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The web page states the following, "The YLighting FLOS Pattern Play Design Contest." We saw that the web site said " Called on design lovers to apply the inner pattern of Marcel Wanders new Can Can light onto unexpected places for a chance to win." It also said " We received over 200 entries from around the world showing us their most creative use of the design. It was a tough job to do, but Marcel Wanders, Piero Gandini CEO of FLOS and Sean Callahan CEO of YLighting selected their favorites. Congratulations to the winners! Submitted by Gregory in Los Angeles." The header had Modern Lighting as the highest ranking optimized keyword. This keyword is followed by Marcel Wanders, Modern Design, and Flos Can Can which isn't as urgent as Modern Lighting. The other words ylightingflos.tumblr.com uses is Modern Ar.