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Pilot live: PENNY Austria

In collaboration with REWE Group Austria and PENNY, we launched our first New Retail pilot at speed.

The challenge
Retail is complex. Customers arrive with changing needs, changing moods, changing missions. Classic retail media often interrupts. New Retail integrates.

How it works
Our software-and-camera setup processes anonymous environmental and situational cues in real time. Always GDPR-compliant by design.

What shoppers experience
A welcome that feels relevant, not salesy.
Content that meets the moment: needs first.
An atmosphere that makes the store feel easier to navigate and simply better to be in.

What PENNY got
• A system with more degrees of freedom than classic retail media
• An ecosystem advantage: competitors can buy screens. They can’t easily copy a tuned, experience engine
• Central control with local flexibility: HQ sets brand guardrails, stores adapt to local context (time-of-day, shopper mission, visitor patterns)
• Future-proof infrastructure: one system that scales across touchpoints

Retail is evolving. And it has to. The PENNY Austria pilot demonstrates what’s possible.
Let’s create experiences your customers will feel, remember and return for.

Retail is being transformed!

Retail is complex.
Customers expect experiences that feel relevant, individual and effortless. But how can retailers respond intelligently to these expectations – without direct input?

New Retail creates the conditions for this.
Using contextual data, responsive lighting and content, retailers can align communication and space design more precisely with the situation.

Imagine this:
Lighting concepts that subtly support orientation. Digital displays that adapt messages to the environment – based on tested principles from neuroscience and behavioral research.
And all this embedded in a system that works reliably in the background – for smoother journeys and better customer experiences.

A pioneering collaboration rethinks retail.
Zumtobel, 4Dmagic and Kochstrasse are working together to develop a new retail framework that connects lighting design, digital media and psychological insight into a cohesive in-store experience. The aim: to support orientation, relevance and customer satisfaction in environments using adaptive systems.

Retail is evolving. And it has to.
Changing habits, convenience, and digital expectations have transformed how, when and why people shop. To respond, retail must offer spaces that are intuitive, meaningful and enjoyable.

New Retail is an approach – not an intervention.
It uses contextual information like time of day, store location or general demographic trends (e.g. product zones) to adapt content and lighting scenographies. No personal data is stored. What emerges is a flexible, non-intrusive atmosphere that improves orientation and message clarity.

Technology meets transparency.
Any environmental cues (e.g. lighting temperature, content loops) are managed in real time via sensor systems and pre-defined rules – always anonymised and GDPR-compliant.

Example scenario:
A visitor enters a store on a rainy evening. Based on general context (weather, time, product zone), the display in the entrance area highlights wellness and recovery-themed items. The system doesn’t know who the visitor is – but it supports the situation with a fitting tone.

Get in Touch

"New Retail starts in the brain, not at the checkout."

The advantages

Increased shopping cart

GDPR compliant

Optimized worlds of experience

Real-time dynamics

Simplicity from complexity

“New Retail” expert collaboration with Zumtobel, 4DMagic and Kochstrasse – from left to right: Nils Drosin and Manfred Volke, Managing Directors of 4Dmagic – Roland Gowick, Head of Global Key Account Retail at Zumtobel – Markus Kreykenbohm and Gesa Lischka, Managing Directors of Kochstrasse
  • Nils
    Drosin
  • Manfred
    Volke
  • Roland
    Gowick
  • Markus
    Kreykenbohm
  • Gesa
    Lischka

About Zumtobel

Our passion is to create quality lighting solutions that deliver total perfection. We are driven by a conviction that the right kind of light can create the right atmosphere in a building at any time of day or night. When tailored to people’s individual needs, light becomes something of an experience. We are always exploring new ways to come up with inimitable and timeless designs and are inspired by a unique creative ambition. When working on the lighting of tomorrow, we are driven by our innovative corporate philosophy of continuously improving the aesthetics of light. With passion, a sense of beauty and a forward-looking approach, we are constantly seeking to use light to help improve people’s quality of life. The Zumtobel brand is part of Zumtobel Group AG, based in Dornbirn in the Vorarlberg region of Austria. Read more here:

About 4D Magic

4Dmagic is an internationally operating full-service technology company based in Hanover. Together with our partners, we develop integrated hardware and software solutions with an unconditional focus on effectiveness and results. Through our international software development team and our own 4DCast Entersalement® platform, we deliver AI-based, targeted, consumer-relevant scenarios on displays installed and monitored by us. We call it Entersalement. Read more here: 

About Kochstrasse

Kochstrasse™ is an independent creative and neurostrategy agency with more than 70 colleagues based in Hanover, Germany, working internationally with clients from the US to New Zealand since 1995. Our neuromarketing expertise powers all our work, from business and brand strategy to creative development and execution. Our work has been recognised with numerous creative awards as well as the Life Science Awards Neuromarketing Specialist of the Year 2023 (Western Europe).
Don’t follow us on LinkedIn!
“True innovation in retail technology is invisible to the shopper – but measurable in every interaction. With New Retail, we’ve built a unified infrastructure that connects light, data and content into one intelligent system, reacting in real time to human behavior and context.” Manfred Volke, Owner and Managing Director of 4Dmagic
“New Retail enables technology that remains discreet in the customer experience – but supports measurable improvements in how content, lighting and data interact. We’ve built a unified system that adapts flexibly to contextual input.”
Manfred Volke
Owner and Managing Director
4Dmagic
“New Retail speaks the language of the brain – not just the brand. By tapping into emotion, perception and unconscious triggers, we turn every physical space into an experience engine that makes customers feel, connect and act. Creativity becomes chemistry. We’re not designing ads – we’re designing impulses.” Markus Kreykenbohm, Owner and Chief Creative Officer at Kochstrasse
“With New Retail, we design environments that speak to human perception – not just brand logic. By working with proven psychological principles, we create spaces that foster orientation, attention and emotional resonance.”
Markus Kreykenbohm
Owner and Chief Creative Officer
Kochstrasse
“New Retail is not just a trend – it is a paradigm shift. We create a seamless, needs-based experience along the customer journey, from the shop window to the checkout and back to the sofa. We draw on neuroscientific findings and multisensory elements to create individualised digital spatial experiences – from light to images, videos and messages that respond to each customer’s personal needs and work on a subconscious level.” Gesa Lischka, Owner and Chief Strategy Officer at Kochstrasse
“New Retail marks a shift in how physical spaces can support customer needs. We use multisensory design and neuroscience-informed frameworks to create environments that feel intuitive and engaging.”
Gesa Lischka
Owner and Chief Strategy Officer
Kochstrasse
“With New Retail, we combine intelligent AI technology and neuropsychological insights with our lighting expertise to create personalised and engaging content that responds to individual customer needs in real time. For customers, this leads to an increased dopamine release in the brain, while for retailers, it leads to an increase in products found in shopping baskets.” Roland Gowick, Head of Global Key Account Retail at Zumtobel
“We combine AI-supported systems, psychological insight and lighting expertise to enhance the quality of retail experiences. Our approach helps align environmental cues with customer expectations.”
Roland Gowick
Head of Global Key Account Retail
Zumtobel
“We have recognised that the future of retail does not lie in isolated systems, but in the integration of all components that communicate with each other and learn from each other. With our collaboration and the solution we have developed, the entire purchasing process is dynamically tailored to the individual needs of customers.” Nils Drosin, Owner and Managing Director of 4Dmagic
“We have recognised that the future of retail does not lie in isolated systems, but in the integration of all components that communicate with each other and learn from each other. With our collaboration and the solution we have developed, the entire purchasing process is dynamically tailored to the individual needs of customers.”
Nils Drosin
Owner and Managing Director
4Dmagic

New Retail starts NOW! © since April 2025 by Zumtobel, 4Dmagic & Kochstrasse™