lighting in retail and commercial space

lighting in retail and commercial space

1. LIGHTING IN A RETAIL/COMMERCIAL SPACE CASE STUDY : HARLEY DAVIDSON LIFESTYLE

2. INTRODUCTION A retail store is truly a unique interior environment. Beyond an intricate architectural space, it is a merchandising arena where products can be enhanced through lighting, fixturing , signage and displays. In addition, it is the execution of the brand promise to the consumer at the store level. Since shoppers are naturally attracted to the brightest areas of the store, lighting techniques such as wall washing, indirect and cove lighting can be applied to lead the consumer through the store in a deliberate traffic pattern and guide the purchase decision making process

3. Four basic criteria that help determine the type of lighting to be used in a retail area include: Merchandising Effectiveness Store Image and Brand Promotion Customer Comfort and Safety Total Operating and Acquisition Costs

4. Lighting is a powerful form of visual communication between the retailer and the consumer and is key to the overall success of the shopping experience. In this section, the various lighting principles are examined and recommendations are provided in the form of the following protocols: General Lighting Accent Lighting Perimeter Lighting Feature & Display Lighting Decorative Lighting Task Lighting Exterior Lighting Emergency Lighting LIGHTING PROTOCOLS

5. Lighting systems at “HARLEY DAVIDSON” showroom. LOCATION: D-263, Akshar Building, Blue Chip Corporate Park, Turbhe Naka, Thane Belapur Road, TTC Industrial Area, Navi Mumbai, Maharashtra. View of the store

6. Fluorescent lighting are focused on to the automobiles which rendered a glare or shine to the automotive parts thereby enhancing the look.

7. The niches and sitting areas were lit up with LED suspended lights and the while the information desk and counter areas had a combination of spot lighting and multicolored suspended lightings. COUNTER INFORMATION DESK

8. EXPOSED SERVICES : HVAC DUCTS; LIGHT WIRING; ETC . Merchandise items like clothing apparels were displayed under the section which are exposed to day lighting through the glass façade while those parts along the façade are the automobiles are being displayed were partially covered with panels so as to enhance the effect spotlighting on certain automobiles.

9. Custom accessories for automobiles were displayed under incandescent and led focus lighting systems.

10. EMERGENCY LIGHTING Emergency lighting insures the safety of a building’s occupants when the normal lighting system fails. The levels of illumination provided by the emergency lighting systems must permit a safe exit from the building. If exiting is not required, the emergency lighting should provide security and comfort for the occupants until the general lighting can be restored. Features include extruded aluminum and die cast housings with several stylish finish options. These exit signs are offered with the LED lamp source ( red and green ) making this exit sign very energy efficient and bright with uniform letter illumination. A generator that supplies power at the same voltage and frequency as the utility. 2 ) An inverter system or a central rechargeable battery unit that converts directs current into alternating current. 3 ) An individual rechargeable battery contained in each exit sign. FIRE EXIT

11. Custom accessories for automobiles were displayed under incandescent and led focus lighting systems. MERCHANDISE ITEMS

12. CONCLUSION: The showroom maintained the overall ambiance with a dim lightings and focus lightings on the displays merging with the black and orange interiors. We could see a blend of natural and artificial lighting being used here. The store is a medium height applications ,that limit the spacing of the luminaires by the type of ceiling configuration and the store symmetry (or uniformity) requirements. Characteristics of these systems should include good controllability and high color quality.

13. Lighting systems at “LIFESTYLE” showroom. LIFESTYLE is an open, large spaces with high uniformity levels but with relatively medium light levels in order to provide adequate contrast ratios for the featured merchandise. This store utilize a number of displays where very high color rendition is a requirement .. Typically a wide selection of products can be found at competitive price levels. LOCATION: Viviana Mall, Voltas Compound, Pokhran Road No. 2,, Subhash Nagar, Next to Jupiter Hospital, Eastern Express Highway, Thane (W), Maharashtra 400610

14. Task lighting provides focused, localized illumination for both shoppers and retail personnel. Shopping tasks include reading signage to identify products and departments, evaluating merchandise quality, reading product information on packaging and small print on price tags. Personnel tasks include merchandising and restocking product, cleaning after hours and performing sales transactions TASK LIGHTING

15. FEATURE & DISPLAY LIGHTING Features and displays rack and shelf merchandises designed to attract customers and aid in evaluation of merchandise . Flexible lighting systems are provided to meet these constantly changing display needs. Illuminance levels on merchandise are least three to five times higher than the ambient surrounding levels . However, when adjusting the lighting system, avoid direct and reflected glare into the eyes of customers and store personnel. Feature lighting highlights the specific merchandise and provides for easy evaluation of object texture, color, form, etc.

16. PERIMETER LIGHTING Perimeter lighting effectively contributes to the perception of size and brightness in a store while improving visibility and visual impact at the walls. Perimeter lighting also draws the shopper out of the main aisle and into the merchandising space. In addition, perimeter lighting creates a softer ambiance and more balanced environment, reducing eye strain and eventual fatigue . This is vital to remember, as the more comfortable the environment is to shoppers, the longer they will remain in the store.

17. PERIMETER LIGHTING PROTOCOL Vertical illumination of wall displays can be achieved through linear or point sources to create continuous or individual patterns of light. Light scallops - These can be the intentional or unintentional effect of a downlighting plan. The last row of downlights closest to the wall will cause light scallops, which add visual interest. The more diffuse the light source and trim, the softer the scallop . Wallwashing - lighting visually enlarges a space while bouncing light softly back into the store. Wallwashing is very effective for lighting a diverse group of products on display, as they are drawn together by uniform light.

18. Grazing - Positioning light sources close to a wall or display is a technique where light skips along, creating patterns of brightness and shadow, and revealing depth of texture. Fluorescent, Halogen, and HID sources are all used for grazing, but today’s energy considerations often limit the widespread use of halogen for this technique. Determine level of definition: 1. Linear (smooth) 2. Individual (irregular) 3. Combination

19. GENERAL LIGHTING In lower ceiling applications, indirect/direct systems are a viable alternative for providing comfortable and soothing environments. Special attention to the clearance required between the luminaire and the ceiling must be given to achieve uniformity and reduce hot-spot issues, along with the resultant ceiling height clearance. Parabolic recessed luminaires equipped with lower wattage fluorescent systems are appropriate alternatives to reduce both discomfort and reflected glare.

20. GROUP MEMBERS: AISHWARYA BOKDE: A-1208 SHRUTI CHARHATE : A-1210 SHREYA PAHARIA: B-1215 DHRUV PATEL : B-1220 NIKITA PATIL : B-1221 CHANDRESH SHARMA : B-1232 SUDARSHAN UPPUNDA : B-1237