What happens when the race to the bottom is over? For decades, the lighting industry has competed through improved performance, greater efficiency, lower energy use, and reduced cost. But as these advantages become increasingly expected, a new question emerges: If price is no longer the differentiator, what creates value?
This interactive keynote invites participants to imagine a future where cost is no longer the primary driver of decision-making. Through thought-provoking questions, audience engagement, and collaborative exercises, attendees will explore how innovation can redefine lighting across health, environmental responsibility, sustainability, materials, aesthetics, and intelligent controls. Together, we will examine what the next era of lighting could look like—and how manufacturers, designers, and industry professionals can create meaningful value beyond the product itself.
Speaker:
Andrea Hartranft | Principal, Hartranft Lighting Studios