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Christian, Stefan, thank you so 
much for agreeing to take me 

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through your customer experience
centre. 

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Really excited to go through and
basically build my own knowledge

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on what lighting is and how it 
has an impact on associates and 

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the customer experience. 
But can you take me through, you

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know how we're going to go 
through the the customer 

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experience centre today? 
Absolutely. 

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We will bring you, Alex and the 
POD audience to a lighting 

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journey. 
And where we start here in our 

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black box, we're starting off 
off showing the fundamental 

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aspects and the secret of light,
actually the power the light can

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bring into a space. 
And then the next stop will 

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actually be layers of light 
using different kind of layers, 

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setting the right mood. 
And we will then focus on the 

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grocery sector and we'll then go
ahead talking about. 

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The possibilities we can create 
to communicate with light, we 

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are making a piece of art. 
Like it or not, you know, 

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lighting is art. 
Lighting is art. 

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Actually, it's not this. 
It's not this. 

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It could be this. 
It's absolutely. 

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But here's more showing 
different modules, so to speak. 

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Oh, light is art. 
Good. 

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Good description, Alex. 
Brilliant. 

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So, Stefan, what are we going to
go? 

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Through today, today we are 
going to go through energy 

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efficiency and energy cost. 
And how you can make a big 

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impact on that, which is 
actually a big part of the 

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store's operational 
expenditures. 

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I will also talk about how 
important it is. 

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To take care. 
Of the right lighting for the 

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staff, the store associates. 
How we can reduce discomfort 

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there for them? 
So where are we going to go 

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first? 
Now, Alex, we go to the black 

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box. 
We're starting off there. 

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Perfect. 
OK, so Alex? 

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Let me show you what we got 
here. 

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We are inside now, what we call 
the black room or the black 

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boxes. 
I think this black box, we will 

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show you the top secret of what 
we can do with lighting. 

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I mean, lighting itself is not a
secret, but it kept the secret 

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and it's belongs to its contents
and the relation to that to us 

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human beings. 
Yeah. 

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So what I want you to show now 
is the possibilities we can 

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create in a retail space. 
To announce and expand the 

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shopping experience from a 
lighting perspective. 

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So let's start talking about 
light level. 

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That's the first step here we're
talking about light level and 

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what you can see here now is 
different kind of feelings and 

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atmosphere. 
And you can also see that I have

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this make my decision now where 
to put the highest light level. 

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It means also that the 
adaptation for your eyes will 

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automatically be. 
Where we have the light to spot,

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yeah. 
And it doesn't mean that we 

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don't want to sell the all the 
other items. 

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Yeah. 
It's more defining where to 

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look. 
So you're focusing the key 

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products here basically through 
light? 

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I focusing on the key products 
to make sure that you see them 

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when you're entering the store. 
Yeah, because I want you to see 

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them. 
Yeah. 

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And therefore I also, I have to 
dim down a little bit in the 

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surroundings. 
Yeah. 

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Doesn't mean that they are not. 
I don't want you to make. 

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A purchase for those goods. 
But it means that I want you to 

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put focus where it's need, where
it's needed on these three top 

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products which is shown here, 
understood and and it and it 

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draws my eyes to the 
paintbrushes. 

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I'm thinking I didn't want 
paintbrush, but now I want a 

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paintbrush. 
Now you need a paintbrush among 

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all others things in the store. 
I forget those green vases. 

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I want that paintbrush. 
So that's light level and this 

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room we can actually show 
different kind of applications 

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and you know visual appearance 
and so on. 

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And the next Phase I want to 
guide you through is the 

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combination between warm and 
cold which I described here. 

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Here we have a quite cool colour
temperature on those rings and 

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to make it a little bit more 
cozy I. 

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Suddenly needs to, of course, 
dim down. 

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What do you call it as in like 
between the two shades of light 

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I can see it. 
What is that? 

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What one's warm and one's? 
I would say one is warm and one 

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is cool. 
Is there a technical? 

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Name for that. 
Actually, Kelvin temperature is 

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the technical name. 
OK, good. 

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So that the cold one has 6000 
Kelvin cold temperature. 

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Yeah. 
And the warm one is has 2700 

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Kelvin. 
Got you. 

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And the combination between 
those two I would say is the 

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fundamental aspects of light in 
any circumstances. 

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But if you want to create a warm
atmosphere you do. 

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That's easy list to also adding 
some cool colour points, but 

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then you have a relation to 
warmth in the quite more 

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efficient way. 
So for it for this case, for 

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example, I had quite cool warm 
colour temperature nowadays and 

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I want instead having a quite. 
Blue feeling in totally in this 

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room. 
Yeah. 

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So I add some blue light here, 
which you can see Now go ahead. 

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So now the combination between 
the blue and the warmth gives me

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a quite good relations like the 
sky in the sorry, the sky in the

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sun outside, quite close, 
connection in between warm. 

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The next thing I want to show 
you now is actually how. 

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The light in the store creates 
modern atmosphere compared to 

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what I'm using. 
For example here I want to have 

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this warm ring and then I add in
spotlights and I add in the 

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spotlights in the certain in a 
certain area which is actually 

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not needed. 
I have the light here, but I 

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don't have any kind of light in 
my applications. 

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So what I do instead is that I 
of course need. 

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I'd like a little bit more on 
the vertical surface. 

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It will just announce the, the 
vertical surfaces to create such

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atmosphere, which is needed for 
the good, yeah, not for the 

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room, yeah. 
And that's. 

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So merchandisers must love the 
fact that you can bring to life 

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different colors in their 
product then? 

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Exactly, that's true. 
So, and especially the the the 

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direction of the light, the 
amount of the light and the. 

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The type of light if it is 
ambience or directional light, 

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yeah that creates the whole 
sense. 

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Yeah. 
So Alex the last thing I want to

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show you now in the black box is
actually color reproductions, 

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how light color in combination 
with physical color can change 

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totally the environment. 
What we see in front of us now 

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is quite white collar natural 
white color. 

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So I am now will address to a 
more. 

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Fixed color, Yeah, monochromatic
color. 

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And you can see also on the 
colors now that they did totally

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changed tremendously the 
atmosphere depending on how much

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content from the light. 
Yeah, you really saw the greens 

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picking up a little. 
Lose exactly. 

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Once again you see how the picks
up. 

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So if there are no relations in 
between the light colors and 

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physical colors. 
There are no lights to reflect 

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and you can actually see also 
that some of the colors will 

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totally appears differently. 
So do you do you work with 

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visual design people to sort of 
help them understand which 

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colors are going to bring out 
the best or the most vibrant 

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environments? 
I would say it's a part of the 

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lighting design process. 
Definitely. 

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It's a part of the process to 
guide the clients picking the 

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right light. 
And then we see color light as a

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trend, it will come Now once 
again color light has been a 

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trend here and there, but now 
it's a trend again. 

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And we see that that will have a
deep impact on the customers 

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experience. 
And therefore also we need to 

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learn our customers how to use 
or the clients how to use color 

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light because it had will have a
deep impact on on on the 

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appearance and and the visual 
quality of the room. 

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So Christian, what? 
What are we looking at here? 

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Alex here. 
I'm going to take you to a 

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journey when I will explain the 
layers of light, the importance 

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of choosing the right level and 
the right layer of light in 

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different applications. 
Now we stand in grocery, so we 

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are going to talk about grocery 
lighting. 

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Yeah. 
So first of all we can talk 

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about the ambience, actually the
base when we place the light, so

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if we switched off. 
The accents, more or less. 

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All of the accents in the store.
We will see that. 

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What's an accent? 
Accent is actually the 

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spotlight's effect when we're 
highlighting the product. 

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Oh, wow. 
Right. 

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OK. 
So now we take down and only 

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talking about the ambience. 
What we have here is actually an

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ambience, which is some people 
call it dark light effect. 

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It's more or less that you don't
see where the light come from, 

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you only see the effect 
connected to. 

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People sometimes talk about 
luxury experience. 

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Yeah, more smoother experience. 
Yeah, this feels like I'm going 

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to dwell. 
I'm going to discover more. 

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I'm going to hang around more. 
Exactly. 

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It will hang around more. 
Wow, the first layer that we 

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have before lighting you rake. 
You hang around. 

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More yeah, the lighting can make
you hang around more but but but

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it also set the whole mode, so I
will say that this first layer 

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is more or less the most 
important one. 

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Because it set the mood. 
So if you follow me here Alex, I

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will show you a little different
way of approaching the first 

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layer, the ambience. 
So Christian, we we were just 

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looking at sort of a dwell, a 
slow discovery type experience, 

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but you were telling me that you
can also create a fast-paced 

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experience. 
Yeah, we set the hood depending 

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on on on on the, on the 
atmosphere and and. 

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And the type of shopping for 
here example we we have more or 

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less the same lux level, but we 
have a higher brightness 

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experience because we now 
showing the luminaire and we 

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creating a much more smoother 
ambient at still higher level. 

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So it's more about speed 
shopping, making decision fast, 

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creating the selections fast 
without having the motor set 

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that maybe stays make you stay a
little bit longer in the store. 

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So that is what I want to show 
you here. 

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Completely different approach 
from the glare of lighting to 

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the hybrid situation we have 
here that makes you shop fast 

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and quickly. 
OK, Alex, now it's time to take 

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a look onto the power of accent 
lighting. 

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And we're talking about the 
layers that most of the readers 

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are fully aware about how much 
impact contrasts. 

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And atmosphere directional 
spotlights can create for the 

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environment. 
So what we do now is we we we 

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use accents but we have a little
bit more cozy atmosphere. 

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We we rely on the the way that 
this atmosphere should have a 

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little bit more cozy feeling. 
We add in the 2700 Kelvin means 

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also that we don't can keep the 
warm in the luxury level, keep 

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the atmosphere really good and 
what we do now is that we. 

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The 2700 Kelvin appearance which
you can see here which also 

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addressing a much more calmer, 
relaxing atmosphere. 

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If I want to go up in speed lot,
meaning that it's creating much 

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more speed shopping, then I 
instead take down the 2700 

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Kelvin and instead using the 
more common temperature 3000 

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Kelvin, which is not a major 
different but it creates a 

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different for the whole space. 
So for example in the store you 

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can easily do so that you have 
one part which is warmer light 

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and one part which is cooler 
light. 

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And you can fairly see there is 
a trend now in retail space is 

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that if we're talking about 3000
Kelvin only as a color 

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temperature before now we much 
more defining where should we 

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have the warmth atmosphere, 
where should we have the speed 

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shopping atmosphere, where 
should we have the experienced 

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atmosphere etcetera, etcetera 
depending on the space and the 

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goods. 
So Stefan, tell me what what are

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we looking at here? 
Welcome to our retail 

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experience. 
Centre where we. 

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Show different ways of of 
illuminating aisles in a do it 

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yourself store or a grocery 
store. 

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There are many ways to do that 
actually, and I will show you 

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the most common way first using 
a so-called trunking system. 

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This is general lighting, 
nothing else. 

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It's the light you need. 
It's a flat light over the whole

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area. 
There is no special direction to

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the light to the merchandise 
which is actually and you would 

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like to show. 
To the consumer, so we can help 

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our consumers a lot by directing
the light to the merchandise so 

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you can see what you're supposed
to buy and inform yourself. 

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I'm now switching to the more 
directed light and you can see 

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the difference because now we 
put all the focus on the 

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merchandise by using directed 
light. 

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And integrated light in the 
interior, Let's start with the 

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directed light. 
As you can see here now in the 

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back, all light is focused on 
the merchandise with the right 

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colour temperature in the colour
rendering, so you can make an 

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informed choice before you buy. 
There's very little attract 

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attention to the floor because 
you can orientate yourself 

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anyway. 
So I'm now going also to add 

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integrated light into the 
interior. 

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To further enhance the consumer 
experience and the merchandise 

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and as you can see now all the 
focus is on the merchandise, 

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finding the right colour, making
the right choice instead of 

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focusing too much in the floor 
and on the CD. 

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This is the preferred consumer 
experience to help made make 

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informed choices, Stefan. 
Earlier on, we discussed how 

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sustainability is top of mind 
for a lot of retailers and their

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costs. 
How do they do more with less? 

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I'm just curious, can lighting 
be a part of that conversation? 

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For sure Alex, it can and and it
can actually help that 

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conversation a lot. 
I mean lighting stands for 17 to

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18% of the world's energy 
consumption and a quite a big 

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part of the OpEx operational 
cost in a store. 

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Is associated with energy 
consumption, energy cost for. 

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So by making sure that you use 
the latest technology and save 

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on energy when you make your 
lighting investment, you can 

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help that decision because you 
free up capital then you can 

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spend on loss prevention and the
better enhanced consumer 

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experience. 
So in that sense lighting is is 

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the perfect investment. 
Both save cost and you can use 

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the money. 
For other very important 

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investments, Christian, earlier 
when we started our discussion 

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about lighting, you mentioned 
lighting is art and I can see 

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behind you lighting is art. 
Talk me through what what we're 

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seeing here. 
Actually, I mean light can also 

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be used as a communication tool 
in many circumstances. 

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In this case, we we have made a 
piece of art, to be honest, Like

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it or not, it's a. 
It's a kind of a. 

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Things happen in the store, drag
you into the store making light 

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as a communication. 
We talked about in the black box

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you remember about perception 
value, about looking through 

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things and contrast etcetera. 
So this is just a simple way to 

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make attention or draw attention
to a piece of place in the store

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like here we are now. 
You can see from the entrance 

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all the way that something 
happened there. 

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So it's a kind of a 
communication. 

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It's like it's not to lit the 
store, but giving kind of an 

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emotion I would say. 
And just out of interest from a 

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design perspective, what's the 
design process that you go 

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through with customers? 
It depends a little bit on 

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sometimes hopefully we have to 
come with IDs. 

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I mean if you know the scope we 
know maybe also the the brand, 

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then we if the if the customer 
itself have their own ideas, we 

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of course build in our solution 
into the idea. 

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If the lack of ideas we oftenly 
come with rendering studies. 

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Or it could be. 
Mood boards or whatever, just to

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make them aware about the all 
the possibilities they have to 

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make different kind of emotions.
Yeah, Chris mentioned that you 

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offer us the design solution 
service. 

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Or something. 
That's right. 

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We have you at the support of 
our offer. 

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We, I would say in in the most 
of our cases we use in this 

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solution design process as you 
say the selection of choices of 

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our brand portfolio, but also 
how we combine that together to.

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Make it easier for the retailer 
to operate in the store, make 

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the loss prevention but also the
atmosphere for the for the 

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customer as well. 
So it's a kind of a workflow 

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workflow chart you can say, to 
take all parts of the design 

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process in consideration. 
That's brilliant. 

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Thank you. 
Thanks. 

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Thanks, Alex.