The general idea behind the Aim design was to produce a lamp that would offer an infinite variety of adjustments to meet one's lighting needs. The Bouroullec brothers came up with a new typology of lamp that naturally positions itself in the space - like a plant would do - thanks to the long cables which facilitate the orientation and the height of the light freely.

The two brothers, Ronan and Erwan, have been working together since 1999. Their collaboration is a constant dialogue, nourished by their single identities and strived towards a common goal. Today, the Bouroullec brothers work with numerous manufacturers such as Vitra, Cappellini, Issey Miyake, Magis, Ligne Roset, Habitat and the Kréo Gallery. They were named "Creator of the Year" in 2002, elected "designer of the year" in 2003 and have won multiple other awards. Their creations have been exhibited in many collective or solo exhibitions and are part of some permanent museum collections around the world.

Aim features a varnished aluminum sheet body with a photo-etched optical polycarbonate shade. The internal reflector is photo-etched ABS. The cable is 354" long and thus the lamp can be suspended 118" from the ceiling. Aim is offered as a hard-wired fixture. The canopy can be specified for single lamp attachment or a canopy to string 2-5 lights.