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LIGHTFAIR INTERNATIONAL SEMINAR PREVIEW Visual display requires satisfactory lighting levels so that color, fabric and merchandise is easily recognizable. The choice between various types of lamps should be made in terms of color rendering and color appearance. one source but entirely different under another light source. Metamerism is the term used to describe light sources of different spectral composition, but of the Low and soft illumination should invite the shopper into a friendly and colorful atmosphere same color appearance. Color samples may look the same under one light source, but different under another light source. For best results the choice between various types of lamps should be made in terms of color rendering and www.iesna.org color appearance. Good color rendering is especially beneficial when merchandise is selected by virtue of its color. Visual ambience: is the overall impression the customers perceive on entering the store. Low and soft illumination should invite the shopper into a friendly and colorful atmosphere where a world of enticing and elegant displays awaits. Merchandising should be offered on well-designed and illuminated display counters generating a powerful ambience. Lighting for the retail environment can be separated into three parts: ambient, background and display or accent. The simplest and most effective formula to illuminate this areas is” double and double.” It is a well-applied and proven method. With an ambient of 400 lx, the background illumination should be 800 lx and accent illumination should be 1600 lx. This combination will help to ensure that the shopper’s attention is directed to the merchandise of his or her choice. The ceaseless changes in the field of electronics should remind lighting designers what is state-of-the-art today might be outmoded tomorrow by new developments in either lamps, luminaires or control equipment. The lighting designer must maintain a vigil on all developments in his field of endeavor. It is obvious that to be proficient at “Merchandising the Retail Environment with Light” requires that the lighting designer has artistic skills, as well as astute technical awareness. With budget restrictions, all expenditure for lighting has to be justified and each of the following points demand serious consideration: capital outlay, utility consumption cost and annual maintenance cost. Designers must be alert to incorporate all three points when submitting a presentation. Although the final lighting installation is highly subjective, there is an interrelationship between the design and the profitability of the store. In the final analysis, it is the cash register that is the measure of success. Helmut O. Paidasch is a principal for HOP Illuminations & Associates, PYT LTD, Beecroft, Australia.
Circle 100 on Reader Service Card. elliptipar now offers very low profile compact luminaires in one- and two-lamp styles for lighting vertical surfaces, and a three-lamp style to add uplighting. Features include LIGHT PRODUCTS adjustable aiming; radial vertical blade baffle for 25 degree lengthwise shielding; integral electronic ballast (dimming and emergency optional); all aluminum and stainless steel construction and continuous rows with through wiring and quick connectors. The precise optical control of the T5 or T5HO fluorescent lamp in elliptipar’s high performance asymmetric reflector projects maximum peak candlepower down a vertical plane with exceptional uniformity. and top of the luminaires are made from an exclusive New Metal Crafts pattern. A four-leaf cup holds the lamps, and a crown of bronze leaves complete the design. The luminaire measures 44 in. in diameter (less lamps) x 38 in. Circle 98 on Reader Service Card. The new HIR XL Ultra Life PAR lamp from General Electric Company lasts three times (6,000 hours) longer than standard halogen PAR, says the company. The product provides excellent color rendering and beam control in virtually alllighting applications. The HIR XL Ultra Life PAR is available in three wattages — 45, 55 and 90 — as well as 12 degree and 40 degree beam spreads. d’ac now offers ADA compliant wall sconces and ceiling luminaires through its Portholes and Crossroads line. Both styles share a bold, circular design with architectural detailing. A 16 in. diameter trim ring and 13 in. diameter lens protrude from each mounting surface a mere 4 in., creating visually striking, geometric design continuity in a fresh, contemporary aesthetic. Circle 96 on Reader Service Card. Kichler’s new luminaire is a resin frog figure holding a lite copper umbrella. In addition, the company offers a complementary standalone copper umbrella. Standing 23 in. tall, the luminaire will develop its own natural patina over time and is supplied with a long-life Krypton 18.5 W lamp. Circle 99 on Reader Service Card. Based on an early electric design, circa the 1900s, New Metal Crafts now offers a custom designed commercial metal luminaire chandelier. Finished in antique bronze, the chandelier features a center of hand-formed decorative acanthus leaves. Fronds of leaves reach out to a metal ring that holds 16 lamps, separated by decorative rosettes. Also, cast iron finials at the bottom Circle 97 on Reader Service Card. To better provide softly diffused ambient interior lighting in a contemporary, geometric design aesthetic for a range of commercial and upscale residential corridors, Circle 95 on Reader Service Card. Bartco Lighting introduced its new Slide by Side adjustable staggered low-profile luminaire. The design, an original of Bartco Lighting, is a two-lamp linear luminaire that can be adjusted to varied spaces and still provide a continuous glow. The T5 comes with a high output ballast option, while the T8 is available with a high output, emergency or dimming ballast. Both T5 and T8 linear fluorescent lamps are available in 120 or 277 V. 82 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 and 32: PHOTOS: RTKL ASSOCIATES, INC. Arund
Page 33 and 34: PHOTOS: PETER RENERTS STUDIO Richmo
Page 35 and 36: LIGHTFAIR INTERNATIONAL SEMINAR PRE
Page 49: LIGHTFAIR INTERNATIONAL SEMINAR PRE

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