Design Concept of the Virtual Showroom for the Lighting Equipment Sale

In the 2020s, consumer behaviour in the field of lighting design and lighting systems evolved under the influence of various factors, such as technological innovations, changes in the economy, new socio-cultural tasks, and environmental requirements. Lighting design must not only respond to current challenges, but also anticipate future opportunities and threats, creating sustainable and competitive solutions. The outdated user scenario, which exists and is often used in the marketing of lighting systems, includes a list of lighting equipment limited by retail space, offered to the buyer in analogue format, leaving a huge layer of products sold outside the showroom. The market needs new human-centred design products, including interactive media forms of commerce. The article aims to uncover the potential of interdisciplinary experience in integrating the engineering approach of light and engineering and the artistic and aesthetic approach of multimedia design to solve new commercial problems. A scientific approach based on the achievements of circadian photobiology, the method of semantic differential and the theory of colour science allowed Environmental Design Department of Russian State Stroganov University of Design and Applied Arts (Stroganov University) to develop a conceptual design of a showroom for the sale of lighting in virtual reality (VR) format for the L1 Group company as the final project. The creation of a virtual (or virtual reality, VR) lighting showroom is designed to change the user experience in the field of sales of lighting equipment. The product introduces the customer to the concept of light as a form and a fundamental unit for creating a unique atmosphere, as well as captures the emotions that arise when viewing scenes with different lighting. From a business point of view, such a solution can optimize the budget, attract new customers, and improve communication between the seller and the client.