Premium shop lighting. How to get high end customer attention?
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”.
