This document discusses how lighting can enhance brands. It provides examples of retail design projects where lighting helped translate brand identities and values to customers. Specifically, it discusses projects for Barbicant to showcase qualities like caring, trendy, and comfort through lighting. Another project for Barwa Bank used lighting to create a modern, luxurious environment to position the brand. The document emphasizes how lighting reinforces brand experiences and identities when integrated into the physical design. It encourages partnerships between design firms and lighting solution providers to develop consistent branding through innovative lighting designs.

1. “How quality lighting enhances
your brand?”
Marco De Carli
Marketing Startegy Director, CREA INTERNATIONAL
Andrea Borsetto
Design Director CREA INTERNATIONAL
Sven Rotgers
General Manager Retail Lighting, GE LIGHTING EMEA
Tuesday, 17th April 10:00 AM & 3:00 PM

2. a journey into brand lightingscape
marco de carli | marketing and strategy director
andrea borsetto | design director
Frankfurt 17th April 2012
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

3. crea international
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

4. who we are (speakers) a multidisciplinary approach to create innovation retail spaces
STRATEGY Marco de Carli
marketing and strategy director
INNOVATION
DESIGN Andrea Borsetto
design director
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

5. project development steps
during these core phases we meet and work with
furniture and lighting solution provider looking to new
future lighting trend
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

6. FOOD
THE LIGHT
IMPORTANCE
to translate and A JOURNEY INTO
enhance BRAND
the brand identity and
core values,
LIGHTINGSCAPE BANK
the customer
experience and
the design impact
FASHION
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

7. Example #1 BARBICAN:
THE LIGHTING PRODUCT TELL A STORY
CARING
TRENDY
COMFORTABLE
QUALITY
DETAILS
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

8. Example #1 BARBICAN:
THE LIGHTING PRODUCT TELL A STORY
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

9. all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

10. Example #2 BARWA BANK:
A BRAND DESIGN EXPERIENCE THROUGH DESIGN AND LIGHTING
scope : “the future has a bank”
concept store that will be the icon
of the brand
. the store feeling will
. be modern and trendy but rooted
. have a boutique environment
. transfer a perception of luxury fashion brand
. be based on retail approach
. the store will provide a
comfortable and welcoming environment
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

11. Example #2 BARWA BANK:
A BRAND DESIGN EXPERIENCE THROUGH DESIGN AND LIGHTING
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

12. all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

13. Example #3 UNITED NUDE
FROM VISUAL PRODUCT DISPLAY TO CUSTOMER ENGAGEMENT
DESIGN SYTLE
INNOVATION MODERN
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

14. Example #3 UNITED NUDE
FROM VISUAL PRODUCT DISPLAY TO CUSTOMER ENGAGEMENT
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

15. Example #3 UNITED NUDE
FROM VISUAL PRODUCT DISPLAY TO CUSTOMER ENGAGEMENT
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

16. IMPORTANT NOTES
in order to create a positive and innovative environment
lighting can create the path for the design shape within a
perfect integration
cost saving and eco-sustainability
the lighting can develop values through experience design
find innovative lighting solution through strong partership
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited

17. which benefit we can provide together
reinforce ideation
positive feeling
enhance
innovation integration
BRAND LIGHTINSCAPE
key benefits through PhysicalBrandDesign projects
working with a solution partner like GE can develop and suggest a
consistent branding and innovation space design project
where this kind of approach works on
brand identity product visual experience
tone of voice communication display
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited
visual environmental branding

18. thank you..
marco de carli | marketing and strategy director
andrea borsetto | design director
all concepts and designs are property of crea international. every unauthorized copying, use, publishing, distribution or reproduction is prohibited