iris Singapore and Philips Hue see Shakespeare’s Romeo & Juliet in a whole different light
Since its launch in 2012, Philips Hue has signalled a new era in home lighting. Clever, intuitive and wirelessly connected – Hue has the ability to transform homes to complement different lifestyles.
To truly showcase its multi-faceted array of colours to suit any mood, a brave agency from Singapore and a director unafraid to try something different – embarked on an ambitious live experiential project.
Introducing ‘the world’s first theatrical play directed by light’. 47 Philips Hue lights were used in the set design, and along with the Hue App, lighting controls for the genre of romance, drama and thrill were handed over to the audience. The collaboration between iris Singapore, director Jasmin Tarasin, talented cast of improv actors, and the audience created a modern adaptation of the Shakespearean classic Romeo & Juliet in a whole different light. As the improv actors reacted according to the moods created, the audience was even able to pick an alternative ending.
In addition to creating a world first, and putting the actors through their paces with some live improvisation, Philips Hue is on a mission to convince people of the power of connected lighting at home.
Connected lighting is still seen as a relatively new concept around the world, and in a relatively low interest category. While existing users feel that they can’t quite imagine life without the Hue system once they’ve used it, there’s a need to show non-users just how much impact lighting could have in a home. Especially when the traditional ‘light bulb’ is still so engrained.
By showing the benefits of Philips Hue lights emotively, on stage, and of course, significantly
dramatized with the emotions surrounding the story of the star-crossed lovers, the impact Hue can have is clear to anyone watching.
Ed Cheong, Executive Creative Director of iris Singapore, said, “It was a real challenge to pull off a live theatrical play directed by light. But anything less wouldn’t do justice to the amazing Philips Hue bulbs. Credit goes to Jasmin and her ambitious team of improv actors and set designers.”
Sam Dearden, Consumer Marketing Manager for Philips Lighting Australia, said, “Putting the mood of an entire production into the hands of a live audience, allowing them to control the tone entirely through smart connected light has given us the opportunity to show the connection between lighting and overall lifestyle.
“With the new technology that is available with Hue there is more to lighting than people realise. We’ve loved creating a world-first experience, using a timeless classic, Romeo & Juliet, to show how integral lighting is to our lifestyle and our emotions – perfectly captured by the reactions of the live audience,” added Dearden.
Credits –
Executive Creative Director: Ed Cheong
Creative Group Heads: Adam Yeo, Shawn Foo
Regional Planning Director, APAC: Mark Hadfield
Planner: Leow Yanling
Business Director: Francesca Babet
Group Account Director: Margaret Leong
Senior Account Manager: Stephen Moran
Philips Lighting, ASEAN Pacific – June Ang
Philips Lighting, Australia – Sam Dearden
2 Comments
This is just wonderful for all of us who stage impromptu plays at home when bored.
Methinks this was staged only once, for the purpose of shooting this video.
Found it laughable and borderline offensive as it really destroyed the playwright’s work.
Shakespeare must be turning like a dervish in his grave.
Congratulations Sam.