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Orientation signs for customers


How light projections in retail promote the shopping experience.

Do you know the story: a clever burglar hides his captured jewels inside an orange. Where should he now hide the orange so that the police won't find his loot? Of course, he deposits the precious fruit in a large box full of oranges!

This anecdote makes us aware of a problem faced by anyone who needs to communicate information in public space: There is a visual and acoustic overload of stimuli. Customers or visitors filter this flood of stimuli and information and experience their environment only selectively. Every notice board, banner or display - they often elude our perception and remain hidden, like the orange among the oranges.

Light projection is a medium which, in its reduced design and thanks to its unusual nature, increasingly comes into the focus of perception, as current studies have shown. Floors are particularly suitable as projection surfaces, as customers choose their way over them, typically with a shopping trolley in food retailing. Projected information is often consciously perceived by those who orient themselves. The projected images are actively interrupted and altered by the shadows cast by passers-by.

Important information for customers and visitors relates to orientation in the building, such as the way to special offers or to the checkout. It conveys security, independence and relieves employees who are approached by customers in order to find goals in the building. The simplicity of an analogue light projection with a static motif can clearly score points as a solution prior to the use of a digital projector playing video clips: Reducing stimuli to the necessary level is the order of the day.


GALERIA Karstadt Kaufhof Dusseldorf,
Carschhaus – Heinrich-Heine-Platz 1 (1)

GALERIA Karstadt Kaufhof Dusseldorf,
Am Wehrhahn 1 (2,3)

PHOS LT gobo projector for lighting tracks

Frank Derksen

Projected Building Directories


In the "Überseehaus", a well-known office building in Hamburg, two directories are projected onto wall panels using PHOS 85 LED projectors. In order to display the text in a straight alignment, the projection motifs were geometrically adjusted (keystone correction).


Überseehaus, Baumwall 7, 20459 Hamburg


Lighting Design:
Denise Mertens

2 x PHOS 85 with wide angle lens

Denise Mertens

The Couch – Icon of Psychoanalysis


With his project "The Couch" media artist Markus Brenner won the fourth competition "Discovery of urban space" of the Art Commission Kreuzlingen (CH). Central subject of his work is Sigmund Freud’s couch, a cultural icon representing psychoanalysis itself.

From 1857 to 1980 Kreuzlingen, Switzerland's largest city on Lake Constance, was home to a psychiatric hospital at the Bellevue site. Ludwig Binswanger, director of the sanatorium, had a lifelong friendship with Sigmund Freud. Famous patients were guests at the Bellevue, as well as Anna O. (Bertha Pappenheim), the first patient to be treated according to the psychoanalytic method. Freud himself visited the Bellevue in 1912.

In Bellevue Park "The Couch" is sculpture and a place to rest during the day. A pillow shows the imprint of a person as if someone had just laid his head there. In the dark “The Couch” becomes a projection screen. A PHOS 45 LED projector is mounted at a height of five meters on a pole. The projected image of Freud’s original Oriental carpet turns the couch into a place of psychoananlytic practice. Who lays down in the dark merges with the projected image and becomes part of the sculpture.


Bellevue Park
8280 Kreuzlingen, Switzerland

City of Kreuzlingen

Markus Brenner
Constance, Germany

concrete work:
GODELMANN Manufaktur

projection system:
1 x PHOS 45 pole mount

Markus Brenner (1, 6)
Thomas Meier-Löpfe (2, 3, 4, 5)