Robert Ruf is one of the seven designers approached to create an interpretation of one of the seven deadly sins. The project is for the release of Austrian-based magazine Kursiv's 2010 yearbook based on the 'Die 7 Todsunden.'
Focusing on the sin of pride, Robert Ruf designed a lamp that shines only upon itself. As Gizmodo notes, it's more about form than function--a completely poetic design.
According to his site, Robert Ruf "studied until 2005 Industrial Design at the University of applied arts Vienna," then founded Robert Rüf Industrial Design in 2007.