I first explored lasers solution, but seems like all options are just too big, complicated, expensive and regulated(only 5mW lasers can be used around people).
Then started looking into options of using cheap light torches with some custom mirrors. And that's where I discovered that software for simulating light, mirrors and lenses starts from 5000$ per license. Some tools posted here (including OP link) are interesting, but still I have no idea if it's even possible to do what I'm trying to do.
One close reference I found in this fantastic video on designing custom mirrors: https://www.youtube.com/watch?v=FzemhuI1knQ
Author also discovered the crazy prices of optics software and went with Blender + LuxRender.
If anyone have suggestions on how to find the solution for what I need, I'd appreciate that.