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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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So where are we going to go 
first? 

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Now, Alex, we go to the black 
box. 

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We're starting off there. 
Perfect. 

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OK, so Alex, 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 box.

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And in this black box, we will 
show you the top secret of what 

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we can do with lighting. 
I mean, lighting itself is not a

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secret. 
That it kept the secretness 

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belongs to its contents and the 
relation to that to us human 

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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 shopping

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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 

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

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Feelings and atmosphere and you 
can also see that I have this 

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

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Means also that the adaptation 
for your eyes will automatically

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be where we have the light to 
spot. 

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And it doesn't mean that we 
don't want to sell the all the 

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other items. 
It more defining where to look. 

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So you're focusing the key 
products here basically through 

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light? 
I focusing on the key products. 

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To make sure that you see them 
when you're entering the store. 

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Yeah. 
Because I want you to see them. 

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Yeah. 
And therefore I also, I have to 

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dim down a little bit in the 
surroundings. 

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Yeah. 
Doesn't mean that they are not. 

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I don't want you to make a 
purchase for those goods, but it

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means that I want you to put 
focus where it's where it's 

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needed on these three top 
products, which is shown here. 

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Understood. 
And and it and it draws my eyes 

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to the paintbrushes. 
I'm thinking I didn't want 

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paintbrush, but now I want a 
paintbrush. 

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Now you need a paintbrush among 
all others things in the store. 

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Forget those green vases. 
I want that paintbrush. 

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So that's light level and this 
room we can actually show 

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different kind of applications 
and you know visual appearance 

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and so on. 
And the next Phase I want to 

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guide you through is the 
combination between warm and 

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cold. 
Which I described here. 

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Here We have a quite cool colour
temperature on those rings, 

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yeah, and to make it a little 
bit more cozy, I suddenly need 

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to, of course, dim down. 
What do you call it as in like 

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between the two shades of light,
I can see it. 

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What is that? 
One's warm and one's. 

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I would say one is warm and one 
is cool. 

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Is there a technical name for 
that? 

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Actually, Kelvin Temperature. 
Is the technical name Okay Good.

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So that the cold one has 6000 
Kelvin called Temperature? 

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Yeah, and the warm one has 2700 
Kelvin. 

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Got you. 
And the combination between 

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those two I would say is the 
fundamental aspects of light in 

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any circumstances that if you 
want to create a warm atmosphere

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you do, that's easy list to also
adding some cool color points, 

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but then you have a relation to 
warmth in a quite more efficient

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way. 
So for it for this case, for 

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example, I had quite cool warm 
color temperature nowadays and I

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want instead having a quite blue
feeling in. 

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Totally in this room, yeah. 
So I add some blue light here, 

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which you can see Now go ahead. 
So now the combination between 

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the blue and the warmth give me 
a quite good relations like the 

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sky in the sorry, the sky in the
sun. 

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Yeah, outside, quite, quite 
close connection in between 

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warm. 
The next thing I want to show 

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you now is actually how the 
light in the store. 

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It creates modern atmosphere 
compared to what I'm using. 

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For example here I want to have 
this warm ring and then I adding

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spotlights and I add in the 
spotlights in a certain in in a 

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certain area which is actually 
not needed. 

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I have the light here, but I 
don't have any kind of light in 

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my applications. 
So what I do instead is that I 

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of course need the light a 
little bit more on the vertical 

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surface. 
Just announce the the, the 

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vertical surfaces to create such
atmosphere which is needed for 

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the good, not for the room. 
Yeah. 

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And that's so merchandisers must
love the fact that you can bring

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to life different colors in 
their. 

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Product then exactly That's 
true. 

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So, and especially the the, the 
direction of the light, the 

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amount of the light and the, the
type of light, if it is ambience

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or directional light, yeah, that
creates the whole sense, Yeah. 

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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 can 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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Of course 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 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 And we're talking about

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the layers that most of the 
retailers are fully aware about 

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how much impact contrasts. 
And atmosphere directional spot 

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ties can create for the 
environment. 

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So what we do now is we we we 
use accents but we have a little

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bit more cozy atmosphere we we 
rely on the the way that this 

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atmosphere should have a little 
bit more cozy feeling. 

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We adding the 2700 Kelvin means 
also that we don't can keep the 

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warm in the luxury level, keep 
the atmosphere really good and 

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what we do now is that we. 
The 2700 Kelvin appearance which

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you can see here which also 
addressing a much more calmer, 

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relaxing atmosphere. 
If I want to go up in speed lot,

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meaning that it's creating much 
more speed shopping, then I 

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instead take down the 2700 
Kelvin and instead using the 

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more common temperature 3000 
Kelvin, which is not a major 

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different but it creates a 
different for the whole space. 

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So for example in the store you 
can easily do so that you have 

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one part which is warmer light 
and one part which is cooler 

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light. 
And you can fairly see there is 

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a trend now in retail space is 
that if we're talking about 3000

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Kelvin only as a color 
temperature before now we much 

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more defining where should we 
have the warmth atmosphere, 

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where should we have the speed 
shopping atmosphere, where 

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should we have the experienced 
atmosphere etcetera, etcetera 

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depending on the space and the 
goods. 

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So Stefan, tell me what what are
we looking at here? 

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Welcome to our retail experience
centre where we show different 

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ways of of illuminating aisles 
in a do it yourself store or a 

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grocery store. 
There are many ways to do that 

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actually and I will show you the
most common way first using a 

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so-called trunking system. 
This is general lighting, 

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nothing else. 
It's the light you need. 

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It's a flat light over the whole
area. 

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There is no special direction to
the light to the merchandise, 

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which is actually and you would.
Like to show to the consumer so 

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we can help our consumers a lot 
by directing the light to the 

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merchandise so you can see what 
you're supposed to buy and 

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inform yourself. 
I'm now switching to the more 

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directed light and you can see 
the difference because now we 

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put all the focus on the 
merchandise by using directed 

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light. 
And integrated light in the 

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interior, Let's start with the 
directed light. 

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As you can see here now in the 
back, all light is focused on 

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the merchandise with the right 
colour temperature in the colour

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rendering, so you can make an 
informed choice before you buy. 

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There's very little attract 
attention to the floor because 

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you can orientate yourself 
anyway. 

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So I'm now going also to add 
integrated light into the 

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interior. 
To further enhance the consumer 

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experience and the merchandise 
and as you can see now all the 

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focus is on the merchandise, 
finding the right colour, making

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the right choice instead of 
focusing too much in the floor 

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and on the CD. 
This is the preferred consumer 

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experience to help made make 
informed choices, Stefan. 

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Earlier on, we discussed how 
sustainability is top of mind 

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for a lot of retailers and their
costs. 

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How do they do more with less? 
I'm just curious, can lighting 

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be a part of that conversation? 
For sure Alex, it can and and it

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can actually help that 
conversation a lot. 

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00:12:37,320 --> 00:12:42,360
I mean lighting stands for 17 to
18% of the world's energy 

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consumption and a quite a big 
part of the OpEx operational 

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cost in a store. 
Is associated with energy 

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consumption, energy cost for. 
So by making sure that you use 

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the latest technology and save 
on energy when you make your 

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lighting investment, you can 
help that decision because you 

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free up capital then you can 
spend on loss prevention and the

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better enhanced consumer 
experience. 

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So in that sense lighting is is 
the perfect investment. 

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Both save cost and you can use 
the money. 

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For other very important 
investments.