Retail lighting for fashion stores – the correlation between lighting design and visual store identity

In consumption-based cultures people often try to identify with the products they buy. Thus, it becomes a challenge for retailers and brands to represent themselves within their own communicable image and personality. This thesis aims to evaluate whether light can be used as a tool to affect the appearance of a store. Four abstract store stereotypes are created based on analyses of literature and present retail trends. Lighting concepts are then designed, each related to one store stereotype, and evaluated in an Internet-based survey.

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