Презентация компании MK Illumination, представленная в ходе UREC Innovation Conference 2013 (12.09.2013)

1. The power of light
in Emotional Branding
for Shopping CentersAnita Stampfl, MK Illumination

2. 2
Short Introduction
Anita Stampfl – Director Communications & Business Development
Anita originally started out her career in the financial sector in New York.
Since returning to Europe, Anita has worked for German fashion label
Rena Lange and retail outlet developer and operator Value Retail.
In 2008 Anita joined conceptual festive lighting company MK Illumination –
predominantly in the Retail Real Estate Industry.
Anita is also a Member of the ICSC European Marketing Conference
Planning Committee and Jury member for CEE & SEE awards.

3. 3
About MK Illumination
A global company with local presence ensures lokal know-how.
Since 1996 MK Illumination has been setting the industry benchmark
for the creation of festive and decorative lighting. MK Illumination is
represented in 26 countries.

4. 4
About MK Illumination
Workflow
Start
Local knowledge
Materials
Brainstorming
turning on the lights
Designer at
work
technical- &
Installation
planning
installation
dismantling / Storage /
maintenance
Transport & Logistics
Consultancy
Manufactory
Service Design Manufacturing

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Marketing has undergone
a sea change in the past decade.
• Advancements in social media and online communications have created
a marketing environment that taps into emotions, transcends and
entertainment
• Emotional Branding guru Marc Gobé believes the way through this maze
is to address the customer’s emotional needs.
• Sensory perception, enhanced by the way we use light will play an
increasingly important role.

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Emotional branding
• Directly relates to customers’ long-term loyalty.
• Is about tapping into sensory perceptions and can positively affect the
mood of the consumer.

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The same applies to light
Brightness, shadow, color and contrast all influence the atmosphere
of a given space, a fact acknowledged by the legendary designer
Le Corbusier in 1922.

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Architects recognize that lighting goes beyond
improving the visual and can also affect the way
emotional messages are conveyed.

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The eye is the most important sensory organ.

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The impact of Light
Lighting can also contribute to the expressiveness of a building or open
public space and a designer can use targeted light to trigger certain
emotional states, including influencing purchasing behavior.

11. 11 © by MK IlluminationTrinity Walk, UK

12. 12 © by MK IlluminationLeuven, Belgium

13. 13 © by MK IlluminationEmporia, Sweden

14. 14 © by MK IlluminationAbensberg, Germany

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The impact of Light
The emotional value of entertainment in
marketing has proven to be both a long-term
image building factor as well as directly at the
point of action. Experiences increase awareness,
increase the average length of stay in a location
and immediately act to boost sales.”
Christian Mikunda
“

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Well designed festive lighting play a powerful role
in increasing the footfall in cities, leisure areas as
well as shopping centers.
Sensitive, well-planned lighting can help emotionally bond consumers,
ensure they experience a feeling of wellbeing and encourage them to
stay longer.

17. “Design disappears with turning off the light.
Light is captivating, adds volume and
stimulates our senses.”
Christian Mikunda

18. MK Illumination Handels GmbH
Trientlgasse 70, A-6020 Innsbruck
Tel. +43/512/20 24 30 · Fax +43/512/20 24 33
info@mk-illumination.com · www.mk-illumination.com
The copyright and intellectual property of this presentation remains with MK Illumination.