The new Linea Light Group showroom: a blend of lighting design, technology and innovation
Linea Light Group, one of the major players on the international lighting scene, with its Linealight, i-LèD and Stilnovo brands, announces the opening of its new “LIGHT HUB” showroom in Via Giovanni Boccaccio 15/A, in Milan. Located just a stone’s throw from the heart of the city, this new space showcases the perfect combination of aesthetics, technology and functionality. The LIGHT HUB is a space dedicated to the discovery and experience of Linea Light Group and Stilnovo products, without direct sales purposes.
Linea Light Group, the Italian Treviso-based company founded in 1976 and a pioneer in LED technology, now has a consolidated turnover approaching 100-million-euro, 3 production facilities (one in Italy, one in the USA and the third in China), 13 subsidiaries and over 530 employees distributed around the world, thus reinforcing the company’s international identity; the foreign market represents 70% of the Group’s turnover, while the remaining 30% of sales comes from Italy. The Middle East continues to record steady growth, positioning itself for years as one of the most strategically important regions in terms of revenue, which the company aims to strengthen even further. The Far East where, over the last few years, Linea Light Group has reinforced its presence, especially in China and Singapore, is stable. The American subsidiary guarantees the Group direct access to the American market, one of its key objectives for the coming years. A positive trend also in Europe: Linea Light Group has strengthened its position in northern Europe, a market that the company views as key for future growth, while maintaining a stable foothold in both Italy and Central Europe.
In 2019 with the acquisition of Stilnovo – the historical Italian lighting brand founded in Milan in 1946 by Bruno Gatta – Linea Light Group added an important component to the strategic relaunch of its decorative product offering. Over the last two years, Stilnovo has recorded significant growth in Italy and around the world, especially in Scandinavia and the Far East. Thanks to the new showroom, Stilnovo has now “come home” to the city where it started out and in which it has so far made a comeback through important business partnerships, the latest being with the ‘La Rinascente’ department store. Stilnovo’s immediate future includes the participation in Maison & Object in January, in Paris, and the launch of the new product collections by the spring of 2025.
“The opening of our first showroom in Milan as Linea Light Group is an important step for our company. Through LIGHT HUB, we want to offer not just an exhibition space, but a genuine innovation centre where design, technology and functionality come together to inspire and shape the lighting of the future. We are proud to do this in a city like Milan, the international design capital, where the Stilnovo brand has long-standing connections. It is, at last, returning to a fitting space that truly reflects its identity and history. Our Group can now showcase and demonstrate its vision of contemporary lighting through the LIGHT HUB” says Gianni Bolzan, CEO of Linea Light Group.
The showroom is laid out to create a unique sensory experience where architecture and design merge to inspire unforgettable emotions. The result of a major renovation project curated by Studio Giuseppe Tortato Architetti, the showroom spans three levels, each one carefully designed to captivate and inspire. Two iconic staircases lie at the heart of the project: a white steel sculpture elegantly graces the entrance, while a second staircase leads to the nerve centre of the showroom, where light can be touched, experienced first-hand and experimented with. Among the highlights is a long red metal table that welcomes visitors with an invitation to creativity, becoming a meeting point for designers and customers. The neutral effect of the spaces provides the perfect stage on which to display and showcase the light fixtures, creating a dynamic and flexible environment. The LIGHT HUB was developed in full collaboration with the client, incorporating a vision that highlights not only the product’s excellence but also the production process and its link to the company’s roots. LIGHT HUB offers an authentic journey into the universe of light, an experience that invites visitors to discover the magic of design and the emotion that light can create.
The showroom is divided into two main areas. One more “emotional” part, dedicated to Stilnovo, celebrates decorative and designer lighting with striking settings that captivate and inspire. The other more “technical” one, dedicated specifically to the i-LèD range by Linea Light Group, highlights the precision and quality of professional lighting, offering visitors the possibility to explore and touch cutting-edge solutions first-hand.
Thanks to the new yet unique Showroom, it is now possible to explore and learn about all the products in the current Stilnovo range. The two large windows overlooking the street provide a sneak peek into the story of the brand, featuring the combination of iconic, timeless design and modern technological lighting solutions. On the one hand, the celebrated Saliscendi lamp by the Castiglioni brothers which turned Stilnovo into an internationally renowned lighting brand; on the other, the latest new-entry, Torino, by the Japanese designer, Shigeaki Asahara, an encounter between clean lines and technical innovation.
Minimalist yet cosy, the interior space – named Stilnovo Atelier – traces the history of the brand through its most famous icons. Starting with the re-editions of the 1950s, Galassia, Megafono and Sputnik, continuing through the 1960s, ‘70s and ‘80s with pieces such as Buonanotte, Periscopio, Minitopo, Valigia and Minibox, created by the great names in Italian design such as Giovanni Luigi Gorgoni, Danilo and Corrado Aldi, Joe Colombo, Ettore Sottsass, Gae Aulenti and Piero Castiglioni to name but a few, to arrive at the more recent collections. These include the Honey suspension light by Pio and Tito Toso that hangs elegantly over the entrance and the eye-catching cascade of Diphy, produced with OptiLightTM technology, up to the evocative re-edition of Halley, the brainchild of Richard Sapper.
The ground floor houses the Meeting Dark, a multi-functional room, that can be used both for displaying products and as a conference room. This space can also be transformed into an event room for thirty people. Some of the main decorative table lamps of the Linea Light Group brand are displayed along the side walls, and on the bookcases and shelves, as well as a selection of Stilnovo masterpieces that complete the exhibition of the Milanese brand. Skylum Round, the large ceiling light, is a statement piece, creating an intimate atmosphere and focal point in the room. The Modus system discretely lights the both the Atelier and Meeting Dark space with its slender profile and modules: Wall Washer, Spot Downlight and Spot Projector, which fit seamlessly into the showroom, add a modern, sophisticated touch to the atmosphere. One of the hallmark features of the Meeting Dark space is the access to the Systems Area basement via a staircase illuminated by Skylum PRO. This lighting fixture is a unique piece, both in terms of its size and use of advanced technology. The double-spaced circuits, that combine RGB and white light, are welded without the use of automated machinery inside the casing, giving the fixture a unique hand-crafted precision. The system is controlled by DMX protocol which allows customised light scenarios to be created that include dynamic light as well as visual content such as images and videos. This cutting-edge technology, paired with the immersive experience, makes Skylum PRO a true technological gem, capable of astonishing and engaging anyone who enters this space.
The Systems & Outdoor Area is in the basement, a space dedicated entirely to technical experimentation and project consultancy. Here, sector-based professional can interact directly with the products and test their functionality in real time. This is a space where visitors can discover and participate in the world of light, in an immersive world, isolated from the outside, where every detail is designed to promote an all-round experience and technical analysis. It is the ideal setting for providing support for designers, architects and lighting designers, to test and install the products, with a direct and innovative hands-on approach to the world of lighting.
At the back, the outdoor solutions are located in two niches in the wall: the linear solution, Xenia Blade Inground, is displayed in the first niche, blending seamlessly into the architecture and bathing the intrados with an elegant light, while the Orma uplight embedded in the ground, and the Portik ceiling light, installed at the top of the recess, are located in the second niche. The area is completed by a long rack displaying the main outdoor linear systems, including Xenia, Paseo and Archiline, whose bars can be detached and tested on the spot thanks to a special 9-metre-long arched section running across the entire ceiling, allowing visitors to see the intensity and light output of the systems over a large area in real time. The vault is also on the same floor, an area with a futuristic design, which turns the LIGHT HUB into a genuine testing lab. The space is surrounded by custom-built cabinets with several safes resembling a real vault that contain pre-wired, ready-to-use equipment, ideal for testing or brought directly to the installation site as mock-ups. The design of the basement recalls Linea Light Group’s manufacturing tradition, providing a space where visitors can actively interact with the lighting systems. This space reflects the essence of the Group’s technological and artisanal expertise, bringing the experience of the Treviso production workshops directly to Milan.
The first floor of the hub houses Linea Light Milan’s operational office, a functional, modern space where part of the company’s team works. Even though it is a workspace, it has been designed to maintain a balance between design and technology, thus reflecting the company’s identity. The lighting here combines both professional and decorative solutions. The fixtures installed not only ensure optimal lighting for daily activities, but also add an aesthetic and technological component that is the hallmark of Linea Light Group. This space, therefore, provides a practical demonstration of how the Group’s solutions can be introduced into workspaces, while maintaining a high level of efficiency and design
The LIGHT HUB experience is not limited to simply showcasing products: every area of the LIGHT HUB is fitted with advanced technologies, such as the TWIL control system to create custom lighting scenarios. This makes the showroom a go-to destination for anyone seeking innovative, designer solutions in the lighting industry.
Linea Light Group and Stilnovo’s LIGHT HUB is intended as a reference point for anyone looking to explore new frontiers in lighting design and technology. The unique combination of aesthetics, innovation and functionality mean the showroom can offer an immersive, interactive, all-round experience that takes visitors on a journey of light. A place where the encounter between creativity and technical expertise, design and state-of-the-art technology results in cutting-edge lighting solutions, ready to fulfil the needs of professionals and inspire new design ideas.
