Feb 28, 2012

Press Release

Panasonic to Present 'Photosynthesis' Concept at the Milano Salone del Mobile 2012

In its fifth participation in the Milan exhibition, Panasonic will present a sustainable energy solution on the concept of "Photosynthesis."

Osaka, Japan - Panasonic Corporation will showcase its total solutions for creating, storing, saving and managing energy at the Milano Salone del Mobile 2012 exhibition, which will be held in Milan this April.

In keeping with the company's aim of becoming the "No.1 Green Innovation Company in the Electronics Industry", Panasonic will exhibit an installation based on the concept of "Photosynthesis" at the 51st Milano Salone exhibition, hailing the advent of a new age of renewable energy.

As environmental issues, such as dwindling resources, grow ever more severe, the shift to a sustainable society is becoming a common issue. Panasonic brings its long years of research and development to the cause of creating, storing and efficiently utilizing renewable energy to reduce our impact on the environment by offering a lifestyle that combines both comfort and eco-friendliness through the development of eco-conscious technology.

At this year's exhibition, Panasonic will present an energy cycle, comparing it to an ecological cycle that begins with photosynthesis, starting with energy creation (through solar panels), and continuing to energy storage (through storage batteries) and energy saving (through LED and organic LED lights), with each stage of the cycle being controlled by an energy management system. The installation, which is the first outdoor exhibit for Panasonic, was designed by noted young architect Akihisa Hirata, whose organic vision of a living, breathing architecture reflects the open yet interdependent symbiotic cycles in nature.

"Photosynthesis is an ecosystem in miniature," says Hirata, "The image of a manmade future in harmony with the natural order, of buildings and cities as truly part of the biosphere." Panasonic promises to be part of that future.

■ About the Panasonic Installation

Exhibit concept
Viewing times
Mon 16 – Sun 22 April
09:00 - 24:00
(Attendants on site
12:00 - 22:00)
Mon 23 – Sat 28 April
09:00 - 21:00
*Salone del Mobile runs from 17 - 22 April, however the Interni Legacy installation will be open from 16 - 28 April
Venue Interni Legacy
Università degli Studi di Milano: Cortile Farmacia
Via Festa del Perdono, 7
(Exhibition floor space: approx.1,000m2)
Designer Akihisa Hirata (Akihisa Hirata Architecture Office)
Exhibited items Solar panels, storage battery system, LED/OLED lights, electrical wiring system, etc.

■ About the Design Concept (Akihisa Hirata, Architect of the Installation)

The "photosynthesis" concept was inspired by the relationship of leaves to fruit to flowers within a single tree. It bespeaks an interdependent, cyclical ecosystem in miniature, an order made possible by the light pouring down from the sun, representing a manmade future in harmony with that order, a new image of buildings and cities that truly form part of the biosphere. Here I wanted to create a space where one might experience such interrelationship all at once using the entire expanse of the historic courtyard and the columned gallery around it.

■ Installation Designer

Akihisa Hirata

Born 1971 in Osaka. Graduated in 1997, Master of Engineering, University of Kyoto. Worked for Toyo Ito & Associates, Architects, then established Akihisa Hirata Architecture Office in 2005. Awards include SD Review Asakura Award (2004), Japan Institute of Architects New Face Award (2008) and ELLE DECO Young Japanese Design Talent (2009). He also placed second in the 2011 Kaohsiung Maritime Cultural & Popular Music Center International Competition and was selected to represent Japan at the 13th Venice Architecture Biennale to be held this autumn. Publications include INAX Contemporary Architect Concept Series 8: Akihisa Hirata - Tangling(2011)

■ Installation Image

■ About the Salone Internazionale del Mobile di Milano

The annual Salone Internazionale del Mobile di Milano, to be held for the 51st time this April, is the largest and perhaps most influential design expo in the world. The Salone, which comprises a main Fiera space and Fuori Salone installations throughout the city, is a global showcase not only of designer talent but also in recent years a launch pad for major brand product lines.

About Panasonic

Panasonic Corporation is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs. Based in Osaka, Japan, the company recorded consolidated net sales of 8.69 trillion yen (US$105billion) for the year ended March 31, 2011. The company's shares are listed on the Tokyo, Osaka, Nagoya and New York (NYSE:PC) stock exchanges. For more information on the company and the Panasonic brand, visit the company's website at http://panasonic.net/

Media Contacts:

Global Public Relations Office
Panasonic Corporation
Tel: 03-6403-3040 Fax: 03-3436-6766
Panasonic News Bureau
Tel: 03-3542-6205 Fax: 03-3542-9018
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