Case Study: Let There Be Light The Situation Assume that you are a visual merchandiser consulting for three entrepreneurs who are about to enter retailing for the first time. They have several possible store concepts in mind. You are preparing to guide them as they weigh the possibilities. One of their concerns is the lighting of the store because they've discovered that fuel costs are rising again. Since they own their own building (which previously housed a hardware store) and will have to pay for the store remodel and monthly energy expenses, they are concerned about containing costs. "We want to operate efficiently enough to protect the bottom line on our balance sheet, but we don't want to cut back on the necessary atmospheric elements, either." The entrepreneurs are looking at two types of retail options: - A budget do-it-yourself picture framing warehouse that also sells inexpensive art prints and photography - A high-end photography equipment/photo gallery business with custom framing You're not a lighting expert by any means, but you do want to offer them some basic guidelines. Your challenge 1. Suggest a lighting format for each type of store and explain why each type of lighting (or combination of lighting types) would be most effective for the situation. Start the planning by discussing the type of lighting needed to establish a strong brand identity or image for either retail concept. Address issues for ambient, accent, and task lighting. 2. Identify several sources where you might gather more information about current lighting technology for retail settings. 3. The building has traditional store display windows. Suggest how they could be used for each type of business. Discuss the impact that decision will have on interior lighting as well as on window lighting. For example, do you envision open windows or closed display windows for either store? 4. Draw a lighting layout for each store (referring to guidelines and illustrations found in this chapter). 5. Go to www.visualstore.com or any other store fixturing site and select some lighting fixtures that you believe will accomplish the tasks outlined in your criteria list for each store. Print the photographs or drawings and attach them to your case study before turning it in for evaluation