The present study deals with the potential reduction of energy consumption for the lighting of shop window displays, which is a highly energy-consuming sector. Light has the power of attracting people´s attention, which is one of the goals of the trading and selling activity and very high illuminance levels are usually recommended. In the Mediterranean areas, where daytime lasts for many hours, commercial activity takes place mainly under sunshine conditions and shop windows frequently fail to fulfil their main corporative goal, namely the unobstructed observation of the products exhibited. The necessary increase of artificial lighting illuminance levels to accent interior light conditions, due to extremely high-luminance urban surroundings, leads to an important increase of energy consumption, as a common solution. Nevertheless, the results are generally very poor, because reflections and other kinds of visual problems still defy solution and the final result is an economic and energy waste during daytime, especially in low latitude countries. The present study evaluates the visual and energetic benefits of an innovative passive design that obstructs solar rays and redirects them into the interior of the shop window scene. A scale model of this new design confirms the visual benefits produced by its use, via the different luminance maps tested. This new lighting passive system results in a very simple, effective and low cost solution. The most important fact is that high illuminance levels are achieved and, simultaneously, there is important energy reduction, taking advantage of natural light instead of competing with sun power.