Tailored lighting solutions boost sales across Harrods' diverse departments

A Harrods store from the inside; Copyright: Lighting Design International

05.06.2024

As Harrods commemorates its 175th anniversary, it continues to stand as one of the largest and most prestigious department stores globally, housing over 300 uniquely illuminated departments that elevate the luxury shopping atmosphere.

Since 2014, Lighting Design International (LDI) has been proud to work on over 30 prestigious lighting projects inside Harrods' iconic Grade II listed building in Knightsbridge. A press release published by LDI in the VMDS magazine on May 24, 2024 explores various innovative lighting strategies employed across different departments.

With this detailed analysis, LDI demonstrates how carefully crafted illumination not only enhances the aesthetic appeal but also strategically showcases merchandise, supporting Harrods' status as a premier luxury shopping destination. Each department according to LDI benefits from a tailored lighting approach, highlighting its unique products and features, thus contributing to a cohesive and immersive shopping environment.

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Lighting designs in Harrods' fashion departments

In the Lingerie Boutique, a bespoke suspended track solution allows for flexible spotlighting that highlights both the products and the historic ceiling features without altering the listed building. This lighting philosophy, characterized by warm tones and high colour rendering, is also planned for use in other women's fashion areas. The Contemporary Menswear rooms use extra warm ambient lighting to accentuate the clothing as well. Decorative lighting and brand dividers guide shoppers and highlight brand names, adding a unique stylistic touch.

In Harrods Men’s Shoes department, different lighting techniques are used to ensure footwear is the focal point. Recessed, focused LEDs create dramatic effects without visible fittings, and ambient lighting from concealed LEDs enhances the display.

“In modern retail lighting schemes, contrast and drama are commonly used, with many spaces moving away from blanket illumination. […] This not only helps to reduce energy consumption […], but it also provides a more enjoyable and aesthetically pleasing shopping experience.” (LDI press release, May 24, 2024)

The Harrods Superbrands department, aimed at creating a luxury shopping experience akin to high-end hospitality or gallery settings, uses indirect lighting to emphasize architectural details and create a welcoming ambiance.

Advanced lighting techniques for Harrods' luxury accessories

The Harrods Fine Watch department underwent a significant renovation in 2018. The redesign featured high output linear luminaires concealed above the walls and in vertical slots to illuminate the space indirectly. This lighting strategy enhances the architecture and luxurious finishes without the use of downlighters. The vitrines displaying the watches feature integral lighting that highlights the watches against the soft ambient background, carefully avoiding any reflections on the watch faces while still adding a dramatic effect. Additionally, a new watch strap display on the mezzanine utilizes layers of concealed, high-colour-rendering integrated lighting, creating an ideal showcase for luxury watch straps.

Tailored lighting designs across Harrods' distinctive food halls

Each food hall at Harrods presents its own lighting challenges due to the different products sold, requiring a specialized approach to both general and product-focused illumination.

In the Roastery & Bake Hall, the lighting is warm and decorative, creating a welcoming atmosphere that encourages shoppers to linger at the coffee bar. The lighting integrated into the shelves is discreet, contributing to a calm hospitality vibe.

“Constant improvements to colour rendering have provided further lighting opportunities and given us as consultants, more confidence to employ the use of warmer, more inviting lighting schemes, without sacrificing good colour rendition.” (LDI press release, May 24, 2024)

The Fresh Hall utilizes high-colour-rendering lighting within all the dark-finished counters, carefully tailored to each type of merchandise. This strategic lighting ensures that each product is dramatically and effectively highlighted.

The Dining Hall aims for intimacy with lower lighting levels, extra warm colour temperatures, deep dimming capabilities, and higher contrast, creating a cozy dining environment.

The Chocolate Hall combines architectural and product-focused lighting. It showcases the hall's historic details and the chocolates on display with precise illumination that enhances both the space's grandeur and the visibility of the products.

Expert lighting strategy: enhancing the experience in Harrods' dining areas

Harrods houses top-notch dining experiences, including Studio Frantzén by Michelin-starred chef Björn Frantzén. In the restaurant and bar, lighting plays a crucial role, using concealed fixtures and a bespoke chandelier in the atrium to enhance the space's grandeur. In the dining areas, warm, intimate lighting settings create a calming atmosphere, with colour-tunable linear LEDs that adjust to the natural daylight and deepen in the evening for a luxurious effect.

The restaurant Studio Frantzén won an award in 2023 for its innovative lighting design in the category "Bar and Restaurant Lighting Design" at the LIT Lighting Design Awards.

The restaurant Studio Frantzén from the inside; Copyright: Andrew Beasley

Feature and table lighting in the restaurant are designed with precise optics and meticulous dimming capabilities, focusing comfort on guests while accentuating the curated art and interior design. On the mezzanine, bespoke hammer-textured disks reflect light to provide a warm ambient glow, adding decorative interest to the ceiling viewed from the atrium. A retractable roof terrace features an innovative catenary lighting system that minimizes wiring and allows flexible control.

How thoughtful lighting design boosts retail performance

As LDI demonstrates in its extensive experience with Harrods, the role of lighting in retail environments extends beyond mere functionality: It is a vital element that shapes the shopping experience, drawing customers in and guiding their journey through the store. Thoughtfully designed lighting not only highlights products but also enhances the overall ambiance, making it a key factor in the success of modern retail spaces.

Sources: LIT Lighting Design Awards, VMSD magazine

Portrait of Julia Pott, member of the EuroShop editorial team, with shoulder-length brown hair, hoodie and open smile; copyright: beta-web GmbH

The portrait was AI-generated.

Author: Julia Pott | EuroShop.mag

Julia Pott has been working as an editor in the retail sector for eight years – initially at the retail magazine iXtenso, at times also as editor-in-chief. Today, she is responsible for the concept, editorial plan, content and design of the online magazine EuroShop.mag on behalf of the EuroShop and EuroCIS trade fairs. Her contributions combine editorial depth with a feel for trends and topics that drive the retail sector.