RESEARCH PORTFOLIO

RACHAEL KELLY

Biophilia How the growing trend of biophilic design will create a sensory experience

within retail design

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Contents Page

INTRODUCTIONWHAT IS BIOPHILIA WHAT IS BIOPHILIC DESIGN

LITERATURE REVIEW THE BENEFITS OF BIOPHILIC DESIGNHISTORY OF BIOPHILIC DESIGNSAVANNAH THEORY14 PATTERNS OF BIOPHILIC DESIGNBIOPHILIA IN RETAILLIVING WALLSCASE STUDY - BARKER & STONEHOUSECASE STUDY - MARKS & SPENCERS

RESEARCH METHODS

FINDINGSSURVEY RESPONSES

DISCUSSIONANALYSING SURVEY RESPONSESCOLOUR IMPORTANCELIGHTING IMPORTANCE

CONCLUSION

BIBLOGRAPHY

Introduction

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WHAT IS BIOPHILIA

BIOPHILIA MEANS ‘LOVE OF LIFE OR LIVING THINGS’

WHAT IS BIOPHILIC DESIGN

“Biophilia (meaning love of nature) focuses on human’s innate attraction to nature and natural processes. It suggests that we all have a genetic connection to the natural world built up through hundreds of thousands of years of living in agrarian settings. Biophilic Design uses these ideas as principles to create a human centred approach that when applied improves many of the spaces that we live and work in today, with

numerous benefits to our health and well-being.” (Oliver Heath, 2017)

Introduction

This report is to analyse the key factors of Biophilic design and how they are contributing towards the future of retail design. I will explore a range of trends, shops and data that indicate towards the psychological and health benefits of this design approach. In the second part of this report, I have conducted a survey to collect data based upon questions related to biophilia within retail design specifically looking what would attract you to enter a store. Investigating what type of future customer experience would people expect to receive from certain brands is vital for the growth of retail and maintaining a sustainable design.

Biophilic design has had a huge impact on urbanization and interior design, by shaping the future with bringing the environment inside a space to create more aesthetically pleasing and calming atmospheres. Scientific studies show that having plants within a room/ space increases your productivity and mood by the presence, colour and aroma. However, Biophilic design is more than planting and vegetation, it is expressed through water and lighting. My main focus is on how biophilia has an effect on retail design, focusing on the use of natural lighting compared to artificial and the benefit of increase on sales.

BENEFITS OF BIOPHILIC DESIGN

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Literature Review Biophilia within retail design is changing the world we live in as the increase in urban development suggests there’s a need for the balance of nature. By researching the benefits of biophilic design you can see the appeal for many organizations to follow this trend, particularly a new focus on retail spaces to produce a new shopping experience. Customers and employees feels more productive in a space with plants, its presence enhances mood stimulations and reduces fatigue. This boosts customers experiential experience as they are enjoying a shopping experience meaning they are more likely to return and purchase from that store. Employees need a comfortable and healthy working environment to excel in the workplace. Helping the environment forms an ecologically responsible design to generate thermal energy and purify the toxins held within the air. However, with biophilic design being aesthetically pleasing to the naked eye it can also have its limitations by being cost ineffective, the maintenance of vegetation and living walls need sustaining with water and sunlight depending on the seasons. Landscape designers must carefully choose vegetation that is suitable for all year round or seasonally.

(Anon, 2017)

“Retailers have long understood the importance of store environment in enhancing the shopping experience. The outdoor landscape can be a seamless extension of shop interiors, providing indoor/outdoor continuity for a positive shopping experience. Urban forestry can play an important role in business districts. Interior plants and landscape may create store interiors more favorable for retail activity.” ( “Retail and Urban Nature: Creating a Consumer Habitat”, K.L.Wolf, at the People/Plant Symposium, Amsterdam, 2002).

“Not only is shopping melting into everything, but everything is melting into shopping”. Teufel.P.and Zimmermann.R. (2015)

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(ArchDaily, 2017)

(Retaildesignblog.net, 2017)

(I.pinimg.com, 2017)

(Pinterest, 2017)

Benefits of Foliage

- Changes the ambiance and feel of a space - Adds colour - Changes the acoustics - Increases productivity – reduces fatigue - Purifies the air

Benefits of lighting in a retail store

- Highlights products and helps make them visual- Encourages purchases by visual enhancement - Helps lead customers into/around a store- Allows for a more enjoyable shopping experience - Helps define overall store image

What can retailers do to create more of a Biophilic atmosphere?

- Use natural materials - Real & fake foliage - Natural essence – pine, water, planting etc.- Water features - Ambient lighting - Attractive use of empty space

(Pinterest, 2017)

(Pinterest, 2017)

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History of Biophilic Design

The Savannah Theory proposes a theme of tropical Savannahs environments, showing a need for human affiliation with nature. The Savannah hypothesis shows the preference for blue water, greens, and earth tones found on the African Savannahs. This creates a healthy vibrant biophilic environment linking back to the very beginning of human and the wildlife. The idyllic scenery of trees, vegetation and animals are design inspiration to create spaces that reflect the beauty of Africa, by feeling close to nature with specific colours or patterns you feel you are somewhere else. The use of animal print is distinctive as you associate tiger, zebra and giraffe prints with the African heritage.

SAVANNAH THEORY

(www.uprisevsi.co.uk, 2018)

The word biophilia was first used by a psychologist called Erich Fromm in 1964. He described it as “the passionate love of life and all that is alive”. The concept was popularised by Edward O Wilson, an American biologist in 1984 with his book ‘Biophilia’. He defined it as “the urge to affiliate with other forms of life”.

“Biophilia is the innately emotional affiliation of human beings to other living organisms. Life around us exceeds in complexity and beauty anything else humanity is ever likely to encounter.”– E.O. Wilson, 1984

Biophilic designer Oliver Heath: ‘Biophilic design is more than just bringing the outside in, it’s about making and strengthening a connection with many aspects of nature. It’s about natural light, views on nature, plants, natural materials, textures and patterns.’

Why is biophilic design relevant today? “With mobile technology slowly creeping into every aspect of our lives its becoming more and more important that we find ways to create a good work life balance” (Oliver Heath). The relevance shows there is a demand for balance between work and life environments and being connected to nature restores the balance by scenery changes and natural light elements.

Sustainable design is still a high priority and many retailers have been greening certain elements of their stores. It is suggested that we spend 80% of our lives indoors, this shows a need to be connected with nature and a development in creating hybrid planting spaces. Plants will become an integral part of building structures and it all starts with a sustainable brief. The planet will turn into ‘urban jungles’ otherwise known as vertical forests. Living walls can reconnect us directly to our biophilic yearnings.

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Nature in the Space Patterns

1. Visual Connection with nature 2. Non-visual Connection with nature 3. Non-Rhythmic Sensory Stimuli 4. Thermal & Airflow variability 5. Presence of Water 6. Dynamic & Diffuse Light 7. Connection with natural Systems

Natural Analogues Patterns

8. Biomorphic Forms & Patterns 9. Material Connection with nature 10. Complexity & Order

Nature of the Space Patterns

11. Prospect 12. Refuge 13. Mystery 14. Risk/Peril

14 Patterns of Biophilic Design

The “14 patterns of Biophilic Design” sheds a light on the importance of the human connection with nature. The research supports and encourages the merging of biophilic patterns into cities.

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Biophilic design can be put into 3 categories: nature in the space, natural analogues and nature of the space. “Nature in the space addresses the direct, physical and ephemeral presence of nature in the space or place.” “Natural analogues addresses organic, non-living and indirect evocations of nature.” “Nature of the space addresses spatial configurations in nature.”

Biophilia is very human centric while encouraging and validating an integration of ecology within the human habitat. “An indirect connection can be drawn with nature when you introduce manmade objects and features which mimic natural form, patterns, materials, textures and colours”, this is known as biomimicry or biomimetic. Biomimicry focuses on understanding the functional strategies of nature and how they can influence and inspire innovation. Biometric refers to human made processes that imitate nature. The art and science of designing and building biometric objects reflect biological systems.

Lochristi Fashion, Belgium

These concepts are beautifully demonstrated through the combinations of natural elements and references to nature which have been incorporated into the design of the Lochristi store by design agency King George in Ghent, Belgium, creating a vibrant and playful fashion store providing many Biophilic features. The design uses timber in various forms to create a range of textured structures mimicking the structure of a tree covering floor to ceiling. This becomes a main feature of the retail space implementing a like to nature by using natural materials and forms. It creates a tactile environment that stimulates the senses of sight and touch which are critical for fashion retail.

Biophilia in Retail

(Worldwide, 2018)

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(Humanspaces.com, 2018)

Innisfree Skincare, Asia

Inspired by greenhouses, this skincare retail store incorporates skylight ceilings allowing natural light to flood into the store. The interior is based around natural elements therefore it would not be suitable to use artificial lighting. A neutral palette of white with timber hints are combined with greenery to create a fresh ‘open garden’ like environment. The overall aesthetics, lighting and open space entices customers to enter and spend more time looking through the stores merchandise.

Incorporating natural elements and greenery can overall improve the aesthetic of an interior space as it adds texture with the biomorphic undulating lattice frame greenhouse. These biophilic design principles not only enhance the appearance of the store but economically benefit the environment and its users. Nature is seen to have psychological effects of the user of the space as it reflects a calming presence. “The exterior of a shop can help to initially attract a customer, whilst the interior can help to retain customers, increasing the likelihood of purchases. The colours red and yellow can provoke excitement and increase blood pressure, which is good for initially attracting customers, whereas blue and green can aid relaxation, which helps to maintain an individual’s comfort during their shopping or working experience.” (Humanspaces.com, 2018).

The skylights formed in a lattice shape create an interesting effect at night as you can see the dotted patterns of light towards the top of the building. If you were to walk past this store during the evenings you would be drawn to the aluminous bursts of light as they draw your eye in. This is a good example to show how light is an importance aspect of interior design; the façade is designed to look aesthetically pleasing in both day light and twilight. With the brand selling natural products it makes sense to make a link to the product with the interior as it overall shows a positive view towards nature.

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Living walls are vertical greening systems that are used as a method to improve the environmental conditions of dense urban areas. By adding vegetation to a congested concrete surrounding you are creating habitats for local wildlife, adding a splash of colour as well as being appealing to the eye, it also is a sufficient way to save energy by thermal insulation. You can use living walls as an internal or external feature to create a biophilic proximity to nature, people tend be intrigued by nature within design and are more likely to enter a space if it has something interesting displayed. By situating greenery indoors, it creates the illusion of being outside as the air will be more purified by the plants and using natural materials to create surfaces mimic texture and appearance. An emerging trend in green design these vertically sprawling gardens of green are springing to life in the forms of exterior skyscrapers, hotels, retail spaces and more. Living walls are natural air filters creating purer invigorating work environment that will lead to better employee health. Office workers are often exposed to air toxins such as carbon monoxide, whereas green walls metabolise harmful toxins whilst releasing oxygen into the atmosphere much like having biophilia in a space but on a larger scale.

LIVING WALLS

“Study nature, love nature, stay close to nature. It will never fail you”Frank Lloyd Wright

(Vertology.uk.com, 2018)

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Case Study - Barker & Stonehouse

Barker & Stonehouse are one of the UK’s largest independent furniture retailers with 10 branches spread across the country. The flagship store is located in Teesside, opening in 2015 this store has an eco-friendly design, made from reclaimed materials and featuring a living wall with a self-sufficient water irrigation system. The glass frontage allows the 48,270sq ft store to be flooded with natural light. Barker and Stonehouse showcase Teesside’s first living wall and roof, this biophilic design is the first step in future development of another eco- friendly store. This biophilic design as triggered the development of future plans for living walls to be merged into buildings across the northern region, as many businesses want to follow in the footsteps of Barker and Stonehouse to be more green and aware of the surrounding environment. The foliage is aesthetically pleasing to look at and would catch a potential customer’s eye more than having brickwork. The exterior is built from wooden timbers again linking back to the use of natural materials; this store definitely follows eco friendly design ethics.

(Love, 2017)

(Barkerandstonehouse.co.uk,2017)

The advantages of having thousands of colourful plants species for a living wall creates wildlife habitats for birds and insects, helping the environment and pollination is a key for the survival of nature in this urban society.

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Case Study - Marks & Spencers

LOCATION

250 ECCLESALL ROADSHEFFIELD

S11 8JD

Marks and Spencer’s are renowned for their green ethics, this simply food store is described as the company’s greenest store, first of many new ‘sustainable learning’ stores that form part of M&S’s plan A programme. Plan A is programme focusing on the sustainability and benefits towards the planets future. By being a green business, this enables customers to have a positive impact on wellbeing, communities and the planet. A positive outcome on being green has inspired retailers worldwide to improve their sustainability performance. The living walls created are designed based on the colour palette of M&S’s corporate style, using various shades of green and utilising evergreen plants which stay active all year round, keeping the wall full of life throughout the changing seasons. The living wall consists of 62 different types of plants; with bird boxes located around the perimeter of the site this encourages birds and wildlife. The building itself is designed from sustainable materials; the bricks used were reclaimed from an old mill. The simply food store harvests rain water from the living wall, and has helped reduce water usage by 30% compared to other stores. A lighting strategy combining natural light with efficient LED’s has led to a 20% reduction in lighting energy. . ‘BREEAM’ the leading environmental assessment method for buildings gave the Ecclesall site an award of ‘excellent’.

“Studies have shown that covering the surfaces of buildings in urban environments with green plants results in an improvement in air quality, aesthetics and wellbeing” says Dr Hasim Altan from University of Sheffield Architecture. (The Star, 2013).

(Limited, 2017)

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Research Methods Research Methods

To investigate my chosen topic of the growing biophilic trend within retail design I have created a survey to collect and analyse my findings. This information will be used to back up my review and research towards biophilia and the benefits it produces. The survey is aimed at all target audiences as each customer experience is unique and can vary depending on your age and gender. By creating 10 questions the data I receive will showcase whether or not having biophilic elements such as foliage, natural light etc. would enhance your decision to enter a store. Firstly, creating the survey I thought about the different types of questions I wanted to ask and reflect upon, with a main focus interest on different lighting levels in retail stores and how they affect you as a customer. By sending out a survey to a range of family and friends I have been able to collect a wide range of results from different age ranges, genders and locations. My aspirations for the results collected are for people to point out the benefits of biophilia and how we as a global organization need to move vegetation into urban spaces as we spend 80% of our lives indoors. Thinking about what retailers can do to create these atmospheric and social environments. These findings will be compared to what retailers are currently doing to attract customers to their stores and how they would benefit from adding biophilic elements to enhance the stores façade. The data will shed a light on what people of different ages are looking for when they go shopping. As many people physically go shopping it was clear I would receive a mixed range of different retail brands that demonstrate different lighting levels and other biophilic elements.

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Findings

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100% agreed that having natural light and foliage boosts the mood, productivity and satisfaction of employees/customers

When asked, what would you like to see retailers take to make the store more attractive - 64.71% use of natural materials (11 people)- 52.94% natural essences (9 people)- 35.29% real & fake foliage (6 people) - 52.94% water features (9 people)- 88.24% ambient lighting (15 people) - 11.76% other (2 people) – attractive use of empty space, scented candles

100% agreed that the growing trend in bringing a sensory experience to retail will make shopping more enjoyable

Stores known for dim lighting - Hollister (10 people said) - Suit shops - Topshop- Superdry - All saints

Stores known for good use of light- Ikea - Apple - Urban outfitters - Barker & Stonehouse (2 people said) - Trafford centre - Car dealerships Audi

Survey Responses

100% said they find biophilia within retail design aesthetically pleasing

88.24% said that retail store having a feature display of planting/living walls/ installation of skylights would attract you more to enter

52.94% said this aesthetic would enhance their decision whether to purchase from the store or not

When asked, what do you think are the main benefits of having nature inside a building - 47.6% helps the environment (8 people)- 35.29% reduces toxins in the air (6 people) - 0% pollination - 88.24% increases mood & productivity (15 people)- 82.35% adds colour to the space (14 people)- 23.53% changes the acoustics (4 people)

When asked how important you would say lighting is to a retail store, the average data shows people think it is a high 70%

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DiscussionWhen carrying out this survey based upon thoughts and opinions towards biophilic design and lighting in retail design, results suggest a strong view towards the benefits and in favour of biophilia. A positive result of 100% of the participants agreed that they found nature within a retail store was aesthetically attractive. With this attitude and mindset towards a positive mood from planting this suggests there’s a market area for the growth in retail. 88.24% said that a retail store having a feature element such as a living wall, planting installation or skylights would attract you more as a customer to enter the store. By having a stand out feature in a space can make the experience more enjoyable and appealing as you are intrigued to find of more about the store if they have a good brand image.

Retail brands are defined by memorable qualities of their store, designing the interior and lighting of a space reflects upon the brand and aesthetic. Hollister a Californian inspired apparel chain use lighting levels as low as 0.7 lux, this is the only store in the UK that gets brighter when emergency lights are turned on. The interior spaces emerge a dark environment with music in the background to create a sense of a luxurious atmosphere targeted towards teenagers. Many people recognize Hollister for its dim lighting as when asked to name a store with dim lighting Hollister was the most popular response. However, having dim lighting can create a good ambience it can affect your customer experience by not being able to fully see the merchandise and size you could purchase something thinking it is one thing then find out it is another based upon poor lighting.

(Retail-square.com, 2018)

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As lighting is an important aspect of retail design, it highlights the products and makes your experience through the store more enjoyable as you can clearly visualize what the store has to offer and how objects may look in your own home. There aren’t many stores that are designed to showcase natural lighting, many use artificial or LED for feature displays. When asked what stores come to mind that demonstrate good use of light it was mixed responsive, Barker & Stonehouse was the most popular response. Other responses include IKEA, Apple, Urban Outfitters. The Apple store is known from being minimalistic with benches covering the store to showcases the upcoming technology.

Customers believe that a major impact on the interior design of a retail store is the lighting, 88.24% agreed that ambient lighting is importance and must affect retailers should use to create something that defines that brand. As the name implies, ambient lighting provides the general ambience and main source of uniform illumination in the space. Light is generally cast over a wider area by pendants and downlight fittings positioned in the ceiling. This is the most common component of a lighting scheme. Studies have shown that lighting not only brightens the general store environment but makes a person feel more comfortable and productive in a working environment. Darker environments are not portrayed as inviting to a customer and tend to make the inhabitants slow down and feel less productive. Brighter environments that reflect natural light and properly lit areas are described as inviting and captivating creating a more pleasant experience. The variance in light levels guides the customer eyes through the store and differentiates specific areas.

Apple store, Brussels- showcases nature within the store and flooded with nautural light (Makemac.com, 2018)

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The survey revealed that all participants agreed upon the main benefits of biophilic design listed, the most popular response was to add colour and increasing mood, adding colour to urban area adds more life and brightness as many shops and urban areas are grey and blend into the scenery. Think of a store as a canvas and adding flowers and trees creates a more interesting picture. Many retailers use minimalistic design and colour schemes, this method allows the store to be highlighted with hints of colour from various plants. Increasing the mood of customers and employers is beneficial for your health and well-being as well as working in an environment you enjoy. Being in a positive mind set makes shopping more enjoyable as trialling through numerous shops on a busy day can be seen as daunting. As a business, you want your customers to be happy when experiencing your brand, the simple things of adding plants reduces fatigue. This will be the trend of the upcoming future as nature is a huge part of our planet it needs to be integrated within design built environments for the survival of retail shopping as many competitors shop online. There is a need for an experiential experience within shopping to contrast from online as many customers think it is an easier option, if things don’t change who’s to say that the majority of shops with turn to online only.

This response backs up research data from other studies to show the benefits of biophilic design and people are aware of the outcomes. 100% of participants agreed that having natural light and foliage boosts the mood, productivity and satisfaction of customers and employees. To further this 100% agreed that the growing trend in bringing a sensory experience to retail will make shopping more enjoyable. Creating a sensory experience is the next step for many retailers as with technology changing there are so many possibilities and a need to keep customers interested.

Sensory touch factors give you the opportunity to experience the brand and the merchandise they produce, when designing a retail space, it is important to understand sensory stimulation in a human environment as biophilia triggers all our senses. “A concept of branding that stimulates and enhances consumers imagination and perception, creating emotional ties between the brand and consumer” Lindstrom.M (2005) this states our senses stimulate the memorable experiences to a store. Retail stores need to have an experience for the consumer to create a sensory experience as I believe this is the future of retailers as inserting vegetation into the space links to the idea of hybrid spaces. By having these hybrids store you can go shopping, create a space to socialise and relax in peaceful nature atmosphere.

When you think of retail shopping centres many of them are designed with seating and sculpture features as you journey through the complex. Adding greenery and fake or real foliage gives a calming atmosphere you can relax in as sometimes shopping can be a hectic experience. Water is another method of creating a calming atmosphere, the sound and fall of the water is tranquillising and can give as sense of being somewhere more exotic and nature bound, it’s a paradise away from reality for a few moments. 52.94% said they would like to see water features displayed around retail store/ shopping centres, it’s a psychological effect that you feel calmer when closer to nature. However, there are limitations to retail stores adding more biophilia as results show that only 52.94% stated that this aesthetic would enhance their decision whether to purchase from the store. The aesthetic can make the products displayed appear more luxurious and appealing compared to regular shelving displays.

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Biophilia can change the acoustics within a room as the leaves and plants muffle sound creating a more private space to interactive and engage in. Research has shown that interior plants can help reduce background noise levels as certain plants are particularly good at absorbing high frequencies. Plants absorb, refract or reflect sound best in acoustically live spaces with hard surfaces. When talking to the public about biophilic design it shows that people spend more time shopping in retail spaces with indoor planting compared to those that don’t have them. Indoor plants can be used as a method to differentiate areas of your space, the use of indoor plants highlights focal points of interest such as food courts, seating areas and making attractive use of an empty space.

(Pinterest, 2018)

One of the main factors of the survey was to find what we as customers want to see retailers doing in the aid of biophilic design. Designers need to think about how people will use and move around the store as well as making it visually aesthetic. 64.71% of people said they would like to see the use of natural materials, examples are using different timbers to reflect being in a forest. These materials can give off earthy scents and essences related to the environment. Using a range of different foliage’s can give sweet aromas triggering your senses, 52.94% responded to the pro use of natural essences, entering a store and the first thing you notice is the scent of flowers can entice you to spend a longer time shopping when you are enjoying the experience. These results back up the benefits of biophilia within retail as the benefits to sustainability and the environment also have an impact of the stores sales and profits.

(Pinterest, 2018)

In addition to implementing nature and greenery into a store the plant species need to be aesthetically attractive and sweet smelling, however some stores may want to take into consideration that many people suffer from hay fever. You want all customers to have the best possible sensory and personal experience whilst shopping; flowers could hinder this outcome as the pollen could be too high. Think about using a range of greenery plants and closed pollen flowers as these plants will not trigger the allergies as much. Closed pollen flowers are more manageable for a store as you wouldn’t need to worry about the pollen rubbing onto the products in the store. Artificial plants and foliage are perfect for someone with hay fever to still feel connected to nature as well feeling in a floral environment. You can add natural scents to the artificial plants to mimic sweet and fresh meadow essences. Artificial plants are furthermore low maintenance and cost effective as you don’t need to water or worry about your displays withering.

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COLOUR IMPORTANCE

Colour importance in the interior design can make or break a space. Colour can be divided into two categories: warm and cool tones. Warm tones like red, orange and yellow can energise a space and its occupants. Cool tones such as blue, green and purple create quiet and relaxing atmospheres. This colour psychology backs up the feeling you get when biophilia is added to a space, the greenery creates calming hues as it links directly to nature. It can enhance emotions and reduce negative energy within a space.

Dr. Stephen Kellert, Professor of Social Ecology and Senior Research Scholar at the Yale University School of Forestry and Environmental Studies, and author of the book Biophilic Design, comments:“The biophilic application of color should favor muted “earth” tones characteristic of soil, rock, and plants. The use of bright colors should be cautiously applied, emphasising hues found in appealing environmental forms, such as flowers, sunsets, rainbows, and certain plants and animals.”

Green is a prime colour of the world therefore it makes sense for humans to be drawn to the colour that covers the majority of the planet. Greenery is an important aspect of earth as everything within the design industry now has a focus on sustainability for the environment. The urban ecosystems describe the study of humans and nature in cities and the relationship between human and nature. The momentum of green building has been the catalyst for designers to explore innovative ideas and concepts of biophilia. The aim of biophilic design is to inject natural components into our everyday living, working and leisurely environments.

LIGHTING IMPORTANCEWhite light plays a powerful role in retail design; the colour of light can identify different feelings as cool white light makes a space feel more spacious. It has been found that warm white light will make customers feel safer and more comfortable as they can clearly see everything displayed in the store, leaving them to spend more time there. Everything is designed in consideration to get a customer to spend the most amount of time within their store to boost sales. There are different types of lighting, accent lighting usually seen on low shelves draw less attention than those in immediate eye contact. Using accent lighting in the correct manner can increase prominence of products. For a more dramatic effect integrated lighting could improve the appearance of the merchandise displayed on all the shelves. The choice of lights depends on the desired effect you as a brand want to achieve as you want to create a memorable atmosphere. LED lighting are an energy efficient choice for a retailer as they consume less energy lowering your costs. Upgrading to a new lighting strategy could improve your business when implemented properly.

“Lighting has a direct influence on our mood, with 80% of the sensory information the brain receives coming from our eyes. Lighting highlights architectural elements, product qualities and creates virtual spaces - impacting how we feel, what we think of a product, and ultimately the choice of whether to purchase or not”Mihaly Bartha, Head of Lighting at GPStudio (Designcurial.com, 2018).

Types of lighting in retail design

Ambient lighting in retail design is the main lighting ensuring customers have enough general lighting to feel comfortable in the store.

Task lighting is a more focused technique in retail, it is used in areas of a store where more light is needed to perform certain tasks for instance changing rooms or checkout areas.

Accent lighting is technique used to emphasise a certain display or area within a store, to attract a customer’s eye.

Decorative lighting, is mainly to add to the look and feel of the store with a deco-rative fixture.

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ConclusionUltimately, biophilic design is about restoring our connection directly to nature than it is about adopting a new methodology for designing a built environment. With the current success of implementing biophilia into urban environments this boosts development for further research on what is the next step for sustainable design. As humans, we urge a connect with nature and daylight, as being secluded indoors for a long period of time is not beneficial for one’s welfare. With the research demonstrated throughout this research portfolio it shows that biophilia in retail design is becoming a growing trend within the industry. Many retailers want to increase customers experience by making shopping an enjoyable sensory experience by adding features of vegetation, a range of lighting levels and water features. Biophilic design is overall beneficial for everyone as its enhances a person’s mood and productivity. The survey results clarify that customers want to see more natural materials and element within retail spaces, it makes the brand memorable and aesthetically pleasing. Lighting levels need to be took into consideration when designing for a retail space as there are set regulations for the brightness of the lux. Some retailers ignore this to create ambient atmospheres which is all good until the purpose of showcasing the merchandise becomes difficult of the consumer to see clearly. Biophilic design has had a huge impact on urbanisation and interior design, with technology always developing who is to predict what is in store for biophilic design in the future as they are countless possibilities to merge nature in the design world. With the technology advancing and many retailers turning to online methods, for the development and saving shopping experiences biophilic design is a must. Many retailers are heading towards a greener business, marks and spencer’s demonstrates a sustainability plan A scheme to help improve the environment and standard of living. However, we are aware that although biophilia has proven many benefits towards helping the environment there this a few limitations towards maintenance and cost effective. The benefits outstandingly overrule the limitations, maintaining living walls create habitats for wildlife and a sufficient way to save energy, these little things help to sustain greenery on the planet.

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Biophilia allows us to create different atmospheres within a room mimicking the appearance of the outdoors. As a designer we take inspiration from our surroundings, nature is a key source by the colour and textured forms we can manipulate to create a space. The urbanisations of the planet shows a ‘biophilic connection’ as many buildings not just retail design rely on biophilic and living walls to increase the attraction of a space. Living walls are becoming a popular method of sustainability and energy efficiency, Barker and Stonehouse demonstrates the first living wall within the North East, this has since triggered future development from other businesses to turn green within the northern region. This shows that is biophilic design has a positive effect on the public spaces as more companies are looking to change their approach to benefiting the environment. As consumers we need to look after the environment we live in, retailers show appreciation for nature by using natural and recycled materials to form interior elements. By adding these elements of textures, colours and scents, the research shows that this is the way forward to create a growing sensory experience. Sensory retail experiences are the way forward in physical shopping experiences and implementing nature only enhances its benefits.

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BIBLIOGRAPHY

Anon, (2017). [online] Available at: http://paramountinteriors.com/blog/biophilic-design-designing-with-human-nature-in-m [Accessed 11 Dec. 2017]

ArchDaily. (2017). Gallery of Facts Emporia / Wingårdh Arkitektkontor - 16. [online] Available at: https://www.archdaily.com/386107/facts-emporia-wingardhs/51b6a8acb3fc4b2a3e0000a7_emporia-wing-rdhs_2012-12-14_emporia_foto_tord-rikard_s-derstr-m_mgl0635-jpg/ [Accessed 11 Dec. 2017]

Barkerandstonehouse.co.uk. (2017). Barker and Stonehouse. [online] Available at: https://www.barkerandstonehouse.co.uk/about-us/ [Accessed 11 Dec. 2017]

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