Project team:

Client: Engelbert Stockholm
Interior architecture and design: Christian Halleröd
Lighting design: ÅF Lighting, Kai Piippo (responsible),
Lina Färje (project manager), Karolina Hahn

23. Mar 2014

The principles of Nordic Lighting applied in a jeweller’s shop in Stockholm/S
Warmth from the north

Text: Moritz Gieselmann
Photos: Sten Jansin, Brendan Austin

Central Europeans tend to associate the north with snow and ice, with cold and darkness. The opening of a jeweller’s shop in Stockholm puts paid to this preconception in an impressive fashion. Classic design and state-of-the-art lighting technology, all in line with the principles of “New Nordic Lighting”, have been combined and applied to create a warm and friendly masterpiece.

What inspires us to linger in front of one particular shop window and study the articles on display but completely ignore another store offering more or less the same wares? Our prime motif is obviously our interest in the items for sale, but we are clearly attracted to the way the display is designed – and light plays a significant role in the latter.
We react automatically to light, especially to brightness and movement. Without wanting to and without consciously doing it, our eyes are attracted to the brightest spot in our field of vision. We respond to movement, and to moving light, in the same way. This is why we react to reflected light, including the light reflected by a piece of jewellery in a shop window. The human being is basically always in motion, even if it is only his head or his eyes that he moves. The process of perception is therefore always a dynamic one. The static, confined image is an abstraction, which does not exist in reality.
If we are aware of a display within our field of vision, and our eye is attracted to reflected light as we pass it by, this provides a strong impulse to our subconscious to direct our attention to what has triggered the stimulus.
If shop window lighting is able to trigger this response, it has already captured the attention of a potential customer. The item on display should be illuminated to bring out all aspects of its qualities, the details of the materials it is made of, of its shape and texture and, in the case of jewellery, to allow the viewer to begin to understand the care that was taken to design and create the piece.
The light must be applied to shape the object, to highlight its three dimensional quality, to bring out the sparkle. It must show the colours of the item on display to their best advantage and optically convey the texture of the wearable art.
If the passer-by is to become a potential customer, he must cross the threshold and enter the shop. Fear of entering a space is common to many of us. To counteract any apprehension regarding entering a store, the shop interior must be clearly laid out and easy to navigate. The brightness contrast to outdoors should not be too great and glare should be avoided at all costs. […]
The full version of the article can be found in PLD No. 92
And our PLD magazine app (iPad App Store) contains a media-enhanced version.

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