The success of corporate design guidelines ends with holding on to past values while
the environment has changed dramatically. Numerous retail brands de ne not only their furniture and materials but also their lighting. While the standards focus on good visibility, interior designers have recognised that lighting can be a powerful medium to communicate the core brand values. Focal glow, creating brilliance and drama helps to emphasise the exclusive and high-end character of a brand. In contrast, di use brightness of light lines underlines the equality. This warehouse look is typical for low budget supermarkets, where accent lighting could confuse the consumer’s expectation for a bargain.
Publication
Branding with light: When change is more important than continuity. In: Arc Magazine. 2019. P 50-51.