Abstract: A display system for display of an item includes a display case into which the item may be placed, a digital video display system, and a lighting system which may be interactive with the video display system to provide an animated, photo-realistic and dynamic background for items being showcased and/or photographed. In certain embodiments, the display case includes a back wall incorporating an output video screen configured to display custom video content of the user's choosing via the digital video display system, the custom videos providing a backdrop for the item being displayed, wherein the lighting system is configured to change color and/or intensity in sync with the color of the changing images produced on the video output screen.