In a guarded interview about the importance of smart lighting in car showrooms, a BMW retail executive has lauded the virtues of using intelligent lighting schemes to create atmosphere and “experience,” although he stopped short of outright extolling the use of lights to collect data and communicate with customers’ smartphones.

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As LEDs Magazine reported earlier this year, BMW is using a Munich test center to trial an Aurora-supplied smart lighting system that would dynamically change settings to draw attention to different models and features. The Internet of Things (IoT) scheme, if deployed in showrooms, might also help deliver information to smartphones as customers peruse the floor.

“I personally think that experience is the new status symbol,” said BMW’s Michele Fuhs in a pre-recorded video interview first presented at the LuxLive 2017 exhibition in London earlier this month, and which is now generally available here.