A vision. A path. A silent dialogue.
There are moments when light goes beyond its primary function. When it stops being only technical and becomes interpretative. Expressive. Sculptural.
With the new campaign “Shaping light, sculpting art”, we begin a journey that explores the deep relationship between light and art — a reciprocal exchange where one enhances the other, and both converge around a central presence: the human being.
Light does not simply reveal art. It outlines its contours, deepens its shadows, amplifies its meaning.
At the same time, art gives light a surface to inhabit, a volume to define, a story to tell.
It is within this dialogue that the campaign takes shape.
Shaping light, sculpting art – the first chapter unveiled at Light + Building 2026
From 08 to 13 March 2026, at Light + Building in Frankfurt (Hall 3.0 – Stand E78), this vision will take physical form for the first time.
The exhibition space designed for the fair is not just a stand. It is an environment where illumination and artistic expression enter into conversation. Where light interacts, supports and elevates. Where perception becomes presence.
Visitors will experience a setting inspired by the language of contemporary art — forms, volumes, surfaces — interpreted through architectural lighting. A space designed to demonstrate how light can shape emotion, guide the gaze, and create depth. An immersive experience where you can breathe art at 360°. Where light is art, where PUK products themselves become paintings and works.
At the heart of this installation lies a clear principle: light exists for people.
It is designed around their perspective, their movement, their feeling.
The human presence is the protagonist of this dialogue between art and illumination.
“Shaping light, sculpting art” is more than a claim presented at an international fair.
It represents a new direction, a statement of intent, a belief.
Light and art: an infinite exchange
The first phase of the campaign focuses on this essential relationship between art and light. A dialogue in which each element enhances the other. Art offers form, material and expressive power. Light reveals, interprets, and transforms.
The first phase of the campaign focuses on this essential relationship between art and light. A dialogue in which each element enhances the other. Art offers form, material and expressive power. Light reveals, interprets, and transforms.
At Light + Building, this philosophy becomes tangible. The stand itself becomes a narrative space where illumination does not simply highlight objects but interacts with them, creating shades, balance and rhythm.
It is the beginning of a journey. Our journey.
When light becomes art: come to see it at Light+Building 2026
Following the fair, the campaign will continue to evolve. The dialogue between art and light will grow deeper, progressively leading to a new dimension: light not only as a tool to enhance art, but as an artistic expression in itself.
During Light + Building 2026, we will also introduce new technical-decorative lighting solutions designed to create refined luminous atmospheres. Products designed to go beyond performance, combining precision with aesthetic intention. Elements capable of enriching space with the same sensitivity as a sculptural gesture or a brushstroke.
These new creations mark an important stage in the evolution of the brand. A movement toward enlightenment that embodies both technical excellence and artistic identity. A project that will be revealed gradually… but that will leave you speechless.
A story that begins in Frankfurt: PUK become art.
Light + Building 2026 represents the first public chapter of this narrative. The moment when vision becomes experience. When a concept transforms into an environment. When light, art, and people meet in the same space.
From Frankfurt, the campaign will unfold across all communication channels, expanding its exploration of the bond between illumination and artistic expression.
Because light is never just functional. It is gesture, balance, interpretation. And sometimes, it is art itself.
We look forward to welcoming you in Frankfurt.
Hall 3.0 | Stand E78
Credits
Art Direction: Nava+Arosio Studio
Artist: Emanuele Giannelli
Photo: Paolo Volonté
Communication: Red Apple International
