In the same way as when listening to music, people looking at merchandise displays also expect highlights. The demanding customer expects a stage set for worlds involving different experiences and lifestyle. This can only be achieved through the perfect interaction of general lighting and accent lighting. Accent lighting only reveals its true impact when illuminance levels are achieved that are significantly higher than the general lighting. This focussed light directs the customer's attention to the corresponding merchandise on offer, presenting it to special effect. Only the virtuoso interplay of light and shape, direction of light and light colour, brightness and dyanmic change can produce a unique product experience. Shopping long ago ceased to be a matter of satisfying real needs. Shopping is now becoming more and more an event in its own right the experience itself and its entertainment value are becoming inceasingly more important. This underpins customer Loyalty and makes shopping in a store just as distinctive as a brand.

Quiet areas into which customer can retreat must be provided in order to overcome this. A bistro-like ambience, for instance, is the right response. A cappuccino or snack in a feel-good atmosphere helps customers escape the hustle and bustle of shopping, unwind and compose themselves quickly without having to leave the store in order to do so. Whilst relaxing, customers must always be able to see merchandise in the surrounding area. Once again, Light is a decisive issue. The lighting must be distinctly different from the sometimes extremely bright in tje retail areas and create a pleasant atmosphere. The customer wants to observe and view discreetly: the last they want is to be in the spotlight.