Dynamic and Interactive Lighting for Fashion Store Windows

Smart light technology offers new dynamic and interactive capabilities that extend the potential of traditional lighting systems of attracting people and affecting their mood, emotions, and behavior. Our research explores smart lights in the context of shopping windows. The paper describes an extensive empirical study that has been performed for 5 weeks in a fashion store located a top-level shopping area in Milan (Italy). The data automatically collected from over 1 million people passing by or stopping in front of the 3 shopping windows of the store in three different lighting conditions (static, dynamic, and interactive) enable us to provide some empirical evidence of the potential of smart light technology to enhance the shopping experience in brick-and-mortar stores.