Methods and apparatus f or electrically controlling a Iuminaire to alter it s appearance and illumination effects are disclosed. A luminaire (100) having a multiplexing controller controlling one or more LED light sources (110) and one or more electrically switchable optical elements (150). The light sources are switched between at least two illumination states and the optical elements are switched between at least two optical states during an illumination period. The switching sequence is fast enough not to be detected by an observer. As a result the lighting module or luminaire is perceived to have a substantially continuous light output. The multiplexing controller rapidly time sequences the states of light sources and switchable surfaces to produce visual changes to the luminaire and/or objects illuminated by the luminaire.