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Pics courtesy of Morrison & Spottiswood; lighting - Happold Lighting
how to move from one place to another and how to make a quick escape once they have made their purchase. Lighting treatments can be applied to subtly or dramatically highlight these very important elements. Many different lighting techniques can be applied to emphasise key products. Merchandise and set-piece displays Products can be highlighted by varying the colour, intensity or direction of light to create notable contrasts that attracts our attention. By using a combination of different lighting types – such as accent, display, fill and dec- orative lighting layers, some really positive retail spaces can be created. Lighting can be used to create desire by providing contrast and highlighting prom- inent displays to reinforce a particular product or collection of complimentary products. Scenes can be created to lead people from one area or display to another, creating fea- tures and focal points, lighting the threshold and then something beyond to lead people through and create a journey, or visitor experience to showcase a particular season, range or collection of items. The placement, focus and lit appearance of items can make some appear more desir- able than others – providing a balance of accent and contrast to guide customers towards more of the offers or higher value items. By using light sources with excellent colour rendering properties and through careful selection of the colour temperatures used, we can enhance the natural colour tones of merchandise. Allowing the customer to explore the products, colours, textures and materials in their most favourable forms. Fortunately, most responsible retailers are no longer making their displays brighter and brighter, by continually increasing the quantity of light in order to attract the cus- tomers attention. This has been influenced by the more onerous energy use legislations and also by rising energy prices which are driving the retail sector towards more efficient light sources. Retailers are now finding more sophisticated ways to bring at- tention to their products that don’t require lots of energy in order to get the customers’ attention. Changing rooms and waiting areas Lighting in these areas should be flattering to the human form, providing excellent colour rendition, avoiding strong shadows or co- lours, to help create a positive experience that can positively influence the customers decision to purchase. Sales counter / service desk Lighting treatments can provide a visual distraction for waiting customers, promote impulse
purchases and must deliver good quality task lighting for the local staff. Lighting controls This is also very import- ant to the retail environment as modern control systems can be technologically advanced but very simple to use. With a degree of automation, controls can be programmed to vary the lighting scenes to ensure that the appearance is appropriate for the time of day, application and desired effect. The retailer should be able to engage sever- al different layers of light, independently or collectively, and vary the colour/intensity/ direction of light to suit the time of day, season or available daylight. The lighting could also be varied to suit occupancy, proximity to a certain display piece or control zone - such that a dynamic feature or sequence is engaged. Dynamic elements can be programmed to change instantly or over a defined period of time. Flexibility is recommended, so lighting can be tailored to suit retail trends, season- al displays and pop-up events. A simple interface should be provided to allow the retailer to adapt their lighting to suit each new collection or display. Different parts of the shopping experience can be divided into different control zones, such that each can be tailored exactly to suit the desired appearance at any time, ensuring that the local lit effect is appropri- ate and not over stimulating. A selected palette of lighting equipment and common lighting control system can assist with brand identity, allowing the re- tailers to provide consistency in appearance across several stores. Creating program- mable lighting which can be optimised and used to showcase products across all stores.
LIGHTING EQUIPMENT To create a high quality retail experience equipment should be carefully selected to showcase the retail venue, the merchandise and to prevent unwanted visual effects or distractions. The functionality, location, orientation, scale, appearance and visibility of any lumi- naires should be appropriate to the task and physical location. Luminaires should be positioned and aimed to avoid unflattering shadows or glare, that could detract from the retail experience. Traditionally retail lighting consisted of halogen, fluorescent and metal halide lamp luminaires. LED lighting systems have also been used for many years in retail, but mainly for decorative and accent lighting. However, with the continuing improvements in quality, output and system lifetime, LED technology has now evolved to such
Opposite The lighting at the Hugo Boss concession in Harrods T5 creates desire by providing contrast and highlighting prominent displays; the façade at Princes Square, Glasgow creates the wow factor helping to draw customers in; controls can be programmed to vary the lighting scenes to ensure that the appearance is appropriate for the time of day, application and desired effect. Above Dynamic lighting at Princes Square creates a feeling of excitement for the customer as they enter the shopping centre increasing the likelihood of spending more.
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