Shopping online has fundamentally changed how we shop and plan our lives. It’s not surprising, considering the scale and speed of this transformation, that people have talked about physical stores disappearing from our lives altogether. The reality, of course, is more nuanced–and it’s becoming increasingly clear why. Visiting a store is, and will remain, essential to retail. If done right, the store will emphasize their purpose, the physical experience can become their brand’s key differentiator.
THE SOCIAL ASPECT
The in-store cafe concept is not a new idea, but the latest eateries to pop up are in hip cafés with conscious food options to match. Swedish fashion group H&M knows all about this. The latest addition to their palette of brands and cafés are It’s pleat, an in in-store café located in some of the London and Stockholm based H&M’s. The interior and the menu is described as “instagrammable” by reviewers, and the food is healthy, locally grown and affordable. All very suitable for building brand in social medias.
Not only do they position themselves as contemporary food wise, in the Stockholm café they arrange theme nights called “Come sit with us”. Events mainly targeted to young women (15-30) with informal talks from influencers, cook book writers and social entrepreneurs. A good example of being perceived as relevant and reaching out to the desired target group in a new way.
KNOW YOUR CUSTOMER
Shopping experiences continue to evolve, sometimes very rapidly, and retailers must meet the challenge of the new environment by knowing their customers really well. One brand that has a high customer awareness is Axel Arigato. The label, which began as an online-only couture sneaker label, has now five brick and mortar stores in Europe. When opening the flagship store in Copenhagen, the reviews were extraordinary. Designed by Halleroed and Max Svärdh, the store is perceived more as a contemporary art exhibition than a shoe shop.
“The store is created for the people in our community, rather than bringing sales. This is the future of retail,” says co-founder and CEO Albin Johansson of the space, which will also play host to special projects and weekly events. “Our mission has always been to work without boundaries and bridge fashion, art, commerce and community.”
CREATING THE ”HYGGE”
The sense of belonging and cosiness, is neatly summed up in the Danish word "hygge". It is a word descibing comfortable conviviality, and an undemanding way of socialize. Both H&M and Axel Arigato has listened to their customers, and adapted their venues after the target group they are adressing, both with related content and the perception of the store.
The trend for other woke brands today is primarily to build a community, rather than to sell a product. The product today, is the community itself. Big brands such as Apple and Nike, has for a long period positioned themselves as a community with core values and followers, not USP’s and customers. But how will you get there? Start by using the most valuable asset of all, the staff.
- Personal contact when shopping is immensely important today, says Paul Esplana, concept developer at Fagerhults Belysning AB. We need to feel that it is not about screens, and that we are getting something more than just a purchase. One of our basic needs as humans is confirmation and being seen, and that is where the staff in the physical store is a huge asset. Humans also have the feeling that we need to belong. Being a part of a movement, or a community, is something that speaks to us.
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Melanopic lux: lighting for education influenced by human biology
Light is essential in our daily lives, influencing our ability to see, overall well-being and performance. In educational environments, lighting quality can significantly impact students' focus, mood, and energy levels. So, how do we know what is the right amount and quality of light for this setting? Traditionally, light has been measured in lux, a unit of measurement for the intensity of light. It's used to measure how much light falls on a surface or the amount of light in a given space. One lux is the amount of light that falls on a surface that is one square meter in area when one lumen of light is spread out evenly. Recent advancements in research have unveiled the importance of melanopic lux, which goes beyond mere visibility. This measures how effectively light stimulates specific eye cells that regulate crucial non-visual functions such as sleep and alertness. In classrooms and lecture theatres, the melanopic ratio has become vital in lighting design, enabling educators to create spaces that support visual tasks and align with students' biological rhythms. In this article, we explore how lighting solutions can align with our biology, and how this helps to create optimum conditions for educational environments. The science of vision and light The human eye is a remarkable organ designed for high-resolution colour vision within a small area (approximately 2 degrees of the visual field) while relying on peripheral vision for motion detection. This dual-function system, shaped by evolution for survival, continues to influence how we perceive and interact with our surroundings. Our eyes are particularly susceptible to green and yellow light, reflecting our evolutionary adaptation to naturally lit environments. In contrast, blue light, which is chief in modern LED lighting, requires higher intensity to be perceived at the same level. Effective lighting design carefully considers brightness, timing, and distribution to support visual clarity and biological functions like mood and alertness. For example, exposure to bright light in the morning helps regulate circadian rhythms, boosting alertness and mitigating the effects of seasonal darkness. This is particularly important in educational environments, such as schools and universities, where lighting impacts mood, focus, and overall performance. Our Organic Response system provides an innovative solution tailored for these spaces. This smart lighting technology automatically optimises light levels, featuring daylight-responsive sensors and advanced occupancy detection, maintaining a balance between natural and artificial light. Doing so supports visual comfort and reduces energy consumption, making it an ideal choice for creating dynamic, efficient, and student-friendly learning environments. To further support students, well-lit spaces with minimal glare are essential for reducing eye strain and maintaining focus during extended study sessions. Adjusting light intensity and colour temperature for different tasks—such as reading, group discussions, or creative activities—enhances light's visual and non-visual effects. By integrating thoughtful lighting strategies like those offered by Organic Response, educational environments can promote healthier, more productive, and engaging learning experiences. Integrative lighting: Supporting health and well-being. Integrative lighting (also referred to as human-centred lighting) combines visual and non-visual benefits (such as emotional effects) to support biological rhythms and psychological well-being. This approach goes beyond traditional lighting solutions by considering how light impacts circadian rhythms and hormonal balance. Light exposure in the morning is critical for suppressing melatonin (the sleep hormone) and increasing cortisol (the alertness hormone). Proper timing helps align students' natural rhythms with school schedules, which often require a lot of focus. Consistent exposure to bright, cool light early in the day can enhance energy levels and cognitive performance. The melanopic ratio compares the spectral composition of a light source with daylight. Using this information, you can determine its melanopic lighting intensity. This enables the design of lighting setups that precisely meet both visual and biological lighting needs. Lighting recommendations for educational spaces Each learning environment has unique lighting needs. Libraries benefit from direct lighting on the floor, paired with ambient lighting on walls and ceilings. Vertical shelf lighting (200-300 lx) makes it easier to browse titles. Lecture halls, on the other hand, require glare-free, comfortable lighting with flexible control, ideally with pre-programmed scenarios. In auditoriums and classrooms, strong vertical lighting is crucial for clear visual communication, especially over greater distances, enhancing facial expressions and engagement. General lighting recommendations apply to all educational spaces. Our solutions meet industry standards, ensuring reading and writing areas maintain 500 lx for effective visual tasks. Using daylight-responsive sensors for luminaire rows can reduce energy consumption while maximising natural light. The number and arrangement of luminaires should be adjusted based on the room's size and function to ensure consistent illumination. The role of dynamic lighting A Double Dynamic lighting system can be a game-changer in educational environments. It allows for intensity and colour temperature adjustments to match the specific needs of activities, from quiet reading sessions to collaborative group work. Fagerhult's distinct approach to lighting means that our design is human-centric; we integrate scientific insight into light and human psychology, creating environments that support academic performance and well-being. Our focus on energy efficiency also means our advanced control systems optimise light usage while minimising energy consumption, contributing to a building’s sustainability goals. The customisable setting and flexible solutions ensure that educational environments can create tailored lighting profiles for different times of the day or specific learning activities. Long-term benefits of melanopic lighting Melanopic lighting, designed to mimic the natural light spectrum, helps regulate the circadian rhythm, which is essential for maintaining focus, energy, and emotional balance. In classrooms and study areas, proper lighting can reduce eye strain, improve sleep patterns, and enhance mood, which are critical for students' mental health and academic performance. By incorporating lighting that aligns with our biological needs, schools and universities can foster healthier, more productive learning environments,. This is particularly important during the winter months when daylight is limited. Whether through advanced tuneable white light systems, designs that maximise daylight, or energy-efficient solutions, we are dedicated to leading the way in lighting innovation for educational environments, delivering brighter futures—one classroom at a time.
The inspiration behind Nobel Week Lights: ”Light, art and technology intertwined.”
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