While low and mid-level fashion stores can attract attention with their vivid colors, loud music or neon lights, premium brand venues need to be elegant and chic, which rarely go hand in hand with garish interior design. At the same time, all the premises face the same challenge: that of attracting the attention of a modern customer. Today we write about how you can achieve a spectacular effect using only lighting.

YOU NEED MORE THAN A SIGN

Designing stores during the time of e-commerce’s dominion is a more difficult task than a few years ago. The storefront and the entire premises must now provide the customer with more information: not only to mark the existence of the store and define its range, but also to show him the quality and character of the brand so that he cannot resist spending time inside the store. The range of advertising, promotional and visual merchandising tools is huge, but the premium sector cannot choose from them as freely as other representatives of the retail industry.

EXAMPLE: A NEON SIGN IS NOT FOR EVERYONE

The use of neon signs is tempting: an illuminated sign or a logo from the inside immediately attracts attention, sends clear information about what can be found in the premises, and can convey an attractive message about the brand's values. However, the context of neon lamps, which started their careers in New York's Times Square in the middle of the last century, is not one that would be used by brands striving for a mature, demanding customer with a wealthy wallet.

LUCKLY THERE IS CONTRAST LIGHTING

It is no wonder that neon signs appear more in the premises of street brands (such as Urban Outfitters, Timberland or River Island), and never luxury ones (such as Max Mara, Fendi or Coco Chanel). This does not mean, however, that the premium sector lacks tools that would give such great effects as neon signs or other expressive elements of decor. On the contrary, exclusive brands are masters of attracting attention with light. For this purpose, however, they choose contrast lighting, i.e. LED lamps with special lens.
By directing the light beam of such a lamp on a selected element of decor or goods, they achieve the same effect as would be achieved by illuminating the object from the inside: maximum high contrast between the object and the background. Consequently, the exposure allows:

• Getting the customer's attention immediately (e.g. to a sign, mannequin or product),
• Saving yourself in his memory (it is easier to remember "glowing" objects),
• Highlighting high quality and the smallest details,
• Building a prestigious character of the interior and sending customers a clear promise: “Here, you will find the highest-class assortment".

NO CONTRAST LIGHTING IS LIKE NO ADVERTISING

There is one more reason for the use of contrast lighting in stores that strive for the most demanding customers. Its absence gives a similar effect to a turned off neon or a faded poster - it sends a clear message: "closed", "out of date", "unimportant".
The same will happen with products that do not get the right contrast. In a flat light scene, the customer will stop his eyes in random places, and the most important products will become unimportant objects for him.
If you want to ensure high quality lighting in your store and make the design refer to the world's top premium brands, get in touch with us. We are happy to prepare a contrast lighting design project for you, which will increase the interest in your premises.