The design duo Ronan and Erwan Bouroullec created a lamp that interferes with at least two standards of lighting design. AIM is a new fixture of FLOS, that looks like an organized tangle of lianas in the jungle. Therefore it will be no surprise that it was initially named “Lianas”, when it was first presented in Paris. The light can be adapted to any kind of room, because of it’s flexible, simplified design. The composition possibilities are nearly endless with the 9 meter long cords provided with the fixture. AIM does not match with the idea of the centrality of a light source (a chandelier must be hung up high, at the intersection of the diagonals in rooms), which is the first tradition it overthrows. The second aesthetic and hence behavioural “breakaway” regards precisely those long cables. Anyone who designs lights has always been taught that the cable is a purely functional element, and as such it should be hidden and used sparingly.An abundance of cable, especially on the ceiling, was seen as a kind of “temporary solution”. Ronan and Erwan overturn this assumption too with AIM, as the long cords are actually the most eye-catching port of the lamp, and give the design the typical jungle look. The actual reflector is, after all, less important, simply a fruit hanging from any one of the cables.
