Shop InspirationsE

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Dear retail and lighting designers, entrepreneurs, architects and friends of good lighting,The time of blatant store concepts with piercing colours and loud visual metaphors appears to be over – to the benefit of more subtle dramaturgy that displays brands in more differ-entiated and user-friendly ways. As a result, retail designers are increasingly focusing on human awareness: intelligent lighting design based on the laws of perception psychology allows people to be discreetly guided through any spatial situation, enables brand identities to be communicated and products to be displayed in surprising ways. In this way the added value in stationary retail trade, i.e. the emotional impression gained from immediate shopping experiences, can be ideally emphasised.

Perception-orientated lighting design The visual sense supplies the human brain with up to 80 percent of the information about the external world, which explains the major importance of light for human perception. We respond particularly to visual contrast and due to the vertical alignment of the eye, to bright vertical planes. Designers take advantage of this fact when implementing perception-orientated lighting design. ERCO develops versa-tile shop luminaires in order to utilise this intangible medium with as much design flexibility as possible.

Storytelling and information architecture: the "grammar of light"According to the "grammar of light" based on the planning approach of the U.S. lighting designer Richard Kelly (1910 - 1977), light can be classified into three categories: "ambi-ent luminescence" specifies uniform general lighting that enables orientation. "Focal glow" designates precisely tar-geted accent light that emphasises merchandise and spatial zones with differing levels of contrasting light beams of various sizes. Vertical lighting can also highlight flat objects such as shelving or large pictures on a wall. By structuring spaces, establishing hierarchies of information and catching the eye, "focal glow" gives wide flexibility to shop designers, companies, architects and lighting designers when creating emotional displays with high visual comfort. The "play of

Editorial

Schuhbecks Gewürze spice emporium, Munich. Lighting design: a.g Licht, Bonn. Photography: Dirk Vogel, Dortmund.

ERCO indoor and outdoor lighting tools are designed and produced in-house at the Lüdenscheid Light Factory to the south of the metropolitan Rhein-Ruhr area in the centre of Germany.Photography: Alexander Ring, Lüdenscheid.

brilliants" can be used in a supplementary way – light as an end in itself, in the form of decorative luminaires or light art for example. These three categories of light enable the crea-tion of contemporary, individual lighting concepts for retail outlets in the 21st century.

Efficient visual comfort for any shop ERCO pursues the idea of contributing positively to society and architecture with its high-quality, sustainable lighting solutions. For this reason we provide Efficient Visual Comfort (EVC) – a strategy that improves both the quality of light and energy efficiency via innovative technical concepts. User-friendly lighting design is at the centre of this approach and is aimed at human awareness, avoiding glare and mini-mising energy consumption. We have formulated five quality characteristics that determine Efficient Visual Comfort at ERCO: intelligent, qualitative lighting design, uniform vertical illumination for orientation and atmosphere, effec-tive lighting technology for individual lighting solutions, intelligent control for scenographic spatial concepts and efficient LED technology for cost-efficient and sustainable retail design. With this strategy we aim to meet the diverse requirements of pioneering retail lighting.

Have fun discovering the new ERCO retail lighting projects, and find out how we transform light into the fourth dimen-sion of architecture!

Your ERCO retail team

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At the centre of perception-orientated lighting concepts is the establishment of visual hierarchies that structure infor-mation in the space by using various levels of brightness contrast. This is where ERCO enters the equation – with a consistently modular and highly varied programme of spot-lights, seven light distributions with each spotlight range and premium quality of light and light colour throughout due to the fact that ERCO utilises identical LEDs in all lumi-naires. Such flexible lighting instruments are of essential importance in retail design where striking drama with light decisively determines brand identity, provides orientation in the space and highlights merchandise. The quality of light from the luminaires creates the perfect basis for high quality

When entering a space, people notice the brightest zone first. For this reason retail lighting needs to precisely and power-fully illuminate merchandise, materials and surfaces whilst providing high visual comfort and maximum efficiency for long-term operation. Such requirements are fulfilled by LED lighting technology from ERCO that enables maximum illu-minance levels on the target surface. The reason for this high illumination output are the inno-vative optical systems developed in-house by ERCO to the south of the metropolitan Rhein-Ruhr region of Germany. The patented Spherolit lens system used in all ERCO spot-lights is based on the extremely efficient principle of light projection – instead of standard reflection. Compared to reflection, the higher efficiency of transmission via lenses achieves an improved light output ratio that results in higher luminous flux. Spherolit lenses, replaceable without tools, also enable a wide range of light distributions and therefore precise alignment of light onto the desired plane. This in turn reduces the required number of luminaires and therefore the connected load. Viewed in the long term, ERCO lighting tools are highly cost-efficient because of their high quality standards – durable ERCO LED technology also ensures mini-mum maintenance and low operating overheads.

ERCO represents a flexible infrastructure of light with lighting tools mounted and freely aligned without the need of tools. The modular luminaire programme and particularly the diverse spectrum of spotlights with sophisticated track systems are ideal for changing displays in shops based on different luminaire positions, distributions and illuminance levels. Product design according to basic geometric forms means that all luminaire ranges and types as well as various sizes can easily be combined. Spherolit lenses in the spot-lights that determine the desired light distribution can also be simply exchanged without tools and quickly reordered.

1. High-contrast Corporate lighting

2. Innovative lighting technology for high-impact shop lighting

3. Convenient handling

Retail lighting with ERCO

corporate lighting. The outstanding light, its precision and brilliance simultaneously establishes an ideal stage for any type of merchandise – for shop windows, shop facades and within the store itself.

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An essential part of human perception is implemented via our vision. For this reason retail lighting is an effective method of enticing people into shops, guiding them through spaces and drawing their attention to specific objects. Differ-entiated zonal lighting therefore supports information that offers orientation in unfamiliar spaces. It scales rooms into perception hierarchies by differentiating important zones, furniture and merchandise from less important elements with use of varying lighting levels. A circulation route can be marked with linear light distribution for example, or main and ancillary entrances of a mall hierarchically organised via various lighting levels.

Practical tip: Use uniform vertical illumination on the rear walls of a space to draw visitors into the less prominent areas of your retail outlet.

Trends change but human perception remains the same. This is presumably the reason why the concept of perception-orientated lighting, as formulated by the lighting designer R. Kelly in the middle of the last cen-tury, has lost none of its relevance. The approach aims at eye-catching light, a high level of visual comfort, the effective display of merchandise and brands and subtle guidance support for customers. Here we offer an overview of lighting topics that will also apply to retail design in coming years.

Contemporary shop lighting

Creating orientation

Displaying with light:six topics that survive any trend

Mercedes Benz dealership, Lugano. Architecture: MERBAG Immobilien AG, Schlieren. Photography: Alexandra Lechner, Frankfurt am Main.

Dussmann das KulturKauf-haus GmbH, Berlin. Interior design: ROBERT-NEUN Architects, Berlin. Photography: Rudi Meisel, Berlin.

Well thought-out spatial drama achieves a subtle sense of suspense in shop displays. Because people always target the brightest point when entering a space, the brightest mer-chandise counter showing, for example, the latest fashion collection, gains the most attention. Furthermore, using wide or oval light beams allows interrelated products or themes to be grouped in the form of a three-dimensional "section". In this way brand messages and product stories can be commu-nicated in an emotional and long-term way.

Practical tip: Various light distributions are able to create visual rhythm: individual, narrow accents on just a few objects establish a contemplative mood and aim for a focused, intensive encounter with the merchandise. Tightly arranged rows of accents or linear light beams on the other hand tend to drive visitors dynamically forward, and wide accenting over a seating island tempts customers to take a break and promotes social interaction.

Telling stories

Emphasising the identity of a brand is one of the most impor-tant tasks of retail lighting. This is achieved on the one hand by specifying a single luminaire design throughout the shop and on the other via the lighting concept that essentially determines the spatial atmosphere. This includes the light colour, for example 3000K for a dignified and cosy ambience or 4000K for a dynamic, fresh mood. Light distributions can also be part of the brand – individual lighting concepts can be globally rolled out with a strictly defined concept of accent and general lighting.

Practical tip: Visual brand elements such as logos in the space can be emphasised with standardised lighting accents. ERCO for example combines its corporate flower, a yellow chrysanthemum, with brilliant narrow spot light distribution for each of its showrooms around the globe.

Modelling brand identity

Lanificio di Tollegno concept store/ Ragno, Milan.Architecture and lighting design: RetailDesign, Venice.

Kiton, Milan. Architecture: Franco Raggi, Milan. Lighting design: Gruppo C14, Milan. Photography: Dirk Vogel, Dortmund.

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It's not only the Apple success story that demonstrates an element of myth is part of a relevant brand. To strengthen a product or brand image, to communicate a sense of value and to symbolically charge merchandise, retail designers have frequently taken inspiration from the differentiated toolbox of museum design. Accenting in front of white walls, as with the classic "white cube" concept for exhibitions, ena-bles any type of merchandise to be displayed attractively and in a neutral way. Accent light in front of black walls on the other hand lends objects a sense of mystery according to the concept of a "black box".

Practical tip: Narrow accents achieve focused, individual attention on objects whilst uniform wallwashing allows the merchandise space to breathe.

Even if a brand does not focus on strong effects such as coloured light, characteristics such as colour rendering and colour temperature are essential to any retail lighting con-cept – good colour rendering is the basis for optimum and authentic merchandise displays. The light colour also under-lines the quality of goods: neutral white for example gives objects with cooler colours a fresh, crisp appearance and is ideal for fishmongers and ice cream parlours for example. Warm white is suitable for objects with warm tones such as wood, bronze or baked goods.

Practical tip: Identify the required colour temperature for your retail spaces – specifying in Kelvin is decisive in this respect (with ERCO, 4000K is neutral white light and 3000K is warm white). Generally, neutral white has a sober and realistic appearance whereas warm white is more cosy and inviting.

Contemporary shop lighting

Presenting merchandise as art

Arousing appetite

CEA DESIGN Showroom, Milan. Architecture: Gherardi Architetti, Castelfranco Veneto (TV).

Fiorital delicatessen, Padua.Architecture: Lorenzo Viola, Milan. Photography: Sebastian Mayer, Berlin.

The old masters of the 17th century were well aware of the design possibilities provided by atmospheric effects and the impact of light – they integrated brightness contrasts into their oil paintings to achieve atmosphere with tightly targeted light, thereby emphasising the specific importance of an object. This can also be applied to retail design. When drawing up shop concepts, strong contrasts, various bright-ness levels and the specific light distribution determines the spatial impression.

Practical tip: Pinpoint accents create a sense of drama and suspense, whereas wallwashing achieves a transparent, airy atmosphere. Uniform vertical lighting may render general lighting superfluous due to the high brightness level. Uniform general lighting without distinct differentiation into zones on the other hand communicates openness but usually lacks any impact.

Creating a sense of drama

Snobs shoe store, Turin.Lighting design: Biglia, Turin. Photography: Dirk Vogel, Dortmund. ossimp o

REWE supermarket, Hagen-Hohenlimburg. Photography: Dirk Vogel, Dortmund.

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Projects

Founded in Argentina in the 1980s, La Martina today is a global player in the world of polo. A quintessential brand which initially made a name for itself with exclusive polo equipment, it is now recognised across the world primarily for its lifestyle clothing and polo inspired accessories. Representing elegance, prestige and the traditions of polo, its style appeals to an estab-lished clientele. Early in 2014 La Martina opened a bou-tique in Prague – ERCO supplied the lighting.

The new flagship store is located in the Palladium, the most upmarket shopping mall in the Czech capital. A cross between a country house and a British gentlemen’s club, it presents a dignified atmosphere.The boutique required harmonious ambient lighting that would give the salesrooms a bright and friendly atmosphere, but with precise directed lighting accents on selected products and outfits – a challenge perfectly suited to the strengths of the recessed spotlights and floodlights in ERCO’s Quintessence range. Tilted at angles of up to 40°, the light can be aligned precisely for uniform illumination of the room whilst giving focus to the store’s exclusive appointments. Most notably, however, the fashion itself is displayed brilliantly in the light. Thanks to ERCO’s highly precise photo- metrics coupled with the use of state-of-the-art LED tech-nology, the colours and high-quality materials are shown to their best advantage. The recessed luminaire remains unob-

How does light optimally display the quality of food? In the new branch of the Casa Tió delicatessen chain, ERCO lighting tools display gourmet foods in a fresh and appetising way.

The name Casa Tió represents a small chain of gourmet supermarkets in and around Barcelona focusing on meat specialities as well as milk, cheese, eggs and wine from Catalonia. A completely new interior design was developed for the branch located on the Avinguda Borbó in Barcelona, as a prototype for other Casa Tio stores. The concept included zonal lighting with ERCO LED lighting tools, providing max-imum flexibility with just a single luminaire range. Optec spotlights with black housings were mounted along black ERCO tracks below the black ceiling of the shop, visually con-cealing them from the delicatessen customers and perfectly displaying the merchandise.

The basis for this lighting concept is the perception-orien- tated lighting approach of Richard Kelly who divided light for qualitative lighting design into three categories: "ambi-ent luminescence", "focal glow" and "play of brilliants". Accent light or focal glow emphasises objects and individual spatial zones to leave others more in the dark, enabling differentiated hierarchies of perception that simplifies ori-entation in the space. The black ceiling in the new Casa Tió branch disappears from the customers’ field of perception

Photography: Dirk Vogel, Dortmund. Photography: Sebastian Mayer, Berlin.

Casa Tió, Barcelona

trusive as it recedes into the background blending smoothly with the shop’s interior design.

The display windows also feature lighting tools by ERCO. The challenge here was to direct attention expertly on to the mannequins, whilst bringing to the fore individual accesso-ries arranged around them. Whereas ceiling-mounted Light Board spotlights cast the light from above onto the display area, spotlights from the Pollux range mounted at the sides ensure the required accent lighting. Inconspicuous with excellent dimming and glare control, a simple design with a compact shape, these lighting tools are ideal for a highly visible installation.

and with the light the gourmet foods become the centre of attention.Around 70 percent of the Casa Tió range consists of meat products – ham and sausages, fresh meat and vacuum- packed portions. To help customers choose between various types and to display these in an appetising way, true-to- nature colour rendering was essential to the lighting design. The ERCO luminaires used – Optec 24W spotlights with 3000K – provide the best possible colour and material ren-dering (RA ≥ 90). Flood distribution creates good general lighting in the shop and oval flood illuminates products on the shelves to the side and in the refrigerators.

A sophisticated dark red tone is part of the Casa Tió corporate identity. The red-laquered floor was however a challenge for the lighting design: to ensure maximum visual comfort for customers and avoid undesired reflected glare on the glossy surface, 24W Optec spotlights with oval flood distribution were aligned to only illuminate the shelving and refrigerators but not the floor surface.

La Martina boutique, Prague

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Projects

Michelin star rated chef Alfons Schuhbeck offers a realm of gourmet experiences on Munich’s ‘Platzl’ (plaza) – including two restaurants, an ice cream parlour, a chocolaterie and a tea store. The heart of his culinary empire is the spice shop, with its blend of aromatic opulence and creative finesse transforming the interior into an oriental wonderland of flavours from all over the world, illuminated with pinpoint precision by highly efficient ERCO LED lighting tools with neutral and warm white light.

The design objectives for the fresh look of Alfons Schuhbeck’s spice shop at Munich’s ‘Platzl’ required the creation of an ambience that captures the fire of the Orient, modelled on the exotic allure of Asia. Built in 2003, the flagship store reopened in 2013 offering an opulent shopping experience on two levels with a total floor space of around 300 square metres.. No other Schuhbeck store presents its fine products as elaborately as the flagship store in Munich’s city centre. In the style of an oriental bazaar, artisans and artists worked to create an interior adorned with ceiling and wall paintings, furniture and sculptures, columns and domes, all ornately gilded and designed to transport patrons to the far-off lands and exotic cities from where the spices were sourced. Hundreds of well-stocked and fragrant spices in bulk bins enable the customer to scoop individual quantities into little bags. Packets of Schuhbeck's in-house produced spice mixes, nuts and diverse salt and sugar blends are also available dis-played in wall cabinets and shelves.

Fascinating scenic lighting using only two light colours: warm white in dialogue with neutral whiteThe perception-orientated lighting concept for effective product presentation combines accent lighting with vertical illuminance using ERCO LED spotlights and downlights. Ingredients in Schuhbeck's world of spices are highly diverse, as is the spectrum of colours and textures, which explains the primary focus on true-to-nature colour rendering in the lighting design. The ERCO LED lighting tools used in the shop – Optec spot-lights and Quintessence downlights in 3000K warm white– guarantee optimal colour rendering (RA ≥ 90) as a standout attribute and unique selling point. The ceilings feature Quintessence recessed downlights that remain virtually invisible to the customer, providing uniform ambient lighting with efficient glare control in the shop. Their warm white light emphasises the fine wood flooring as beautifully as the

Lighting design: a.g Licht, Bonn. Photography: Dirk Vogel, Dortmund.

Opulence of the OrientSchuhbeck’s spice emporium, Munich

wood and gold tones of the elegant furnishing. As a contrast to this and to give the space a wider and higher impression, the room ceilings painted to resemble a white-blue sky are illuminated with Optec spotlights in 4000K neutral white, these luminaires mainly being concealed above furniture.

A sense of drama is created by the combination of both light colours, for example with the pictures on the staircase. The lower section of the painting, showing an oriental city in sand and earth tones, is effectively illuminated using Optec warm white spotlights with flood lens, whilst neutral white downlights with spot distribution accentuate individual clouds in the seemingly endless blue sky above, a narrow spot beam of Optec neutral white light breaking through the clouds like a ray of sunshine.

The dialogue between the neutral white and warm white light colours as implemented by the Optec luminaire range emphasises the contrasts between the cool sky-blue tones of the painted ceiling and the earthy tones of the furniture and spices, these being optimally emphasised in each case via the differing light colours to create a spatial effect reminiscent of an oriental bazaar.

Minimum quantity of ERCO spotlights thanks to optimised light distributionsAvailable with different light distributions, the LED spot-lights meet all the requirements of high quality lighting for shops and product presentations. Specific emphasis given to individual areas of the room minimises the number of luminaires required for efficient illumination, leading to significant savings in both maintenance and operating costs. The rows of spices displayed in self-service bins along the walls, for example, are effectively enhanced using a single Optec spotlight with oval flood lens focused on each section. Meticulous positioning of the spotlights ensures that the customer remains outside the oval beam that precisely illu-minates the spice bins.The ERCO lighting tools illuminating Alfons Schuhbeck’s spice emporium create separate zones, facilitate orientation and display the product in this oriental world of spices in the best light. ERCO spotlights and downlights combine to offer an incredibly efficient lighting solution designed to present the shop’s 1001 spices in a professional and eye-catching style.

Ceilings depicting a cloudy sky in white and blue feature Quintessence recessed downlights that remain virtually invisible to the customer, providing uniform ambient lighting with efficient glare control in the shop. Their warm white light emphasises the fine wood flooring as beautifully as the wood and gold tones of the elegant furnishing.

Customers at Schuhbeck use wooden spice scoops. A single Optec spotlight with oval flood distribu-tion is enough to illumi-nate this whole section, with an elongated beam minimising the number of spotlights required, thereby contributing to a sense of calm in the design as well as lower operating costs.

Colours that can almost be smelt – the appetising spices with various earthy tones displayed in open pourers are illuminated with 3000K.

Otto Wulff Showroom lux100.de 25. Juni 201

Dirk Hollweg info@lux100.de 0179 228 4824 040 69 65 65 10

Beleuchtungsstärken

1.000 lux500300lux100 200 75075503020

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Projects

How can brand values such as quality and innovation be communicated with light? How can an inviting, premium atmosphere in a prestigious showroom be created – and provide orientation for customers at the same time? The qualitatively planned lighting concept in the new showroom of Otto Wulff Projektentwicklung, implemented with ERCO LED lighting tools, functions with visual hierarchies of perception.

Creating and maintaining values – the philosophy of the Otto Wulff GmbH construction company, the history of which began in the year 1932. Located in Hamburg, the company currently employs around 300 people and is active in the sectors of structural engineering, industrial and reinforced concrete construction and the restoration of old buildings. Its subsidiary OWP Otto Wulff Projektentwicklung GmbH is active in the new construction and renovation of real estate in the metropolitan region of Hamburg and Berlin. As a developer, OWP implements housing construction and commercial projects from the concept stage to handover.The Otto Wulff Group sees itself as a brand with a high- quality promise based on expertise, experience and perfor-mance. The new showroom at the company headquarters in Billstedt, Germany was intended to emphasise this claim to being a leader in its field, and here constructors and investors can get a good impression of the high quality construction work of Otto Wulff. The showroom also displays samples for selecting appropriate interior design features for individual projects.

Showroom lighting with ERCO: efficient LED lighting technology creates atmosphere, divides the space into zones and guides visitorsTimm+Goullon Architects designed an elegant and modern flat-roof building with an inviting glass facade; Dirk Hollweg from lux100 provided the professional lighting design services. “50 percent of the interior design consists of light – the lighting concept must therefore reflect 50 percent of the 3-D experience of a brand,” said Hollweg about his design approach. “In the case of the new showroom for Otto Wulff Projektentwicklung, the lighting design helps with selection discussions and sales agreements by providing a positive atmosphere. The light has an inviting, high quality character that communicates the leadership approach of Otto Wulff.” Hollweg's lighting design also provides guidance for cus-tomers in the 250 square metre showroom. The space is split into a variety of areas – a reception, waiting area, sales and meeting rooms, an area for sampling and selecting materials, a world of living and a bathroom exhibition. Dirk Hollweg's design is based on visual perception hierar-chies: bright-dark contrasts or graduations in brightness establish drama, specifically emphasise individual areas in the space and also enable these to visually come to the foreground. Other less brightly illuminated areas are more discreet and blend into the background. "Light allows me

Architecture: Timm+Goullon Architekten, Hamburg.Lighting design: lux100, Hamburg.Photography: Frieder Blickle, Hamburg.

Brand communication with light:the Otto Wulff Projektentwicklung showroom, Hamburg

to order and classify, and that creates excitement and at the same time communicates the quality of the Otto Wulff brand" said Hollweg, who used 3000K luminaires throughout the complete showroom because: "Warm, directed light has a high quality appearance, whereas cool, indirect light tends to be sober, functional and often boring." His qualitative approach to lighting design structures the space, empha-sises individual zones and sets specific highlights "like the sun’s rays" with spotlights. The result is a superior and highly inviting atmosphere throughout the showroom.

Orientation with the aid of lightIndividual areas are illuminated in a differentiated way to guide visitors specifically through the exhibition. “Customers tend to move automatically to where it’s brighter,” explained the lighting designer. As a consequence, the wall panel with a striking Otto Wulff logo at eye-level seen by visitors in the entrance area is very brightly and uniformly illuminated with a 24W Optec wallwasher, transforming it into a central eye-catcher. A reception desk is situated on the right-hand side above which two decorative 8W Starpoint pendant luminaires with extra wide flood distribution were installed. The wall behind displays a 'welcome' greeting highlighted with a recessed Compact wallwasher. This area is illuminated significantly more than the opposite waiting area, giving visitors a clear signal to go towards the right. The lighting is unobtrusive in the waiting area to the left – an Optec spot-light with spot distribution illuminates a side table next to the sofa like a small island in the space, two Compact lens wallwashers illuminate the picture behind the sofa and a decorative task light adds a cosy touch.

Maximum natural colour rendering of the exhibited building materials: ERCO LED lighting tools with 3000KA further important area in the new showroom is dedicated to the display and selection of sample units and materials. The product display on the side wall in the centre of the showroom can be equipped with a selection of door hinges,

An essential area in the new showroom is ded-icated to the display and selection of sample pieces and materials. The product display on the side wall in the centre of the showroom can be equipped with a selection of door hinges, window handles, light switches, tiles, wood samples and similar objects. "A 24W Optec wallwasher provides high lumen output from above," said Dirk Hollweg, "and close to the products to ensure optimum pres- entation without shadow-ing or glare."

Dirk Hollweg's design is based on the principle of creating hierarchies of visual perception: bright-dark contrasts or grada- tions in brightness estab- lish drama, specifically emphasise individual areas in the space and also enable these to vis-ually come to the fore-ground. Less brightly illuminated areas are more discreet and blend into the background. (Copyright for off-colour rendition: lux100)

window handles, light switches, tiles, wood samples and similar objects. “A 24W Optec wallwasher provides high lumen output from above,” said Dirk Hollweg, “and close to the products to ensure optimum presentation without shadowing or glare. Customers don't cast shadows on the products they're looking at.” The selection of materials and accessories for the various Otto Wulff construction projects is diverse, and the spectrum of colours and textures equally so. As such, the rendering of colours and materials as true to nature as possible was one of the most important factors in the lighting design. The ERCO LED lighting tools installed in

3000K warm white feature outstanding colour rendering and achieve true-to-life material appearances (RA ≥ 90).The new showroom of Otto Wulff Projektentwicklung in Hamburg demonstrates how innate brand values such as quality and the spirit of innovation can be communicated with the aid of light. The photometric advantages of ERCO lighting tools, for example excellent colour rendering and consistent quality of light, also complement the diverse design options made available by high-precision ERCO lenses.

The open and friendly initial impressions of the Otto Wulff showroom invite visitors to discover the company's real estate projects and services.

"I can classify with light, and this creates drama and simultaneously communicates the innate value of the Otto Wulff brand."

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Projects Delicate sweets and pastries, poetically displayed Black Swan Patisserie, BeijingLighting design: Beijing Zhouhongliang Lighting Design, BeijingPhotography: Sebastian Mayer, Berlin

It's said that black swans are rare. This is no longer the case in Beijing even though they are made of confec-tionery: the recently opened "Black Swan" patisserie offers baked goods to the very highest standards. These are displayed in an interior inspired by a snowy winter landscape – with contrast-rich lighting created by ERCO Optec spotlights.

It's well-known that the gastronomic traditions of Europe and Asia differ, and this also applies to the high art of pastry shops. In Asia elaborate decorations are deemed to be par-ticularly important: in contrast to Europe, a guest would prefer to give a bought and decorated cake for a celebration rather than a home-made and therefore perhaps not quite so perfect cake. The pastry products of the Black Swan patisserie in Beijing are quite breathtaking. In accordance with its name, the sweet delicacies are frequently decorated with swans of sugar icing and their delicate contours have a curved, filigree appearance as if drawn by a calligrapher.

A Beijing patisserie with sensational cakesBlack Swan is the new luxury brand of Holiland, a chain of bakery stores in China. The first branch recently opened in Beijing. The retail outlet offers exclusive bakery goods cul-minating in multi-tiered wedding cakes. The creations in showcases attract the covetous glances of food connoisseurs whilst customers can choose from several less expensive baked goods from the shelves. The pastries and cookies are either packed in quality boxes for taking away or else eaten in the café area.

A corporate design similar to Chinese landscape paintingThe Black Swan brand surprises with a rather poetic corpo-rate design. The logo consists of two black swans on a white background and both the motif and black-and-white look can be found throughout the store design. A photo of two black swans in a snowy landscape with a sweeping branch and dark lake is depicted across two walls, and its reduced composition is reminiscent of traditional Chinese landscape painting that mainly aims to catch moods and inspire con-templation. The walls, floor, ceiling and furniture are also either black or white and the swan theme decorates the fur-nishings and even the cake forks.

Interior design in black and white with contrast-rich lightingThe black ceiling is given a sense of structure with track. ERCO Optec spotlights create high contrast points of light against the dark background and without causing any glare for customers. The spotlights emphasise and highlight the showcases and shelving displaying the goods. Narrow spot or oval flood distributions are used according to the size of the display. The baked goods appear particularly attractive due to the high quality of the ERCO LED light with its very good

colour rendering, brilliance and precision. Dark surfaces – for example bread and chocolate coatings – are illuminated with 3000K warm white light which emphasises the effect of warm red tones, and bright, cool surfaces – such as the bright glazes – are displayed with neutral white 4000K. Despite the lighting, there is no increase in temperature in the showcases due to optimum thermal management of the luminaire housings, thereby avoiding any damage to the cakes. Highlights are also created on tables to achieve an intimate coffee house atmosphere, inviting the guests to stay and relax.

The patisserie trade in China revels in perfection. At the Black Swan in Beijing, ERCO spotlights emphasise the precision of the fine swan figurines on the sophisticated cakes and pastries via uniform, highly precise light.

Precise ERCO LED light models the filigree contours of the sweet-meats and brilliantly dis-plays their pastel colours with 3000 or 4000 Kelvin.

Those purchasing one of Black Swan's sugary delights can either take it away or else eat it in the cosy café atmosphere.

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"Forever faster" – PUMA has restructured itself with the aim of becoming the fastest sports brand in the world. The retail design and lighting concept of the current PUMA stores reflect this: specific light accents guide customers through various spatial zones as well as emphasising merchandise, images and complete areas. In this way perception-orien-tated lighting using Optec spotlights from ERCO creates dynamism, visual rhythm and depth. ERCO met with Pablo Rodriguez, Global Head of Retail Envi-ronment at PUMA, in the new store at the Hackesche Markt in Berlin's city centre. The retail design specialist with many years of experience in the fashion sector explained the global PUMA store concept.

Projects Creating depth with lightPUMA Concept Store, Berlin

"Light is one of the most important components because it influences storytelling and creates the ideal atmosphere."

Retail design and lighting design: Pablo Rodriguez, Puma SE, Herzogenaurach.Camera team: Timm Lange, Cologne/ Germany; Zwockel, Düsseldorf; Pascal Capitolin, Berlin.Photography: David Kuntzsch, ERCO GmbH, Lüdenscheid.

Get to know the retail specialist Pablo Rodriguez in a film interview and find out more about the PUMA retail concept in the ERCO report at

www. erco.com/PUMA-Berlin

"The new retail concept from PUMA tells the story behind the products."

"A sustainable handling of the world's resources is very important for us. And energy consumption of between 8 and 11W/m2 is amazing."

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The ERCO luminaire system

Good lighting concepts only become fully effective via the quality of the light – subtly emphasising the quality of the merchandise and also the sophistication of a brand. Consistent, precise and homogeneous quality of light with outstanding colour rendering across all ranges of luminaires means that ERCO lighting tools can be freely combined in any way. This high overall quality is based on strict specification of the LEDs by the ERCO development division with respect to luminous flux, forward voltage, lumen maintenance, lumi-nous efficacy, colour rendering and colour constancy. ERCO lighting tools are available in 3000K and 4000K light colours and are also switchable and DALI- or phase dimmable. The luminaires can be dimmed down to 0.1% due to high quality, in-house developed control gear.

Four parameters for maximum design flexibility

As specialists for high quality architectural and retail lighting, we are enthusiastic about luminaire systems providing max-imum levels of flexibility for creative designers and technical planners. ERCO lighting tools are ideal for any type of sales area, ranging from car dealerships to delicatessens, due to highly diverse luminaire types, design variants, construction sizes, lumen classes, light distributions, variable lumen pack-ages and dimming methods.

Quality of light

Lighting technology Perception-orientated lighting design is based on the diver-sity of human needs: light must create atmosphere for well-being and also ensure orientation in any type of shop interior. ERCO offers a wide range of light distributions for efficient, differentiated lighting concepts: for example narrow spot for pinpoint accents, wide flood for uniform general lighting, oval flood for circulation areas and linear objects as well as wallwash, the supreme discipline of ERCO light distributions, for extremely uniform vertical lighting.New to the ERCO range is extra wide flood, providing effi-cient light distribution for high-efficiency general lighting and the accenting of large objects from close distances. Furthermore, all extra wide flood spotlights now have seven exchangeable light distributions for maximum flexibility when displaying merchandise.

Systematic LED light

Diversity of design In addition to the effect of light, luminaire design also deter-mines the spatial atmosphere, characterising the identity of a brand and emphasising the design language of the architecture both indoors and outdoors. ERCO implements consistent, modular product design based on fundamental geometric forms, thus enabling lighting designers to freely combine luminaire models and types. Various ERCO recessed luminaire ranges include surface-mounted and pendant luminaires as well as round, square or linear variants. Lumi-naires are also available in various housing colours. ERCO expanded its product spectrum in 2017 with design variants for spotlights, recessed luminaires and projectors for outdoor applications that further widen the design flexibility for ceiling appearances and spatial effects in any retail outlet.

Would you like to accentuate delicate jewellery and flood-light your complete retail facade at the same time? Does your planning demand high lumen packages for a large and prestigious car showroom as well as efficient lighting for rear offices where sales discussions take place? ERCO makes light possible both indoors and outdoors thanks to uniform product design. Even if your lighting design is committed to downlights or spotlights because of the building structure, we offer various construction sizes and lumen packages within each type and luminaire range that simplifies selection of the right lighting tools.

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ERCO spotlights with exchangeable Spherolit lenses are ideal for flexible retail lighting. Seven different light distributions enable both homogeneous general lighting and pinpoint accenting for merchandise displays. Discover the potential of ERCO light distributions for your retail projects!

The ERCO luminaire system

Accenting:narrow spot, spot, floodWhether for filigree jew-ellery, fine textiles, fresh fruit, compactly arranged books or shiny luxury cars – rotationally symmet- rical accents with various diameters individually highlight any object. The light lends weight to the specific article and struc-tures the space via the individual light beam and desired lighting level.

Floodlighting for general illumination:wide flood and extra wide floodGeneral lighting with high visual comfort provides orientation and conveys a feeling of security, espe-cially in complex buildings such as shopping malls. It renders the space easily understandable and ena-bles an overview of people present. Supplemented with hierarchical accent light, this ambient lighting is the basis for qualitative lighting design. In general, innovative ERCO lighting technology enables use of less lumi-naires to provide greater savings potential.

Accent and general lighting in shops

The feeling of cleanliness is achieved with pinpoint accents via spot light dis-tribution. Materials gain an especially high-quality appearance in front of the matt grey wall. The precise, brilliant light allows the metal surfaces to radiate.

Light creates visual rhythm and attracts attention with this dynamic arrangement of light distribution.

Project: CEA Design showroom, Milan.Architecture: Gustavo Gherardi – Studio di Architettura, Castelfranco Veneto.Lighting design: Gustavo Gherardi – Studio di Architettura Photography: Dirk Vogel, Dortmund.

Detailed information between the large-format, filigree graphics is given the required amount of space with flood light dis-tribution. The precise light achieves best-possible legibility.

The CEA brand identity is emphasised in a purist way with specifically applied accent light. A focus is placed on the slogan on the wall.

Special accent or general lighting requirements:extra wide floodThe new extra wide flood light distribution is a high-ly efficient distribution with a wide beam angle of 80% for illuminating large areas with an extremely low number of luminaires – along with complete glare control. This new light distribution also enables large objects such as cars or seating arrange-ments to be effectively illuminated from short dis-tances with high visual comfort.

Linear light for special requirements: oval floodERCO light distributions are also suitable for spe-cial ambient or general lighting needs: oval flood linear distribution allows circulation zones to be illuminated with high efficiency. This light dis-tribution also enables the uniform lighting of linear objects such as shelving and sales counters – locations that previously required the use of several adjacent luminaires.

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Because of the alignment of the line of sight, vertical sur-faces make up to 80% of our perception and therefore determine brightness sensitivity much more strongly than light on horizontal planes. It is for this reason that vertical lighting is an essential component of well-designed, eco-nomical retail lighting concepts. Extremely uniform vertical illumination right up to the ceiling is the speciality of ERCO wallwashers and is made possible due to innovative LED lighting technology.

The ERCO luminaire system

Wallwashing Vertical lighting achieves a generous, wide and open spatial impression. It also accentuates peripheral room surfaces to commu-nicate a feeling of orien-tation and security and guide visitors towards the centre of a room. By reducing visual contrasts, wallwashers guarantee outstanding, energy- efficient light to enable customers to concentrate

Grazing light wallwash-ing for special materialsGrazing light almost sculp-turally emphasises the material qualities and sur-face structures of walls. This method of wallwash-ing is especially suitable for raw materials such as natural stone, timber and brickwork – and therefore for companies aiming to achieve an authentic, nat-ural and haptic brand experience in their shops.

Wallwashing in shops

A light touch for precious textiles in the Krizia show-room, Milan: Suspended, high-quality designer fashion appears to float in front of the magically radiant wall illuminated from above with a grazing light wallwasher. Photography: Dirk Vogel, Dortmund.

on the quality of products. ERCO LED lighting tech- nology achieves highly precise and uniform wall-washing with maximum levels of cost efficiency.In the retail sector it is used for highlighting exciting architecture and uniformly illuminating wide objects such as shelves. Smaller objects can also be displayed to good effect with a strik-ingly radiant wall.

Concise hierarchy in the space: wallwashing in the Sleeping Dogs concept store in Hamburg guides the attention of customers to the wall shelves and large-scale graphic design. Photography: Frieder Blickle, Hamburg.

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ERCO lighting tools

The compact and versatile spotlights, floodlights and wallwashers with their characteristic semi-spher-ical hinge add a pivotal feature to shops with a high sense of design. Their compact form makes them ideal for mounting in ceiling channels.

The minimalist design of Parscan specifically devel-oped for LED technology provides a sense of ele-gance in shops. As ERCO's most extensive range of spotlights, Parscan fea-tures large lumen packages

Premium brands demand perfect light within appro-priate architecture. ERCO has developed a range of recessed luminaires for this purpose with Compar, featuring a slender, linear construction form in var-ious sizes that provides an elegant, filigree alter-native to round or square recessed luminaires.

Available as spotlights, floodlights and wall- washers for both track mounting and recessing, Cantax features a purist design and diverse appli-cation options for highly individual shop displays –

Oseris Parscan

Compar

Cantax

Optec is the universal solu-tion for accurate accentu-ation in all directions: the luminaires can be tilted through 270° for flexible alignment of the light beam. Optec also offers an attractive price-perfor-mance ratio particularly for retail concepts aiming for cost efficiency.

The striking, flat design of Light Board is achieved with compact lighting technology and integrated control gear. Simply con-trolled dimming values and various lumen cate- gories enable individual

With its especially low con-struction height, Opton is suitable for low ceilings or small business spaces and shop windows. The spot-lights, floodlights and wall- washers are also ideal for low-budget retail projects aiming for high flexibility.

Brands attaching impor-tance to technical inno-vation love Gimbal. The recessed spotlights, flood-lights and wallwashers with a technoid appear-ance provide high quality light and diverse possibili-

Quickly and easily mount-ed, the popular Skim prod-uct range features a simple compact design across all variants for recessing and surface-mounting. A drop- shaped lens developed in- house generates uniform,

Optec Lightboard Opton

Gimbal Skim

Retail luminaires for display and orientation, atmosphere and identity

ERCO develops all products in accordance with a clear strategy – efficient visual comfort. For ERCO, EVC means continuously improving not just energy efficiency but also the quality of light with use of innovative technical concepts enabling sustainable design. User-orientated lighting design is at the centre of this EVC strategy and is aimed at human awareness, avoiding glare and minimising energy consumption via innovative photometric solutions. We have formulated five quality features that deter-mine efficient visual comfort at ERCO: www.erco.com/evc

Here we offer you an insight into our diverse product ranges for contemporary retail lighting. For a com-plete overview of all ERCO lighting tools structured according to types see:www.erco.com/shop/products

storytelling for contem-porary retail designs. Dra-matic displays can also be created with spotlights, floodlights or wallwashers with use of coloured light.

for high illuminance in high spaces – for example with concept stores in factory lofts or for large car dealer-ships. The flexible luminaire can also be mounted in ceiling channels.

efficient light and also creates a striking design element in the ceiling.

ties for design.Gimbal also features rapid, flexible alignment due to its precise and convenient swivel mechanism.

and also for small spaces and tight mounting sit-uations. Coloured light expands the design flex-ibility and emotional lighting impact.

ERCO GmbHLüdenscheid/Germany

info@erco.comwww.erco.com

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