RETAIL LIGHTING 2010/2011 - SPITTLER Lichttechnik GmbH

RETAIL LIGHTING
2010/2011
Light up your ideas

2
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ask for more hard copies but we would suggest to download the
brochure under www.spittler.com. SPITTLER and Performance in
Lighting champion for a sustainable management of diminishing
resources.
SPITTLER ® is a company of Performance in Lighting SpA.
www.spittler.com

Design und Layout
SPITTLER Lichttechnik GmbH, Goslar
www.spittler.com
Retail Lighting
2 Overview
4 Introduction
6 Technical Details
8 Welcome – Entrance Areas
10 Shop Window – Fashion and Leather Goods
12 Shop Window – Watches and Jewellery
14 Retail Shop Floor – Fashion and Leather Goods
16 Retail Shop Floor – Watches and Jewellery
18 Retail Shop Floor – Fruits and Vegetables
20 Retail Shop Floor – Fish and Meats
22 Retail Shop Floor – Bakery and Cheeses
24 Retail Shop Floor – Pharmacy and Healthcare
26 Car Showrooms
28 Retail Shop Floor – Cash Desk
30 Trade Fairs and Exhibitions
Photos/ Pictures
Dipl. Fotodesigner Wolfgang Schwager, Aachen (Germany)
Fotodesign - Andreas Braun, Hameln (Germany)
Boutique Creativa - Luca Ugolini e Massimo Scavazzini, Milano (Italia)
Amanda Holmes, Photography, Berlin (Germany)
Uwe Spoering Fotograf, Köln (Germany)
Germano Borelli, Botticino (Italia)
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RETAIL LIGHTING
As humans our perceptions are realised through our
senses, with one of the most powerful being sight and
the use of our eyes. Therefore the correct illumination
of the retail, display and showroom area is essential.
Lighting is used to attract the customer and assist them
with their choices, in a pleasant environment leaving
them with a lasting impression. In selecting the right
lighting, a few fundamentals of the display area must
be understood.
What type of merchandise is displayed?
What price level and quality of product and services
are on offer? Who is the target customer group?
The basic lighting concept can now begin, however
it must be understood that this is the starting of the
lighting design and that the retail environment is a
working place for its sales personnel as well as a
display area for its merchandise. The use of correct
lighting can also create a feeling of well-being,
contributing to the effi ciency and motivation of
personnel, which is intrinsic to the operation of a
successful business. Although the illumination of
the general lighting area and display areas is distinct,
there are some basic principles to be respected in
order to provide a well balanced lighting scheme.
Firstly there needs to be a suffi cient basic level of
illumination on the horizontal and vertical surfaces.
The use of accent lighting to highlight merchandise
and display features.
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The „eye-catching“ light provides the desired light
scenario to the retail shop fl oor and the shops
appearance is enhanced greatly by the increased
use of accent lighting. Supplementary to the basic
and accent illumination, the use of light as an
information carrier to identify and defi ne areas is
also important. Some examples of these principles
are presented in our brochure „Retail Lighting“.
The retail environment is divided into task areas;
where the illumination of the entrance will require
a different lighting concept to that of the fringe
areas, shop window, cash desk and sales area.
With our „Retail Lighting“ brochure it is our
intention to make you aware of the possibilities
for retail lighting in a wide variety of merchandising
applications; textiles, leather, watches and jewellery,
fruit and vegetables, meat and fi sh counters,
bakery and cheeses, pharmacy and healthcare, car
showrooms, exhibitions and displays. These are a few
of the examples using SPITTLER‘S modern lighting
technology incorporating energy effi cient light sources,
and electronic control gear.
Please contact us for further information regarding
ourretail lighting design concepts, energy effi ciency
and return on investment cost.
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SPITTLER Technology – Optimizing the balance between light
quality and energy efficiency
REFLECTOR TECHNOLOGY LED TECHNOLOGY
In lighting technology a high and consistent light
performance from the reflector is a major factor
in a successful design, and only the right lighting
will allow your merchandise to be placed in the
„spotlight“. SPITTLER has developed their spherical
facetted reflector especially for these applications.
The spherically formed facets are designed to achieve
optimal efficiency from the lamp by ensuring the
surface is illuminated uniformly, without any dark
spots, and providing the highest possible degree
of efficiency and uniformity. The spherical facetted
reflector assures superb colour rendering compared
to standard facetted reflectors. This is achieved by
the dynamic reflective properties of the spherical
facets creating a greater surface area, which
compensates for the gravity effect of the lamp.
SPITTLER‘S reflectors are computer designed using
the most up-to-date technology to provide high
performance lighting to meet the most demanding
lighting tasks. SPITTLER‘S reflectors are interchangeable
with three different beam angles (four on LED
versions), offering a further additional advantage
with a simple changeover of the reflectors without
the need for tools. This easily allows the fitting to
be altered from a wide beam to narrow beam distribution,
which gives an advantage by offering the
flexibility to quickly change the distribution to suit
the retail display, always placing the merchandise in
prime focus.
Since the development of the first useful white
LED light in around 1995, this new light source has
created dynamic changes to the way we think about
lighting. Today the optoelectronic light generation
with LED is beginning to replace some of the conventional
light sources we use for general lighting.
The LED light source has many advantages for the
luminaire designer the light quality and energy
efficiency to name a few. These advantages naturally
play an important role in retail lighting applications;
within the light spectrum LED‘s emit virtually no UV
or IR and bleaching by UV should be a thing of the
past, also with the virtual elimination of IR the thermal
damage to merchandise from the light source is
removed. With these advantages by using LED light
sources the need to change the displayed merchandise
is drastically reduced. Another major advantage
is the longevity of LED, which reduces the
maintenance costs and fewer disturbances to the
operational hours of the business. The high quality
light offered LED‘s are already proving that energy
efficient and demanding solutions to retail lighting
are possible with LED‘s.
www.spittler.com

AMBIENCE FILTER – PRESENT YOUR PRODUCTS UNDER THE RIGHT LIGHT
Light and colour determine the atmosphere of a room
and considerably influence the perception of the goods
on display, for this reason SPITTLER offers ambience filters.
These filters ensure the presentation of products appear
„in their best light“, whether displaying fresh baked and
confectionery goods to fruit and vegetables, ambience
filters provide a vivid image to every detail with the main
colours being accentuated. The vapour-coated dichroic
surface of the glass filters ensures that, compared with
conventional filters, the non-passing radiation is not
absorbed but reflected. Therefore the thermal effect on
the goods being displayed is significantly lower through
the use of dichroic filters.
SPITTLER‘s ambient filters always ensure the right light for
every application.
Ambience filter for meat products
- Dichroic interference filter „Pink“
- Reduces the medium and infrared spectral area
to protect the products
- Emphasing the fresh natural colours of meat
and sausages
Ambience filter for bakery products
- Dichroic interference filter „M3-400“
- Increases the short wave spectral area from
yellow to infrared
- Intensifying of all warm colour shades for
bakery products
Ambience filter for fruits and cheese
- Dichroic interference filter „Yellow“
- Emphasises the fruit characteristics from yellow up
to red colour rendering
- Optimum product display for fruits and cheese
Ambience filter for vegetables
- Dichroic interference filter „Green“
- Amplifies the central green spectral area
- Reduces the infrared and UV part to protect
the products
- Emphasing the freshness of vegetables and flowers
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WELCOME – ENTRANCE AREAS
photo by Germano Borelli
REQUESTS
How do you attract customer into a shop? True to the saying
„light attracts people“; therefore the entrance requires a high
brightness to compete with the surrounding light, and under
canopy lighting needs added degrees of protection.
The brightness must be distinctly clear from the outside and
from greater distances, as there will be no second chance at
creating that fi rst impression. The quality of the entrance dictates
your potential customers further action, whether to enter or not
that‘s the question?
www.spittler.com

RECOMMENDED PRODUCTS
KR 12 EB
Round gimbal recessed light. Spherical facets
reflector with SPITTLER interchangeable reflector
technology.
DL 255 modular
Round modular recessed downlight with frosted glass
ring for compact fl uorescent lamps. Reflector made of
high-polished metalised pure aluminium.
EB 01
Recessed luminaire with narrow beam angle and
halogen metal halide lamps for effective accents .
DM 225
Square modular recessed downlight for compact
fl uorescent lamps. Reflector made of high-polished
vacuum metalised pure aluminium.
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SHOP WINDOW – FASHION AND LEATHER GOODS
REQUESTS
Shop windows are the viewing portals to your world of potential
customers. Principally the shop window offers the customer their
fi rst initial glance at the goods that are on offer, without them
entering the shop and interacting or being infl uenced by the sales
personnel. It is a very important stage where only the quality of
the display and message it conveys can infl uence the customer
to act further. Visual merchandising often requires shop window
displays to be changed regularly, which also requires a high
degree of fl exibility with the lighting. Many shop windows have
panoramic views with limited depth, therefore the use of wide and
narrow beam angle distributions, provided by SPITTLER refl ectors,
are able to provide the necessary general and accent lighting.
www.spittler.com

RECOMMENDED PRODUCTS
AS 23 LED
Track light for high-power LED.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
AS 13
Track light with UV-fi lter for halogen metal
halide lamps. Spherical facets reflector with
SPITTLER interchangeable reflector technology.
MIDI LUM
Pendant luminaire for halogen lamps.
EXTRUDO WALL
Wall luminaire for halogen lamps.
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SHOP WINDOW – WATCHES AND JEWELLERY
REQUESTS
Watches and jewellery are small and often exclusive precious
products that are positioned at eye level to the passer-by.
To appreciate and view the intricate details of these objects high
illumination levels are necessary, and by using the right lighting
solution you can emphasize the brilliance and intensity of the
precious gems and metals. Controlling the light as well as the
dark areas, surrounding the goods, can further accentuate the
precious merchandise.
www.spittler.com

RECOMMENDED PRODUCTS
KA 12 EB
Gimbal recessed luminaire system for halogen
metal halide lamps. Spherical facets reflector with
SPITTLER interchangeable reflector technology.
AS 27
Track light for halogen metal halide lamps.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
DL 105 LED
Mini Recessed downlight with inlayed micro prism
diffuser and with high-power LED.
EB 01
Recessed luminaire with narrow beam angle and
halogen metal halide lamps for effective accents .
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RETAIL SHOP FLOOR – FASHION AND LEATHER GOODS
REQUESTS
On the retail shop floor the customer needs to familiarise
themselves with their surroundings, and be presented with
a convincing and pleasurable shopping environment.
Directing your customers and good visual merchandising are
interlinked and both must be considered when designing the
lighting. Therefore the general area lighting as well as any
highlighted zones must both be taken into account.
The retail shop floor is a valuable asset which has a finite
photo by Germano Borelli
space, with shelving dominating the space and illuminated
by its own distinct lighting. Sufficient vertical illuminance is
necessary on the shelving areas, as well as a the general lighting
levels and any accent lighting if required. UV-blocking filters are
used in areas where products are sensitive, particularly on natural
materials like leather. Changing rooms must be considered as to
the lighting level, glare and colour rendering.
www.spittler.com

RECOMMENDED PRODUCTS
KA 18 EB
Gimbal recessed luminaire system for high-pressure
sodium vapour lamps. Spherical facets reflector with
SPITTLER interchangeable reflector technology.
EB 10
Recessed light for halogen metal halide lamps.
Reflector made of matt anodised pure aluminium.
DL 185 modular
Round modular recessed downlight for compact
fl uorescent lamps. Reflector made of high-polished
metalised pure aluminium.
KR 12 EB
Round gimbal recessed light for halogen metal
halide lamps. Spherical facets reflector with
SPITTLER interchangeable reflector technology.
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RETAIL SHOP FLOOR – WATCHES AND JEWELLERY
REQUESTS
Within many jewellers the watches, precious gems and metals
are displayed horizontally behind glass showcases, they would
then be removed for displaying on the counter or by hand.
In most cases to appreciate the brilliance of these precious
metals and gems a localised high illuminance is required with
a consideration to the angle of viewing. General discussions are
often held seated at a height of approx 1.20M, where a good
quality of light with controlled glare and visual comfort must be
maintained.
www.spittler.com

RECOMMENDED PRODUCTS
OPTALUX CT
Pendant luminaire with yellow glass refl ector
for compact fl uorescent lamps.
EB 12
Recessed light for low voltage halogen lamps.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
DL 105 LED
Mini Recessed downlight with inlayed micro prism
diffuser and with high-power LED.
KAI
Decorative pendant luminaire for halogen- and
fl uorescent lamps.
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RETAIL SHOP FLOOR – FRUITS AND VEGETABLES
REQUESTS
Fruits and vegetables are natural products which are best
displayed under a neutral white or daylight colour light source,
the cool light source underlines and emphasizes the freshness
of these products. Fresh produce such as fruit and vegetables
are temperature sensitive and we would recommend the use of
SPITTLER LED lighting as an ideal solution. The merchandise is
often displayed tilted on an angle, where particular importance
to the vertical levels of lighting is needed.
www.spittler.com

RECOMMENDED PRODUCTS
DL 105 LED
Mini Recessed downlight with inlayed micro prism
diffuser and with high-power LED.
PL 912
Pendant luminaire with prismatic acrylic reflector
for halogen metal halide lamps.
KR 23 LED
Round gimbal recessed light for high-power LED.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
KA 12 EB (3-fi elds-module)
Gimbal recessed luminaire system for halogen
metal halide lamps. Spherical facets reflector with
SPITTLER interchangeable reflector technology.
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RETAIL SHOP FLOOR – FISH AND MEATS
REQUESTS
The presentation and lighting of fresh fi sh and meat products
requires careful consideration during the lighting design.
For meat products warm light colours are recommended,
whereas for fi sh products cool light colours need to be
considered. Both these types of fresh produce are displayed in
chillers, with fi sh usually laid out before the customer on a bed
of ice. To accentuate the crisp freshness of the fi sh counter
very cool white HID light with a narrow beam distribution, to
provide a high brilliance, that refracts off the surface of the
ice would be an ideal solution. Thermal properties of the light
source must be considered which can be done by the use of
modern fi lter techniques, to reduce the thermal impact and
enhance colour rendering.
www.spittler.com

RECOMMENDED PRODUCTS
DL 105 LED
Mini Recessed downlight with inlayed micro prism
diffuser and with high-power LED.
EB 02
Day & Night Downlight with safety ornament
glass for 2 halogen metal halide lamps to be
choosen in different light colours
(warm white and neutral white).
AS 23 LED
Track light for high-power LED.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
AS 27
Track light for halogen metal halide lamps.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
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RETAIL SHOP FLOOR – BAKERY AND CHEESES
REQUESTS
On the bakery and cheese counters warm colours are the
dominating factor, and this should be considered when
designing the lighting which should make use of warm
light sources. For example the bakery is attributed by warm
brown and crispy freshness, which should be highlighted
by the lighting. Bakery and cheese products are frequently
presented in convenient packages behind the counters,
therefore it is important to clearly recognize the detail of
products on offer. A good balanced level of lighting with
minimal thermal impact is often required.
www.spittler.com

RECOMMENDED PRODUCTS
DL 105 LED
Mini Recessed downlight with inlayed micro prism
diffuser and with high-power LED.
OPTALUX CT
Pendant luminaire with yellow glass refl ector
for compact fl uorescent lamps.
KR 23 LED
Round gimbal recessed light for high-power LED.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
SH 12
Shelf luminaire for halogen metal halide lamps.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
23

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RETAIL SHOP FLOOR – PHARMACY AND HEALTHCARE
REQUESTS
Within the pharmacy and healthcare product counters small
packaged items are presented on shelving which require good
vertical illumination levels. A cool clinical and relaxed atmosphere
is needed to promote the feeling of calmness and well-being.
For the shelving SPITTLER recommends a direct light source
using neutral white colours.
www.spittler.com

RECOMMENDED PRODUCTS
DL 255 modular
Round modular recessed downlight with frosted glass
ring for compact fl uorescent lamps. Reflector made of
high-polished metalised pure aluminium.
KR 12 EB
Round gimbal recessed light for halogen metal
halide lamps. Spherical facets reflector with
SPITTLER interchangeable reflector technology.
DL 105 LED
Mini Recessed downlight with inlayed micro prism
diffuser and with high-power LED.
KR 23 LED
Round gimbal recessed light for high-power LED.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
25

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CAR SHOWROOMS
REQUESTS
Cars are generally presented in a technical engineering
environment, with high ceilings, open plan areas and a lot
of natural daylight, with a technical industrial architecture.
The car is naturally the focus of interest and an instant
recognizability with attention to the fi ne details is essential
when planning the lighting. The high brilliance of the car surface
requires good general illumination levels, with cool high colour
rendering sources of light being preferred.
www.spittler.com

RECOMMENDED PRODUCTS
OPTALUX CT
Pendant luminaire with blue glass refl ector
for compact fl uorescent lamps.
EXTRUDO LUM 1330
Pendant luminaire for halogen,- high-pressure,and
fl uorescent lamps.
AS 13
Track light for halogen metal halide lamps.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
PL 912
Pendant luminaire with prismatic acrylic reflector
for halogen metal halide lamps.
27

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RETAIL SHOP FLOOR – CASH DESK
REQUESTS
The cash desks on the retail shop fl oor has its own distinct lighting
requirements as it is a working space with a computer screen.
Based on this requirement it follows that recommendations
concerning illuminance, and luminance requirements must be
followed. A good lighting scheme in combination with an
ergonomic working space is an essential requirement to promote
well-being, motivation, and working capacity of the personnel.
SPITTLER recommends the use of direct / in-direct lighting with
natural white light sources according to EN12464-1.
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RECOMMENDED PRODUCTS
SL 787
Pendant luminaire with double parabolic louvre
for direct/indirect lighting for fl uorescent lamps.
Double parabolic louvre made of high-brilliant
metalised MIRO ® -silver aluminium. VDU application
suitable acc. to European Standards EN 12464-1.
SL 740
Pendant luminaire with micro prism for direct/indirect
lighting for fl uorescent lamps. VDU application
suitable acc. to European Standards EN 12464-1.
SL 740
Pendant luminaire with double parabolic louvre
for direct/indirect lighting for fl uorescent lamps.
Double parabolic louvre made of high-polished
metalised pure aluminium.
DM 260
Square modular recessed downlight for compact
fl uorescent lamps with cross louvre. Reflector made of
high-polished vacuum metalised pure aluminium.
VDU application suitable acc. to European Standards
EN 12464-1.
29

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TRADE FAIRS AND EXHIBITIONS
REQUESTS
Trade fairs and exhibitions are the ultimate displays in presenting
goods, services and above all your message to the market.
The limited time, space and uniqueness of each event justifi es
the utmost effort and presentational impact. The lighting concept
is an essential element to any display area, which should stimulate
the interest of the visitors and create a desire to enter onto your
exhibition stand. At the exhibition we often differentiate between
the communication and presentation zones, and goods should
always be presented under the best possible lighting.
www.spittler.com

RECOMMENDED PRODUCTS
AS 23 LED
Track light for high-power LED.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
EB 01
Recessed luminaire with narrow beam angle and
halogen metal halide lamps for effective accents .
EB 18
Recessed light for low voltage halogen lamps.
Spherical facets reflector with SPITTLER
interchangeable reflector technology.
JUEL LUM TRACK
Track light for halogen lamps.
31

12/2010
SPITTLER Lichttechnik GmbH Stapelner Str. 1+3 38644 Goslar / Germany
Tel. +49 (0) 53 21 / 37 77-0 Fax +49 (0) 53 21 / 37 77-99 E-Mail: export@spittler.de www.spittler.com SPITTLER