Festive lighting after fashion week
February is big month in the fashion world. New York Fashion Week, London Fashion Week, Milan Fashion Week and last but not least, Paris Fashion Week at the end of the month. These are huge events, filled with house-hold names in the fashion world, and the lighting on each runway is carefully planned to enhance the models and the clothing they’re wearing, keeping the runway bright and light without making models looking too washed out.
Once the shows are over, however, and the seasonal clothing finds its ways into shopping centers and shopping streets, how can retailers use lighting to attract visitors and keep them around long enough for them to pop into shops, try things on, and part from their well-earned money?
We thought we’d take a look at three of our projects that used festive lighting to answer this question.
Fashion as a focal point in Budapest
Budapest wanted their fashion street to shine and they decided to take a different approach to festive lighting, installing oversized 2.5m cocktail dresses, high heels, umbrellas, handbags and other fashion accessories. Visitors flocked to the fashion street and both visitors and television viewers delighted in the new look for the season. On top of that, the street – Deak Ferenc Street – won the name of the “Most Atmospheric Place” for the Advent season, making it a destination, not just a quick shopping stop.
Fashion motifs and festive lighting for a WOW effect at Zoetermeer
Dutch Zoetermeer wanted to create a WOW-effect in its central shopping streets and the winning approach blended oversized fashion accessories with thousands of twinkling light points, with elegant chandeliers of cascading strings of lights.
The animated motifs drew record crowds to enjoy and of course, to shop.
Mall of the Emirates dazzles with festive lighting
For the Mall of the Emirates’ tenth anniversary, they wanted combine their celebrations with lighting that conveys a sophisticated, up-market feel and that allowed visitors to “see themselves” in the eyes of the mall, with the use of mirrors and other reflective materials. Walking in a wonderland of festive lighting, filled with glittering gold, silver and white elements, visitors came to see the first festive lighting installation ever displayed in the mall and stayed to enjoy the atmosphere and, of course, the many retail opportunities.
After the fashion weeks…
With a creative approach to lighting, incorporating fashion elements or simply timeless, elegant concepts, it’s possible to turn shopping streets, malls and public spaces into destinations that make people smile, and make people stay.