Over the course of your design journey what have been your observations on lighting? Has the whole approach to store lighting evolved over the years? 

For designers, the introduction to retail lighting usually starts with understanding how colour temperature impacts product presentation. It is essentially about the product category and accordingly using the right colour temperature. It is also about using it rightly within the same category. The other important aspects are to do with creating the right ambience, highlights and depth. Over time, as we start working with lighting designers, we start getting into newer possibilities with lighting using technology. For example, today a whole new spectrum is being added in terms of how you can use lighting to influence customer navigation in the store space. 

That’s interesting - using lighting for customer navigation in the store space. Does that mean IoT enabled lighting?

Yes. Technology is already being used for programmable lighting, changing colours, etc - essentially creating drama within the retail experiences. But now there are also experiments on using lighting for relevant in-store communication to shoppers; basically nudging them along the right path within store space. It essentially means using lighting as proximity sensors to send pop-up messages to customers on their smart phones, and helping them navigage the space strategically. This is still at a very nascent stage, though. 

Using such advanced technologies also means investing more in lighting, doesn’t it? Do you see clients (retailers) being more open in that respect today? 

Well, I do see there has been greater understanding regarding the importance of lighting among brands today. Many of them are present in large, multi-brand competitive spaces like malls, where they see the difference lighting can make to enhance their brand presence. I do know of brands who push back initially when it comes to lighting, and come back later for a retro fit when they understand the difference it can make. Essentially they realise that when they compromise on lighting, they are compromising on the store experience and thus run the risk of losing customers. 

What often happens is that at some point between the flagship and the subsequent roll-outs of store concept, there is an invariable budget cut. Lighting is one of the things that get compromised because it tends to get clubbed with store utilities or services, like AC for example. So it’s very important for us as designers to reinforce the importance of store lighting because it impacts the cognitive experience in a store. 

What do you think is the ideal budget for lighting in retail?

It usually depends on the scale, the category - based on which the CRI is fixed, and also on how the design is being thought through. But on an average I’d say it should be at least 10 % of the overall store budget. 

Lighting suppliers and manufacturers are among the most important factors here. Do you have any specific parameters to evaluate them for a store project?

One important factor is the build quality of products. What I’ve noticed is that the build quality gets lost at lower price points. Besides, local manufacturing facility, minimum 2-year warranty, and after-sale service are also important factors. But the most important factor is the consistency of colour rendering over time. This is often a challenge. Clients select a lighting product based on the prototype. But over time the quality of product deteriorates and it gets difficult to replace. 

I must say that the Indian lighting suppliers by and large are very good at delivering what you ask for. There have been instances when our suppliers have customised as per requirements that came from international lighting designers. There is a certain amount of R&D involved in such cases and the suppliers have been willing to do it. But it only happens when there is push and that can only come from a lighting designer. 

Are there enough lighting designers in the market today?

No. it’s still a very niche area.  There are very few people who can offer that kind of specialised  service. A good lighting designer is someone who can design the right intent and not just recommend the right lighting product or brand. 

Finally, if you had to share a kind of checklist for the benefit of a retail client when it comes to planning their store lighting, what would it be?

Broadly it would be :

• Understand the product category and accordingly identify the right areas for lighting
• Define the mood you want to create in the whole story 
• Ensure a comfortable environment for the customer through right rendering 

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