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
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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
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The impact of light