Professional Documents
Culture Documents
Handbook5 7 PDF
Handbook5 7 PDF
7 Super/hypermarket
Techniques
General
The purpose of a super/hypermarket lighting scheme is to make the store as appealing
as possible to customers. It also needs to satisfy more down-to-earth requirements such as
facilitating orientation or to attract customer attention to special displays or points of
interests. Luminaires have to be chosen in order to underline and reinforce the individual
character of the shop brand or chain of stores. Colour appearance of the light
determines the overall ambience but colour rendering characteristics have a direct
impact on ensuring that the objects are shown to their best advantage.
The fundamental requirements for shop lighting could be as follows:
Creating atmosphere: the way goods are presented and lit, as well as the
general atmosphere, can positively influence a customer.
Creating interest: using accent lighting to create areas that make a customer
curious and wanting to see more.
Visual guidance: the lighting must help the customer navigate around the
shop.
Flexibility: marketing trends and initiatives change frequently and in order to
influence customers into rediscovering a shop it should be possible to easily
adapt the lighting to new requirements.
Lighting should allow consumers to examine the merchandise and should help
complete the sale.
General lighting
Main objective is to provide a background ambience and to give light for guidance,
especially in the case of frequent modifications to the store layout or promotions.
As well as good horizontal light levels vertical light levels are important as
shop goods tend to be held in vertical shelving units
As this is background store lighting a high uniformity is required
Luminaires should be placed perpendicular to shelving in order to facilitate
any reorganisation of the shelving and the possibility of variable spacing of
shelving due to different types of goods being sold in different areas.
Accent lighting
By locally increasing or decreasing the quantity of light it is possible to create variation
in shadows and brightness. The aim of this is to give a maximum expression to
merchandise, enhancing form, texture and colour in contrast with the surroundings.
Ideally this should optimise the relationship between space, product and customer in
order to enhance the prospects of a sale.
Accent lighting should be at least 3x brighter than the surround to be
noticeable or 5x brighter to be meaningful.
Focal-point lighting, which highlights a specific central display with feature
merchandise, should be 10x brighter than the surround and generally uses
spotlighting
Display case lighting illuminates merchandise in glass or open cases and
shelves. It can be linear fluorescent or spotlighting depending on the type of
display
Perimeter lighting provides vertical illumination for merchandise along walls,
such as vertical shelving and can use valance systems or linear wall-washing
systems
Key luminaires:
Lighting clothing
The primary purpose of lighting is to make merchandise look good, increasing the
desirability of the item leading to a sale. When lighting clothing a flexible lighting
solution is needed to allow the lighting to be reconfigured when displays are altered or
moved. The market positioning of the store (high, mid, low-tier) should be considered
when designing the installation, and also the possible options for display, as clothing
Greengrocery
Main objectives are to ensure that fruits and vegetables are shown under the best colour
rendering bright light. Using specific type of lamps that create colourful accents can
bring out freshness of produce. Warm accents are preferred with a low content of
actinic radiations (to prevent fading of colour in goods) and low heat radiation.
This kind of light is often realised with suspended structures hanging above
the displays allowing spotlights integration.
Key luminaires:
Guidance
Indoor guidance - due to the diversity of goods a clear communication with colours,
graphemes, and lighting has to be established in order to guide customers. This
guidance is sometimes mandatory for safety reasons: exit ways being indicated in case
of emergency evacuations.
Key luminaires:
Signage
Additional to guidance the use of lighting to signal locations and features is important.
For outdoor lighting, facades, communication, logos, etc. help present the sales policy
and brand positioning.
Key luminaires: