Today's retail lighting designer not only needs to be a consumer psychologist, directing the moods and emotions of customers to drive behaviour, but a marketing magician, employing the latest technology to drive sales. We have always been creators and technical advisors, but our role has just become increasingly more complex. This has been propelled, predominantly, by three things: the increased competition for retailers, the advancement of LEDs and what they can achieve, and smartphone and interactive technology.
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