Night lighting and commercial value analysis of commercial buildings

Night lighting has been born since the birth of commercial activities, and it is closely related to business. For example, the store that has been used for hundreds of years has always been illuminated at night. The only difference is that the light source is constantly updated with the development of technology; for example, the lighting of the entrance of the shop, the lighting techniques and technology have changed, but the demand and The function is consistent.

Today, modern business operations have evolved from a retail model to an experience model, with nightscape lighting playing a more important role in business promotion. In the 24-hour society, most people are working during the day, and only have leisure and shopping time after work in the evening, and this is the working time of the business. In the commercial space, in terms of function, lighting usually plays the role of three levels. First, the customers in the distance are invited, and then the customer is led to find the business area needed, and finally the customer is accompanied to complete the consumption. In this process, lighting and light always accompany the customer, and its quality directly affects the customer's feelings and experience. It's hard to imagine what modern business would be like without lighting.

Second, the experience of commercial night lighting classification - commercial pedestrian street

Today, with the overwhelming use of information technology, e-commerce has affected most consumer groups. However, the network cannot fully satisfy the needs of people's feelings and cognition, so experiential business will soon enter a period of rapid development. Whether it's a once-infinitely beautiful pedestrian street or a modern commercial complex that has sprung up, the customer experience and customer needs have been placed first.

2.1. Commercial street in the traditional city center

Typical representatives are Beijing Wangfujing, Shanghai Nanjing Road, Guangzhou Shangxiajiu, and Chengdu Chunxi Road. They all have a history of hundreds of years. Even now, their experience characteristics are very unique, thus maintaining their inherent commercial status.

1. The traditional commercial street has a wide area of ​​influence, affecting the large customer base and occupying a large area.

2. Traditional commercial street has both commercial and cultural characteristics

3. Traditional commercial street night lighting is often closely related to urban planning

After a long period of cultural accumulation and prestige and popularity, the traditional commercial street has formed a certain solidification effect on commercial scale, business function and consumer sentiment, which is usually synchronized with the changes of the big era, and its update mainly comes from the city. Planning level. Similarly, the night lighting in these areas is also led by the government to unified planning and unified design and implementation. Night lighting effects and techniques are based on tradition and classics.

In the design of night lighting, we must consider the needs of commercial activities as well as the requirements of the city image. Night lighting design below the urban planning scale should respect the planning principle. Usually, night lighting will choose traditional and classic architectural floodlighting, and at the local node, some modern or fashionable lighting applications will be used to add some fun. For example, the night lighting of Wangfujing and Guangzhou Shangxiajiu is a large-scale use of architectural lighting. Nanjing has been using its ever-changing entertainment features to express its rich nightlife in some areas.

2.2. Emerging city complex

Emerging urban complexes are typical representatives of modern business. They have become the center of urban business activities and the center of people's lives. From the community centers in first-tier cities, to regional centers in second-tier cities, and to urban centers in three or four cities, urban complexes can be seen. For example, Wanda Plaza 3rd Generation Store, Shanghai Xintiandi, Beijing Sanlitun, Fangcao Qiaofu are typical representatives.

These urban complexes share some common characteristics:

1. The city's shopping and leisure center is mainly based on the mass consumption of residents in the area, and partially radiates the surrounding towns and communities.

2. The daily life of the customer group is closely related, not only the business center, but also the life center.

As can be seen from the table, the complex combines a large number of formats to meet most of the daily consumption needs, especially Wanda Plaza, with a strong brand and geographical coverage, which brings together almost all the business required for daily consumption, just like the slogan As said: "Wanda Plaza is the city center."

3. Architectural features that combine the characteristics of the times and localities.

4. Night lighting is an important part of commercial buildings. Good lighting should be able to attract customers at all scales in the distance, in the middle and in the near. However, the current level of commercial lighting in the industry is uneven, with high levels of disparity, some of them are extremely cool, and some have a lot of things.

Due to the differences in the design concepts of the complex project, the lighting effects of the night scenes are significantly different. In general, Wanda Plaza is a typical representative of the night from the overall to the details. Many Wanda Plazas under construction have reached the international first-class level and have generally achieved the application level of the media facade.