The last time I’ve been to Paris I visited a department store to track new products trends. I walked the alleys at a fast pace which is not the best way to actually be able to see something but at least my eyes were attracted by a Chanel booth where sunglasses were well displayed.
You may have already been in an eyeglasses store where the walls are covered with tons of models. The Chanel booth offered a totally different experience with back-lighted white display areas where products were arranged. Notice on the picture the contrast created between the classic black luxury-tainted color and the more trendy white background.
Interestingly the whole booth was based on this Ying-Yang contrast. It certainly didn’t go as far as Apple in creating a “luminous” example but I found it interesting enough to report.

My take:
When everybody is following the same codes and schemes, break them and create your own new experience.