Painting with light (PWL) announces a complete rebranding with a new logo and a new website to highlight its new strategic approach to the market. The events and entertainment industry has been and continues to be severely affected by the pandemic, forcing companies to reinvent and reposition themselves. PWL is internationally recognized for its expertise in lighting, visual, show and production design. Based on these core competencies, PWL management is rolling out a new strategic direction including market diversification, digitization and full turnkey project management for visual experiences.
The team extends its original activities through live entertainment such as musicals, concerts, festivals and television productions.
Luc Peumans, CEO of PWL, explains: “The last few years have challenged us to become even more agile and to adapt more quickly to the changing needs of the market. Our customers are asking for more digital and turnkey solutions, so we are expanding our offer in this direction. We have successfully transformed our rehearsal studio into a chromakey TV studio with augmented reality technologies for virtual events and live broadcasting, expanding it to fully equipped virtual studios for clients or businesses at their location. . It all fits perfectly with our mission to add value to customers by creating captivating memories through powerful visual and sensory emotions.
PWL has increased its team capacity by over 50% with new designers, programmers, project managers and sales managers to meet the growing demand for immersive experiences in cities, buildings, churches, shopping malls , tourist destinations, theme parks and events. Some 2021 projects include, among others, projection mapping for the vaccination campaign in Flanders, Winter glow in Bruges, the interactive exhibition The Art Hour in Mechelen (3rd edition), Twilight Land in Genk, interior and exterior lighting for the Borgloon church, Plopsa Hotel and Plopsaqua Landen and temporary installations at the town hall and the church from Tienen and to the Corda water tower in Hasselt. The PWL team works closely with the city’s architects and engineers to deploy video animations, light and sound installations in memorable experiences for visitors. See some projects here.
Blend of entertainment and architectural lighting design
PWL’s dynamic interdisciplinary blend of entertainment and architectural lighting expertise brings a unique style and approach to transforming hotels and corporate buildings into true landmarks. The team designed all the lighting concepts for the new PWC (PricewaterhouseCoopers) head office in Brussels, commissioned once again by Ghelamco. The facade of this new 12-story, 28,000 square meter (approximately 301,000 square feet) building is an eye-catching beacon along the Brussels ring road. Fully compliant with sustainable and eco-friendly construction and building user-friendly approach, PWL used durable, state-of-the-art fixtures.
For Plopsaland Hotel, the park’s new flagship property in De Panne, PWL has designed a fully integrated fully LED lighting system. The lighting of the hotel facades reinforces the magical atmosphere of the building, an eclectic mix of architectural styles including fairytale castles and exclusive townhouse facades with a grand entrance. The hotel’s atrium is a majestic three-story void overlooked by several balconies, with a dramatic central chandelier that adds to the feeling of grandeur. The lighting had to be striking and a visual talking point for which the design required a fusion of theatrical, cinematic and practical disciplines.
Peumans concludes: “I am proud and touched that our team, our customers and the entire entertainment industry have been so resilient, showing so much solidarity, creativity and commitment. We’re not there yet, but I’m sure we’ll come out stronger than ever. Everyone can’t wait to make people laugh, cry, sing, scream and dance again!