In fact, the couch is red. It's always red, and only the light shining on it from dozens of tiny spotlights changes, as Color Kinetics demonstrates the effects possible with its digital lights. Each little lamp contains red, green and blue light-emitting diodes (LEDs), which light up in varying combinations under computer control. "We're revolutionizing the lighting industry with what we consider a disruptive technology," enthuses company president George Mueller, tall and ponytailed with the Gen-X standard goatee. "It's a new way to create light."

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