New Retail
When light becomes personal
A new era of retail begins.
New Retail turns light into an intelligent, adaptive medium. It reacts to context, atmosphere and human presence. Creating individual light for every moment, and every customer. The point of sale becomes a living stage: relevant, learning, and human-centred.
What if retail could respond?
New Retail is a new way of thinking about physical retail.
It transforms stores from static spaces into adaptive environments that react to people, context and atmosphere in real time.
It transforms stores from static spaces into adaptive environments that react to people, context and atmosphere in real time.
By combining neuromarketing insights, artificial intelligence and adaptive lighting, New Retail creates environments that feel intuitive, relevant and human.
Light, content and space dynamically adjust — not to profiles, but to situations.
Light, content and space dynamically adjust — not to profiles, but to situations.
The result:
greater relevance, longer dwell time and a measurable impact on purchase intent and basket size.
greater relevance, longer dwell time and a measurable impact on purchase intent and basket size.
The Principles Behind New Retail
Designed for how decisions really happen
- 95% of purchase decisions are subconscious
- Emotion, atmosphere and context shape behaviour before rational thought
- Light is the most powerful emotional driver in physical space
New Retail applies these insights ethically and transparently. Not to manipulate, but to support orientation, inspiration and confidence.
New Retail. New Products.
The Alliance Behind New Retail
A team of science, technology and light
Kochstrasse
Neuromarketing expertise, behavioural science and strategic frameworks that translate subconscious mechanisms into spatial logic.
4Dmagic
AI, sensor technology and the digital backbone. Real-time data, content orchestration and learning systems that continuously optimise relevance.
Zumtobel
Light as an emotional language. Adaptive lighting systems, control and integration — creating the physical stage where perception becomes experience.
Consumer Goods: Efficiency meets relevance
In supermarkets and consumer goods retail, clarity and speed matter, but emotion still drives decisions.
New Retail turns the store into a responsive system:
guiding orientation, highlighting relevance and supporting purchase decisions in real time.
guiding orientation, highlighting relevance and supporting purchase decisions in real time.
From fresh food to promotions, light and content adapt dynamically creating structure, trust and efficiency at scale.
Where precision meets perception
In automotive retail, decisions are complex and highly considered. New Retail combines sensors, monitors and adaptive lighting to guide customers through the showroom, intuitively and unobtrusively.
Movement, context and spatial behaviour are translated into focused lighting scenes and dynamic content. The result is a showroom that clarifies choice, highlights relevance and supports confident decision-making at every touchpoint.
Penny Market – The Benchmark for New Retail
The PENNY store in Weiden am See sets a new standard for climate-conscious retail. From its timber construction and biodiversity-focused design to an energy-efficient, future-ready lighting concept aligned with the EU Green Deal, every element is designed to reduce resource use across the entire life cycle. A flagship project that proves how sustainability, architecture and a modern shopping experience can come together seamlessly.