Since its founding in 2015, ELOA has become synonymous with handcrafted, freeform glass lighting that blends artistry with craftsmanship. Founded by Swiss designer Simone Lüling in Berlin, the brand is known for its floating glass elements, inspired by the universe and the beauty of organic forms. We spoke with Simone about her exhibit at Maison&Objet, the latest trends in glassblowing, and her plans for 2025.
A vision of light and emotion
The idea for ELOA was born when a friend asked Simone to design a light for his new apartment. 'I realised that this was something I wanted to do myself. I had a vision of floating elements and unique pieces, even before I knew anything about glass,' she shares.
Driven by intuition, she discovered a technique that allowed her to create freeform glass designs in stunning colour variations. One of her signature iridescent finishes changes with the environment, reflecting light like stars and constellations. 'I've always been inspired by the universe and its power—it's something we need now more than ever.' Each ELOA lamp carries the name of a star, adding an extra layer of storytelling. 'People connect with these names; they carry powerful stories,' she explains.
While many designers keep a close eye on trends, Simone takes a more intuitive approach. 'I don't follow trends. My designs come from what interests me—certain colours or forms just pop up in my mind,' she says.
One of her current projects explores movement in lighting. 'We want to create something that truly floats in space. We're working on a project for the fair in Milan, but movement is a challenge in lighting design. The object is not finished yet, but we're excited about the possibilities.'
Expanding markets
ELOA's studio is based in Berlin, a city filled with artists and makers. 'It's fantastic to have our production close by; we work with incredibly skilled glassblowers, and the process is so rewarding,' says Simone.
While Germany was initially ELOA's strongest market, the company has been expanding across Europe and into the U.S. 'We now have a gallery in New York showcasing our work, and we're working with more retailers and interior designers. The contract market is also becoming much stronger for us.'
Despite growth, the German retail market has been challenging. 'There's a strong feeling that people are holding back on buying things,' Simone notes. This is one reason why international expansion has become a key focus for ELOA. 'We love working in different regions; it opens up so many possibilities. Our recent trip to Dubai, for example, has introduced us to entirely new opportunities.'
Success at Maison&Objet and future plans
ELOA recently exhibited at Maison&Objet in Paris, an experience Simone describes as "excellent". The fair attracted the right customers—interior designers, high-end retailers, and project-based clients. Among the pieces showcased were wall lamps, table lamps, and a new spiral-shaped hanging light that touches the ground and creates mesmerizing reflections. 'A lot of people loved it,' Simone says.
Looking ahead, ELOA plans to return to Maison&Objet and will also exhibit at Euroluce in Milan—one of the most important fairs for the brand. 'These are the two key events for us,' she confirms. With new designs in development and growing international recognition, 2025 is set to be another exciting year for ELOA.
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