Methods and apparatus for providing illumination in a marketplace. In one example, radiation comprising variable color light is generated using a plurality of LEDs. One or more articles in the marketplace are illuminated with the generated radiation, and the spectral content of the generated radiation is controllably varied over a period of time so that a customer of the marketplace perceives a change in color and/or an illusion of motion associated with the article(s) due to a selective color interaction between the generated radiation and the article(s). Examples of marketplaces include, but are not limited to, consumer environments, work environments, sporting environments, entertainment environments, retail establishments, restaurants, museums, art galleries and the like.