Retail

Example One

Shop or Retail Outlet: Hollister

1.      Name the lights used to achieve the overall appearance / atmosphere:

Spotlights, Pin Spots and Fresnel’s with narrowed barn doors.

2.      Discuss the mood and atmosphere created (including the use of colour / semiotics)

         The use of dark tones with very minimal use of colour like brows, dark blue and warm autumn yellows creates a very dark, comforting and relaxing atmosphere.  This is because these colours and tones have certain connotations. For example yellows and warm oranges make a customer or audience feel calm and relaxed. Also because the use of the lighting is very minimal, so minimal in fact that they use one Fresnel, spotlight or pin spot to light one item or a selection of items, this focuses the customer’s attention on to certain products and makes you want to buy them. Also because there is no general cover in the shop and the walls are painted black the customers feel encased in an experience with dark shadows and illuminated shapes. It’s unlike many other shopping experience and makes the customers feel they want to buy something.

 

 Discuss specials & effects (e.g. lamp shades, lights on flex etc)

         Hollister also like to create a homely effect with arm chairs and carpets in the centre of their shop. This section is highlighted with living room side lamps which have very dimmed warm yellow bulbs in them. This adds to the enclosed and comforting experience.  Also as you walk in the shop there is a an elaborate hanging light with small lamps on which is extremely different to most other shops and adds to unique experience of going into this shop.

Example Two

Shop or Retail Outlet: Starbucks

1.      Name the lights used to achieve the overall appearance / atmosphere

      Lamps, celling lamps, pin spots.

2.      Discuss the mood and atmosphere created (including the use of colour / semiotics)

    “Our new approach to store design means that our designers are looking at each store individually to ensure that it looks distinctively local. This represents a new level of coffee-house comfort, meaning that no two Starbucks will ever be entirely the same.” Starbucks Website

The interior design of Starbucks tries to mimic the feel, mood and style of a comforting home. Colours people usually associate with comfort and warmth are used such as reds, yellows, orange and dark browns create a very calming and pleasant atmosphere to enjoy coffee in. This use of colour makes Starbucks a more appealing place to sit and have a coffee than say a regular café that uses simple open white light and yellow walls because the human consciousness associates a pleasant experience with certain colours and decoration.

Discuss specials & effects (e.g. lamp shades, lights on flex etc)

    This is also reflected through the lighting, the types of lights and the use. For example even though every Starbucks store is very different in terms of style and lighting they all use the same principle lighting effects. Lamps beside tables and chairs with dimmed warm orange and yellow bulbs, very low-slung celling lamps with blown glass that is usually coloured yellow, orange or red.

Example Three

Shop or Retail Outlet: Debenhams

Name the lights used to achieve the overall appearance / atmosphere

           Oversized celling lamps, strip lights, box lights, pin spots, Strip Name lighting.

 Discuss the mood and atmosphere created (including the use of colour / semiotics).

          Colours aren't really used in Debenhams as it is a multi-retail outlet which has to cater for many company’s items. So the use of tone and style usually reflects different sections of the store. However they do still use a general cover of bright o/w light that suggests a very clean and sophisticated look to the store.  Debenhams uses very gender stereotypical colours for their sections. They use the light to bounce of these colours which creates the atmosphere. For example they will use off whites for the men’s section that bounce of dark blues, blacks, greens and brown and very white lights that bounce of shades of pink, red and purples for the women’s section. Subconsciously the average shopper is draw to each section of the shop that has the lighting and aesthetics that please them the most.  

            Discuss specials & effects (e.g. lamp shades, lights on flex etc)

           Different lamps are also used to separate each shopping outlet in Debenhams and they are also very ‘gender specific’. For example rustic celling lamps are used in the Men’s section and elaborate crystal and blow glass are used in the women’s section. In contrast to Hollister who has a very stylized and modern approach to the design of their store that mainly appeals to younger people, Debenhams style of lighting and design could be argued to appeal more to middle aged and older customers as they are used to a certain experience when shopping.

 Example Four

Shop or Retail Outlet: Lipsy London

 Name the lights used to achieve the overall appearance / atmosphere

Light boxes, coloured strip lights, pin spots and parcans

   Discuss the mood and atmosphere created (including the use of colour / semiotics)

             The colours used in this shop are designed to stereotypically appeal to teenage girls and young adult women who have love fashion and catwalks. For example bright neon pinks, blues and open whites. The colours use create a very over stylized fashion world that appeals to most teenage girls, they reflect the clothes, make-up and jewellery they sell.

         Discuss specials & effects (e.g. lamp shades, lights on flex etc)

               Neon signs are used for the product name and the dressing rooms, these are used to reflect the fashion and celebrity world that is stereotypically associated with bright lights and glamour. They also use a light box strip in the ceiling that illuminates a crowd of photographers that mimics the look of a runway. This is done because the shop caters for fashion models and reality show celebrities.  They also use Parcans and multicoloured pin spots along to side of the ‘runway’ to add to this look. By doing this they are attracting people into an experience that mimics a world they want to be a part of. Subconsciously they see these lights and then the expensive dresses and want to buy them.

      Example Five

Shop or Retail Outlet: Lush

1.      Name the lights used to achieve the overall appearance / atmosphere

        Celling Lamps and pin spots.

Discuss the mood and atmosphere created (including the use of colour / semiotics)

     The lighting in Lush is designed to reflect the natural handmade and organic produce they sell. For example colours that have connotations with nature are used to reflect this. They bounce of the hard wood surfaces and the panelled flooring to create and bright and clean space that still has a comforting feel. For example yellows and orange light bounce of the natural wood to create and ‘sun beam’ effect.

Discuss specials & effects (e.g. lamp shades, lights on flex etc)

      The use of low slung lamps that are made of tin have very warm incandescent light that gives the shop a very urban bright glow that reflects the products intentions. Lush is all about healthy living that is natural and organic. The design of the shop reflects this. White tin lamps are associated with dated beauty salons and kitchens from the 1950’s, this choice of lamp reflects the produce. Handmade soaps with no artificial or harmful chemical substances that people wouldn't have been able to get hold of in the 1950’s.