OLEDs
update p.16
Sony’s world
tour p.30
An auto dealer’s
custom options p.34
Sip and savor
at Vintry p.38
The magazine off the Illuminating Engineering Society off North America
The Five
Rules of
Retail
No. 5: Convey Image
October 2013
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RETAIL TRENDS
I
5
s the Internet taking over from Main Street and the mall? Are
consumers still making trips to their local stores, whether
street front or in a shopping center?
The answers are “no” and “yes.” When viewed on the big-
screen of total estimated U.S. retail sales in 2012 of $3.57 trillion,
online transactions account for less than 15 percent, or $53 billion. A National Retail Federation survey found that brick-andmortar retailers are displaying solid staying power. “In this digital
age,” the report stated, “it just may be that traditional retailers do
all the heavy lifting when it comes to pushing goods through the
consumer pipeline.”
Follow These
Retailers are deploying a number of different tactics to keep the
pipeline flowing, offering value and fashion appeal combined with
a memorable store and brand experience. Competition abounds at
every price point level, from discount to luxury.
Lighting, as part of the store experience, is playing an increasingly
important role in creating visually distinctive selling spaces. David
Dalziel, creative director of Dalziel and Pow, store design specialists
with offices in London, Mumbai and Shanghai, credits an amalgam
of architecture, display fixturing, graphics and lighting for the longterm success of a merchandising environment. “In retailing, the best
lighting can transform an interior,” he notes. “As developments continue to come thick and fast, the most creative use of in-store lighting is a scheme that makes both store and stock sing.”
While merchants employ promotional strategies to boost their
bottom line by attracting more customers and keeping them in the
store longer to purchase more, the operations staff is maintaining
tight reins on expenses. High on their list is energy usage and making the store lighting code-compliant. According to lighting designer
Retailers in the U.S. and internationally
are using these five lighting strategies to
boost sales and save energy
Bernard Bauer, Integrated Lighting Concepts, Westlake Village, CA,
changes to major energy codes will have a profound influence on
how new retail spaces will be illuminated. “The latest renditions of
IEEC 2012 and ASHRAE/IESNA 90.1-2010 reduce the allowed accent
light for such products as clothing, cosmetics, furniture and art work
BY VILMA BARR
from 2.6 watts to 1.4 watts per sq ft. California Title 24-13 reduces
this allowance to 1 watt per sq ft while wall display allowances are
being reduced to 14 watts per linear ft,” he explains. An example
of expanded controls requirements is the California code that mandates dimmable controllable lights for general lighting with a lighting
power density of 0.5 watts per sq ft or higher.
What follows are five ways that light can be deployed in retail
environments, along with examples of each technique in action.
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SNOG PURE FROZEN YOGURT
햲
Photo: Courtesy Dalziel and Pow
Photo: Courtesy Dalziel and Pow
PRIMARK
Photo: Courtesy, Cinimod Studio
RETAIL TRENDS
PRIMARK
TO ENHANCE THE SHOPPING EXPERIENCE
The Oxford Street branch for value retailer
conventional walkways are punctuated at
uted to the international success of the
Primark, designed by Dalziel and Pow, estab-
key junctions with feature cubes. In general
Snog Pure Frozen Yogurt chain. Founded
lishes a premium atmosphere for the 82,000-
retail areas, ambient light is provided by fluo-
five years ago in London, LED color-
sq ft, four-level London store. “Lighting is an
rescent fixtures with accent lighting by metal
changing ceilings of exposed LED lamps,
integral part of the retail design brief,” says
halide at perimeters and walkways.
such as those in the Covent Garden store,
Dalziel. “It can completely transform the
The spotlit Trend Room has tight beam
became a magnet for patrons. Now en-
overall atmosphere, which in turn will affect
metal halide lighting only, creating a theat-
tering a second phase in the design pro-
the customer experience of a store.”
rical fashion feel with luminaire fittings and
gram, Snog’s St. Johns Wood store has an
The concept for Oxford Street, though
rigs. On the wall behind the elevators is a gi-
animated rainbow theme created by 15-W
based on other Primark flagship stores, is
ant LED screen, while in the cash-desk sec-
LEDs on a color-changing controller.
more contemporary and edgier. Lighting pro-
tion, windows are covered with a neon logo.
vides contrast for the dynamic angles while
Lighting by Cinimod Studio has contrib-
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RETAIL TRENDS
SONOS STUDIO
Photo: Lea Tiz
BAMBINI
THE SOCIETY FOR RATIONAL
DRESS DESIGN
Photo: Courtesy Environetics
Photo: Courtesy RA-DA
햳
FOR MERCHANDISE DISPLAYS
In Vienna, Switzerland, Bambini is the
premier luxury purveyor of children-to-
Placement of the enclosures subtly directs shoppers around the sales floor.
Further uptown in the La Brea Design
District is the 4,000-sq ft Sonos Studio, a
youth haute couture, presented in a lively
Two venues in Los Angeles follow a
combination showroom for wireless audio
and sophisticated environment. Bambini
minimalist design approach for different
systems and multi-functional art space. Ar-
(translation, “children”) has architecture,
end uses. In the downtown Artist District,
chitect Rania Alomar covered the ceiling of
display fi xturing and lighting created by
a 20,000-sq ft circa 1920s warehouse be-
the main space in the concrete frame build-
Denis Kosutic of Vienna. The store’s vi-
came the headquarters for The Society for
ing with customized black and red acoustic
sual signature is a series of full-height
Rational Dress Design, a contemporary
pyramid foam tiles. A grid of exposed spot-
polished, reflective open-weave circular
women’s apparel design studio. The L.A.
lights is suspended below. Visitors to open-
copper enclosures. In the center, a glow-
office of Environetics created an open-plan
ing events can walk through an exhibit of
ing white tube is internally illuminated
layout with finishes left natural and struc-
rope-hung instruments.
with LEDs. Mounted at the top of each
tural elements visible. Illumination for the
circular structure is a custom black track
updated industrial look is primarily from
adjustable fi xture with 35-W spotlights.
suspended PAR20 and PAR30 track lights.
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RETAIL TRENDS
Photo: Bogdan Shahanski
GALLERIA BURGAS
Photo: Courtesy Zumtobel
EDEKA ESSLINGER
햴
FOR ENERGY EFFICIENCY
Lighting that combines natural light with
from cove lighting and recessed downlight-
use at the Edeka Esslinger supermarket in
energy-efficient artificial sources for the
ing from 35-W and 75-W metal halide and
Neuravensburg, Germany, by 60 percent.
Galleria Burgas, Burgas, Bulgaria, won a
asymmetric-mounted 70-W floodlights.
A daylight sensor on the roof and sensors
LEED Gold rating for sustainability and re-
Spanning the two main retail courts is a
inside measure natural light during the day
duction of light pollution. Lighting Design
connector space featuring cold cathode
and amplify artificial illumination into the
Collective, Madrid, Spain, created daylight
backlighting using 24-in. deep Barrisol
evening hours. At the deli counter, access
and sunlight effects throughout the public
bands positioned on the vertical face of the
to 10 preset color spectrums highlights the
spaces. In the Food Court, skylights encir-
bulkheads separating each level.
type of products on display. Since the all-
cled by timber cones illuminate the dining
An all-LED lighting system combined with
area. Extra brightness when needed beams
daylight management reduced the energy
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LED system was installed, Edeka reports
that customers stay longer and shop more.
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RETAIL TRENDS
LORD & TAYLOR
Photo: Mikiko Kikuyama
Photo: Magda Biernat
햵
INTERMIX
AS ART
To stay ahead in the hyper-competitive
gio Borruso. “These 272 fixtures create a
Taking advantage of the 18-ft high ceilings
women’s apparel and accessories mar-
second ceiling that echoes the design of the
in the 3,000-sq ft former industrial build-
ketplace, store designers are bringing the
building’s exterior covering.”
ing, Brittain used surface-mounted 2,700K
lighting-as-art movement inside retail ven-
Constructed by Reggiani of extruded
LEDs powered by 24VDC constant voltage.
ues. Lord & Taylor-Ridge Hill, Yonkers, NY,
aluminum, the triangular fi xtures measure
“The wattage changes according to the
length—3, 6 or 9 watts,” says Brittain.
is the first new branch in a dozen years for
8 ft on each side and are 8 in. high and 7
the venerable nameplate, founded in 1826.
in. wide. They contain 20-W HID and 28-W
To disguise the tracks of an elevated
Located in a multi-use development, the
linear fluorescent lamps for fi xtures used
vintage rail line that traveled through the
80,000-sq ft, two-level space has an entry
throughout the store, and have added LED
interior of this and other buildings in the
level surrounded by an open-center second
uplighting on the second floor. Borruso
area, architect Steve Scuro of JansonGold-
floor. “The two exterior entries are con-
varied their hanging height from 10 to 50 ft.
stein Architects and lighting designer Bill
nected by suspended custom-designed
Suspended from the ceiling at the up-
Schwinghammer created a 10-ft high curtain
triangular lighting elements along the cen-
scale Intermix boutique in Manhattan’s
of mirror-polished curved aluminum rods.
tral spine of the store and up through the
Meatpacking District are bold angular geo-
They are uplit by LED strip lights installed in
escalator opening,” explains architect Gior-
metric fixtures by light artist Bec Brittain.
a channel atop metal apparel display fixtures.
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RETAIL TRENDS
TOPSHOP
Photo: Agnese Sanvito
UNIQLO
햶
TO COMMUNICATE IMAGE
Photo: Courtesy Osram.
Photo: Courtesy, Traxon
DEPARTMENTSTORE QUARTIER 206
To attract foot traffic, retailers once
film which acts as a second skin over the
The wheel is intermittently hand-cranked
presented glamorized mannequins in their
structure are 312 Traxon Dot XL-9RGB lamps,
during the day by store associates, and the
shop windows and identified the store with
linked to an e:cue Lighting Control Engine.
apparel featured changed daily.
its name incised on the cornerstone or on
In London, Regents Street Window Proj-
In windows at Departmentstore Quartier
awnings or banners. Now, whole buildings
ect 2013 was staged by the Royal Institute
206, Berlin, OLEDs demonstrate their prom-
carry illuminated messages and logos, and
of British Architects and the Regent Street
ise as a retail illumination technique. With
windows abound with color and theatricality.
Association. Cutting-edge designers were
their surface flexibility and nearly negligible
Uniqlo’s branch in Osaka, Japan’s central
paired with flagship brands. For Topshop,
heat generation, they can produce back-
shopping area has a 30,000-sq ft fully illu-
NEON attached a mannequin to each of the
ground-enhancing settings for mannequins
minated façade that is white during the day
14 spokes of a colour wheel. Reinforced by
and other display materials. ■
and glows at night with a daily menu of mes-
seven supports, it is illuminated from the
sages and graphics. Installed behind an ETFE
store’s in-place adjustable window lighting.
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Vilma Barr is a regular contributor to LD+A.
LD+A | October 2013
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