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Visual Merchandising by Tony Morgan

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Lighting

Paul Symes, the visual merchandising manager for London’s Fortnum & Mason, has always had an obsessive interest in lighting and technical wizardry. His tips for ensuring a window is well lit are:

Ensure all lighting fixtures are cleaned and working before dressing a window.

While adjusting lighting, a simple way to see if the beam is focused on the correct product is to wave your hand in front of the lamp and see where the shadow falls.

Use lamps of the correct beam widths.

Have a supply of spare lamps on hand.

Check the window lighting during the day and at night.

Be certain that the light beams are aimed into the windows—not facing out toward the public, thus blinding potential customers.

A detail from a Harvey Nichols scheme shows ...

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