We describe the design, operation, and first results of a photometric calibration project, called DICE (Direct Illumination Calibration Experiment), aiming at achieving precise instrumental calibration of optical telescopes. The heart of DICE is an illumination device composed of 24 narrow-spectrum, high-intensity, light-emitting diodes (LED) chosen to cover the ultraviolet-to-near-infrared spectral range. It implements a point-like source placed at a finite distance from the telescope entrance pupil, yielding a flat field illumination that covers the entire field of view of the imager. The purpose of this system is to perform a lightweight routine monitoring of the imager passbands with a precision better than 5 per-mil on the relative passband normalisations and about 3{Å} on the filter cutoff positions. The light source is calibrated on a spectrophotometric bench. As our fundamental metrology standard, we use a photodiode calibrated at NIST. The radiant intensity of each beam is mapped, and spectra are measured for each LED. All measurements are conducted at temperatures ranging from 0{\deg}C to 25{\deg}C in order to study the temperature dependence of the system. The photometric and spectroscopic measurements are combined into a model that predicts the spectral intensity of the source as a function of temperature. We find that the calibration beams are stable at the $10^{-4}$ level -- after taking the slight temperature dependence of the LED emission properties into account. We show that the spectral intensity of the source can be characterised with a precision of 3{Å} in wavelength. In flux, we reach an accuracy of about 0.2-0.5% depending on how we understand the off-diagonal terms of the error budget affecting the calibration of the NIST photodiode. With a routine 60-mn calibration program, the apparatus is able to constrain the passbands at the targeted precision levels. ; Comment: 25 pages, 27 figures, accepted for publication in A&A