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Item Metadata only Victoria's Secret meets Berlin : retail and context(2017) Larsen, Sigurd; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"This project aims at designing an interior space for the existing brand Victoria's Secret and adapting it to the cultural context, and characteristics of Berlin, and the local preferences for the shopping experience in Berlin. [...] My proposal is to bring Victoria's Secret to the heart of Berlin in Mitte and design a proposal of how lingerie can be branded and experienced in the specific context of Berlin through a new spatial concept for the interior organization, furniture, materials, customers' needs, and facilities for events. [...] This research aims to show how context, culture, and social structure can affect an interior space in space organization, materiality, and furniture. It shows a diverse concept and distinctive design of the brand Victoria's Secret in different locations, and also proposes a design of the brand Victoria*s Secret in Berlin/Mitte taking consideration of Mitte's characteristics and the Victoria's Secret characteristic as well. The research begins by explaining what a retail design is, and how it has been presented in the past to our current day. Furthermore, going more into retail design studies and explaining types of fashion retails. Then being more specific and explaining lingerie retail design for a brand such as Victoria's Secret. Additionally, explaining the shop exterior and, interior features in different locations around the world such as the United States of America, the Middle East, the United Kingdom, and Asia. Furthermore, explaining how the context and culture of each location are affecting the interior design of the Victoria's Secret Retail stores. Next, an explanation of the proposed retail design (the Victoria's Secret) in Berlin, which is based on the effect of the context on a retail design, the aim is to create a new experience of Victoria's Secret in Berlin by creating an interior retail space that aims to show Berlin/Mitte's vibe and culture through it. The proposed retail design is more like an exhibition and a boutique at the same time. The Berliner Victoria's Secret is having few characteristic of the actual existing brand. Such includes products, space division (display and exhibition section, cashier, sitting lounges, fitting rooms, and makeup sections), and the primary colors of Victoria's Secret (black, white, grey, and pink). It is different from the actual Victoria's Secret shop in the furniture, materiality, and the usual open closet look or bedroom that the shop has in almost all the branches. The Victoria's Secret of Berlin will have a sequence and more systematic approach of the spatial divisions; it is more of a pavilion or open interior, without interior walls, and the diverse spaces within the shop are being defined by the glowing columns that will exhibit the products inside. The aim of the shop is to represent Berlin/Mitte in a retail interior space, also a space that exhibits Victoria's Secret products. To sum up, franchises can have different space design in different space design in different locations around the world. Such includes the context, culture, and social structure of specific locations."Item Metadata only The customer decision journey : how to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization?(2017) Gafar, Furkan; Kang, Long; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"Understanding the customers and the way they interact with the businesses and markets was always beneficial to companies. Not only allowing to prioritize the efforts according to factors leading to generate the most profits but also giving a third person view on the sales process helped evolving companies to be more competitive. Nevertheless, the customer journey focuses as the name says on the customers and so human beings. The whole construct is built upon the behaviors and attitudes of a targeted group or a society. Encoding these and adapting the gained information to the business models is the key to success. However, these behaviors and attitudes changed drastically with the digitalization era - new challenges emerged. Customers are well informed and supplied products are getting of an identical type - differences barely recognizable. Therefore, aspects like services and customer friendliness are gaining more and more in importance - customer decide upon other criteria than the product itself. With the help of the customer journey, gaps between the desired customer experiences and the status quo are highlighted. The thesis aims at giving suggestions to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization."Item Restricted Innovative marketing strategies for the hotel industry(2017) Aslan, Melisa; Kang, Long; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"The new entrants, such as the sharing economy, offer consumers innovative ways with different accommodation possibilities compared to the traditional hotel concepts. This paper will analyze how hotels react to the growing pressures from competitors and observe their development in the market. Through digitalization, how can the hotel industry be more innovative than the sharing economy? What will change in the hotel industry? And finally, how can an innovative effective business strategy be created? [...] This thesis is structured into seven parts. In the first part, the reader is given an idea about what the current situation of the hotel industry is and what problems they face. Then, a theoretical part about the approaches to marketing strategies, marketing mix and how to identify competitors is described. Following the second part, the reader will get to understand marketing in hospitality and learn what innovations in hospitality mean. The third part includes the new innovative competitors and introduces the new concept of the sharing economy. In addition, some examples are given. Furthermore, from this, the reader will get to know about the challenges and opportunities of the hotel industry and sharing economy. The fifth part deals with the digital development of the hospitality industry. In the penultimate, sixth part, the reader will be given ideas about future hotels. The last part includes the conclusion."Item Restricted Model of modernity : the Frankfurt kitchen and domestic reform(2017) Goodwin, Amara; Ebert, Carola; Pöğün-Zander, Yüksel; Faculty of Architecture and Design; Berlin International University of Applied Sciences"Heralded as the first modern kitchen, the Frankfurt kitchen was designed by Austrian architect Grete Schütte-Lihotzky in 1926 as part of the 'Neues Frankfurt' (New Frankfurt) housing development in the Weimar Republic. Existing academic discourse focuses mainly on the design achievements of the Frankfurt kitchen as a turning point in the history of architecture. Seeking to understand the role of domestic reform in relation to other contributing theories such as socialism and Taylorism; this paper examines the social, theoretical and historical factors that contributed to Grete Schütte-Lihotzky's monumental design. Analyzing the Frankfurt kitchen within the context of domestic reform in Germany and the United States, this paper focuses on the 'Neues Bauen' (New Building) public housing efforts in Germany in the interwar years; the role of women in Weimar Republic society; the policy of redomestication; as well as the impact of the work of American and German domestic reformers. Three case studies provide detailed analysis of the kitchen designs of Catharine Beecher, Christine Frederick and Schütte-Lihotzky. The first two case studies provide examples of influential American domestic reformers while the final case study brings the analysis back to Germany."Item Restricted Designing a permanently temporary space : with a flexible furniture system as key element(2017) Jansson, Erika; Martín, Javier; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"E-commerce is becoming more popular, rents are getting higher and we are in the middle of a collaborative consumption movement. All these aspects have made the retail environment much more competitive and the model of a retail space has changed, and is continuing to change dramatically. The design of physical retail spaces has to change. They need to become more flexible and multifunctional to be able to rearrange venues for events and pop-up stores. This will give customers experiences as opposed to just selling products or services. The purpose of this thesis is to identify how temporary retail spaces look today and to investigate how they can be made to be more flexible by prioritizing furniture as their main tool. Thereafter, the goal is to develop a multifunctional and flexible furniture system that could create a permanently temporary space. The thesis includes researches about temporary retail spaces, three analyses of stores with flexible design, and finally the development and visualization of a final project. This project resulted in a furniture system with movable panels with different functions. They offer the possibility to rearrange a space with ease and to provide a rotation of a variety of pop-up stores, galleries, workshops and many other kinds of events."Item Restricted How to create a successful luxury brand image through digital marketing?(2017) Darakci, Antonja; Lieb, Manfred G; Wagner, Evamaria; Faculty of Business Administration; Berlin International University of Applied Sciences"The present study is primarily investigating the question on how to create a successful luxury fashion brand image through digital marketing. The guiding question involves two factors -- ho to create a successful luxury fashion brand image and to what extent digital marketing is prospectively appreciable. Thereby, the research focus is on the long-term development of a digital marketing strategy for luxury fashion brands as well as on the cross medial communication tools such as social media platforms. The key aim of the paper is to show how to create a successful brand image through digital marketing on the basis of cognitions from literature as well as the application examples from the practice. In order to answer the question as comprehensively as possible, the paper is structured as follows: The beginning of the main part starts with an introduction to the world of fashion. The value of the fashion industry and the creation of a brand image and brand identity are going to be shown here. In order to reach the customer, luxury fashion companies communicate through their brands. For this reason, the focus in the third chapter is on three different forms of marketing: 'Old-marketing' (traditional marketing), 'New-marketing' (digital marketing) and fashion marketing. The last chapter of the paper focuses on a case study, in which the results that are obtained from the previous chapters are going to be examined and confirmed with the aid of the luxury fashion brand 'Burberry'."Item Restricted Creating multifunctional retail spaces with flexible furniture(2017) Kilicaslan, Zuhal; Larsen, Sigurd; Pöğün-Zander, Yüksel; Faculty of Architecture and Design; Berlin International University of Applied Sciences"This thesis investigates the creation of multifunctional retail spaces through the use of flexible furniture. It gives an insight on why multifunctional retail spaces are needed and it explores how more than one function can be integrated into conventional retail spaces. Following a short introduction of the history of retail spaces and looking into the categories of multifunctional retail spaces, flexible furniture is analyzed with the qualitative research method of case studies. The questions that are asked are: What is the retail space of the future? How can two or more functions be combined together in retail spaces through the use of flexible furniture?"Item Restricted The economy of social media(2017) Degen, Valentin; Kang, Long; Faculty of Business Administration; Berlin International University of Applied Sciences"This work is about the Economy of Social Media. It is focusing on platforms that are well-known, like Facebook and Twitter. A detailed examination of what is Social Media and its structure is provided. Platforms are introduced with its different purposes and the Value for users and businesses is faced. The variety of unique features for users and businesses in the Social Media environment, are analyzed with the Honeycomb framework. During the research for this work, it exposed, that this tool is a very approved theory. It exists also features of Social Media that consists out of direct Revenue Stream of the platform. These are examined and the Value for users and business are highlighted. The results of the work are informative and give exposure on how features of Social Media creates Value for users and businesses."Item Restricted Digital marketing as a communication tool : how did digital marketing change the way of communication in B2C?(2017) Yılmaz, Ali-Tolga; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"The Bachelor thesis will cover the change in the marketing and communication sector, and how the businesses adapt to the changes. After introducing the digitalization through computers and the global revolution with the internet age, and also in the business life through email and display marketing. Whereas, there is now an upcoming second type of digitalization in the world, which is the innovation of the first digitalization and thus changing the daily life and patterns of the society to the digital world. Dynamic start-ups are inventing continuous new technologies and platforms. One of the well-known invented ones are platforms like Facebook, Twitter and Instagram etc. This disruptive change also reached the marketing industry. Also, the people and their habits have changed in case of smartphones, which have got more attention and usage. The striking point is to see how a whole sector revolutionised and transferred to a fully digitalized industry. For instance, in the new marketing sector the 'Influencer Marketing' came out of the blue and created a completely new form of word-of-mouth. Therefore, first, the old marketing and analog communication and the related problems in the sector will be analysed. Afterwards, after summing up all positive and negative aspects, the new marketing and digital communication will be analysed including many upcoming technologies and inventions. After introducing all new market instruments, the changes in the markets will be shown together with comparing the positive and negative aspects, which will lead to a conclusion which will answer the central question."Item Restricted Take cover : temporary dwelling structures for emergency situations(2017) Tamer, Aylin; Ebert, Carola; Martín, Javier; Faculty of Architecture and Design; Berlin International University of Applied Sciences"The increasing number of refugees coming to Germany has greatly contributed to a changing understanding of home and dwelling within the urban context, especially in the city of Berlin. Due to the growing demand for temporary structures, refugee accommodation is placed as a central topic of interest. The challenge of adequate accommodation is one of the first undertaken from their date of arrival. However, the main problem arises when solutions meant to be a temporary settlement become a permanent home. These unexpected circumstances can lead to the situation of losing one's home, entailing a great psychological impact. This issue emphasizes the importance of a proper handling of the design, supply and deployment of temporary dwelling to prevent both mental and emotional damage. The phenomenon of temporality and permanence as well as the aspects of home have been addressed already by different academics and practitioners. Proposing a design for the refugee accommodation, this thesis examines and explores the psychological and physical aspects of home in temporary structures. First, the meaning of home as defined by Mary Douglas, Reyner Banham and Martin Heidegger will be compared. Then, four case studies from Shigeru Ban, Toyo Ito, Nils Holger Moormann, and Kentaro Yamazaki will be analyzed with the consideration of the earlier literature. After the evaluation and analysis of the information obtained the thesis will finalize with a design proposal."Item Metadata only Branding for startups : building brand identity with fewer resources(2018) Kang, Long; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"This research considers the concept of brand management in order to build a strong brand identity in general and especially for startups. However, startups have to balance between the high costs of advertising and low revenue. The author tries to study lean startup method in combination with six brand identity facets and Storytelling as a solution for startups, the solution is to build a sustainable and healthy startup with strong brand identity, to benefit from a good brand with fewer resources. The research is based on two approaches which are connected. Firstly, secondary data is collected from the literature concerning lean startups, branding, brand identity, and storytelling. Then, interviews are collected as primary data. The main theory approach for the research connects the secondary and primary data by making a persistent association between the findings. The findings are in three dimensions, based on Kiron Open Higher Education gGmbh, an educational platform for refugees as a case study and from eight interviewees with different backgrounds and experiences. In fact, the Lean Startup and combination with storytelling present a solution for startups, especially in their early age."Item Metadata only Diversity management as a model for success : diversity as a success factor in strategic human resources work(2018) Gökcek, Sevilay; Garg, Ritam; Kang, Long; Faculty of Business Administration; Berlin International University of Applied Sciences"Diversity management applies on the one hand to image politics, sometimes to the fulfilment of social and moral obligations such as equal treatment of men and women, but now also increasingly to a business management instrument for the use of the resource "diversity". To what extent strategic approaches have been developed in companies, which measures are applied and which advantages or difficulties companies see associated with this concept is determined in an international comparison of studies and afterwards in a questionnaire study with a German company. The focus is on understanding and dealing with cultural diversity in Germany. [...] there is a pluralisation of society in which individuals and subgroups are increasingly emerging from the large homogeneous mass. [...] This heterogeneous range has an impact on the labour market and must be taken into account in the recruitment and deployment of workers. Now, however, the combination of the needs of the companies and the supply on the market will lead to a certain adaptation, which, however, has to be coordinated. Diversity management, which is presented below as a tool for using diversity as a resource, is a good way of doing this (cf. Knight et al., 1999). [...] The aim of this scientific elaboration is to generate comprehensive knowledge about diversity management as such, to be able to rationally weigh up opportunities and risks and to know the various options for action of the respective dimensions of diversity derived from this. In order to create the necessary knowledge base, the terms diversity and management are discussed. Based on this, the opportunities and risks of companies involved in implementing diversity management are presented. In conclusion, the findings are summarized, followed by a critical analysis of the assignment. Finally, an outlook on possible changes is given. In order to test the theory in practice, a case study of the company DTP is presented."Item Metadata only Circular interference : a user-centered exploration of how both technical advances in interface-design and visual narrative can create a persistent relationship between conscious millennial consumers and sustainable brands(2018) Sindern, Joy; Hillmann-Regett, Jan; Tibus, Alexander; Faculty of Architecture and Design; Berlin International University of Applied Sciences"In this thesis, it is important to work out relevant characteristics of millennials (i.e. Gen Y) and to translate these into an interface of an online platform. The aim is to use visual design and narrative to convey the ethical mission (corporate philosophy) of small sustainable businesses to users in an engaging, inspiring and educational way, thereby promoting the consumption of sustainable goods. [...] The work consists of two parts, one theoretical and one practical. The theory-based section introduces the topic by first exploring what 'sustainability' actually means, its relevance and challenges. In this sense small, sustainable companies are investigated, their role in the economy and a suitable fashion company examined. In order to reach the target audience their behavior and values in terms of consumption, as well as user interface and experience, needs and expectations have been well researched and analyzed. The data was collected through a literature and study search and supported by business journals and articles. The collaborative, sustainable company has provided more insight through a semi-structured interview. In order to examine the target group millennials, on whose characteristics the design of the platform is based, studies and secondary literature were used. Many authors have dedicated their work to exploring this target group, and the literature on millennials is growing steadily. A visual analysis of examples from art, pop culture and digital design helped to create a contemporary interface design. A sketch book was used to sketch and document ideas and layouts of the interface. To form a good basis for the practical section, existing concepts in the market were analyzed. Furthermore, the results of the research were analyzed and a persona was created based on this. In addition, the current user flow was created and general requirements for the platform derived. In the practical section, the results then were visually translated into a holistic, exemplary platform. To test the interface, three user tests were performed at different times of the prototype progress. In this test subjects of the target group were exposed to a scenario in which they had to execute instructions on the clickable prototype. This was observed and evaluated. Following the feedback, prototype changes were made."Item Metadata only How profitable is sports marketing?(2018) Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper explains and present the importance of sports marketing for companies today, and if the companies make economic profit after said campaigns. In resume this paper used multiple sources of information, in specialized journalism papers, academic papers and real companies that use this type of marketing today. For the journalist papers the information was taken out from Forbes Magazine, German Magazine Absatzwirtschaft as well as other specialized papers. For the academic and scientific perspective papers from Wake Forest University and Concordia University at Saint Paul, both in USA, as well as other academic articles and papers including Principles of Marketing form Pearson editorial. Last and most important, the main source of information was actual companies that are deeply involved in sports companies like Deutsche Telekom, Rolex S.A, Red Bull and Emirates. This companies were studied and analyzed which gave the main results of the Paper. The main results, which concords with what people may think is that sports marketing can clearly be profitable, if used well, the issue and the main reason why companies like Apple or Facebook don't use them is the lack of tools that can quantify or the possibility to relate the actual income that produces these campaigns; different to buying stock shares from other companies or assets such as buildings and patents, investments that Facebook and Apple tend to use more."Item Metadata only Influences of specific art and design movements on book cover design(2018) Keya, Hatice; Starck, Adrian von; Tibus, Alexander; Faculty of Architecture and Design; Berlin International University of Applied Sciences"The field of graphic design has been affected by several factors including history, society and especially art and design movements. [...] In recent years the understanding of the importance of graphical and artistic meaning of book covers has surged and became of more and more importance to graphic designers and publishing houses alike. Rather than using of the book covers only as a protective sleeve, their design developed quickly with the consistently developing technology. [...] Since the book covers have an aim to transmit a message to the reader, designers and publishers are following the new trend and movements in the society to convey their message to the readers in a powerful way. They are one of the most important factors that help in engaging the attention of readers. They are not only the jacket of a book, but also first communication barrier between reader and author and first informative page for the reader. Book covers can be related with story of the book they contain or summarize the book in an abstract or even tangible method or they establish a link with art and design movements of the time of the book. That is why visual language of book cover design style effected by new trends, art and design movements, political situations and society. In this age, visuality has significant role among people. The aim of this research is to critically examine and reveal book cover's design styles and focus on the years from 1890 to 2018 to show how book covers are influenced by art and design movements of their respective time periods. This research focuses on 5 previous significant art and design movements which are Art Nouveau, Bauhaus, Dadaism, Swiss Style and Postmodernism and analyses their historic and graphic styles. The reason I chose these specific art and design movements which are Art Nouveau, Dadaism, Bauhaus, Swiss Style and Postmodernism is that all of them has strong graphic languages on their time and they still play significant roles nowadays. After a thorough analysis of the time periods, I will redesign a book cover of 'The Sun and Her Flowers', a best-seller from 2017 by Rupi Kaur with these art and design movements to show what kind of book cover design could have been created if they would be published in their specific time periods."Item Metadata only The return of the Memphis design movement(2018) Karaoğlu, Berk; Larsen, Sigurd; Tibus, Alexander; Faculty of Architecture and Design; Berlin International University of Applied Sciences"This thesis aims to analyse how the Memphis Movement is having a comeback in today's design. [...] After examining the movement historically, the thesis will move onto assess some of the ways in which the movement is being adapted in current design trends, with a focus on the basic tenets of the design that appeals to the current design industry. For this purpose, this study has analysed various resources, and aimed to prove that majority of the graphic forms and shapes today, especially posters have been influenced by the Memphis Design."Item Metadata only The creation of a brand : La Rue(2018) Krull, Manuel J; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"La Rue is an independent fashion label started by Manuel Krull in Berlin, Germany. La Rue focuses on capturing the life in the city of Berlin, inspiring local as well as foreign customers and artists to enjoy each others company. In addition to offering stylish and unique clothing pieces at an affordable price point, La Rue hosts events to establish a sense of community, online and offline, allowing customers to interact with one another. Additionally to giving local artists an opportunity and platform to be heard, La Rue inspires its customers to try new things and explore alternative outlets. In the past, Manuel Krull a had multiple experiences working at and hosting events through out Berlin. La Rue will be hosting a 48 hour pop up shop in Berlin inspired by the topic of refugees in Berlin. The pop up shop will serve as an event, highlighting the launch of La Rue, as well as giving a Syrian refugee the opportunity to display his artwork and conduct a live art show. La Rue is aimed at targeting middle class customers ages fifteen to thirty, with a general level of fashion awareness and interest in trends as well as seeking some knowledge in political matters. La Rue's customer base will buy products and visit events based on a communal factor which La Rue offers. Our customers are inclined to help others by supporting organizations which are set out to help those in need or actively participating. The paper allows the reader to fully understand the concept of La Rue and the mentioned pop up shop, describing the company in-depth. The main focus of the paper is research conducted in the importance of branding as a main marketing tool as well as giving the read the requirements La Rue's needs to take into consideration in order to run profitably."Item Metadata only Creating a space : implementing sustainable design methods into modular room dividers for office spaces(2018) Kiranta, Tugce; Martín, Javier; Pöğün-Zander, Yüksel; Faculty of Architecture and Design; Berlin International University of Applied Sciences"As a main issue in an open space it might be lose privacy or even sounds will annoy. Open plans has effectively raised in popularity, which means to offer endless design opportunities. Room dividers a a visual barrier are great opportunity to create a space when it comes to build an efficient utilization or zones. Nowadays, there are different types of room dividers with various functions, which also fulfil architectural needs. This kind of products are depending on their versatility qualities as well as visually and acoustically. Especially, it refers on viewer's perspective and also how to arrange the room divider. Room dividers serve many purposes, for example, it gives the space nice atmosphere through its material but also make the space lively. This research deals with how to create an interior space by implementing sustainable design methods into modular room dividers and their effects. Additionally, it is also focused on investigating visual view and light, the acoustic control, the sustainability, and the modularity. The research begins by a short description of room dividers with their origin and historical background and then going into the characteristics, such as the different types of room dividers. Furthermore, explaining a brief introduction of visual control, which includes the light control, view control and the acoustic control as well. Additionally, explaining the sustainability and modular systems. Moreover, it will provide detailed analysis with the examples of three case studies. Subsequently, an explanation of the design goals, that includes a design proposal. Four prototypes were tried out and analysed through out the dimensions and the geometry. The goal is to analyse and compare the functionality and the materials in order to design a modular room dividers. Furthermore, the purpose is to design a sustainable room divider at selecting materials with low environmental impacts. Keywords: Office design, Modular system, Sustainable methods, Room dividers."Item Metadata only Circular thinking in capsule coffee waste : a design to accelerate responsible co-actions of the capsule coffee producer and the millennials consumers(2018) Sprenger, Michelle; Ave, Masayo; Hillmann-Regett, Jan; Faculty of Architecture and Design; Berlin International University of Applied Sciences"The upcoming millenial consumers appear more aware than over of the impact of their habits, in which national and international systems are being redefined by values of sustainability. We still throwing away 21 billion capsules a year in Europe alone. Which steps, if any, have been undertaken towards making our capsule coffee habit more sustainable? And as designers, how can I contribute to this process? This paper aims to answer these questions. As part of my objectives, I wish to paint a realist portrait of the environmental implications of coffee capsule consumption. I seek to highlight the top-down and bottom-up initiatives aiming to lower environmental impact of coffee capsules that have already gained momentum and spaces worth watching. I propose a design project which to accelerate sustainable co-actions of Italian giant producer Caffitaly and the upcoming consumers, aiming to provide an effective next step for both producer and consumers."Item Metadata only Sustainability and lighting in contemporary offices : how to provide better comfort and save energy with the use of light(2018) Kücük, Sinem Elif; Ebert, Carola; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"I always had the feeling in offices earlier of either being shut in or the sun was somehow blinding, and it was therefore important to me to analyse light in the work place. Good offices are where lighting conditions better and the employees get enough light and have the possibility of protecting themselves from reflections and glare, and where artificial lighting is well thought-out and planned. This increases effectiveness and satisfaction, motivation and concentration as well as performance and this achievement has an effect on the company. Nowadays environmental protection is taken seriously and therefore it is important that companies, particularly those with great power, get involved in the environment and reduce their energy consumption. Instead of neon tubes which can still be found in many offices, LEDs can be used and through well thought-out control processes, which dim the lights when enough natural light is available, or which switch the lights off when no-one is in the room, and if employees are well-trained, allow energy savings. Light planning is in general very important for humans. Only with light do objects become visible. Vision is made possible by the adaptation of our eyes even in low light levels, but it is nevertheless important that light in the work place is used correctly so that not only vision is made simpler but also well-being is promoted. In light planning it is important that all requirements for work be met. Apart from visibility, it is important to prevent glare and reflection. Not only should the standards be met but the employees should be prioritised and the fact that older people need more light to see should be considered. The necessity for a flexible, adjustable and usable lighting follows from the planning of light in an office work space. It is known that the integration of natural and dynamically changing light in the work place has a stimulating effect and is important for daily office life. The modern understanding of work in offices demands flexibility and a new architecture of mobility. This subject should be the motivation for the development of new office worlds. The new trend means spatial and temporal flexibility, and this leads to a mixture of leisure time and working time. This can be best seen in Google's modern working world. The employee can play sport during working time, go to the doctor and then come back and work further. The previous frontiers in the world of work as they were known are shifting more and more. Architecture and the planning of light in the working world should in its way of thinking transcend working and logical planning. The planning of light should not try to brighten a room and avoid glare and reflections; the planning of light should transform the working world into a communicative, stimulating, productivity-raising atmosphere. In the offices of the future employees should have the possibility to increase their creativity. The office of the future should be a place where people are encouraged not just to function, where people are not made sick or depressed in the given situation but can rather develop themselves further and have fun at work. The recommendation is to use natural light as well as is possible. The next step is to ensure there is enough shade, protection from glare and reflections. Employees can sit with a view to the outside or sit sideways to a window. The connections, how natural light has an effect on humans, can be used to an advantage. Scientists found out years ago how light functions, which colours are present at what time, and how they effect people. This experience can be used in practice to make lighting more flexible and dynamic. Thereby the interplay between natural and artificial light should always be considered."