How quality lighting enhances your brand

At a seminar hosted by GE Lighting Marco de Carli, Marketing Strategy Director and Andrea Borsetto, Design Director from Crea International look at how lighting can translate and enhance brand identity.

Marco and Andrea discussed how lighting can significantly contribute to creating a positive and innovative environment, reflecting the brand identity and core values and enriching the customer experience and the design impact.

Taking us through three stand out projects, lighting's ability to help tell a story, create a brand experience and stimulate customer engagement was explored.

The Barbican was an example of how lighting was used to define zones and create different ambiences. From the serene sophistication of Searcy's fine dining, to the lively informality of the Barbican foodhall and the relaxed feel of the Barbican lounge.

For the Barwa Bank emotional lighting was used to create a boutique environment with a modern and trendy, yet rooted feel. The lighting is an integral part of the customer experience, with luminaires used as part of the customer service, as innovative navigation tools.

For shoe retailer United Nude the product is king and is the main focus of the space. The lighting scheme focuses purely on the merchandise, resulting in a highly visual product display for real customer engagement.

Marco and Andrea concluded that lighting can create the path for design shape with perfect integration. In order to create a positive and innovative environment the lighting solution should also offer cost savings and eco-sustainability – and designers should find the most innovative lighting solutions through strong partnerships with manufacturers.

For further information on GE's range of solutions for the retail environment click here.

See our image gallery of the event.

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