The aim of our client Philips was to position Philips Lighting as part of a retailer’s brand experience; move lighting from the facility budget towards the marketing budget of a retailer. The strategy was to connect to the retailer by showing Philips’ understanding of the retailer’s mindset by creating an innovative high-level hospitality program that appeals to CEO’s and brand managers of European design and fashion retailers. We created a platform for emerging talented lighting and fashion designers. Each lighting designer teamed up with a fashion designer somewhere in Europe in order to create avant-garde lighting experiences featuring the vision behind this collection or designer label. We connected Philips to the most high-level producers of Amsterdam and guarded the concept during preparations until the actual event. Illuminesca positions itself as a high-level, exclusive, inspiration event that treats guests on the latest developments in fashion, lighting and retailing.