Retail lighting is a careful arrangement of contrast, colour and control of a variety of different lighting sources and techniques while keeping energy strategies in tune with the environmental demands of today’s market. Lighting is a key contributor to a store’s image, it helps lead customers into a store, focus their attention, make the products more attractive and visible and encourage s purchasing. Retail lighting must have good colour, contrast and balance between different lighted surfaces. Many designers can achieve this very easily but often energy concerns and maintenance factors are not taken into account. With improvements in lamp technology, ballast technology control and the reduction of recommended lumen power density (LPD) put forth by ASHRAE 2004, we are able to use more effective and energy efficient applications in today’s design implementation.
There are several misconceptions when it comes to retail lighting application. It is important that we address the issues and as designer correct this way of thinking.

Analyzing the Project: What type of store are you dealing with?

There are three main categories when it comes to retail lighting: small retail or boutique type stores, medium size retail such as an independent box style book store, small grocery store or electronics store to give a few examples and finally we have large scale retail or multilevel department stores. We commonly use three different lighting design styles for all these applications: basic, higher end and intermediate.

Basic lighting designs for retail are suitable to high activity mass merchandising or discount type stores. They are usually a self servicing environment, with tall, densely stocked shelves and brightly coloured packaging on the shel ves communicating the image of “value” to the consumer. Commonly industrial type luminaires with exposed lamp sources are used be it fluorescent or high intensity discharge. Only when we are speaking in terms of a basic retail lighting systems a good level for the ambient lighting is 50-80 foot candles.

Higher end lighting application is usually consisting of a subtle ambient lighting system portraying a feeling of an intimate, personal and subdued type environment. A significant amount of accent lighting is used in conjunction with this approach to really add the drama or impact to guide the costumer to the merchandise. These types of retail stores generally use a one on one type approach with their sales people to complete the shopping experience.

Intermediate lighting designs are very similar to higher end type applications. Usually the ambient light levels are higher and brighter and accent lighting is not used as extensively. Typically you would see intermediate lighting in places such as a gourmet food shop, kitchen store or even a shoe store to name a few.
There are four different lighting techniques that are normally used in retail lighting design, ambient lighting, accent lighting, perimeter and valance lighting as well as display case lighting to achieve good contrast and highlighting to accomplish the desired effect to suit the mood and style of the store. By using all these different layers of light we can create a luminous hierarchy that can really pull the space together and really bring it to life.

Lighting Techniques for Retail Application

Ambient lighting or general lighting is used to provide minimal illumination of the merchandise and provides lighting for the staff to perform daily tasks (cleaning re-stocking and such), as well as patron circulation. It is a good idea when we are selecting a luminaire for this purpose that we should be looking for wide spread even light patterns be it a direct or indirect type lighting fixture. We have many choices for this technique: recessed down lights, linear luminaires and pendant lights work well in this situation. For general illumination for a retail environment the past recommendation was 50 foot candles, today energy conservation is at the front of our minds and we can achieve good general lighting with only 30 foot candles on the floor.

Accent lighting is a very important factor in retail lighting. It adds depth, contrast and creates a focal point for merchandise to be displayed. In the past it was typical and in common practice to use a track lighting system with MR16 or PAR lamps as the source. Today we have new options for this task; we can use recessed directed luminaires for a clean look, we have fluorescent track on the market and with he emergence of the ceramic metal halide lamp users can benefit from great energy savings with all the colour properties of the MR16 lamp. Accent lighting establishes the importance of certain objects through the use of contrast and highlights the form through use of contrast, structure texture or colour of the merchandise. It is also a misconception with in the industry that it is better to use a flood type lamp for accenting, lamps should be chosen based on the specific task, for instance if you are highlight a beautiful vase on a pedestal a narrow spot type lamp is perfect for this application.

Perimeter and valance lighting aids in lighting the vertical surfaces of a retail space, using this technique can direct light on tall shelves along with displays. It also contributes to the space’s appearance to be larger, open and more welcoming for the consumer. Valance lighting is a great technique in retail application, by using a simple strip type luminaire and a dry wall valance, you conceal the cost effective source while allowing the illumination of the vertical surface. Valance lighting provides an excellent opportunity for the source to be close to the merchandise adding brightness and contrast to the space. Recessed down lighting has many wall washers being offer today that can achieve the same effect without the valance. It’s very important in retail applications to ensure that the vertical surfaces be lit if the are displaying merchandise. The cost of retail rental space has increased exponentially and retailers of all different facets are maximizing the space as much as possible.

Shelf and display case lighting is commonly implemented using small or miniature sources located close to the objects being displayed and they are shielded from the customers view. The light sources must be carefully selected when it comes to colour and contrast for each individual application. MR16 lamps for instance are a great choice when it comes to displaying jewelry because it adds sparkle and glimmer. MR16 lamps heat up and contain ultra violet and infra red chemicals that can damage or distort merchandise so they are not suitable for all applications. A small T5 strip type fixture can be used when heat is an issue, for instance in a bakery a cake display would be much better suited to a fluorescent source or a display with fragile silk scarves in a clothing store.

Incorporating controls in retail lighting is an element often forgotten; the need for controls can contribute to energy savings through daylight and scheduling. It’s important that we provide light only when it is required, for instance the display window lights should be controlled separately from the rest of the lighting. Commonly we leave display window lights on throughout the night to attract the window shoppers for patronage at a future time. In addition we should have our more efficient lighting in use when the staff is cleaning and restocking. Having time clocks to control the display lighting is a nice use of control, allowing certain luminaires to be in operation during the stores hours of operation. Using dimming and photo sensors is an excellent method if we have the presence of daylight, at certain points of the day the sun can illuminate our displays with a greater level of lighting than that we provide.

There are many elements to achieving good retail lighting design, keep in mind that we need to address every different situation in a unique and new manner. We cannot use the same type of lighting layout in all spaces. Each client has different needs, a different budget, a different product and most importantly a different image, Pay attention to the detail of the space and the user needs in order to serve the client in the most appropriate manner. Here at Canlyte we have a very knowledgeable staff both within the organization as well as in our dedicated sales force. You can contact your lighting local lighting rep if you have further design issues or concerns. They are willing and able to help you with any of your concerns, they my not have the answer immediately but they have the means and ability to attain the correct information.