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Painting with Light unveils brand revamp for new year

New strategy and increased team size will be key for upcoming projects

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Painting with Light Concert

Painting with Light, a lighting and multimedia expert, has revealed the culmination of a comprehensive rebranding project, with a new logo and website which underlines its new strategic market approach.

The event and entertainment industries continue to feel the impacts of the pandemic, with hits to ticket sales and revenues forcing companies to reinvent and reposition themselves.

Painting with Light PWL Logo

The firm, now known as PWL, is renowned for its expertise in the implementation of lighting, visual and production design. Based on these core competencies, PWL’s management team is deploying a new strategic direction, with focuses on market diversification, digitisation and full turnkey project management for visual experiences.

Notable projects in Belgium during 2021 included projection mapping for the Flanders Vaccination Campaign, Winterglow in Bruges, Twilight Land in Genk, “Beats of Leuven”, and temporary installations for the City Hall and Church of Tienen.

PWL Church of Our Lady Bruges during Winterglow
Church of Our Lady, Bruges, during Winterglow

PWL has increased its team capacity by more than half with a raft of new designers, programmers and sales managers, allowing the firm to fulfil its growing project list for immersive experiences.

Company CEO Luc Peumans says: “The past few years have challenged us to become even more agile and adapt faster to changing market needs. Our customers are asking for more digital and turnkey solutions, so we broaden our offering in this direction.

“We successfully turned our rehearsal studio into a chromakey TV studio with augmented reality technologies for virtual events and live broadcasting, extending this towards fully equipped virtual studios for customers or companies at their location. All of this perfectly fits our mission of adding value to customers by creating engaging memories through powerful visual “imagineering” and sensory emotions.”

Shining lights on architecture

PWL’s interdisciplinary mix of architectural lighting and entertainment has created a unique approach to transforming hotels and corporate buildings into local landmarks.

The PWL team recently designed the lighting concept design for PwC’s Brussel headquarters, a 12-storey structure commissioned for the accounting giant by Ghelamco.

The new building’s façade has created an eye-catching beacon for drivers of the Brussels ring, a major city expressway. PWL used durable, state-of-the-art light fixtures, complying with eco-friendly construction practices and the employee-friendly approach of the building.

Painting with Light PWC building Brussels
PWC Office

Plopsaland’s new hotel in De Panne, Belgium, benefits from an integrated all-LED lighting scheme designed by PWL. The hotel’s facades are enhanced by strategic lighting to create a magical ambience, comprising an eclectic mix of architectural styles such as storybook castles and townhouse frontages with a grand entryway.

The hotel’s atrium consists of a majestic three-story-high open area, overlooked by carefully crafted balconies and a beautiful central chandelier to create a real sense of grandeur. Lighting for Plopsaland Hotel was required to be visually striking and a talking point – requiring the design team to blend its filmic, theatrical, and practical experience.

Peumans concludes: “I am proud and touched that our team, customers and entire entertainment industry have been so resilient, showing so much solidarity, creativity and engagement. We are not there yet but I am sure we will come out stronger than ever before. Everyone is eager to make people laugh, cry, sing, shout and dance again!”

Painting with Light Plopsaland Hotel
Plopsaland Hotel

More information on projects can be viewed on the company’s new website, accessible at www.pwl.be.

Last spring, PWL worked on the second edition of The Art Hour, an immersive interactive exhibition, at the former Holy Ghost Chapel in Mechelen, Belgium.

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Adam Whittaker blooloop

Adam Whittaker

Adam is Marketing Manager and looks after blooloop’s communications. He studied Marketing and Advertising Management at Leeds Beckett University. You can usually find him appreciating art deco architecture, by a seaside resort, or on a theme park roller coaster.

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