64|A FONDO “The street” is a battle ground where each store competes with its neighbors and “light” is one of their principal weapons. of all those objectives, even more so when you consider that “the street” is a battle ground where each store competes with its neighbors and “light” is one of their principal weapons. We continue our commercial frenzy and we find ourselves with a bag in our hands that reads: “We are open 24 hours at www...com”. What? Now we are faced with a second paradigm. E.commerce vs. shopping tourism The latest numbers on the volume of sales related to tourism are shocking. What is going on? Do we travel to shop when we can do it 24 hours from the comfort of our homes? It is obvious that from the point of view of lighting design and the lighting business, there is not much that we can bet on e.commerce What can we design? What can we sell? What can we install? Is it our enemy? To be sure, the retailer has multiple options and digital commerce can add