Creating an emotional experience as you walk into the lobby at the Xtreme Xperience headquarters downtown Chicago was the challenge presented. With its incredible fleet of super cars, Xtreme Xperience is the largest nationally-renowned driving and racing school, offering anyone the chance to drive fast in an engineering masterpiece.

PureEdge wanted to capture the exhilaration one feels when driving on the track using light, and the award-winning Lazer Line was the perfect fixture to accomplish this. Lazer Line is a direct and/or indirect LED lighting system that provides general illumination in architectural applications. Its lazer appearance, stretching from one wall to the next, visually implies what Xtreme Xperience represents...speed.

“You can’t have a garage full of Lamborghinis and have an office of can lights. I want our client to walk in and be dazzled by our environment. I also want them to feel the Xtreme Xperience brand as soon as you walk in the door” said Adam Olalde, CEO/Founder,
Xtreme Xperience.

The open ceiling was the perfect canvas for Lazer Line because it creates immediate visual interest when one walks into the lobby. The usual challenges faced when retrofitting traditional light fixtures was not an issue for Lazer Line due to it being a low-voltage lighting system with remote power supply, resulting in a clean installation. The LED lights replicated the corporate colors, creating a branded and dimensional effect. The benefits to the client were achieving an immediate connection with the client as it conceptually communicated the experience they were about to get on the race track and ‘moving at the speed of light’. “The concept was Xtreme Xperience...they are race cars, they go fast. They needed the perfect product for the entry way. When his customers walk in, they immediately see the extreme light...it fits his image. Lighting was a great way to identify with his business” said Gregory Kay, CEO, PureEdge Lighting.