Philips demonstrates Aurea television at IFA 2007

Aug 31, 2007
Philips demonstrates Aurea television at IFA 2007

Philips is to redefine the home entertainment experience with the launch at IFA 2007 as the centerpiece of Philips’ 2007 consumer electronics lineup, a totally unique television – Aurea.

The Aurea experience is like stepping through a window into a different world, as scenes radiate an aura of light and color beyond the frame. The result creates an immersive, ambient viewing experience.

Aurea represents the next generation of Philips Ambilight FlatTV. It applies the latest advances in Philips TV technology – including a new, LED-based Ambilight system, discreet speakers and the Perfect Pixel HD Engine picture quality platform – into an ultra-modern, minimalist design.

Aurea, which goes on sale in Europe next month, will be supported by an innovative marketing campaign, under the theme Seduction By Light. The campaign will feature exclusive images taken by top Vogue fashion photographer Vincent Peters, and the dresses used in the Aurea imagery are designed by Alber Elbaz of Lanvin.

A key milestone moment in the campaign will be the world premiere at IFA of “There is only one Sun”, a short film made exclusively for Philips by acclaimed director Wong Kar Wei, the jury president of the 2006 Cannes Film Festival. Inspired by the concept of seduction by light, the short film will be shown exclusively on Aurea televisions where light and color will be brought to life in an unparalleled, highly visual and immersive fashion.

Starring Amélie Daure, an up-and-coming French actress who has starred in various French films including Les Tremblements Lointains, the film is about love, seduction, light and color; it follows the story of a secret agent, who has been given the mission to find a man, mysteriously known as ‘Light’. Her search for this elusive ‘Light’ ends up with her falling in love with him. In fact she falls in love the first moment she sets eyes on him on the Aurea screen. His probable betrayal forces her to eliminate him, but his memory lives on for her, glowing forever on the Aurea.

“The launch of Aurea here at IFA today represents a major step forward in consumer electronics,” says Rudy Provoost, Executive Vice-President, Royal Philips Electronics and Chief Executive Officer, Philips Consumer Electronics. “Product launches at past IFAs have been about simply presenting the next new technology. With Aurea, we are introducing a new consumer experience – one which brings together emotion, desire, technology, unique design and a profound application of consumer lifestyle thinking.”

Source: Philips

Explore further: Review: Amazon Fire offers new ways to use phones

add to favorites email to friend print save as pdf

Related Stories

Eco-pottery product from water treatment sludge

25 minutes ago

Sludge is a by-product of water treatment. Sludge is produced during the clarification and filtration process in the water treatment system. It is also produced from the accumulated solids removed from sedimentation ...

Brand new technology detects probiotic organisms in food

25 minutes ago

In the food industr, ity is very important to ensure the quality and safety of products consumed by the population to improve their properties and reduce foodborne illness. Therefore, a team of Mexican researchers ...

Recommended for you

Xbox One update is big on friends, Blu-ray 3D support

Jul 21, 2014

An Xbox One August update is arriving for early-access users. Microsoft said, "We're looking forward to hearing feedback on features before we roll them out to all Xbox One consoles next month and beyond." ...

How Kindle Unlimited compares with Scribd, Oyster

Jul 18, 2014

Amazon is the latest—and largest—company to offer unlimited e-books for a monthly fee. Here's how Kindle Unlimited, which Amazon announced Friday, compares with rivals Scribd and Oyster.

User comments : 0