Lighting in Design Q2 2023

The future of lighting in the new retail sector The retail sector has undergone a major transformation in recent years. The acceleration of certain consumer trends and behaviour has meant that retail spaces are changing and adapting in order to give their customers a different type of experience. L ighting has always been considered to be a key element in providing the best possible customer experience. As well as enhancing Shop windows are visual presentations of the experiences being offered to the customer on the inside. For this reason, the lighting in these areas can be quite dynamic and striking, as it is the first point of contact with potential customers.

the brand through its integration with the compa ny’s interior design, it also helps to optimise the flow of both workers and consumers. It is clear that there is a broad diversity in the different areas that make up a shop, including shop windows, the general sales area, display areas, the main areas of circulation, and customer attention at counters and dressing rooms, etc. All of these areas have their own particular lighting requirements in order to meet the emotional and functional needs of the customers and workers. And, of course, this must always be carried out in line with the communication and positioning strategy that each brand offers through its corporate image. Some of the trends that are bringing about these transformations in the retail sector are: • The migration of big brands to city centres. • The rise of proximity marketing. • Greater environmental awareness on the behalf of the consumers. • The exponential growth of e-commerce. Lighting as a focal point in urban retailing Commercial areas in cities require greater integration with the urban environment while, at the same time, retaining the focus on capturing the attention of passers-by.

At the same time, however, it must be respectful of the environment and not produce light pollution or excessively intrusive light. The dynamism of the lighting can become an excellent resource to capture people’s attention, and can also provide the option to modify the lighting effects to allow for changes in the season or in the design of the shop window. In the general sales area, lighting helps to highlight certain areas or points of interest by using different levels and types of illumination; you can also make use of the different effects associated with accent lighting. In addition to this, it is possible to highlight the spatial hierarchy of the so-called “hot spots” in the retail area (those that are more relevant and which aim to attract more traffic, as they are the busiest and most visible). In this way, through lighting, we can help to highlight the counters, displays, or other areas of special relevance, helping the user to identify them more easily. In order to achieve these eye-catching effects, a shop’s lighting has three layers of illumination: • General horizontal lighting, which, depending on the brand image and the desired intention, will have varying levels of brightness. • Vertical lighting, which will allow us to

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LiD Q2 - 2023