licht.wissen 06 "Shop Lighting - Attractive and Efficient"

8/7/2019 licht.wissen 06 "Shop Lighting - Attractive and Efficient"

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Lighting plays a key role in making shopping a sensory experience. It perorms anumber o tasks, rom acilitating orientation through accentuating displays to present-ing merchandise in a suitable light. Given its capacity or dramatic eect, articiallighting is an exceptionally eective instrument or boosting sales perormance notonly or individual retail outlets but also or shopping malls and department storesalesrooms. Light creates atmosphere, directs attention to merchandise, supportscustomer guidance systems and underlines brand image. Lighting that is harmoni-ously integrated into the overall design o a store actively attracts shoppers into thepremises. Light also helps remove certain entry barriers, extends the shopper's lengtho stay in a store and stimulates consumer activity.

However, lighting is also a major operating cost or a retailer, accounting or 25percent o total energy costs in the ood trade and no less than 62 percent in thenon-ood trade. Hence the increased demand or (energy-)ecient lighting solutions because energy is going to be a scarce and costly commodity in the long term. Sothere are two reasons to optimise energy input: to conserve available resources andminimise climate-relevant impacts, on the one hand, and to lower energy costs or agood business result, on the other.

Sustainability is developing into a core issue or our society. People are becomingincreasingly aware o their social and environmental responsibility. That awarenessis ostered not only by reports o natural and environmental catastrophes and rising

energy prices but also by an appreciation that the Earth's natural resources are nite.The term "sustainability" comes originally rom orestry, where it means managingresources so that the orest can regenerate naturally and retain its essential char-acteristics. Applied to business activity, it means the need or an enterprise to meetenvironmental challenges while also taking account o economic and social aspects.Because o the growing call or sustainable corporate management rom society andconsumers, its implementation ensures long-term economic success.

But a coat o green paint is not enough. To meet customer expectations o credibilityand sustainable development, companies need to position themselves as prudent,resource-saving actors. Energy-ecient operation is only one acet o the drive orsustainability but it is an area where ecology and economy can be reconciled particu-

larly well. So it is not surprising that numerous energy-eciency, pro-environment andclimate protection projects have already been launched across the wholesale andretail trade and that minimising energy consumption or lighting gures prominentlyamong them.

Ljiljana RakitaEHI Retail Institute

Editorial

[Cover] Shop lighting presents major chal-lenges or the lighting designer. Simulations andrenderings are a big help.

[01] Light is an important tool in shop design.It helps make shopping a sensory experience.


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Basics o lighting design

Page 24

Basic lighting terminology

Page 14

Eciency and cost economy

Page 34

Lighting Specials:

410 532

AverageilluminanceE

Illuminance on installation

Maintained illuminance

System illuminancewithout maintenance

Setting the stage and

energy eciency

Page 06

Corporate lighting,

lighting or brand

merchandise

Page 08

Parking acility,

acade and

entrance lighting

Page 10

Showcase lighting

or shop windows

Page 12

Lighting or

resh oods

Page 16

Supermarket

lighting

Page 18

Shel, aisle and

wall lighting

Page 22

DIY centre lighting

Page 26

n ch ffu n

rtun

E n r i

0

53 42 5

Leuchte mit LED-Technik

Leuchte mit Halogen-Metalldampflampe

Leuchte mit Kompaktleuchtstofflampe

Leuchte mit Niedervolt-Halogenlampe

10050

25 62 13

12 73 15

16 46 38

Luminaire with compact fuorescent lamp

Luminaire with metal halide lamp

Luminaire with LED technology

Luminaire with low-voltage halogen lamp


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Daylight and lighting control

Page 42

Light sources

Page 52

LED The light source o the uture

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Furniture store

lighting

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Textile store

lighting

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Upmarket

specialist store

lighting

Page 36

Shopping mall

lighting

Page 40

Pharmacy

lighting

Page 44

Car dealership

lighting

Page 46

Luminaire

applications

Page 50

Series o booklets

Imprint

Page 54

cathode

epoxy lens

wire bond

LED-chip


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03 0604

02

Source: EHI Retail Institute

Source: EHI Retail Institute05


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Setting the stage and energy eciencyLighting dramaturgy lighting or dramatic composition is a major tool or sales promotion and thus animportant actor to consider when selecting luminaires, light sources and lighting control acilities. Another,equally important criterion is the energy eciency o the system as a whole it is a vital requirement oreconomic eciency and success.

The primary purpose o shop lightingdesign is always to enhance the sensoryshopping experience. This applies asmuch to a ull-range department store asto an upmarket boutique, an exclusive deli-catessen store or a cool handy shop. One

o the most important tools or address-ing this task is lighting dramaturgy. Lightsources, with their diverse characteristicssuch as light colour and colour rendering,contrast capacity and light distribution,play a particularly important role in deter-mining how the atmosphere o the roomimpacts on the customer making a coolimpression in a high tech store, castinggarments or leather goods in a warmerlight, striking a note o sophistication withelegant white or energising the scene with

dynamic colour eects.

So to develop a seductive impact, a light-ing solution needs to be precisely tailoredto suit the ambience and the merchandiseor which the stage is set. At the sametime, account needs to be taken o indi-vidual store and marketing concepts aswell as any sectoral lighting requirements.These criteria infuence the choice o lu-minaires, light sources and lighting controlacilities as well as their intended purpose,

which can range rom swit orientationthough highlighting to setting the scene.

Energy eciency advancing

Just as important as this "emotional" sideo a lighting concept are the "rational"aspects o its design, especially energyecient operation and low maintenance.This is because operating costs have aundamental impact on a shop's economicperormance.

Energy eciency is the ratio o energy in-put to ultimate benet, i.e. the less energyis needed to deliver the same light, thegreater the energy eciency o the sys-tem. Energy-saving lamps are propagated

[02 - 04] To develop a seductive impact,a lighting solution needs to be preciselytailored to the ambience and the merchan-dise or which the stage is set.

[05] Annual energy costs or electricity,gas, heating oil, etc. by sector; gures or2010, in euro/m.

[06] Increasing the eciency o lighting:most widely implemented measures in2010.

as a universal remedy but switching romconventional luminaires and lamps alonedoes not exhaust the potential or savingenergy. Consideration needs to be givento the system as a whole, comprised oluminaire, light source, operating gear and

lighting control acilities.

Experience counts

To ensure an energy-ecient lightingsolution, it is advisable to select luminaireswith a high light output ratio, lamps orhigh-quality LEDs with a low power con-sumption rating and an intelligent lightingmanagement system that can not only cre-ate great scenarios but also reduce energyconsumption by dimming. However, e-

ciency depends to a large extent on howskilully the components are integrated intothe system as a whole.

That interaction calls or intelligent designas well as the ideas and experience olighting planners or designers. These arecrucial to ensuring both maximum light-ing quality and energy eciency. Retaillighting design is a dual challenge. Itentails not only creating a sales-promotingdramaturgy, i.e. deciding what kind o

light is needed in which part o the store toaddress the various tasks presented, butalso and equally importantly weighingup the relevant parameters to dene thetechnical qualities o the lighting requiredas well as analysing the lie cycle costs the total investment and operating costs o the lighting installation.

Only when all these tasks are accom-plished can the way be paved and theeconomic oundations laid or a successul

retail operation.


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Corporate lighting, lighting or brand merchandiseAs an intangible and versatile design element, light is an excellent vehicle or communicating brandmessages. Harnessed in solutions specically designed or the purpose, the "ourth dimension o architecture"becomes an integral part o brand identity.

[07] Brand perception is signicantlyinfuenced by the point-o-sale experience.

[08] Salesroom design including light-ing as the "ourth dimension" o architec-ture is an integral part o brand identity.

[10] The image o a shop or shoppingmall is partially dened by the visual im-

pact o the illuminated entrance.

Brands provide bearings in the world omerchandise. The systematic communica-tion o brand messages paves the wayor sustainable sales success. But brandperception is signicantly infuenced bythe point o sale experience. Salesroom

design and thus lighting as the "ourthdimension" o architecture orms anintegral part o brand identity: corporatedesign is supplemented by a similarlydistinctive lighting concept.

Corporate lighting and scenography

Successul "corporate lighting" conceptsstand on two ootings. Firstly, they rely onlighting moods and lighting eects withbrand associations, the crating o which is

a complex task or which it is advisable toenlist the services o a proessional light-ing designer. Secondly, they are basedon a selection o luminaires that conveythe relevant brand image through theirdesign. Lighting tasks can generally beaddressed in a number o ways, and theappearance o the solutions can contrastsharply: integrative installations with light-ing tools incorporated in the ceiling on theone hand, additive solutions on the other.Favourites here power track systems with

spots and individual luminaires such asstandalone or pendant luminaires makea positive statement that is shaped by thedesign o the products.

Salesrooms today are designed to ocusconsumer attention on the shopping orbrand experience. To do so, they use sce-nographic tools to shape shop contentsand themes into a coherent dramaturgy.One o those tools is light, an intangiblemedium that allows space to be restruc-

tured and redesigned time and again.

Functional versatility

Shop lighting perorms a whole range ounctions:

It attracts attention to light advertising

elements, shop windows and entranceareas.

It structures the salesroom into unctionzones, creates perceptual hierarchiesand highlights routes.

It optimises product presentation andsets the stage or special displays.

It ensures that the customer eels goodand especially in ashion and cosmeticstores looks good.

It provides a vehicle or expressingbrand content and value through identity-

heightening "corporate lighting" and orcreating the right atmosphere to empha-sise seasonal themes such as changeso collection in the ashion industry.

Both cyclical changes like that and thetask o addressing consumer emotionsare applications or dynamic lighting,which acts as a spatial, temporal andatmospheric design tool. Lighting controlallows a sales foor, or example, to bedivided into dierent zones by brightness

levels programmed to create speciclight scenes. Coloured lighting is also parto the toolbox, its applications rangingrom the subtle to the dramatic rom thepastel-shaded backdrop o a shop windowto vivid beams o accentuating colouredlight. Thanks to its sheer versatility, lightcan thus literally bring brand merchandiseto lie.


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LED acade lighting

Visual impact at night [09]: Articial lighting shapes the

ace o our cities at night not only in back-lit messages,

logos, XXL posters, etc., but also by illuminating acades.

Eective acade and building lighting plays an important role

in the corporate lighting concepts o the retail trade; it sends

out a long-range signal and lends visual emphasis to the

architecture o the building. A building may, or example, radi-

ate light rom within through a transparent shell or may be

externally illuminated to highlight decorative acade elements,

a building axis, window reveals, etc.. Luminaires or outdoor

use need to be impervious to wind and weather and must

thus be specially designed to guarantee eective protection

against dust and moisture, or example, as well as UV resist-

ance and thermal stability. Because the outer shell o a tall

building generally presents access problems that make lamp

replacement a costly operation, the light sources used should

have a long rated lie. So it is not surprising that LEDs are

increasingly superseding neon lighting and other conventional

lamps as the light source o choice or acade illumination.

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Parking acility, acade and entrance lightingAt night, the appearance o the outdoor space that orms the context o a retail store or shopping mall strikes amagical note. Dierentiated lighting solutions underline the character o buildings and their entrances and thuscombine to create a unique lighting dramaturgy or the urban environment.

Since the triumphant march o the neonsign at the beginning o the 20th century,illuminated advertising and lighting eectshave been an integral part o the noctur-nal ace o the city. Apart rom classical,eye-catching illuminated signs, acade

and building lighting plays an increasinglyimportant role here. Emblematic architec-ture is used to direct consumer attentionto stores and commercial oers on busydowntown streets or to draw visitors romaar across the anonymous space o abusiness park. There are two options here.Firstly, architecture can be illuminatedrom inside through a transparent buildingshell a solution popular or shop windowsand interiors close to acades. Secondly,solid or opaque acades can be illuminated

in a range o ways by exterior luminaires lending subtle emphasis to architecturaldetails or making a dramatic statement withdynamic, colourul event lighting.

Highly dierentiated

Vertical suraces in the urban environ-ment play a major role in shaping squares,streets and buildings. For psychologicaland aesthetic reasons, acade lighting isan important element o urban night-time

lighting. Dierent types o acade requiretailored lighting concepts to emphasisethe qualities o their architecture. Just as

buildings look dierent in daylight, dier-entiated lighting solutions can be devel-oped to crat a distinctive appearance atnight. As a matter o principle, opaqueacades need to be treated dierently romtransparent buildings. Apart rom planar

illumination o solid acades, there is alsothe option o accentuating the contours othe building or o individual structural com-ponents. With glass architecture, however,the impression o a gleaming core can becreated by illuminating specic suracesinside the building. During the day, theinterior o such buildings is hidden romview by refections on the glass due tothe high illuminance o daylight. At night,however, transparent buildings gain depthas a result o the visible dimensions o

their interior space. With lighting control,programmed scenes can be automaticallycreated to cast acades in the desired lightin response to photoelectric sensors ortimers.

Calling card

Entrances which are the calling card o abuilding at night also merit attention. Aswell as highlighting architectural elementsor guidance systems, lighting can be used

here as either a primary or secondary toolor creating atmosphere and acilitatingorientation. The simplest way to harness

[12] Windows bathed in coloured lightmake the store an eye-catching sight atnight.

[14] The vibrancy o the interior lighting

is carried outside by large foor-to-ceilingwindows, lending the store a magneticattraction.

Outdoor and indoor parking acility lighting

Road saety irst [11, 13]: Accessing shopping streets necessitates indoor and outdoor parking. Here, because moving

and parking vehicles encounter both pedestrians and cyclists, road saety has priority. As trac loads increase, so

too does the risk o accidents. That rising risk is countered by tailored, dark-zone-bridging lighting, which addition-

ally acilitates orientation and recognition o vehicles, persons, boundaries and obstacles. Lighting also gives users a

greater sense o security and guards against crime. The requirements or outdoor parking acility lighting are met by

column luminaires with high-precision light-controlling optics. Metal halide lamps or LED modules with electronic

operating gear make or an economically ecient lighting installation. Adequate brightness inside indoor parking

acilities is provided by T26 or T16 fuorescent lamps; electronic ballasts ensure energy-ecient operation, which can

be enhanced even more in multi-storey car parks by daylight-dependent lighting regulation.

light or visitor guidance is to ensure ahigher level o lighting at the entrancethan in the adjoining parts o the build-ing. A carpet o light outside an entranceextends a welcoming invitation to visitors.Additional diuse lighting, e.g. provided by

wallwashers, lightens shadows on acesand thus creates an agreeable basis orcommunication at the door. Glancing lightcan be used to set dramatic accents.Route and step lights make or saety onthe approach.

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Showcase lighting or shop windowsA shop window establishes a link between a store and passers-by in the street. Its ascination is based to alarge extent on tailored lighting that can be quickly and easily adapted to meet the needs o requent changeso window dressing.

Eye-catching light accents, marked con-trasts, calculated use o light and shade,deliberate choice o light colours theseare characteristic eatures o high-qualityshop lighting. They are also the criteria orshop window lighting, where the chal-

lenge lies in attracting the attention opassers-by not only at night but also dur-ing the day in bright sunlight. This callsor dierent levels o illuminance. Shopwindow lighting design also needs to takeaccount o the brightness o surroundingareas, e.g. that o the next shop window,as well as refections o passing trac oracing buildings that could be a source ovisual intererence.

Eective and fexible

Brightness contrasts turn viewing lightinto display light, making merchandisestand out rom its surroundings anddirecting the eyes o passers-by to it.

Simultaneous oreground and backgroundlighting makes or dierent levels o per-ception and thus emphasises the deptho the shop window. For these lightingtasks, power track systems have provena popular and fexible lighting tool. The

spots can be quickly and easily mounted usually without tools at any point onthe track and repositioned as required.They are normally swivel mounted topermit dierent angle settings and canbe tted with lters or special lightingeects. These luminaires which alsomake a design statement thus providean ideal basis or the precise illumina-tion and showcasing o any new display.Spots additionally demonstrate theirstrengths in "modelling" shop window

dummies with light by accentuating thegures rom above, rom below and romthe side. Today, LED media walls are usedto provide a background design or largeshop windows but stage technology is

also harnessed or the purpose. Colouredlight and projections as well as dynamiclighting sequences open a wide range opossibilities or generating attention andatmosphere.

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[15] Calculated use o light and shadebrings a shop window to lie.

[16] Brightly lit, the shop window standsout clearly rom its surroundings.

[17, 19] Power track systems haveproven a fexible lighting tool or shopwindows because the spots can be quicklyand easily mounted at any point on thetrack and repositioned as required.

Light colour in shop windows

Daylight [18]: Daylight changes during the course o the

day, rom very warm tones in the morning and evening to

cool tones around 6,500 K at mid-day. This very high colour

temperature is ound perectly agreeable as long as we are

outdoors. Indoors, however, warmer colour temperatures

between 2,700 K and 4,250 K are preerred. The choice de-

pends ultimately on the merchandise displayed and the nature

o the presentation. Cool light colours over 4,000 K suggest

reshness and dynamism, warm light around 3,000 K makes

or brilliant colours and at 2,700 K creates a cosy atmosphere.


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Lighting Special: Lighting terminologyThe terms 'lamp' and 'light' are oten conused. Lights are what the industry today calls luminaires but they arerequently reerred to in common parlance as "lamps". A lamp is actually only the light source, i.e. the tmentthat emits light inside a luminaire. Other terms used in lighting are also improperly understood. The ollowingdenitions shine light into the "darkness".

Basic lighting variables

Luminous fux is the total power or quan-tity o visible light radiated in all directionsby a light source. Measured in lumen (lm),

luminous lux takes account o the bright-ness sensitivity o the human eye.

Luminous ecacy indicates how muchluminous lux a light source generates romthe electricity it consumes and is thus ameasure o light source eiciency. The unito measurement is lm/W. Any comparisono luminaires on the basis o lm/W alsoneeds to take account o ballast losses.

Luminous intensity I, measured in can-

dela (cd), is the amount o luminous fuxradiating in a particular direction and isdened as luminous fux per solid angle. Itis signicantly infuenced by optical controlelements such as refectors. The radiantcharacteristics o a luminaire are illustratedby an intensity distribution curve (IDC).

LuminanceL is the brightness o a lumi-nous or illuminated surace as perceivedby the human eye. The unit o measure-

ment candela per square metre (cd/m)indicates the degree o luminous intensityover a dened area o that surace. Theluminance o an illuminated surace de-pends to a large extent on its refectance.

IlluminanceE indicates how much lumi-nous fux rom a light source alls on agiven surace. Expressed in lux (lx), thisvariable is used or dimensioning interiorlighting; standard values or dierent appli-cations are set out in DIN EN 12464 Parts1 and 2 "Light and lighting Lighting orindoor and outdoor work places".

Refectance

Refectance which depends on colourand surace inish indicates how much othe luminous lux that strikes a surace isrelected. The brighter and/or smoother thesurace, the greater the relectance andthe brighter the surroundings as a result.With white walls and ceilings, relectancecan be as high as 90 percent.

Glare

Glare reduces visual perormance andvisual comort and can thus impair visibil-ity. Direct glare is caused by luminaires or

by very bright daylight. Glare can also becaused indirectly by light refecting romshiny suraces. In luminaires, light sourcesare shielded along lines o sight.

Light colours

The light colour o a light source deter-mines the atmosphere in a room. Thedening variable is the colour temperatureo the articial light source, expressedin kelvin (K). Low temperatures make or

warm lighting, higher ones or a cooler am-bience. The most widely used light coloursare warm white (below 3,300 K), neutralwhite (3,300 to 5,300 K) and daylight white(over 5,300 K). Warm white light is pre-dominantly used to emphasise reds andyellows. Blues and greens are accentuatedat higher temperatures.

Colour rendering

The colour rendering index Ra indicates

how accurately colours are rendered byarticial lighting. Under the light o a lampwith a R

arating o 100, all colours look

perectly natural. Colour rendering indexdepends largely on the spectral composi-tion o the articial light, i.e. on the typeand quality o the light source. Halogenlamps have the best R

arating o all (100);

metal halide lamps, fuorescent lamps andenergy-saving lamps achieve very goodratings between 80 and 90.


Maintained illuminance is the averageilluminance that needs to be maintainedas a minimum at all times. During thelie o a lighting installation, illuminance20

410 532

Operating time in years

AverageilluminanceE

Illuminance on installation


System illuminance

without maintenance

licht.de


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[20] Maintained illuminance is the localaverage illuminance at which system main-tenance is required. Example: maintenanceinterval 3 years.

decreases due to ageing and soiling olamps, luminaires and room suraces. To

compensate or that decrease, new light-ing installations need to be designed or ahigher illuminance value (value on installa-tion). The lighting designer takes accounto the decrease in illuminance by applyinga maintenance actor:

maintained illuminance =maintenance actor x value on installation

Maintenance actor

The maintenance actor MF is dened asthe ratio o maintained illuminance to thevalue on installation and is the producto our actors: lamp lumen maintenanceactor (LLMF), lamp survival actor (LSF),luminaire maintenance actor (LMF) androom surace maintenance actor (RMF).According to CIE 97:2005, a maintenanceactor o 0.7 should be applied to lightinginstallations in rooms subject to normalaccumulation o dirt. However, the issueo maintenance actors is not relevant in a

retail environment because the illuminancevalues ound in shops are generally muchhigher than those required by standards.Even so, lighting system maintenance alsoplays an important role here.

Light output ratio

Light output ratio is dened in DIN EN13032-2 "Measurement and presentation ophotometric data o lamps and luminaires Part 2: Presentation o data or indoor and

outdoor work places" as the ratio o theradiant luminous fux o a luminaire to theluminous fux o the tted lamps. In thecase o direct/indirect luminaires, the com-ponents "Down Light Output Ratio" (DLOR)and "Upper Light Output Ratio" (ULOR) arealso specied, permitting identication othe distribution o a luminaire's radiant lumi-nous fux in the lower and upper segments.

CE mark

The CE mark the acronym stands or"Communaut Europenne (EuropeanCommunity) is a condition or placingproducts in the single market o the Euro-pean Union. It is applied by manuacturersand importers on their own responsibility

i.e. without verication by a neutral testingagency to certiy that their products meet

the "essential requirements" o relevantEuropean directives and standards.

ENEC/VDE test mark

The ENEC mark EN or European Norms,EC or Electrical Certication is theEuropean approval mark or luminaires. InGermany, it is awarded in conjunction withthe VDE symbol.

Where products display the VDE/ENEC

symbols, they can be assumed to conormto the current state o the art and thus meetthe requirements o the German Equip-ment and Product Saety Act (GPSG). Thenumeral ollowing the ENEC mark is a keyto the name and location o the certicationinstitute. As well as inspecting products,VDE engineers also monitor production.

GS mark

The GS mark shows that a product con-orms to the German Equipment and Prod-uct Saety Act (GPSG) and the relevant EUdirective. Awarded by authorised certica-tion agencies, it is based on product saetytesting and an assessment o whetheroperating instructions are clear and com-plete. The GS symbol may be used only inconjunction with the logo o the certiyingbody (e.g. VDE, TV). Control audits areconducted to maintain certication. Thesemay involve monitoring production acilities

or checking product modications againstthe unit tested.

Degrees o protection

The degree o protection assigned to itemso electrical equipment such as luminaires

indicates their suitability or use in dierentenvironmental conditions (see table). TheIP code (Ingress Protection) consists otwo numerals: the rst reers to protectionagainst solid oreign bodies and particles,the second indicates the degree o protec-tion against water and moisture. For exam-ple: IP44 identies a luminaire protectedagainst solid oreign bodies larger than1 mm and against splashwater. A capital "X"in place o one o the two numerals meansthe degree o protection is not specied.

Classes o protection

Classes o protection indicate how lumi-naires are protected against electrical shock(short circuit). In line with DIN EN 61140(ormerly DIN VDE 0140), electrical equip-ment is divided into three classes o protec-tion and identied by dierent symbolsaccording to the environmental conditionsin which they are used and the measurestaken to protect them. In a retail context,

most o the luminaires used need to meetClass I requirements, i.e. be designed orconnection to a line-side PE conductor.

More inormation and links on standards,test marks and saety are ound atwww.licht.de.

Codenumer-als

1st code numeral: Protectionagainst oreign bodies andcontact

2nd code numeral:Protection against water

0 non-protected non-protected

1 protected against solid oreignbodies > 50 mm

protected against drippingwater


protected against drippingwater when 15 tilted

3 protected against solid oreignbodies > 2.5 mm

protected against spraywater


protected againstsplashwater

5 protected against dust protected against jets owater

6 dustproo protected against poweruljets o water

7 _ protected against temporaryimmersion

8 _ protected againstprolonged submersion

...m


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Recommended light colours

Food lighting [21, 22, 23]: Food lighting needs to take

account o more than just product sensitivity to heat orinrared (IR) and ultraviolet (UV) radiation; care must also be

taken to ensure "appropriate" light colours. Fruit and vege-

tables come in a wide range o colours and call or a warm

light colour and very good colour rendering. The reshness

o red and white sh varieties is emphasised by warm-tone

and cool lighting respectively. With meat and sausages,

which have a high red content, the white o the at content

needs to remain visible. Filters perorm this selective task. A

warm light colour is right or yellow cheese, a cooler colour

or white varieties, while a gold lter or refector casts

bakery products in a perect light. Only cream cakes are an

exception; they require a white light environment. LEDs areavailable in light colours precisely tailored to the lighting

task as well as being UV- and IR-ree.

Lamps recommended or resh ood lighting

licht.de

Fresh andprocessedmeats

Fish Cheese Fruit andvegetables

Bakery andconectioneryproducts

LED

Economy

Lighting quality

Product protection

Metal halide lamps

Economy

Lighting quality

Product protection

High-pressure sodium vapour lamps

Economy

Lighting quality

Product protection


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Lighting or resh oodsWith ood lighting, it is particularly important to emphasise the quality and reshness o the produce on display.The right lighting, careully designed to render intrinsic colours accurately, ensures that the items on show lookappetising. This is "honest" use o light, not "embellishment".

Product presentation in a ood store ismainly about stressing the reshness othe products on sale. Their characteristiccolours can be excellently emphasised bylight, which is thus an important sales pro-motion tool. Light sources with a high col-

our rendering index and "appropriate" lightcolours ensure that the colours o productson display are rendered accurately and notdistorted. At the same time, it is vital to takeaccount o the specic characteristics othe oods themselves, e.g. their sensitivityto heat or to inrared (IR) and ultraviolet(UV) rays. Light sources with a high bluecontent, or example, deliver more high-energy radiation than those with more redin their spectrum. Apart rom the use olters, adjusting illuminance and exposure

time can provide the saeguards neededor careul ood management.

Consumers expect "honest" lighting andgladly return to shops where not only thequality and reshness o the ood but alsothe atmosphere is right. A lighting schemethat makes ood look better than it is,however, produces only short-lived prots.Because dierent product groups eaturedierent ingredients, a dierentiated ap-proach to lighting is always required. The

most widely used light sources are metalhalide lamps, high-pressure sodium vapourlamps and LEDs, with fuorescent lampsused or additional lighting in counters anddisplay cabinets.

High requirements

But LED technology is making appreci-able headway as a source o solutionsor ood store lighting. The advantagesit oers such as directional light in a

virtually IR- and UV-ree beam and lightcolours specially created or the dier-ent product groups are rapidly drivingsemiconductor lighting orward in the reshood sector. It particularly scores pointsor outstanding operational characteristics

in a cool environment, longevity with lowloss o luminous fux and the sheer rangeo LED lighting design options. What ismore, switching requency has no impacton an LED's liespan and luminous fux isdelivered instantly on activation so LED

solutions can also be used or emergencylighting.

Thanks to these characteristics, LEDs areincreasingly winning a place in the oodsector. Apart rom being used in reriger-ated cabinets, e.g. or dairy products,packaged meats or cheese, they areliterally predestined or the task o castingruit, vegetables and bakery products inan appetising light. Here, particular lightcolours are showing their potential. The red

tones o meat and sausages are empha-sised but the white o the at content stillremains visible. Bread and bread rolls lookgreat in oven-resh gold light and resh shon a bed o glittering ice becomes the staro the show in deep-reeze cold white.

Potential o LED light

High-pressure sodium vapour lamps arethe light source o choice today or bakeryas well as resh and processed meat light-

ing. But the uture belongs to LED modulesspecically designed to cater or the dier-ent oods.

Thanks to new salesroom lighting solutionswith tailored brightness distribution curves,the illuminance in counters and on rearwall shelves can be reduced by 15 to 20percent. In such cases, light is ecientlydirected onto vertical product space, leav-ing a need or only low-level lighting onhorizontal suraces. Higher contrasts give

presented products a considerably moreattractive appearance, so the accentuatedshel lighting perectly partners the ecientLED lighting in counters. The resultinghigh-contrast lighting solution can cut en-ergy consumption by around 40 percent.

Because o the greater distance betweenluminaire and product, the LED solutionsavailable at present cannot yet replace thehigh-pressure sodium vapour lamps usedto illuminate meat reezers. However, thereis an alternative that is almost 50 percent

more energy-ecient: the metal halidelamp with ceramic burner, spectral colourcorrection lter and UV/IR protection.

Promising route

LED solutions or resh ood counters notonly take account o the heat and lightsensitivity o the dierent products; theyalso prevent processed meats rom turn-ing grey and cheese rom sweating sothey minimise product loss. What is more,

because LED luminaires generate lessheat than conventional lamps, the energyrequired or closed-system cooling can besignicantly reduced. This lowers operatingcosts and makes a contribution to climateprotection and sustainability. LED systemsthus oer all-round benets, so the higherinitial outlay is airly quickly recouped.


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24

25 26


19/5619

Textiles and ootwear

Mall

Checkout

Wines and spiritsHousehold

Cosmetics

Fruit and vegetables

Bread and cakes Ser vice counter

Freezer chests

Fresh and processed meats

Supermarket lightingFoodstus are not the only everyday products that need to be attractively presented in a supermarket. Inthe drive or energy eciency and sustainability, "energy-reduced" lighting concepts and LED solutions areincreasingly making a mark.

Supermarkets play a key role in meeting lo-cal demand or ood and beverages, mosto them also carrying drugstore articlesand other everyday commodities. Factorso competition are not just range, productquality and service but also a welcoming

atmosphere or shoppers. Special accentsare set here by resh ood sections display-ing ruit and vegetables as well as servicecounters or cheese, resh and processedmeats, sh and delicatessen products. Butsel-service cold shelves stocked with milk,dairy products and pre-packed resh oodsas well as reezer cabinets and islandsshould also be attractively presented. Theaim, thereore, is to cast all these dierentshop areas in an appetising light.

However, instead o raising lighting levelsever higher and making stores brighterthan their competitors, many supermarketoperators are currently doing the opposite.Sustainability programmes have beenlaunched at many stores, ocusing onresponsible product range managementas well as economical use o energy andresources. And with more energy ecientlighting solutions, connected loads canactually be reduced by hal.

The way to lower energy consumption ispaved by switching rom general lighting

[24, 25] Shel-oriented lighting or ac-centuated product presentation makes dowith less lux than a room-related luminairearrangement which has a positive impacton shop operating costs.

[26] Strategically positioned spots make

or an impressive product presentation.

[27] Supermarkets play a key rolein meeting local demand or ood andbeverages, drugstore articles and othereveryday items.

to accentuating product presentation andby the advent o LED systems or reezercabinet and product counter lighting.The pre-wired systems with coordinatedcomponents i.e. LED modules, mount-ing plates, lenses and converters are

specially designed to cater to the needs oood stores and supermarkets.

Eective showcasing

The "shop in shop" principle is increas-ingly being adopted or wine, drugstore,ruit and vegetable, household, textileand ootwear sections as well as orreezer cabinets and islands, sel-serviceprocessed meat cases and even servicecounters. This calls or lighting that is

always specically tailored to the relevantstore arrangement.

For accentuated product presentation, thecontinuous rows o luminaires are posi-tioned parallel to shelves. Light is thus castonly where it is really needed: merchan-dise is brightly illuminated, aisles and cir-culation areas retreat into the background.Light distribution tailored to the geometryo shelves ensures attractive product pres-entation and makes it easy or shoppers to

survey the range. This lighting task is ad-dressed, or example, by continuous rows

27

o linear fuorescent luminaires combinedwith easily adjustable spots with metalhalide lamps.

Shel-oriented lighting also makes or moreeconomical lighting. Compared to a planar

lighting solution, it requires considerablyewer luminaires, so the connected loadis minimised. In so-called "green shops",loads o less than 12 W/m have actuallybeen achieved. The result is a substantialreduction in energy consumption andoperating costs.

Freshness as a distinguishing eature

Fresh ood sections play a particularlyimportant role in shaping a supermarket's

commercial success. Although the perish-able nature o the products they accom-modate presents a risk, the margin onthem is an interesting one or the operator.So what the operator wants is to empha-sise the colours o ruit and vegetables,the appetising appearance o meat inthe counter display and the crispness obread on the shelves and thus "seduce"shoppers into making sales-boostingspontaneous purchases.


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28

The requirements that need to be met bylighting are diverse. As well as address-

ing the task reerred to above, lightingneeds to be highly cost eective and mustnot shorten the shel lie o the products.Shopper attention is generated not byaccentuating high illuminance but by theright lamp or LED light source and a lightcolour that underlines the intrinsic colour othe relevant products: light with very goodred rendering characteristics or resh andprocessed meats, a gold tone or bakeryproducts and cool white or sh.

Deep reeze lighting

LED lighting or reezer and rerigeratedcabinets makes product presentation adelight or the eye. Lighting characteristicscan be precisely attuned to the product bystrategic positioning and the use o lenseswith dierent beam angles.

Value added is produced by outstand-ing operating perormance at low andsub-zero temperatures in terms o higher

luminous ecacy and ull luminous fux onactivation. In contrast to fuorescent lamps,a cool "climate" lengthens the liespan oLED modules, so no maintenance is re-quired during a reezer cabinet's lie. LEDsolutions have very low energy consump-tion ratings. They also radiate very littleheat, so rerigerating and air-conditioningrequirements are lower and an even betterenergy balance is achieved.

[28] On the one hand, checkout arealighting should direct shoppers' eyes to in-

teresting products; on the other becausethe checkout is a workplace it alsoneeds to meet ergonomic requirements.

[32] LED-based rerigerated cabinetlighting reduces the amount o heat to bedissipated.

Under certain circumstances, it may bean option to replace existing T26 fuores-

cent lamps with so-called LED light tubes.Anyone considering such an exchange,however, should check whether the newlight source is a retrot lamp or a so-calledconversion lamp, which requires theluminaire to be re-wired. In any event, thereplacement must always be carried outby a proessional. The existing luminairesare optically and electrically tuned or usewith fuorescent lamps. Replacing themwith LED light tubes changes the way theluminaire distributes light and may also

aect electrical reliability. The test mark as-signed to the luminaire is not valid or thiscombination.

Boosting sales at the checkout

Checkout area lighting needs to meet tworequirements. On the one hand, it shouldattract customers' eyes to interesting prod-ucts, thus providing a "distraction" thathelps make queuing an agreeable experi-ence and also encourages impulse buy-

ing; on the other, the checkout is a work-place and has ergonomic requirementsthat need to be met to enable sta to ocuson their assigned tasks and work withoutmaking mistakes. The choice o luminaireor the task area needs to take account oboth refected glare rom shiny suracesand direct glare caused by lamps.

Emergency and saety lighting

Emergency lighting systems [29] are a required in

many public buildings, commercial premises with

salesrooms and places o assembly to permit orienta-

tion in the rare event o a power ailure rendering the

general lighting inoperational. Persons who are not

amiliar with the layout o the building can thus vacate

the premises saely. Saety and escape sign luminaires

enable escape routes to be located and ensure swit

access to ire extinguishers and saety equipment. This

reduces the risks or people in the building, prevents

panic and saves lives. DIN EN 1838 stipulates the

need or at least 1 lx horizontal illuminance along the

central axis o an escape route at least 2 m wide.

29


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32

33

30 31

Saving energy with aisle-oriented lighting

Room-related or aisle-oriented lighting [30, 31, 33]: Continuous rows with special

specular optics arranged parallel to shelves increase the amount o light alling on

merchandise and improve energy eiciency. Figure 30 shows continuous rows o

luminaires running at right angles to shelves, illuminating them rom above and thus

consuming energy to produce light that is not needed. I luminaires are suspended

along the centre o the aisle (Fig. 31), the light is cast onto the merchandise and into

the aisle. No light alls unused on the top o the shelves. With a 1.80 m wide aisle

running between 40 cm deep shelves, this improves energy eiciency by around

40 percent. The lighting can be optimised by relectors which tailored to the

geometry o the aisle direct twice as much light onto the lower shelves as onto the

upper ones. The light distribution curves show maximum emittance at angles between

15 and 50, which ensures that shelves are uniormly illuminated rom top to bottom

and aisles are shielded rom glare.


22/5622


[34] For shel zone lighting, the distancebetween light source and shelving system

should be around a third o the roomheight.

[35] Continuous rows o luminaires withselected refectors are particularly good ataccentuating shelves and merchandise.

[36] In peripheral zones, swivel-mounteddownlights are excellent or casting prod-ucts in a promotional light.

35 36

34 licht.de


23/5623

Shel, aisle and wall lightingIn any shop, lighting needs to address a number o tasks. Basically, it should create an agreeable andinteresting ambience and direct shoppers' eyes to the merchandise on sale. The dramaturgy or this is basedon dierent brightness levels and selective accentuation.

Shop lighting solutions need to perorm avariety o tasks rom general lighting tohighlighting products and marking routes.Ultimately, the actors that determine thelayout o a store and the arrangement olighting ttings are cost and energy e-

ciency. With planar lighting, luminairesare distributed evenly throughout the roomand are not directly assigned to specicsales area urnishings. This acilitates re-arrangement and re-zoning o the room butprovides no accentuating light or mer-chandise. Rotatable and swivel mountedluminaires trained on shelves or displayttings are used to direct shoppers' eyes.

Because o the uniorm spacing betweenluminaires, planar lighting makes or aneat, uncluttered ceiling but because parto the light alls on the shelves rom aboveand is not available or product presenta-tion, it requires a large number o lumi-

naires and lots o lux. This results in highenergy consumption.

The energy ecient alternative consistso continuous rows, swivel mounteddownlights or spots arranged parallel toshelves. The merchandise on show isbrightly highlighted, aisles and circulationareas retreat into the background. Thisdramatic product presentation not onlyenables the customer to survey the rangeswitly; because there are only a small

number o luminaires, it also makes orparticularly economical lighting. Light allsonly where it is needed.

Special attention needs to be paid to theends o shelves. Where light sets the rightaccents, gondola heads become valuableorientation points and locations or specialpromotions.

Enhancing appeal

Highlighting merchandise adds variety andgenerates more customer attention. Thebest results are achieved with preciselyangled spots with beams tailored to thesize o the illuminated objects. At the sametime, care should be taken to select a lightcolour that suits the products on display.High-tech equipment, or example, re-quires a cooler atmosphere, leather goodscall or a warmer light. Thus emphasised,colours make an eective vehicle or con-veying (brand) messages.

Special promotions require a specialdramaturgy. Whether the items on oer aretextiles, mobile phones or white goods,shoppers' eyes can be directed and theirperception and assessment o the oer

crucially shaped by supplementary ac-cent lighting. Linear luminaires integratedin shelving a solution mostly ound indrugstore and cosmetic sections are avery good choice or generating attention.However, they can present a high heat

load. LED solutions are the answer here.

High luminous ecacy, colour constancyand excellent colour rendering makemetal halide lamps with ceramic burnersa convincing tool or shop lighting. LEDsnow also bring a much better perormanceprole to the task, making them a suitablesubstitute or low-voltage halogen lampsin particular. Because product displaysare oten rearranged, continuous rowseaturing a combination o linear fuores-

cent luminaires and easily adjustable metalhalide spots show their potential here. Thebrilliant light accents they set alleviatesthe monotony o the otherwise uniormillumination.

Spatial perception

Sense o space can be enhanced by lightfooding through walls. It acilitates orienta-tion and at the same time conveys a senseo distance. However, it can also make a

shop interior seem dark. One option hereis to highlight logos, emotion images andocal points evenly with wallwashers orwide-angle spots. This solution also makesor better orientation over large distances.The type o lighting required depends onhow aisle zones are used. e.g. whetherspecial promotions are staged there or not.

Gondola head lighting

Ends o shelves [37]: The ends o shelves are

eminently suitable or presenting special oers.

Known as gondola heads, they acilitate the location

o certain product groups and help shoppers' get

their bearings. Furnished with accentuated lighting,

gondola heads also become eye-catchers, directing

attention to "highlights" and contributing to the

shopping experience. Spots or downlights with metal

halide lamps are recommended or this task. A more

economical solution is provided by linear luminaires

with luorescent lamps and special relectors that

illuminate both the main aisle and the vertical

suraces o the gondola heads.

37


24/5624


Lighting Special: Basics o lighting designCrating lighting concepts or shops is a complex task. It involves selecting rom a huge range o products andbrands and developing the right lighting dramaturgy or them. Other actors that need to be considered includeunctionality and energy consumption optimisation.

will be. Technical aspects are an impor-tant consideration but so are aesthetics,eciency, ergonomics, corporate identityand, last but not least, sales psychology.

Stagecrat or success

Lighting solutions are a undamental parto an interior design concept and shouldt seamlessly into it. Apart rom thephysical environment, two key aspectsrequire attention: the target group and theproduct and its history. This is becausethe aim, in eect, is to set a stage or adrama in which the (potential) customersthemselves are protagonists.

The "script" contains scenes crated by

light scenes o delight, rapture and se-duction. Light sends an invitation to comecloser, to enjoy a pleasurable experience,and it can direct our eyes. So lightingperorms a number o tasks rom route-marking and orientation to accentuationand presentation. And the lighting drama-turgy is correspondingly complex.

38

Developing a lighting concept or a shopor brand environment is always a chal-lenge or the lighting or interior designerbecause there are no standard recipes.This is due, or one thing, to the sheerrange o applications: lighting solutions

are required or discounters, boutiques,Michelin star restaurants, exclusive hi shops, shopping malls and departmentstores. In each case, what is needed isa distinctive (lighting) identity refectingthe commercial ocus o the retail environ-ment or the brand message presented.For retail chains, in particular, individualstore and marketing concepts need to beconsidered and combined with other ele-ments to make a new coherent statement.

Considering that our brain receives80 percent o all inormation about ourenvironment rom our eyes and that thepercentage would be zero without light, itis hard to overestimate the importance oa thought-through lighting solution. But itis not just quantity that matters; quality olighting plays an absolutely key role. Theearlier a lighting designer is involved in ashop lighting project, the better the result


25/5625

39

Focusing on human needs

It is becoming increasingly popular toharness daylight or retail premises notonly because o daylight's stimulatingimpact and guarantee o excellent colourrendering but also because incorporat-ing it into an articial lighting schemehelps minimise energy consumption, heatload and air-conditioning costs. Naturallighting is dynamic, i.e. it changes duringthe course o the day. In a shopping mallwith low daylight incidence, this circadi-an rhythm and its invigorating eect can

be restored by articial lighting.

Lighting concepts are as diverse as thearchitecture o the retail premises orwhich they are developed. Brightnesslevels are zoned or dierent unctions.However, consideration needs to be giv-en to human perception. Light directedexclusively onto the foor, or example, is"wasted" at least where foor coveringsare dark because people predomi-nantly pay attention to vertical suraces.

Generally nished in light colours, thesesuraces instantly convey a dierentsense o brightness and space whenilluminated. This is because the humaneye does not perceive illuminance; itregisters only luminance, which is mainlydetermined by the light refected bysuraces.

Brightening peripheral areas gives thema certain "pull" and makes or swit ori-entation in a room. Room suraces with

a high refectance improve the overalleciency o the lighting installation.

Indirect lighting systems, luminous ceil-ings or cove lighting such as are otenound in boutiques or shopping malls

oer sucient luminance or the eye andat the same time create a bright, cheerul

atmosphere.

Variety or more attention

Unlike in other applications, such asoce lighting, it is not advisable to workwith a uniorm lighting level in a sales-room. On the contrary, what is requiredhere is dramatic and theatrical design.

Lighting eects with an element osurprise help make shopping a sensory

experience. The range o options is ex-tensive: light rom below, glancing light,monochrome light or light that changescolour, light trails, starry skies and theuse o gobos make or both variety and aproduct/brand-specic atmosphere. Theyare ound to extend the time a shopperspends in a store and to encourage con-sumer spending.

But the atmosphere generated by gen-eral (viewing) and accent (decorative)

lighting is not the only vehicle or commu-nicating the corporate identity o a shop.Equally important are the luminairesthemselves. Used as a deliberate stylisticdevice, their design and materials alsoimpact on the ambience.

There are many ways to cast merchan-dise in the right light: in a discount store,the solution may lie in uniormly bright,almost monotonous lighting. Dramaticproduct lighting with dierentiated bright-

ness levels, on the other hand, signalsexclusivity. Warm white light coloursconvey a sense o intimacy, neutral whitelight strikes a business-like note.

Functionality

Emotional aspects are one considerationbut unctionality also plays an importantrole in lighting design. Every salesroom isa workplace, so lighting needs to guaran-tee ocused, atigue-ree work and boostthe motivation o employees. This meansthat the illuminance values stipulated instandards need to be observed indeedexceeded to achieve a sales-promotingeect and both direct and refectedglare must be avoided.

Energy consumption minimisation isanother increasingly important topic, onewith implications or the choice o lightsources and lighting control systems orshop lighting.

[38, 39] The sheer range o retail opera-tions rom discount warehouses throughexclusive boutiques to department stores

means that developing lighting conceptsor shops and brand environments is al-ways a challenge. There is no such thingas a standard solution.


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40

41 42


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DIY centre lightingThe success o DIY and garden centres is due largely to their broad product range, which appeals not only toprivate customers but also to tradesmen, property caretakers and house builders. Clarity is promoted bylighting specically designed to provide guidance.

Spots with a warmer light colour andgood colour rendering characteristics aresuitable or this purpose.

To meet the special requirements o thetimber cutting station, luminaires need to

be specically designed or damp interi-ors and must also be dustproo.

Plants have special needs

Plants thrive best in daylight, so gardensections consist o an open, non-rooedsales area as well as a kind o green-house with a large glass roo. For energy-ecient general lighting, continuous rowso dimmable linear luminaires with narrow-angle refectors mounted at a height

o more than 6 m are thereore preer-able to high-bay refector luminaires. Adaylight-dependent control system addsarticial lighting as required. Spots aboveplant tables show o blooms to their bestadvantage.

The success o the DIY and gardencentre concept owes as much to breadtho range and clear product presentationas to competitive pricing and competentadvice. The result is a store that appealsnot only to the private consumer but also

to tradesmen o all descriptions, prop-erty caretakers and house builders. Thediversity o the product range calls orshelves o dierent designs and heights,because small items such as screwsand wall plugs cannot be displayed inthe same way as sanitary ware or doors.Lighting needs to cater or those di-erentiated displays in order to generatea sales-promoting atmosphere. Accessto the product displays is normally via acentral aisle up to 6 m wide, uniormly illu-

minated by high bay refector luminaires.Rounding o the visual experience aregondola heads, which can be accentu-ated by spots.

Extremely dierentiated

Because product presentations requentlychange, the lighting solution or the sales-room needs to be fexible. What is more,

luminaire mounting heights o 56 mare needed to cater or pallet racks orheavy load shelves lled by hand or orklit. A uniorm background brightness isprovided by continuous rows o luminaireswith narrow-angle or double asymmetri-

cal refectors or highlighting productson all shelves at the same time. Productlighting needs to ensure adequate verticalilluminance to generate attention. Addi-tional lighting in the shelving system itselenhances the appeal o the products ondisplay.

The initial outlay or continuous rows o lu-minaires is greater than that or the planarillumination achieved with high bay refec-tor lights. However, the shel-oriented,

accentuating concept cuts energy costsby as much as 30 percent.

Bathroom displays call or high-qualitylighting that is both brilliant and fexible.So do displays o small urniture items,carpets and wallpapers. Such lighting canbe adjusted to cater or changing pres-entation concepts and, at the same time,is visually distinct rom the shel lighting.

[40, 41] Continuous rows are suitableor most lighting tasks in DIY and gardencentres.

[42] Spots with metal halide lamps bringout the colours and textures o wood.

[43] The wide range o products sold inDIY and garden centres appeals not only tothe private consumer but also to tradesmeno all descriptions, property caretakers andhouse-builders and is thus a guarantee osuccess. 43

Outdoor area

Cold house

Garden centre

Bathrooms/sanitary ware

Central aisle

Homewares

Building materialsTimber cutting station

Checkouts/entrance


28/5628


Furniture store lightingIn urniture stores, it is particularly important to use light to create a eel-good atmosphere and make the visitto the shop an experience. This extends the length o time shoppers spend in the store and makes them morelikely to make a purchase. So the lighting needs to appeal to emotions.

The urnishings market is a crowdedplace nowadays; urniture houses acetough competition. At the heart o everysuccessul strategy is the need to moti-vate customers, who are wooed by largestores with anniversary oers, discount

campaigns, etc., and by exclusiveurnishing houses with special quality oservice. However, to lengthen the timevisitors stay in the store and increasetheir willingness to buy, it is even moreimportant to provide a stimulating atmos-phere. An inviting ambience that is bothenergy-ecient and tailored to appeal tothe relevant target group is the primaryoperational requirement or a urniturestore today. Optimised luminaires andcareully selected lamps meet that re-

quirement.

For large display areas, the number oluminaires required means that the ocusis mainly on economy, i.e. luminaires aregenerally simple models tted with ener-gy-ecient light sources. Stores targetingcustomers or modern designer urniture,however, require a more sophisticatedand versatile lighting concept one inwhich the luminaires used underline theemphasis on quality.

Generally speaking, the higher the qualityo the urniture, the more customised anddierentiated the lighting concept needsto be.

Enhancing the experience with display light

The luminaires that provide the back-ground brightness need to be supple-mented by rotatable and swivel mountedspots or lighting accents. Positioned on

power track or installed as recessed orsurace-mounted models, they providethe high fexibility needed or chang-ing collections and displays. Withwallwashers, attention can be directedto product presentations in peripheral

zones. Cove lighting and indirect lightingbounced o ceilings oer more optionsor creating a bright, welcoming roomatmosphere.

But luminaires are also among the exhib-

its in a urnishing store display. Per-ectly embedded in the domestic scenespresented, the pendant luminaire overthe dining table, the reading light fank-ing the soa and the table luminaire onthe sideboard help customers make theirdecisions.

Light colours attuned to the product pres-entation set o the colours o the itemson display to good eect. Neutral whiteor cooler light colours create a gleaming

business-like atmosphere or timeless de-signer urniture eaturing glass, chromeand other high gloss or refective materi-als. Warm light colours with a higher redcontent, on the other hand, lend them-selves to creating a homely atmosphereor classical urniture with lots o woodand or oriental carpets. Dynamic lightingwith changing light colours oers twoadvantages: it can arouse special interestand it can realise a mood change, e.g.or a new presentation.

For home textiles and carpets, whichneed to be rendered as naturally aspossible, colour rendering characteris-tics play a crucial role. UV and IR ltersensure that materials such as leather,abrics and veneers are not exposed toharmul rays that could cause them toade or crack.

Careully orchestrated by appropriatelyangled spots, light and shade can be

harnessed to emphasise and draw atten-tion to surace structures. At the sametime, however, care must be taken toavoid dazzling the customer by ensur-ing that spots are not aligned with mainlines o sight. However, refected glare on

shiny suraces can be deliberately usedas a stylistic device to accentuate certainitems.

Energy eciency and economy

In the case o large sales areas whichgenerally have to make do without day-light the energy eciency o the lightingsolution is a particularly important consid-eration. (Compact) fuorescent lamps andmetal halide lamps are economical op-tions here. But cost eectiveness is alsoinfuenced by other actors: dark coloursabsorb light while light colours refect it,so a room with light-coloured suracesrequires considerably less light than aroom with dark ones.

Energy can also be saved by regulatinglighting, e.g. with a daylight-dependentcontrol system in (usually glass-panelled)entrance areas or with presence detec-tors that enable lighting to be activatedonly when it is required. An accentuatedlight guidance system may be a moreecient solution than uniorm, monoto-nous-looking brightness. In lowering theconnected load, it also reduces the heatthat needs to be dissipated by the air

conditioning system.

[44, 45] In areas with incident naturallight, energy can be saved by daylight-de-pendent regulation and by using presencedetectors to activate lighting only when it isrequired.

[46] Rotatable and swivel-mountedspots mounted directly on the ceiling orattached to power track not only urnishaccentuating light but also provide the highfexibility needed or changes o collectionor decor.


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45 46

44


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Pay point lighting

Shopping experience [47, 48]: Every shopping

experience ends at the payment counter. And that

last impression is almost as important as the rst one

because it sticks in the customer's memory. So special

attention should be paid to the design o the pay point

and the lighting plan or it. A single decorative luminaire

o striking dimensions and design or a group o daintier

models catch the eye and make a pay point easier to

locate. Light distribution characteristics should be se-

lected to meet the workplace requirements o a cashier.

The luminaires above the payment counter also act as a

stylish addition to the salesroom lighting, which is ullygeared to the product presentation and rounds o the

eel-good atmosphere.

48

47

Textile store lightingThe success o a new boutique depends crucially on a combination o things shop concept, interior designand lighting solution. As well as targeted use o general, accent and eect lighting, energy eciency andeconomy are increasingly important topics.

Light can be used to structure interiorsand create atmosphere. But it takes morethan light to lend a distinctive characterto a boutique it takes a combinationo shop concept, interior design andlighting solutions. And there is no "right"

or "wrong" way to go about it; the key tosuccess lies in image and impact. Chainand brand stores consciously exploit thisact by developing "corporate lighting".Basically all the general shop lightingrules, such as prioritisation, zoning, etc.,need to be observed to take account othe dierent applications. Shop windows,entrance, decoration zones, verticaland horizontal product presentations,

checkout areas, rest zones, stairs, lits,changing cubicles and the large centralsales area are structured with light. Thehigh-contrast, accentuated presentationlighting in the shop windows, or exam-ple, creates an atmosphere o suspense

in combination with relaxing, uniormsalesroom lighting. Decoration pointsalways require intense directional light.This produces an interplay between lowand high illuminance, between light andshadow. The human eye perceives theswitch between light and dark and isstimulated by it. Nothing is more a-tiguing or our eyes than monotonousuniorm light.


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50

Changing room lighting

Changing cubicles have special lighting require-

ments [49, 50]: Customers eel particularly good in a

changing room i luminaires are positioned to the let

and right o the mirror and emit even, diuse light. The

light sources should have irst-class colour rendering

characteristics. The same requirements apply to all

room situations with mirrors in a salesroom: adequately

diuse brightness with good colour rendering quality

makes everyone "look good" in an outit. Directional

spot lighting rom above, on the other hand, emphasises

"every little wrinkle".

49

Accentuated lighting appeals to ouremotions and makes shopping an

experience. The higher the contrastso an illuminated area, the more arrest-ing the space and merchandise. A keyactor here is the appeal o modelling avital device that makes light visible andcontrast possible. I background bright-ness is lowered thus reducing energyconsumption clear accents can be seteven with very little light; in such an envi-ronment, a spot with a 20 W metal halidelamp seems very intense. The presenta-tion is urther emphasised and con-

sumer appetites aroused by coloured,dynamic light.

Specically selected

Selecting the right light distribution,beam angle and light colours and choos-ing a luminaire design appropriate orthe store underline the statement that asalesroom makes. In the ashion sector,

excellent colour rendering is especiallyimportant to ensure easy recognition o

colours and textures.

Light colours, in particular, are a simpledramaturgical tool or presenting gar-ments to specic target groups. Warmlight with colour temperatures depend-ing on light source between 2,500 K and3,500 K have a spectrum with a higherred content, so all merchandise eaturingshades o red is emphasised and a more"homely" atmosphere is produced.

Cold light, on the other hand, has a morepronounced blue spectrum and has acolour temperature o around 4,000 Kas neutral white and between 5,400 Kand 6,500 K as daylight white. Cool lightmakes colours look more neutral, espe-cially blues and greens, and a room radi-ates a crisp, resh dynamism.

Awareness o the impact o light coloursenables a salesroom to be structured

with light. With a lighting control system,there is also the possibility o modiy-ing colour temperatures to cater or achange o collection or seasonal theme.Hence the growing investment in lightingcontrol across the retail sector; it oersthe chance to programme light scenesor scenographic eects even in timesequence or retrieval as required.Standardised protocols such as DALI orDMX make or simple management.

Designing with light

Because collections change, lighting so-lutions or the ashion and textile industryneed to be fexible and oer scope orscenographic design.


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Power track systems with swivel-mounted

and rotatable spots are particularly suit-able or this purpose. However, ceilingintegrated systems such as lighting chan-nels or coers can be supplemented by(ocusable) recessed or directional spots.

In an exclusive ashion boutique, as inany store, merchandise, presentation andlighting need to be careully coordinated.Wallwashers can be used to set the sceneor product shelves or vertical displays.Spots with dierent beam angles de-

pending on the size o the display ttingsand presentation areas as well as roomheight and distance rom the merchan-dise can be angled to provide perectaccentuating light. Accessories such assculptural and Fresnel lenses or specialrefectors e.g. which broaden the beamalong an axis to create an elliptical pool olight set specic ormal accents on g-ures, display islands, product tables, etc..And they do so with only a ew luminaires.Light sources delivering a brilliant light

are eminently suitable or presenting shinymaterials or accessories. The general ruleis: the better a luminaire is designed orthe task, the ewer luminaires are neededoverall, so investment and operating costsare minimised.

Refectors or eect

Refectors are important components orormal lighting design, i.e. or directinglight onto walls, ceiling, foor or merchan-

dise. The range includes symmetrical,asymmetrical and axially symmetricalrefectors (round) as well as refectortrays (angular), narrow-angle and widefood refectors, ocusable refectors andinterchangeable refectors. Depending onrequirements, light can be ocused to ac-centuate a detail or spread wide to provideuniorm illumination. It can create rhyth-mically visible pools o light on walls orprovide perectly homogeneous illumina-tion or a particular area. Here, luminaires

with interchangeable refectors have theadvantage that they can be easily adaptedto cater or changing scenarios at anytime even ater installation.

Eciency and economy

Energy eciency and sustainability i.e.also cost-eectiveness are increasinglyimportant topics in ashion store light-ing. Illuminances are still very high in theashion retailing sector today and couldbe reduced by more accentuated productlighting or greater energy eciency. Thetarget or product lighting is set at lessthan 20 W/m or large areas and under35 W/m or small areas.

The number o luminaires required de-pends crucially on the lighting technologyused, especially on the light output ratio othe luminaires. This depends, in turn, ona number o actors such as l ight source,refector, heat dissipation, lampholdertolerance and ballast. Basically speaking,the better the quality o the components,the higher the luminaire eciency and thegreater the amount o light made avail-able. Today, however, account needs tobe taken o not just the individual luminaire

but the lighting solution as a whole because lighting control enables energyto be saved e.g. by adjusting the light toambient brightness or programming it ordierent scenarios at dierent times.

Provided in the right place and the rightlight colour, in the required quantity andwith a light distribution curve appropriateor the task, lighting turns a sales area intoan exciting space. Good lighting con-cepts also make optimal use o energy or

lighting atmosphere. Proessional lightingdesign is the key.

High-perormance LED modules with up to3,000 lm luminous fux and a lighting eectcomparable to a 35 W metal halide lampare now showing their potential. Markedimprovements are also being noted inlight colours and colour rendering. What ismore, because the inrared (IR) and ultra-violet (UV) content o LED light is minimal,LED light sources are sae or illuminating

even the most sensitive merchandise ondisplay and open up new dimensions inproduct lighting with their wide range odesigns.

Miniaturisation is also naturally a topic with

20 W and 35 W metal halide lamps, whichmake smaller spot and luminaire designspossible. The combination o ecientrefectors, good light output ratios exceed-ing 80 percent and adjustable lamp ocuscapability results in low-energy lightingwith outstanding modelling characteristicsor high-impact presentation.

However, establishing economic viabilityinvolves looking at more than just energycosts; installation costs, maintenance

costs and lamp replacement costs overthe entire lie o an lighting installation alsoneed to be considered. Which is why itmatters whether luminaires are easy toinstall, whether refectors and lamps canbe replaced without tools and how long thelamps' lie is expected to be.

Light as a key to success

Interest in lighting has increased in recentyears. Light is no longer just a necessary

accessory; it has become a ully fedgedelement o interior design. Accent and e-ect lighting combine with general lightingto create a customised, holistic lightingsolution which orms an excellent basisor choreographic dramaturgy or the per-ect showcasing o the ascinating world oashion.

[51] Light is a tool or designing interiorsand creating atmosphere large, project-specic luminaires set additional accents.

[52] Wallwashers eectively set the stageor product shelves or vertical displays.

[53] Metal halide lamps have carved aniche in retail lighting as a result o their bril-liant light and excellent colour rendering.


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54 55

Lighting Special: Eciency and cost economyEnergy eciency and sustainability are important objectives promoted by the German government. Butmeasures that can improve the energy balance o a lighting installation also reduce operating costs and thuscontribute to commercial success.

summated under the heading "Total Costo Ownership" (TCO). To establish the mostenergy-ecient and economical lightingsolution, every investment decision shouldbe based on this lie cycle cost view.

At the same time, it should be remem-bered that both energy consumption andmaintenance costs are infuenced by userbehaviour.

Complete reurbishment vs. retrotting

In view o the high cost o investing in anew lighting installation, many decision-makers wonder whether it might not becheaper and thereore more sensible toexchange only the components that aect

energy eciency, such as ballasts and re-fectors, or even to replace only the lamps.At rst glance, this seems a tempting idea.However, a luminaire is a system, andthe components o that system are bothelectrically and physically tuned to worktogether.

What is more, when individual componentsare exchanged, the luminaire loses its VDEcertication; responsibility or its reliabilityreverts to the operator. Where refectors

are exchanged except using kits oeredby the manuacturer o the existing instal-

[54] Percentage breakdown o lie cyclecosts or luminaires with dierent lamps

assuming an operating lie o eight years, aburning time o 4000 h/a and an electricityprice o 0.15 /kWh.

[55-58] Breakdown o energy costs byconsumer in the ood, textile, DIY andurniture trades.

In the case o a new lighting installation orwhen an old installation is reurbished, onlythe investment costs are normally consid-ered not the operating costs. This ap-proach is catastrophic because operating

costs are crucial to the overall economyo an installation over the ull course o itslie. Given that the average economic lieo a lighting installation spans eight to tenyears, energy costs add up to around 240 - 300 per 50 W connected load as-suming an operating time o 4,000 hours ayear and an electricity price o 0.15 /kWh.Where the economic lie o an installationis indeed this long, its operating costsare generally considerably more than theinvestment costs.

Where installations are over-dimensionedor components ineective, there is everylikelihood that considerable potential oreconomies exists. That potential can beestablished by a precise analysis o costs.Energy costs and maintenance costs, inparticular, mount up. The latter includethe costs o replacing lamps, spare parts,cleaning soiled refectors, louvers andenclosures as well as disposal costs. Allthe costs presented by a lighting installa-

tion i.e. investment and installation costsplus energy and maintenance costs are

Percentage breakdown o lie cycle costs Breakdown o energy costs in the ood trade

licht.de


Lighting Air-conditioning Heating Rerigeration Other Acquisition Energy Maintenance

Luminaire with compact fuorescent lamp

Luminaire with metal halide lamp

Luminaire with LED technology

Luminaire with low-voltage halogen lamp


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56 57 58

lation luminaire light distribution is otenaected, so the original lighting design

values are no longer valid. The changesin lighting parameters may even resultin certain values, e.g. or illuminance orglare limitation, alling below the minimumstipulated in standards, thus underminingthe standard compliance o the lightinginstallation.

Adapters or T16 lamps or voltage reduc-tion systems or reducing the energyconsumption o existing installations shouldalso be viewed in a critical light. Such solu-

tions are rarely advisable because they pri-marily lower the lighting level. What is more,the lamp adapters do not always properlyguarantee electrical reliability.

Expertise is required here to ensure thatreplacing individual components is notultimately more expensive than completereurbishment.

Renewal as opportunity

When modernising lighting installations,it is advisable to adopt a standardisedmethod. Crating a successul solution in-volves proceeding chronologically througha sequence o steps rom a quick scanand stock-take through a ull scan andcomparison o reurbishment options tobenchmarking.

A quick scan permits a supercial estimateo savings potential to be made on thebasis o the existing installation, i.e. light

sources, refectors and electrical gear,operating time and operating costs. It also

permits assessment o the easibility ocontrol options where adequate daylight in-

cidence is present and provides pointers tothe "correct" level o illuminance, which hasa signicant bearing on energy consump-tion. Even i the motto "light lures" is a majorconsideration in shop design, backgroundillumination should be kept to a reasonablelevel and extravagant light accents shouldnot be too numerous.

The stock-take establishes how manyluminaires are installed, how much poweris consumed, how high the maintenance

costs are and whether the installation meetspresent-day requirements, including stand-ard stipulations. The scan calls or a de-tailed tally o all luminaires as well as guresor variables such as operating hours, costo electricity, maintenance requirements,etc.. The result presents an accurate pictureo the current state o aairs, especiallyas regards connected load, surace area,illuminance and operating time.

For the design and comparison o energy

ecient alternatives, high priority needs tobe given to the systematic assessment oselected products on the basis o eciencycriteria. Light output ratios are particularlyimportant. Once the design work is done,every component o the lighting solution isdened. The next step is to establish theproject-specic operating conditions, sothat the lie cycle costs o the old installa-tion can be compared to those o the newone and any variants that may be con-sidered. This indicates the energy-saving

potential and the payback time o theinvestment.

Benchmarking comparison with bestpractices provides an opportunity to

identiy the scope or increasing eciency.It is best here to engage the services o anenergy consultant.

Breakdown o energy costs in the textile trade Breakdown o energy costs in the DIY trade Breakdown o energy costs in the urniture trade

Source: EHI Retail Institute Source: EHI Retail Institute

Lighting Air-conditioning Heating Other Lighting Air-conditioning Heating OtherLighting Heating Other



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Upmarket specialist store lightingThe overall impression made by architecture, urnishings and lighting signicantly shapes the shoppingexperience and thus also the buying mood o the shopper. So lighting that is nely tuned to the merchandiseon display plays an extremely important role in retail design.

In the world o retail design, there is astrengthening trend towards individual-ism. That is to say, the ocus is not on someperceived trend in design but on the relevantbrand message. The identiying aspects othe brand, including corporate identity, need

to be brought to lie in the shop and experi-enced by the customer. The overall impres-sion made by architecture, urnishings, mer-chandise and lighting signicantly shapesthe shopping experience and thus thebuying mood o the shopper. Interior designneeds to be attuned to the range on display.Select jewellery, designer spectacles, high-end audio equipment and ne leather goodsall require a dierent am

Documents

licht.wissen 06 "Shop Lighting - Attractive and Efficient"