Page 44 - February 2022

SPECIAL FEATURE | FESTIVE & ARCHITECTURAL LIGHTING

X-Madrid, Spain

he time when interior design was separate to lighting is impressions are everything. From the signage to window displays,
long gone. With everything that has happened in recent the smell of premises to its cleanliness, most customers will make
T years, business competition has intensified and brands up their minds about a shop within the first few seconds. And
are now competing for customer attention by targeting all the once they’ve been made, first impressions are hard to change, so
senses of the consumer. This view is put across by Omnify in their it is important get it right. One of the biggest influences on the
article ‘The Importance of Lighting Design in Retail Stores’. look and feel of any retail space is lighting. From soft and subtle
Their article goes on to explain that, of all the senses consumers to bright and bold, the architectural style of lighting will have a
have; lighting has a direct influence on their moods, with 80 per big impact on how customers perceive a business whether they
cent of sensory information coming from their eyes. From a retail realise it or not.
perspective, lighting highlights architectural elements, product The world’s largest sporting goods retailer, Decathlon, is famed
qualities and creates virtual spaces. This affects how we feel in a for stocking a wide range of sports products, from basic supplies
space, our opinion of a product, and ultimately, our decision to like tennis rackets to advanced extreme sports goods such as
purchase or not. scuba diving equipment. Spanning over 35,000sq ft and two floors
Going further, the article explains that while lighting may be an in the Trinity Leeds shopping and leisure centre, their latest store
afterthought for many retailers who are just starting out, retail aims to entice customers with a modern aesthetic and bright and
lighting goes much further than just provide simple ambiance. inviting storefront. With the help of TRILUX’s award winning
The function of lighting in a retail format can potentially have E-line system as well as other uniquely specified solutions, visitors
an extremely rich impact on your customer experience. Studies to the store can experience a distinctive and unique optic effect
conducted have gone so far as to suggest that retail lighting design that continuously engages them throughout the shop floor and
can influence a window shopper into becoming a loyal customer. encourages them to continue exploring further.
An article entitled ‘The Impact of Lighting in Retail Design’ Recently opened hotel, The Londoner Hotel, which hosted
by Designing Buildings explains that in the world of retail with the Global RLI Awards 2021 back in September days after it
ever more savvy shoppers and image-conscious consumers, first opened, features 350 guest rooms, suites and a stunning tower

44 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2022