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Lighting technique used in retail store

by Glenna McElhaney (2019-09-02)

led lightLighting technique used in retail store
3. INTRODUCTION • Lighting is a critical factor in creating a unique shopping environment: • one that attracts customers and pulls them in, creates a store personality while reflecting brand and identity. • Successful retail lighting does not come in a one-size-fits-all package; it is a strategic blend of color, contrast, control, and energy efficiency. • More than application knowledge and experience, it requires proper application and lighting techniques utilizing the latest lamp and luminaire technology. • A customer that is excited about their shopping experience will stay longer, spend more money, and not only be more likely to return, but enjoy coming back. • The quantity and quality of illumination, the impression it creates about the merchandise and the effect it has on the retail area’s appearance are all factors in a successful lighting design. Fig: 1.0 Fig: 1.1 Source: 3
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4. LAYERS OF LIGHT • There are four layers of light typically used in retail lighting: general (also called ambient) lighting, task lighting, accent lighting, and decorative lighting. Combining and balancing these lighting types gives visual interest to the space and creates a more attractive, exiting and inviting environment. • GENERAL LIGHTING • ACCENT LIGHTING • TASK LIGHTING • DECORATIVE LIGHTING • GENERAL LIGHTING: General lighting is the main source of illumination in a space. • This uniform, base level of lighting can easily become the focus of energy reduction, as the light levels from other fixtures can be lowered, especially when using LED and CMH lamp sources. • With minimal illumination of the merchandise, general lighting allows the staff to perform daily tasks such as cleaning and re-stocking, as well as customer circulation throughout the space. 4
5. • Diffused general lighting ensures a sense of well-being, which makes customers feel comfortable and more likely to stay longer in the store. • A simple way to achieve this is by arranging recessed fixtures using reflectors, baffles, and lensed trims in overlapping positions. • Vertical brightness influences the customers’ impression of the store by making orientation easier, helping to define merchandising spaces Fig: 1.2 Example of general lighting Uniform distribution of light inside the store to work and function .i.e., General Lighting. 5
6. Accent Lighting • Accent lighting creates a dramatic emphasis on merchandise using a focused, or point, light source or sources. • It adds depth, contrast and creates a focal point for merchandise to be displayed; it highlights shape, texture, finish and color of merchandise, drawing customers to it. • The key is to make this illumination more precise and of higher intensity than the surrounding ambient light. Fig: 1.3 in this image the footwear is focused using down lighting. Fig: 1.3 in this image the mannequin is focused using lighting. Source: 6
7. • Further division of accent lighitng: • Key or hard accent lighting - Hard accent light is used to create shadows and determine contrast, focal point and approach. Special care is needed to avoid distracting reflections, especially in glass and signage Here the wall is focal point and the lighting is working in reflecting the focal point Fig: 1.4 here the wall is focused using light. • Fill lighting - Softer, wider distribution of light is angled to soften shadows were needed Fig: 1.5 here the edges of the shelf's are lighted up and the shadows are angled to give a dramatic view. Source: 7
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8. • Highlighting - Wide accent is used to reveal shape and texture in products Fig: 1.6 here the sandals are highlighted through small light these light are called highlighting lights. • Backlighting- Lighting from behind accentuates size and shape Fig: 1.7 here the shape of shoes is being reflected by providing light from back light source. Source: 8
9. Fig: 1.7 here the shape of the mannequin is reflected by up lighting source . • Up lighting- Lighting from below creates unnatural, ghost like shadows and should be used selectively – where the most dramatic effect is needed, such as store front window to displays or to create a transition between departments. Fig: 1.8 more examples of accent lighting Source: 9
10. TASK LIGHTING • Task lighting is used to illuminate an area for a specific task; providing a focused, localized, and higher level of illumination. Necessary to the functioning of a space, it is important to use energy efficient sources to reduce operating costs. • Task lighting is most effective when used as a supplement to general lighting in workspaces, conference areas and on counter tops. Effective task lighting should eliminate shadows on the specific illuminated area, while preventing glare from the lamp or off surfaces. Fig: 1.7 Task lighting used for counters Fig: 1.7 Task lighting used for specific product. Source: 10
11. DECORATIVE LIGHTING • Decorative lighting serves a dual purpose: not only to contribute to the lighting layers in a retail environment, but also to enhance the look of the space as a design element. • Decorative lighting includes pendants, sconces, chandeliers, table and floor lamps, and cylinders. Fig1.8 pendent lights Fig1.8 sconces lights Fig1.8 chandeliers lights Fig1.8 floor lamps. • Decorative lighting should complement and add visual interest to the interior, as well as provide or contribute to the overall lighting plan. • Decorative lighting may function as general or accent lighting in a retail environment, but it is most often selected to enhance the look of a space. • By adding decor, beauty and style, decorative lighting is also an important communicator of a store’s brand image. Source: 11
12. Examples of decorative lighting. Fig1.9 ceiling decorative lights Fig2.0 use of chandeliers lights Fig2.1 use of pendent lights Fig2.1 use of decorative lighting for store’s brand image Source: 12
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13. WINDOW LIGHTING • Every retailer is competing for the customer’s attention; the retail window is an opportunity to stand out. • It should be a powerful attraction, providing a link between the passers-by and the merchandise within the store. • Attract customers with drama; engage the passer-by with intense white light using uniform saturated illumination, direct accent lighting to highlight and to define the merchandise, create stopping power that will make consumers want to come inside and invest themselves in the sales experience. Fig2.2 colourful window lighting. Fig2.3 window lighting using mannequin. Source: 13
14. SHELF, CASE & COUNTER LIGHTING • The most common way to light these spaces is to use small sources – such as LED tape light – close to the display objects, but hidden from view. • IL luminance levels should be 3-5 times higher than the surrounding ambient light, highlighting merchandise for easy evaluation by the customer. • The light source colour must be chosen carefully as to not distort, damage or alter the look of the merchandise being displayed. • Lower level shelves go relatively unnoticed, but by targeting accent lighting and/or backlighting on the lower third of shelves, customers linger longer, encouraging sales. Fig2.4 shelf lighting Fig2.5 case lighting Fig2.6 counter lighting Source: 14
15. The 4 Primary Types of Light Bulbs • 1. Incandescent • Incandescent lights produce light when an electric current passes through a filament, causing it to glow. Incandescent lights are generally the cheapest but also the most inefficient kind of lighting. Their short lifespan and high energy usage have pretty much made them obsolete for general retail lighting applications. • 2. Halogen • Halogen light bulbs are a more modern version of the incandescent light, often used for focused lighting needs (checkout area, display lighting, etc). Although they are less efficient than fluorescent and LED lighting, Halogen’s can be a viable option for some specific applications Fig2.4 . Incandescent lamp Fig2.5 . Halogen lamp Source: 15
16. • 3. Fluorescent /CFL • Medium cost and fairly good efficiency Fluorescent lighting is a pretty standard choice for general lighting, because they are cost effective, last longer than incandescent, and are more energy efficient. Tube bulbs are the most common. CFL’s are an updated version of the fluorescent light that are even more energy efficient and longer lasting. • 4. LED • Most expensive, longest lasting, most efficient LED bulbs are the most efficient and longest lasting light source, which is why more and more retail stores are moving to LED’s for the majority of their lighting applications. For some applications, like spot specific lighting, halogen bulbs may still provide a little truer light. Fig2.4 . Fluorescent lamp Fig2.4 . LED lamp Source: 16
17. CASE STUDY City, Country Al Rayyan, Qatar Opening 2016 Branch Fashion Lighting designer Ansorg Architect Nike Global Lighting technology LED LIGHTING TECHNIQUES USED IN THE RETAIL SHOP. 17
18. IMAGES TO EXPLAIN THE TECHNIQUES USED IN THIS RETAIL SHOP Fig 2.5 (VIEW 1) this image shows the task light which is coming from the ceiling to provide focus on the garments kept on shelf. Fig 2.6 (VIEW 2) this image depicts the focus provided to the mannequin through top light to provide shape and texture of the garment. Source: 18
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19. Fig 2.7 (VIEW3) in this image different types of lights are used to emphasize the products and also provide focus to the whole surroundings. Use of pendent lights Use of track lighting Use of Key or hard accent lighting Use of top lighting Source: 19
20. Decorative lighting Highlighting CASE/RACK lighting Fig 2.8 (VIEW4) another view of the retail shop. Source: 20
21. COUNTER LIGHTING CASE LIGHTING TASK LIGHTING Fig 2.9 (VIEW5) another view of the retail shop. Source: 21
22. SUMMARY • From the above case study I concluded that lighting is very important factor in a retail store because it attracts the customers and increase the look of the product. • In the Nike store there was different types of lighting but the most common was task lighting because the product should have focus on it so it can attract customers. • The light techniques used were: • TASK LIGHTING • TOP LIGHTING • DEOCRATIVE LIGHTING • TRACK LIGHTING • COUNTER LIGHTING • CASE LIGHTING • HIGHLIGHTING • PENDENT LIGHTING • HARD ACCENT LIGHTING.