DESIGN TRACK

THE POWER OF LIGHT MEETS THE POWER OF PLACE : PLANNING FOR PROSPERITY IN THE 21ST CENTURY
FRIDAY, 23 SEPTEMBER 2011
10:30 A.M. TO NOON
Moderator: Jeff Miller, IALD, Jeff Miller & Company Inc, Seattle, WA USA
Panel: Ulrike Brandi, IALD, Ulrike Brandi Licht, Hamburg, Germany
Louis Clair, Light Cibles, Paris, France
Kaoru Mende, IALD, Lighting Planners Associates, Tokyo, Japan
This panel session features three designers who will discuss the critical impact of urban lighting master plans. They will share views of concept and collaboration that inform their work in cities around the globe.

Kaoru Mende has been responsible for the development of master plans for the cities of Osaka and Singapore. Louis Clair has developed lighting plans for the cities of Kuala Lumpur and Tripoli. Ulrike Brandi is author of Light for Cities, and was lighting master planner for the city of Rotterdam.

VIBRANT AVENUES : TRANSFORMING PHILADELPHIA AT NIGHT
FRIDAY, 23 SEPTEMBER 2011
1:15 P.M. TO 2:45 P.M.
Heather Kilroy, Associate IALD, and Stephen Hoppe, Associate IALD, The Lighting Practice, Philadelphia, PA USA
This lecture will present case studies of recent projects that have transformed the major thoroughfares of Philadelphia from dim corridors of transportation to vibrant, celebratory and iconic avenues. Attendees will learn techniques and strategies for undertaking transformative projects involving multiple stakeholders, as well as how a motivated city can rejuvenate its downtown district through innovative lighting.

A LIGHT TRESPASS CASE STUDY: COMMUNITY PLANNERS AND LIGHTING DESIGNERS TEAM UP
SATURDAY, 24 SEPTEMBER 2011
8:30 A.M. TO 10:00 A.M.
Sherry Weller, Associate IALD, Weller Design Architectural Lighting, Larkspur, CA USA
We are currently in a proverbial ""gray area"" where global adoption of dark sky
principles are concerned. Some city planners are proactive and plan for dark sky codes, while others call for light levels that are too high per local and regional guidelines. In this case study, lighting designers will learn how to effect change in projects where city planners and architects have called for a solution to the light pollution problem.

LIGHT + REVITALIZATION : THE BREMERHAVEN HARBOR PROJECT
SATURDAY, 24 SEPTEMBER 2011
10:30 A.M. TO NOON
Gerd Pfarré, pfarré lighting design, Munich, Germany
The spatial, ecological and technical renewal of the Bremerhaven Harbor site has transformed this former industrial zone into a new town quarter. This session will share the details of the project, including glare-reduced public lighting, lighting of historical buildings and structures, and revitalization efforts in general.

THROUGH THE LOOKING GLASS-LIGHTING DESIGN IN 2030
SATURDAY, 24 SEPTEMBER 2011
1:45 P.M. TO 3:15 P.M.
Emma Cogswell, Associate IALD, Halo Lighting Design Services, Berkshire, UK
We're probably not going to be driving hover cars in 2030, but what will our cities look like? This presentation pools information and opinion from lighting design industry leaders to make an educated guess. What are likely to be the big drivers and changers? How are cities being rejuvenated after natural disasters or established anew? How can lighting designers influence decision makers about responsible use of natural resources?




CURRENT ISSUES TRACK

MAKE IT RIGHT : A NEW ERA OF ENLIGHTENMENT AND ENERGY REVOLUTION
FRIDAY, 23 SEPTEMBER 2011
10:30 A.M. TO NOON
Thomas Willemeit, GRAFT, Berlin, Germany
The "Make It Right" initiative is a plan to rebuild the Lower Ninth Ward in New Orleans, LA USA after the devastating floods following Hurricane Katrina in 2004. Make It Right seeks to create a neighborhood of safe and healthy homes with an emphasis on a high quality of design. The presentation will discuss Make It Right, as well as the Solarkiosks GRAFT is using to bring energy and light to "off grid" areas around the world promoting renewable energy from the bottom up.

FACADE LIGHTING DESIGN : 30 YEARS OF EVOLUTION
FRIDAY, 23 SEPTEMBER 2011
1:15 P.M. TO 2:45 P.M.
Louis Clair, Light Cibles, Paris, France
This presentation will explore the changes that have occurred in lighting building facades over the last 30 years, including "shower effect" wide beams, modern detailed enhancements with small fittings and technical constraints caused by energy recommendations and quality of light concerns. Mr. Clair will focus on relevant examples of his own work with Light Cibles.

THE FUTURE OF LIGHT IN POST-DISASTER JAPAN
SATURDAY, 24 SEPTEMBER 2011
8:30 A.M. TO 10:00 A.M.
Kaoru Mende, IALD, Lighting Planners Associates, Tokyo, Japan
On 11 March 2011, a powerful earthquake and tsunami hit northern Japan. The energy-saving campaigns that arose from this disaster create a critical moment for lighting design. During this lecture, Mr. Mende will report on the lighting conditions in post-crisis Japan and review the changes from energy-saving campaigns, all while explaining how these shifts will influence the future of lighting design.

COMMUNITY INVOLVEMENT—AN ESSENTIAL FACTOR FOR INNOVATIVE PUBLIC LIGHTING SUCCESS
SATURDAY, 24 SEPTEMBER 2011
10:30 A.M. TO NOON
Leni Schwendinger, Associate IALD, Leni Schwendinger Light Projects, New York, NY USA
Delve into the experiential factor of public realm lighting. Leni Schwendinger will share design charette techniques developed to enable community members to focus on the after-dark experience of their districts and neighborhoods. Framing the creative use of light in a brainstorm setting educates the end user and facilitates open minds. Additionally, Leni will discuss her insights into the social politics required to manage the multi-headed client and stakeholder group for public projects.

DARK SKIES : IS THIS A REAL CONCERN? WHAT ABOUT MY RIGHT TO CELEBRATE LIGHT?
SATURDAY, 24 SEPTEMBER 2011
1:45 P.M. TO 3:15 P.M.
Naomi Miller, FIALD, Pacific Northwest National Laboratory, Portland, OR USA
There's so much pressure to reduce nighttime lighting, and it can certainly raise the hackles of the creative designer. There are real reasons to change profligate lighting at night: energy, glare, visibility of the stars, quality of sleep and nighttime habitats for critters. Is there a way for a sensitive lighting designer to use light judiciously to celebrate space and architecture while minimizing harm?



BUSINESS AND PROFESSIONAL DEVELOPMENT TRACK

CULTURAL STRATEGIES IN DOING BUSINESS ACROSS BORDERS
FRIDAY, 23 SEPTEMBER 2011
10:30 A.M. TO NOON
Mona Pearl, BeyondAStrategy Inc, Chicago, IL USA
Doing business globally can be both exciting and difficult. It starts with thorough preparation and an understanding that because of our traditions and cultural differences, individuals do not think, judge, behave, perceive or reason alike. Many factors in doing business across borders require us to be more flexible, to better manage the unexpected, and to negotiate and work with our counterparts in other countries. This presents an additional set of factors, opportunities and challenges to master.

FINANCIAL BASICS FOR BUSINESS STRATEGY
FRIDAY, 23 SEPTEMBER 2011
1:15 P.M. TO 2:45 P.M.
Doug Gustafson CPA, Douglas Gustafson and Associates Ltd, Chicago, IL USA
In this session, learn practical financial skills to use in your practice. No need to be afraid of the balance sheet: learn how to read and use a financial statement, see profit and loss statements from a different vantage point, and learn about other financial reports that may help your business. The session will also review interpretive tools to use in setting and maintaining a budget, as well as ratios and other tools you can use as a quick and consistent aid in evaluating your financial status.

LIGHT'S ROLE IN NOCTURNAL URBAN SPACES : A COLLABORATION EXPLORES ITS POTENTIAL
SATURDAY, 24 SEPTEMBER 2011
8:30 A.M. TO 10:00 A.M.
Randy Burkett, FIALD, Randy Burkett Lighting Design, St. Louis, MO USA
Charles Stone, FIALD, Fisher Marantz Stone Architectural Lighting, New York, NY USA
Success for urban public spaces can often be traced to their nighttime personas. Two lighting designers will show how their firms successfully collaborated on such projects, sharing their experience of working together on an urban renewal in downtown St. Louis. A number of insightful solutions and techniques for collaboration will be presented.

MARKETING STRATEGY—A FOUNDATION FOR SUCCESS
SATURDAY, 24 SEPTEMBER 2011
10:30 A.M. TO NOON
Dave Studeman, Principal, Connector Branding LLC, Lafayette, CA USA
A rock-solid foundation is crucial for the efficient, effective and economic success of any marketing campaign. This session will explore useful approaches and tips to identify your target customers and connect with them in a meaningful fashion. We will also discuss aligning your company's mission statement and business goals with marketing goals, using economical approaches to gaining market intelligence and customer/prospect insights, branding implications, competitive assessments, setting objectives, tracking results and responding to market changes in the business-to-business arena.

MARKETING EXECUTION—THE RIGHT TOOLS FOR THE JOB
SATURDAY, 24 SEPTEMBER 2011
1:45 P.M. TO 3:15 P.M.
Dave Studeman, Principal, Connector Branding LLC, Lafayette, CA USA
Building on the morning's strategy session, this seminar will examine the tools available to lighting designers to successfully execute marketing plans. Our focus will be on reaching your target customers, whether they are architects, developers, interior designers or owners. We will discuss the role of both traditional marketing approaches, such as direct mail and public relations, and powerful new tools, including social media and email marketing.

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