An example of an intelligent lighting device or system is configured to control one or more parameters of light output, such as intensity, shape or distribution, color characteristics and position or orientation of light output (e.g. via a motorized luminaire control). The device or system may have other controllable output capability, e.g. display projection or audio. Sensors or other input devices are responsive to the user. Responsive to user input, the device or system, controls its light and any other output capabilities so as to present a defined persona to the user or other occupant(s) of a space illuminated by the intelligent lighting device or system.