My dear friend Frieder Hochheim goes into the history of his innovative, forward thinking, Eco-friendly company that started renting out of a small van in the 80′s and now is the industry leader in everything that is soft, controllable fluorescent technology. Frieder and the future: Their new LED technology will blow you away. I had the privilege to check it out in his studio and one word describes the light. WOW!!!! There is nothing like it.