The Future of the Retail Spotlight Zone Development of a Facelift and Future LED Solutions Master of Science Thesis [in the Master Degree Programme, Industrial Design Engineering] AlexANDer ANDerssoN ChArlottA skoog Department of Product and Production Development Division of Design & Human Factors CHALMERS UNIVERSITY OF TECHNOLOGY Göteborg, Sweden, 2010 The Future of the Retail Spotlight Zone Development of a Facelift and Future LED Solutions Master of Science Thesis [in the Master Degree Programme, Industrial Design Engineering] AlexANDer ANDerssoN ChArlottA skoog Department of Product and Production Development Division of Design & Human Factors CHALMERS UNIVERSITY OF TECHNOLOGY Göteborg, Sweden, 2010 The Future of the Retail Spotlight Zone Development of a Facelift and Future LED Solutions ALEXANDER ANDERSSON CHARLOTTA SKOOG © ALEXANDER ANDERSSON, CHARLOTTA SKOOG, 2010 Published and distributed by Department of Product and Production Development Division of Design & Human Factors Chalmers University of Technology SE-412 96 Göteborg Sweden Telephone + 46 (0)31-772 1000 Cover: [The ZonePoint retail spotlight. Picture by Fagerhult Retail] Printed by Chalmers Reproservice Göteborg, Sweden 2011 The Future of the Retail Spotlight Zone | i i The Future of the Retail Spotlight Zone, Development of a Facelift and Future LED Solutions Master of Science Thesis in the Master Degree Programme, Industrial Design Engineering ALEXANDER ANDERSSON CHARLOTTA SKOOG Department of Product and Production Development Division of Design & Human Factors CHALMERS UNIVERSITY OF TECHNOLOGY Abstract This master’s thesis focuses on further developing Fargerhult Retail’s retail spotlight family called Zone. Zone is one of Fagerhult Retail’s oldest products and the company felt a need for a new direction and inspiration for the future development of the product family. The development work was divided into two parts. The first part focused on a quicker solution, a facelift, where only the ballast box and the front ring of the spotlight were considered for change. The second part focused on implementation of LED technology. The purpose was to examine what characteristics a new product family based on LED, replacing the existing one, would have. The development work consisted of an initial analysis phase where the present situation was analysed. This analysis formed the foundation for the future work. Findings from the analysis phase stated that the Zone product family did not express the Fagerhult core values and this, together with the functionality of the front ring was the focus of this part of the project. The result of the facelift phase was three functional concepts and three visual concepts, together spanning the range of possibilities of a facelift. This was presented on a realistic level, taking cost and manufacturing aspects into consideration. In the second part of the project, the LED implementation, the focus was on how LED could be used in lumi- naires in a retail context in ten to fifteen years. To deal with the uncertainties of the future, scenario planning was used to focus the product development work. The result of the LED phase was four future scenarios of LED in retail environments and conceptual LED products; a LED spotlight system, a LED control system and suggestions of OLED implementations. The methodology and theory used within this thesis is a part of the methodology and theory taught at In- dustrial Design Engineering at Chalmers University of Technology, Gothenburg, Sweden. Examples of used methods and theory are: branding theory, design format analysis, interviews, mock-ups, moodboards and scenario planning. However, when methods were lacking the project group produced their own methods such as the Google probability method and Visual benchmarking. This report is written in English Keywords: Spotlight, Luminaire, Fixture, Retail, LED, Facelift, Scenario planning ii | The Future of the Retail Spotlight Zone The Future of the Retail Spotlight Zone | iii Preface This is the master’s thesis of Alexander Andersson and Charlotta Skoog. It has been carried out as a part of the master in Industrial Design Engineering at the division of Design and Human Factors at the Department of Product and Production Development at Chalmers University of Technology in Gothenburg, Sweden. This thesis has been conducted in collaboration with Fagerhult Retail AB in Bollebygd, Sweden where most of the work has been carried out. The project ran from February to May and September to October 2010 and consisted of 30 ETCS. First of all we would like to thank everyone at Fagerhult Retail for answering all our questions and for being our colleagues for four months. We would especially like to thank Mathias Oskarsson for giving us direction and the courage to trust our ideas. At Chalmers we would like to thank our tutor and examiner, Ulrike Rahe, who has supported us and given us valuable advice throughout the project. Special thanks also to Stephan Mangold and Harald Merkel from Stiftelsen Chalmers Industriteknik who were tremendous assets to the project. Finally we would like to thank our opponents, Christofer Alvenby and Sara Renström for giving valuable comments on this project, and thank Taina Flink for proofreading. Thank you! Gothenburg, October 2010 Alexander & Lotta iv | The Future of the Retail Spotlight Zone The Future of the Retail Spotlight Zone | v Terms and Abbreviations The following definitions of terms and abbreviations have been used in this report. Fagerhult Group: A lighting company Fagerhult Retail: A company within the Fagerhult Group Fagerhult: A product brand within Fagerhult Retail Glare: The difficulty of seeing in the presence of bright light Luminaire: A light fixture: the complete unit, including lamp, reflector, ballast, socket, wiring, diffuser, and housing. (http://www.sylvania.com/BusinessProducts/Glossary/) Rectifier: A piece of electrical equipment that changes alternating current (ac) to direct current (dc) (http://www.macmillandictionary.com/dictionary/british/rectifier) LED: Light Emitting Diode OLED: Organic Light Emitting Diode MT: Metal halide light source, used for high wattages STH: Metal halide light source, used to enhance red colours in products MTC: Metal halide light source, used for medium wattages MTm: Metal halide light source, used for low wattages HMG 111: Halogen light source The Zone family: A family of spotlights produced by Fagerhult Retail ZonePoint: A track bound spotlight within the Zone family ZoneSingle: A recessed spotlight within the Zone family ZoneBeam: A recessed spotlight within the Zone family, used in the Zone systems Zone systems: Modular systems of several spotlights, using ZoneBeam vi | The Future of the Retail Spotlight Zone Table of Contents Abstract i Preface iii Terms and Abbreviations v 1. Introduction 1 1.1 Purpose 2 1.2 Goal 2 1.3 Limitations 2 1.4 Project setup 3 1.5 Sustainability 3 1.6 Disposition of the report 4 2. Current Product and Context 5 2.1 Fagerhult Retail 5 2.2 Lighting Design for Retail 6 2.3 The Retail Luminaire 7 2.3.1 Reflector 8 2.3.2 Ballast 8 2.3.3 Baffle 8 2.3.4 Accessories 8 2.4 The Zone Family 9 3. Theory 11 3.1 Light 11 3.1.1 Producing Light 11 3.1.2 Measuring Light 12 3.2 Light and Well Being 13 3.3 Different Light Sources 13 3.3.1 Incandescent Light Sources 13 3.3.2 Discharge Light Sources 13 3.3.3 Fluorescent Light Sources 14 3.3.4 Light Emitting Diodes 14 3.4 Design Theory 15 3.4.1 Gestalt Laws 15 3.4.2 Semantic Functions 16 3.5 Branding 16 4. Methods 17 4.1 Summary of Methods 17 4.2 Information Gathering 18 4.2.1 Internet Survey 18 4.2.2 Unstructured Interviews 18 4.2.3 Observations 18 4.3 Analysis 18 4.3.1 Design Format Analysis 18 4.3.2 KJ Analysis 18 4.3.3 Visual Benchmarking 19 4.4 Evaluation 19 4.4.1 CAD Evaluation 19 4.4.2 Mock Ups 19 4.4.3 Google Probability Method 19 4.5 Creative Methods 19 4.5.1 Brainstorming 19 4.5.2 Mood Boards 20 4.5.3 Scenario Planning 20 The Future of the Retail Spotlight Zone | vii 5. Analysing the Current Situation 21 5.1 Analysis 21 5.1.1 Branding and Product Expression 21 5.1.2 Competition 25 5.1.3 Usage Analysis 26 5.1.4 Technology 27 5.2 Implications for the Next Phase 31 5.2.1 Branding and Product Expression. 31 5.2.2 Competition 31 5.2.3 Usage analysis 31 5.2.4 Technology 31 5.2.5 Insights 31 6. Development of Facelift Concepts 33 6.1 Project Limitations and Set Up 33 6.1.1 Physical Limitations 34 6.2 Development work 35 6.2.1 New Structure of Sizes 35 6.2.2 LED Implementation 35 6.2.3 Functionality concepts 36 6.2.4 Visual Concepts 41 6.2.5 Colour and Trim 50 6.2.6 Manufacturing and Cost 50 6.3 Summary of Results 51 6.4 Recommendations 52 7. Analysing the Future of LED 53 7.1 Analysis 53 7.1.1 Premises 54 7.1.2 LED Technology 54 7.1.3 Societal Aspects 56 7.2 Scenarios of the Future 58 7.2.1 Defined by Shopping 58 7.2.2 Consume Better 59 7.2.3 Limited Edition 60 7.2.4 We’ll Get Through it Together 61 7.3 Implications for the Next Phase 62 8. Development of LED-Concepts 63 8.1 LED Spotlight System 64 8.1.1 Final Result 66 8.2 OLED Panel 67 8.2.1 Final Result 67 8.3 OLED Spotlight 68 8.3.1 Final Result 68 8.4 Advanced Control Unit 69 8.4.1 Final Result 70 9. Discussion and Conclusion 73 9.1 Project as a Whole 73 9.1.1 New Fields of Knowledge 73 9.1.2 Diverse Work 73 9.2 Procedure 74 9.3 Result 74 9.4 Conclusion 75 10. References 77 11. Appendices 85 viii | The Future of the Retail Spotlight Zone The Future of the Retail Spotlight Zone | 1 Introduction Zone product family is found in numerous stores and this vast usage has now evolved into a problem. When the stores want to update their lighting they do not want to use the same product again. Even though the performance of the Zone family is sat- isfactory there is a demand for something visually new. Fagerhult Retail identified two alternatives to meet these new demands: an update of the current prod- uct family, i.e. a facelift, or replacing the current products with a new product family. Traditionally, so called metal halide light sources have been used within retail lighting but with the emerging LED technology the retail lighting busi- ness is facing a paradigmatic shift. Since the LED technology differs a lot from the currently used technology this introduces a new framework for developing luminaires. However, most companies that develop luminaires for the retail business are not using these new possibilities that the LED tech- nology offers. LED is often used the same way as today’s light sources are used. If the luminaires were developed with the LED technology as a starting point, instead of trying to configure the LED to fit the existing luminaires, more innovative luminaires could be developed. 1. Introduction Light is an important part of our everyday lives. A warm and cosy light can make us feel calm and re- laxed while a bright bluish light can make us feel energetic and active. There is an intuitive relationship between light and feelings and this relationship is used within retail lighting. Retail lighting is an important part of today’s stores. Together with the interior decorations it builds up the ambiance in the stores. The created ambiance is an important part of the communication of a brand and of brand values between the store and the cus- tomer. By creating a feeling within a store, a com- pany can communicate what kind of company they are; young and trendy, environmentally oriented or price focused. It is often possible to tell what kind of products you will find in a store just by looking at the interior and lighting. Retail lighting is also used to direct the customers’ attention inside the store. By illuminating a product, customer focus is direct- ed towards it and sales are increased (Martinsson, 2010). The initiator of this thesis, Fagerhult Retail offers complete lighting solutions for retail environments, like grocery stores and chain stores. One of their most popular product families is called Zone. The 2 | The Future of the Retail Spotlight Zone Introduction 1.3 Limitations General >>The customers of the stores have not been taken into greater consideration, only in the form of the authors’ own experience as customers. Within this area the knowledge that Fagerhult Retail holds was considered sufficient. >>The outcome of this project has not included specific recommendations on how Fagerhult Retail should continue with the development work of the Zone family. This decision is too intertwined with strategic decisions on a company level to be includ- ed within this project. Facelift project >> The facelift has focused on the track bound and recessed spotlights >> The facelift has only included changes to the front ring, ballast box and surface treatment. >> To maintain the performance of the products, electronic components that Fagerhult Retail uses today and have experience in, have been used. >>The Zone systems have not been redesigned. However, all the changes to the spotlights are com- patible with the systems. LED concepts >> The future LED concepts were developed to be basic products of their time, in order to fit in the future equivalent of the market segment that Zone belongs to today. 1.1 Purpose The purpose of this thesis is to give inspiration and to suggest a new direction to Fagerhult Retail in their development work with the Zone family.  Firstly, the possibilities of a facelift should be in- vestigated. The analysis of a facelift should make it possible for Fagerhult Retail to decide whether the necessary change is achievable within a facelift, in relation to development time and costs, or if a to- tally new product family is preferable. Furthermore, the current products should be analysed from a us- er’s perspective and it should be investigated if the identified problems, if there are any, could be solved within the span of the facelift. Secondly, the future for the LED light source should be investigated and visualised to give Fagerhult Re- tail inspiration and guidance of what can be possible in the future within the LED area. By developing a new product range, focusing on this new emerging technology, Fagerhult Retail has the opportunity to enhance their reputation of being experts within lighting. Additionally, LED is considered to be a more sustainable technology and venturing into this area is a natural continuation of the energy sav- ing work that Fagerhult Retail conducts today. 1.2 Goal The goal of the project is to: 1. Enable Fagerhult Retail to decide whether to de- velop a new product range or to make a facelift of the existing Zone family. This should be done by examining and evaluating the range of possibilities that a facelift could include. 2. Examine how a future LED armature could func- tion and what it could look like, taking technical, lighting and societal trends into consideration. This should be achieved by developing one or several LED concepts. The Future of the Retail Spotlight Zone | 3 Introduction 1.5 Sustainability Lighting is responsible for a large portion of the energy consumption world wide, e.g. the U.S De- partment of Energy states that “retail stores in the United State use 37% of their total energy for light- ing” (Taylor, 2010). One of the areas Fagerhult Re- tail works with is energy efficiency. The main way of reducing energy consumption today is by reducing the wattage and number of luminaires used in the lighting concepts (Gärdebäck, Lighting Education, 2010). However, this is not possible in all store con- cepts. During the lifetime of a luminaire the energy consumption during use has the biggest environ- mental impact (Månsson & Schönbeck, 2003), es- pecially in retail applications where the nature of the most used light source, the metal halide, makes it hard to dim or turn off the light (See Chapter 3, Metal Halide). One step further for Fagerhult in their energy efficiency work would be to replace the more energy consuming light sources for more en- ergy efficient ones. Using the emerging LED tech- nology is one possible way to go. By making LED light sources the natural choice for lighting appli- cations huge savings in energy could be made ac- cording to the U.S. Department of Energy (2010). The aim of the LED part of this master’s thesis proj- ect was to research the possibilties of a future LED luminaire and by doing this preparing for a more sustainable way of producing light. The LED light source offers great opportunities for saving energy both by using less energy when producing light and by enabling more advanced control making it pos- sible to have light only when and where you need it (See Chapter 3. Light Emitting Diodes). 1.4 Project setup This project was divided into four parts; the face- lift, the LED concepts and two analysis parts corre- sponding to these. Together the four parts make up a good representation of the competence that has been acquired during five years at Industrial Design Engineering at Chalmers. The project spans from analysis and concept generation to manufacturabil- ity and branding. The first analysis part was an analysis of the current situation that formed the basis for the project. This part also generated the necessary knowledge about light, lighting, luminaires and the retail business to proceed with the following parts. The facelift project focused on feasibility, especially from an economic and time perspective. The facelift was also characterised by limitations. For example most of the components were to be left untouched. The dimensions and features of these components limited, to a great extent, what could be achieved. The second analysis focused on future LED tech- nology and what society might look like in ten to fifteen years. This part laid a foundation for the LED development phase. The characteristics of the LED project was much more conceptual. This part was carried out on a sys- tem level and the result was ideas and examples of focus areas, instead complete products. 4 | The Future of the Retail Spotlight Zone Introduction 1.6 Disposition of the report This report begins with a chapter describing the Zone product family and its context. This chapter is called Current Product and Context. It is followed by a chapter called Theory, describing the theoreti- cal framework of this thesis. The theory chapter con- tains information on light and light sources as well as relevant design and branding theories. The next chapter describes the methods used in this thesis and is called Methods. The aim of these first chap- ters is to give the reader enough information to be able to follow the descriptions and reasoning in the rest of the report. These chapters could also func- tion as mini-encyclopaedia for the reader. Further, there is an analysis chapter that lays the foundation for the subsequent development work follows. A chapter describing the facelift called Development of Facelift Concepts precedes a second analysis chapter that lays the foundation for the LED devel- opment. The LED development is described in the chapter Development of LED-Concepts that fol- lows. The report ends with a discussion chapter and references and an appendix. The Future of the Retail Spotlight Zone | 5 C urrent Product and C ontext 2.1 Fagerhult Retail Fagerhult Group is the biggest lighting company in the Nordic countries with 1800 employees and sales offices in fifteen countries. The Fagerhult Group develops and produces lighting solutions for public environments and has companies specialized in the different market areas. The Fagerhult Group has an annual turnover of 2.4 billion SEK. (Fagerhult Re- tail, n.d) Fagerhult Retail is a company within the Fagerhult Group. Fagerhult Retail combines development and sales of luminaire with a division of lighting design to offer high quality lighting solutions, both the lighting concept and the actual luminaires, to fit the customers’ specific needs. Fagerhult Retail also offers a service solution to maintain the high quality of the light during the whole lifetime of the luminaires. The company Fagerhult Retail has three product brands: Fagerhult, Catwalk and Waco (Fig- ure 2.1). Within the Fagerhult product brand there is a prod- uct range called Zone. The Zone family contains re- cessed spotlights and track bound spotlights as well as systems for combining these in larger groups. 2. Current Product and Context Figure. 2.1 Layout of Fagerhult Group organisation Figure. 2.2 Fagerhult Retail logotype Fagerhult Group Fagerhult RetailFagerhults  Belysning AB Whitecroft Lighting Ltd Fagerhult Asia/Pacific Fagerhult Waco Catwalk The Zone family is one of Fagerhult Retail’s first products and has been their greatest success and money-maker. Other products within the Fagerhult product brand are Strato, Marathon and Sinus. 6 | The Future of the Retail Spotlight Zone C urrent Product and C ontext Two kinds of lighting are used in lighting design, accent lighting and general lighting. Accent lighting is directional and used for highlighting objects and places or to direct the attention to an area (Osram Sylvania, 2000-2010). General lighting or ambient lighting is used to provide a uniform illuminance in an area (Osram Sylvania, 2000-2010). Through the use of accent lighting it is possible to increase the customer’s desire to approach and pick up a product (Summers & Hebert, 2001). 2.2 Lighting Design for Retail There is a difference between light and lighting. Lighting is what you do with the light, how you plan where the highlights and the shadows should be, how many luminaires you need to get a well lit working environment and how you create dramatic sceneries in a store. Light is important; it directs what we see and how we see it. Products change colour depending on the light and rooms appear to shrink or expand due to how they are lit (Fridell, 2006). Humans react to light, we automatically look at the brightest spot in a room (Gärdebäck, Lighting Education, 2010) and poor lighting can make us feel uncomfortable (Månsson & Schönbeck, 2003). Lighting design is the discipline that handles these issues. Lighting design in a retail context focuses on how products look and how to fit the lighting into store concepts (Figure 2.3-2.4). But different mar- kets have different prerequisites. Super markets for example often want the light to be functional and guide the shoppers through the store and points of interest. Clothing shops on the other hand gener- ally want an emotional light, using colour and con- trast to help set the mood of the brand (Gärdebäck, Lighting Education, 2010). A trend within lighting design today is to use less light and let shadows help accentuate the parts that need to be highlighted (Stömberg, 2010). This trend goes hand in hand with being energy efficient, since less light and less wattage is needed. Figure. 2.3 Retail environment by Fagerhult Retail Figure. 2.4 Retail environment by Fagerhult Retail The Future of the Retail Spotlight Zone | 7 C urrent Product and C ontext 2.3 The Retail Luminaire Two kinds of spotlights are mainly used within re- tail; recessed spotlights and track bound spotlights. Recessed spotlights are recessed into the ceiling (Figure 2.5), which makes them less attention- drawing and also appropriate for lower ceilings. Track bound spotlights are mounted on a track (Figure 2.6-2.7); the track supports the spotlight with power and it is possible to move the spotlights on the track. This makes track bound spotlights ideal for retail environments where the interior is changed regularly, clothing shops for example. Most retail luminaires consist of the following parts (Figure 2.8): Lamp housing - Contains the reflector (see Chapter 2.3.1) and the light source. Ballast box - Contains the ballast (see Chapter 2.3.2) Ventilation - The ballast is sensitive to heat, there- fore proper ventilation is crucial to avoid break- down. Track connection - Connects the spotlight to the track system. Front ring - Contains the front glass; can be re- moved for maintenance such as cleaning and change of reflector or broken light source. Front ring Front glass Lamp house Ballast box, 2 parts Ventilation holes Track connection Figure. 2.5 Recessed spotlights Figure. 2.6 Track bound spotlights Figure. 2.7 Mounting a track bound spotlight Figure. 2.8 The parts of the luminaire 8 | The Future of the Retail Spotlight Zone C urrent Product and C ontext 2.3.1 Reflector The reflector (Figure 2.9) is the part that directs the light. It spreads the light in the desired angle and mixes the colours evenly to produce a white light. A poor mixture of the colours could result in rainbow being visible around the light circle produced by the spotlight. A spotlight might come in several differ- ent versions with different reflectors inside. The re- flectors may turn the spotlight into a wide spotlight, where the light beam is wide, or a narrow spotlight where the light beam is narrow. Figure. 2.9 A reflector Figure. 2.10 A ballast Figure. 2.11 A baffle Figure. 2.12 A honeycomb filter Figure. 2.13 A colour filter and barn doors 2.3.2 Ballast The ballast (Figure 2.10) is the component that con- tains all the electronics controlling the power to the light source. 2.3.3 Baffle A baffle (Figure 2.11) is an extended nozzle on a spotlight and is used to shield the light and reduce the risk of glare. Not all spotlights have a baffle. 2.3.4 Accessories Many luminaires have accessories (Figure 2.12- 2.13) that can be attached to them. The accessories most often help to enhance and change the light. There are honey-comb-grids to reduce glare, filters to change colour and barn doors for shielding of the light, among others. The Future of the Retail Spotlight Zone | 9 C urrent Product and C ontext The many parts of the Zone Family helps the light- ing design department at Fagerhult Retail to give the customers what they want, something that fits their needs, brand and interior. Because of the mod- ularity and ability to adapt, Zone is the most used and sold fixture of Fagerhult Retail (Gärdebäck & Strömberg, Lighting Design, 2010). 2.4 The Zone Family The Zone family is based on a spotlight, which is a directional luminare for accent lighting, modi- fied for different applications. The family consists of a track bound spotlight called ZonePoint (Figure 2.14), a recessed spotlight, called ZoneSingle (Fig- ure 2.15) and a spotlight adapted to be placed with other luminaires in different systems, called Zone- Beam (Figure 2.16). The systems (Figure 2.17 and 2.18, for examples) can be recessed into the ceiling or suspended. Figure. 2.14 ZonePoint Figure. 2.15 ZoneSingle Figure. 2.16 ZoneBeam Figure. 2.18 The ZoneBox system using ZoneBeam Figure. 2.17 The ZoneExpo system using ZoneBeam 10 | The Future of the Retail Spotlight Zone The Future of the Retail Spotlight Zone | 11 Theory blue and violet (Fagerhult Lighting Academy, 2007- 2010b). Mixing these colours produces the warm white light we humans are most used to. This chapter contains the theoretical background for the project; light theory in a retail context and design theory is presented here. 3.1 Light Light is electromagnetic radiation within certain wavelengths. Radiation with wavelengths between 380 and 780 nanometres is visible to the human eye (Fagerhult Lighting Academy, 2007-2010a). The different wavelengths are perceived as different colours (Figure 3.1), for example, radiation with a wavelength around 400 nanometres is perceived as violet and radiation with a wavelength around 780 nanometres is perceived as red (Fagerhult Lighting Academy, 2007-2010b). The light from our main light source, the sun, contains all wavelengths in the visible spectra producing a continuous spectrum with the colours red, orange, yellow, green, cyan, 3. Theory Figure. 3.1 The Electromagnetic Spectrum with the Visual Light Spectrum Highlighted 3.1.1 Producing Light There are many methods for producing light. The two that are most commonly used in commercial applications, are presented below. Heated Bodies When heating up a body it will first only emit in- frared radiation i.e. heat, but will with increased heating start to emit visible light, first red light then white and finally blue (Fowler, 2008). Both the sun and a regular light bulb are examples of heated bod- ies. 44% of the radiation the sun emits is visible light (Encyclopedia of Earth, 2008) but only 10% of the radiation of an incandescent light bulb, the rest is heat. If light is produced through heating of a body the result is a continuous spectrum that reproduces colour very well since such a light contains all co- lours (Lighting Research Center, 2003-2005). This is considered one of the benefits of using incandes- cent light sources. 12 | The Future of the Retail Spotlight Zone Theory Excited Atoms Another way of producing light is to make atoms emit energy at specific wavelengths. Atoms emit light when an electron is moved between different energy levels, the energy difference between the two levels correspond to the wavelength of the light emitted (Carpi, 2003). The light produced will have a specific wavelength and not a continuous spec- trum of colours (Carpi, 2003), this means that the colours that are found in between the emitted wave- lengths will not be reproduced accurately. 3.1.2 Measuring Light Light can be seen in many ways, therefore it can also be measured in many ways and many different units are used. Below are the most important units and notions used in retail lighting. Intensity One way of measuring the intensity of light, com- mon in retail lighting, is luminous flux, measured in lumen. The luminous flux is the total amount of photons emitted from a light source per time unit. The unit lumen is weighted against how well the human eye sees different wavelengths. Two light sources, with the same photon flow but different colours, are therefore able to emit a different amount of lumen. A common unit for efficiency used within lighting are lumen per watt (lm/W), which means the light output of the light source in relations to the energy consumption per second, the wattage. (Fagerhult Lighting Academy, 2007-2010c) Colour Temperature Colour temperature is measured in Kelvin and is one of the characteristics of light that is easiest to notice. The concept of colour temperature is derived from the light that is emitted from an ideal black body when it is heated; think of this as a piece of black metal. The colour temperature of 2500°K cor- responds to the surface colour of this heated metal when it is heated to a temperature of 2500°K. When the black metal is heated to 2500°K it becomes red or yellow, but when heated to 5000 °K it becomes blue instead. This means that warmer temperatures result in “colder” or bluer colours. (Fagerhult Lighting Academy, 2007-2010b) Colour Rendering Index Colour Rendering Index or CRI is a measure of how well a light source reproduces the colour of an ob- ject. Humans are most used to sunlight and there- fore is it stated that this light source reproduces colour ideally and is given the CRI value of 100 (GE Lighting, 2010). The CRI value of a light source is determined by measuring the colour rendering for eight specific colour samples and the CRI value for a light source is an average of these eight values (Fagerhult Light- ing Academy, 2007-2010d). For example, the CRI value of an incandescent light bulb is 100 and the CRI value for a fluorescent lamp is around 60. This is why we sometimes perceive colours as non-satu- rated when being indoors (Figure 3.3). The CRI value is, however, not a complete measur- ing system. Bad rendering qualities in one part of the light spectrum can be compensated by good ones in another part of the spectrum since the value is an average of eight different measures. The CRI value will give an indication of the colour rendering characteristics of a light source but to know the ex- act characteristics of a light source it must be tested in real life (GE Lighting, 2010) Figure. 3.2 Visualisation of how the saturation decreases with low CRI values The Future of the Retail Spotlight Zone | 13 Theory 3.2 Light and Well Being During the last 30 years the connection between light and well-being have been investigated and proven. The finding of a third photoreceptor in our eyes, sensitive to light in the bluish register, has shown a close connection between light and a large number of biochemical processes in our bodies (Månsson & Schönbeck, 2003). It has been proven that light affects our body-temperature and the pro- duction of sleep hormones and stress hormones, wich in turn affect our sleep and alertness, blood sugar levels and our immune system(van den Beld & van Bommel, 2003). This means that light has a large influence on our well-being and health. 3.3 Different Light Sources Within retail, different light sources are used for dif- ferent applications. In this section the most relevant ones for this project are presented. 3.3.1 Incandescent Light Sources There are two types of incandescent light sources; light bulbs and halogen lamps (Figure 3.3). In in- candescent light sources light is produced by heat- ing up a metal thread. The modern light bulb has a tungsten filament through which a current is sent with an incandescent light as a result. The light bulb is filled with an inert gas or vacuum to reduce the vapourisation of the tungsten. (Fagerhult Lighting Academy, 2007-2010e) The halogen lamp also has a filament of tungsten but the bulb is filled with a halogen instead of an inert gas. The halogen actively re-deposits the va- pourised tungsten on the filament. This process re- quires a high temperature around 2700° C (Fagerhult Lighting Academy, 2007-2010f). The incandescent light sources are characterised by good colour rendering, low prices, low efficiency and that they are possible to dim. Incandescent light sources have a low efficiency since they only pro- duce around 5-10% light and 90-95% heat. A light bulb produces around 13 lm/W and has a lifetime of around 1000 hours and a halogen lamp produc- es around 20 lm/W and has a lifetime 4000 hours (Håkansson & Renström, 2004). 3.3.2 Discharge Light Sources The discharge lamp (Figure 3.4) produces light by discharging electrons in a mercury vapour. The mercury vapour is sealed in a ceramic burner inside a glass bulb. In order to emit light the vapour needs to maintain a high temperature and pressure and the discharge lamps therefore have a start-up time of about twenty minutes before emitting at maxi- mum levels. Discharge lamps are known for long lifetime and high light output, but they have a cold colour temperature. By adding metal halides to the mercury vapour you can change the spectrum to a warmer colour and increase the CRI values to very good levels. (Fagerhult Lighting Academy, 2007-2010g). Figure. 3.3 An incandescent light source (a halogen) Figure. 3.4 Two discharge light soures (metal halides) 14 | The Future of the Retail Spotlight Zone Theory 3.3.4 Light Emitting Diodes A light emitting diode, or a LED (Figure 3.6), is a semiconductor diode that emits light when a cur- rent passes through it. The diode is built by two conductive materials, the first is charged with elec- tricity and the atoms in it are excited, i.e. they gain too much energy which they release to the atoms in the other material. Light is emitted in this exchange of energy. The colour of the light depends on the different materials in the diode. (Philips, 2004-2010) The most common LEDs produce a cold bluish light. In order to change this into a warmer colour a coating of phosphor is added to the diode. The phosphor changes the colour temperature of the light to a warmer white colour. Another way of pro- ducing warm white LED light is to have three di- odes producing red, green and blue light. By mixing these three colours you can get any colour you like, including white. (Fagerhult Lighting Academy, 2007-2010i) The main benefits of LEDs are a long lifetime, up to 100 000 hours, the possibility of colour modula- tion, efficiency of 70 lm/W, small size and high du- rability (Håkansson & Renström, 2004). The LED is also a directional light source, thus sending light in one direction instead of all around as many conven- tional light sources. The biggest setback today is the high initial price. It is worth mentioning that LED is a light source under development and has not met its maximum potential yet. Many researchers believe that LEDs will become the dominant light source eventually (Freyssinier, Taylor, Frering, & Rizzo, 2009). The metal halide lamp has an efficiency of around 70 lm/W and a lifetime of 15000 hours, making them more efficient than incandescent light sources but with poorer colour rendering abilities. They are also much more expensive. (Håkansson & Renström, 2004) The high-pressure sodium lamp is another kind of discharge lamp for special light applications. The light from a high-pressure sodium lamp produces red colours, and is very often used for highlighting meat, vegetables and other red objects. (Håkansson & Renström, 2004) 3.3.3 Fluorescent Light Sources A fluorescent lamp is a glass tube filled with mer- cury vapour and an inactive gas, fitted with an electrode in each end and coated with a fluorescent layer on the inside (Figure 3.5). When electrons are transmitted from the electrodes they collide with the mercury atoms that emit an ultraviolet light on collision. The ultraviolet light is converted to visible light by the fluorescent coating (Fagerhult Lighting Academy, 2007-2010h). Fluorescent lamps are most commonly used in professional environments such as offices; in retail they are most often found in large bright areas for example in super markets. Fluorescent lamps are quite cheap, have a luminous output at around 75 lm/W and have a lifetime of about 15000 hours, however, the Colour Render- ing Index is not as high as for metal halide lamps (Håkansson & Renström, 2004). Figure. 3.5 A flourescent light source Figure. 3.6 A LED light source The Future of the Retail Spotlight Zone | 15 Theory A technology closely related to LED is OLED, Or- ganic Light Emitting Diode. An OLED functions in the same way as a LED but the light emitting ma- terial is organic. OLEDs are manufactured as thin layers on top of each other in a stack (Ljuskultur, 2009). This means you can produce very thin light sources with a large area that can be attached to any surface and provide lighting in totally new ways. 3.4 Design Theory The way humans perceive objects have been stud- ied for a very long time, both in philosophy and psychology (Stanford Encyclopedia of Philosophy, 2010). The study of perception in psychology has resulted in the gestalt laws that explain how the hu- man brain interprets certain phenomena (Rock & Palmer, 1990). Since how we perceive gestalts define how we interpret form it ultimately states how the form is charged with meaning (Monö, 1997). How the meaning of a form is interpreted helps designers understand how customers interpret the products a company manufactures. 3.4.1 Gestalt Laws A gestalt consists of a number of parts that together appear and function as a whole that is more than the sum of the parts. This means that when an ob- ject is perceived, it is not the individual parts that are perceived but the whole object (Monö, 1997). To describe how we discern certain gestalts a number of laws have been created (Monö, 1997): >>The proximity factor; objects close to each other are grouped into a unit subconsciously (Figure 3.7). >>The similarity factor; objects that look similar are perceived as a unit (Figure 3.8). >>The area factor; smaller areas are identified easier than large areas (Figure 3.9). >>The symmetry factor; objects group symmetri- cally are perceived as a unit (Figure 3.10). Figure. 3.7 The proximity factor Figure. 3.8 The similarity factor Figure. 3.9 The area factor Figure. 3.10 The symmetry factor 16 | The Future of the Retail Spotlight Zone Theory To identify – How the product shows its origin, that is where it comes from and what it is. Branding is one important tool used for identifying products. 3.5 Branding The importance of branding has increased in order to become a successful manufacturer in many mar- kets. Brands like Apple, Volvo and Toyota all use consistent design features throughout their product ranges in order to give a uniform image of them- selves and to differentiate them from competitors. It is by being different from your competitors that you can become successful. (Karjalainen, 2007) Having a strong and recognisable brand also helps the customer choose which product to buy in the store. A brand can be loaded with expressions and symbolic meaning that shape the customer’s ex- pectations and desire of a product even before they have seen it. (Karjalainen, 2007) The relationship between brand and products is directed two ways; the expressions and symbolic meaning of the product affect the expectations of the brand as well, therefore well designed products is one step towards a successful brand. The designer needs to take many aspects in to con- sideration when integrating a brand in a product’s visual expressions. The current product’s relation with historical models is important to consider, since the design continuity may have positive or negative effects on the brand (Monö, 1997). If the change in a new product is extensive, less design references to older models might be recommended to emphasise this change (Monö, 1997). The current product’s relation to present product families also needs to be considered. A family of products with the same function or usage can benefit from a clear connection to each other. A consistent form lan- guage with similar design elements across a whole family of products makes the individual product more desirable, emphasising its identity in a con- text. (Monö, 1997) >>The closure factor; closed areas are more easily perceived as a unit. Therefore are open areas some- times perceived as closed areas as well (Figure 3.11). >>The continuity factor; curves with continuity are perceived as a unit even if they are divided into many lines (Figure 3.12). Figure. 3.11 The Closure Factor Figure. 3.12 The Continuity Factor 3.4.2 Semantic Functions Theory about how we perceive products and how they communicate with us has also been influenced by linguistic research about semiotics, which is the study of signs. In design theory the product is per- ceived as a sign that is created by the manufacturer and interpreted by the customer. (Monö, 1997)How the sign, or product, is interpreted is based on four semantic functions of the product. The functions are (Monö, 1997): To describe – How the product describes its pur- pose or function influences the interpretation. To express – How and which characteristics and values the product expresses has an impact. To exhort – How the product demands a reaction or action: ‘Use it like this’ or ‘do that are’ examples of exhortations. The Future of the Retail Spotlight Zone | 17 M ethods 4.1 Summary of Methods 4. Methods In this chapter the methods used in this project will be presented, first with a short introduction and more thoroughly later in the chapter. Method Why was it used? KJ Analysis Used to sort and analyse large quantities of data. Design Format Analysis Used to find and weight design elements in a product portfolio. Brainstorming Used to create many ideas around a given subject. Unstructured Interviews Used to gather input from people verbally. Google Probability Method Used to quickly evaluate ideas and theories. (Developed in this project.) Observations Used to gather input from observing users and contexts. Internet Survey Used to gather written input from many persons at the same time. Scenario Planning Used to create plausible scenarios of what might happen in the future. Mock-Ups Used to quickly evaluate concepts and ideas. Mood Boards Used to visualise expressions and feelings in concepts. Visual Benchmarking Used to analyse competing products visually. CAD Evaluation Used to quickly analyse concepts and ideas in a CAD-software. Figure. 4.1 The methods used in this project 18 | The Future of the Retail Spotlight Zone M ethods photographs and notes might be enough but using a video recorder gives the possibility to analyse the scenarios afterwards. (Karlsson, 2005b) 4.3 Analysis 4.3.1 Design Format Analysis This method is used to identify, assess and rank vi- sual design elements of different products within a product brand. The result is a number of elements that are considered to be the most characteris- tic for the product brand. The method consists of four steps; Element Identification, Element Rank- ing, Element Typicality and Format Assessment. >> The first step is to identify the visual design elements present in a number of products in a product brand. The observed elements are noted and described. >> In the second step the design elements of each product are ranked by how much they contribute to the visual characteristics of the whole product. >> Step three handles the assessment of each ele- ment’s typicality in the product brand. The most typical design elements are ranked higher. >> In the forth and last step, the most typical elements of all the product are compared to assess which are the most characteristic for the whole product range. After these four steps the outcomes are the most typical and most characteristic design elements of the product brand, as well as which products best represent the whole product brand. (Warell, 2006) 4.3.2 KJ Analysis The KJ analysis is named after its developer, Jiro Kawakita, and is a method for analysing vast quan- tities of data from information gathering methods. The KJ method is used to create an overview of the data collected by grouping information from different sources by a common denominator. The 4.2 Information Gathering 4.2.1 Internet Survey A survey is a way of extracting information from the many actors associated with a project. A sur- vey can contain closed questions i.e. when the par- ticipant chooses from different answers, and open questions i.e. when the participant is allowed to write a free answer. Open questions are good for acquiring detailed information from the participant but this might generate a lot of data that needs to be analysed. Closed questions are easier to analyse and to compare between different participants, but will not contain any additional information. Since open questions tend to acquire more effort from the par- ticipant there should be a mix of closed and open questions. (Karlsson, 2005a) An Internet survey is a way of making the survey available to many people in an easy and resource ef- ficient way. 4.2.2 Unstructured Interviews Performing interviews is a method of extracting in- formation from different actors associated to a proj- ect. When doing unstructured interviews the inter- viewers do not need to strictly follow a manuscript, the interviewees are allowed to discuss other mat- ters that the interviewers had not thought of but an interview guide is often followed. By doing unstruc- tured interviews there is a bigger chance of catching the interviewees own thoughts and opinions about the matter at hand. (Karlsson, 2005b) 4.2.3 Observations Observations are used to examine users in action when using a product in the real context or in a laboratory. It is a good method to use as a compli- ment to other information gathering methods e.g. interviews, because what users say they do and what they actually do might differ. Another reason for using observations as a complementary method is that you cannot observe emotions or attitudes (Karlsson, 2005b). It is also important to consider the way of documenting the observation. Taking The Future of the Retail Spotlight Zone | 19 M ethods first step is to place each statement on a piece of pa- per and then group the pieces of paper that have a common denominator. This is done until all the pieces of paper are placed in different groups. Then the groups are named in a descriptive way to get an overview of all the statements in the analysis. (Karlsson, 2005a) 4.3.3 Visual Benchmarking Visual benchmarking is a method used for evaluat- ing the visual character of competing products. It is based on the KJ Analysis method but was devel- oped further by the project group. The first step is to find as many competing products as possible and acquire images of those. The second step is to mark each image with the product brand and shuffle all the images. Then the images of competing products are sorted by their visual appearance in to differ- ent groups and the groups are named appropriately. Now you have the visual characteristic of the com- peting products categorised and you can compare these to the current product portfolio of the com- pany in order to find threats or areas of expansion. 4.4 Evaluation 4.4.1 CAD Evaluation CAD evaluation is done early in the concept devel- opment phase. By creating low detail CAD-models of the different concepts the visual characteristics can be evaluated quickly. Adding the dimensions of the components needed in the product also pro- vide a useful tool to evaluate the size. To develop the concepts further small alterations to proportions, style and layout can easily be carried out and evalu- ated. The concept CAD-models can then be used as sketching underlays in the future work of making the concepts more detailed. 4.4.2 Mock-Ups A mock-up is used early in a design project to quickly evaluate concepts and ideas. A mock-up is a rough prototype with some functionality and it is generally made of inexpensive materials such as cardboard or clay. These ”low-quality” prototypes allow a higher degree of criticism and can easily be adjusted to evaluate new ideas (Interaction-Design. org, 2004). Mock-ups are also especially good for illustrating aspects of a product that are hard to describe in a specification of requirements. For example visual aspects such as design proposals or layouts of inter- faces (Karlsson, 2005a). 4.4.3 Google Probability Method The google probability method is a method de- veloped by the project group during this project. The main idea is to quickly evaluate if a concept or technical solution is viable. By searching for keywords representing the idea or technology and doing a subjective weighting of the number of hits and the relevance of the hits it is possible to get a hint if the idea or technology is plausible or not. 4.5 Creative Methods 4.5.1 Brainstorming Brainstorming is one of the most simple and wide- spread creative methods in the world. The purpose of a brainstorm is to stimulate a group of people to generate many ideas. The group should be consist of different people, not only by experts of the matter at hand. The procedure is quite simple; the partici- pants should come up with as many different ideas as possible to a stated problem. The ideas are pre- sented and written down. Then the participants can continue working on each other’s ideas or get new ideas, inspired by the first ideas. Some rules are crucial for a successful brainstorm- ing session: >> No criticism is allowed. >> Quantity is the goal. >> Crazy ideas are most welcome. 20 | The Future of the Retail Spotlight Zone M ethods >> Brief descriptions of the ideas are preferred. >> It is allowed to combine other’s ideas. (Karlsson, 2005a) 4.5.2 Mood Boards A moodboard is a collage describing feelings and expressions for a product or a brand. It is used to convey the intended feeling to other actors as well as to give the project group a uniform feeling of what it is they are striving towards (Baxter, 1995). It is a useful technique to use visual collages to ex- press intangible feelings instead of just describing them in words, because words might have different meaning for different people. (Wagner, 2008) 4.5.3 Scenario Planning Scenario planning is a method that can be used when developing products for an uncertain future context. The goal is not to predict the future but to explore the range of possibilities. By creating several images of possible futures, the imagination is trig- gered and it is easier to think out of the box. The scenarios can also be a way of evaluating product concepts. Will the product function in the first sce- nario, and in the second? (Wilkinson, 2009) The first step in scenario building is to analyse driv- ing forces, the forces that direct the context of the product. The second part is to identify the key driv- ing forces and to further investigate these. The key driving forces are those forces that are both high on impact and uncertainty. Often two drivers are cho- sen and varied. The result is four scenarios repre- sented in a two-by-two matrix. The four scenarios are not each representing one possible future that might come true but it is important to acknowl- edge that the real future might hold a little bit of each scenario. The scenarios are the four extremes of what might possibly happen in the future. When designing a product that will have a function and a demand in each scenario you make the product more prepared for the future. (Lugt, 2004) The Future of the Retail Spotlight Zone | 21 A nalysis of the C urrent Situation 5. Analysing the Current Situation To create a foundation for the project an analysis of the company and the current product was carried out. The different aspects of the current situation had to be identified and analysed. The goal with this part was to establish a starting point for the development of the facelift and the LED concepts. The current situation was analysed to be able to make decisions on what to keep and what to change regarding product expression, tech- nology and interaction. To achieve this, three dif- ferent areas to work with were identified by the project group; Branding and Product Expression – What Fagerhult Retail want the products to ex- press and how they are identified by the customer (see Chapter 3.4 for Design Theory), Usage – How the products are used and by whom, and Summary of Technology – How the product functions and the relation of the components. These areas were considered to cover all the important aspects of the present product. The branding functioned as a start- ing point both for the facelift and the LED concept while the usage and technology parts were mainly used in the development of the facelift. The result of the analysis was summarised and the aspects that were important for further work were identified. 5.1 Analysis In this section the procedure is presented together with the result. The implications the analysis had on the development of the facelift and the LED concept is presented in Chapter 5.2 Implications for the next phase.  5.1.1 Branding and Product Expression The first part was an analysis of the product expres- sion and the perception of the brands Zone and Fagerhult. The product expression is the physical attributes of the product while the brand percep- tion is the associations that are created by the brand. The goal was to get a full picture of the Zone family, both explicit characteristics like form language and implicit values and associations. Perception of the brand Fagerhult Retail has three product brands; Fager- hult, Waco and Catwalk. The Zone family is a part of the Fagerhult brand and consequently it was nec- essary to define the Fagerhult brand to make sure that the facelift and the new LED-concept were de- signed for this brand. It was also important to de- fine the other two sub-brands to make sure that the 22 | The Future of the Retail Spotlight Zone A nalysis of the C urrent Situation In addition to this, the perception of the Fagerhult and Zone brands was investigated further. Inter- views with staff and a web-based survey were con- ducted to get a picture of the in-house perception of the two brands, see appendix I for the whole survey. Twenty-six professionals from Fagerhult Retail an- swered the survey. Among other things they were asked to rate the following words on a scale from one to six; Clear, Natural, Technical, Functional, Professional, Discreet, High Performance, Simplic- ity and Effortless Style. One indicated that the word did not describe the brand at all and six indicated that the word described the brand very well. The words were taken from Fagerhult Retail’s marketing material where they were used to describe the two brands, Fagerhult and Zone. The results showed that the perception of the Fager- hult brand and the perception of the Zone brand were closely related. They were both perceived as High Performing, Technical, Functional and Pro- fessional. They were not perceived as very Clear or Natural and they were almost not at all perceived as Discreet or having an Effortless Style. Design expression The product is an important communicator of the brand (Stompff, 2003). It was therefore impor- tant to analyse the product expression and form language of the current Zone products. A decision could then be made on whether to try to keep it or not. new designs did not interfere with these in order to keep Fagerhult Retail’s positioning of the brands. To visualise the differences between the three sub- brands a tree diagram was constructed (Figure 5.1). Every brand was visualised with a picture, four core values, a product and a quote that symbolises the feeling of the brand. The information was taken from internal marketing material and from Fager- hult Retail’s product catalogue. The Fagerhult brand is the most basic one out of the three brands. It is meant to fit in any store with- out being obtrusive. Its core values are Functional, Technical, Natural and Clear. In comparison to this, Waco and Catwalk are more stylish brands with a more narrow brand expression. Waco is trendy and edgy while Catwalk is fashionable and classy. To create a clearer picture of the Fagerhult brand within the group as well as towards the company an imageboard visualising the core values of the brand was put together. The imageboard could then be used to evaluate if the Zone luminiares expressed the Fagerhult brand (Figure 5.2). >>The dog sleigh was chosen as a metaphor of working together, performance and the connection to Scandinavia. To this, products that illustrated the core values were added. >>The thermos for its simple but characteristic shapes, it is also a very functional product, some- thing you trust. >>The compass was chosen for its exactness and be- cause it expresses its functionality. >>The chair was chosen for its effortless style and simple and pure form language. >>The watch was chosen for its simplicity but at the same time functional appearance. The Future of the Retail Spotlight Zone | 23 A nalysis of the C urrent Situation FUNCTIONAL TECHNICAL NATURAL CLEAR C la s sy Fash ionab l e Exclu s i ve Sensua l Show your products in the best lightFlexible �xtures with high design value There are few ventures more noble than beauty Vibrant FUn Street Edgy Figure. 5.1 Tree diagram showing the visualisations of the product brands Waco, Fagerhult and Catwalk Figure. 5.2 The Fagerhult product brand imageboard 24 | The Future of the Retail Spotlight Zone A nalysis of the C urrent Situation As a result of this, and the result of the survey, it was decided that the expression of the future products should be focused on Clear and Natural. A third thing to investigate was the design heritage. If there was such a thing as a connection with pre- vious products this could be important to keep in future products (see Chapter 3.5 for Branding The- ory). Zone was compared to its predecessor, a spot- light called Sync, no longer produced by Fagerhult Retail, and it became clear that the two luminaires share many design elements. (Figure 5.4 and 5.5) The tensed surfaces and the prominent ventilation holes are the most apparent examples. The first part of the expression analysis was to in- vestigate the relationship between the Zone family and the other products within the Fagerhult brand. Was there such a thing as a specific Fagerhult form language? This analysis was made through a design format analysis (see Chapter 4.3.1 for method de- scription). Characteristic form elements of the dif- ferent products where identified and then the pres- ence of these elements in all of the products was evaluated (Figure 5.3). It was clear from this analy- sis that there is no coherent form language for the Fagerhult products. Secondly an analysis of the form language was car- ried out. As the internal survey showed, the Zone family was not associated considerably with Clear and Natural however it concluded that Zone was associated with Functional and Technical. The characteristic form elements from the design for- mat analysis were investigated in order to find out why Zone did or did not express these words. A few points were identified: >>The lamp house and the ballast box do not form a unity; the result is a more cluttered product, i.e. not clear. >>The appearance is edgy and has very tense sur- faces. These features make it look very technical. >>The tense surfaces also make the product look bigger and clumsier than needed, this is not an ex- pression of clear and natural. >>The ventilation holes are very distinct which gives the luminaire a very functional impression. When comparing the luminaires to the products in the imageboard, the products in the imageboard are much more clean in the way that they have less details. This was something to consider for future work. Another conclusion was that the functional and technical aspects are already expressed by the luminaire itself, only because it is a luminaire. A lu- minaire is such a functional and technical product. zo ne ma ra th on st ra to si nu s sy nc co mp et it or s su m to ta l su m sum 1 2 3 4 5 8 9 1O6 7 visual elements 1. cylindrical 2. platonic shapes 4. simple 5. edgy 6. unornamented 7. single connection point 8. upright ballast 9. slim front casering 1O. contrasting colours 3. symmetrical marathon cylindrical platonic shapes one connection point upright ballast slim front case ring distinct parting line unified sinus shaped large ballast box front case ring edge multipel parts curvatured surfaces laying ballast box two connection points soft radii inflated surfaces groove, vents & logo asymetrical broad front case ring 1. porclain like 2. soft radii 4. distinct partingline 5. united 6. balanced 7. slim fron case ring 8. sinus shaped 9. chamfered cone 3. silver arm sinus 1. large ballast box 2. pot-shaped cone 4. ingraved logo 5. ventilation underneath 6. boxy 7. partingline on side 8. front case ring edge 9. partinline on pot 1O. broad front case ring 11. multipel parts 3. ”torskläppen” zone 1. inflated surfaces 2. groove, vents & logo 4. flanges near glass 5. flanges rear on cone 6. upright ballast 7. inward tilted front case ring 8. broad front case ring 9. multipel parts 1O. unified 11. locking knob for angle 3. asymmetrical sync 1. silver arm 2. air intakes on back 4. curvatured surfaces 5. laying ballast 6. partingline on side 7. two connection points 8. soft radii 9. broad front casering 3. black knob strato 11 su m re la ti ve s um we ig ht ed s um ra nk -1 +1 1 2 7 -5 -1 -1 -8 1 2 1 -7 9 16 4 8 8 1 1O 11 1O 2 19 .89 .22 .44 .44 .O6 .56 .61 .56 .11 1 2 8 6 6 1O 4 3 4 9 1 -4 -2 2 5 O 3 8 -4 -8 4 6 1O 13 8 11 16 4 O .25 .38 .63 .81 .5O .69 1 .25 O 7 6 4 2 5 3 1 7 9 -4 -8 3 7 -4 7 3 O -4 4 O 11 15 4 15 11 8 4 .25 O .69 .94 .25 .94 .69 .5O .25 6 9 3 1 6 1 3 5 6 2 -2 -1O -6 O -4 4 -8 8 12 8 O 4 10 6 14 2 18 .6O .4O O .2O .5O .3O .7O .1O .9O 5 7 11 9 6 8 4 1O 6 16 .8O 3 1O 20 1 1 2 2 6 6 4 3 9 3 6 6 7 4 4 4 5 6 4 3 6 4 17 16 18 18 21 2 1O 5 -5 -5 2 -1O -5 3 1 2O 15 5 5 12 O 5 13 11 1 .75 .25 .25 .6O O .25 .65 .55 1 3 8 8 5 11 8 4 8 18 .9O 2 -4 6 0.3 7 6 0 4 4 3 2 7 1 4 5 5 3 2 2 4 5 4 1 0 visual elements sync in sp ir at io n zone FAGERHULT FAGERHULT common elements zone & sync sync in sp ir at io n zone FAGERHULT FAGERHULT common elements zone & sync Figure. 5.3 An Example of a Design Format Analysis Matrix Figure. 5.4 The Related Spotlights ZonePoint and Sync Figure. 5.5 The Common Design Elements of ZonePoint and Sync The Future of the Retail Spotlight Zone | 25 A nalysis of the C urrent Situation ing Fagerhult Retail, only manufacture the hous- ing of the luminaires. This means that they all use the same components inside and all have the same limitations in size and shape. The components used are developed and produced by Philips, Osram and General Electrics. As a part of the competitor analysis, the lighting fair in Frankfurt, the furniture fair in Milan and a retail fair in Stockholm were visited. At these fairs a great deal of the competitors were represented and made this a good opportunity to study their designs and technical solutions in real life. The Fagerhult Retail product brands are aimed at the higher segments of the European market. The Fagerhult product brand is the most basic of the Fagerhult Retail brands and is thus in the cheaper part of the professional, high quality market seg- ment. It is more renowned in Sweden for its quality and performance than in the rest of Europe where it is struggling for market shares. The main competi- tors on the Nordic market are Swedish luminaire manufacturer Nordic Light and Finnish luminaire manufacturer Lival. 5.1.2 Competition An analysis of the competitors’ luminaires was also conducted. This was done to get a better under- standing of the luminaire market in order to avoid making a product that already exists. Another rea- son was to understand if there was anything distin- guishing with Zone and the Fagerhult brand. To get a good overview of the competition pictures of the competitors’ spotlights were printed and di- vided into groups according to their form language (Figure 5.6 and 5.7). Different groups were created and they were named after their looks; Cylinder, Star Wars, and so on (see Appendix II for full analy- sis). This method was named Visual Benchmark- ing (see Chapter 4.3.3 for method description). It became quite obvious that the competitors all had spotlights in a lot of the groups, for example almost all the companies had a cylindrical spotlight. Since many competitors have many different variations of luminaires another conclusion was that it would be really hard to do something unique. Another rea- sons for this is that most of the companies, includ- Figure. 5.6 The visual benchmarking group called “Cylinder” Figure. 5.7 The visual benchmarking group called “Cone-Box” 26 | The Future of the Retail Spotlight Zone A nalysis of the C urrent Situation >> When cleaning the inside of the front glass the maintenance personnel cut themselves on protrud- ing metal flanges. >> Variations of the products are expensive due to stock keeping costs. As many components as pos- sible should therefore be shared between the differ- ent products within the Zone family. >> If you are not experienced the fastening of the front ring, for example after changing light source, is difficult. >> The 70W luminaires are seldom used, but are sometimes needed for high ceiling installations. >> The attachment of the accessories makes the lamp house bigger and this looks especially bad when used on ZoneSingle, the recessed spotlight, since the accessories stick out from the ceiling. >> Some luminaire customers think that the finish of the Zone spotlights is dull and uninteresting. >> The facelift should focus on the spotlight Zone- Point, since it is the most exposed product in the family. 5.1.3 Usage Analysis An important part of the analysis of the present sit- uation was to investigate the usage of the luminaire. Different users and usage situations have different requirements on a luminaire. The different users were identified and put into a flowchart represent- ing the whole lifecycle of the product. Information was gathered through interviews with people from the different usage situations and observations of the product in its context (see Chapter 4.2.2 for meth- od description). The flowchart was also a mean of making sure that no user was forgotten (Figure 5.8). The different users were then interviewed about their usage of the Zone luminaires. The notes from the interviews were analysed through KJ-analysis (see Chapter 4.3.2 for method description). This created clear groups of information all dealing with a specific area. These areas were: Technology, De- sign, Future, Zone Family, Production, Market, Brand, Light, Concepts, Strategy and Process. Important outcomes of this KJ analysis were: >> Ventilation. There is a point on the ballast, called the TC-point and it has a certain temperature limit that is decided by the producers. For this point the temperature must lie below the given value, other- wise the functionality of the ballast cannot be guar- anteed. Manufacturing Transportation Assembly Storage Purchase Lighting design External designerRetail representant Installation Electrician Electrician Marketing Costumer support Use Retail staff Maintenace LightserviceExternal service Disposal Figure. 5.8 The ZonePoint user life-cycle flowchart The Future of the Retail Spotlight Zone | 27 A nalysis of the C urrent Situation 5.1.4 Technology Since the facelift would have its starting point in the present product it was very important to analyse the present product structure thoroughly. The com- ponents of the different models of ZonePoint were structured in different charts (Figure 5.9-5.12 ). The ZonePoint was chosen since it is the basis for all the other products in the family. ZonePoint MT 7O W 15OW 2O W 35 W 65 W ZonePoint MTm ZonePoint HMG 111 7O W 35 W ZonePoint MTC 2O W 5O W 1OO W ZonePoint STH G 12 MT G12 STH G12 MTC G8,5 MTm PGJ5 MTmini GU 6,5 HMG111 G53 G 8,5 PGJ5 GU 6,5 GX 12-1 Figure. 5.9 The light source and socket relation chart There are five versions of the spotlight ZonePoint; MT, STH, MTC, MTm and HMG 111. The names of the models are based on the light source that is used. MT, STH, MTC and MTm are all metal halide lamps in different sizes while the HMG is a halogen lamp. 28 | The Future of the Retail Spotlight Zone A nalysis of the C urrent Situation the wattage of the light source dictates what ballast to use. However, the size of the ballast is the same within each model except for MT. This is indicated with a frame around the pictures of the ballasts in figure 5.11. A result of the different sizes of the bal- last for MT is that the ballast for the 70W luminaire is still encased by the same ballast box as the one for the 150W luminaire. Since the 70W ballast is a lot smaller than the 150W ballast this make the 70W luminaire a lot bigger than it has to be. To make matters worse the 150W luminaire is hardly ever used. As seen in the figure 5.11, the 70W ballast is also used for the 70W version of the MTC lumi- naire, and it has the same size as the 35W version. A conclusion is that the MT 70W could share the same ballast box housing as the MTC version. Within four of the five models there are also two versions of wattage available, which makes the total number of versions nine. However, there are only three different ballast boxes and three different lamp houses since the models share components (Figure 5.10). All the models share the front ring and the joint that connects the lamp house to the ballast box. This means that the upper and lower dimensions of the three lamp houses are the same, only the depth and the angle of the cone varies. The exception is MTm that does not share any com- ponents with the rest of the models except for the global track connector. Considering the ballasts there are nine different models (Figure 5.11), only two ZonePoint versions share the same ballast. This is due to the fact that ZonePoint MT 7O W 15OW 2O W 35 W 65 W ZonePoint MTm ZonePoint HMG 111 7O W 35 W ZonePoint MTC 2O W Global 5O W 1OO W ZonePoint STH Figure. 5.10 The housing relation chart The Future of the Retail Spotlight Zone | 29 A nalysis of the C urrent Situation the reflectors need to have the same diameter at the opening. The other measures however vary depend- ing on what light source that the reflector is opti- mised for and depending on which angle the light beam should have, for example wide or narrow. The reflectors all have the same diameter at the big opening (Figure 5.12). This is due to the fact that this is where the reflector is fastened to the front ring. The front ring is then attached to the lamp house and the reflector is kept in place. And, since the same front ring is used for all the models, all ZonePoint MT 7O W 15OW 2O W 35 W 65 W ZonePoint MTm ZonePoint HMG 111 5O W 1OO W ZonePoint STH 7O W 35 W ZonePoint MTC 2O W 15O W A1xB1xC1 135x75x32 7O W A1xB1xC1 109x75x32 35 W A1xB1xC1 109x75x32 2O W A1xB1xC1 XxYxZ 1OO W A1xB1xC1 150x90x38 5O W A1xB1xC1 150x90x38 2O(22)W A1xB1xC1 97,3x43,3x30 35 W A1xB1xC1 97,3x43,3x30 65 W A1xB1xC1 102x42x31 obs transformator ZonePoint MT 7O W 15OW 2O W 35 W 65 W ZonePoint MTm ZonePoint HMG 111 5O W 1OO W ZonePoint STH 7O W 35 W ZonePoint MTC 2O W MT/STH A1:63 B1:Ø 32 (inside) C1:Ø 116 B1 C1 A1 MTC A1:64 B1:Ø 16 (inside) C1:Ø 116 MTm A1:64 B1:Ø 31,4 C1:Ø 82 B1 C1 A1 B1 C1 A1 Figure. 5.11 The ballast relation chart Figure. 5.12 The reflector relation chart 30 | The Future of the Retail Spotlight Zone A nalysis of the C urrent Situation The result was presented in a matrix-like picture that gave a good overview and was a good summary that could be consulted whenever questions arose (Figure 5.13). As mentioned above, the ZonePoint forms the ba- sis for the whole product family and this means that the different products within the family share many components. To get a good overview and un- derstanding it was necessary to investigate how the different parts were shared. This way it would be- come clear which products that would be affected if a component was changed. ZoneLine ZoneJump ZoneExpo ZoneBox ZoneRunner 167 177 Ø 190 ( Ø 180) t=max 30mm t=max 30mm 111 177 Ø 190 ( Ø 180) 148 177 Ø 190 ( Ø 180) t=max 30mm 167170 170 148170 170 111170 170 140 201 120 70 163 120 70 145 120 ZonePoint ZoneSingle ZoneBeam MT/STH MTC HMG Figure. 5.13 The ZoneFamily Relation Chart The Future of the Retail Spotlight Zone | 31 A nalysis of the C urrent Situation >> Ventilation must be taken into consideration. The limits for the TC-point must be kept. >> Attachment of accessories should be easier and more functional. >> Make the fastening of the front ring, for example after changing light source, easier. >> Consider the finish of the spotlights. >> Focus on ZonePoint, since it is mostly exposed and used. >> Investigate the possibilities of including a LED- spotlight. 5.2.4 Technology >> The front ring is used in all models, including the recessed spotlight and the system. To change this component would have the biggest impact. >> The MT 70W spotlight is unnecessarily big. 5.2.5 Insights >> What Fagerhult is selling is competence and knowledge, in both light and lighting design, but they are not expressing this competence in their lu- minaires. They look very functional and profession- al from a technical point of view but from a design point of view they do not express professionalism. >> Making a luminaire that takes full advantage of the LED technology is a possibility to do something new and show this competence. >> The facelift could clear the way for future prod- ucts and be the starting point of a new form lan- guage for the Fagerhult brand, since there is not a clear brand heritage today and no good starting point. 5.2 Implications for the Next Phase This chapter summarises the analysis phase and highlights the important aspects that should be tak- en into consideration in the facelift and in the LED concepts. This section is divided into the same sub categories as the analysis section but a forth catego- ry is added. This forth category summarises insights and more implicit information that emerged during the analysis phase. 5.2.1 Branding and Product Expression. >>The Fagerhult brand is not well expressed by Zone. To make Zone express the core values Tech- nical, Functional, Clear and Natural, emphasis should be on Natural and Clear since Zone already expresses the other two. This could be achieved through creating a unity between the ballast box and the lamp house, and by making sure that de- tails, like the ventilation holes, fit the overall form language of the product, i.e. a more coherent form language. >> The prominent ventilation holes that were found both in Zone and Sync can be used as a design ele- ment in the facelift to create a connection to previ- ous products (see Chapter 3.5 Branding). >>There is no coherent form language for the Fager- hult brand to build on (see Chapter 3.5 Branding). 5.2.2 Competition >> The facelift should fit in the market segment of Zone. >> Even if it is hard, the facelift should differentiate Zone from its competitors. >> The quality and performance of the luminaire must not be impaired. 5.2.3 Usage analysis >> The front glass should be attached in such a way that maintenance is possible without injuries. 32 | The Future of the Retail Spotlight Zone The Future of the Retail Spotlight Zone | 33 D evelopm ent of Facelift C oncepts 6. Development of Facelift Concepts The general idea of a facelift is to make rather small changes to a product to make it last longer on the market. It is important that the solution is cost ef- ficient and possible to implement within a short pe- riod of time. Fagerhult was in a position where they were going to decide whether to make a facelift of Zone or re- place it with a new product family. To make this de- cision there was a need to investigate what a facelift could result in, both visually and functionally. The project was divided into two parts; one concerning visual aspects and the other concerning functional- ity. For each one of the parts, three concepts were developed to span the range of possibilities. In addi- tion to this, a structural change was also developed. 6.1 Project Limitations and Set Up The facelift development project started with a dis- cussion with the Fagerhult Retail development team about what would fit in a facelift. Delimitations were stated regarding which parts to change. The outcome of the discussion was that a facelift should include a change of the front ring and the ballast housing without altering the performance of the fix- ture as a whole. Only changing the front ring or the ballast box should also be taken into consideration. The lamp housing should be left as it was since it holds most of the functionality of the luminaire and altering it would have consequences on the lighting performance. Furthermore, it was decided that the surface treatment of the whole spotlight should be included. It was also desirable to remove as many of the problems found in the original Zone as possible with the facelift. The ZonePoint MTm does not share any parts with the other members of the Zone Family but should be included in the facelift in such a way that it is possible to give it the same expression as the other ZonePoint products. A project goal was also that the facelift would add as few new parts as possible, ideally reduce the num- ber of parts, in order to facilitate logistics, assembly and production as well as keep costs down. The aim was to achieve maximal visual change with mini- mum effort, i.e. cost and time. When developing functionality concepts, the rela- tionship between the amount of change and imple- mentation time and money needed is somewhat 34 | The Future of the Retail Spotlight Zone D evelopm ent of Facelift C oncepts 6.1.1 Physical Limitations Since the lamp housing was supposed to be left in- tact, there were some measurements that could not be changed (Figure 6.1). The outer diameter of the lamp house is the same for all Zone products except ZonePoint MTm that does not have a lamp house, and is 112 mm, and the inner diameter of the fit- tings of the ZoneSingle is 130 mm. The dimensions of the new front ring should therefore lie between these two measures. Since the slits that are used to connect the front ring to the lamp house are not changed it is necessary to use a similar connection method as the one used today (Figure 6.2). In the discussion in the beginning of the facelift project it was also decided that none of the internal components; ballasts, transformers, joints, connec- tions or reflectors should be changed. This meant that the minimum measures of the ballast box were given by the components that were supposed to be fitted inside (Figure 6.3). What was left to change was the front ring and all parts inside it, the two halves of the ballast box, the layout of the components and the finish. Another aspect to investigate was whether to change only the front ring, only the ballast box or both. linear, which means that if you increase the amount of change you increase the costs and implementa- tion time as well. Therefore it was important to find and an appropriate level where the change was big enough while the implementation time and costs were affordable. In order to help Fagerhult Retail in this decision it was decided that the facelift solution should be divided in steps with a small change and a small cost as a start and then increase the change and the cost gradually. The time perspective of the facelift was that it should be implementable as soon as possible and produced with the resources available to Fagerhult Retail today. This meant using production methods known and used by Fagerhult Retail, using materi- als and finishes available in their current products and not making any major changes to the internal components. Connection slits Ballast Friction lock Figure. 6.1 Visualisation of technical limitations Figure. 6.2 Connection slits in the lamp housing Figure. 6.3 Inside of the ballast box, showing ballast and friction lock The Future of the Retail Spotlight Zone | 35 D evelopm ent of Facelift C oncepts 6.2.2 LED Implementation A good solution for implementing LED light sourc- es in the Zone lamp housing was not found. To- day active cooling is needed to keep the LED light source at appropriate temperature levels but the lamp housing is not built for this. It has no air vents in the back for the air flow and in addition to this, it is not big enough to fit the passive cooling needed since the standard cooling is cylindrical and the lamp house is conical. This means that a LED light source might fit in the biggest lamp housing but that contradicts one of LED technology’s biggest advantages, being small (See Chapter 3.3.4 Light Emitting Diodes). One so- lution is to prepare the new MTm spotlight to sup- port LED, but then the spotlight needs to be rede- signed completely. 6.2 Development work 6.2.1 New Structure of Sizes A new structure for the sharing of components was developed. As mentioned in the analysis, the MT 70W spotlight is a lot longer than it needs to be. A solution to this was to introduce a fifth spotlight type. This could be done without adding any com- ponents; instead the components were arranged in a new way. The lamp house of the MT70W spotlight had to be kept since the lamp house is adapted to the light source. However the ballast box of the MTC spotlight could be used (Figure 6.4). This would create a new smaller spotlight. An advantage of this solution is that the MT70W can be used together with the MTC spotlights without the difference in size being significant. The disadvantage is that it will be harder to see, from just looking at the spotlight, which light source that is used. Figure. 6.4 Visualisation of the new size structure 36 | The Future of the Retail Spotlight Zone D evelopm ent of Facelift C oncepts The metal ribbon is fastened inside the plastic ring and has many functions (Figure 6.6). Firstly, it is the part that attaches the whole front ring to the lamp house. Secondly, it keeps the reflector and glass in place when the front ring is detached from the lamp house. This is a wanted feature though on the other hand a tool, like a pen or a screwdriver, is some- times used by the service staff, to lever, when the reflector is replaced. Secondly, two other Fagerhult products were inves- tigated to see how the fastening, the baffle and the accessories were designed for these products. 6.2.3 Functionality concepts The aim with the functionality development was to create functionality concepts that made the attach- ment of accessories and the fastening of the front ring to the lamp house easier. There was also a wish for including a baffle from the product development team of Fagerhult Retail. The main problems of the original Zone products were related to the removal of the front ring for maintenance or production reasons. A new techni- cal solution for the front ring could eliminate many of these problems. Firstly, the front ring of Zone was analysed to see what parts it consisted of and what functionality they had. The Zone front ring consists of three parts (Fig- ure 6.5); the major part is the plastic ring. Inside the plastic ring is the front glass and a metal rib- bon. The front of the reflector is then placed inside the front ring before attaching the ring to the lamp house. The reflector is kept in place between the edge of the lamp house and the metal ribbon. Zone does not have a baffle. B. keeps the re- flector in place A. keeps the front glass in place C. Protruding part that fastens the front ring in the connection slits of the lamp house. It also keeps the reflector in place when the front ring is removed Figure. 6.6 Close-up showing details of the metal ribbon Figure. 6.5 Cross section of the ZonePoint front ring with reflector and metal ribbon A B C The Future of the Retail Spotlight Zone | 37 D evelopm ent of Facelift C oncepts The Strato spotlight consists of one metal ring and one plastic ring (Figure 6.10). The plastic ring is fastened into the metal ring with screws while the front glass and reflectors are fastened with flexible plastic clips on the plastic ring (Figure 6.9). A dis- advantage that is also found here is that when the reflector is removed, the glass is loosened. The clips are a nice solution to be able to remove the reflector without a tool, however the usage of six clips makes it hard to achieve even with two hands. The big version of the Sinus spotlight has a metal ring as its main part and inside it, a plastic ring that functions as a baffle since it sticks out from the met- al ring (Figure 6.8). The plastic ring is fastened into the metal ring with screws (Figure 6.7). The screws also fasten the reflector. The front glass is kept in place between the reflector and the plastic ring. A result of this is that the front glass will be loose when the reflector is removed for cleaning or when replacing it. Flexible plastic clip Figure. 6.7 The front ring of the spotlight Sinus with reflector attached Figure. 6.8 Cross section of the Sinus front ring with reflector Figure. 6.9 The spotlight Strato front ring with reflector attached Figure. 6.10 Cross section of the Strato front ring with reflector 38 | The Future of the Retail Spotlight Zone D evelopm ent of Facelift C oncepts As mentioned above, there was also a wish for a more functional way of fastening the accessories. Today the accessories are fastened outside the front ring ( Figure 6.11). In ZoneSingle this adds to the part that stands out from the ceiling, making the lamp house look bigger and more obtrusive. From this point of view a solution where the accessories are fastened inside the front ring is to prefer. In the next phase sketching was used to evaluate different ideas. When it was hard to evaluate the ideas two dimensionally on paper, take-away coffee mugs were used as paper models (Figure 6.12) (see Chapter 4.2.2 Mock-ups for method description). The best ideas were evaluated in a CAD-software to see if they fit the spatial limitations that were set by the lamp house and the opening of the front ring (see Chapter 4.4.1 CAD Evaluation for method description). Three functional concepts were de- veloped and as decided they represented a gradual increase in complexity. The analysis of the different kinds of front rings led to the following conclusions: >> It will be hard to substitute the metal ribbon in Zone without adding any components since it has so many functions. >> A tool is needed to remove the reflector in the Zone spotlight. This should not be necessary. >> The flexible plastic clips are a nice solution but they should be fewer to make it easier to open them. >> In the Zone spotlight the front glass is still fixed when the reflector is removed, this is positive for maintenance reasons and should remain un- changed. >> If a plastic ring is used inside the main ring it can be extended and used as a baffle. Figure. 6.11 The attachment of accessories on the Zone front ring Figure. 6.12 Paper cup mock-ups The Future of the Retail Spotlight Zone | 39 D evelopm ent of Facelift C oncepts Final Result Functionality Concepts Here are the three function concepts presented in an increasing order of complexity. The first concept has no new functionality, it only includes a visual change in the facelift, the second adds some func- tionality to the existing components and the third concept is a completely new way of attaching the front ring to the lamp house solving the functional- ity issues from the analysis phase. First concept The first function concept was to keep the function- ality of the current Zone spotlight and only change the visual aspects of the front ring (Figure 6.13). The advantage of such a solution was that no new components needed to be developed. Additionally, this would mean lower costs and fast- er implementation time. This is also a solution that is proven to work, so no additional testing of the functionality will be needed. However, this solu- tion does not solve the problem with the accessories or that the maintenance staff cut themselves when cleaning the front glass. The news value of such a change is also low since only the appearance of the spotlight will be updated. Second concept The second concept was to keep the metal ribbon but to add a plastic ring that would function as a baffle (Figure 6.14). The baffle would be fastened underneath the front glass and as a result also be fastened by the metal ring. Inside the baffle the ac- cessories could be fitted. This way the expression of the spotlight does not change when accessories are added. The advantages of such a solution would be that the functionality of the metal ribbon is kept, which means lower development costs and imple- mentation time. The addition of a baffle was desired and this also solves the accessories problem. Still, the sharp edges inside the front ring remain an is- sue. Figure. 6.13 Schematic of the first function concept Figure. 6.14 Schematic of the second function concept 40 | The Future of the Retail Spotlight Zone D evelopm ent of Facelift C oncepts Third concept The third concept is the concept that differs the most from the current solution. The metal ribbon is replaced with a plastic ring that functions as a baffle (Figure 6.15). Inside the plastic ring the front glass is kept in place by screws while the reflector is kept in place by two mini flanges in the metal ring and one flexible plastic clip. The reflector is first placed under the metal flanges and then the flexible clip is pushed aside making it possible for the reflector to fall into place. The metal flanges also replace the flanges in the metal ribbon that fasten the whole front ring to the lamp house. Between the front glass and the front of the metal ring there is an extra shelf where accessories can be placed (Figure 6.16). The big advantage of the third concept is that it solves all the stated problems; there is a baffle, a bet- ter solution for the accessories and no sharp edges. It is also possible to make the front ring smaller with this concept. All in all the news value is high. The disadvantages of a totally new solution is that it introduces several new components, the function- ality will need to be tested and as a result, the devel- opment time will be longer and costs will be higher. A rapid prototype of this concept was produced in order for Fagerhult Retail to easier evaluate the new functionality (Figure 6.17). Figure. 6.15 Schematic of the third function concept Figure. 6.16 Cross section of the third function concept Figure. 6.17 Rapid prototype model of the third function concept The Future of the Retail Spotlight Zone | 41 D evelopm ent of Facelift C oncepts In the first phase the initial limitations of the facelift were set a side in order not to interfere with the cre- ative process. Sketching freely created a number of examples of a new expression (Figure 6.18). CAD- software was also used to try new proportions and to investigate how the expression changes with dif- ferent proportions (Figure 6.19-6.21) (see Chapter 4.4.1 CAD Evaluation for method description). 6.2.4 Visual Concepts The goal with the new visual concepts was to find examples of how the Fagerhult brand could be ex- pressed more clearly by the luminaire. The basis of the development of the design concepts was the imageboard of the Fagerhult product brand’s core values. Figure. 6.18 Freely made sketches Figure. 6.19 Early conceptual CAD model one Figure. 6.20 Early conceptual CAD model two Figure. 6.21 Early conceptual CAD model three 42 | The Future of the Retail Spotlight Zone D evelopm ent of Facelift C oncepts box was not an good alternative since that would not be a facelift for the recessed spotlight ZoneSin- gle. A rapid prototype of one of the concepts was produced in order to evaluate the visual change when only changing the front ring. (Figure 6.29) Finally, the different concepts were adjusted to fit the technical limitations such as the size of the com- ponents that must be used and manufacturability. The result was three different visual concepts. To narrow down the degrees of freedom and to get more realistic designs, sketching was continued on printed underlays of the current luminaire. (Figure 6.22-6.23 and 6.25-6.26). When more plausible de- signs were created, some of these were further eval- uated through creating new underlays (Figure 6.24) or throug paper models including the actual com- ponents of the luminaire (Figure 6.27 and 6.28) (see Chapter 4.2.2 Mock-Ups for method description). Different combinations of the ballast box and front ring were evaluated; only changing the front ring, only changing the ballast box or changing both. It was however realised that changing only the ballast Figure. 6.22 Underlay sketch one Figure. 6.23 Underlay sketch two Figure. 6.24 Underlay sketch three The Future of the Retail Spotlight Zone | 43 D evelopm ent of Facelift C oncepts Figure. 6.26 Underlay sketch fiveFigure. 6.25 Underlay sketch four Figure. 6.28 Paper mock-up parts Figure. 6.29 Rapid prototype model attached to the original lamp housing Figure. 6.27 Mounted paper mock-up 44 | The Future of the Retail Spotlight Zone D evelopm ent of Facelift C oncepts box fits the lamp house better and less visual noise makes the luminaire clearer. The front ring of the hat concept was also tried out with the old ballast box. They go quite well together, the chamfers of the front ring are repeated in the ballast box (Figure 6.35). The hat design concept is compatible with all the function concepts and fits the current form lan- guage well. However, this also means a rather low news value. Final Result Visual Concepts Hat The Hat concept is the concept that is the most sim- ilar to the present product. Only small changes are done in the design, and it is very much in line with the present Zone design language (Figure 6.30). The surfaces are cleaned up; there is less visual noise and no tensed surfaces since this was thought not to fit with the lamp house. The front ring also has a connection to the present Zone front ring and other older Fagerhult products (Figure 6.31-6.34). The straighter sides of the front ring and the ballast Figure. 6.30 Outline of the Hat visual concept Figure. 6.31 The Hat front ring on different lamp housings The Future of the Retail Spotlight Zone | 45 D evelopm ent of Facelift C oncepts Figure. 6.32 The Hat visual concept, side view Figure. 6.33 The Hat visual concept, back view Figure. 6.34 The Hat visual concept, family view Figure. 6.35 The Hat front ring and the original Zone ballast box 46 | The Future of the Retail Spotlight Zone D evelopm ent of Facelift C oncepts The combination of the Cone front ring and the old ballast box is not to prefer. The straight simple shapes of the lamp house are not emphasised with the tensed shapes of the ballast box (Figure 6.41). When seen from underneath the exact rounds and sharp radii of the ballast box creates a professional- ism connected to aesthetics and design knowledge. The professionalism of functionality and technol- ogy is still connected to the parts inside. The Cone concept is compatible with all the func- tion concepts and has a high news value. However, it is the concept that uses the most material. Cone In the Cone concepts the ballast was turned 90 de- grees in relation to the ballast box. This makes the ballast box a bit slimmer