Clad in light, a shopping center’s architecture can become the talk of the town! It is a well-known fact that light always attracts crowds. What’s more, when used theatrically, its power of seduction increases significantly. These are the findings of the experts from the Luci Association after studying the economic and cultural benefits of light-based festivals. At a time when shopping centers are upping their game to compete with online sales, the use of new technology, such as interactive platforms, the internet, and smartphones can attract crowds.