Under the background that the experiential business model is gradually replacing the traditional business model, the external environment of modern commercial buildings is also getting more and more attention. A good external environment of the building is not only an external reflection of the corporate image and business operations, but also a huge release. The crowd is attractive. The night lighting design is an important part of the experiential business, and plays a pivotal role in the construction of the external environment at night.
1. Experiential business model features:
1-1 Wuhan Wanda Plaza exterior night environment 1-2 Wuhan Wanda Plaza internal experience shopping environment
The emerging urban complex is a typical representative of modern experiential business. Its business model strives to intervene in the daily life of the customer group. It is not only a commercial center, but also a living center. Its business distribution is numerous and can cover most of the businesses needed for daily consumption. Take Wanda Plaza as an example. Its characteristics can be summarized as the following three points:
1) The customer group is mainly based on the mass consumption of the residents in the area, and part of the surrounding communities.
2) Leisure and entertainment-oriented, supplemented by shopping, emphasizes the starting from the taste of life, shaping people's sensory experience and psychological identity, and inspiring consumers' consumption awareness and shopping behavior.
3) Compared with the traditional commercial center, it pays more attention to the environment and architectural design, and creates a chic leisure consumption place through the integration of environment, architecture and urban style.
2. Problems in the lighting of external buildings in today's commercial buildings
2-1 Colorful, dazzling dynamic commercial architectural lighting 2-2 Commercial building lighting that ignores the architectural structure
At present, the night illumination of domestic commercial buildings is still in the era of brightness, brightness and dazzling dynamics. It tends to pay too much attention to expressing individuality, attracting attention from the crowd, and ignoring the connection with the lighting system of the region or the whole city, ignoring the structure of the building. Express or even ignore the impact of the light environment on different viewpoints.
Nowadays, under the experience-oriented business model, this kind of wishful lighting method often does not play a role in promoting commercial operations, but will increase the cost of commercial operations and cause light pollution to the region or even the entire city.
2-3 lack of aesthetic commercial building lighting 2-4 performance is relatively simple commercial building lighting
Another night scene of commercial buildings is extreme, that is, the expression is relatively simple, the lack of commercial atmosphere, and the lack of aesthetics, as the commercial building is less attractive to the crowd.
3. Requirements for the external environment lighting of buildings under the emerging business model
1) Compliance with the overall plan
Commercial buildings with night lighting are subject to overall planning.
1 City scale comprehensively considers the urban background light, considers the integration with the city's overall night landscape system, considers the brightness relationship and color relationship within a certain area or with adjacent buildings.
2 In the street scale range, the architectural structure is mainly used, considering the brightness level, the relationship between the light and dark and the overall coordination of the lighting techniques.
3 At the close-up scale, you can use the lighting, dynamics, and even lighting interaction to create a business atmosphere, increasing the appeal and stayability of people.
2) Compliance with architectural design
3-3 contour lighting 3-4 inner light transmission
Commonly used architectural design lighting methods include integral floodlighting, partial floodlighting, contour lighting, and internal light-transmitting lighting. In a specific design, two or more of the lighting modes are often combined, and a multi-faceted display building with a focus is placed. Specifically, through the reshaping of lighting, the cultural attributes, overall shape, detailing, material texture and interior space of the building can be further expressed.
1Expressing the cultural attributes of buildings: Architecture is the carrier of social, regional and national culture, which can carry rich connotations. The lighting theme should be expressed on the basis of architectural design concepts. The expression of lighting for cultural expression should be based on design language refinement. On the basis of the expression, the building structure is expressed in an abstract form, and the tiling of the cultural figurative pattern should not be used.
2 The overall shape of the building: Through proper floodlighting and contour lighting, it can effectively reflect the shape of the building, fully express the overall mass relationship of the building, and have a strong visual impact. It is worth noting that for buildings with concave or convex shapes, rhythmic uneven floodlights can express architectural concavities or distortions and achieve different artistic effects.
3 Expressing the details of the building: Excellent architectural night lighting not only enhances the three-dimensional shape of the building, but also expresses the unique artistic beauty of the building. In the actual design, a large number of small floodlights are often used for key projection or multi-color LED lighting fixtures to deeply describe the decorative components, and color and dynamic performances are performed during special periods to enhance the commercial atmosphere and visual interest.
4 Performance of the material texture of the building: The building facade material is an important expression of the building's interpretation of its own emotions and personality. Through the different ways of lighting design of the building skin, it can express the unique texture of its material; while respecting the material The inherent color is optimal for the natural color of the reduced material in the normal state.
5 The interior space of the building is represented by the internal light-transmitting illumination, that is, the architectural lighting effect formed by the outward transmission of the indoor light to show the internal structure and functional distribution of the building. The inner light-transparent illumination vividly illustrates the relationship between light and shadow in a building that is completely different from daylight.
3) People-oriented
Whether it is the external environment lighting of the building or the lighting of the internal environment, the users are all human. Therefore, in the experiential business mode, it is necessary to consider the feelings of people in different lighting environments from the perspective of the user.
In the actual design, an entertaining and stimulating nighttime environment needs to be decorated with color and dynamic light; while the high-end, atmospheric nighttime environment must be based on uniform illumination and pure color; the same attractive light environment, internal brightness It is more attractive than the brightness of the building skin.
People's nighttime behavior is the basic starting point for future night lighting design.summary:
The external environment lighting of commercial buildings is actually a re-shaping of the external environment image of the building from the perspective of light and shadow. It has the dual nature of technology and art, and is a creative and challenging design work. The rational lighting based on people's sense of architectural aesthetics is the direction of commercial architectural lighting development. As the leader of the experiential business model, Wanda will also lead the lighting industry to people-oriented through its own practical experience in the field of commercial external environment lighting. Rational and healthy development.
Jiangmen Hongli Energy Co.ltd , https://www.honglienergy.com