UAE commercial fit-out planning: the complete 2026 guide
A fit-out is a sequence of technical decisions, not a design exercise: lighting spec drives electrical load, load drives board size, and Civil Defence sets a floor under all of it. How the pieces actually connect.
Most businesses planning a fit-out start with a mood board and a budget line. The authorities that have to sign off on the space start somewhere else entirely: a lux table, a load schedule, and an escape-route drawing. The gap between those two starting points is where fit-out programmes lose weeks.
The technical decisions are not independent of each other, either. Room-by-room lux levels determine the lighting load. Lighting load, plus HVAC and small power, determines how the electrical board is sized. Civil Defence sets minimums on emergency lighting and egress that apply regardless of what the design brief says. Get the sequence right (survey, load calculation, spec, submission) and the interior design decisions slot in around a technical envelope that is already sound. Get it backwards, and a signed-off layout comes back from DEWA or Civil Defence needing rework that costs real time (DEWA, getting electricity fit-out connections, retrieved 2026-08-31).
Key Takeaways
- Office task areas need around 500 lux; storerooms and archives need roughly 200 lux: the spread across a single floor plate is wide, and it is the lighting design, not a single "office lux number", that sets your total connected load.
- Civil Defence requires escape routes to hold a minimum of 1 lux along the floor, with emergency lighting duration scaling with occupancy risk: commonly one hour for standard commercial units, rising to three hours for high-occupancy buildings.
- A board sized on total connected load rather than diversity-adjusted demand is routinely oversized by 20-30%, because lighting, HVAC and socket circuits are never all at full draw simultaneously.
- Dubai office fit-outs typically run AED 200-450 per sq ft for a light Category A refresh and AED 450-800 per sq ft for a standard Category B fit-out, before MEP upgrades or premium finishes push it higher.
- DEWA, Civil Defence and the local planning authority (Dubai Municipality, DDA or Trakhees, depending on jurisdiction) review in parallel, not in sequence: submitting to only one at a time is the single most common cause of a stalled programme.
The lighting spec sets the load, not the other way round
Illuminance requirements vary by task, not by floor. Under EN 12464-1: the lighting standard UAE consultants design to in the absence of a bespoke local equivalent: a standard office workstation needs around 500 lux for reading, typing and screen work, a reception desk or filing area needs roughly 300 lux, and an archive or storeroom needs about 200 lux. Retail checkout points need closer to 500 lux for accurate transaction handling, while general sales floor lighting sits nearer 300 lux, and warehouse aisles typically run 100-200 lux depending on whether the space is continuously manned (Fagerhult, EN 12464-1 lighting standard, retrieved 2026-08-31). Retail checkout tills and general sales areas follow the same standard at their own task levels (Calder Electrical: EN 12464-1 for offices, shops and schools, retrieved 2026-08-31).
That spread matters because a fit-out rarely has one lux target. It has a dozen, one per room type, and each one feeds a fixture count and a wattage figure that rolls up into the electrical load calculation. The lux levels by room type reference sets these out room by room; treating the whole floor plate as "office lighting" at a single lux value is the most common way a lighting budget comes in wrong in both directions, over-lit storerooms and under-lit meeting rooms, on the same drawing.
Sizing the board: connected load is not demand load
Add up the rated wattage of every fixture, socket and HVAC unit on a floor plate and you get the connected load. It is not the number an electrical consultant sizes the distribution board against, because nothing in a working office runs at 100% simultaneously: lighting circuits typically draw around 90% of their rated load in practice, HVAC and heating closer to 80%, and general socket outlets as low as 70%, under the diversity factors set out in IEC 61439-2 for low-voltage switchgear assemblies (Schneider Electric: estimation of actual maximum kVA demand, Electrical Installation Guide, retrieved 2026-08-31).
Applying that diversity is what separates a correctly sized board from an oversized one. A board specified against raw connected load rather than diversity-adjusted demand is commonly 20-30% larger (and more expensive) than the space actually needs. Run your own fixture and socket count through the electrical load calculator before the board schedule goes to DEWA; the gap between connected and demand load is exactly the number that determines whether you are paying for capacity you will never draw.
The board-sizing walkthrough works this through with a real fixture count, and the same diversity logic carries across every space type in this cluster, from a kitchen line to a server rack retrofit.
Emergency lighting and egress: the Civil Defence floor
Whatever the interior brief specifies, Civil Defence sets a minimum that does not move. Escape routes must maintain at least 1 lux along the floor centreline, rising where routes change direction or intersect, and open areas larger than 60 sqm need a minimum of 0.5 lux of anti-panic lighting. Emergency lighting duration after a mains failure is commonly one hour for standard commercial premises, extending to three hours for higher-risk occupancies such as malls and healthcare facilities. Confirm the exact duration for your building's occupancy classification with your Civil Defence-approved consultant, since it is set per building type rather than as a single blanket figure (GoSwitchgear: selecting and implementing emergency and exit lights in the UAE and GCC, retrieved 2026-08-31).
Exit signage has its own specification: an internally or externally illuminated sign with battery backup, using the green running-man pictogram to ISO 7010, visible from any point on the escape route, positioned above final exit doors and at every change of direction. None of this is negotiable at design stage: the emergency-lighting and exit-signage layout is a required drawing in the Civil Defence submission pack, reviewed alongside the fire alarm and sprinkler layouts, not bolted on afterwards (GoSwitchgear, retrieved 2026-08-31). The egress and emergency lighting minimum covers the full specification, room type by room type.
The approval sequence that actually saves time
Four parties typically touch a UAE commercial fit-out: the landlord or developer (NOC and base-build drawings), the local planning authority: Dubai Municipality on mainland Dubai, DDA in TECOM free zones, or Trakhees in Nakheel communities and port areas: Civil Defence for fire and life safety, and DEWA for the electrical and water connection. The sequencing mistake is treating these as a queue. Civil Defence review should run in parallel with the planning authority's building-permit submission, and the DEWA load application should be prepared alongside both, because all three need substantially the same MEP drawings. Submitting to one authority, waiting for sign-off, then starting the next is the single most common reason an eight-week fit-out programme slips into twelve.
Practically, that means the survey and load calculation need to happen before the interior design is finalised, not after: the electrical consultant needs a fixture count and a board schedule to feed DEWA's fit-out connection application, which itself requires an approved load distribution diagram and MDB/SMDB schedule before a meter is issued. Running the fit-out planning activity at survey stage, before finishes are locked, is what lets the load calculation, the Civil Defence drawings and the planning submission move together instead of in sequence.
What it actually costs, and where budgets slip
Dubai office fit-out pricing in 2026 runs roughly AED 200-450 per sq ft for a Category A light refurbishment (flooring, ceiling tiles, basic lighting, minimal partitioning) and AED 450-800 per sq ft for a Category B fit-out with custom partitioning, upgraded lighting design and full MEP works. Premium or turnkey fit-outs in prime districts such as DIFC or Downtown Dubai can exceed AED 1,500 per sq ft once bespoke joinery and full IT infrastructure are included (Rady Interior: office fit-out cost in Dubai 2026, retrieved 2026-08-31).
The fit-out cost per square foot breakdown sets these ranges out by category in more detail, but the budgeting risk sits less in the category chosen than in what gets added after the contract is signed. Variation orders: changes requested once fit-out is under way, from a relocated server room to an upgraded lighting spec the landlord's NOC didn't originally cover: are the largest source of overrun, and they routinely take a budget that looked fixed at tender stage well into double-digit growth by handover.
Frequently asked questions
Do I need Civil Defence approval for every fit-out, even a small office?
Generally yes. Any change that affects fire alarm, sprinkler, emergency lighting or means of escape triggers Civil Defence review, regardless of floor area. A very minor cosmetic change with no MEP impact may not, but confirm with your consultant before assuming an exemption applies.
What's the practical difference between connected load and demand load?
Connected load is the sum of every circuit's rated capacity if everything ran at once. Demand load applies diversity factors (because lighting, HVAC and sockets don't peak together) and is the number your board is actually sized against. Sizing to connected load produces an oversized, more expensive board.
How long does a DEWA fit-out connection take?
The full process, from application to energised meter, commonly takes three weeks to a couple of months depending on project complexity and how complete the load distribution and MDB schedule are on first submission. Incomplete drawings are the main cause of delay.
Do lux level requirements differ between mainland and free zone fit-outs?
The underlying lighting standard (EN 12464-1) is applied consistently by UAE consultants regardless of jurisdiction. What differs is the approving authority (Dubai Municipality, DDA or Trakhees) and their specific drawing and submission requirements, not the lux targets themselves.
Can the interior design brief be finalised before the electrical survey?
It can, but it shouldn't be treated as fixed. A survey and preliminary load calculation done early lets the lighting and finishes decisions happen inside a confirmed technical envelope, rather than forcing a redesign when the board schedule or Civil Defence drawings come back with constraints the brief didn't anticipate.
The bottom line
A fit-out programme that starts with the survey and the load calculation, and treats the design brief as something that fits inside a confirmed technical envelope, moves in weeks. One that starts with finishes and treats the electrical and life-safety requirements as a compliance step at the end moves in months, because every authority review becomes a renegotiation of decisions already presented as final.
The four pieces: lux spec, load calculation, egress minimums, and parallel authority submission: are not separate workstreams to be managed by different consultants in isolation. They are one calculation with four outputs, and the businesses that get a fit-out done on programme are the ones that run it that way from the first site survey.
Figures were verified on 31 August 2026 against DEWA, current UAE lighting and electrical-design references, and 2026 Dubai fit-out market pricing. Civil Defence emergency lighting duration is set per building occupancy classification. Confirm the exact requirement for your building with a Civil Defence-approved consultant before finalising a design.
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Everything in this series
65 articles in Facility, Fit-Out & Interiors.
- 1AC tonnage for a UAE villa: heat gain, glazing and orientationA villa's AC tonnage isn't a function of floor area alone. Glazing area, glass SHGC, and which direction each facade faces change the actual heat gain enough to shift required tonnage meaningfully between two villas of identical size.
- 2Access control for a multi-tenant buildingAccess control in a multi-tenant building is two separate security problems layered on each other: controlling who enters the building, and controlling who can cross from one tenant's space into another's. Most gaps happen at that second boundary.
- 3Acoustic partitions: the spec that actually blocks a meeting roomA partition rated for "sound reduction" without a specific STC number is an unverifiable claim. Here's what the Sound Transmission Class scale actually means, and which rating a meeting room genuinely needs.
- 4Adding a server rack to an existing office boardA server rack's power draw isn't the only thing an existing office board has to absorb, the cooling load it creates and the redundancy it may need both change the sizing question. Treating it as "one more circuit" understates what's actually being added.
- 5Cable sizing and voltage drop over a 60 m run in Gulf temperaturesA cable sized correctly at 25°C can fail a voltage-drop check once Gulf ambient temperatures and a 60-metre run are both accounted for. The two effects compound, and sizing for one while ignoring the other is how circuits end up under-performing after installation.
- 6Camera count and coverage for a retail unit"How many cameras do I need" doesn't have a single right answer, it has a right method: map the specific points a retail unit needs covered, then count cameras against that map rather than a rule of thumb.
- 7Circulation and accessibility in F&B layoutsA dining room that looks full on the floor plan often fails the moment real bodies, trays and wheelchairs move through it. Circulation and accessibility are two separate design constraints that both eat into usable seating, and treating them as one line item undersizes both.
- 8Colour temperature by space: why 4000K everywhere is a mistake4000K is the "safe middle" a lot of fit-outs default to across every room. It's the wrong call for most of them: warm light supports relaxation, cooler light supports concentration, and a single Kelvin value can't do both jobs.
- 9Cooling a server room vs cooling an office: two different calculationsOffice AC is sized for people and solar gain. Server room cooling is sized for continuous electronic heat load and runs to a tighter, ASHRAE-defined temperature band, 24/7, regardless of occupancy. Treating them as the same calculation undersizes one or oversizes the other.
- 10Covers per square metre by concept: QSR, casual, fine diningHow many covers a dining room should seat per square metre isn't one number, it changes by an order of magnitude between a QSR counter concept and a fine-dining room, and using the wrong benchmark for your concept produces a layout that's either too cramped or wastes rent.
- 11CRI for retail and F&B: when 90+ is worth the premiumStandard LEDs render colour at roughly CRI 80-83; high-CRI versions push to 95-99. The gap is invisible on a spec sheet and very visible on a plated meal or a rack of clothing, which is exactly where the premium is worth it.
- 12DEWA load application: what documents the connection request needsA DEWA load connection application that's missing a single required document doesn't just get flagged, it stalls the entire fit-out programme behind it. Knowing what the application actually needs before submitting is the difference between a routine approval and a costly delay.
- 13District cooling vs own chillers: the UAE cost comparisonDistrict cooling cuts 20-35% off the electricity a standalone chiller plant would use, and removes the 5-10% of total building cost a chiller plant otherwise consumes. The trade-off is a long-term supply contract you can't walk away from.
- 14Diversity factors: why total connected load is not your breaker sizeAdding up every appliance's rated wattage and sizing the board to match is how boards get oversized by a wide margin. Nothing in a real building draws its full rated load simultaneously, and diversity factors exist specifically to correct for that.
- 15Drywall partition take-off: boards, studs and screws per linear metreA drywall partition take-off is a per-linear-metre calculation, not a per-square-metre one, once you account for both faces, stud spacing, and the standard board size the calculation actually has to tile against.
- 16Emergency lighting and egress: the UAE civil defence minimumEmergency lighting isn't sized like normal lighting: escape-route minimums, battery duration, and placement near fire alarm call points are all separate, specific requirements that a general lux calculation won't catch.
- 17Fire-rated partitions in the UAE: which walls need a ratingNot every internal wall needs a fire rating, but the ones that do are defined by their function in the building's fire-safety strategy, not by their location or how solid they look. Getting this wrong at fit-out stage is a civil defence sign-off risk, not a cosmetic one.
- 18Furniture, fixtures and equipment budget for 30 desksAn FF&E budget for a 30-desk office is not "30 times one desk price." Shared spaces, IT infrastructure, and soft-seating areas typically outweigh the individual workstation line, and pricing only the desks is how an FF&E budget understates the real number.
- 19Gondola vs perimeter merchandising: capacity vs comfortGondola runs and perimeter wall displays solve the same problem, fitting merchandise into a retail floor, in opposite ways: one maximises display capacity at the cost of circulation comfort, the other protects the shopper experience at the cost of density.
- 20How many downlights does a 40 sqm meeting room need?The honest answer is a calculation, not a rule of thumb: target lux, room area, fixture output and a utilisation factor combine into a fixture count. Here's the lumen-method worked example for a 40 sqm meeting room.
- 21Kitchen electrical load for a 60-cover restaurantA commercial kitchen's electrical load isn't a scaled-up version of a domestic kitchen circuit, it's a different category of equipment entirely. Sizing it off residential assumptions is how a 60-cover kitchen ends up with an undersized board on opening day.
- 22Landlord approvals and building NOCs: the delay nobody schedulesA fit-out timeline built purely around design and construction duration routinely misses the approval layer sitting in front of it: landlord sign-off and building NOCs, both sequential gates that can add weeks before work is even permitted to start.
- 23Lumen method vs point-by-point: which calculation your consultant expectsThe lumen method gives a fast, uniform-average estimate; point-by-point calculates illuminance at specific locations using actual photometric data. A consultant asking for point-by-point on a final submission isn't being pedantic, they need the precision the lumen method can't provide.
- 24Lux levels by room type: the UAE fit-out lighting spec in one tableLux requirements aren't one number for a whole building. Office space targets 320-500 lux, corridors need a fraction of that, and specifying the wrong figure for a room type either wastes fixture budget or leaves a space genuinely under-lit.
- 25Matching LED strip colour to a brand paletteA brand's Pantone or hex colour and an LED strip's spectral output are two different colour systems, and matching them by eye at a supplier showroom is how a brand-accent installation ends up visibly off once it's live in the actual space.
- 26Office fit-out cost per square foot in Dubai 2026A per-square-foot fit-out number is only useful once you know which fit-out category it describes. Shell-and-core, Cat A and Cat B pull from structurally different cost bases, and quoting the wrong one is how budgets miss by a factor of two.
- 27Open-plan office noise: absorption area you actually need"Add some acoustic panels" isn't a plan, it's a guess. The absorption a noisy open-plan office actually needs is a number you can calculate from the room's own volume and your target reverberation time.
- 28Outdoor seating in Gulf summer: shade, cooling and usable monthsMisting and evaporative cooling can drop outdoor air temperature by up to 20°C in dry heat, but that number collapses once humidity rises, which is exactly what happens across much of the Gulf summer. Knowing where that limit sits decides how many months outdoor seating is actually usable.
- 29Oversized AC costs more and cools worse: the short-cycling problemA bigger AC unit sounds like a safer bet, but an oversized system cools the room's air temperature fast and then shuts off before it has run long enough to remove humidity, leaving a space that reads cold and damp rather than comfortable.
- 30Paint quantity for a fit-out: coverage, coats and primerPaint quantity isn't wall area divided by tin coverage. Primer, number of coats, surface porosity and colour change all move the real number, and skipping any one of them is how a fit-out runs short mid-job.
- 31Parking ratios for UAE commercial buildingsA parking ratio isn't a design preference, it's a planning-authority requirement that decides how much of a commercial plot can actually be leasable space. Getting it wrong at concept stage means redesigning later.
- 32Podcast and studio rooms: treatment on a small budgetA small podcast room doesn't need a professional recording studio's acoustic budget, it needs the same absorption physics applied at a scale a small room and a small budget can actually support.
- 33Portable cabins as site offices: cost vs a leased unitA portable cabin site office and a leased conventional unit solve the same problem, temporary workspace near the work, but the right choice depends on project duration and site logistics, not just the sticker price.
- 34Queue and checkout zone sizing for peak tradeA checkout zone sized for an average trading hour is undersized for the peak hour that actually determines whether customers queue calmly or abandon a basket, and queueing theory gives a specific way to size for that peak rather than guessing.
- 35Raised access flooring in an office: when the void pays for itselfRaised access flooring costs more upfront than a slab-on-grade finish, and it pays that premium back specifically through cable flexibility and airflow, not through the flooring itself. Whether it pays back at all depends on how often the office layout actually changes.
- 36Restaurant acoustics: why a full room becomes unbearableA restaurant that sounds fine on a quiet Tuesday can become genuinely unbearable on a full Friday night, and it isn't just "more people talking louder." The room's own reflected sound is compounding on itself.
- 37Restaurant seating capacity from your floor plateWorking out how many covers a dining room can actually seat starts from the floor plate, not a target headcount, and skipping the circulation and service-space deductions produces a seat count that looks fine on paper and doesn't fit on the floor.
- 38Retail aisle widths that pass accessibility and still sellAccessible aisle width is a fixed minimum, not a design ceiling, and the real merchandising question is how much wider than that minimum an aisle needs to be before it actually helps sell more, not just pass an inspection.
- 39Retail lighting: accent ratios that lift dwell timeRetail lighting design leans on a contrast ratio, not just a brightness target: accent light on merchandise needs to read meaningfully brighter than the ambient light around it, or the display doesn't actually draw the eye.
- 40Retrofitting EV bays into an existing car parkAn existing car park's electrical infrastructure was almost never designed with EV charging in mind, which makes the retrofit question less about the chargers themselves and more about what the building's supply can actually absorb.
- 41Reverberation time targets by room useThere's no single "good" reverberation time, the right target depends entirely on what the room is for. A speech-focused meeting room and a music venue want structurally different acoustic environments.
- 42Sales per square metre: designing a layout around the metricSales per square metre is the retail industry's standard yardstick for space productivity, but designing a layout purely to maximise it can quietly work against the customer experience that drives the sales in the first place.
- 43Screen size for a classroom or training roomA classroom display sized for the front row and one sized for the back row are two different numbers, and the room's actual depth, not a generic "big enough" instinct, is what should decide which one wins.
- 44Shaded vs open parking: the solar carport upgrade caseA solar carport isn't purely an energy-generation decision, it's also a facility upgrade that changes what the parking asset itself is worth to tenants and visitors. Evaluating it on generation payback alone misses half the case.
- 45Shell and core vs fitted: what you actually inherit"Shell and core" and "fitted" describe two completely different starting points for a commercial lease, and the gap between them is usually the single biggest unbudgeted line in a first-time tenant's fit-out cost.
- 46Sizing AC for a glass-fronted retail unit in DubaiA glass-fronted retail unit doesn't cool like a standard office, because the storefront glazing is the single largest heat-gain input in the room. Getting the glass spec wrong oversizes or undersizes the whole system around a number that was never checked.
- 47Sizing an electrical board for a new office fit-outA distribution board sized to the sum of every socket and fixture's rated capacity is oversized by design. The right number comes from applying a realistic demand factor to how an office actually draws power, not from adding up nameplates.
- 48Sound-proof pods vs built meeting rooms: cost per usable hourComparing a pod's sticker price to a built room's fit-out cost misses the actual decision variable: cost per usable hour, once speed of deployment, flexibility, and acoustic performance are all priced in.
- 49Sports bar screen layout: sightlines from every seatA sports bar with plenty of screens can still fail its core promise if a meaningful share of seats don't have a clean sightline to any of them. Screen layout should be planned from the seating plan outward, screen count and placement checked against every seat, not decided first.
- 50Storage sizing for CCTV: resolution, frame rate and retention daysCCTV storage isn't sized by camera count alone. Resolution and bitrate determine how fast each camera fills a drive, and retention days determine how long that fill rate has to be sustained.
- 51Supermarket cold aisle layout: energy and shopper flow togetherAn open refrigerated case sells more on impulse than a closed one, and costs meaningfully more to run. The cold aisle layout decision is really a trade-off between that energy cost and the shopper-flow benefit of easy, barrier-free access.
- 52Table mix: how two-tops and four-tops change revenue per shiftThe ratio of two-tops to four-tops in a dining room isn't a fixed design choice, it's a lever that directly changes how much revenue the same floor plate can generate across a shift, depending on how party sizes actually arrive.
- 53Tile quantity with wastage: the 10% rule and when it should be 15%A flat 10% wastage allowance is a reasonable default for a simple grid layout in a rectangular room. It's the wrong number the moment the layout, tile format, or room shape changes, and using it anyway is how a job runs short mid-install.
- 54Tunable white in offices: circadian claims vs measurable outcomesTunable white lighting is sold on a wellbeing promise that's easy to overstate. The melatonin-suppression mechanism is real and measurable; the jump to "boosts productivity" is the part worth scrutinising before paying the premium.
- 55Variation orders: how a fit-out budget grows 22%A signed fit-out contract is a starting point, not a ceiling. Variation orders, changes requested or required after work begins, are the near-universal mechanism by which a fixed-price quote and the final invoice end up materially different numbers.
- 56Vinyl vs porcelain vs epoxy for a UAE commercial floorVinyl, porcelain and epoxy solve three different flooring problems, not three price points on one scale. The right choice depends on traffic type, moisture exposure and how the space actually gets used, not which material looks best on a sample board.
- 57Warehouse floor loading and finish selectionA warehouse floor slab has to be specified against the actual load it will carry, racking point loads, forklift wheel loads, static pallet weight, not a generic industrial-floor assumption. The finish selected on top of it is a separate decision with its own trade-offs.
- 58Warehouse high-bay layout: spacing-to-height ratio done properlyA high-bay warehouse's aisle width isn't a fixed number, it's a trade-off against rack height and the turning geometry of whatever equipment actually works the aisle. Get the ratio wrong and the racking that fits on paper doesn't fit in practice.
- 59Warehouse security: perimeter, dock doors and blind spotsMost warehouse security budgets go to cameras watching the building. Most warehouse theft happens at the loading dock, where a legitimate-looking truck and a real shipment are hardest to tell apart from an illegitimate one.
- 60Parking bay dimensions, aisle widths and turning circles: the layout that actually fitsA car's own turning circle is not what UAE parking codes actually regulate, which is why layouts fail on the aisle, not the bay. This verifies the real Dubai and Abu Dhabi figures.
- 61Dilapidations: budgeting for handing the space backHanding back a UAE office means stripping it to shell and core, a cost rarely in the original fit-out budget. Here is what yield-up costs, what the law requires, and how to provision for it.
- 62Fit-out programme: the eight-week critical pathEight weeks is achievable for a mid-size Dubai office fit-out, but only if Civil Defence and joinery start on day one. Here is the sequence that actually holds.
- 63Home cinema seating distance and screen size: the ratio that actually mattersScreen size in inches is the wrong starting point: SMPTE and THX both size a home cinema screen from the seat backwards. This article works the ratio and when a portable screen beats a fixed one.
- 64Large format tiles: layout, cuts and the waste penalty nobody budgets forLarge-format tile crosses a size threshold that changes substrate and handling rules, not just price. This piece works through the layout arithmetic and where the real cost lands in a fit-out budget.
- 65Meeting room display size and viewing distance: sizing for the back row, not the frontA meeting room display is sized from the smallest thing the back row must read, not the wall it fills. Most boardrooms use a different AVIXA formula than showrooms assume, and this article runs it.