A light bulb sells for $100, they sell, not the light but the light

2 years ago, the advertising company R/GA ready to move to the west of Manhattan. Before moving on, they asked a question of more than 1000 employees: what improvements are needed in the new office? The number one answer for employees is the need to sit on a desk, second natural light. Why second points? That's because R/GA employees in New York have little access to sunlight.

It's hard to do. This huge monster is located in the West thirty-third Street No. 450, because like "Blade Runner" in the evil organization's headquarters, and was dubbed the "Tyrrell building". Although the building will soon be renovated, the huge glass windows will replace the dim light brown walls, but the panel can not do anything to change. To say that the floor of the floor than a few football field is still large, simply can not guarantee that all people are assigned to the window next to the location.

"This is a dilapidated, dirty, old warehouse. Julia, R/GA, vice president of global office services, said, Goldberg lighting is too bad. "

R/GA must find a way to solve the problem of office lighting. Goldberg considered PHILPS's commercial lighting system, but it has no terminal, that is, there is no control of the entire system software. For an office with an area of 220 thousand feet, that means you have to go from the east corner to the west corner, from the west corner to the north point, one by one to manually turn off the lights. How long does it take? Then, in June last year, R/GA's decoration team found a company called Ketra, which is from Austen's LED lighting company to make sure the chest to meet their requirements.

First, Ketra has a set of so-called "natural light" system, the white light can be based on the changes in the light of the outside slowly changing color and intensity. Secondly, the Ketra can provide adequate control, R/GA can be wall panels, computers or mobile phones to the light group, or a single adjustment. Again, is the problem of precision. Each of the Ketra bulbs has a patented sensor, 360 times per minute, to ensure that the light is emitted by the user needs. In general, the Ketra light bulb is accurate, almost natural, and support the office of a key control.

At that time, Goldberg's boss asked her in the renovation of the new office, the company's brand to reshape the slogan - "the middle age of the Internet era," Ketra said her voice. On the other hand, Ketra sent to persuade her two executives also strongly suggests that lighting is not just a practical problem, not to mention the bland. This is the two executives of the company's CEO Nav Sooch and sales manager Michael Heinemeier. Nav is a graduate of Stanford University engineer, love design, in the past, a semiconductor company had great success; the Michael record also quite extraordinary, and he had won the Macarthur "Genius Award" artist James Turrell studied lighting installation. In the eyes of these two creative technical experts, high-quality lighting not only to facilitate practical, but also pleasing to the eye, reflecting your way of life. They sell, not light, but light. R/GA is very satisfied.

In the history of the development of the entire bulb, inventors tend to focus on the durability and energy consumption of the bulb. The selling point of Ketra is not a traditional one, it is the idea that lighting is the embodiment of beauty and the hope of life. For thousands of years, the human has invented the candle, the torch, the oil lamp. Palace of Versailles chandelier is elegant luxury, but it is out of the light, and the humble thatched cottage, what is the difference? Science and technology development to the present, even the light itself has become a luxury. Ketra want to emphasize that by giving you more control, they can make your life better. Let us have the light damage to the health, now, it will also carry the burden for human health.

The $1 million cast down for 18 months, the headquarters of the R/GA on the ceiling of the 2000 devices, 8837 sets of white Ketra lights, projected Qinglie, quiet white.

Since its establishment 7 years ago, R/GA has been the largest project ever undertaken by Ketra, but it will soon be surpassed. Right now, the company is studying the Stripe - that is worth $5 billion to pay a record - the installation of electric lights, which has a headquarters area of up to 300 thousand square feet. Recently, Katra has won, Stripe is the latest "Amway" one. Two years ago, Ketra was silent. Two years later, it seems that the world's top companies, the most popular companies, and even apple, Facebook, Google, such as the world's most respected giants, are shrouded in the light of Ketra. At the same time, both consulting services R/GA, also began to recommend to the customer Ketra electric light. Goldberg revealed that, recently, they took a famous clothing company, a hotel industry heavyweights and Dubai's current chief Sheikh Mohammed.

For the pursuit of perfection, outstanding architectural lighting designer, Ketra provides a complete set of the imagination of the toolbox; not bad for the money of the company, such as R/GA, Ketra, customized network and efficiency in one. For companies concerned about health, Ketra is their great concern about the performance of employees.

But who really needs these bulbs? Let all kinds of people can find value, the price is not low. Ketra's a light bulb costs nearly $100 (which is not for the LED lamp)