In retail, experience centers and office environments, light amplifies what’s on screen and extends it into the space around it. It adds depth, tension and mood, turning communication into a full experience. Want to see how the connection between digital signage and LED lighting works? Keep reading.
Why light and movement work
The power of light is in our brain. People respond instinctively to contrast and change. Movement catches the eye, colour affects emotion. In retail environments, this effect is well studied. A 2021 study from Universität Wien showed that dynamic lighting in shop windows increases average viewing time by more than thirty percent and that visitors rate the shopping experience more positively. Movement increases visibility and strengthens emotion and brand experience.
That insight forms the foundation of our approach. Dynamic LED lighting is a guiding element within the total experience. It directs attention, shapes mood and brings brand stories to life. When there’s no specific message to communicate, LED lighting adds atmosphere and emotion. It keeps the space alive and strengthens the overall experience.
What dynamic LED lighting actually is
Where static LED lighting gives a fixed colour or temperature, dynamic pixel-controlled LED (RGBIC) can do much more. Each segment of the strip has its own chip and can be controlled individually.
This creates patterns, transitions and rhythms that respond to what happens in the environment.
The colour variations are diverse. RGB stands for red, green and blue. RGBWW adds warm white for softer tones. RGBTW combines colours with adjustable white, so the colour temperature moves with the moment. RGDWA and RGBIC bring extra nuance and depth to the colour rendering.
Control runs through a LED controller and smart triggers. Through the controller we connect LED lighting to visuals, sound or even movement. Think colour changes that sync with screen content, light that reacts to sensors or a pulse that moves with music. Light becomes storytelling.
The role of First Impression
First Impression connects content, space and brand identity into one unified experience. That starts with concept and design, continues into control and integration, and never really ends, because we keep optimising. We design lighting logic that fits the brand: calm or expressive, warm or bright, continuous or pulsing. Next, we integrate everything with digital signage, content management and sensors. In practice, that means a campaign is not only visible on screen, but also becomes tangible in the space around it.
What dynamic LED lighting looks like in practice
In the Colour Boutiques of Pink Gellac, light extends the brand. Colours move with campaigns, product launches and seasons. Visitors literally step into the brand world, without the lighting becoming dominant.
The KPN Game Room has a completely different character. Here, lighting supports the energy of play. It reacts subtly to action without overstimulating, making the space feel alive and still manageable.
At Amazon Web Services, the focus is on calm and concentration. The light moves almost imperceptibly with the rhythm of the day. The colour temperature shifts slowly from cool to warm, contributing to comfort and focus.
From design to maintenance
A good lighting concept doesn’t happen by chance. We start with an analysis: which emotions match the brand, which zones require attention, what behaviour do you want to encourage? Then we design scenes and triggers, tune tempo and intensity, and test everything in the actual space.
What works gets scaled. What doesn’t convince gets improved.
That’s how we build durable, scalable systems that are just as reliable as they are expressive.
What dynamic LED lighting delivers
Light attracts attention and influences behaviour.
In retail, it increases appeal and recognisability. In hospitality, it enhances atmosphere and comfort. In offices, it creates focus or relaxation. And in every space, it makes brand stories tangible. Dynamic LED adds meaning to digital signage by stimulating and guiding the senses.
Experience it yourself
Want to see how dynamic LED can strengthen your digital signage?
Book a demo with our team or visit the Experience Center.
There you’ll see what happens when light, content and technology tell one story together.
