Philips launches Aurea

The associated campaign, 'Seduction by Light,' has been specially developed to reflect the powerful and emotive experience created by Aurea. Partnerships with the few that have mastered the use of light in the film and fashion worlds, the campaign features photographer Vincent Peters, fashion designer Alber Elbaz of the House of Lanvin, and Paris-based jewellery designer, Lorenz Baumer along with film director Wong Kar Wai. The result: a campaign that uses the concept of seduction by light as inspiration.

Fashion photographer Vincent Peters, famous for his photography in Vogue and with a number of luxury fashion brands, applies his unique talent of using light as an alluring force to create the photography for the Aurea launch campaign. Featuring international top model Rianne Ten Haken, the high-fashion print campaign leverages Peters' expertise in manipulating light and creating colourful, seductive images of the new Aurea.

Peters' ability to make still images come to life makes him the perfect artist to illustrate the desirable qualities of Aurea. Peters says, "The light itself is what creates the emotional access to what you see. The light is always there, but no one ever thinks about it. Light acts as the key protagonist and draws you into the imagery."

To further underline Philips' commitment to create a non-traditional, seductive campaign, Philips also partnered with the Paris-based fashion House of Lanvin. Providing an enthralling fashion sense to the campaign, the dresses used in the Aurea imagery are designed by Alber Elbaz of Lanvin. Alber Elbaz is recognized as one of the world's most innovative fashion designers, with Time Magazine including him in their annual "100 most influential people in the world" list this year.

Paris-based jewellery designer Lorenz Baumer's expertise was also called upon. His reputation for distinctive pieces that exude seduction makes him a natural fit to design the jewellery used in the campaign. After experiencing Aurea, Baumer said, "The Aurea is filled with innovation, something that all creators strive for, and as soon as you begin to view something on the screen, you become fully immersed in the experience itself."

In addition to partnering with leading fashion personalities, Philips collaborated with film director and 2006 Cannes Film Festival jury President Wong Kar Wai to create a short film "There Is Only One Sun". Wong Kar Wai inspired by the concept of seduction by light, said, "Colour and light are important elements in the creation of an absorbing viewing experience. I'm very pleased have worked with Philips on this exciting project."

Khalid Tuer, Regional General Manager Consumer Electronics said, "People are ready for technology to be less obtrusive. They want to surround themselves with attractive objects that have personal meaning or that contribute to the harmony of their environment." The design of the Aurea picks up cues from the home interior to enable it to blend into the environment, whether on or off, while representing an object of desire.