An aisle that turned curiosity into Smart Home self-selection.

The brief

The leader in lighting control devices, Lutron's new Dimming Experience Center had to engage shoppers with approachable interactivity, guide self-selection, and drive interest in premium Smart Home products — all inside a big-box aisle.

The make

Subtly curved architecture and prominent (changeable) lighted graphics captured shopper curiosity; the interactive UX encouraged engagement. Feature-benefit tags at each control guided product selection, and expanded messaging articulated Smart Home attributes. A hybrid US/import production approach kept the project on budget — and sales performance exceeded projections, delivering exceptional ROI.