Open Dialogue on Fashion Retail_Workbook

8/6/2019 Open Dialogue on Fashion Retail_Workbook

http://slidepdf.com/reader/full/open-dialogue-on-fashion-retailworkbook 1/31

Open Dialogue

on Fashion RetailPhilips Lighting Workbook



3 Thedialogueisnow

KeynotesbyFilipjanDepauw

4 Thebrightfutureofretailshopping

‘Newtrendswilldeterminetheshoppingexperience’

byMarianSalzman

1 0 Inspiringconceptscreateconsumerdesire

Successfullightingandinteriordesignscontribute

toincreasedsales

14 Visionaryproposals:

Theenormouspotentialoflightingmoodsanddisplays

2 4 Thestorycontinuesoncethestorecloses

‘AninterviewwithHermanKoningsaboutthenew

challengesintheretailarea’byAnnekeBokern

28 Howtoachieveoperationalefficiency

Designandlightingsolutionsneedtobeadaptableand

flexible.Acommitmenttofurthersustainability

32 Visionaryproposals:

Newform-factorsandcontroltools

forcustomizedlightingsolutions

3 8 FashionPeopleLight

Significantenergysavings,intelligentcontroloptionsand

spectacularcolourplaysopenupnewworldsinthefashion

retailsector.LEDsdriveinspirationalstoredesigns

4 4 Futurescenarios:

Whenlightandmaterialbecomeone

Newtechnologiesandideasforfuturelighting

5 0 Impressionsfromtheworkshops

Snapshots,trendsandinspirationsfromtheworkshops

heldinHongKong,NewYorkandLondon

53 Participants

54 Imprint

Content



The dialogue is nowPhilips Lighting

Webelieveretaillightingisasourceofempower-

ment;whenusedtoitsfullestpotential,itmakes

merchandise,brandsandbusinessshine.Flexible,

efficient,high-qualitylight,poweredbyenabling

technologies,helpsretailerscommunicatetheir

identitiesinawaythatishealthyfortheirbusiness,

relevanttotheirconsumersanditmaximizesthe

shoppingexperience.Lightingilluminatesandshows

theway.

Itisatruesalestoolthatmakesthemerchandise

standoutandshine.Anditcandosomuchmore.

Webelievelightingcanenhanceformandfunction

andimprovesafetyandsecuritywhilecreating

flexiblespacesthatadapttothetaskathand.

Andithelpscompaniestoachievesustainability

goalsthatcommunicateunderpintheircorporate

responsibility.

The retail lighting industry is

undergoing a remarkable

transformation in which Philips

plays an active and leading role.

Todetect,understandandactuponregionaland

globalretailtrendsPhilipsisinaconstantdialogue

withexpertsaroundtheglobe.Revenueenhance-

ment,agreatershoppingexperience,ahigher

operationalefficiencyorjustsimplificationaresome

ofthehigh-levelthemescovered.Togetherwith

architects,lightingdesignersandretailspecialists,

wedevelopabasisfordiscussionandnewap-

proaches.Ourfascinatingtechnologydevelopment

willenablesomeoftheseroutesandbringthemto

life.Thisworkbookcapturesideasandresultsfrom

threeworkshopsheldinLondon,HongKongand

NewYork.Wewanttosharethemwithyouandso

triggernewopendialoguesthatwilldriverelevant

andinnovativeretaillightingsolutions.

The time is now, let us redefine

retail lighting together

FilipjanDepauw

GlobalSrDirectorRetail

a global company, Philips has taken on the task of improving people’s health

d lives with meaningful innovations. Our aim is to develop, in collaboration

th retail experts, the right solutions for people and brands.



The bright future of retail shoppingMarian Salzman

obal and local structures, smartphone-facilities and augmented-reality-tools:

cording to Marian Salzman, trend scout and social media expert, new technologies

l create new retail narratives. Taking advantage of the hybrid of virtual and

al-world elements, stores need an intelligent, progressive approach to design that

ables future strategies and changes.

Thebr ightf

Astheeconomiccloudsclear,wecanseeabitof

retail’sfuture.Socialmediaandareturntolocal

communityareputtingretailstoresinastrangebut

excitingplace.What’sneedednowisanintelligent

approachtoretailthatissupremelymindfulofthe

customer,maybeeventoagreaterextentthana

store’sproduct.Theriseofconsumersocialcon-

sciousness,theincreasingimportanceofreal-time

communications,theblurringofpublicspacesand

thespreadofsocialmediaintoallaspectsoflifeare

wrenchingmuch-neededchangeandinnovationinto

retail.Herearesometrendsdefiningretail’sbright

future.Stayingaheadofthemwillincreaseprofits

andstrengthenbrandequity.

Retail is on the move

Pop-upisarecenttrendthat’sconsideredatactic

forbeatingasoureconomy.Buteventhatideahas

beengettinganewtwist:Storescanbephysically

moving.There’sanaestheticandvalues-basedshift

thatdemandsflexibilityinstores.Ascrossover

marketingbetweensectorsbecomesmoreneces-

sitythanoption,andassocialvaluesareparamount

inallpartsofpubliclife,storesmustbepreparedto

transformthemselvesatamoment’snotice.They

havetobepreparedtomorphandtofacilitatenew

campaigns,ratherthanbeingimpedimentstothem.

Retailoperatorsshouldlooktoastoredesign(and

operation)builtonmodularbuildingblocks.The

world’smostadvancedandcomplexkindofdesign–

high-technavyshipconstruction–hasalready

reapedthebenefitsofmodulardesignandisableto

updatecomplexspacewithoutwholesalerenova-

tion.Storeswillmoveinthesamedirection.Based

onblocksthatcanbemovedandbuiltwithchange-

ableLEDpanelsthatallowforinstantredesign,a

store’sconceptwillshiftfrompermanentglassand

drywalltoacollectionofmovablebrandfeatures.

The corner store

Retailstoreshavelongofferedatheorizedversion

ofthe“average”person’sdesiredshoppingexperi-

ence.Butinaconsumerworldthatrejectsthe

notionofhumanmedian,andisseeingtheriseof

hyperlocalization,thisdoesn’tflyanymore.Differ-

entpeopledon’tjustbuydifferentthings;theysee

differently,smelldifferentlyandgenerallyperceive

differently.Designingastoreaswellasaproduct,a

campaignandcustomerserviceprotocolsforapar-

ticulargroupisnolongerachoicebutanecessity.

Lightingisonekeytohighlightingastore’svisual

cuescreatedforitscustomers.Theaestheticflex-

ibilityofLEDwillhelpmodulateastore’ssignage

andinterioronceexecutivestargetanaudiencefor

eachoutlet’suniqueshoppingexperience.

graphicdesign



Thebr ight futureofretailshopping

gmented reality

netime,wewereallwonderingiflifewould

onductedthroughvirtualrealitygoggles(in

ualworldssuchasSecondLife,itsometimesis).

thetrendispointingtoahybridofvirtualand

-worldelements.Augmentedrealityisatwo-

street;shoppingonlineismorestore-like,but

ppingin-storemustbemoreWeb-like.Among

changesitwillbringtostores:accesspointsto

neinformationandproductsthatcancommuni-

interactively.Totakeadvantage,storesneedan

ligent,progressiveapproachtodesign,muchin

samewaythattheWeb2.0sitemustbeflexible

ughtoadoptevolvingmediatypesandfeatures.

e Zara Effect

hoppers cannot be sure that

mething that has caught their

e will appear in the store

ain – or can be found at another

ra store, even in the same city.

n the other hand, they also know

at everyone they meet will not

wearing it.”

Economist

ClothingretailerZaraiswellknownforitsfast

productioncycle,itseschewingoffashion’stradi-

tionalseasonsanditsscarcity-creatingstrategies.

Zara’sapproachisbold,especiallyinfashion.Butas

retailersinallsectorsarecateringtovariousdemo-

graphicssimultaneously,aswellaskeepingcurrent

withtrendsandnewtechnologies,theZaraEffectis

takingholdacrossretail.

TheBrightFuture:Atbazaar-typemarkets,longago

andnow,priceschangethroughouttheday.Prices

goup.Pricesgodown.Inthenearfuture,thepace

ofretail,asintheZaraEffect,coupledwiththe

powerofaugmentedrealitywillletindividualstores

”float”theirprices.Pricescouldchangedaily,with

micro-sales,evenbythehour.Aproductskyrocket-

inginpopularitycouldbeinstantlyfeaturedinall

stores’digitalmarketingdisplays,makingsureeach

storecanridethewavebeforetheproductloses

itslusterwithconsumers.Inshort,astore’sprices,

offeringsandmarketingmaterialswillchangeminute

byminute,inresponsetoreal-timeinformationand

withthepowerofLEDdisplay,digitaltechnology

andaugmentedrealityinnovation.

TheCornerStore

Different areas and concepts for different customers.

The Corner Store is the answer to differing customer

needs, with lighting being one way of highlighting a

store’s visual cues to consumers.

Glamour

Y o u t h Sporty

Exclusive

B a s i c

Corner Store



Thebr ight futureofretailshopping

Social media takes it all

Socialmediaisthenewfaceofretail.Asbrands

becomeadeptatusingit,themoresimpartedonline

mustbematchedandupheldin-store,reflectingthe

transparencyandresponsivenessofabrand’sTwit-

terstreamandFacebookpage.

Inpractice,thatmeansmorepeoplethanin-store

customerswillseestores.Customerswithcam-

eraswillbesnappingshotsandtakingvideo.Stores

mustbeprepared–smartlyorganizedandproperly

lit–forthesekindsofsocialmediaevents.Nothing

couldbeworseforaretailstore’simagethanadim,

grainyuservideothatmakesthestoreinteriorlook

likeanythingbutawell-appointedshop.

The total tie-in: It’s not new

technology. It’s a new narrative.

Noneofthesetrendscanbetakenoutofthecon-

text.Ascustomersconnectinstores,they’llcreate

micro-trendsastheyannouncetheirpurchasein

realtimethroughtheirsocialnetworks,provid-

ingimage-richdisplaysoftheirpurchasesbyusing

augmented-realitykiosksinthestore.Theirsocially

networkedfriendslikewhattheyseeandbuyit.

Theitembecomesmorepopularandwithinaday

thestore(evenifit’sjustthatparticularbranch)

receivesarefreshoftheitem,areal-timeadjust-

mentinpricebasedonintelligentanalysis(notlocal

guesswork)andadigitalupdateofmarketingmateri-

alstogeneratemoresales.

The new retail narrative continues.

ctor blurring

atwouldasupermarkettodaybeifitwere

oidofabankbranch,StarbuckskioskoriPod-

ensingmachine?Itwouldbelastyear.Today,

orblurringisbringingeverythingtogether.This

beenenabledbyothertrendssuchasaugment-

ealityandassessmentofwhatalocalconsumer

ts–notjustwhatastoreoffers.

alancebetweenthelocalandforeignconsumer

beachievedbystoreformat.Productsinstores

tsatisfytheneedsoflocalcustomers,butthe

ppingexperiencemustbenovelenoughtomake

uristwanttoparticipate(bybuying).

Marian Salzman

isanAmericanadvertisingandpublicrelations

executive.SheiscurrentlypresidentofEuroRSCG

WorldwidePRNorthAmericaaswellasamember

oftheholdingcompanyandEuroRSCGWorld-

wide’sExecutiveCommittee,withbrandreputation

oversightforthecompanyandkeyexecutivesglo-

bally.BorninNewYorkCity,shestudiedsociology

atBrownUniversityandtheHarvardGraduate

SchoolofArtsandScience.Salzman’searlycareer

focusedonthedevelopmentofnewresearchmeth-

odologies,fromslumberpartiesfortweenagersto

thecreationofCyberdialogue,toleveraginginstant

messagingandchatroomsforsocialresearch.Salz-

manwasthefirstadvertisingprofessionaltouse

onlinefocusgroupsandisknownasasocialmedia

experttoday.Sheistherecipientofnumerousin-

ternationalawardsandtheauthorofseveralbooks

onfuturetrends.



Inspiringconceptscreateconsumerdesire

glitteringworldofbrandidentity.Insidethestore

theyexperiencemoodsandsurprisesthatmake

theirencounterwiththebranduniqueandwin

themover.Consumers’attentionandwell-being,i.e.

theiractualexperiencesinsidethestore,arethere-

forekeydesignaspectsforfashionretailstores.If

thearchitectureandlightingdesignflexiblyreactto

thesechallenges,theylaythebasisforaconstant

dialoguewiththetargetaudienceandcontribute

significantlytoanincreaseinrevenue.

Thetrendofthepastfewyearshasshownhowthe

shoppingworldcanbecomeanexperiencecosmos:

pop-uporflagshipstorestransformsalesareasinto

stagesforencounters.Theyserveasidealsettings

forindividualitemsandthebrandlanguage,and

reactflexiblytothewishesandneedsofcustom-

ers.Twinklingceilinglightsandchanginglightmoods

lendanatmospheretoroomsandmakeentire

collectionssparkleinthebestpossiblelight.They

generateradiantsurprisesandcreateafeel-good

ambiencethatcanbepreciselycontrolledtoattract

shoppers.Flexible,software-controlled,LED-based

lightingsolutionstransformfashionworldsinto

nspiring concepts createconsumer desire

neandoffline–virtualandrealworlds:Intimes

creasingoverlapbetweentheseareas,thecrea-

ofstoreinteriorsneedtorealignthemselves,

efinetheirobjectives,andidentifyclearstrate-

forthefuture.Theaddedvalueoftherealshop-

worldcomparedtovirtualspacesremains:in

storethebrandbecomesamulti-layeredworld

xperiencethatcustomersassimilatesensually

directly,whethertheyareinthechangingroom,

kingcoffee,intheVIProomorlookingatthe

ewindow.Theimpactofindividualfashionitems

beenhancedbyskilfullydesigningthestore

riorasamulti-layeredbranduniversethatasks

etouchedandtriedon,encouragesconsumers

pendtimeinsideandarousestheircuriosity.

ppersimmersethemselvesinthiswayina

r fashion retailers a constant dialogue with their consumers is

ndamental for enhancing sales revenue. Clever lighting and interior

sign concepts can guide both this dialogue and the attention of the

get audience. The design challenge of the future will be to create a

angeable, multi-functional cosmos that transforms the store interior

o a unique stage for encountering and experiencing the brand.

seasonalworldsofexperienceandmakeuseofa

carefullytargetedsurprisefactorthatcanreactto

marketingstrategies.

Thepossibilitiesoflight-emittingdiodesarefar

frombeingexhausted,however.Theyleaveagreat

dealofscopeforthefuture:Howcanlighting

atmospheresbeemployedtoincreaseconsumers’

well-beingtoanevenhigherlevel?Whichspecific

lightingsolutionsoptimizethechangingseasonal

designscenariosdeterminedbyweatherconditions

andculturalfactors?Whicharetherighttoolsfor

transportingthebrandimagefromtheinsidetothe

streetoutside?Howcantheonlineshoppingworld

beinterwovenwiththerealworldtoformasingle

entity?Whichlightingeffectscanbeusedtobridge

stores’closingtimes?



Inspir ingconceptscInspiringconceptscreateconsumerdesire

“Abercrombie & Fitch is all

about the atmosphere and

the story, it is more like a

club design, loud music, all the

shoppers dancing. It’s really

about the brand, the story.”

EdNg,ABConcept,HongKong

“The shopping experience

needs to become more

interactive and personalized.

You need to surprise and

engage the shopper.”

VolkerKatschinski,DanPearlman

Markenarchitektur,Berlin

The future is now

GaleriesLafayetteinPariswelcomesconsumers

toasereneandharmoniousatmosphere

thatemphasisesluxury.Incooperationwith

interiordesignerBrunoMoinard,French

lightingdesignerYannKersaléhascreated

anundulatingluminousskyofwhiteclouds

inwhichlightandshadeinterplaywitheach

other.Theporcelainconchshellscontaintwo

eWPowerconelightfittingsinwarmorcool

white.Eachconchshellconsumesjust9W

whengeneratingthestunninglightingeffect.

Inspiring moods

TheAsiaPaintsflagshipstoreinMumbaiinvitesconsumerstous

withhundredsoflightssuspendedinanarchonaseriesofpedes

theirindividualcolourchoice.Motionsensorshiddenwithineac

oftheselectedcolourupthroughthearchwaylightsandacross

witharchitectsFitchfromSingapore,Mumbai-basedlightingdesi

havecreatedanentireinteractiveuniverseofstunningcoloureff

areembeddedinthesuspendeddisksattheentrance.Usingred,

themotionsensorsandtheLightSystemManagercreateconsta

Creating confidence

consumer’sdecisiontobuyaproductoften

pendsonaprecedingself-assuringlookinthe

rror.Forthisreason,EstéeLauderandPhilips

ghtinghavedevelopedavanitymirrorforfitting

omsthatgeneratessurprisingandinspiring

htingeffects.Usingaportablecontroller,

stomerscanadjusttheintegrateddiffuse

ont-lightingofthemirror.Creatingdifferent

mbiancesandsimulatingvariousmoods,the

htingenablesshopperstoproperlyseehow

productlooksonthem.Byselectingapreset

htingscene,thelightscanbebothnatural

dflattering.Thevanitymirrorthereforegives

stomerstheopportunitytocheckfuture

pearancesandtoimaginehowtheywouldlook

ndifferentoccasions.



Inspiringconceptscreateconsumerdesire

Visionary proposals

ontrolled and adjustable mood lighting and displays hold enormous

tential for the shopping world of tomorrow. Interactive tools, the

ssibilities of augmented reality, and social media will similarly provide

portant signals when it comes to the meaning and scope of these

ure lighting solutions.

Time of the day

Thewellbeingofconsumersdependsonmanyfactorsthatchange

accordingtothetimeoftheday.Withdynamiclightingmoods,the

storeinteriorcanstimulatenaturalbiorhythms.Theadaptablecolours

ofLEDpanelsinthelightingceilingandwallsarecontrolledbysoftware

thatcreatesdifferentmoodsfordifferenttimesoftheday.Inorderto

createhealthyambiences,thecoloursandatmospherechangefrom

morningtoafternoonandintheeveninghours.

Inspiringconceptsc

Seasonal concept

Tocreatetherightcontextforfa

storeinteriorreflectsdifferentse

atmospheres.Topresentthesum

collections,dynamiclightingproje

thewallsandceilingsimulatebeac

brilliantsunshine,forexample,w

thewintercollectionsthesystem

coolambiencethatincludeswind

Thereisnoneedtochangethew

interiorwhenseasonalprojection

usedtomerelychangetheatmos

creatingauniqueshoppingexperi



Inspiringconceptscreateconsumerdesire Inspiringconceptsc

Reinvention of the space

Lightingceilings,wallsandfloorscreatespecificpre-pro

fordifferentoccasions.Consumerswillre-experiencet

attractedbynewcolourambiencesthatcoincidewithth

settingsorspecialoccasionssuchasthewinterorsumm

controlledlightingsystemcreatesatailor-madeenviron

easilyadjusted.

imulating the weather

agineathunderstormorasunnyday–each

ndofweathercorrespondstoadifferent

shioncollection.Acomputer-aidedlighting

stemsimulatesthosemeteorological

nditions,sothattheceilingandthewalls

thestorechangeaccordingly.Theinterior

inforcestheeffectofaparticularfashion

llectionwithmatchingweathersimulations.

“The challenge in retail is to engage with the customer in a different way. You need to create an exclusive community thatrepresents the lifestyle of the target groupand therefore create a desire to belong.”VolkerKatschinski,DanPearlmanMarkenarchitektur,Berlin



InspiringconceptscInspiringconceptscreateconsumerdesire

Rating display Computer-aidedLEDdisplaysoffer

real-timefeedbackonthepopularityof

individualfashionitemstoconsumers,

revealingthenumbersold.Displayed

alongsidetemporaryspecialoffers,this

canmakethecustomer’schoiceeasier:

DoIbuythe“lesspopular”or“more

popular”shirt,ortheonebeingsoldat

thespecialofferprice?

AugmenshopwinWhataboutawa

curiositywhent

Whentheystan

window,aninte

enablesthemto

areasoftheinte

withavirtualsto

Theaugmented

expandsthecon

experiencedurin

ighting that tells a story shionitemsaremorethanproducts.They

wakendreams,drivetheconsumer’simagina-

onandtellstoriesaccordingtotheentire

anduniverse.Thelightingatmosphere

comesthekeydesignforthosestories:

fferentmoodsandcolourstelltheconsumer

oreabouttheshowcasedfashioncollection

dsetupapersonalrelationshipwiththe

and.Lightingwallsandspotsonsingleitems

eateastorytellingperformance.

Discovery lightingTemporaryspeciallightingforsingleshelves

canarouseconsumers’curiosity.Iftheshopper

isstandingnexttoarack,thelightingeffects

putthespotlightonsinglefashionitemsin

ordertoenhancetheshoppingadventure.Such

lightingcontrolturnsthestoreinteriorintoa

placeofadventureanddiscovery.



Inspiringconceptscreateconsumerdesire Inspiringconceptsc

Providing a stage consumers and fa

Sensingtoolscancontrolthespot

itemsandfollowthecustomeraro

ingbridgescontrolledbythesens

specificdirectionsandtospecially

experiencethebranduniverseas

discoverythatassignsthemVIPst

Individual retail store guidance

Onlineandrealstorescombinetoprovidecoherent

individualexperiences:asmartphoneappguidesconsumers

throughthestore.Theycaneasilyfindtheitemschosen

onlinebyfollowingtheguidingLEDlines,whichare

integratedintothefloorandactivatedindividually.

Thesystemsetsupacontinuouslyupdateddialogue

thatmergesonlineandreal-timebymeansofsmart

technologiesandLEDs.

“They have this VIP Room, so they have a totally different atmospherecompared with the store area.” AndyLeung,WorkTechtCorporation,HongKong



InspiringconceptscInspiringconceptscreateconsumerdesire

Magnetic light spots

Attachedtotheundersideofashelf,magnetic

LEDspotsprovideflexiblehighlighting.The

adjustablespotsilluminatetheindividualshow-

casedaccessoriesaccordingtotheirnumber

andindividuallocationontherack.Creatinga

brillianteffectondifferentfashionitemswith

differentcolours,themagneticspotsilluminate

thevalueandqualityoftheproducts.

Optical diffuser

Withanopticaldiffuserthatspreadsthe

LEDlightingsource,thewholeboardofa

shelfcanbebathedinbrightlightinginstead

ofhavinglighttargetedonit.Thebeam

shinesinalldirections,andthehiddenlight

sourceshowcaseseachiteminaluminoussurrounding.

Make me a star

Whentryinganewlook,consumersgetimmediate

edbackthroughsocialmedia.Whentheywear

vouritefashionitemsonaspecialplatforminthestore,

eirappearanceisratedandcommentedonbyawider

mmunity.Floodlightsandspotscreateacatwalkeffect.

hestoreitselfturnsintoastagethattransformsboth

nsumersandindividualfashionitemsintostarsona

rtualglobalplatform.

Lighting sensors

Imagineashelfwithanintegratedsensorthat

reactswhenmerchandiseispositionedinacertain

location:LEDspotsthatalwaysdisplayobjectsin

optimallighting,evenifyouchangetheirposition

orinsertnewitems.

“The Retail space becomes m

Lighting in combination with

can give different functions to

In the morning it is a coffee s

the day it is a store and in thebecomes a bar. Lighting can p

into the mood.”

LennartWiechell,Schmidbuber+PartnerA

CorporateDesign,Müchen/Berlin



Thestorycontinue

The story continuesonce the store closes

tail’, ‘pretail’ and ‘storytailing’ are the retail trends of the future, says Herman Konings,

wner of Antwerp-based trendwatching agency Pocket Marketing/nXt. While the members

the babyboomer generation seek experiences, their successors, the babybusters, are

ort on time and money. Augmented Reality can help retailers reach them.

Whichcurrentdevelopmentdoyouthink

willhavethebiggestinfluenceonretail

designinthenearfuture?

Decreasingsparetime.AndI’mnottalkingabout

thetimeyouspendtakingyourkidstotheden-

tistorpaintingthegardenfence,butrealtimefor

yourself.Infact,comparedto25yearsago,the

workingpopulationhassevenhourslesssparetime

perweek.

Howhaveweendedupwithlesstime?

Today,60%oftheworkforceareemployedinthe

knowledgeandservicesectors.Theyattendtraining

classesafterwork,taketheircomputershome,

checkemailsatthebreakfasttableandoftenlive

farawayfromtheirworkplaces.Work-relatedtime

hasincreasedconsiderably.Butatthesametime,

retailsurroundingsconfrontuswithfourtimes

moreproductreferencesthanin1985.Ayoghurt

brand,forinstance,canincludeplainyoghurtaswell

ascherry,strawberryandforestfruitflavours.That

makesfourproductreferencesontheyoghurtshelf.

Sowehavemoreoptionsbecausethere

aremoreproductvariations?

Yes,exactly.Andthefunnythingisthatthesurface

areaofretailspaceshasincreasedverylittleat

thesametime.Withinthesamefieldofvision,

we’representedwithfourtimesasmanyoptions

asbefore,buthavelesstimetochoose.Theresult

is‘choiceparalysis’,theinabilitytomakeachoice.

Anothernewsyndrome,closelyrelatedtochoice

paralysis,is‘continuouspartialattention’.People

aren’tabletofocusonanythinganymore,because

theydon’thavetime.Theyhaveaconstantsplit-

screenperspective.Allthisresultsinaneedfor

whatIcallthe‘newnormal’.

Andwhatexactlydoyoumeanbythe

‘newnormal’?

Firstofallsimplecommunication.Doyouknow

umbrellatoday.com?Normally,ifyouwanttoknow

whattheweatherwillbelikeinaparticularcity,

youhavetoreadaforecastandnevergetastraight

answer.Atumbrellatoday.comyoutypein‘Maas-

tricht’andget‘yes’or‘no’asreply.That’swhyIcall

thisthe‘ageof0-1-2-3’.0isthenumberofmanuals

aproductshouldneed,1isthenumberofbuttons,

2isthenumberofoptionsatatime.Neveroffer17

optionsatoncetotheconsumer!Therehastobea

choicearchitecture,madeupofdecisionsbetween

twooptionsatatime:leftorright,upordown.

3isthenumberofsecondsitshouldtakeuntila

problemissolved.

Sohowcanthisconceptbetransferredto

theretailworld?

Well,overthepastfewyearsallthebest-sellingand

most-appreciatedproductsinWesternEuropehave

been0-1-2-3-products.In2003therewastheiPod,

in2004Senseo,in2005Google,in2006TomTom,

in2007theiPhone,in2008BarackObama.

BarackObama?

Yes,becauseofhisclearcommunicationstyleand

hisapproachability.

Whichconsequencesd

normal’haveforretai

Retailinteriorsshouldalso

Choicearchitectureisimpo

structure.

Therealsoseemstob

lessglossyaesthetics.

‘newnormal’?

Yes,nofrills.Lean,simple.

hadblingbling,everythingw

abitoverthetop.Nowthe

bettertoevokeafeelingof

becauseitsuggestsclassine

hastoshowrespectforthe

fortime.

Whichconsumergrou

abouthere?The‘new

appealstoyoungerpe

notsomuchtotheba

That’sright,butdoyoukno

is?Atthemoment,thebaby

withthemoney.Compared

before1945,theyhave2.5t

powerpercapita.That’sbe

butalsobecausetheywere

doubleincomes.Nowthey’

lioninEuropealoneinthe

45hoursofsparetimeper

andtheydon’twanttobeo

upwithsex,drugsandrock

holiday,butalsotorestaura

theyliketospendtheirmo

generation:SpendingtheirK

graphicdesign



Thestorycontinue

Whatrolecannewtechnologiessuchas

AugmentedRealityplayinthiscontext?

AugmentedRealityisgoingtobebig.Accordingto

latestpredictions,80%ofWesternEuropeanadults

willownasmartphoneortabletcomputerby2015.

That’sveryimportantfortheretailsector.With

AugmentedReality,youcanpointyourphonecam-

eraatanobjectandgetinformationfromtheinter-

netaboutit.Thisiswhere‘intail’and‘pretail’come

intoplay.‘Pretail’iswhenconsumerscancheck

athomewhatthenewIkea-sideboardwouldlook

likeintheirlivingroom.InSwedenthat’salready

possible.Youputawebcamonthespotwherethe

sideboardwillstand,andtheimageappearsonyour

computer.

Doesn’tthatmakelifeevenmore

complicated?

Technologyisgettingmoreintuitiveallthetime,

more0-1-2-3.‘Intail’alsoofferslotsofpossibili-

ties.Ifretailershavelimiteddisplayspace,butmany

productreferences,theycanpresentonlyafew

basicreferencesfortheconsumertotouchandfeel,

andleavetheresttotheinternetorAugmentedRe-

ality.Anotherimportantconceptis‘storytailing’.No

matterhowstaticaproductis,customerswantan

experience.Shopshavetocomealive,offerwork-

shopsorperformances.Retailershavetomobilize

peopleviasocialnetworks,butoncethey’reinthey

shouldcreateanatmospherewithhumanwarmthas

itsfocus.Alog-offfeeling.Storytellinghelpsachieve

this.AsMarshallMcLuhansaid:“Thestorycontin-

uesoncethebookcloses”.Youmightalsosay:once

thestorecloses.

Interview:AnnekeBokern

Whatdoesthatmeanforthefollowing

generation?

Well,it’snotgoodnewsforthebabybusters.They

sufferfromchoiceparalysisandhaveneithertime

normoney.Babybustersmighthaveabettereduca-

tion,butnotnecessarilymorespendingpower.For

retailersthatmeansthey’redifficulttoreach.They

havenotimeandnomoneyforfunshopping.The

babyboomers,incontrast,havelotsoftimeand

arelookingforanexperience.Theretailsector

could,forinstance,reacttothiswithmoodlighting:

psychedeliccoloursonweekdaysforthebabyboom-

ers,andsoftercoloursattheweekend,whenthe

rest-seekingbabybustersgoshopping.

BabyboomersversusBabybusters

While the members of the babyboomer generation seek

experiences, the babybusters are short of time and money,

says Herman Konings. He thinks the decrease of spare time

will be the main current development which will have the

biggest influence on retail design in the near future.

Work-related time has increased considerably, but at the

same time, consumers are confronted with four times more

product references than in 1985. Augmented Reality can

help retailers to reach consumers.

graphicdesign

Herman Kon

born1964,isaprofessiona

ownerofBelgiantrendand

PocketMarketing/nXT.He

TheoreticalPsychologyfrom

ofLouvain(Belgium).In199

Marketingandstartedfocus

presentationsandseminars

resultedinnXT,athinktan

housefortrendsandforeca

researchandwork,Herman

tomanyinternationalresea

andsocio-culturalchange.

f lexist ant ia li sts med io rsdigital

aboriginals

seniors

0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 0

millennium kids generationslash-slash front-end

boomers

silentgeneration

stoïcgeneration

generation ‘Gap’

babyboomers

proto-boomers

e



HowtoachieveHowtoachieveoperationalefciency

TheuseofLEDscanreduceenergyconsumption

dramaticallyinday-to-daybusiness.CO2certificates

andthecradle-to-cradleprinciplemeanthatlight

isbecomingasymbolofauniversalcommitmentto

sustainability,somethingthatisbecomingincreas-

inglyimportanttocustomers.

Inrecentyears,“greenshowingoff”hasalso

becomeanincreasinglyvisibletrendinthefashion

retailarea.Lightingsolutionscanthereforeserve

toenhancetheenvironmentalcredentialsofare-

sponsiblefashionbrandandprovideevidenceofits

commitmentinthisrespect.Sustainabilityisshown

tomeanmorethanjustenergyefficiency,drawing

itsrelevancefromthetriad“people,planet,profit”,

andlinkingthesethreecategorieswithakeyvalue

thatshapesthebrandimage.

How to achieveoperational efficiency

ailstorescanchangetheirappearanceandthe

acttheyhaveoncustomersbyusingmodular

mentsandcustomizablelightingsolutions.LED

nologynotonlysavesenergybutalsoprovides

rbenefitsthroughitsoperationalefficiency.

programmedlightandcolourscenarioscan

asilycontrolledwithoutpriorknowledge,

programmedindividuallyorinsetsequences.

flexibilityanddurabilityofLEDsallowsfora

erangeofoptionalfutureusagepossibilities.

tlightsorpanelscanbeeasilyintegratedinto

rentspatialsituationssothatthelightcanbe

ptedinlinewithchangingindividualneeds.Inthe

ntofrenovations,alterationsorrelocations,new

ingsystemsareunnecessary,astheLEDlighting

mentscanbetransferredandadaptedtothenew

econcepts.Straightforwardinstallationalso

tatestheconversionofconventionalsystemsto

technology.

ores must be flexible in order to be able to respond to trends,

orporate customers’ growing social awareness, and implement

riable communication goals. LED technology not only saves energy

t also provides clear benefits through its operational efficiency

g. maintenance and longevity).

Thevariousaspectsofoperationalefficiencyin-

terlockinthecaseofLEDsolutions:Lowerenergy

consumptionmakesLEDscommerciallyprofitable.

Theycreateoptimalconditionsforchangingneeds,

andtransformastoreintoasustainable,responsible

environment.

ThefutureofLEDtechnologyliesindeveloping

furthertherangeandversatilityofitsapplications.

Modulesandplug-insystemsenabletailor-made

individuallightingsolutionstobeflexiblyadapted

andconstantlyreconfigured.Disposableluminaires

enablearangeofdifferentapplicationswhichcanbe

alteredorextendedonamodularbasisinlinewith

newspatialsettings.Newformfactorsandcontrol

mechanismstooenablecomplexperspectivesthat

PhilipsLightinghasdiscussedtogetherwithlight-

ingdesignersandarchitectsatthreeinternational

workshops.Farfrombeingexhausted,theinnova-

tivepotentialofLEDsinrelationtotheiroperation-

alefficiencyisonlynowstartingtobeexploited.




“Good lighting contribute

to the atmosphere I wan

I expect LED technology

more options”

“Variety and choice – these

are key things that relate

not only to lighting but also to the fashion industry”

TerryWaterhouse

Lighting example

Withadynamiclightingfacadethatdazzlesin

differentcolours,theRomanticLife-storein

Hanghzhousetsclearstandardsinfashionretail

design.TheconceptofSakoDesignStudio

includesdifferenttoolsforattractingcustomers

andkeepingtheminsidethestoreaslongas

possible–lightingleadsthewaytothedesignof

thebrand.Whereastheoutsideofthestoreis

illuminatedwithAmbiScene,iColorCoveQLX

andiplayer3givetheinterioritscharacteristic

fashionableatmosphere.

How lighting can generate profits

FashiondesignerPhilippPleinisknownforhisextraordinaryluxurycreations.

Munich-basedarchitectsMauritzDesignhavereinforcedthisimagewitha

minimalistinteriorforhisViennaflagshipstore.Itgivescustomersaclearidea

ofthebrandandsimultaneouslysetsthebenchmarkintermsofsustainability.

Inlinewiththeconceptofdisclaimingornaments,theatmosphereoftheretail

storeiscreatedbythelighting’simpactonthespace.Becomingpartofthiscool

ambience,customersareinducedintoconcentratingfullyonthefashionitems.

Inthecoolwhitesetting,individualvaluablefashionitemsarehighlightedusing

LEDspotlightswithaservicelifeof50,000hours.Integratedintotheshelves,eW

ProfilePowercoresspreadsmoothwhitelightontotheshowcasedaccessories

andalsosaveenergy.

nergy reduction

elightingschemeinDunnesdepartment

oreinIrelanddelivershighenergysavings.

oreover,theinstallationincludesaflexible

mmingandswitchingcontroloptionthat

ablescustomerstohaveacompletelynew

oppingexperience.TheSceneOnSystem

fersalargevarietyoftonesandcolours,

thitsmodularset-upallowingmanydiffer-

ttypesoflightsourcestobeintegratedin

generalorspecificway.IfRotarisinsteadof

nventionaldownlightersareused,theLight

astersystemcancreateindividualscenarios,

ththelightingeffectsineachcasealteredto

itthetimeofdayandseason–oreventhe

mbersofshoppersinthestore.




Visionary proposals

ture lighting will give retailers more options and increase operational efficiency.

ew shape factors and control tools will enable the creation of customized and

ly sustainable lighting systems.

Daylight integration

Thelightingsystemmakesuseofdaylight:Theraysofsunlightare

collectedanddirectedasnaturalradiatorsintothestoreinterior.Used

alongsideartificiallighting,daylightintegrationnotonlysavesenergy,it

alsosurprisescustomerswithnaturallightingandtruesustainability.

Saving energy

Lightingsystemsthatreacttocustomerfrequencycan

saveenergyinanintelligentmanner.Withintegrated

motionsensors,theLED-panelsturnoninfullwhena

customerenterstheshoppingspace,providingthemwith

thesensationofbrightness.Atnightincontrast,when

theretailstoreisclosed,thelightingsystemautomatically

shutsdowntoitsminimumlevel.



Howtoachieveoperationalefciency Howtoachieve

Flexible light lines

AmodularsystemofluminousLED-linesonwalls

andceilingsprovidesawiderangeofoptions.Easi

compoundedintolightingstructures,theindividua

modulesenabledifferentshapestoberealizedand

individualneedstobemet.Suchflexibilityisideal

fromamarketingstrategypointofview,withthe

modularflexiblelinesallowinguserstocreatenew

shapesforeachnewstrategy.Global light control

Imagineatailor-madelightingsystemthatcanbe

controlledusingacentralizedcontrolplatformand

whichisabletorespondtolocaldemands.The

lightingatmospheresinallthedifferentstoresand

citiescanbeadaptedbyremotecontroltoreflect

commonmarketingstrategies.Pre-programmed

coloursandlightingambiancesarealtered

centrallyviatheInternet,regardlessofthestore’s

location,enablingeasymanagementoflighting

atmospheresanywhereintheworld.



Howtoachieveoperationalefciency Howtoachieve

Lighting-module system

LikeLegobricks,thesuspendedLEDlightscanbeflexiblyslotted

togetheraccordingtolightingneed.Theexpandablesystemallows

fortailor-madelightingbyalteringthenumberofradiatorstomatchthenumberofhighlightedzones.Whenmovingorchangingthe

architecturaldesign,thelightingsystemcanbeeasilyconvertedor

reinstalledtomeetanynewchallenges.

Cut, plug and play

Imagineatailor-madelightthatcanbe

adjustedtoindividualneeds:The“cut,

plugandplaylight”enhancestheform-

factorsofLED-lightingandprovidesa

widerangeofoptionsforfutureneeds.

Easytouse,theformiscutindividually

sothatthelightmeetsindividual

requirements.Itsflexibleform-factor

meansthatthelightwillfitpreciselyinto

anyindividually-definedsetting.

Disposable fixture system

Thislightingsystemhasarangeofdifferent

add-ontypes,andaccordinglychangesits

appearanceaccordingtothespatialchallenge

involved.Curvedandrectangularadd-onscan

easilybeattachedindrag-and-dropfashion.

Withthedisposablefixturesystem,thelighting

systemchangesitsbodystructureinlinewith

theinteriorandchangingneeds.

Magnetic ceiling

LEDspotsarefixedtothemagneticceilingin

drag-and-dropfashionwithnoexterioraids.

Thepositionsofthespotscanbealteredfor

eachfashioncollectionandlightobjective,

therebyenablingdifferentzonesandindividual

itemstobehighlighted.Amagneticceiling

thereforeprovidesawholenewrangeof

optionsforfuturelightingsolutions.



TheLEDrevolutionhasstarted:Asoflastyear,

LEDsolutionsareabletoreplace35WCDMsolu-

tions.AlsoavailablenowareLEDluminairesthat

canreplacetraditionalcompactfluorescentandTL

solutions.Andthisyear,Philipswilllaunchasolu-

tionforthereplacementofthe70WattCDM.The

companywillsoonthereforeofferfashionretailersa

completeportfoliothatcoversallapplicationareas.

LEDgeneral,accentandshelflightingisvariable

andeasilycontrolled.Philips’lightingsolutionsfor

fashionstores,includingfittingrooms,provide

retailerswithmanyoptionsandadvantages:LEDs

canbeswitchedoninstantly,theydonotcontain

harmfulmercury,arenotsensitivetovibration,and

aremuchmoreenergyefficientthanconventional

lights,aswellasbeingmoreaffordableandmore

sustainableinthelongterm–notleastbecause

theirservicelifehasincreasedseveralfold.Thanks

totheireaseofuseandstraightforwardinstallation,

LEDscanbeusedtocreateindividualandflexible

lightingsolutions.

Experience light

Lightawakensemotions.Differentatmospheres

andeffectsinfluencethewell-beingofcustomers,

andtheexperiencefactorwhilstshoppingprovides

storeswithachangingfaceinwhichentirefashion

collectionscanbeshownofftobesteffect.The

smallsizeandminimaldepthofLEDsmeanthat

theycanbeeasilyintegratedintoceilings,floors,

andwallsandevenintofurnitureitemstoachieve

theseaims.Theydonotneedadditionalreflectors

todirectlightortoprotectthelightingelement.

Fashion People LightAdvantages and applications of Light Emitting Diodes (LEDs)

Ds can be used to realize inspiring and effective design concepts

fashion retail stores. Intelligent control capabilities, light colours and

quences and high sustainability mean that the technology offers

erational and strategic marketing advantages, especially in fashion

ail. Philips believes that the development potential of LEDs, far

m being exhausted, is currently only in its early stages. They

n be loaded with intelligence and allow unconventional new form

tors enabling real creative freedom.

Creativefreedom

LEDs open up new opportunit

saving lamps can not only gene

fluxes and colour spectra, they

vivid scenarios and colours usin

graphicdesign



FashionPeopleLight

Theyalsoemitnoinfraredorultravioletradiation,

soneithertheilluminatedsurfacesnorthelight-

ingelementsthemselvesheatup.UsingLEDslight

andspatialimpressionscombinetoformauniform,

homogenousexperience.LEDscanalsobeinstalled

inanyluminouselements,asrecessedlightingor

spotlights–theflexibilityoftheirusesandapplica-

tionsisvirtuallylimitless.

Evenwhenarrangedindifferentways,thelightqual-

ityofLEDsremainsconstantandpreciselydefined

ineachcolourtemperaturearea(warm,neutralor

coolwhite).Inadditionitcanbesmoothlydimmed.

Bymixingred,greenandbluelightpointsaccording

totheRGBprinciple,colourarrangementscanbe

createdtosupportawiderangeofcommunication

aims.Adjustingtheproportionsoftheindividual

lightcoloursenablesupto16millioncolourstobe

mixed.Completelynewapproachesfordynamic

lightingconceptsandsequences–uptoandinclud-

ingthepresentationofmovingimagesonlargeLED

videoscreens–createunusualexperientialspaces

thatstimulatecustomers’senses.

Intelligent control and

programming

Unliketraditionallightbulbsandenergysaving

lamps,LEDsarebasedonsemiconductortechnol-

ogy.Theythereforeformanaturalpartoftoday’s

digitalworldandcanbecontrolledusingsoftware.

Lightcolour,temperatureandintensitycanaccord-

inglybeprogrammedinsuchawayastomeetthe

exactneedsofeachuser.Speciallightingeffectsfor

seasonalcollectionsarejustasfeasibleashighlights

fortemporarypromotions.Smoothtransitions

Thedomebreathes

An elegantly-lit dome is the focal point of Sweden’s oldest

department store, PUB in Stockholm. 500 RGB LED lights

hidden in the structure transform the dome into a living

component that seems to breathe light. Different lighting

scenarios convey different impressions: The morning, for

example, starts with a 15-minute sunrise, with the colours

becoming more intense in the afternoon and the pace

increasing. Light in this way becomes a dynamic part of the

architecture.

Unlimitedpossibilities

LEDs are based on semiconduc

are software-controlled. Light i

temperature can all be adjusted

according to individual needs. S

effects for seasonal collections

highlights for temporary promo

Lightitselfbecomesani

LEDs can be used in any lightin

virtually no limits on their flexib

of possibilities. Through the int

walls and glass surfaces become

case of organic LEDs (OLEDs),

entire surfaces rather than by la

small point-like light sources. Li

illuminant.



FashionPeopleLight

Colourplays

Unlimited freedom in the choic

patterns, surfaces and assemblie

perfect choice for skilful produ

mixing red, green and blue light

to the RGB principle, they can

colour arrangements, and by ad

proportions of the individual lig

16 million different colours can

weendifferentlightingsituationscanalsocreate

goodscenariosforcustomers.Lightintensity

colourtemperatureareadjustedinrealtime

esponsetochangingdaylightconditions.Day

nightscenariosarealsopossible:Individual

grammingmeansthatareascanbeautomatically

ssintensivelywhenunused,andlightintensity

easedinthecaseofstrongcustomertraffic.

necontrolofentirelightingsystemsalsoresults

ficiencythroughversatility,aswellasin

tionalenergyadvantages.

onversion is worthwhile

rjustafewyears,investmentinLEDlighting

tionswillhavepaidoffduetotheirmore

ientlightgenerationandlongerservicelife.

deshighefficiencyandlowoperatingcosts,a

ormlycontrolledLEDlightingsystemmeans

thereisnoneedforthecostlydeploymentand

plexmaintenanceofdifferentlightingsystems.

g-term,flexibleandhighlycreativestorecon-

scanbeimplementedwithstandardizedlighting

tionsandusedaccordingtoneed.Storescan

thusbeoptimallypresentedasretailspacesduring

theday,andtransformedintoatmosphericbars

atnight.Rapidandinconspicuousreprogramming

consequentlytakestheplaceoftime-consumingand

costlystructuralalterationstonewstoredesigns.

MoreoversomeLEDlightscannowbeupgraded,

withcontrolunitsabletobereplacedinafeweasy

stepsandtheappearanceofluminairesaltered.

The innovative potential of LEDs

LEDsofferahighdegreeofcreativefreedom.

Althoughthetechnologyisstillinitsinfancy,itis

alreadycharacterizedbyitsenormouspotentialfor

innovationandgrowth.WhenLEDsareintegrated

intomaterialssuchaswood,concrete,orplastic,

thesesurfacescanbeilluminatedfromtheinside.

Theintegrationofthetechnologyintowallandglass

surfacesinfashionretailstoresmeansthatthese

surfacesthenbecomefullyusable.Ongoingenergy

andefficiencyimprovementsandtheboundless

creativityoflightingdesignersmeanthatmorenew

LEDsolutionscanbeexpectedinthefuture–not

leastintheareaoforganicLEDs(OLEDs).Instead

ofalargenumberofsmallpoint-likesourcesoflight,

thelightinthiscaseisemittedviaentiresurfaces.

Andbecausetheseareasareveryflatandfreely

mouldable,itislikelythatonedaycompletelyho-

mogeneousandflexibleilluminationsurfaceswillbe

possible–maybeintheformofluminousclothesor

rollablecomputermonitors.

“Now is the time to consider

lighting solutions that can enhance

your retail spaces and bring your

brand alive. Philips can help youmeet your lighting ambitions and

create flexible, energyefficient and

dynamic fashion lighting solutions.

Designed to make your customer

experience unforgettable.”



Fu turescenar ios

e small size and easy installation method of LEDs mean that they can currently be attached to

lls, ceilings or shelves. In future, however, an even more efficient solution looks set to emerge:

Ds will be integrated into translucent materials, allowing plastics, wood, concrete and porcelain to

w from within. Instead of directing light into the room, space-defining elements will themselves

rt to give off light. The technical requirements for the integration of LEDs into components and

niture have already been met. Their development and refinement will open up a wide range of

evant future scenarios, with considerable innovative potential for fashion retail stores in particular.

Inside out

Inlargemallsandbusyshopping

streets,retailersoftenfindit

difficulttogaintheundivided

attentionofpassers-by.Iflight

linesareintegratedintothe

wallsandceilingsofastore,and

theseareextendedtothearea

infrontoftheshopwindow,the

brandimagecanalsobeexperi-

encedthere.Theuniformlines

blurtheboundariesbetween

insideandoutside.Customers

experiencebothareasasa

singleunit,andinthiswayare

guidedintothestore.

Flying light points

Aceilingconstructionwithamagneticfieldinwhich

LEDsappearasflyingpointsoflightcanprovidea

storewithalivelylighting-systemhighlight.Thelight

spotpatternistriggeredbycustomerinteraction.

Thelightpointscanalsoreacttothenumberof

customersunderneath.Theimpressiongivenbythis

futuristicsystemisofaflexibleilluminatedceilinglit

upasifbymagic.

Glowing information screen

Partitions,wallsandothersurfaces,whenfittedwithint

LEDs,canbetransformedintoflexibleinformationscre

panelscan,accordingtoneed,thenbeusedtoannounce

offersordrawattentiontonewcollections.Additional

bannersandbillboardsarerenderedsuperfluous.IftheL

screensareswitchedoff,thewallsurfaceremainsintact

Future scenariosWhen light and material become one



Fu turescenar ios

Lighting Furniture Displays

Displaypanelsandothertypesofdisplaysare

unnecessaryinthisvision.Integratedintothe

store’sfurniture,tableandshelfareasbecome

multifunctionalscreensinstead.Besidesprice

information,theycandisplayvariousother

detailsabouttheproducts.Theyareindividually

controllableandthereforepermitawiderange

ofoptions.

Lighting furniture and walls

WithintegratedLEDsthematerialthatformsaroomcanitself

becomeasourceoflight.Colouredilluminatedwallsandceilings

conjureupaversatileandflexibleenvironment.LEDsintegratedinto

individualfurnitureitems,benches,shelvesandcabinetstransform

thestoreinteriorintoamultifunctionalglowingstagethatcan

highlightdifferentareasinordertocatchcustomers’attention.



Fu turescenar ios

Lighting Shelf

Modularshelvingsystemswithintegrated

LEDsolutionsareversatileandcanbe

usedinnewanddifferentwaysonan

ongoingbasis.Whereverlightisneeded,

theyprovideprecisehighlights.During

conversionwork,nowiresorcablesneed

tobelaiddownforthem.

Multifunctional lighting wall

IntegratedLEDsbestowmultifunctionalwallswitha

sculpturaleffect.Theglowingedgesemphasizetheir

space-formingcharacterandensurethatindividual

itemsareplacedinthecorrectlight.Insteadofdirecting

individualceilinglightspotsatvariouspoints,integrated

LEDscreateamulti-functionallightingatmospherethat

glowsfromtheinsideout.



ImpressionImpressions fromtheworkshops

mpressions from the workshops New York

Which creative solutions can fashion retail designers use to incorporate the

possibilities of augmented reality? Which tools allow interaction with customers,

and to what extent is social media relevant for lighting systems in store designs?

At the “Fashion People Light” workshop in New York, Philips presented for

discussion lighting inspirations for the retail world of tomorrow.

ThethrobbingmetropolisofNewYork

providedtheperfectsettingforPhilips’

NorthAmericanworkshop.

Creative ideasInsmallgroups,they

developedclearfuture

visionsforlighting

scenariosfortheretail

world.Whatchallenges

needtobeovercomeif

thefashionretailsector

istosucceedindrawing

consumers’fullattentionto

itsbrandsandproducts?

A lively exchangeAtotalof11architectsanddesignerstookpart

intheworkshopinHongKong.Theircreative

experiencesandinsightswereincorporated

intoaninspiringdialogueandillustratedinthe

formofnumeroussketches.

Experiencing lightWhatcanLEDsdo?Andinwhichdirectionare

etrendsinretaillightingheading?Using

oncretestudyobjects,architectsanddesigners

theworkshopincreasedtheirknowledge

f thetechnicalaspectsofLEDs.

Expanding the

ne of visionorPhilips,theworkshop

Asiarepresentedthe

artofaregularexchange

ithinternationalexperts.

heirexperiencesindeal-

gwithlightaresetto

rmthecreativebasisfor

ewdevelopments.

ExtendingknowledgeAtotalof9participants

withinternational

experiencecame

togetherinMay2010in

NewYorktoexchange

theirthoughtsandideas

onthelightingworldof

tomorrow.

Hong Kong

which direction is the fashion retail sector heading? Which design ideas

ve potential for the future? Which lighting solutions are relevant? These and

her questions were asked and answered by the participants at the first

ashion People Light” workshop, held in December 2009 in Hong Kong, where

lips launched its series of dialogues with international architects and designers.



ImpressionImpressions fromtheworkshops

London

n light be a creative construction material? Architects and designers from eight different countries attended

e “Fashion People Light” workshop in London in July 2010 to get to grips with this question. Together with

lips, the European experts discussed the trends and challenges of store design. Their visionary sketches on

hting design depict inspiring ideas for the shopping world of tomorrow.

Participants

Hong Kong

RohiniBhardwaj

RelianceGroup,NaviMumbai

www.ril.com

CosmoChan

Metersbonwe(M&B),Shanghai

www.metersbonwe.com

GaoChao

IAD(InteriorArchitectureDesign),Shanghai

www.iad.com

TomoeChou

WorkTechCorporation,Tokyo

www.worktech.com

NileshJoshi

LifestyleGroup,Bangalore

[email protected]

AndyLeung

WorkTechCorporation,HongKong

www.worktech.com

YilianNg

WGSN,HongKong

www.wgsn.com

EdNg

ABConcept,HongKong

www.abconcept.net

WarinyaPintongkam(Jui)

TheLightBox,Singapore

www.lightboxlighting.com

CheungWaiYan,Queenie

Metersbonwe(M&B),Shanghai

www.metersbonwe.com

TerryWaterhouse

RedGOODSS,HongKong

www.redgoodss.com

London

MaurizioFavetta

KingSizearchitectsbyKing

www.kingsizearchitects.com

VolkerKatschinski

danpearlman,Berlin,Germ

www.danpearlman.com

ClaudiaKleine

JörgKürschner

Formstelle,Munich,Germa

www.formstelle.de

JulietteNielsen

ATELIERLEK,3021EERot

www.atelierlek.nl

AnnaPedziwiatr

RieglerRieweArchitektenZ

Austria

www.rieglerriewe.co.at

HeinerProbst

LIGANOVAGmbH,Stuttga

www.liganova.de

Prof.HartmutRaiser

RaiserLopesArchitekten/-i

Germany

www.raiserlopes.com

AndreasRamseier

RAMSEIER&ASSOCIATES

Switzerland

www.ramseier-assoc.com

JoãoCostaRibeiro

EXTRASTUDIO,Lisbon,Po

www.extrastudio.pt

GunnarSeel

SeelBobsinPartnerDesign

Hamburg,Germany

www.sbpdesign.de

LennartWiechell

Schmidhuber+PartnerGbR

www.schmidhuber.de

New York

BillArmstrong

WILLIAMARMSTRONGLIGHTINGDESIGN,

NewYork,NY

www.wald-studio.com

MarioEcheverria

EcheverriaDesignGroup,CoralGables,FL

www.echeverriadesign.com

DonHasulek

ManagingDirectorFitchArizona,Scottsdale,AZ

www.fitch.com

AmyLaughead

AmyLightingDesign,Cincinnati,OH

[email protected]

FredMargulies,Architect

LEEDAPDirectorofMarketing,

HerschmanArchitects,Cleveland,OH

www.herschmanarchitects.com

AaronM.Ruef

SeniorgraphicdesignerFRCH,Cincinnati,OH

www.frch.com

MichaelStiller

LightingDesigner,NewYork,NY

www.michaelstiller.com

IanTornquist



RobWeber



CreativevibrationsThegroupworktookplace

inarelaxedandconstructive

atmosphere,withtheideas

andsketchesforspecific

lightingsolutionsbeing

discussedbyallthemembers

together.

The Englishbrick tradition“TheWappingProject”,

aconvertedwaterpower

stationinLondon’sEast

End,providedan

inspirationalarchitectural

settingfortheworkshopinLondon.

A dialogue between expertsstimulatingdiscussions,theparticipantsdeveloped

sionsfordealingwithlightandspace.Interesting

aloguesandunusualideasinspiredthemtocomeup

ithunusualsolutions.

EuropeassembledAtotalof12architects

anddesignersfromall

overEuropecametothe

workshopinLondon.

Theycombinedtheir

expertiseandwide-ranging

experiencesfromdifferent

countriestoforman

internationalnetwork.



Not es

Notes



I mp ri nt

mprint

blisher

psLightingB.V.

hildelaan1

1BDEindhoven

Netherlands

402755099

w.philips.com

@philips.com

sponsibleforcontent

aTetteroo-Bueno

tteDitters

aRosenthal

Vinkenvleugel

janDepauw

psLighting

torialteam

icaFunk

draHofmeister

egardWänger

tutfürinternationale

hitektur-Dokumentation

bH&Co.KG

kerbrücke6

35Munich/Germany

signconcept,layout

dillustration

graphicdesign

itGrabner

na/Austria

nting

versal,Munich/Germany

©2011

Themagazineandallarticlescontainedtherein

areprotectedbycopyright.Theymaynotbe

reproducedwithoutpriorpermissionofthe

publisher.

Editorialcontributionsandcommentsdonot

necessarilyreflectthepublisher’sopinion.

Ifsomeauthorsofphotographswerenot

determineddespitecarefulresearch,copyrights

areneverthelessprotected.Pleasenotifythe

publisherifapplicable.

Open Dialogue on Fashion Retail_Workbook

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Transcript of Open Dialogue on Fashion Retail_Workbook