Youup is a highly technological company born in 2013 in Bologna, Italy, to introduce a engineering approach to a traditionally empiric field: lighting. The awareness of lack of engineering in lighting field and the inevitable commercial interest of agents and dealers, who are the only available intermediaries for professionals such as architects, interior designers and artisans, made us imagine a way to make a difference. Through engineering and realizing high quality lighting systems, we achieve perceived enhancement of space, increased wellness for people who live in, optimized energy consumption and reduced environmental impact, as these themes are not optional anymore.