The right light can mean the difference between a grand entryway feeling dazzling or just meh, between a ballroom feeling elegant or plain, between a pub feeling cozy versus small and uninviting. We have looked at some of the ways light can impact our mood and health, in this post we explore how light shapes our experience in a space, and how that impacts hospitality lighting design.
Success in the hospitality industry depends on more than providing a basic service. Hotels, restaurants, cafes, bars need to deliver an experience that leaves customers wanting to return—and wanting to recommend the establishment to their friends, family, or co-workers. Looking at what shapes our experience in hospitality and lighting design, three primary aspects come into play:
mood
sensory
functional
Mood is probably what we most readily associate with experience. A hotel may want guests to feel tranquility, relaxation, and well-being with natural light by day, and soft lighting at night. Or they may want to go for an edgy, more rock ‘n roll vibe by incorporating a bright pop of color, creating a sense of daring and excitement. A hotel or restaurant going for a grander feel might incorporate uplighting to make the space feel taller, creating a sense of luxury and elegance for guests. Or a cozy bistro might use focused light on individual tables to create a feeling of intimacy for small parties. All these elements come together to underscore the character of an establishment and help shape the consumer experience.
We wrote in an earlier post about our work at the Renaissance Chicago Downtown Hotel, where we designed a lighting scheme to highlight photography pieces and other works of art that evoke Chicago’s architectural and artistic tradition, as well as backlighting to help underscore new design features throughout the hotel. The goal was to direct the eye and make the lobby feel like a chic destination, not just a space to pass through. Lighting was used to create a vibe.
When it comes to the sensory side of our experience, lighting design can stimulate the senses to enhance a space. Techniques such as wallwashing and wall grazing can change how we perceive the texture of a wall. The former creates a more even application that gives a wall a smooth appearance, whereas the closer proximity of the light source to the wall in a wall grazing approach makes the texture much more visible. Lighting impacts senses beyond just sight, however, and has important implications for productivity, concentration, safety, and comfort.
Another key aspect of the sensory experience is to counterbalance to any negative effects of a lighting scheme. An article from The Independent on how architecture uses lighting to influence mood asks, “What use are stunning aesthetics if a person inside is stifled by heat from a badly placed window?” The task of a lighting designer in creating a positive experience is more than just enhancing what we see. It also involves avoiding glare, heat, or other effects that can detract from our experience in a space. This sensory aspect also serves as a bridge between mood and function.
Finally, let’s look at the role of lighting as relates to the functional end of the hospitality experience. Major trends in the hospitality over the past few years focus on integrating technology to improve the ease of controls, particularly relating to lighting. Smart controls for guests and/or staff help an establishment improve reduce energy consumption, demonstrating a commitment to sustainability—an important component of the experience sought by many consumers, particularly the coveted millennial demographic. The COVID-19 pandemic has accelerated interest in contactless controls in order to keep guests safe. In designing a lighting strategy for a hotel room, functionality is key when determining where to locate light sources and controls, making sure they are both strategically placed around a room to maximize convenience.
Another key functional aspect of the hospitality experience is ensuring visitors can move through a space smoothly. Lighting design can play an important role by providing a sense of unification, helping direct visitors locations like elevators, the front desk, or restrooms, making these services more immediately identifiable. Convenience and avoiding frustration make up a critical part of building a good experience for clients
Architectural lighting design is a vital player when it comes to creating a lasting impression in the hospitality industry. The key areas the American Institute of Architects recommends architects pay particular attention to when designing a space include “promoting social connectedness, ease of movement, and sensory stimulation.” As we have seen, lighting plays an important role in all three.
At CharterSills, we believe that when lighting is designed correctly, it can add dimension to the simplest of spaces. Lighting can turn an ordinary space into a work of art. Whatever design challenges clients present, CharterSills responds with a solution that exceeds their expectations. Contact us today at (312) 759-5909 or by email at info@chartersills.com.