CONTACT:  
Hilary Chalmers
GreystonePartners/845.223.1950
hilary@greystonepartners.net
Ronald O'Brien
OSRAM SYLVANIA/978.750.2225
ronald.obrien@sylvania.com
Liana Hawes
The Hawes Group/718.855.9854
liana@hawesgroup.com

SYLVANIA SUPPORTS BUILDING THE BOULEVARD BY DONATING ADVANCED LIGHTING TECHNOLOGY FOR DOORWAY LIGHTING PROJECT ON ATLANTIC AVENUE

Master Plan Begins Implementation with Streetscape Priorities

NEW YORK, N.Y. - Oct. 21, 2004 - In May of this year, lighting leader OSRAM SYLVANIA donated groundbreaking light emitting diode (LED) technology to the Atlantic Avenue Local Development Corporation (LDC) for "Lighting the Boulevard," a doorway lighting project developed as a result of the master plan for Atlantic Avenue in downtown Brooklyn. 

In this first-ever application, the technology illuminates 150 residential and commercial doorways on Atlantic Avenue between Hicks Street and 4th Avenue, at essentially no cost to property owners or tenants.  The design was previewed for the public on Saturday, May 8 at the Belarusian Church, 401 Atlantic Avenue at Bond Street.  Property owners and avenue merchants were encouraged to attend the preview to see these concept designs and provide initial feedback to the LDC.

According to a master plan analysis conducted by Civitas, Inc., with input from the business and residential community, the Atlantic Avenue area suffered from gaps in streetscape amenities, including street trees and street/pedestrian lighting.  The plan recommended storefront lighting as a priority first step toward improving the overall streetscape character, safety and image of the avenue.  Internationally renowned lighting artist Leni Schwendinger was retained by the LDC to conceptualize, design and manage the program.  She identified LED-based lighting as an ideal, long-term lighting solution for the building exteriors on Atlantic Avenue, where historic preservation and redevelopment go hand in hand. 

In the past, LEDs were relegated to automotive interior lighting or blinking low battery power indicators. The technology has advanced to where LEDs can now provide illumination with extremely low energy and maintenance requirements.  Schwendinger and her firm, Leni Schwendinger Light Projects, ltd. worked closely with OSRAM SYLVANIA and DesignPlan, a national fixture manufacturer, to develop a customized family of fixtures based on a new module that provides an exceptional amount of light output for a long time.  Schwendinger also consulted merchants and building owners on the design elements and strategic positioning of the fixtures in the doorways.

The project was sponsored by the LDC with a goal to enhance the feeling of safety and enchantment for 40,000+ residents, pedestrians and retailers on Atlantic Avenue and in surrounding neighborhoods.  A one-block pilot program on the south side of Atlantic Avenue between Hoyt and Bond Streets was funded for implementation. 

On Friday, November 5, 2004, an exclusive media preview will take place as the Atlantic Avenue Local Development Corporation and OSRAM SYLVANIA "flip the switch" to present the first installation of the Atlantic Avenue Doorway Lighting Project.  Four doorways will be illuminated with LED fixtures on Friday night, and the remaining eight storefronts on the block will be illuminated by November 11, 2004.

The Atlantic Avenue master plan was sponsored by the Atlantic Avenue Leadership Conference, a collaboration of 50 local community groups and businesses, including the Atlantic Avenue LDC.  The LDC is a Section 501(c)(3) not-for-profit organization committed to the economic development of the Atlantic Avenue area from Fourth Avenue to the East River waterfront in Brooklyn, N.Y.  For more information, please call 718-875-8993 or visit www.AtlanticAve.org

About OSRAM SYLVANIA
Headquartered in Danvers, Mass., OSRAM SYLVANIA is the North American lighting operation of OSRAM GmbH.  Together we are the second-largest lighting and materials enterprise in the world, serving customers in more than 140 countries.  We manufacture and market a wide range of lighting products, including automotive, electronic and magnetic ballasts, and precision materials and components for industrial and commercial users, original equipment
manufacturers and consumers, sold primarily under the SYLVANIA brand name,
but also under the OSRAM brand. OSRAM SYLVANIA also offers lighting
systems installation and maintenance services.  For further information, please refer to our Web site at www.sylvania.com.