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Good Lighting for Sales and Presentation 6 Fgl6e 12.04.2002 19:54 Uhr Seite 4 FGL6e 12.04.2002 19:53 Uhr Seite 3 Fördergemeinschaft Gutes Licht Good Lighting for Sales and Presentation 6 FGL6e 12.04.2002 19:54 Uhr Seite 4 Contents Corporate identity 2 The impact of light 3 Signal from a distance: façades 4 Everything under one roof: shopping malls 5 Dynamic lighting for shop windows and salesrooms 6 General lighting The shop window: stage in the street 8 The showcase: eye-catcher for exclusive merchandise 11 Entrance lighting 12 Salesroom lighting General lighting 13 Salesroom lighting Accent lighting 16 Lighting for staircases, pay points and changing cubicles 20 Quality features in light- ing: what it takes to get it right 22 Visual performance Pay point and visual comfort 23 Light colour and colour rendering 24 Attachments and filters 25 Lamps 26 Façade Luminaires 30 Lighting management 32 Ballasts and transformers 33 Emergency and security lighting 34 Acknowledgements for photographs 35 Imprint 36 Information on Lighting Applications: The series of booklets Entrance from Fördergemeinschaft Gutes Licht 37 FGL6e 12.04.2002 19:55 Uhr Seite 1 Emotion – Experience – Success Cosmetics promise beauty, clothes signal lifestyle – even a wholemeal bread roll stands for a philosophy today. Long gone are the days when merchandise Peripheral zone was bought just to meet needs. Shopping today is an emotional activity, a stimulating recreational experience. And lighting helps shape that experience. In a mod- ern retail store, lighting performs a dual function: it helps busy shoppers quickly get their bearings and creates a myriad of Displays inspirational environments packed with ideas for the shopper’s personal lifestyle. Good lighting is more than just something that helps us perform different visual tasks. A harmonious light- ing atmosphere promotes a sense of well-being, makes it easier for staff to serve customers, under- lines corporate identity and contributes significantly to the success of the enter- prise. From full-blown department store to niche-market deli- catessen – flexible lighting Staircase/Lift installations offer a wealth of possibilities for ensuring that merchandise has the Changing Cubicles right visual impact. Lighting adds flair to a presentation. It guides and formulates, dramatises and differenti- ates, emotionalises and personalises. Lighting makes shopping an emotional experience and boosts retail success. Shop Window 1 Fördergemeinschaft Gutes Licht FGL6e 12.04.2002 19:56 Uhr Seite 2 Corporate Identity Technological change and file is needed to make a the Internet are transform- memorable impression. ing the world of retailing. Sales cycles are getting A retailer’s corporate image shorter, the pace of busi- is primarily formed by ness and competition are salesroom and shop win- stepping up. A sharp pro- dow design, product range, presentation and quality of service. And lighting is important for them all. The kind of lighting chosen helps define retail identity and ensure high recogni- tion value. So customised lighting performs more than just a sales-boosting function; it also has a marked impact on corpo- rate design and corporate identity: lighting as an identifier – corporate light- ing - is becoming a major factor of retail success. A crucial competitive edge and lower overheads can be achieved by effectively Making a memorable impression: corporate lighting ensures that brand and company are quickly identified. Corporate Identity and Lighting Viewing light Viewing light Viewing light, display (visual performance) and display light light, decorative light (visual comfort) (visual ambiance) Simple Quality lighting Quality lighting systems, lighting systems, systems, different lighting for effect few lamp types lamps, accent lighting Low-price Merchandisers Merchandisers or merchandisers with quality shop-in-shop outlets product ranges geared to providing a “shopping experience” Open plan Brand products, Product presentation architecture, combined clearly structured as stage. product presentation range Image-oriented and warehousing store architecture e.g. DIY centres, super- e.g. department e.g. fashion stores, markets, shoe and stores, specialist specialty food stores sports goods marts stores, pharmacies Fig. 1 harnessing the sales-pro- and product range, the the market. So it is always motional impact of light more stylish the lighting advisable to consult a light- and ensuring comfortable required (see Fig. 1). How- ing designer, shopfitter and and energy-efficient light- ever, there are no patent interior designer. ing at the design stage. recipes for lighting system design. Solutions are as Generally speaking, the varied as the range of more exclusive the store lamps and luminaires on 1 2 FGL6e 12.04.2002 19:56 Uhr Seite 3 The impact of light I Artificial lighting changes the appearance of interi- ors and merchandise; a successful lighting “pre- sentation” calls for care- ful planning. 3 2 Viewing light Light changes and shapes lighting needs to be signi- our mood. According to ficantly higher than the Richard Kelly – the leg- general lighting level. endary New York stage and architectural lighting Decorative light is a spe- designer of the fifties – cial form of accent lighting light for salesrooms and – an object of attention it- shop windows can be self, not an illuminating divided into three cate- medium. Examples include gories: viewing light, dis- coloured light, moving play light and decorative beams, chasing lights, light. sparkle effects on glass, metal or paintwork and Viewing light is functional gobo spots, which project light, providing uniform decorative silhouettes, lo- background brightness. An gos, advertising material, adequate level of lighting etc. onto a surface. Deco- 4 and good glare limitation rative light provides visual Display light permit good visual perform- stimuli and creates a lively ance, make displays and ambience. surroundings visible and facilitate orientation. Aside from lighting quality requirements, important Display light is promotion- lighting design parameters al light. Used to highlight are light colour and colour presentations and individ- rendering properties of ual areas of the store, it lamps, luminance, lumi- directs the eye of the ob- naire design and visually server and picks out spe- effective use of light and cific product features – shade. colour, shape, surface I Our eyes capture structure – e.g. in the fo- around 80 percent of cused beams of spots or all the information we downlights. To ensure that receive. the resulting islands of I Lighting should be light develop their full im- designed for emotional 5 pact, the level of accent appeal. Decorative light 3 Fördergemeinschaft Gutes Licht FGL6e 12.04.2002 19:58 Uhr Seite 4 Signal from a distance: façades 6 7 During the day, the visual roundings, the greater their So too is a floodlit compa- impact of a building is de- power of attraction. ny name on building or fined by daylight and archi- car-park signs, which has tecture; at night, it is mod- Illuminated sign advertising high recognition value and elled by artificial lighting. complements the long- introduces the observer to Light sends out long-range range impact of façades the retailer’s corporate signals: bright shop win- and shop windows, con- identity. Fibre-optic or LED dows have an allure from veying key information lighting systems are well- a distance, eye-catching from a distance. A clearly suited to this kind of light- illuminated façades invite visible aesculapian staff ing (see Page 12). passers-by to browse and outside a pharmacy, for shop. The more their high example, or an illuminated illuminance makes them brand logo are effective stand out from their sur- orientation aids. 9 8 4 FGL6e 12.04.2002 19:58 Uhr Seite 5 Everything under one roof: shopping malls Shopping malls have been A variety of optical control on the advance worldwide systems are available for since the 1990s. A symbol directing daylight indoors of contemporary consumer and compensating for culture, they unite a diverse changes in the direction, range of merchandise, ser- intensity and spectral com- vices and entertainment position of daylight. They under one roof. work with specular reflec- tors, shields, baffles, enclo- Ensuring a stimulating at- sures, foils, louvers, prisms mosphere calls for intelli- or grids, either mounted in gent lighting control. In the rigid arrangements or auto- inward-directed architectur- mated to track the sun and al context of a shopping double as sunscreens. 10 mall, this means optimally Artificial lighting is needed harnessing and filtering the in shopping malls even on little daylight that enters the a bright day. It provides complex and using artificial guidance for shoppers, lighting to create an air of makes communication tranquillity and harmony routes and stairs safe, sets coupled with dynamism the scene for store win- and excitement. dows and showcases and 11 prevents “black holes” on dull days and at dusk. For wide galleries and commu- nication routes, an attrac- tive combination of indirect and direct lighting is rec- ommended. Around 400 lux is an adequate lighting level. 5 12 FGL6e 12.04.2002 19:59 Uhr Seite 6 An effective product pre- sentation makes for retail success. It underlines the quality of the merchandise, shapes its image, gener- ates positive emotions. These marketing messages can be conveyed particu- larly well by lighting. Spe- cial effects direct shoppers’ attention and arouse their interest. Modern lighting technology has added a new dimen- sion to the lively dialogue between lighting and mer- chandise: motion. Dynamic lighting productions banish monotony from shop win- dows and add a note of vitality to salesrooms. Electronic lighting control systems permit modifica- tion of a product’s visual impact on the observer: changing colours and spotlight beams vary the lighting atmosphere and set a constant stream of new accents. Computerised systems permit spots and luminaires to be individual- ly controlled on different electrical circuits. Any pos- sible combination, any lighting solution can thus be programmed and acti- vated to run in the required sequence at a definable speed between definable starting and stopping times.
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