Q and A with Pavlina Akritas of Akritas Lighting Design.
Pavlina is interviewed by Jo Harding of Architectural FX.
Introduction:
To coin a phrase from Forbes, recently quoted in our previous retail blog; 2025 is set to be the year when ’science fiction meets shopping reality’. Meaning that much of AI-driven technology is changing the face of digital shopping and personalising the experience of shoppers both online and instore.
Here Pavlina discusses some of these trends and how she as a designer responds to them:
Q: Pavlina, as a lighting designer specialising in the retail sector, how do you think AI is currently influencing retail design and how this will develop in the near future?
AI is already having a big impact on retail design, and lighting is a great example of that. We’re seeing AI being used to create more responsive and personalised environments – lighting systems that adjust automatically based on foot traffic, time of day, or even customer demographics. AI is also playing a role in analysing shopper behaviour, helping brands optimise store layouts and highlight key products more effectively.
Looking ahead, I think AI will continue to drive customisation and energy efficiency. Imagine a store where lighting subtly adapts not just to the time of day but also to the mood of the space, creating an experience that feels effortless yet intentional. AI can also help with sustainability – predicting energy usage patterns and reducing waste, which is super important.
That said, while AI is a powerful tool, I truly believe there’s no replacement for human experience and creativity. Lighting design isn’t just about automation – it’s about emotion, atmosphere, and storytelling. AI can assist us, but it’s the human touch that makes a space truly special.
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Q: As one of the fastest moving market sectors in the lighting industry, what are the main trends you see emerging in retail design which will affect the lighting design?
One of the biggest shifts we’re seeing in retail lighting is a change in mindset – less is more. It’s no longer about adding more fixtures but about using lighting in a smarter, more intentional way. Efficiency is driving design decisions, and that means carefully considering how light is used rather than just increasing the number of luminaires.
Sustainability plays a huge role in this. It’s not just about energy-efficient LEDs – it’s about the entire lifecycle of the product. Where is the luminaire coming from? How is it packaged? Can it be repaired or recycled? We need to move away from disposable design and focus on longevity, modularity, and circular economy principles.
At the same time, lighting is becoming more integrated and subtle. Instead of big statement fixtures, there’s a shift towards refined, architectural lighting that enhances materials, highlights products, and creates atmosphere without visual clutter. Thoughtful placement and control of light can define a space without overwhelming it, ensuring that the focus remains on the products and the people experiencing them. Smart controls and sensors are also helping reduce unnecessary energy use, ensuring that lighting is only used where and when it’s needed.
Ultimately, the future of retail lighting isn’t about adding more – it’s about designing better, using less, and creating spaces that are both visually compelling and responsible.
Q: Which of these emerging trends are you most excited about and how might you incorporate them into a project?
I’m most excited about the shift towards ‘less is more’ in retail lighting. Right now, excessive lighting is often mistaken for impact, but the real opportunity is in using light more strategically – enhancing products, creating atmosphere, and ensuring customers feel their best in the space.
For me, it’s about precision and contrast rather than just adding more fixtures. In my projects, I incorporate this by focusing on layered lighting, adaptable controls, and dynamic solutions that respond to the space and time of day. AI-driven lighting also plays a role, helping create immersive, responsive environments tailored to the retail experience.
At the same time, sustainability is critical. Retail has the power to drive change by pushing manufacturers towards circular economy principles – rethinking how luminaires are made, packaged, and maintained. This shift isn’t just about efficiency; it’s about responsibility and long-term impact.
By combining these elements – smarter lighting, sustainability, and a people-first approach – we can create retail spaces that are not only visually stunning but also innovative and future-proof.
Q: Part of your design philosophy is to create captivating retail spaces. How to you balance this with the more functional environmental stewardship you also sign up to?
For me, function and beauty go hand in hand. A captivating retail space isn’t just about making something look stunning – it’s about how lighting guides attention, highlights the beauty of the products, and makes customers feel comfortable and engaged.
At the same time, environmental responsibility is key, but that doesn’t mean adding layers of technology or sacrificing design. It’s about using light efficiently, making smart choices about materials, and designing for longevity. Instead of flooding a space with light, I focus on precision, contrast, and adaptability, ensuring that every fixture serves a purpose.
Retail has an incredible opportunity to lead by example. By embracing circular economy principles – considering how luminaires are made, where they come from, and how they can be maintained or repurposed – we can create spaces that are both visually compelling and truly sustainable. The most exciting designs aren’t just about aesthetics; they tell a bigger story of responsibility and innovation.
Q: A trend that we recently shared and highlighted on Linkedin was that Luxury retail brands are increasingly attuned to the growing environmental and social awareness among their affluent customers. Do you see evidence of this in your work and sense a large shift towards sustainable design in retail?
Luxury brands are definitely becoming more aware of sustainability, but many are still hesitant. The idea of ‘less is more’ is quite new to them – they worry that reducing lighting or using more sustainable solutions might make their spaces look dull or lose their signature impact.
Some brands are starting to apply elements of sustainable design, but there’s still a long way to go. This is where we, as designers, play a crucial role – not just in offering solutions but in guiding and challenging them to rethink what luxury can look like. It’s about proving that sustainability and elegance can go hand in hand.
The shift is happening, but it needs bold leadership from both designers and brands to truly push it forward
Q: Do you think there is more of an expectation, in the current climate crisis, from lighting specifiers that their suppliers need to do more to mitigate climate change?
Yes and no. There’s definitely more expectation on suppliers, but the real impact comes from how lighting is designed and applied.
Sustainability isn’t just about the luminaire – its efficiency, power consumption, or the materials it’s made of. It’s also about the design approach – how lighting is integrated into a space, how much light is actually needed, and whether it enhances the experience without unnecessary waste.
Rather than just adding more efficient fixtures, we need to think critically about where and how we use light, making spaces elegant and functional while minimising energy use. So while suppliers play a key role, it’s up to us as designers to challenge conventional thinking and push for smarter, more sustainable solutions.
Q: How do you relay to clients the importance of lighting in their store design?
The impact of lighting in store design is often underestimated, yet it plays a crucial role in shaping the customer experience. Thoughtful lighting enhances the store’s atmosphere, draws attention to key products, and creates a space that feels inviting and engaging. On the other hand, a lack of lighting strategy can leave a space feeling flat, unbalanced, or even overwhelming. By demonstrating real-world examples – both where lighting has been used effectively and where it falls short – we help clients see firsthand how lighting influences perception, mood, and ultimately, sales.
Q: What attracts you most about working in the world of retail design?
What excites me most about working in retail design is the dynamic nature of the industry – it’s fast-paced, ever-evolving, and truly global. Every project presents a unique challenge, whether it’s working with a brand to refine their identity through lighting, creating immersive environments that enhance the customer experience, or driving meaningful change towards more sustainable design. Retail has the power to set trends, influence behaviours, and push innovation, and I love being part of that transformation.
