PHILIPS HUE
STEP INTO THE LIGHT
We think the dark can be comforting, it’s where no one can see us and it feels like there is a blanket of separation between us and everything else. But in the dark, we can get lost and go quiet. Philips Hue invites you to step into the light. Be brave and discover the full spectrum of yourself.
01
TURN THE LIGHTS UP
Gay bars have been the communal haven of the queer community for decades. Previously concealed in back alleyways and discreet entrances, the gay bar scene today has much more freedom to be on the main roads and in the light. We want to take that one step further. Philips Hue is empowering and powering gay bars across the country with our light bulbs. We will illuminate the outside so that passers-by know that those inside are celebrating stepping out of the dark and into the full spectrum of light.
02
THE LIGHTBOX
When you’re in the right light you start to feel everything deeper. Philips Hue wants to enhance that experience with our pop-up restaurant, “The LightBox.” With two-person booths only, each will feature a different color from the spectrum of Philips Hue bulbs. Each color will represent a different mood. Yellow is fresh like spring, perfect for first dates and reconnecting. Blue is calm and contemplative, great for catching up with friends or enjoying each other’s company. Each booth will have a unique menu that caters to the ambiance of the color, immersing you in a new experience each time. So you can choose to step into the light over and over again.
03
YOUR STORY
Hundreds of people step into the light by coming out every year. We want to celebrate every single one. If you DM Philips Hue on our socials with your coming out story, we’ll make a merch drop dedicated to you and your interests. We have partnered with queer artists to design the merch.
Emily came out today, so the next drop celebrated on the website will be the “Emily Collection.” Because even if no one else celebrates you stepping into the light, we do.
All proceeds will go to “The Trevor Project,” a queer organization that focuses on crisis support and suicide prevention.
04
HUE BOOTH
At big box stores such as Best Buy, we will station Philips Hue Photo Booths at the point of purchase. Consumers will be able to choose the color of the photo booth lighting from the thousands of colors available on the Philips Hue app. Your free photo strip will have a QR code on the back that brings you to a purchase page for the bulbs used in the booth and showcases different living spaces in your color.
05
TWITCH IN COLOR
Philips Hue is creating a Twitch stream for color-themed music sets. Each set, featuring a queer artist, will have a designated color that you can coordinate with your lights at home. Like an extension of the performance, you can feel and experience the hues and the music in your own environment on a deeper level.
