Jim Toole is a FLOS frosh. In June 2014, he joined the Italian manufacturer as VP of its decade-old architectural lighting arm. Toole was trained as an industrial designer and says he made the leap (from Cooper Lighting) for FLOS’s product line — “they’re creating the most interesting designs and working on the most interesting lighting technologies.” He sat down with Architizer to discuss the view from his new perch and to survey the company’s continually evolving brains and brawn.
All images courtesy FLOS.
Name: Jim Toole
Age: 50
Title: Vice President and General Manger, Architectural Division, FLOS USA
Location: New York City
Architizer: What has your indoctrination in FLOS been like?
Jim Toole: Architectural lighting design is hard to appreciate until you see the technology in person. It incorporates quality of light, beam, and scale. Before joining FLOS, for example, I assumed a product had to be quite large to be useful in museums and other spaces with high ceilings — but it actually fit into the palm of my hand. Both internal and external design is what makes each light perform at top quality.
Any other surprises?
The scale of the business. When I saw the advanced technology and performance that FLOS is incorporating into all of its lighting, I was shocked and impressed. FLOS’s architectural lighting design team really listens to the perspective of the client and offers solutions with the client’s challenges in mind.
What are important distinctions or commonalities between FLOS’s consumer and architectural divisions?
Typically, decorative lighting is looked at as a piece of sculpture — a beautiful object in a room. Architectural lighting is different, illuminating surfaces and providing light levels harmonious with the architecture of a space. Its strength comes in revealing elements of architecture that you want to accentuate or taking attention away from those elements meant as background. FLOS, however, isn’t typical and its decorative and architectural lighting have more commonalities than differences. When it comes to architectural lighting, I’ve found that FLOS doesn’t stop at harnessing technology and performance. We also consider the sculptural element.
Which off-the-shelf architectural product sells best with the A&D audience?
There are three segments of the company I’m excited about: systems like the popular Moonline and Light Cut; Kap, Decofix, and other recessed solutions; Soft Architecture. People choose systems for their ability to add design to products hidden behind walls. For recessed, it’s the powerful combination of refined finishes and efficient pricing, backed by technology. And the Soft Architecture line is dramatic and revolutionary and enables people to install and get consistent results.
Moonline, designed by Frank Sinnaeve and Stephan Gunst.
Soft Architecture is a fairly recent addition. How do you introduce it?
Soft Architecture is a product of art and science exploring how light will grace particular surfaces. It uses large-scale molds to incorporate lighting fixtures into walls, ceilings, and more. The line also is a great example of controlling what not to illuminate — the softening penumbra between dark shadow and reflected light reveals the beauty of Soft Architecture. I think we’ll see a tremendous response to the line especially as we refine performance and expand it to include capacities like color changing.
Is it difficult for FLOS to retrofit LEDs to its existing inventory?
We’re embracing LEDs as a wholesale change. So, while we have completed a certain category of retrofits, we’re excited by the diminutive size and high performance of all-new LED-embedded designs. For example, the recessed Find Me lamp, which is able to be easily pulled down from the ceiling and turned to light a whole wall, wouldn’t be possible at a small diameter or 560-lumen output without LEDs. We’re now working on an even higher-lumen version with the same retractable monopoint head.
Find Me, designed by Jorge Herrera.
Where do you see LED and OLED development going next?
LEDs have improved radically, and lumens-per-watt continue to grow and life cycle continues to lengthen. For the future, I see these qualities becoming more consistent. The goal is for top-quality LEDs to be readily available and attainable in the most economic way.
OLED is yet to be practical. FLOS is a leader in experimenting with this technology, but the cost of manufacturing and consistency of fabrication isn’t yet level with the rest of the FLOS line to warrant mass production.
What is your biggest goal for this new gig?
My biggest goal is to get people to appreciate the technology behind the FLOS brand, inspiring and enabling them in the process. I’m building a team that will use the vast FLOS catalog of products, as well as custom lighting elements, to make a space look even better than the client can imagine.
L: Wall Rupture; R: Wall Piercing
What are some favorite projects that include FLOS products?
It is hard to choose from the long list of existing FLOS projects. But I can say I’m very excited about upcoming projects that incorporate our newest systems, like the Black Line, Running Magnet, and Circle of Light. They all offer tremendous performance, low glare, and elegant installation.
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