The basic principles of LED optics are straightforward but the application of this art mixed with science take years to master. You will hear from a veteran, practical designer showing worked out examples from sketch to full production. Audience participation will be encouraged as each product example is analyzed from a product marketing perspective leading to relevant optical requirements. While the focus will be LED optics, aspects of thermal engineering, mechanics and electronics will be interwoven providing a systems view with the main goal being light control and quality. Several software tools will be showcased but any main line program may be used to develop cost optimized LED light control optics. All are welcome and will benefit from this half day seminar. The open forum format will encourage questions and debate with the only goal to learn together how to make great LED lighting products.