They use a system of lamps that project arrows onto the floor to indicate the customers the way they should follow in order to visit the whole store. This system is very flexible, so if the way changes it's only a matter of readjusting the light and there is no need to print all the arrows again.
On the other hand, it is not a waste of energy, as many of the wall signage has lights to be seen in the darkness or interiors.
In terms of visibility, it was very easy to find the next arrow despite the store was quite crowdy. The way the arrow dances around the body of the person who is passing below it calls the attention to where it is eventually going to be shown: the floor. And you are going to find it just in front of you, so it is very hard to miss.
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