How to use lighting to enhance customer experience in designed interior

One of our lead interior architect and designers, Dave Dalziel, draws on learnings from some of our recent projects to discuss the importance of lighting to create mood and heighten consumer experience. 

Lighting can, and does, play a vital role in environmental brand experiences. It’s what people experience in terms of a physical space and journey. Design and feature lighting products that play up to a certain design style or schemes’ aesthetic are only enhanced further by a considerate lighting design approach working holistically.

Subject to how you use it, lighting design can reflect a brand in many ways. Take our recent Birdies Crazy Golf project which is all about competitive socialising. Without the lighting playing an integral part in the user’s journey the scheme just wouldn’t have worked or enhanced the overall experience. Yes, a customer could have still played crazy golf, but not in the amplified or exaggerated colours, movement, dark into light, spot focus on features and neon colour changes that the set up provided. Birdies ‘the brand’ has an illuminance chaos that instantly stands it apart from other hospitality brands. It’s a key element to the experience and just as vital as the choice of materials in its design.

If done well and appropriately, strategic lighting design can define a space and its use, particularly when combined with the right design approach, such as calm, relaxing spaces like an intimate dining experience or relaxing spa and treatment. Where a space is high octane and energetic, bright attractive and colourful lighting is needed to show off the product or make a statement.

The absence of light should never be underestimated too. We have worked with MeatLiquor restaurants for the past ten years and in this case, the lack of general lighting is often, if not always, the approach to create an experience aligned with the brand’s personality and offer. It all comes down to a strategic approach that’s right for the scheme and desired outcome of the customer experience.

Trends in lighting design

The adaptability and flexibility of lighting products is critical these days. Changing of spots, features, filters and adaptability to allow a client or customer experience to change throughout the day and into the evening or a specific scene desired. Programming systems, whether DALI or equivalent, are ideal in hospitality or retail design spaces and can create a pace and energy to a space.

The latest trends are seeing smarter units, discreet where possible, unless fittings are needed to enhance the interior or exposed light fittings are part of the intended interior scheme. And as designers we have a role to play in seeking out better performing products and materials with energy use in mind. This is where controls and timers to adjustment systems certainly are advantageous.

Lighting design is one key consideration in the design process. Read more why it pays to focus on design process.