Nike Flagship Store

Retail is the clearest case of contrast doing the work. Product sits well above the ambient level, circulation sits well below it, and the difference is what pulls somebody across the floor.

Tight beams on the display walls keep spill off the surrounding surfaces, so the merchandise reads as lit rather than the room reading as bright.

Fitting rooms are the exception and get the most careful treatment in the store — vertical, near-shadowless, warm enough to be flattering and accurate enough that the colour bought is the colour worn.