PHOTONIKA has landed in the Kingdom of Saudi Arabia!
We have been engaged to collaborate with the local Government about the requalification of a cluster of ancient villages in the region of Aseer, in the south of the Kingdom, within the ambitious national program VISION 2030 .
We have already developed proposals for two important locations, Al Bast District and Rijal Almaa, inscribed in the UNESCO’s Tentative list to soon become join the prestigious World Heritage Patrimony.
We are living the most extraordinary professional experience since our repertoire began, especially for the surprising world we have discovered there, a totally different dimension compared to the common thinking. The arising modern Arabian culture has preserved its ancient blueprint of progress, which has elected it as the most thriving land of knowledge in the world. We owe to Arabia our modern culture and the born of the scientific method.
The greatest challenge has been the creation of a strategic Lighting Design approach, coherent with the spirit which all ancient Arabian architects and artists have been led by: to transduce a collective meaning in the best material and visible form.
We have chosen to express the high values that had emerged from a keen preliminary study, which has led us to dare very exciting design choices, perfectly evocative and never archaic. We created a sort of technological language which is complex, precise, avant-garde, and 99% customised, as per our Italian ingenious nature, and also inspired by the true significance of the decorative Arabian tradition.
Our proposals are a sober blend of architectural and entertainment lighting applied to heritage, for which we have coined the neologism ARCHEO-TAINMENT, meaning that entertainment lighting synchronices with the archaic world giving it a reborn new skin. We could even say it was a predictable outcome, considering our individual professional experiences and different competences that started dancing together as soon as we founded PHOTONIKA. But I would also say thanks to the synergy with the many companies and professionals we have been “contaminating with” so far. This is a thrilling adventure that will “stage” a whole spectrum of lighting scenarios without the use of trusses, frontmen, and backstage. I’m looking forward to raising the curtain!
The blend of ARABIA and MADE IN ITALY focuses on a cultural design – which is PHOTONIKA’s signature of excellence – and it is what made the project earn full appreciation and consent by the local people and the government representatives.