What Painting With Light does

Painting With Light (PWL) is a Belgian design house founded in 1999 by Luc Peumans, specializing in the design and production of total visual experiences that integrate light, video, sound, and special effects for the leisure and entertainment industry. The firm operates across three delivery pillars — Services (concept design, technical design, set/stage design, video content, project management, build & system integration, light & video programming, and 3D/VR/AR visualization), Shows (broadcast, musicals, concerts, ceremonies, light art, dark rides, architainment, museum, projection mapping, virtual events), and Destinations (permanent installations for public spaces, museums, theme parks, arenas, hotels, retail, corporate, online, TV studios). Underlying technology stack includes Follow-Me Track-iT performer tracking, 3D show visualization, virtual/augmented reality, and a four-phase workflow process (concept → schematic → technical → implementation). The company is recognized through multiple THEA Awards (Basilysk 2018, Popcorn Revenge 2019), Knight of Illumination nominations, and ISE recognition, with industry leaders (SnowWorld, Alterface, Studio 100, Panasonic, Ghelamco) citing the market as having no comparable combination of creative and technical capability.

The business model is project-based custom professional services with complementary hardware sales and managed after-service / maintenance. Pricing is quote-based in EUR (with a weighted 40% material / 40% labor / 20% fixed price-revision formula), 30-day payment terms, and a 25% advance requirement on orders above EUR 500K. Go-to-market is direct enterprise sales targeting architects, theme parks, museums, broadcasters, sports venues, cities, hotels, and retail investors across Europe and the Middle East; headcount is not publicly disclosed. Ownership is concentrated with founder Luc Peumans (no institutional investment identified), with a regional headquarters in Riyadh supporting Middle East expansion including projects such as Qiddiya City. Customer validation is anchored on long-term relationships (Studio 100, Alterface) and marquee project wins (K3 Originals reunion tour with 700,000+ tickets sold across 45 shows).

Name

Painting With Light

Legal name

Painting with Light BV

Website

https://pwl.be

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Painting With Light is a Belgian design house that integrates light, video, sound, and special effects into total visual experiences for theme parks, museums, cities, broadcasters, sports venues, and live entertainment clients across Europe and the Middle East.

Ownership category

akta.pro rank

Product category

Entertainment Lighting Design

NAICS

Graphic Design Services (541430)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Lighting Design Services (BPAHAKAJ)

Keywords

• Lighting design services
• Multimedia experience design
• Entertainment technology solutions
• Show and stage design
• Theme park lighting

Headquarters

HQ city

Genk

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Design and Production Services: Custom design and production of total visual experiences including concept design, technical design, set/stage/show design, video content, project management, build and system integration, light and video programming, and visualization services. The company also supplies hardware as part of projects.
2. Hardware Supply: Supply of lighting, projection technology and related hardware as part of project deliverables. Terms indicate Ex Works delivery with transportation and insurance costs for client.
3. Maintenance and After-Service: Ongoing maintenance of all installations and training of operational personnel as part of after-service offerings.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Painting With Light is a multidisciplinary design house that designs and produces total visual experiences combining light, video, sound, and special effects for the leisure and entertainment industry. The company delivers end-to-end services from concept design and technical engineering through to system integration, programming, and on-site show delivery for theme parks, museums, broadcast productions, concerts, and public spaces. It has designed more than 300 shows and destinations worldwide, acting as a single creative and technical partner for entertainment clients.

Product overview

Painting With Light (PWL) is a design house specializing in lighting and multimedia experiences for the leisure and entertainment industry. The company offers a comprehensive service portfolio organized across three main pillars: Services (concept design, technical design, set/stage/show design, video content, project management, build & system integration, light & video programming, and visualization), Shows (temporary experiences including broadcast/TV shows, musicals/theatre, concerts/arena shows, events/ceremonies, light art/festivals, dark rides/attractions, architainment/retailtainment, museum experiences, digital art/projection mapping, and virtual events), and Destinations (permanent installations for public spaces, museums/exhibition centers, theme parks/leisure spaces, arenas/sports venues, hotels/resorts, retail, companies, online platforms, and TV studios). PWL provides both permanent and temporary installations, combining creative concept development with technical implementation for clients ranging from theme parks and museums to broadcasters and corporate clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Concept Design Creative conception service for entertainment and leisure projects, defining the artistic vision, storytelling, and experience direction for lighting, video, sound, and special effects. Targeted at producers and operators of theme parks, museums, broadcast shows, concerts, and destination venues.
• Technical Design Engineering and technical specification of lighting, video, sound, and special effects systems for entertainment venues and shows. For clients who need engineered, buildable solutions behind their creative concepts.
• Set, Stage & Show Design Design of sets, stages, and show environments integrating lighting, video, sound, and special effects into a unified visual experience. For live shows, broadcast productions, theme parks, and performance venues.
• Video Content Full video content creation including editing, compositing, post-production, and 3D mapping/plain mapping for LED walls, projection, and screens. Designed for entertainment venues, shows, and brand experiences.
• Project Management End-to-end project management service coordinating creative, technical, and on-site delivery teams across entertainment and leisure projects. For clients needing a single accountable partner across multidisciplinary workstreams.
• Build & System Integration Build, installation, and system integration of lighting, video, sound, and special effects systems for entertainment and leisure venues. Delivered as part of PWL's turnkey design-to-delivery offering.
• Light & Video Programming Programming of lighting and video systems, including the use of Follow-Me Track-iT automated tracking for moving lights and follow-spots, plus 3D visualization (Capture, pre-visualization, and 3D programming). For venues and shows requiring precise, repeatable show playback.
• Visualization 3D visualization services including Capture, pre-visualization, and 3D programming, supported by laser scanning of venues and assets to ensure accurate on-site design. For clients who need to validate designs before physical installation.

Quantifiable outcome

• K3 Originals reunion tour sold over 700,000 tickets, breaking box office records and surpassing previous audience record at Belgium's largest indoor venue
• +2 more outcomes

Named customers15 records

Segments12 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, major and minor.

• SignifycoreStrategic or Co-development PartnerStrategic partnership for architectural and sustainable building lighting projects. PWL collaborates with Signify resulting in buildings getting distinctive architectural quality through thorough conceptual study and technical approach, as exemplified by PWC campus and Ghelamco Arena projects.
• PanasoniccoreTechnology or IntegrationTechnology partnership involving tracked projection technology on moving objects. Collaboration on ISE trade shows in Barcelona. Panasonic supplies video hardware and lighting technology. Thomas Vertommen, European Product Marketing Manager at Panasonic, has worked with PWL across multiple vertical markets and applications.
• FRAMELEDcoreStrategic or Co-development PartnerBelgian collaboration for LEaT con 25 expo in Hamburg where PWL developed design and motion content while FRAMELED provided modular Pulse technology, technical integration and construction. The collaboration created 'Eternal Pulse' - a hanging video art installation using 320 FRAMELED Pulse Q100 video strips. The adaptable structure can be reconfigured and reused for future events.
• Follow-MecoreTechnology or IntegrationPWL supplies Follow-Me Track-iT performer tracking system for productions. Luc Peumans served as Lighting Designer for K3 Originals tour with 100+ fixtures connected to Track-iT system out of 1,300 total fixtures. Follow-Me provides advanced performer tracking solutions for lighting, immersive audio, video mapping and stage automation applications.
• PRG (Production Resource Group)majorTechnology or IntegrationPRG supplied lighting and rigging equipment for K3 Originals reunion concert tour. PWL provided Follow-Me Track-iT system for the production which included massive stage over 30 metres and extensive LED screens.
• Alterface ProjectsminorStrategic or Co-development PartnerCEO Stephane Bataille of Alterface Projects identifies PWL as first choice partner for lighting design, noting they cannot develop this level of expertise internally. Alterface is an attractions company.
• Studio 100coreStrategic or Co-development PartnerLong-term collaboration with Studio 100, a Belgian entertainment company managing K3 and other productions. Studio 100 invested heavily in high-production-value experiences. CEO Anja Van Mensel values PWL's creative ideas including work on 40-45 musical productions.
• DarkSky InternationalminorOthersDarkSky International partnership indicated by DarkSky International logo displayed on PWL website, suggesting commitment to dark-sky compliant lighting practices.
• EcovadisminorOthersEcovadis partnership indicated by Ecovadis logo displayed on PWL website, suggesting sustainability rating and commitment to environmental responsibility.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Thinkwell Group: Design and production firm specializing in theme parks, attractions, museums, and branded experiences. Comparable to PWL's theme parks, museum, and dark-ride offerings, with both creative concept and technical integration capabilities for the same leisure and entertainment clients.
• Solotech: Major North American provider of audio, video, lighting and rigging for live events, broadcast and corporate clients. Comparable in offering integrated lighting design-build for concerts, arena shows, ceremonies and permanent installations, overlapping with PWL's shows and destinations pillars.
• PRG (Production Resource Group): Global provider of entertainment production services including lighting, rigging, video and crew for concerts, theater, TV and corporate events. Direct comparable on the K3 Originals tour where PRG supplied lighting and rigging while PWL designed; competes for the same large-scale event and arena clients.
• Falcon's Creative: Themed entertainment design and production company creating immersive attractions, dark rides, museums and location-based experiences. Direct comparable on the dark-rides/attractions and museum experiences segments where PWL holds THEA Awards.
• Speirs Major: International lighting design practice working across architecture, masterplanning, landscape and themed environments. Direct comparable as a specialist lighting design firm combining creative and technical expertise for high-profile permanent and temporary installations.
• Woodroffe Bassett Design: Award-winning theatre, concert and event lighting design practice serving West End, Broadway, opera and arena clients. Comparable as a boutique, founder-led lighting design firm with similar entertainment and broadcast customer base.
• Lighting Design Partnership International (LDPi): International architectural lighting design consultancy covering hospitality, retail, museums, urban spaces and themed environments. Comparable service offering to PWL's destinations portfolio with creative-technical integration for permanent installations.

Broad incumbents

• Signify: Global lighting technology leader (formerly Philips Lighting) and named strategic partner of PWL on architectural and sustainable building projects. Comparable as a broad incumbent supplying lighting hardware, controls and increasingly integrated design services to the same venues.
• Arup Lighting: Lighting design practice within global engineering firm Arup, serving architecture, transport, public realm and entertainment projects. Broader incumbent comparable that competes for major architectural and themed-environment lighting commissions alongside PWL.

Emerging players

• Katapult Entertainment: Themed entertainment design studio producing immersive attractions, dark rides, and multimedia experiences for theme parks and cultural venues. Comparable emerging player in the same dark-rides/attractions niche where PWL has won THEA Awards.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/paintingwithlightBE
• Instagraminstagram.com/legal/cookies
• LinkedInlinkedin.com/company/paintingwithlight
• Xx.com/pwl_be
• Pinterestpolicy.pinterest.com/en/cookies

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Painting With Light