Imoon: from shelves to checkouts, the store lighting system becomes a media channel

Imoon will sponsor Forum Retail 2026, the leading event for the Italian retail community, conceived and organised by Ikn Italy, taking place on 11 and 12 November in Milan, where it will present Vision, the solution that redefines the role of communication within the point of sale.

The solution

Vision combines lighting, video Led modules and advertising and informational communication in a single media system designed for retail. Technical areas and functional spaces within the point of sale become true commercial touchpoints, where light, content and communication work together to guide the eye, showcase products and direct the customer. In addition, Vision links the message to the product's in-store positioning: product information arrives exactly in the aisle where it is sold, in front of the shelf and at the moment when the customer makes their choice. The ultra-high-brightness Led display guarantees impeccable readability even in natural light, with reliable, long-lasting performance consistent with the technical standards of Imoon lighting fixtures.

According to Massimiliano Giussani, sales director Italy at Imoon, “for years, lighting in the point of sale was designed to make the product visible. With Vision, we are also asking it to tell its story, at the exact place and moment when the customer makes their decision”.

The range

The Vision family accompanies the customer throughout the entire purchasing journey, from aisle to shop window, with four versions designed for four different areas of the store: Vision Track, the double-sided display that attaches to Imoon's electrified track, brings directions and promotions into the aisles, close to the product; Vision Dart, the checkout display, transforms the final stage of the purchasing journey into a highly visible media space; Vision Veletta, the suspended system for departments, counters and promotional islands, replaces static signage by synchronising light and content; Vision Fly creates a luminous, digital frame for shop windows, brand corners, shop-in-shops and pop-ups. These are spaces where brand identity is played out in the physical store: a topic that the Forum explores in the Fashion Spotlight dedicated to stores and brand identity.

To meet the specific needs of food & fashion retail, Vision fixtures can be equipped with Imoon's specialist Led products – Fashion, Spark, Meat, Extra Warm, Full Colour and HD – dedicated to each department and product type. Content is managed from a single centralised platform: images, videos and text can be sent directly from head office in real time to all points of sale, with daily, weekly or monthly campaigns planned, including by time slot.

An advertising space

Vision is not merely an in-store communication tool, but also a high-visibility advertising space that can generate new revenue opportunities for the point of sale. Aisles, checkouts, departments and shop windows become an inventory of media spaces to be planned and offered to the industry. Thanks to centralised programming by point of sale and time slot, the spaces can be offered to Fmcg brands, suppliers and local partners through weekly packages, seasonal campaigns, aisle sponsorships and cross-store promotions. For brands, this means reaching the customer at the point and moment when they make their choice, next to the product.

“The same infrastructure that illuminates the aisle, checkout or department becomes information, guidance and promotion. For the retailer, this means having a new media channel to make the most of, without adding complexity to the space”, adds Giussani.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.