EXPLORING THE POTENTIAL OF PERCEPTUAL LIGHT ART TO ENHANCE EXPERIENTIAL RETAIL ENVIRONMENTS

Abstract: The surge in online shopping has resulted in decreased customer presence in brick-and-mortar stores. To attract customers, retailers need to enhance the experiential value of their environments. Lighting plays a crucial role in creating appealing spaces and guiding customers.  Through a  comparative analysis of "Normal" and "Rituals" stores, this study examines how lighting differentiates retail environments, focusing on parameters like color temperature and intensity differences. In addition, a case study is conducted on "The Crystal Chandelier," a dynamic light art installation at Westfield Mall of Scandinavia, to analyze how it enhances the experiential value in retail highlighting the importance of dynamic visuals and color variations in creating immersive experiences. Specifically, the study investigates "Outside Insight," a skyspace created by James Turrell in Stockholm, using a mixed-methods approach. The research examines the lighting qualities of Skyspace and its potential to create an immersive retail environment. The findings suggest that strategic use of color transitions, illumination, and correlated color temperature variations can, enhance visual stimulation, and evoke energy and excitement. Moments of color stability promote comfort and deeper engagement with displayed items. These insights demonstrate the potential of perceptual light art in designing retail environments, particularly in the personal care retail sector.