This project is based on the design of a new lighting brand dedicated to the sale of lamps, stands, shades, accessories and, above all, light bulbs. It is a new concept of company that seeks to position itself in the market and differentiate itself from the competition with an experimental attitude, as seen in its packaging image, in the publishing of a catalogue-magazine and in its own brand shop.
Eléctrica s.l. is a brand that distributes exclusive, quality products under an experimental influence, with creative liberty and without limitations.
The idea of this company is to trespass the norms of functionalism and market standardization in the lighting market by means of an attitude that is at once groundbreaking, countercultural, iconoclastic and eclectic.
The project aspires to perturb the spectator’s gaze and arouse it from passivity, using hypnosis, dream states, kitsch aesthetics, colour explosions, formal combinations and psychedelic prints, or by means of material and stylistic collage.
Jordi Déniel i Ricart