Aarhus is Denmark's second largest city. It has a great university, beautiful surroundings and a thriving startup community. Also Danes are good English speakers.
I think a bunch of HN readers are also interested in software product design. To me, this looks like a nice example of that. They appear to be taking a selection of fairly complicated functionality and packaging it so that non-technical people (architects?) can use it when discussing lighting options with people who they are helping design their houses.