Interior designers, whether they’re focused on retail or architectural applications, are well versed with the importance of adding graphics to an environment.

Usually serving multiple purposes - from advertising to wayfinding, the use of imagery and visual effects continues to develop, with new technology changing the landscape of engagement.

Here’s an example.

For example, in 2016 we saw the Dalziel & Pow-designed Missguided store integrate a full height dynamic screen as visitors enter the store, with the ability to constantly update the messages on display.​


Now, while designers may have the vertical plane covered, horizontal displays (i.e. the ceiling!) are about to provide the next level in brand experience.

To provide some context, back in 2007 Joan Meyers-Levy and Rui (Juliet) Zhu published a research paper titled the “Psychological impact of ceiling height in retail spaces”.

They found that:

  • Customers experienced a greater sense of freedom

  • Customers processed information in a more ‘integrated’ way, meaning they focused less on individual features and more on products as a whole

  • Customers were more successful at recalling products they’d seen

Now, while designers would like to create the best experience possible for visitors, not all of them have the flexibility of IKEA superstores!

Which left creatives with limited options.

Until now.

Over the last 18 months, interior designers have collaborated with our technical team in a bid to create engaging environments that don’t necessarily have endless amounts of space available to them.

How can interior designers manufacture a sense of freedom, if they don’t have the space available?

We’ve developed a solution that helps address this problem.

A great example was our collaboration with Cornershop Design, who had been tasked with creating a new space for Businesswise Solutions.

Kinetik Businesswise

Situated in a space that provided the function an energy procurement and management business needed, the team were looking to create an experience. A central part of that design was a Kinetik lightbox spanning the entire length of the area (14m), psychologically taking visitors beyond the office environment they were in.

With reconfigurable graphics, during the day there could be rolling clouds, whilst at night (and as seen at the launch party) a celestial palette grabbed the attention of visitors.

Mitsubishi’s first voyage brought the outdoors in.


When you think of purchasing a car, you’ll immediately be transported to a bright, airy showroom, that although may be full of salesmen, is a far cry from being surrounded by three walls in a typical shop.

However, while people often have to make a concerted effort to visit a car showroom, Mitsubishi’s plan was to bring their latest cars to the masses.

intu Lakeside was chosen as the prime position for Mitsubishi’s first foray into retail, with Dalziel & Pow challenged to design an environment customers would respond to.

A key challenge was that while people research which car to buy, they usually get to see it in its natural habitat - outside! Which meant D&P turned to Kinetik to bring the outdoors in.

Four animated lightboxes were integrated into the ceiling of the store, each synchronised and programmed to display rolling clouds above the cars.

As you can see, the effect is stunning.

We’ve been working with retailer and architects for over 20 years, advocating the importance of light.

For interior spaces, lighting is vital in both its application i.e. its flexibility and ability to adapt, and the environment it creates.

With a team of experts based in both our Manchester & London offices, we’re perfectly placed to help you with the challenges faced in creating engaging retail environments.

Get in touch with our team today to discuss how we can help.