direct “sun” beam and diffuse “sky” light provide a natural, sunny day, illumination and an infinite-depth perception
• CoeLux is beyond a luminaire: physiologically, it is a window creating space
Experience the Sky
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
7
Installation at Humanitas Hospital Gamma Knife Radiosurgery
department, Milan (IT).System OFF
Photo: Michael Loos
CoeLux® 45 HC
8
Installation at Humanitas Hospital Gamma Knife Radiosurgery
department, Milan (IT).Artificial light and system ON
Photo: Michael Loos
CoeLux® 45 HC
9
Installation at Humanitas Hospital Gamma Knife Radiosurgery
department, Milan (IT).System ON
Photo: Michael Loos
CoeLux® 45 HC
“Simulating the sky is “a prestige game”, Di Trapani says. “You have to manage it very precisely or it doesn’t work.” The task is to do just enough to trick the
brain into believing the skylight is real. (…) But, he adds, the intention is not to make a deceptive, Truman Show-style replica of nature, but something more
akin to theatre or a work of art: a consensual illusion that deepens our appreciation and understanding of the real thing.”
Experience the Sky
11
Installation at SPazio_INnovazione Via Cerva 25, Milan (IT).
During nighttime.System ON
Photo: Michael Loos
CoeLux® 45 HC
Installation at SPazio_INnovazione Via Cerva 25, Milan (IT).
During daytime.System ON
Photo: Michael Loos
CoeLux® 45 HC
Installation at SPazio_INnovazione Via Cerva 25, Milan (IT).
During nighttime.System ON
Photo: Michael Loos
CoeLux® 45 HC
A (MULTIPLE) SUCCESS CASEExperience the Sky
Milano, 15 March 2016
2010 – CoeLux, FP7 SME Capacities – 6 partners R&D Project – completed end of 2012 Output: First functional sample of CoeLux lighting system
2012 – SkyCoat, FP7 SME Cooperation – 13 partners R&D Project, completed end of 2015 Output: new product development – up to functional sample
2013 – DeepLite, FP7 SME Cooperation – 4 partners Demonstration Project, completed end of 2015 Output: first installations of CoeLux lighting systems
2014 – CoeLux VR, H2020 SME Instrument – only CoeLux Product engineering ( from TRL6) - Ongoing Output: products ready for the market.
Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
15
THE H2020 PPROJECT – CoeLux VRExperience the Sky
THE H2020 PPROJECT – CoeLux VRExperience the Sky
A few numbers:
- Decided to enter phase 2 directly;
- 1 partner involved (CoeLux Srl);
- 2.179.363 euro of funding requested;
- TR6 o products ! 5 – 6 (i.e. functional sample already tested in lab
environment)
- Over 700.000 euro of budget dedicated to subcontracting;
- Duration: May 2015 – April 2017.
Main goals:
- Ramp-up the operational capacity, increasing the company’s preparedness
to the global market;
- Complete the technology development & product engineering.
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
CoeLux introduces two completely new attributes to lighting:
• Sense of wonder induced by the perfect reproduction of the sunlight magic touch and the blue sky perception;
• Naturalness which disrupts the tradit ional dichotomy between artificial and natural light.
CoeLux lighting experience:• d e l i v e r s c o m f o r t a n d h e a l t h
promotion; • creates customers and users value;• confers a distinctive status feature
aligned with the needs of high-end customers.
Naturalness Sense of wonder
KEY FACTORSExperience the Sky
CoeLux introduces two completely new attributes
to lighting
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
SUBCONTRACTING…Experience the Sky
Over 700.000 euro of budget dedicated to subcontracting:
- Subcontracts names, budget and tasks specified in project proposal;
- For subcontracts over 100.000 euro, timings and deliverables, as well as budget
breakdown, defined at project submission phase;
CoeLux has no in-house facilities for prototyping/small production of specific
components. Subcontractors main tasks:
- Engineering of specific components based on specifications defined by CoeLux;
- Prototyping of optical components designed by CoeLux;
- Technical services, e.g. tests for product certifications, reliability and performance
tests;
- Costs for demonstrator installations and dissemination events.
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
Estimated lighting market value: 62B€ in 2016 globally and 20B€ in Europe (McKinsey, Frost&Sullivan).
Market segments: functional and decorative, crossing nine vertical industries:
Residential Office Retail Hospitality Industrial Education Healthcare Outdoor Architectural
Social HousingBanking &
FinanceShopping
centers Lodging Plants SchoolsPublic
hospitals Street lightingCultural heritage
Villas GovernmentSupermarket
sPubs &
restaurants Warehouses UniversitiesSenior
residencesCity
beautificationExibition grounds
Apartment blocks HQs Showrooms
Cinemas, Theatres Utilities Elderly homes Infrastructures Sport centers
RetailersGyms, Spas,
Pools Private clinics
Each vertical is split into high-end (market price > € 600-800) or low-end solutions, and in new or retrofit installations.
CoeLuxVR will compete in the high-end functional segment of the lighting market for new installations. Its first market roll-out will be based on the following key verticals: Residential, Office, Retail, and Hospitality.
Experience the SkyTHE MARKET
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
FAIR & EVENTS:Light + Building in Frankfurt, Salone del Mobile in Milan, Lux Live in London, Light
Festival Expo in Lyon…..
PRODUCT ADVERTISING: The advertising campaign will be carried out through a dedicated product website,
and a blended use of traditional and new media (brochure, social media, press
conferences, product video).
SPECIFIC PRODUCT DEMOS:1. One of the Northernmost European cities, to demonstrate the increase of
comfort in case of prolonged absence of sunlight;
2. One installation in an underground space;
3. Long term study on patiens to demonstrated the positive effect CoeLux light can
induce;
Experience the SkyDISSEMINATION
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
21
Experience the SkyIPR MANAGEMENT
CoeLux is a “PMI innovativa” according to the Italian D.L. 3/2015.
Main actions:
• Filing of product and process patent applications;
• Extension of current patent applications in order to broaden the coverage;
• Consolidate the product brand CoeLux®;
• Measure to ensure “freedom to operate”.
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
Milano, 15 March 2016 Seminario - Lo 'Strumento Per Le PMI' In Horizon 2020’
Experience the Sky
Thank you!