Invisible itself but unarguably effective – light supports and promotes sales. Contrasts in brightness attract the view of customers and effects of brilliance render interaction with products irresistible – an important step in the decision to purchase. Within the wide diversity of brand concepts a variety of different strategies have now established themselves in the creation of individual shopping experiences using light. With a nod to minimalism, the luminaires almost completely disappear from the field of view and just a few light accents are sufficient. With decorative concepts, striking luminaire designs are becoming increasingly important although effective accent lighting remains indispensable for the showcasing of merchandise. Urban concepts also integrate accent lighting, but with a significantly more technical look at the lighting installation as an inherent part of the corporate design.