Arrestingly agile, the Magic Stick truly lives up to its name
Spanish design studio Jorge Herrera has created an imaginative lighting system that rotates 360 degrees and can illuminate spaces in boundless, enchanting ways.
My experience as a marketing and creative strategist, writer, and editor is rooted in storytelling. Exploring the world of design is immensely linked to my work, as I’m guided by curiosity and open-mindedness.
WebsiteWhen it comes to lighting fixtures, even the term itself immediately provokes associations with immovability and permanence. Once it’s up and running, flipping the switch on and off becomes the only never-ending back-and-forth mundanity you find yourself accommodating. But what if you were given the freedom and power to play instead?
Driven by their desire to create one-of-a-kind designs that combine functionality and pragmatism with minimalist aesthetic appeal, Valencia-based interdisciplinary design studio Jorge Herrera’s Magic Stick transforms the meaning and scope of interior lighting for the better.
The accent lighting system is groundbreaking in that its blades can cross and assume infinite positions. The concept was born out of Jorge Herrera’s long-standing partnership with Flos, the renowned Italian design group that has been leading legacy brands in luxury furnishings and lighting for more than six decades.
Founded in 2008 by Jorge Herrera, the studio’s expertise is grounded in its end-to-end creative services. Serving international companies and influential brands such as Porcelanosa, Miyazaki Chair Factory, Forma 5, Cridea, Nadis, esPattio, Oiside, Todobarro, Idée, and Sanycces, the collective is focused on product and space design as well as branding. The team is present from the conception of an idea to its conceptualization and positioning as well as the development of branding materials that help achieve the laid-out goals on the commercial agenda. This allows them to completely immerse themselves in the process as a singular vision comes to life.
The mood board for this particular project comprised a broad range of notions. From finding the magic in the mundane by musing on the supple movement of chopsticks to meditating on the sleekness of spears, the team of creatives sought to craft a highly versatile solution enveloped by an eye-pleasing exterior.
The Magic Stick’s simplistic appearance, evocative of a line of light, seems the result of stripping down all unnecessary layers to a captivating core. For this reason, the lighting solution seamlessly blends with environments of varying kinds, including residences, restaurants, hotels, and offices. And yet, its superb flexibility is what characterizes the Magic Stick as a multifaceted, innovative product.
The Magic Stick deviates from the standard track which allows it to cast light upon objects and nooks from a multitude of angles. In this way, the lighting system can create and sustain unmatched visual compositions and spatial layouts. Adjustments to any atmosphere can be made at any given moment.
The model comprises two lighting options, each available in two different heights. Featuring a “symmetrical” diffused light, the first variant provides uniform, soft lighting by distributing it equally and evenly in all possible directions. Connected centrally to the rail, this method of gentle brightness matches the movement of a helicopter’s propellers. In contrast, the “asymmetric” luminaire is made up of an adjustable head and three light points that can highlight specific areas. Its off-center connection allows the light to move outside the vertical axis of the track thus making the action of directing light supremely agile.
Incorporating innovative technology that significantly reduces energy consumption, the Magic Stick truly upholds to its name–as it holds the capacity to invigorate any space in spellbinding ways.
