Влияние освещения на создание эмоционального бренда

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The power of light in Emotional Branding for Shopping Centers Anita Stampfl, MK Illumination

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Презентация компании MK Illumination, представленная в ходе UREC Innovation Conference 2013 (12.09.2013)

Transcript of Влияние освещения на создание эмоционального бренда

  • 1. The power of light in Emotional Branding for Shopping CentersAnita Stampfl, MK Illumination

2. 2 Short Introduction Anita Stampfl Director Communications & Business Development Anita originally started out her career in the financial sector in New York. Since returning to Europe, Anita has worked for German fashion label Rena Lange and retail outlet developer and operator Value Retail. In 2008 Anita joined conceptual festive lighting company MK Illumination predominantly in the Retail Real Estate Industry. Anita is also a Member of the ICSC European Marketing Conference Planning Committee and Jury member for CEE & SEE awards. 3. 3 About MK Illumination A global company with local presence ensures lokal know-how. Since 1996 MK Illumination has been setting the industry benchmark for the creation of festive and decorative lighting. MK Illumination is represented in 26 countries. 4. 4 About MK Illumination Workflow Start Local knowledge Materials Brainstorming turning on the lights Designer at work technical- & Installation planning installation dismantling / Storage / maintenance Transport & Logistics Consultancy Manufactory Service Design Manufacturing 5. 5 Marketing has undergone a sea change in the past decade. Advancements in social media and online communications have created a marketing environment that taps into emotions, transcends and entertainment Emotional Branding guru Marc Gob believes the way through this maze is to address the customers emotional needs. Sensory perception, enhanced by the way we use light will play an increasingly important role. 6. 6 Emotional branding Directly relates to customers long-term loyalty. Is about tapping into sensory perceptions and can positively affect the mood of the consumer. 7. 7 The same applies to light Brightness, shadow, color and contrast all influence the atmosphere of a given space, a fact acknowledged by the legendary designer Le Corbusier in 1922. 8. 8 Architects recognize that lighting goes beyond improving the visual and can also affect the way emotional messages are conveyed. 9. 9 The eye is the most important sensory organ. 10. 10 The impact of Light Lighting can also contribute to the expressiveness of a building or open public space and a designer can use targeted light to trigger certain emotional states, including influencing purchasing behavior. 11. 11 by MK IlluminationTrinity Walk, UK 12. 12 by MK IlluminationLeuven, Belgium 13. 13 by MK IlluminationEmporia, Sweden 14. 14 by MK IlluminationAbensberg, Germany 15. 15 The impact of Light The emotional value of entertainment in marketing has proven to be both a long-term image building factor as well as directly at the point of action. Experiences increase awareness, increase the average length of stay in a location and immediately act to boost sales. Christian Mikunda 16. 16 Well designed festive lighting play a powerful role in increasing the footfall in cities, leisure areas as well as shopping centers. Sensitive, well-planned lighting can help emotionally bond consumers, ensure they experience a feeling of wellbeing and encourage them to stay longer. 17. Design disappears with turning off the light. Light is captivating, adds volume and stimulates our senses. Christian Mikunda 18. MK Illumination Handels GmbH Trientlgasse 70, A-6020 Innsbruck Tel. +43/512/20 24 30 Fax +43/512/20 24 33 [email protected] www.mk-illumination.com The copyright and intellectual property of this presentation remains with MK Illumination.