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Design 21 Sheds Light on the LED Revolution By Nerissa McNaughton
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esign 21™ LED Lighting Systems has more than 21 years of experience in importing and wholesaling LED light products and lighting design for commercial and residential projects, but for Victor Keith, owner, his foray into professional lighting goes back a lot further. “I started my first lighting company in 1989,” says Mr. Keith. “It was based on the new (at the time!) technology of fiber optics. I did the Living Room of the Future for Edmonton Telephones before they became Telus. I did mock-ups for the legislature building, some work with the Allard Studio, Much Music, and for the Great Canadian Awards.” Mr. Keith was a pioneer in the field. “Back then, in the Yellow Pages, there was no heading for fiber optics, so I created the heading and was the only name on the list!” he chuckles. Determined to be the best in the business and ahead of decorative lighting trends, he started visiting China’s factories and manufacturing facilities.
This led to branching out into importing Christmas lights. “Ten sea containers are a lot of lights! I was travelling Canada and US for trade shows and to meet buyers. It was an exciting life. I have a photo of myself handing Mayor Jan Reimer packages of Christmas lights for a local donation program. We were fundraising across Alberta with AGT (now Telus) raising money for a kids’ foundation.” He continues, “In 1992, gaming was just being legalized in Canada. After being an importer of Christmas lights, next thing you know, I’m in the gaming business! I’ve supplied Las Vegas style lighting to 44 casinos in four countries including casinos in Las Vegas, Ecuador, Curacao, US and across Canada.” In 1992 Mr. Keith entered a lighting project into the Illuminating Engineering Awards, and won, showing the proof of his passion. “Everyone has a mentor or two. Mine was the late Heinz Oldach from ABS Casinos,” Mr. Keith says. “He believed in my work from the start and I respected an 18 year business relationship with him and his casino empire.” Sensing that the next big wave in lighting would be LED, Keith rebranded his company as Design 21 in 1999. “I got in early,” he admits. I was one of the first to embrace LED. While it is easy to find lights from small businesses to big box retail now, The Design 21 difference is our experience, quality and pricing. We often get emails from customers thanking us for our knowledge. They shop around but come to us because we have so much knowledge based on years of immersive learning and hands-on work.” Mr. Keith appreciates the medically supported evidence that LED lights are better for eyesight and that it is a top choice for lighting in healthcare offices. He likes that it is
Design 21 LED Lighting Systems • Celebrating 21 Years 72