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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


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


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


7

Installation at Humanitas Hospital Gamma Knife Radiosurgery

department, Milan (IT).System OFF

Photo: Michael Loos

CoeLux® 45 HC

8


department, Milan (IT).Artificial light and system ON

Photo: Michael Loos

CoeLux® 45 HC

9


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


During daytime.System ON

Photo: Michael Loos

CoeLux® 45 HC


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’

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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.


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


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.


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


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


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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”.



Experience the Sky

Thank you!

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