Visit a shopping mall, preferably indoors, and look for an example of a good-looking window display. Capture images of the window and its interior. Is what the window suggests backed by the interior? As for the application of window display lighting, what did they do right in that lighting? In what way can these design ideas be adapted to your windows display? What would you reveal through illumination and why? What luminance ratio would you seek to achieve between products and background? Why?
In the retail business, design lighting is essential for enhancing product appeal and establishing store identity. For this case study, I selected Club Monaco’s window display at Square One Mall in Mississauga.
In Monaco’s window display, the architectural elements of its storefront demonstrate a blend of modern style. The window display is a combination of two closely located windows, and the main entrance is situated between them. The store receives daylight through the main door and at the top and the fore of the storefront are glassing or windows of the mall which are useful in creating an ambient light level. However, this makes some window displays appear flat and with low contrast. I wondered if this problem occurs in the selected display and I realized that within the window display, they have a track lighting that serves as an accent light which uses dimmers to lower the amount of daylight. Although this arrangement still has some issues, it helps in reducing the amount of glare and some reflections through the window glass.
At the exterior, cove lighting can be observed at the storefront of Club Monaco. This kind of lighting is usually applied for illuminating features such as those of the building’s architecture, or signs; it has an indirect glow that only casts a diffused illumination source with evenly distributed light. Its design is simple and has stunning white frame at its exterior accompanied by intricate finishing, which gives out a touch of class and balance to invited customers.
Clothes and mannequins are arranged right at the front in the closed window displays; they employed track lighting highlighting geometric shapes of a more sophisticated design in the background. In class, we learned that the best range of angle is narrow to medium beam angle which ranges between 5° and 300. This setup is much more compact and creates enclosed units that are well-aligned with the brand’s sophisticated marketing philosophy. Such arrangements include the adjustable track lighting installed downward to illuminate a focus on the mannequins with the clothes. These are bright and are changed to fit the current season or special occasions to attract any onlooker. This use of both background and operation light not only promotes the overall atmosphere for the business of shopping but also represents the modern and sophisticated brand image. Again, in the closed window display, client information is written in a small font which is used definitely for advertising some deals exclusively for the store so the lettering does not interfere with the visibility of the products. This careful positioning ensures that people in passing can see the products as well as information on the current promotions in a manner that ensures a balance between the informative content and the visibility of the product.
On approaching and entering the store, a crystal chandelier hangs to establish an emotional and enthusiastic mood. The Chandelier is hung at the center of the room; it is designed in such a way that highlights special merchandise. In the images I display in this study, the store uses ambient and accent lights. Ambient lighting is recessed ceiling lights which must light up the entire space and make a nice shopping environment. Accent illumination is fixtures such as cove lighting and millwork displays; this includes cove and perimeter – LED linear strip and LED tape, attracting the customer’s attention to the merchandise. This approach to lighting along with the simple architecture of the exterior façade emphasizes the brand’s identity as a contemporary company. It offers an inviting and friendly environment that makes people want to explore more about the company.
How does the brightness of the light affect the appearance of the floor, the wall, and the displays from the customer’s perspective?
The ambient lighting plays a role in improving flooring, walls, and the general surroundings. The wooden floors enhance their natural colors and texture in addition to ensuring they give out a warm feeling that makes the house look larger through the reflected light. The neutral color walls (light grey and white) blend well to create brightness and also highlight the minimalist approach adopted by the company while on the same note allowing the company merchandise to pop out to users. This combination creates a nice atmosphere, reduces the number of shadows, and provides equal illumination of the store space. It also makes the colours and detail of the products stand out, and influences customer’s purchasing decisions, making them comfortable while doing so. In general, there is a distinctive influence of ambient lighting on the appearance of the store, as well as on its usability.
In what way, can the principles of effective window display design applied to improve the look of my hospitality business – a heritage boutique hotel in Cambridge?
In the hotel project in Cambridge, I can use window displays as a tool of attraction for enchanting the guests and other visitors. Thus, by focusing on artwork in the project, I can promote the rich culture of Cambridge and at the same time help local artists by displaying local art or crafts. By implementing this approach in my hotel, I will be able to effectively organize the window display in a manner that will attract the attention of, both the guests and potential visitors. I am realizing that window displays are good for showcasing unique aspects of the recreational services of the hotel or creating special offers for purposes of advertisement. To achieve emphasis in the creation of these displays, I would implement some key design concepts centering on applying illumination into some of the following aspects such as artistic pieces specific to the given location or features which are most reflective of the hotel’s charm. In the case of accent lighting I would apply it to these areas where I can achieve a luminance ratio of 3 to 5 times between the products and the background, (this means that depending on the type of work or sculpture to be displayed, the light intensity on the focal points would be three to five times brighter than the background). This would help in ensuring that the elements being showcased are more noticeable and effectively attract the attention of passersby while providing a proportionate and balanced artistic sensation.
