Jenni Jacobs - Journal #1 Layers of Light

Department stores have so many layers of light!!  After all, it behooves them to have visually interesting merchandising displays and lighting that further accentuates and draws attention to the products in order to maximize sales.  I was recently inside Nordstrom (in the Men's department with my husband) and these are the layers of light observed:

 In Photo #1 you can see there is ambient/general lighting in the form of ceiling tile lights to provide enough general overhead lighting to navigate the store. A second layer in this photo is the track lighting along the ceiling which provides task lighting to highlight specific merchandise displays. A third layer seen here is the decorative pendant hanging above a display table, which serves both as decorative light and also provides a small amount of task lighting over that specific table.  All layers work in harmony to provide a dynamic shopping experience.  Merchandise would be inadequately lit and the store would feel very dim and gloomy within all of these layers.

 I took Photo #2 in the same spot as Photo 1, just turned to face the right and see the layers of light against the wall o' merchandise. You can still see the general and track lighting in the ceiling, but here there is a new layer of accent or focal lighting which illuminates the ceiling coffer and creates a visual path running along the back wall.  A fourth layer of light here is the task lighting of the downward rectangular sconces that illuminate the merchandise in the wall cabinet/display.

 Photo #3 is also taken from the same spot as the first two photos and shows another layer of task lighting provided by the small directional light sources under-mounted within the freestanding cabinet display.

Photo #4 shows focal lighting that illuminates the signage and entry to the dressing rooms, as well as a decorative layer backlighting the art/sculpture just inside the entry.  This decorative element also provides task lighting for orientation and wayfinding purposes to the dressing rooms.  The store would feel a lot less interesting without these visual cues, and would likely create a poor or less positive shopping experience that would ultimately result in lost sales for the retailer.