90 Experiencing Adaptive Retail Lighting in a Real-World Pilot H. Pihlajaniemi 1 , A. Luusua 1 , P. Markkanen 1 , A. Herneoja 1 & V. Pentikäinen 2 1 Oulu School of Architecture, University of Oulu, Oulu, Finland 2 VTT Technical Research Centre of Finland, Oulu, Finland Introduction In this paper, we present a qualitative exploration of customers’ experiences of adaptive retail lighting, reflecting on the evaluation results of three lighting schemes for the same retail space. Furthermore, we describe the innovative real-world research setting. Adaptive lighting (AL), which brightens and dims slowly according to the presence of customers, has been commonly implemented in retail spaces in order to reduce energy consumption. Optimally, lighting control for this purpose is normally designed so that the customers are not able to notice changes in light levels. However, lighting adaptations can also be intentionally designed to be noticeable and to influence customers’ shopping experience and behavior. The experience of light in retail spaces can be approached from several viewpoints. Lighting can be used to create an attractive atmosphere in retail environment, thus creating an experience that can positively influence customers’ mood and behavior (Quartier et al. 2008). Customers perceive the ambiance of the retail environment as less tense, and more lively and stimulating when the stores’ spatial lighting pattern contains contrasts and sparkle, a desired and pleasant form of glare, attributes as opposed to overall brightness. (Custers et al., 2010). Architectural lighting can also be used for brand communication (Schielke 2010). By applying dynamic lighting settings and different lighting scenarios, retailers are able to provide changing visual stimuli to revitalize and increase customers’ affect to the store (Parsons, 2011). Furthermore, dynamic changes in light provide strong attention catching stimuli. Even peripheral cues of dynamic changes of light attract our interest and make us examine the reason for the changes that are occurring (Reisinger, 2009). Our research aims to understand experiences of AL as part of the shopping experience. For the research, a temporary pilot installation of intelligent and AL was designed and built in an existing retail environment. The aim was to design, develop and test a system of AL which can attract customers to a certain store section and serve their visual needs while they browse the merchandise. In addition, lighting dynamics could be used to focus customers’ attention on certain products, and to lengthen the time they spend in the store browsing products. The pilot project had several development targets concerning the intelligent lighting control system, people tracking, as well as a design tool for AL. In this paper the focus is on the experience, thus results concerning development are not presented. Research setting, process and methods The research environment was a part of a ladies’ clothes section with a rather low ceiling height for a commercial space: only 2.4m. To create visual, illuminated focal points in the area, five mannequin figures were placed in front of white background boards. The existing luminaires for general lighting were changed to controllable LED luminaires with neutral white light (4000 K). New controllable target lighting in tracks, with a warm white tone (3000 K), were attached under the false ceiling. The white LED spotlights were directed towards mannequin figures and to garments hanging from the racks on the walls and on the floor. In addition, RGB spotlights were installed under the ceiling in strategic positions for colour effects, pointing towards the backgrounds of the standing mannequin figures and wall leaning torso figures. These luminaires were used to produce both warm