Daylighting Drives Sales

There is growing evidence that incorporating daylighting into the design of retail selling spaces can positively impact the attitude of shoppers and actually stimulate sales. A study entitled Skylighting and Retail Sales, performed by Heschong Mahone Group, looked into the effect of daylighting on human performance. Commissioned by the California Board for Energy Efficiency, the study "established a statistically compelling connection between skylighting and retail sales. . .," concluding that "stores with skylights observed to have a sales index significantly higher than an equivalent store without skylights." ¹

As part of the methodology, the group studied a retailer who operates nearly identical sites, where only approximately half the locations contained skylights. All sites follow similar operations and are located in similar climates. The group conducted on-site visits and interviews with customers and staff which led to interesting findings. When posed the question, 'Does this store feel any different to you than other stores like this?' By far, the most common response (80%) was, 'This store feels cleaner.' The second most common response (65%) was, 'It feels more spacious, more open.' About one third of the respondents also mentioned that it was brighter.²

In recent years, the evidence of the positive effect of daylight and well-being has become overwhelming. "The medical science of the phenomenon of daylight is fundamentally very basic," explains Bruce Keller, Vice President of Kalwall Corporation. "Full spectrum light is a nutrient, essential for the process of biological combustion of photosynthesis - and is a basic component from which all life originates, develops, heals itself and evolves. Daylight has a profound effect upon all living things. Scientific fact gives compelling reason for incorporating full spectrum natural light into buildings."

However, not all fenestration systems are alike. Creating the best image or "mood" in an environment, especially in retail space, can be challenging. Poorly planned daylighting can result in extreme glare and, in turn, create a negative impact. Kalwall translucent Skylight, Curtainwall or Window Systems can create an interior space filled with balanced, soft, natural light - free from glare with true color rendition. An ideal solution for any retail space. Some of the world's largest shopping malls and major chain retailers incorporate extensive use of Kalwall. And on the high-end of retail business, even automotive showrooms.

KALWALL COVERS AUDI

The German car maker, Audi has created quite a buzz in the historically preserved district of Park Avenue in New York City in the form of a luxurious showroom.

"Audi blends sleekly inspired design, high technology and state-of-the-art materials in all of its cars," explains Tony Camilletti, Vice President of Jon Greenberg & Associates (JGA). "To adapt the Audi corporate visual standards to the New York City location, the team created a multi-level strategy." The Audi logo is used to reinforce brand identity. "The recurring curve in the logo design creates a strong synchronicity between product and design. The curved beech and stainless steel reception desk; the maple turntable and its faceted, round skylight above reflect the curves utilized in the design of Audi's vehicles." The translucent Kalwall Geo-Roof® skylight is the principle of the theme, design and drama of the showroom.

Kalwall proved to be the ideal design solution. The system is a structural composite sandwich panel formed by permanently bonding specially formulated fiberglass-reinforced translucent faces to a grid core constructed of interlocked structural I-beams. "The Kalwall skylight illuminates the featured car with a maximum of drama and a minimum of shadow and glare," states Camilletti. Kalwall translucent panels allow natural daylight to illuminate the space with quality, natural daylight while eliminating harsh glare, hot spots and shadows often associated with traditional glazing. Even on cloudy days, an even balance of usable natural light fills the interior. Kalwall offers light transmission ranges from 14% to 60%. The museum-quality light is ideal for showcasing the cars. The color rendition of the balanced lighting is excellent.

"The results are dramatic, pairing New York customers' sophisticated demand for entertainment and information with the minimalist design aesthetic of the German car company," concludes JGA's Camilletti.

KALWALL ILLUMINATES THE CLASSICS

In the late 80s, Ford Motor Company made a $2.5 billion purchase to launch themselves into the true realm of luxury automobiles. . . and possibly incredible debt. Jaguar would end up costing Ford an additional $6 million to reestablish the "Leaping Cat", not only as a design leader but also as a technological leader. When RAB in San Rafael, California, decided to "cage" their Jaguar of Marin, they hired Esherick Homsey Dodge & Davis (EHDD) to design a dealership that would surpass its strip mall location. Given that more Jags are purchased in California than in London, RAB wanted to set the pace for a new breed of drivers. EHDD's Director of Interior Architecture, Briggs MacDonald, pushed the image of Jaguar to create more of a "James Bond" feel.

The main emphasis of the design is obvious: "We wanted to highlight the automobiles through a contrast in elements; light versus heavy, smooth versus rough," explains MacDonald. "The materials reflect the quality of the car." Rough slate flooring contrasts the satin aluminum ceilings. Likened to the car's dashboard, rich mahogany detail accents the showroom. The signature color of Jaguar, dark hunter green, is seen in the upholstery. And the use of natural light to create and exploit a dramatic effect is made with the use of Kalwall translucent wall panels.

"The Kalwall is the major focus of the interior design," says MacDonald. "It is a primary light source and backdrop to the cars. "Acting as a lamp for the showroom, Kalwall provides balanced lighting that illuminates the space and creates an atmosphere of sophistication by eliminating lighting glare. The shape of the existing building was awkward," says MacDonald. "The ceilings were too low, not allowing enough natural light at the center. That's why we added the Kalwall; it acts like a natural light filter." The Kalwall is used to divide the 5,000-square-foot interior space. The long, curved curtainwall distinguishes the service area on one side; the rectangular curtainwall details the sales offices.

Creating the right look and feel became the most important concern. "I am pleased with the final outcome and so is my client," concludes MacDonald. "The dealership is a definite reflection of the car itself; it's refined and sleek, yet tranquil."

¹ Skylighting and Retail Sales. Condensed Report, Heschong Mahone Group

² Skylighting and Retail Sales, 8/20/99

For more information, contact:

Bruce Keller
Kalwall Corporation
1-800-258-9777

Audi Park Avenue, New York City, NY
Architect: Jon Greenburg & Associates
Photography: Laszlo Regos

Jaguar of Marin, San Rafael, CA
Architect: EHDD Architecture
Photogaphy: Mark C. Darley