Absolute Action - a brief history

Absolute Action Limited is a UK based company which was incorporated in 1983 to develop new display and lighting techniques of all advanced types, including lasers, holography, animated neon effects, early light emitting and liquid crystal diodes, and fibre optics.

During 1987, the Company identified a new, enhanced performance, discharge lamp that was appropriate for use with fibre optic light guides to generate alternative space lighting. With the aid of a Grant from the British Design Council, the company developed and commenced manufacture and marketing of a unique high-intensity, high-efficacy, long-life illuminator for use with fibre optic light guides to enable expansion of this new technology into the more general architectural lighting market.

The lamp then identified by Absolute Action as being particularly appropriate for such use was a Metal Halide Arc Lamp, and this lamp is now the accepted vehicle for such use throughout the industry, world wide. The company is ever mindful that advanced technology should not result in 'black art' maintenance, and all consumables used in the manufacture of their products are of the highest and most reliable quality, and readily available in all major world markets.

Initial marketing activity between 1987 and 1990 was directed towards acquainting the market with the capability and potential of such fibre optic lighting systems. It should be borne in mind that this medium was completely new and untested in the market until 'evangelised' by Absolute Action Ltd., who are consequently generally considered to be the true originators in the industry.

Pioneering contracts were undertaken which proved the capability and appropriateness of fibre optic lighting as a genuine new medium in the lighting industry and developed market confidence ­ not least in the Company's ability to 'invent on the job' and to perform. Each contract, large or small, was in its own way a prototypical exercise for which no precedent existed and for which there was only a single opportunity to achieve the desired result.

The applications have been as varied as the approach has been dynamic. The Company's installations are to be seen countrywide ­ even worldwide ­ in an astonishingly diverse range of projects.

For these, Absolute Action has been honoured with several awards. Many of the Company's installations have been published as exemplary of work in this field.

The Company Principals undertake at all times to listen, enquire, analyse, and listen again prior to proposing any solutions. This process of lateral assessment has generated many unique and sophisticated new solutions to both original and traditional lighting challenges. The Company has thus established an unsurpassed reputation as pioneers and expert designers, manufacturers and installers of the very best fibre optic lighting systems available in the world today.

The market internationally now generally accords recognition to the value of good fibre optic lighting systems. It is also increasingly aware of the importance of specifying a competent company to generate the correct fibre optic specification and to execute complex or otherwise sensitive contracts with proper care and professionalism.

All Absolute Action's work is conducted from office, studio and workshop premises in South East England, where the complete range of the Company's activities are carried out ­ optical research, engineering and system design; development and production of electronic control systems; sales and marketing; project management; administration; and manufacturing.