Whether it is coaxing people out at night to socialise or showing off city landmarks, engineers say advances in lighting technology can switch Auckland's mood from gloom to boom.
Philips Electronics says in a submission to the draft Auckland Plan that lighting can dramatically improve the quality of urban living.
The international company's senior vice-president for emerging markets, Olivier Piccolin, said modern lighting lifted shared public spaces, made people feel safer and used electricity more efficiently.
Referring to company projects, Mr Piccolin said the Auckland Museum's 80th birthday present - an array of changeable LED coloured lights - was an example of lighting up landmarks to celebrate a city's identity.
The company also lit Newmarket Station, the Sky Tower and, at Eden Park, provided the floodlights and the LED facade on the new South Stand.