Title: Can real time data be used as an effective input for lighting control to influence human behaviour in a physical space against the backdrop ...
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Title: Can real time data be used as an effective input for lighting control to influence human behaviour in a physical space against the backdrop of the global shift toward an experience economy? Author: Siobhan Lawson Tutor: Tapio Rosenius Course code: AF270X Examiner: Dr. Ute Besenecker Degree project in Architecture Second Cycle, 15 Credits Stockholm, Sweden 2021 KTH Royal institute of Technology School of Architecture and the built environment TRITA TRITA-ABE-MBT-21139
Can real time data be used as an effective input for lighting control to influence
human behaviour in a physical space against the backdrop of the global shift
toward an experience economy?
ABSTRACT
The use of real time data as an input for lighting control is an light does influence behaviour in the context of attention,
emerging element for designers to implement into lighting movement and emotion. Analysis of case studies and
schemes but does it add any value or have the ability to technological enablers indicate in-space sensors to be a
influence human behaviour? The recent development valuable source of data which can be used effectively to
in technological capabilities, the demand within the trigger light scenes that respond instantly, with relevance
emerging experience economy and the hybridisation of to occupants inhabiting the built environment. Trend
digital and physical realms make this a current and relevant reports and industry luminaries forecast strong predictions
investigation. This study aims to understand the relationship for the merging of physical and digital worlds as a means
between light and behaviour and the potential of real time of providing memorable and meaningful experiences for
data to enhance it by initiating and curating lighting effect retail consumers. It is recommended that lighting designers
in a physical space. In this context, the experience economy educate themselves in preparation for the inevitable growing
describes the business model of providing meaningful and demand for such experiences.
memorable experiences to customers as a core feature
of a product or service while real time data describes the
harvesting of information as it happens.
Through reviewing literature and interviewing professionals
in the field of both light and data the results conclude that
p2
CONTENTS
Abstract 2
Sustainability Statement 4
Limitations 4
Methodology 5
Background 6
Demand 7
Light & Behaviour 8
Attention 8
Qualities of Light 10
Movement 11
Emotion 12
Technology 12
Light shapes environment 14
Data Sources 15
Case Studies 16
Design Domains 18
Benefits of real time data 19
Control 21
Retail 21
Mall 21
Group behaviour 22
Experience economy 23
Phygital 23
Retail Case studies 24
Conclusion 27
Reference List 28
Table of Figures 31
p3
SUSTAINABILITY
This thesis will make a positive contribution to the ninth
sustainability goal of fostering innovation, developing a
better understanding of how to integrate effective designs
with emerging technologies.
LIMITATIONS
Moral discussions regarding the use, ownership and storage
of digital data are extremely relevant in relation to this topic,
however, due to the complexity and vast quantity of factors
and stakeholders involved, these considerations have been
omitted from this thesis, the focus is on what is possible,
investigating the technological and theoretical.
Specific qualities of light effect as means of influencing
behaviour or as potential interpretations of data are not
explored in this thesis, any reference to light effect is used
as indicative and hypothetical. In the context of this thesis,
any screens, projections or signage are considered as
architectural light sources and any graphical representation
that may be present are not considered for interpretation of
their meaning.
p4
“From a sociologists point of view, the best kind of light is the most responsive
light, light that can be changed, that can be adapted to all circumstances.....that
would be a perfect light”1
METHOD of the experience economy and its relationship to the built
environment.
Literature provided the theoretical background on the
relationship between light and behaviour, Lou Michel’s ‘The INTERVIEWS
shape of Space’2 was a key text in understanding focal accents Structured interviews were carried out with professionals
while ‘How emotions are made’3 provided an understanding whose work involves either light, data or marketing, this
of the mechanics of emotion and ‘Nudge’4 highlighted provided valuable subjective insight into how real time
designers’ ability to influence behaviours. Web content data is understood and managed in their profession and if
on the internet provided an up to date understanding of relevant, how it relates to lighting control. For those that
current technologies while Calm Technology5 provided had experience of working with a lit environment, questions
considerations on how designers might improve the such as ‘Do designers typically maximise the abilities of the
outcome for humans when designing digital products. Case technology’ were asked, alongside their opinion on ‘the
studies provided insight into the level of current adoption value of using data to curate a space’. For those not working
along with any realised behavioural impact and a consider with light, questions were asked around the typical rules for
context. Speculation of probable trends was discovered by working with large data sets and the cyclic nature of curating
combining research from consumer industry reports with digital content. A second set of interviews were carried out
interviews from professionals in the fields of light, data and specific to the retail setting in order to assess the value and
marketing. Articles about and discussions with pioneers in potential of these technologies to different stakeholders.
the field of phygital spaces such as Tapio Rosenus and Tim These were carried out over zoom, email, telephone or in
Kobe provided valuable understanding of the core principles person & either recorded or notes taken.
1. Light Collective, The Perfect Light Trailer (Light Collective, 2017) 2. Lou Michel, Light: The Shape of Space: Designing with Space and
Light (New York, NY: Wiley, 1996). 3. Lisa Feldman Barrett, How Emotions Are Made: The Secret Life of the Brain, Paperback edition
(London: PAN Books, 2018). 4. Richard H Thaler and Cass R Sunstein, eds., Nudge: Improving Decisions about Health, Wealth, and
Happiness (New Haven: Yale University Press, 2008). 5. Amber Case, Calm Technology: Principles and Patterns for Non-Intrusive Design,
First Edition (Beijing: O’Reilly, 2015).
p5
“The border between the tactile and digital world will be blurred, the difference
between ‘real’ and ‘fake’ has become irrelevant. We will filter our realities, even
more so than we do today.”6
BACKGROUND
Real Time Data is a term that describes the gathering of live
information, as it happens. It is the process of recording
quantifiable details about the current state of things,
places, people or systems. For example, one could gather
data on the current weather in Tokyo, the heart rate of a
person, or the failure of an alarm system. The vast quantity
of data available, the approaches available for analysis
and subsequent applications can be overwhelming for
those new to the field. This thesis attempts to present an
accessible overview for designers considering implementing
the method in an architectural lighting application.
6. Studio Lonk, ‘Shifting Filters for a 2030 Home’, Design Portfolio, 2019, https://studiolonk.nl/en/project/filter-family.
p6
DEMAND
Digital platforms are able to offer a high level of
personalisation, responsiveness and interaction as users have
their own exclusive portal via screens and personal devices.
Physical spaces can now incorporate digitally controlled lit
elements as part of their architectural surfaces, creating
an additional layer that enriches the user experience. This
hybridisation of digital and physical is known as phygital.
Augmented and mixed realities typically depend on the
use of users’ personal devices with screens where they can
view and sometimes interact with a digital element which is
overlaid in the physical world.
This thesis investigates the use of digitally controlled light
within a built environment that uses physical surfaces to
emit or reflect light sources. This type of lighting supports
the experience economy, an emerging business model
where consumers value a brand experience and ultimately a
memory, rather than solely physical goods or services.7 This
is a particularly relevant trend within retail which shall be
discussed in the retail chapter.
Fig. 1 Table displaying a shift in collective values
Michiel Schwarz8 proposes that there is a global shift in
collective values, from modernist to sustainist, to which
design should respond to and provide for. As illustrated in Fig. 1, there is more demand for experience and connection
to others with less value on acquiring disposable goods.
7. B. Joseph Pine and James H. Gilmore, The Experience Economy, Updated ed (Boston, Mass: Harvard Business Review Press, 2011).
8. Michiel Schwarz and Joost Elffers, eds., Sustainism Is the New Modernism: A Cultural Manifesto for the Sustainist Era (New York, NY:
D.A.P, 2010).
p7
LIGHT AND BEHAVIOUR been caught. Changes in movement
Designers can influence the behaviours people make, Thaler patterns can be used to advance a person’s attention from
describes people in this position as choice architects.9 This one area of a display to another.”11 To achieve an ever-
study looks at how light can impact behaviour in the form of changing light effect, resulting in movement in the visual
attention, movement and emotion. field, without repetition would take
an impractical amount of time for a
ATTENTION human to program. However, the use
of a data source with unpredictable
Lou Michel describes a hierarchy values such as a natural element
of focal accents that can be used like ‘number of birds in the sky
as a reference to structure design over a given area’ is a highly
decisions upon in Fig 2. Second effective method of incorporating
to the presence of other people, a random element into a lighting
which is largely uncontrollable by a design scheme. In an interview with
designer, movement is key to attract Anton12 an experienced lighting
visual attention. “When movement programmer, he argues that there is
is combined with high illumination, great value in using a live data input
it is an exceptionally powerful as a sophisticated randomiser.
attraction for the eye. Flashing
or moving lights will virtually
guarantee the eyes and head turn in
their direction.”10 While fast-moving
or flashing light can be distracting
and uncomfortable, “slow complex
movements hold the viewer’s
concentration once attention has
Fig. 2 Heirarchy of focal accents
9. Richard H Thaler and Cass R Sunstein, eds., Nudge: Improving Decisions about Health, Wealth, and Happiness (New Haven: Yale
University Press, 2008). 10. Lou Michel, Light: The Shape of Space: Designing with Space and Light (New York, NY: Wiley, 1996). 11. Peter
Tregenza and David Loe, The Design of Lighting, 1st ed (London ; New York: E & FN Spon, 1998). 12. Anton Sjöstrand, Thesis Primary
Research, Zoom Call, April 2021.
p8
Environmental cues can alert occupants that
their attention is required. It is common for
verbal audio announcements to be used in public
spaces, but people rarely take notice of them.
Fig. 3 shows a roller rink in the UK that uses
amber coloured light to indicate when the
attention of participants is required, for example,
to change direction, or end the session. This was
initially devised as a method of alerting hearing
impaired participants, however, its effectiveness
was universal for capturing the attention of all
skaters.
Amy Joslin a digital educational content creator
explains that entertainment and interaction are
incredibly important tools to captivate a child’s
attention long enough to deliver the educational
message13. These tools can be translated to the
physical environment by the use of sensors that
enable a responsive and subsequently, engaging
lit environment.
Fig. 3 Roller rink using amber light to alert customers of announcements. Visual
contrast between usual light scene (top) and alert scene (bottom)
13. Amy Joslin, Thesis Primary Research, In Person, March 2021.
p9
QUALITIES OF LIGHT
There are many words used to define
the visual qualities of light effects, any
of which may be outcomes in response
to a lighting control system. Jan Ehed’s 7
factors of light14 illustrates sixteen points
of reference for describing architectural
lighting along a scale of opposing qualities.
This tool is most useful to describe a
static quality of light in a single moment,
although it is the changes between
moments that capture the attention of
the visual system and subsequently our Fig. 4 7 factors of light
cognitive processing and decision making. Dr. Barrett explains
that our perception of the world is a constructed reality in quantitative methods were the most useful for assessment.16
which we compare similarities and differences between Some methods included a luminance timelapse, luminance
past lived experience to our current sensory inputs.15 This readings, written diary and sketches. The need for further
supports the argument for the necessity to have a changing description and categorisation of light beyond static moments
visual environment to engage people cognitively. In the is expressed in the thesis Light Beyond Illumination17 where
context of attention, the changes between moments of a dynamic visual variables are described in the table in Fig 5.
lit effect are more important than the quality of light itself. The changes between light scenes are essential for attention
and very relevant to data driven lighting control.
A study on methods for recording change in perceived light
quality concluded that a combination of both qualitative and
14. Jan Ehed, Diana Joels, ‘VP Theory & Exercise’, (November 2020). 15. Lisa Feldman Barrett, How Emotions Are Made: The Secret Life
of the Brain, Paperback edition (London: PAN Books, 2018). 16. Siobhan Lawson, ‘Methods for Analysing the Changing Luminance and
Distribution Conditions across a Working Day for a Home Learning Environment.’, Academic (Stockholm: KTH, December 2020). 17.
Yasaman Mavvaj, ‘Light Beyond Illumination’ (Delft, 2018).
p10Variable Description
Moment The changing of graphical elements
Duration The duration a graphical element is visible during an animation
Frequency The occurance of graphical elements
Order The sequence of animation frames
Rate of Change A combined metric that includes the scale of change between frames and its duration
Syncronisation The relationshp between two or more elements within a scene
Fig. 5 Dynamic visual variables
MOVEMENT
The ability to significantly change the visual character of a
space using light offers its occupants to experience it with
curiosity, even if they have occupied it many times before.
“The lighting of certain features of the built environment
prompt people’s movement patterns”18. Michel proposes
that light can be used to entice people to move toward a
particular element through design. Humans, like most plants
and animals, have a biological response to move toward
light, this can be described as phototropism.
18. Lou Michel, Light: The Shape of Space: Designing with Space and Light (New York, NY: Wiley, 1996).
p11EMOTION Humans have an innate desire to explore and engage with
their surroundings.21 This Brightgreen study explains there
“The limbic brain is responsible for all of our feelings such must be a balance of familiarity and complexity in the
as trust and loyalty. It is also responsible for all human design of a space for humans to both engage with and feel
behaviour and all our decision making, but it has no capacity safe in an environment. Complexity generates novelty which
for language”19 leads to higher involvement, yet too much is perceived as
chaotic. Similarly, there is a need for a level of familiarity to
As Sinek points out, humans make decisions based on feelings, form a coherent understanding of the core elements of an
rather than the literal understanding of factual information. environment, yet too much familiarity is perceived as dull.
While the absorption of quantifiable information plays They believe the key to creating a stimulating environment
a role in influencing emotion, more abstract cues of an is through the use of non-uniform, directional lighting.
environment such as atmosphere arguably play a stronger
role, and subsequently influence behaviour. As such, light
can be used to influence the subconscious interpretation of TECHNOLOGY
a space and nudge people toward desired behaviours. The integration of real time data within lighting control has
been made possible due to a range of factors, such as; the
It is commonplace for the marketing industry to use advancements of technologies, the low cost of producing
emotional manipulation as a tool to help sell goods and sensors, deregulation of surveillance laws and consumer
services. Zane Tubb comments that his marketing agency demand for richer physical experiences. The covid-19
uses red and black colours to trigger feelings of concern lockdowns created an increase in demand for digital
when advertising mortgage products, cueing an emotional technologies and as a result, the collective acceptance of
trigger with the visual field. One study suggests that light their integration into daily life has accelerated as
is an effective tool to create atmosphere, which is linked to MCkinsey Digital comments “this year we vaulted 5 years
brand loyalty and perception.20 forward in digital adoption in a matter of around 8 weeks.”22
19. Simon Sinek, Start with Why: How Great Leaders Inspire Everyone to Take Action (London: Portfolio Penguin, 2019). 20. Katelijn Quartier,
Jan Vanrie, and Koenraad Van Cleempoel, ‘As Real as It Gets: What Role Does Lighting Have on Consumer’s Perception of Atmosphere,
Emotions and Behaviour?’, Journal of Environmental Psychology 39 (September 2014): 32–39, doi:10.1016/j.jenvp.2014.04.005. 21.
‘Evoking Positive Emotions through Lighting Design’ (Brightgreen, August 2015). 22. McKinsey Digital, ‘The COVID-19 Recovery Will Be
Digital: A Plan for the First 90 Days’, May 2020, https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-covid-
19-recovery-will-be-digital-a-plan-for-the-first-90-days.
p12There are several key developments in technology that chips are very small and affordable, as figure 6 illustrates
enable lighting to be controlled in real time, in response to they can be applied to monitor human skin.
live data. Mesh networks permit devices such as light fixtures
to connect to each other as nodes in a non hierarchical Edge computing describes a localised system of data
manner, rather than a traditional setup where all fixtures transfer, for example, if information from a motion sensor
connect to one centralised hub. This means that if a hub has has to travel a short geographical distance to initiate a light
a fault, or one light has a fault, the whole system will remain to turn on, it can do so more quickly than if the data had
operational as the mesh network provides a connected to travel across the world and back. A delay in response is
system of support and allows data communication to travel referred to as latency.
in multiple directions.
Artificial intelligence has an important role to play in lighting
The IoT (Internet of things) describes compatible devices, control, two relevant types of AI are natural language
such as light fixtures and sensors that can communicate processing and machine learning. The accuracy of Natural
wirelessly to one another, across the internet. It is possible Language Processing improves as more data on human
for any device or surface to become part of the IoT as sensor speech is acquired by these systems. This technology enables
voice activated commands to work more successfully
like vocally requesting a light to be turned on. A further
convenience in lighting control for the user that omits the
cognitive load of having to consider their lit environment
is machine learning. Machine learning technology makes
predictions based on acquired data - for example, a machine
learning system could automate the increase in brightness
of an under counter light strip when it detects its occupant
is preparing food, based on a pattern of the user requesting
this command each time they began chopping earlier that
week.
Fig. 6 Single use adhesive sensor applied to skin, monitoring
Products like the Xovis PC2S sensor utilise the technologies
moisture levels outlined above, and are used to monitor footfall within
p13a space. With an understanding of footfall, light scenes system in place that can translate it into a light effect. The
could be automated to create an atmosphere to better suit POET control system by Skandal Technologies23 focuses
the needs of a dense or sparse crowd. The Edge, a smart solely on data driven control of built environments. Any
workplace building in the Netherlands has integrated data source can be fed into the system where a designer can
sensors into half of its light fixtures to monitor movement, program the parameters for the intended visual light effect.
light & temperature. This enables the building to reduce Systems like this allow spaces to become responsive to the
energy consumption by coordinating artificial lighting levels people using them and self adjusting over time as Aman Jha
with both the movement of its occupants and any natural explains;
“Having more data will turn the focus
of design onto the people that occupy
the building rather than the building
itself”24
LIGHT SHAPES ENVIRONMENT
“lighting as an atmospheric element is an especially
interesting tool because it can in principle be quite easily
manipulated, while at the same time its impact on the
Fig. 7 This sensor tile can be used to harvest data on a range of environment is, in relative terms, potentially quite high.”
values simultaneously (Quartier)
daylight contribution.
In order to make use of data harvested, there must be a Artificial lighting can be programmed to change its quality of
effect in an instant, there is no other method of responding
23. Skandal Technologies, ‘POET Software’, Company page, April 2021, https://www.skandal.tech/. 24. Aman Kumar Jha, ‘Artificial
Intelligence and Machine Learning Application for LED Lighting’, 2020, doi:10.13140/RG.2.2.30762.64963/2. 25. Katelijn Quartier,
Jan Vanrie, and Koenraad Van Cleempoel, ‘As Real as It Gets: What Role Does Lighting Have on Consumer’s Perception of Atmosphere,
Emotions and Behaviour?’, Journal of Environmental Psychology 39 (September 2014): 32–39, doi:10.1016/j.jenvp.2014.04.005.
p14so quickly within an interior visual scene. Along with its Suzanne Beith, Data scientist, highlighted the importance of
ability to make rapid changes, it leaves no material trace having clear and specific intentions before approaching any
when changing between scenes, doesn’t require manual data set.27
labour, to make these changes such as painting a wall would
and doesn’t require additional resources, such as paint and
brushes. These factors make lighting an economical, fast
and sustainable method for changing the atmosphere of a
space.
DATA SOURCES
Any quantifiable state can be represented as a data set and
made use of for lighting control, possibilities are limited
only by imagination. Data is only useful when applied in a
thoroughly considered manner as is described in the Nordic
Digital Promise “the greatest value will be produced by
the ability to transform data into actionable insights and
get feedback on the success of actions.”26 Data commonly
collected by sensors within the built environment include
gaze, circulation, light levels, temperature, air quality, footfall
and occupancy. In addition to data gathered from sensors
in a building, decentralised sites such as Streamr allow the
purchase of data sets from across the world ranging from
cryptocurrency performance, to pollution levels in multiple
countries. Nature is a source of unpredictable values such
as wind speed and temperature which are always in flux.
26. ‘The Nordic Digital Promise: Four Theses on a Hyperconnected Society’ (Finland: Demos Helsinki, 2018). 27. Suzanne Beith, Thesis
Primary Research, Zoom Call, April 2021.
p15CASE STUDIES
Research of temporary and permanent projects utilising real time data to inform lighting effect revealed four distinct categories.
The most common outcome in terms of impact on behaviour was largely decorational. Three case studies are evaluated in terms
of data set, light effect and behaviour.
Brand Experience: this category of projects immerse users in Visualising Information: Here light is used to communicate
an environment that communicates the essence of their brand, information to the viewer and attain their attention, either
not only by providing something to look at, but an atmosphere directly in the form of a screen, or abstractly via sculpture.
where users move through, many with a responsive element.
Fig. 10 Collection of projects visualising information
Fig. 8 Collection of projects representing Brand Experience
Art and Placemaking: The use of colourful, dynamic,
Brand Values: Values of a company or brand were responsive light can be found in public spaces where
communicated using largely abstract data through light, considerations for the timing of dawn and dusk have
resulting in highly decorational outcomes. Companies been integrated along with motion sensors to respond to
wishing to express their technologically advanced status passersby. This category of projects supports the night time
were keen adopters of this type of installation, often situated economy, contributes to the culture and pride of a city,
in workplace entrance foyers. entertains citizens and communicates a building’s function.
Fig. 9 Collection of projects representing Brand Values
Fig. 11 Collection of projects reflecting Art & placemaking
p16CASE STUDIES
Image
Fig. 12 Variegation index Fig. 13 Fire & ice Fig. 14 NH Collection Hotel
Details Jason Bruges Fire & Ice NH Collection Hotel
Variegation Index Cinimod Studio Lighting Design Collective
London 2019 Southampton, UK 2017 Madrid 2015
Data Set Levels of chlorophyll Screen graphics respond to Pace and flow of pedestrians and vehicles
present in leaves of plants participant’s gestures. along with biomimicry algorithms and hotel
in foyer. operator’s manual input.
Light Effect Segments turn off and Composition of the video screen Movement is created through dimming an
on providing a visual creates movement with two effect that wraps around an exterior facade.
translation of plants contrasting colours in response to A warm gradient effect without repetition.
photosynthesis activity. participants’ gestures in real time. Simple graphics including basic text are also
available.
Behaviour Abstract connection to Bodily movement is required to Continual change in light effect creates visual
living species within foyer. activate the experience, participants complexity, attracting attention. Welcomes
The ability to see what are able to engage with and influence guests upon arrival.
is not there, digitising their environment. In addition,
natural phenomena. passersby’s attention is captured
p17DESIGN DOMAINS of stress, which could then initiate a more calming light
scene. Personal alerts that are ordinarily sent to mobile
Context and intention are key factors to define before any devices could make use of ambient lighting integrated into
decisions or assumptions can be made about what data to architectural surfaces to communicate important messages
utilise and relevant lighting effects to integrate into a design. in a non invasive way. For example, a wall wash with a fading
Below are some examples of applications within common pulse could communicate that a taxi is about to arrive, or
design contexts. a green colour to indicate that the washing machine is
complete. This ambient communication can be described
Office: Real time data can be used in office environments as a low friction system “those that bring us data and
to improve energy efficiency and the wellbeing of its increased capacity in a non-annoying way.”31 Decisions on
occupants.28 Buildings that have adopted these technologies hierarchies and defaults can be set for families and people
can be described as smart buildings. Occupancy sensors living together, in instances where there is more than one
can be used to monitor and coordinate people’s presence person present in a room.
with artificial lighting and heating systems. By constantly
responding to data from the environment, occupants can Hospitality: The ability to automatically initiate a change
inhabit more comfortable spaces with optimum light levels in the character of a hospitality environment, remotely,
and temperature as the control system reacts directly and based on data harvested from within the space allows
instantly. Ambient communication29 can be integrated to the atmosphere of each visit to be relevant to the people
inform people of relevant information in a non intrusive experiencing it. In particular, lighting control could connect
manner, for example, the waiting time in the lunch canteen with the booking system to reflect a corporate client’s
or availability of meeting rooms could be indicated through branding or assist with networking events by creating
the use of light effect, eg colour, intensity or pattern.30 an atmosphere that encourages people to mingle when
that type of activity is detected. Hospitality environments
Residential: Personal data and interests can inform the need their spaces to be flexible to accommodate multiple
curation of the visual scene in a residential environment functions within the same room, for example in a hotel, a hall
as it is commonly a person’s most private space. One’s may accommodate breakfast in the morning, a conference
own biometric data could be used to predict the presence in the afternoon and a wedding reception in the evening,
28. Andrew Waring, Thesis Primary Research, Video Call, April 2021. 29. Skandal Technologies, ‘Ambient Communication’, Company
page, April 2021, https://www.skandal.tech/. 30. Tapio Rosenius, Thesis Primary Research, Email Correspondence, May 2021. 31.
Amber Case, Calm Technology: Principles and Patterns for Non-Intrusive Design, First Edition (Beijing: O’Reilly, 2015).
p18the ability to create an appropriate mood for each through
light is an asset to both the hotel management and guest.
Stadiums: The ability to influence the flow of crowds at
busy event spaces permits for a safer and more enjoyable
experience for the individuals within the crowd. Event
organisers benefit from having produced a more successful
event and the existing infrastructure of the building can
be used in a more efficient way32. As Michel describes,
humans intuitively move toward focal points with relatively
high levels of illumination33, using this knowledge as a tool
to prompt people to move in a desired direction in direct
response to live footfall data could reduce the density of
crowds entering or exiting large scale events, reducing Fig 15. An ever evolving feedback cycle, light scenes that
bottleneck effects, queues and attendee frustration. In adapt and grow with its users
addition, a change in effect of integrated architectural lights
There are common benefits of using real time data to
could be used to indicate that an interval is almost over, to
provide automated lighting control across different contexts
prompt people to return to their seats.
of the built environment, examples are described below:
BENEFITS • The ability to provide continuous iterations to a space,
with an ongoing relationship between the control
“The promise of the Internet of Things (IoT) is a fallacy if it
program, environment and occupants as shown in Fig.
is unconnected to helping people solve problems. It’s not
15. This is in contrast to traditional architectural practice
just a fun thing you can run in your house—it must provide
where the relationship between designer and space
a use”34
ends once the building is complete.
• By using light integrated into architectural surfaces to
32. Tapio Rosenius, Thesis Primary Research, Email Correspondence, May 2021. 33. Lou Michel, Light: The Shape of Space: Designing
with Space and Light (New York, NY: Wiley, 1996). 34. Amber Case, Calm Technology: Principles and Patterns for Non-Intrusive Design,
First Edition (Beijing: O’Reilly, 2015).
p19communicate digital alerts, the need for frequent checking conditions, for example, initiating day or night scenes
of mobile devices is mitigated. For example checking the or manually turning a light on when entering a room,
status of a taxi arrival could be communicated through reduces the cognitive load of the user.
light observed in peripheral vision when it is nearby. If
many alerts were communicated in this way, there could • Sustainability. This method of programming light
be a reduction in compulsive behaviour toward device offers great flexibility to meet the needs of its users,
checking.35 “The new means of ambient communication it is possible to completely change lighting effects and
would let us feel intuitively what’s happening in the thus, the atmosphere of a space without requiring the
digital domain, with no more need to constantly check, replacement of hardware. This would be most beneficial
swipe and tap the gadgets we wear and carry.”36 for designs where the occupant will remain in the space
for a longer duration to offset the initial set up cost.
• Simona Totaforti argues there is value to human
wellbeing through incorporating “patterns and processes • The management of hardware maintenance and system
of nature in the forms and functions of the built space”37 functionality is simplified through the use of a digital twin,
Continually changing patterns in nature, such as wind where real time reporting allows immediate action to be
speed, or movements such as the flight path of a bird can taken against any faults, reducing management costs
be captured and used as an input to generate changes in and providing a more consistent level of performance
light effect in a built space. Connecting viewers with an for the occupant.
abstracted essence of natural elements.
• Numerous studies in visual ergonomics correlate that
• The increase in energy efficiency and subsequent cost humans put up with poor lighting conditions before
savings by using light only when it is needed through the taking any action to rectify it, resulting in visual strain
use of sensors benefits both building operators and the and in the workplace, poor posture. The automation
environment. of lighting control would negate the requirement of a
human to notice poor lighting and muster the intention
• By increasing the automation of routine changes in light to change it. For example, sensors that monitor the
level of illuminance at a task area from both daylight
35. Aubrey Marcus, ‘The New Human Operating Manual with Dr. Andrew Huberman’, n.d., accessed 12 April 2021. 36. ‘The Nordic
Digital Promise: Four Theses on a Hyperconnected Society’ (Finland: Demos Helsinki, 2018). 37. Simona Totaforti, ‘Emerging Biophilic
Urbanism: The Value of the Human–Nature Relationship in the Urban Space’, Sustainability 12, no. 13 (July 2020): 5487, doi:10.3390/
su12135487.
p20& artificial light can automatically adjust the artificial “The biggest trend will be for retail
light level to provide optimal illumination for the task at
hand. 38 experiences that are emotion driven.” 41
MANUAL CONTROL RETAIL: SHOPPING MALL
By automating the characteristics of one’s environment, the A mall is a public space in which people of vast ranges
ability for personal control is reduced. According to one study, of age and demographics come together to partake in
given the ability to make choices to alter the correlated colour the recreational activity of shopping.42 As a space where
temperature (CCT) and intensity of light at a workspace, people choose to spend time, shopping malls must provide
task performance was reduced.39 Despite personal control attractive and engaging environments to generate footfall
being a desirable attribute of a personal environment, for and secure retail tenants. It is common for malls in the UK to
instance, the availability of manually controlled task lighting, offer reduced rates for leisure businesses and commission
the presence of it adds to the cognitive load of occupants. In events to attract consumers with the aim that visitors will
these situations, an automated control system could provide “come more often and stay longer”43. Among consumers,
a responsive lit environment without the requirement to there will be a wide variety of tastes and preferences for
engage a user’s decision making process. Humans accept atmosphere and light quality, yet it is common for malls to
lack of lighting control in many contexts and our visual be bright uniform spaces with high illuminance offering little
system is well equipped to adapt. Dav Bernard comments variation between visits. These spaces hold great potential
that “A child does not expect to switch their own light on or to better serve brands, mall owners and consumers alike,
off, neither do customers in a nightclub, nor do they have through the use of real time, responsive lighting control. The
the desire to. They expect their environment to be curated integration of which is fueled by demand from consumers for
for them.”40 more engaging and memorable experiences, this emerging
market is described as the experience economy.
38. Hillevi Hemphälä, ‘Vision: Flicker, Glare & Ergonomics’ (November 2020). 39. Jennifer A. Veitch and Guy R. Newsham, ‘EXERCISED
CONTROL, LIGHTING CHOICES, AND ENERGY USE: AN OFFICE SIMULATION EXPERIMENT’, Journal of Environmental Psychology 20,
no. 3 (September 2000): 219–237, doi:10.1006/jevp.1999.0169. 40. Dava Bernard, Thesis Primary Research, In Person, April 2021.
41. Andrea Robinett, ‘Store Design’, A1 Retail, May 2021. 42. Statista.com, ‘Shopping as a Free Time Activity UK’, 2018, https://www.
statista.com/statistics/557544/shopping-by-age-uk-england/. 43. Intu, ‘Intu Linkedin Profile Page’, accessed 15 May 2021, https://www.
linkedin.com/company/intu-properties-plc/.
p21A mall scenario was identified as the most suitable context what might be best for you to do or think.”47. With this in
for this design solution due to: mind, if lighting can influence the behaviour of a portion of
• The quantity and diversity of people occupying the space a group, it is probable that the rest of a crowd of people
and frequency of their visits44 would follow those behaviours.
• The ability to provide an attractive environment for
consumers is essential for the business model of the In the context of a Mall, light scenes could be curated for
mall. different customer groups in advance which are activated
• The permanence of a mall compared to a store offsets when a majority of customer types are detected as being
the financial costs of installation and permits the present. For example, when elderly groups are detected,
programming, users and building to grow together over light levels could increase to improve visibility or when the
time. mall is populated by teens, a more dynamic colour changing
atmosphere could be initiated to captivate their attention.
These two lit scenes could be activated simultaneously in
GROUP BEHAVIOUR specific regions of the mall to attract a particular type of
Ambient communication using light is most effective when customer, to a particular area of the mall.
applied to large groups45, as can be found in shopping malls.
In this setting individuals behave similarly to one another Managing a crowd of shoppers as a whole could prove
and ‘follow the crowd’, so the scope for influence through especially useful during periods of collective stress, such
ambient communication is far greater than in situations as festive or sale shopping periods. By monitoring footfall,
frequented by fewer people. The ability of humans to queue length and temperature as indicators to predict
influence the emotion and thus, behaviour of those around collective stressful experience, light could be used to provide
them is described by Dr. Barrett as collective intentionality.46 a focal highlight on the dining areas, to disperse the crowds
This view is supported by Thaler 47 who describes humans as and prompt shoppers to relax in the hospitality facilities.
very receptive to social influence, by either statements or
deeds: “If many people do something or think something,
their actions and their thoughts convey information about
44. Tom Whittington, ‘Consumer Insights 2017’, Real Estate (UK: Savills, May 2021), https://www.savills.co.uk/research_
articles/229130/218117-0. 45. Anton Sjöstrand, Thesis Primary Research, Zoom Call, April 2021. 46. Lisa Feldman Barrett, How Emotions
Are Made: The Secret Life of the Brain, Paperback edition (London: PAN Books, 2018). 47. Richard H Thaler and Cass R Sunstein, eds.,
Nudge: Improving Decisions about Health, Wealth, and Happiness (New Haven: Yale University Press, 2008). 48. Richard H Thaler
and Cass R Sunstein, eds., Nudge: Improving Decisions about Health, Wealth, and Happiness (New Haven: Yale University Press, 2008).
p22EXPERIENCE ECONOMY with each visit would add value to the customer experience
As touched on earlier in the thesis, there is a shift in demand while reducing production costs associated with traditional
within retail for consumption of memorable experiences entertainment. User generated content and partnerships
that evoke emotion and meaning. Tim Kobe describes this with local community events could ensure the mall was
kind of impact as the human outcomes49 of a product or relevant to the local area, as consumer values move away
service and believes they should be clearly defined, holding from global homogenisation.
the key to providing value for its customers. A retail outlet
is no longer solely a place to make a purchase, Storefront PHYGITAL
describes a “shift from the transactional to the theatrical. In order to provide meaningful experiences to customers,
With the brands that can expand being those more in sync early adopters within the retail sector have embraced
with their digital capabilities, stores will no longer be about technologically innovative solutions that integrate aspects
selling products but about experience.”50 this is echoed by of the online customer journey into their physical stores,
Greenroom describing the common thread of experience this hybridisation can be described as Phygital. Tim Kobe
across their projects: “Connecting through holistic multi- explains that younger generations (Gen Z) who have grown
sensory design, each project varies in sector and size, up with the internet do not differentiate between physical
audience and output, but with the same collective ambition; and virtual spaces, they are almost indistinguishable, he
to shape every moment of the human experience to cultivate describes this as a ‘mono-channel’ mindset.52 He suggests
genuine relationships and give the competitive edge in an that the key for business success going forward is not to
increasingly challenging environment.”51 Greenroom approach the two realms as separate, but create a holistic
experience that utilises the strengths of both channels.
Malls make an effort to entertain their visitors by hiring in
performers, running activities and themed promotions, all A consumer’s online experience is personalised as they
of which consume resources and incur a cost in the form are permitted to click, navigate and gain instant feedback
of planning, designing, installation and use of materials. A from their choices. While responsiveness in the physical
lighting system that is able to respond to visitors to a mall in environment can not be individualised to the same degree,
real time, offering a relevant visual experience that differs a statistical analysis of customer type could initiate changes
49. Tim Kobe and Roger Lehman, Return on Experience, a Conversation With the Authors (Eight Inc), accessed 18 May 2021, https://
eightinc.medium.com/from-omni-channel-to-mono-channel-10662b4f7974. 50. Nicholas Moore, ‘Eight Retail Trends to Look out
for in 2021’, Industry News, January 2021, (https://www.thestorefront.com/mag/retail-trends-2021/),. 51. Oliver Roddy, ‘Five New
Consumer Shifts That Will Last beyond 2021’, Marketing Report (Green Room, March 2021). 52. Tim Kobe, ‘From Omni-Channel
to “Mono-Channel”’, Design Portfolio, accessed 18 May 2021, https://eightinc.medium.com/from-omni-channel-to-mono-channel-
10662b4f7974.
p23Fig. 16 Random Studio: Research and development concept for retail changing room
in the environment to suit a defined preference for that realised project by GreenRoom.
group. Zane Tubb a digital marketer, described a project
which responds to the data stored in people’s mobile digital
devices at bus stops to offer targeted advertising. These RETAIL CASE STUDIES
adverts are targeted toward a category of person, known Random Studio
as a pixel, rather than a specific individual.53 Similarly, the
This immersive experience using projections and coloured
detection of groups or pixels of people could be used to lighting on multiple surfaces uses light to create mood
initiate a lighting scene. through the use of colour, varying scenes and suggests
an aspirational location for customers trying on fashion
Both case studies following respond to users in real time garments. As garments are selected, the visual scene
to enhance their experience in the space. The first is a responds.
proposed application from Random studio, the second is a
53. Zane Tubb, Thesis Primary Research, Email Correspondence, April 2021.
p24Fig. 17 Random Studio: Research and development concept for retail changing room
The scenes depicted in this hypothetical changing room on social media, driving more interest among similar
assist a consumer to visualise clothing in different settings demographics. The use of dynamically changing, coloured
- the use of displayed natural environments may also foster lighting is not typical of a retail dressing room.
positive emotions and encourage a purchase. Each item of
clothing could be linked to its associated environment.
The use of projection, screens & theatrical light permits a
change in atmosphere for the customer in this hypothetical
changing room proposed by Random Studio54. The ability to
instantly change the environment engages the consumer &
would encourage organic self promotion of the experience
54. Random Studio, ‘Internal R&D’, Social Media, April 2021, https://www.instagram.com/random_studio/?hl=en.
p25store was not generating much interest, accent lighting
could be introduced to draw people toward that element of
the store.56 The greater the contrast ratio of accent lighting
to its background, the more attention is given to the focal
object. 57
In an email interview with Oliver Roddy, a representative
at Green Room who designed the stores, he revealed; “If
you can’t measure it, you can’t improve it….As consumer
demands continue to snowball, client investment has to be
more and more accurate and as such, the importance of
analytics in all touchpoints increases.” Although Green Room
Fig. 18 Green Room Studio_ Mercedes Pop Up Store, UK 2015-18
is a marketing company and not a built environment design
firm, predicting that clients may find value in performance
Case Study: Mercedes pop up statistics for a lighting design scheme, is not irrational.
The experience of customers in this Mercedes pop up When asked if he thought there would be value in a system
store55 is tailored based on the behaviour of occupants, that could instantly respond to inhabitants of the store,
the designers of this store change the atmosphere of the rather than manual reprogramming as in the Mercedes case
physical space and use quantifiable data gathered to inform study he responded; “Developing a strategy which (goes
those decisions. one further and) does this real-time, in-store, could be an
incredibly powerful way of engaging customers and showing
The installation uses real time data in the form of occupant them that you truly understand them.”58
expression, circulation patterns and gaze to assess how
engaging the experience is, designers then manually
optimise the environment by making minor changes to
elements such as lighting. For example, if an area of the
55. Green Room, ‘Our Work’, accessed 15 April 2021, https://greenroomdesign.com/our-work/mercedes-benz-pop-up-and-placement-
programme/. 56. Katelijn Quartier, Jan Vanrie, and Koenraad Van Cleempoel, ‘As Real as It Gets: What Role Does Lighting Have on
Consumer’s Perception of Atmosphere, Emotions and Behaviour?’, Journal of Environmental Psychology 39 (September 2014): 32–39,
doi:10.1016/j.jenvp.2014.04.005. 57. Peter Tregenza and David Loe, The Design of Lighting, 1st ed (London ; New York: E & FN Spon,
1998). 58. Oliver Roddy, Thesis Primary Research, Email Correspondence, April 2021.
p26CONCLUSION The global shift to phygital spaces59 will increase the demand
for responsive, adaptive environments. The use of real time
From the research conducted on light and behaviour, it
data is an essential component to integrate within lighting
is clear that light is an effective tool to influence human
control to achieve this. The technology to do so is available,
behaviour in a physical space. Light has the ability to attract
designers must evolve and educate themselves now in
attention directly using focal accents and indirectly through
preparation to accommodate the global shift toward the
ambient communication where architecturally integrated
experience economy.
fixtures respond to a data input. Light has a wide ranging
scope of effects that can be described statically using the 7
factors of light, or across time using dynamic visual variables.
The connection between light and emotion was established
through association, atmosphere and the balance between
familiarity and complexity. The importance of emotion to
influence decision making behaviours was also established.
The case study examples revealed how light installations
directly influenced the movement of people through an
interactive experience in fire and ice and attracted attention
at the NH hotel.
Many benefits were discovered for using real time data as
an input for lighting control, for end users such as reducing
cognitive load and an increase in sensory experience, to
building operators through digital twin maintenance and
energy efficiency along with benefitting brands who are able
to communicate their values more clearly to customers and
show that they understand them.
59. Tapio Rosenius, Thesis Primary Research, Email Correspondence, May 2021.
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Suzanne Beith. Thesis Primary Research. Zoom Call, April
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Dava Bernard. Thesis Primary Research. In Person, April
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Amy Joslin. Thesis Primary Research. In Person, March 2021.
Anton Sjöstrand. Thesis Primary Research. Zoom Call, April
2021.
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