A floor display system, including a floor covering, an electronic display device associated with the floor covering, wherein the electronic display device is configurable to display electronically modifiable arbitrary content, a controller, and a sensing device coupled to the controller, wherein the brightness of an image displayed by the electronic display device is capable of being varied based on information received by the controller from the sensing device. The sensing device may include a proximity detector. The electronic display device may include a plurality of separate panels.