VMSD - September 2017 - 57

G E OR GE B AR B E R IS PHOTOGR APHY, NE W YOR K

SPECIAL REPORT: RETAIL LIGHTING DESIGN

BRINGING YOUR STORE TO LIGHT:

10 Dos and Don'ts
of Retail Lighting
LI GHT ING DE SI G N: L IGH T S TUDIO LA IN C, CULVE R C IT Y, C AL IF./ A R C HI T E C T UR E : D FA

By Kathy Pryzgoda, Contributing Writer
As the competition between the "virtual" and the "physical"
store increases, it is imperative that brick-and-mortar stores outshine the rest. Great lighting design brings in buyers, leads them
through the experience, and makes your brand stand out for all the
right reasons. Without good lighting design, retailers miss out on
opportunities to increase sales. Below are my top dos and don'ts of
lighting design to keep in mind for your next project:

1

DO hire a lighting designer, and DON'T depend on your

engineer or architect to be the lighting designer. To best show
off your product and support your brand, hire an expert! A lighting
designer understands the newest lighting trends, the latest technologies and best-suited lighting products. While engineers are experts in
how a space is wired, and architects know building techniques, they
are not necessarily experts in lighting design, and a good lighting expert
can easily transform your space.

2

DO light vertically, but DON'T simply light straight down

from the ceiling. The human eye is naturally drawn to light
(known as "phototropism"), and the first thing people see as they
walk past a retail store is the "vertical plane." Knowing that, we must
light walls and other vertical surfaces to bring customers into the
space. Merely pointing spotlights down on your product can make a

space feel dark, while lighting walls will give a sense of spaciousness
and brightness.

3

DO consider how your material choices (colors and finishes)
affect the brightness of your space, and DON'T depend

on spotlights to do everything. If you paint a space's ceilings and

walls a matte white, it will feel bright and airy. But if you want a space
to feel dramatic and intimate, consider painting the ceiling black. Just
remember, by doing this, you will need to consider allowing for more
light to make your product pop. Also, shiny versus matte materials will
make a big difference: Shiny materials reflect light and add "sparkle,"
but may also cause unsightly reflections from spotlights and LEDs.

4

DO consider how daylight influences your space, but

DON'T forget the effects of color temperature. As large interior malls become history and mixed-use developments grow in popularity, more stores will have exterior windows that let natural light in.
Daylight has a bluish color temperature, relative to warm white LEDs
and incandescent sources. To keep your product front and center,
you'll need to compete with daylight. Consider lighting the storefront
windows with a cool color temperature to match daylight, or better yet,
light the storefront with a tunable white luminaire, which allows you to
adjust the color temperature to complement daytime (cool white) or
nighttime (warmer white) illumination.

VMSD.COM

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SEPTEMBER 2017

57


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Table of Contents for the Digital Edition of VMSD - September 2017

VMSD - September 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
New Beginnings
Tearing Down Walls
Car Talk
Special Report: Retail Lighting Design
Showroom
Ad Index
Checking Out
VMSD - September 2017 - Intro
VMSD - September 2017 - VMSD - September 2017
VMSD - September 2017 - Cover2
VMSD - September 2017 - 1
VMSD - September 2017 - Contents
VMSD - September 2017 - 3
VMSD - September 2017 - From the Editor
VMSD - September 2017 - 5
VMSD - September 2017 - Vmsd Editorial Advisory Board
VMSD - September 2017 - 7
VMSD - September 2017 - The Goods
VMSD - September 2017 - BI1
VMSD - September 2017 - BI2
VMSD - September 2017 - T1
VMSD - September 2017 - T2
VMSD - September 2017 - T3
VMSD - September 2017 - T4
VMSD - September 2017 - T5
VMSD - September 2017 - T6
VMSD - September 2017 - T7
VMSD - September 2017 - T8
VMSD - September 2017 - T9
VMSD - September 2017 - T10
VMSD - September 2017 - T11
VMSD - September 2017 - T12
VMSD - September 2017 - T13
VMSD - September 2017 - T14
VMSD - September 2017 - T15
VMSD - September 2017 - T16
VMSD - September 2017 - 9
VMSD - September 2017 - 10
VMSD - September 2017 - 11
VMSD - September 2017 - 12
VMSD - September 2017 - 13
VMSD - September 2017 - Design Detail
VMSD - September 2017 - 15
VMSD - September 2017 - 16
VMSD - September 2017 - 17
VMSD - September 2017 - New Beginnings
VMSD - September 2017 - 19
VMSD - September 2017 - 20
VMSD - September 2017 - 21
VMSD - September 2017 - 22
VMSD - September 2017 - 23
VMSD - September 2017 - 24
VMSD - September 2017 - 25
VMSD - September 2017 - 26
VMSD - September 2017 - 27
VMSD - September 2017 - 28
VMSD - September 2017 - 29
VMSD - September 2017 - 30
VMSD - September 2017 - 31
VMSD - September 2017 - 32
VMSD - September 2017 - 33
VMSD - September 2017 - 34
VMSD - September 2017 - 35
VMSD - September 2017 - 36
VMSD - September 2017 - 37
VMSD - September 2017 - Tearing Down Walls
VMSD - September 2017 - 39
VMSD - September 2017 - 40
VMSD - September 2017 - 41
VMSD - September 2017 - 42
VMSD - September 2017 - 43
VMSD - September 2017 - Car Talk
VMSD - September 2017 - 45
VMSD - September 2017 - 46
VMSD - September 2017 - Special Report: Retail Lighting Design
VMSD - September 2017 - 48
VMSD - September 2017 - 49
VMSD - September 2017 - 50
VMSD - September 2017 - 51
VMSD - September 2017 - 52
VMSD - September 2017 - 53
VMSD - September 2017 - 54
VMSD - September 2017 - 55
VMSD - September 2017 - 56
VMSD - September 2017 - 57
VMSD - September 2017 - 58
VMSD - September 2017 - 59
VMSD - September 2017 - 60
VMSD - September 2017 - Showroom
VMSD - September 2017 - 62
VMSD - September 2017 - 63
VMSD - September 2017 - 64
VMSD - September 2017 - 65
VMSD - September 2017 - 66
VMSD - September 2017 - Ad Index
VMSD - September 2017 - 68
VMSD - September 2017 - 69
VMSD - September 2017 - 70
VMSD - September 2017 - 71
VMSD - September 2017 - Checking Out
VMSD - September 2017 - Cover3
VMSD - September 2017 - Cover4
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