“The latest addition to the 100% portfolio is a lamp in shape of – you guessed it – a lamp. A wonderful idea that causes irritated looks followed by broad grinning. Born out of the fact that light bulbs have become a commodity product, that lead a pretty neglected life, only in our focus when it breaks and when we usually don’t have the correct replacement on hand. We are much more intrigued by the surrounding of the lightbulb, the shape of the shade or the way it is held, or the size… All of that casual usage of the common bulb will now change, and it will be displayed for what it is.”