New Retail redefines the shopping experience by merging neuroscience, smart technology, and adaptive lighting into one holistic system. Developed through the collaboration of Zumtobel, 4Dmagic, and Kochstrasse, it transforms physical retail spaces into responsive, emotionally engaging environments. By using contextual data, AI, and dynamic light control, stores can intuitively react to customers’ moods and needs—without personalization or intrusion. Zumtobel’s lighting expertise provides the atmospheric foundation, connecting technology with human emotion through intelligent systems like LITECOM, VIVO II, TECON II, and CIELUMA. The result: a retail experience that feels right, increases engagement, and measurably boosts sales through empathy