From Fixtures to Feelings: Rethinking Retail Lighting as Experience Design

Lee Thompson, Business Development Manager for Fagerhult UK’s Retail Lighting Solutions team, brings hands-on experience from working with some of the world’s most forward-thinking retailers – both from his time on the shop floor and in his role at Fagerhult now. In this article, Lee explores some of the trends, challenges, and creative opportunities transforming retail lighting, and why the future lies in selling light as a service, not just a specification.

From Selling Products to Crafting Atmosphere

Traditionally, lighting in retail was about function. Fixtures were chosen for their ability to illuminate a space. They had to be bright enough to see, consistent enough to avoid shadows, and inexpensive enough to scale. But, as retail has transformed into a more immersive, experiential space, so too has lighting design. 

Lighting today is a narrative device. It sets tone, tells stories, and silently guides customers through environments. The right lighting doesn’t just highlight merchandise, it enhances mood, influences dwell time, and ultimately supports purchasing decisions. “Lighting is theatre,” explains Lee. “It’s about creating contrast, drama, mood, as well as doing justice to the products, the brand, and even the store’s architecture.”

This evolution requires a mindset shift, from selling fixtures to selling the value of light as an emotional and strategic tool. The industry needs to “reframe lighting as a service, not an item on a specification,” continues Lee. “In other words, it's not about what you install, it's about what you evoke.”

The Psychology of Light

Light affects us in powerful, often subconscious ways. Warm, soft lighting in fitting rooms can improve confidence. Bright, cool lighting around displays energises shoppers and draws attention. Accent lighting elevates premium products, enhancing their perceived value.

These subtle effects tap into our emotional and biological human responses. Lighting impacts circadian rhythms, influences emotional states, and contributes to how we remember experiences. “Research shows that customers spend more time and more money in well-lit, emotionally engaging spaces,” comments Lee. “In short, lighting isn’t just something that sits in the background, it’s a silent persuader.”

No Standards? No Problem: Embracing a Principles-Led Approach

Retail lighting remains a highly creative space, so - unlike commercial or industrial sectors, where performance guidelines are well established - retail lighting is often approached as bespoke. While this allows for creativity, it can also result in inconsistency and underperformance. This means retailers and designers must rely heavily on best practice, creative instinct, and close collaboration. 

As Lee points out: “When it comes to retail lighting, it's a bit like the Wild West. There are no real rules to it, which is one of the reasons I really enjoy it, and the creativity and innovation it allows for.” 

At Fagerhult, this approach is shaped by a “good, better, best” structure that considers general lighting to establish consistent ambient visibility, accent lighting to highlight products, displays, or materials, and decorative lighting to reinforce brand tone and enhance atmosphere. “It’s less about what you must do,” Lee notes, “and more about what you can do to improve the customer experience.” 

While the focus is often on design flair, the fundamentals still matter. Emergency lighting, for instance, is a legal and functional necessity. These systems must work flawlessly in crisis scenarios, providing a clear path to safety even when main power fails. Thoughtful integration of these elements ensures they don’t disrupt the aesthetic, but are always ready to perform.

And poor lighting, no matter how artistic in concept, can ruin a customer’s experience if it’s too harsh, too dim, or simply impractical.

Designed for Change: The Need for Flexibility

Retail is fast-moving. Stores may undergo multiple layout changes or brand campaigns within weeks. “I previously worked in a flagship London store for a leading sportswear organisation, and the shop floor could look different every few days,” Lee recalls from his retail background.

Lighting systems must keep up. It has to move with the brand, the product, and the ever-evolving retail environment. That’s why Fagerhult’s solutions are built for adaptability. In retail, using a combination of track and spot luminaries – such as the Streamer and Touch Mini G2 – offers many advantages:

• One power feed is needed for an entire track, meaning more cost-effective and quicker installation compared to units that require individual feeds
• Should the store wish to change the position of displays, moving a luminaire to illuminate those new displays is straightforward, as easy as unclipping and reclipping the spotlight
• Lights can be added or removed quickly and easily, on the existing track

Sustainability: From Obligation to Opportunity

Sustainability is no longer optional, it’s expected. Energy efficiency, responsible sourcing, and minimal environmental impact are now part of the baseline. But, retail presents a challenge. Many stores are completely refitted every 3–5 years, making circular design complex.

“It’s tricky,” Lee admits. “But sustainability can’t be an afterthought, especially when brands want to demonstrate values as well as style.”

Fagerhult is responding by embedding sustainable thinking into every stage of design:

• Using recycled materials and aluminium housings
• Optimising for long-lifespan LEDs
• Deploying sensor-controlled lighting to reduce energy use
• Designing modular fittings for reuse and reconfiguration

Even small improvements, like reducing energy loads or future-proofing components, can deliver long-term environmental and cost savings.

So, What’s Next? Smart, Sensory, and Story-Driven

Lee has noticed several trends which he believes are set to define the next chapter of retail lighting:

• Multi-sensory design is growing, with lighting integrated alongside sound, scent, and digital interaction to build fully immersive environments.
• AI-powered lighting controls are becoming more common, helping stores respond in real-time to environmental conditions, footfall, and time of day.
• In fitting rooms, we may start to see interactive concepts that allow customers to see how outfits look under different lighting, or explore options via mirror-integrated tools.
• Sustainability and storytelling are increasingly merging, with lighting choices used to communicate brand values, not just enhance performance.

Beyond the Fixture

In retail environments, it’s no longer enough to simply light a space, you have to light an experience. “The most successful brands aren’t just selling products, they’re staging emotional and memorable customer encounters,” continues Lee.

For designers, retailers, and lighting professionals, the opportunity involves moving beyond the fixture to embrace lighting as a dynamic, emotional, and essential design service.

To discuss how best to light your retail environment, please get in touch.