"If you think about it, we cannot sketch lighting," he said. "Designers had to learn how to take their ideas, put them on paper or in the computer and then animate them. Then they had to figure out how to transfer that to an engineer to make the hardware."

Shih said before the XiM23 there was no established process for this.

"We had to develop our own tool chain and find the right simulation software so we could communicate with engineers. We now use this process for production projects and other lighting-related topics," he said.

The way that lighting is being used in architecture or at restaurants to create unique experiences is "inspirational" to Shih.

"We try to bring that into the automotive environment," he said. "Whether it's ADAS functionality or hands-off detection, the lighting helps to communicate these things. We've just scratched the surface when it comes to the potential of lighting in the car."