10/29/2026
Which version of THE CUBE are you? 🪼 Bioluminescence? 🐦 Birds? ⭐ Starfields? 🌊 Waves?
We’re partial to the birds.
Earlier this month, we brought THE CUBE to life: an experiential installation exploring the intersection of lighting, technology, and the natural phenomena that inspire awe.
Created for our lighting tradeshow, THE CUBE offered attendees a chance to step away from the mayhem of the tradeshow floor, immerse themselves in something unexpected, and interact with light in a whole new way.
It took an incredibly talented team to bring this vision to life. Huge thanks to everyone who contributed their creativity, collaboration, and countless behind-the-scenes efforts to make it happen.
Cube Concept & Fabrication: John Veleta John Veleta | All The Toys
Experiential & Interactive Design: Pablo Gnecco yopablo | Studio Studio ; Luke Hildreth Luke Hildreth | ArtProject
Creative Direction: Florencia Lechin & Rosalie Good | ELA Synergy
And a big thank you to our broader tradeshow team (Ayadeh Lechin, Brian Labbe, Brad Feldman, Isabel Scipio, & Lily Rodger) for helping bring the installation to life and making the entire tradeshow as amazing as possible.
Which cube are you choosing??
📸 Photo Credit: Luke Hildreth Luke Hildreth