Week NINE ... The Engaging, The Inviting, and The "What the heck were you thinking?"

For my site specific blog, I visited the Block in Orange. Thinking I would be hard pressed to find things that spoke to me, I wandered the aisles shooting random "this could work" shots until, low and behold, they appeared; the "wow that's nice!" and the "what the heck?" visual and lighting elements I was looking for.

I found the overall atmosphere to be welcoming, friendly, calming, and very appealing. There was a generous feeling of activity and frenzy (obviously the holiday shopping season helped with that) combined with a sense of invitation to rest, take a load off, do some people watching, and enjoy the So Cal weather. I felt the designers wanted to establish an environment that inspired spontaneity while ensuring security and developing curiosity. Neon and bright store front signage invited passersby to come in for a look at interesting goods and services, while well lit landscape elements called out to shoppers to pause for  a moment, have a seat, and enjoy the view. The outdoor setting included occasional base lit palm trees that projected a clam and serene ambiance. It felt like a place where everyone wanted to be, and a great place to occupy a fun filled Saturday evening with friends or loved ones. The overall lighting design was extremely effective in creating energy, intrigue, and a sense of being in a widely desired place, and it drew me effortlessly in to the heart of the shopping mecca.

A business that I felt achieved successful lighting design was the "Finish Line" athletic store. In this design, I saw a wonderful example of what we often talk of in class; warm and cool living harmoniously. From the design, the overall theme of the store read "be inspired to reach sky high while you leap boundlessly through life!" It promoted energy, volume, and forward motion. The easy to read signage was dramatic and engaging. The light specials shooting upwards felt celebratory yet serene and the various shades of blue added depth and intrigue. Contrasted yet supported by the blue, the warm amber interior glowing peacefully underneath promoted an open space with a feeling of  invitation. The light drew me in as it highlighted a well organized, well kept, and non cluttered line of clothing and accessories. The window displays were lit from overhead with a slightly lighter and cleaner light that perfectly captured the colors and textures of the merchandise. I appreciated that neither the warm nor the cool were overpowering. They lived effortlessly and allowed me to breathe while I took it all in.

While looking for businesses with a less successful lighting scheme, I was overcome with the many choices. There was the perfume shop that was lit so stark and bright that I felt it might burn my retinas if I did not look away. There was the massage shop that sought to create a zen-type, peaceful, low lit atmosphere in the interior, yet had a giant neon sign in bright yellow and blue hanging over the doorway that screamed at me as I walked by (well not literally, but you get my drift haha).

But the clear winner in the "What the heck were you thinking?" design category, was an honor bestowed to the Holister store. The designer clearly tried to produce a trendy and hipster look, with a "you're missing out if you don't come in" and "this is where the cool people hang out" vibe. It wanted to invite me in by sparking my curiosity to explore the dark and unknown, but all it really did was invite me to look away and keep walking (well in this particular instance, stop and take pictures and begin thinking about all of the ways I can describe how bad it was). Ahhhh ... Where do I begin??? Firstly, it looked like a shop that had possibly gone out of business. It had NO exterior lights, was colored in dark paint with a trim of mustard yellow, had no architectural interest, and looked small and insignificant. Only when I passed precisely adjacent to the door and alcove/entrance could I see the poorly placed, poorly lit, and poorly calligraphed signage, and if any random passerby walked in my path, my ability to see the signage was completely obstructed. There was dim, flat light peeking through the small slits of windows, though the shutters at the top of the windows allowed even less light to pass through. The only light illuminating this store front came from neighboring business and the street lamps that lined the walkway. Secondly, it felt squatty and down pressing, like I may have to crouch down and crawl through the store (haha). The facade had no element of lift or elevation or sparked any interest whatsoever. The whole store front seemed like it wanted to hide. Thirdly, I could not make out any of the merchandise and had no idea what kind of goods were being sold. Definitely not an income producing approach in my opinion. During the time while I was here, not one person entered this store.

A side by side for your viewing pleasure ..... or displeasure

 

And there you have it .... My lighting design critique of The Block of Orange!