In your observation, are most retail brands convinced enough about investing in the right kind of lighting? How much of a challenge is it to convince them about the need to choose the right kind of lighting for their stores?  

Yes I think so. In the current scenario of the growing experiential aspect of the retail industry, I think most retail brands today understand the importance of lighting in bringing around the brand image and customer experience to life. The opening of flagship stores and experience centers by brands have only added to the cause, although the awareness around the right kind of lighting still remains an area that needed to be worked upon. Once more awareness is created, convincing becomes a much simpler task.

What are some of the most common myths and misconceptions when it comes to retail lighting? 

There are a few. For instance, doing a lighting revamp or upgrade of the store is an expensive process and does not add enough value. On the contrary, if we can specify the correct lighting for the correct areas and switch to the energy-conserving grade of lights, the change can be economical in the long run. On the other hand, upgrading store lighting can lift the level of consumer experience to a whole different level.

And, no. not every corner of the store needs to be well lit. Lighting up the right areas with the right kind of light lays emphasis back on the product and works a great deal in influencing consumer’s cognitive purchasing behaviour.

What has been your own approach to lighting when it comes to your store projects? 

1. Set the mood of the store as demanded by the design

2. Decide on the layering of different kinds of lighting to create the cohesive lighting experience as per the design. Eg. Ambient, task,etc.

3. Decide on the luminosity and the tone of lighting.

4. Chose the correct fixture for the lights to achieve the effect.

5. Look for available options and execute

6. Suggesting right fit lightings for window display and focal point

What are the most critical parameters while deciding on the quality of lighting? 

There can be a lot of technical parameters but I can sum it up to :

• Light distribution and intensity of lights
• Energy efficiency
• Controlling glare
• Lighting color temperature – from cool to warm to set the tone

What are some of the common challenges faced in terms of getting the right lighting for a store?

• Creating energy-efficient lighting systems.
• Selecting systems that are low on maintenance.
• Choosing the right partner with correct solutions and great service terms.
• Keeping up with the dynamic, evolving international market, and sourcing the same in India.

Catalyst Design recently designed an experience centre for ILIFE, which manufactures the robot vacuum cleaner brand EASINE.  The ILIFE group, which has expanded their business to over 30 countries, wanted to  transform their experience center, which existed in a traditional lounge setup, into something that “more strongly represents the brand and accentuates brand identity more prominently”, as shared by Catalyst Design. The idea essentially was for the design to help in depicting and presenting the products in a more effective way.

Catalyst successfully created a space that reflects all that the brand stands for —  cutting-edge technology to meet various cleaning needs and a product that offers versatility and convenience for everyday use. The 2000 sq ft store located in Bangalore is indeed a reinforcement of the brand values.

Catalyst Design shares that the main highlight of the design project,  that was executed between December  2021 and January 2022, was the theme – movement and motile aspect of the product. Hence lines were used across the designs, depicting motion and flexibility. Lights have also been used to create a futuristic look resonating with the brand’s focus on cutting edge technologies.

nnerwear brand Zivame has executed a window campaign around the theme, ‘Dekho Maine Kya Kiya’. The idea was to encourage women to push their boundaries and live out their desire to be comfortable with themselves in new and exciting ways. Executed by Catalyst Design, the window campaign aimed at inspiring women to break out of the question, “Can I pull it off?” which holds them back as the right The right intimate wear, made for her body type, is an enabler of personal style and body flair.

As the Catalyst teams informs, talking  about the VM concept and execution as part of the campaign, “The right intimate wear supports a woman to confidently push forward. Zivame’s ‘Dekho Maine Kya Kiya’ campaign captures this confidence and freedom.
The window itself consisted of a central circular MDF structure that mimicked a bioscope. The internal 4 circles revolved around the centre of the reel. This movement impersonated a running showreel, showcasing captured stills from the brand campaign.”

Details

Total Number of Stores – 88 ( Pan India)

Vendor Involved –  Catalyst Design – West & South /  North – KVC Retail Solutions 

Courtesy – Divya Vandal

Source:https://www.retail4growth.com/projects/go-ahead-and-feel-good-urges-zivames-vm-campaign-5737