LED there be light
Archetype is a modern icon – and at the same time an homage to the classic Scandinavian lamp design. By merging new technology and innovative light diffusion with the clean simplistic lines, Archetype builds bridge between then and now and introduces hereby a fundamental paradigm shift.
With Archetype a lamp is no longer just a lamp. With the LED technology and the design of Archetype, we have merged the classic lamp bulb with the lampshade which combined gives the user a number of new possibilities in regard to the design as well as massive reduction in maintenance:

- It looks like a lamp, shines like a lamp but at the same time is also a light bulb of the future generation 2.0, offering 60 times more hours of light compared to the classic incandescent bulb.
- Addresses the needs of especially hotels, restaurants and offices wanting to reduce maintenance and costs and upgrade in terms of good lightning and design.
- Archetype-units and stands will be available as pendant, standard or wall lamp giving the user the ability to create the lamp and the lightning that meets the needs of the individual.

The idea behind Archetype was to design a simple and aesthetic lamp that appeals to a great many people through a humanistic and approachable design, by the use of LED’s potential and new improved quality. The lamp should appear accessible and functional, as it basically consists of a shade that is screwed into existing sockets, such as a wall lamp, pendant lamp, etc.

The combination of: 1) that consumers would like to be more ”green”, 2) not wanting to make any compromises on a simple and functional design, 3) combined with the wish for a more ambient and usable lighting, means that Archetype has considerable potential.