Cover 1_rto4 - Illuminating Engineering Society

More documents

Recommendations

Info

During the 1980s and 1990s, the shopping mall became the central civic space for many communities. It is where people meet and socialize; where they eat, exercise and entertain themselves. Shopping malls provide an environment where the visitor is offered a broad variety of amenities and diversions, as well as retail shopping venues. A person might go to the mall for some reason other than to visit the stores, but the trip usually produces a few purchases. For the lighting designer, the new concept meant that the public mall was no longer just a corridor. It was a feature area, an exhibition space for specialty vendors, fairs and seasonal displays; a staging area for product demonstrations, concerts and shows; a meeting place for groups of all sizes; and, of course, a relaxing place for tired shoppers. The lighting design presents the space as attractive and open and full of opportunities. Retail’s tough competitive environment keeps merchants constantly searching for a new concept that will keep shoppers coming back to their location. In the 1990s the strategy of the public mall as a themed environment became a popular format for new malls and renovations of existing properties. The rationale behind it embraced the idea that the shopping trip expands into and becomes an entertaining adventure, and the “Retail Entertainment Center” came onto the mall scene. People came to the same stores to shop, but they found themselves in the midst of a theatrical scene — a garden, a jungle, a futuristic landscape. Often, one of the anchor tenants was a multiplex cinema or a themed restaurant, adding to the intensity of the entertainment experience. The lighting for the public space in this shopping venue becomes part of the show. 4. Programmable luminaires: Automated gobo and color changer and beam shaper Moving lights: Automated pan and tilt Another concept that started growing in the 1990s is actually a return to the earliest retail forms — the open-air market. The new venues, called Main Streets or Town Centers, are very much like the old big-box strip centers. The difference is that all elements contributing to the shopper’s experience is controlled. In the past, shoppers would walk down the main street of their town and visit the toy store, the haberdasher, the shoe store, etc. Streets and parking places would be standard municipal issue and each storefront would look as different as the ownership of each store. New Town Centers provide the streets, the parking, the street furniture and storefronts to create an environment that is reminiscent of its ancestor, but all based on some unifying design concepts. In this way, shoppers have the variety of experiences they used to get, but with more comfort and without the confusion created by the old hodge-podge environment. The Town Center or Main Street can be outside or inside a mall; it can be an exterior component attached to an interior mall. The lighting design for these venues must address roadways and pedestrian sidewalks, signage structures and building facades, water features, and still create an entertainment feel- What makes lighting look theatrical? High contrast, visual textures, and saturated color What makes lighting feel theatrical? The Unexpected: The lighting effect or color wash that the average shopper never saw in a store before. Visual Animation: moving lights Appropriate Tools 1. The same stuff you are using now: Adjustable accent luminaires Flood luminaires Exposed/concealed cathode 2. Theater instruments: Ellipsoidal reflector Gobo projection Zip strips LEDs 3. Color media: Theatrical gel Dyed glass Dichroic glass
PHOTOS: PETER RENERTS STUDIO Richmond Town Square is a renovated mall near Cleveland. It was built in the 1970s. The black-and-white image (top) is the original mall concourse; the middle image shows the renovated main concourse, and the bottom image shows the food court. This is a traditional mall design. The lighting treatments include cold cathode coves, ceramic metal halide downlights and a custom fluorescent pendant. true low-brightness reflectors. High lumen compact fluorescents, such as quad- and triple-tubes lamps can also be used in small aperture luminaires and have similar benefits of excellent color rendition, long life and low energy. These sources are rapidly replacing incandescent and halogen lamps in mall lighting designs. Mall exterior lighting has evolved similarly to interior lighting. The points previously mentioned about the new theatrical techniques also apply to exterior lighting. Usually, exterior lighting for a mall is limited to the entries and a few architectural features. Exterior lighting on Main Street projects is more extensive, but the same principles apply — create visual destinations with some element of entertainment. The authors: Alfred R. Borden IV, IALD, is president of The Lighting Practice, Philadelphia, and Helen K. Diemer, FIALD is vice-president. The Lighting Practice was founded 12 years ago and has grown into a diversified international practice in the application of lighting for architecture. Borden has more than 20 years of experience in lighting design. He is a past president of the Philadelphia Section of IESNA, and is on the Executive Committee of the International Association of Lighting Designers. He has been an IESNA member since 1978. Diemer had 15 years experience as a lighting designer with firms in New York, Minneapolis, and St. Paul before joining The Lighting Practice. She is a past president of the IALD and was named a Fellow last year. She is also an active member of the Philadelphia Section of IESNA, and has been an NCQLP QUIZ 1. What types of light sources were primarily used by high-end malls into the early 1990s? 2. According to the authors, what makes lighting look theatrical? 3. What theater instruments do the authors recommend using to create a theatrical feel? ing. The Main Street is a themed entertainment village, complete with architectural and lighting features that tie the buildings to a time period or locale, but with a theatrical spin. One of the best things to happen to retail in the 1990s was the introduction of low-wattage, high-color-rendering metal halide lamps, and high-lumen compact fluorescent lamps. The new generations of metal halide PAR lamps and ceramic arc tube metal halide lamps have an attractive warm color, very little color shifting, long life and low energy consumption. They are small and can be used in fixtures with small apertures and 4. Due to their size, what types of fixtures can metal halide PAR lamps be used in? 5. What are the benefits of high lumen compact fluorescents? Name___________________________________________________________________ Address_________________________________________________________________ City/State/Zip__________________________________________________________ Phone__________________________________________________________________ Fax_____________________________________________________________________ Please return to NCQLP Quiz c / o LD+A, 120 Wall Street, 17th Floor, New York, N.Y. 10005 by July 15, 2001. You may also fax to 212-248-5018. 58 LD+A/May 2001 www.iesna.org
Page 1 and 2: RETAIL LIGHTING Lighting Design + A
Page 3 and 4: Willard L. Warren, PE, LC, FIESNA W
Page 5 and 6: SPECIFICATION SALES STRATEGIES Li H
Page 7 and 8: individual member. It is suggested
Page 9 and 10: Willard L. Warren, PE, LC, FIESNA A
Page 11 and 12: Brian Cronin, Director of Business
Page 13 and 14: Members in the News OSRAM SYLVANIA,
Page 15 and 16: 2001 IIDA Entries The following des
Page 17 and 18: IIDA Entries continued from previou
Page 19 and 20: Public Review of the Draft American
Page 21 and 22: P H O T O N S NOTES ON LIGHTING DES
Page 23 and 24: held on to their attachment to some
Page 25 and 26: Keeping with the luminous nature of
Page 27 and 28: the store. This will prevent flat,
Page 29 and 30: decor progresses east to west, from
Page 31: PHOTOS: RTKL ASSOCIATES, INC. Arund
Page 35 and 36: LIGHTFAIR INTERNATIONAL SEMINAR PRE
Page 51 and 52: Circle 100 on Reader Service Card.

Cover 1_rto4 - Illuminating Engineering Society

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?