H06_ENGL

Fördergemeinschaft Gutes Licht

Good Lighting for Sales

Corporate identity 2The impact of light 3Signal from a distance:

Everything under oneroof: shopping malls 5Dynamic lighting

for shop windows

The shop window:

stage in the street 8The showcase:

eye-catcher for

exclusive merchandise 11Entrance lighting 12Salesroom lightingGeneral lighting 13Salesroom lighting

Lighting for staircases,pay points and

changing cubicles 20Quality features in light- ing: what it takes

to get it right 22Visual performanceand visual comfort 23Light colour and

colour rendering 24Attachments and filters 25

Lighting management 32Ballasts and

Emergency and

security lighting 34Acknowledgementsfor photographs 35

Information on Lighting Applications: The seriesof booklets from

Emotion – Experience – Success

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 inspirational environments packed with ideas for the shopper’s personal lifestyle.Good lighting is more thanjust something that helps us perform different visual tasks A harmonious light- ing atmosphere promotesa 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 departmentstore to niche-market deli- catessen – flexible lighting installations offer a wealthof possibilities for ensuring that merchandise has the right visual impact Lightingadds flair to a presentation It guides and formulates, dramatises and differenti- ates, emotionalises and personalises.

Corporate Identity

Technological change andthe Internet are transform-ing the world of retailing Sales cycles are getting shorter, the pace of busi- ness and competition are stepping up A sharp pro-

file is needed to make amemorable impression.A retailer’s corporate imageis primarily formed by salesroom and shop win- dow design, product range,presentation and qualityof service And lighting is important for them all Thekind of lighting chosen helps define retail identityand ensure high recogni- tion value So customised lighting performs more than just a sales-boostingfunction; it also has a marked impact on corpo- rate design and corporateidentity: lighting as an identifier – corporate light-ing - is becoming a majorfactor of retail success A crucial competitive edge and lower overheads can be achieved by effectively

Making a memorable impression: corporate lighting ensuresthat brand and company are quickly identified.

Corporate Identity and Lighting

Viewing light(visual performance)

Simple lightingsystems, few

lamp typesLow-pricemerchandisers

Viewing light anddisplay light(visual comfort)

Quality lightingsystems, different

lamps, accentlightingMerchandisers

with qualityproduct ranges

Viewing light, displaylight, decorative light(visual ambiance)Quality lighting systems,

lighting for effect

Merchandisers or in-shop outlets geared

shop-to providing a“shopping experience”Open plan architecture,

combined productpresentation andwarehousinge.g DIY centres, super-

markets, shoe andsports goods marts

Brand products,clearly structured

rangee.g departmentstores, specialiststores, pharmacies

Product presentationas stage.Image-orientedstore architecturee.g fashion stores,specialty food stores

Fig 1

harnessing the motional impact of light and ensuring comfortableand energy-efficient light- ing at the design stage.Generally speaking, the more exclusive the store

and product range, the more stylish the lighting required (see Fig 1) How- ever, there are no patent recipes for lighting system design Solutions are as varied as the rangeof lamps and luminaires on

the market So it is always advisable to consult a light-ing designer, shopfitter and interior designer.

The impact of light

■ Artificial lighting changesthe appearance of interi- ors and merchandise; a successful lighting “pre- sentation” calls for care- ful planning.

Light changes and shapes our mood According to Richard Kelly – the leg- endary New York stage and architectural lighting designer of the fifties – light for salesrooms and shop windows can be divided into three cate- gories: viewing light, dis- play light and decorative light.

Viewing light is functional light, providing uniform background brightness An adequate level of lighting and good glare limitation permit good visual perform-ance, make displays and surroundings visible and facilitate orientation.Display light is promotion-al light Used to highlight presentations and individ- ual areas of the store, it directs the eye of the ob- server and picks out spe- cific product features – colour, shape, surface structure – e.g in the fo- cused beams of spots or downlights To ensure that the resulting islands oflight develop their full im-pact, the level of accent

lighting needs to be ficantly higher than the general lighting level.Decorative light is a spe- cial form of accent lighting– an object of attention it- self, not an illuminating medium Examples includecoloured light, moving beams, chasing lights, sparkle effects on glass, metal or paintwork and gobo spots, which project decorative silhouettes, lo- gos, advertising material, etc onto a surface Deco- rative light provides visual stimuli and creates a lively ambience.

signi-Aside from lighting qualityrequirements, important lighting design parametersare light colour and colourrendering properties of lamps, luminance, lumi- naire design and visually effective use of light and shade.

■ Our eyes capture around 80 percent ofall the information wereceive.

■ Lighting should be designed for emotionalappeal.

Display light

Decorative light

Signal from a distance: façades

During the day, the visual impact of a building is de- fined by daylight and archi-tecture; at night, it is mod- elled by artificial lighting Light sends out long-rangesignals: bright shop win- dows have an allure froma distance, eye-catching illuminated façades invite passers-by to browse andshop The more their highilluminance makes them stand out from their sur-

roundings, the greater theirpower of attraction.Illuminated sign advertising complements the long- range impact of façades and shop windows, con- veying key informationfrom a distance A clearly visible aesculapian staff outside a pharmacy, for example, or an illuminatedbrand logo are effective orientation aids.

So too is a floodlit ny name on building orcar-park signs, which has high recognition value andintroduces the observer to the retailer’s corporate identity Fibre-optic or LED lighting systems are well- suited to this kind of light-

compa-ing (see Page 12).

8

Everything under one roof: shopping malls

Shopping malls have beenon the advance worldwide since the 1990s A symbol of contemporary consumer culture, they unite a diverse range of merchandise, ser- vices and entertainment under one roof.

Ensuring a stimulating at- mosphere calls for intelli- gent lighting control In the inward-directed architectur- al context of a shopping

mall, this means optimally harnessing and filtering the little daylight that enters thecomplex and using artificial lighting to create an air of tranquillity and harmony coupled with dynamismand excitement.

A variety of optical control systems are available for directing daylight indoors and compensating for changes in the direction, intensity and spectral com- position of daylight They work with specular reflec- tors, shields, baffles, enclo- sures, foils, louvers, prisms or grids, either mounted in rigid arrangements or auto-mated to track the sun and double as sunscreens.

Artificial lighting is needed in shopping malls even ona bright day It provides guidance for shoppers, makes communication routes and stairs safe, setsthe scene for store win- dows and showcases and

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 400lux is an adequate lightinglevel.

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 technologyhas added a new dimen- sion to the lively dialogue between lighting and mer- chandise: motion Dynamic lighting productions banishmonotony from shop win- dows and add a note of vitality to salesrooms.Electronic lighting controlsystems 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 ofnew accents Computerised systems permit spots and luminaires to be individual- ly controlled on different electrical circuits Any pos- sible combination, any lighting solution can thusbe programmed and acti- vated to run in the requiredsequence at a definable speed between definable starting and stopping times

(see also Page 32).

Lighting sets the scene, ens communication routesand directs the visitor’s eye Electronic lighting control systems combine convenience with energy savings.

bright-Dynamic lighting for shop windows and salesrooms

Lighting control Lighting control systems offer ultimate convenience coupled with economy Lighting control permits flexibility, functional diversi-ty and decorative lighting effects.

– Flexibility: lighting is adjusted to cater to the needs of changing dis- plays by raising or lower-ing the lighting level at specific points for the required length of time There is no need to mod-ify electrical installations.– Functional diversity:

lighting levels in the dif- ferent shop zones (sales, periphery, shop window, façade) are set as re- quired Settings can be differently defined for different times: beforethe store opens, during opening hours, shortly before closing time, dur-ing the night (security, cleaning, emergency lighting).

– Lighting effects: control of moving lightand special effects.– Economy: energy-effi-

cient lighting operates only when it is needed and thus consumes little electricity A control sys- tem – activated by day- light, for example, or the presence of movement – reduces energy con- sumption by an appre- ciable amount.

The shop window: stage in the street

First impressions are crucial So special care needs to be taken overshop window displays They are the retailer’s calling card, a “stage inthe street”.

The “signal effect” of shop windows is confirmed by marketing studies: 180 lx illuminance stops 5 percentof passers-by in their tracks.1,200 lx produces a 20percent response and2,000 lx catches the eye of 25 percent of passers- by So: attractiveness in- creases with illuminance.Light and shadow Successful product pre- sentation calls for more than just brightness, how-ever The secret of good lighting lies in artistic pro-duction, in dramatic useof light and shadow, dy- namism and change Artificial lighting offers a major advantage here: it permits precise control

Keeping a distance

Spots and luminaires withspotlighting characteris- tics display a symbol in- dicating the minimum admissible distance bet- ween the light sourceand the illuminated sur- face This distance needs to be maintained to pro- tect illuminated surfaces and objects from high temperatures.

Effective modelling and brillianthalogen light combine to pre- sent this evening dress to bestadvantage (see also Fig 2).

and regulation, sets ac- cents (display light) and creates effects (decorative light) where they are re- quired.

Fig 2

Effective lighting in the opera shop: stage spotlights on powertrack arouse curiosity and permit changing window displays.

8

Variable control for different effects – different light colours, chasing lightswith or without motifs, changing colours or patterns – makes lighting a fully fledged de- sign tool.The lighting solution re- quired is determined by the form of presentation needed, which is in turn defined by the nature of the merchandise on dis- play Options range from planar illumination of a representative cross-sec-tion of products to dramaticaccentuation of selected exclusive articles.The mood set by shopwindow lighting can bevariably, effectively andeconomically attuned tothe merchandise on displayusing functional recessed luminaires and spots on individual mountings or in flexible arrangements on power track or wire sys- tems These can be wide-

19 angled for general lighting,narrow-angled for high- lighting certain areas and sharply focused for accentlighting.

Light sources used in shopwindows need high lumi- nous efficacy ratings and very good colour renderingproperties Low-voltageor line-voltage tungsten halogen lamps or high- pressure sodium vapour lamps are a suitable choice Fibre-optic and

LED lighting systems (see

Pages 11 and 12 respec- tively) are also an option

for shop windows, makingpossible new forms of lighting production.

General illumination is provided by square downlights fittedwith metal halide lamps.

Spots for metal halide lamps or downlights for compact fluorescent lamps– a practical option for large shop windows, for example – are a suitable choice for general lighting.In many cases, however, enough “viewing light” is provided by stray illumina-tion from the accent light- ing.

Setting accents

Accents are normally set by directional spots Alter- natively, recessed down- lights with swivellable re- flectors can be used These can be switched and positioned to suit dif- ferent displays A wide variety of luminaire attach-ments are available for creating special effects

20 and protecting merchan- dise from UV and IR

radiation (see Page 25).

■ Shop windows are a retailer’s calling card.■ Variable lighting for

changing displays is a prime requirement.■ Highlights, special ef-

fects and dynamic light- ing attract attention and enhance product image.

■ First-class colour ing is a must; sensitive merchandise needs tobe protected from heatand UV radiation.■ Lighting level needs to

render-be right for the sur- roundings: shop win- dows on a city boule- vard need more lux than those in a quiet shopping street in a small town.

A celebration of colour and shape in a flower shop Metal halidelamps in spots ensure very good colour rendering with minimalheat gain and low power consumption.

Even on a bright day, shop windows need lighting Without it, disturbing reflec-tions occur; passers-by looking into the windows then see not the merchan- dise on display but them- selves or the buildings be- hind them (Photo 24) Witha brightly lit background and attractive “displaylight” from various high- pressure lamps, the hautecouture creation here is superbly presented.

The showcase: eye-catcher for exclusive merchandise

Sparkling diamonds, fine fabrics, high-tech high- lights: showcases are an eye-catching capsule for exclusive merchandise Essentially, showcase light- ing has to fulfil the same requirements as shop

window lighting (see Pages

8 – 10).

Whether inside or outside astore, showcases direct the observer's attention to the merchandise on display.So it is worth making themost of the dramatic po-

tential of light Brilliant lightwith very good colour ren-dering properties under- lines the exclusivity of the products on show.■ Showcases are often

used for displaying small or sensitive items.So the lighting should also be dainty: tungsten halogen lamps, LED or fibre-optic systems are the right choice.

■ Dot-shaped light sourcesmake merchandise sparkle.

Brilliant halogen light for finejewellery and precious stones.

C l e a r a n d t o t h e p o i n t : f i b r e - o p t i c s y s t e m s How do you get light into

tiny corners? How can architecture,

roof and company logo be sim-ply and dra- matically illuminated? Fibre-optic lighting sys- tems offer awealth of newpossibilitiesfor decorative lighting –

using halogen or metal

halide lamps and the lumi- ments” to flowing ribbonsof light, fibre-optics offers signed so that light is emitted along the entirelength of thelight guide –with

no significant colour shifts or loss of intensity.They are easy to in- stall and maintain, carry no electricity, emit no UV

“problem locations” This ishow they work: electriclight is centrally generated

nous flux is fed into a cableof fibre-optic light guides From light dots and “firma-

solutions that meet both requirements Side-lighting fibre-optic cables are de-

dissipate next to no heatand do not affect light colour.

13Entrance lighting

Entrance areas are de- signed to underline pres- tige and thus have a signalfunction similar to store windows They need to ensure a friendly reception and – with the help of appropriately arranged luminaires – guide cus- tomers to the merchandise Lighting here must always be a combination of artifi- cial lighting and daylight.After dark, exterior lighting does more than just high-light architecture and merchandise; it also facili-tates orientation Correct entrance lighting helps shoppers safely negotiate curbs, steps and stairs Lighting designers use

tion zone, reducing lumi- nance gradually to help our eyes adapt to the dif-ferent level of lighting inside and thus maintain full visual performance.

■ Entrance lighting directsthe eye to architecture and merchandise, facili- tates orientation and guides the customer across the threshold.■ Short, soft shadows

make stair treads clearlydiscernible, reducing therisk of accidents.■ Dimmer switches and/or

motion detectors ensurelighting is activated and deactivated as required.

L(ight) E(mitting) D(iode)

A midget on a triumphant march: the LED (light emitting diode) – a small luminous semiconductor chip originally used for applications such as indicating the operating statusof technical equipment – could revolutionise artificial lighting.The luminous efficacy of white LEDs already matches thatof conventional incandescent lamps And in the case of coloured LEDs, energy efficiency is considerably higher LEDs are made in a wide variety of miniature sizes and, forlighting purposes, are used in LED units for multiple light sources.

LED technology offers many advantages: LEDs generate virtually no heat and consume little electricity, they have good colour rendering properties, can easily be dimmed and, with a service life of up to 50,000 operating hours, provide lighting for nearly the full lifetime of a store.

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Salesroom lightingGeneral lighting

When we set foot in a shop,lighting helps us get our bearings; then it directs oureye to the merchandise on display To ensure good “viewing light” for these visual tasks, balanced gen- eral lighting is a prime re- quirement For the lighting designer, this normally means brightening mainly the vertical surfaces andthe deeper parts of theroom.

cases, architectural fea- tures beg customised solu- tions Arches or recesses, for instance, permit stylish indirect lighting.

How bright general lightingneeds to be depends on the exclusivity of the store In discount stores and DIY centres, a relatively high illuminance level of up to1,000 lx indicates that prices are keenly calcu-

General lighting – direct and/or indirect – can be realised with a regular arrangement of wide- angled luminaires (very wide floods) over the entiresales area and/or the useof large luminous areasin horizontal or vertical arrangements In many

lated Luminaires for eco- nomical three-band fluo- rescent lamps are general- ly preferred here Supple- mentary lighting is provid- ed by downlights with compact fluorescent lamps.In boutiques and specialiststores, however, the gener-al lighting level can be lower Downlights for com- pact fluorescent lamps are still the right choice for the presentation of exclusive merchandise but they should always be supple- mented by other lighting components The class of the store can be under- lined by spots and down- lights for tungsten halogen lamps, metal halide lamps,high-pressure sodium vapour lamps and LED luminaires.

15Salesroom lighting

General lighting

Graduated brightness Thehigh-level general lighting favoured for sales- rooms in the past is in- creasinglybeing super- seded by a combination

of general and accent ing Even in supermarkets and discount stores, the businesslike atmosphere created by simple general lighting alone is often no longer desired Accent lighting (“display light”)casts light where it is need-ed – onto the merchandiseon display.

light-It takes the interplay of general and accent lightingto create the ambience re- quired for a store interior General rule of thumb: the more exclusive the mer-

chandise, the higher the quality of lighting required and the more differentiated the accent lighting, which, with special effects suchas coloured light, movingbeams or gobo spots, makes light itself a focus of attention.

For accent lighting to develop its full impact, its illuminance needs to be significantly higher than that of the general lighting Focused beams of light

(spots) act as eye-catchers, attracting shoppers’ atten- tion to presentations, peri-

pheral zones and shelvingunits.

■ The secret of good salesroom lighting:– General lighting

provides security and facilitates orientation.– Accent lighting

highlights dise and creates ambience.

merchan-– Decorative lighting directs the eye to special highlights and brings product presentations to life.■ Light colour defines

the impression a room makes: warm white light(ww) creates a homely atmosphere, neutral white light (nw) makes for a businesslike mood.

■ All commercial lamps guarantee good colour rendering (grades 1A or

1B) (see Pages 26 – 29).

■ Illuminating a shop ceil- ing makes it seem high-er, illuminating walls visually stretches the salesroom landscape.

Lighting makes shopping an experience: in a high-class boutique, general lighting is kept relatively low; salesroomand merchandise are presentedto dramatic effect by accentand architectural lighting.

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A homely atmosphere achieved with a well-chosen combination ofgeneral and accent lighting: coloured light attracts the eye and stim-ulates receptivity The focused beams of halogen light from the spotshighlight the set table and lend a sparkle to porcelain and glass.

Fig 4

In special areas – e.g at vegetable counters or displays - the high-level general lighting favoured in the past (see also Fig 4) is increasinglybeing rejected in favour of a combination of general and accent lighting This lighting concept has two advantages: it helps create an agree- able atmosphere for shopping and provides light where it is needed.

Salesroom lightingAccent lighting

From upmarket minimalismto packed presentations of products spoiling the shop-per for choice - accent lighting and special lightingeffects add lustre and life todisplays Accent lighting derives its vitality from dif- ferent illuminance levels.

It plays with sharp contrast and shadow, varies bright- ness and light incidence, weaves a spell with coloursand contours “Displaylight” and “decorative light”enhance product appeal.

16

On stands or shelves, in showcases or displays –the purpose of accent light-ing is always to direct the shopper’s eye to the mer-

chandise So lighting for vertical surfaces is impor- tant and flexibility is always a priority For optimal im- pact, accentuating light should be significantly brighter than the general lighting The artistry of the interplay of different de- grees of brightness and light colours determinesthe appeal of the salesatmosphere.

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1Salesroom lighting

Accent lighting

Putting products“on stage”

Dramatically lit displays area popular way of attractingshoppers’ attention Oncea device reserved for ex- clusive shops, they are now found even in super- markets In-store feature lighting needs to show thestructure, texture and colour of the merchandiseon display to best advan- tage Damage to sensitive

Abb 6

materials and foods can be prevented by safelight filters and reflectors.For larger islands of light, wide-angle spots – e.g fitted with metal halide lamps - are a suitable op- tion Punctual light sourcescasting focused beams of light provide gleaming highlights and the requisite

Accent lighting directs the per’s attention to the display(see also Fig 6) The focused light of halogen spots on powertrack sets gleaming highlights; attachments and filters ensure that the merchandise is not dis- coloured.

shop-modelling For merchan- dise on stands and shelves, wide-angle spotsor swivellable narrow- beam downlights are the

Coloured peripheral zone lighting: 16 mm fluorescent lamps fittedwith a special colour filter lend emphasis to selected product presen- tations.

Gobo effects make a powerful statement about the performanceof high-tech equipment Decorative lighting attracts attention andshapes our perception of the room.