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chinalightingexpo,China Lighting Expo – 25-27 April, 2013 /China (Beijing) International Lighting Exhibition (China Lighting Expo) is the first lighting design and engineering-themed international exhibition, jointly organized by China Illuminating Engineering Society (CIES) and Adsale Exhibition Services Ltd. Beijing, being the country capital and where many large-scale projects are located, is the hub of architectural and lighting design industry in China. / China Lighting Expo will stage theme halls including: Brand Hall, LED/OLED Lighting, Technical & Decorative Lighting, Lighting Control Systems and Lighting Design. Target Exhibits include : Electrical Light / LED and OLED Lighting /Decorative Lighting/Technical Lighting/Lighting Control/ Accessories and Electronic Component/Lighting Engineering/Lighting Design/Lighting Management/Testing and Certification/Association and Media/ Target Visitors: Government Sourcing Office/Road and Highways Construction/Public Transport/Real Estate Developer, Architect/Landscape Designer, Interior Designers Lighting Designer/Construction Contractor/Energy Specialists, Property Management/Wholesalers, Distributors/ Chain Store, Department Store, Shopping Mall / Hotel, Restaurant, Recreation Facility / About organizers : Founded in 1987, China Illuminating Engineering Society is the official lighting industry association in China. CIES joined the Commission Internationale De L’Eclairage (CIE ) in the name of China National Commission on Illumination , the sole organization representing China in CIE./ Adsale is one of the leading organizers of international trade fairs in China and Vietnam for over 30 years. It has been organizing renowned and large-scale exhibitions in Beijing, Shanghai, Guangzhou, Qingdao, Yiwu and Dongguan. Industries involved include plastics and rubber, electrical power, woodworking, information and communication technologies, textile, shoe, automotive and auto parts, etc.
「Lightž‧Design‧žJu」Visual Merchandising Seminar
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What is visual merchandising?

Visual merchandising is a display technique to create visual impact, creating the store environment, highlighting products and establishing brand image, which stimulates customers spending. Visual merchandising is not merely the positioning of racks, lighting plays an important role as well. Brightness, color and even the angle of lighting affect the customer's senses. Because of this flexibility and deep effects of lighting design, it is becoming more important in the visual merchandising industry.


「Light Design Ju」Visual Merchandising Seminar

「Light Design Ju」 aims to promote lighting design usage and awareness in china. As such, it has invited space designers and lighting designers to host the visual merchandising seminar for brand managers, visual merchandisers, space designers and store owners on the small changes that can create big business.

【Date】11/21/2013
【Time】13:30-16:00
【Venue】Trends Lounge
【Address】L214, 2/F, The Place, 9 Guanghua Road, Chaoyang District, Beijing

【Target Audiences】
Store owner | Brand manager | Visual merchandiser | Commercial space design or industrial professionals

【Host】
Mr. Wei He
Lecturer, School of Architecture, Central Academy of Fine Arts/Executive Editor, PLD (China) Magazine


【Speakers】

Mr. Claudio Colucci
CEO&Creative Director, Claudio Colucci Design

MS. Marine Bois
Senior Designer, LISPACE

Mr. Zhuang Miao
Senior Designer, LISPACE

Mr.Yudong Wang
Design Director of Koop Lighting


【Content】
1. Visual Merchandising skills
2. Lighting & products / Colour matching of shops
3. How to make use of lighting to create a theme atmosphere?
4. Product application skills
5. Q & A session
6. Visit tour



Visual Merchandising Tips:
Q: How do you start to design the first plan once the concept store is approved by the client?
A:We first draw a zoning plan according to:
1) the space and surrounding area, (street or department stores)
2) the VMD from the street to the cash counter
3) the best flow
4) the sales strategy
The combination of 1+2+3+4 is the key success of the shop operation and sustainability of a brand.

Q: How to provide a high visibility impact to the customers and how to keep this high impact all along the year?
A: A: Designing a catch eye point area, for example a window on the facade or a island window in the shop. The window is the "face" of your brand and you have to keep it alive following the trends and your brand strategy in other words you need to highlight the windows trough the story of your brand by each seasons (even more if possible, events, etc...)

The "windows" could also take place in the shop trough small area (like a niche with movable elements) or display tools and the flow of the shop should be design as an experience and not only as a sale channel. The experience should be "evolutive" so don't show everything at once, but create some "confidential" area, some hidden spots.

You have to consider the shop as a tool to display and sale the product but also as a tool to communicate the brand strategy, the DNA of your brand in a great and flexible space.



Provided by:

Claudio Colucci Design
Translated by:

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