iGuzzini - Commercial spaces

Commercial Spaces

46

8

10

12

14

16

18

20

22

24

26

28

30

36

42

48

54

58

Loro Piana

Fila Sport

Porsche Centre

Gum Superstores

Max Mara

Dunhill

Delitto e Castigo Boutique

Maserati showroom

Reorganization of Studio Wella

EZ Neue Mitte

Phnix shopping centre

Ortona Center

Barker & Stonehouse

Emporio Armani

Daimler Chrysler AG Mercedes-Benz Center

Fendi Boutique

Ys point of sale

External lighting of commercial spaces

Light Campus

Summary

Commercial Spaces

2Clients:

Adolfo DominiguezAlessi WaterstonesAntonio PernasArgosArmaniAudiB&B ItaliaBarker & StonehouseBay Trading CoBenettonBlancoBMWBoffiBricoferBuffettiBulgari cornerBulthaupBurger KingC&ACalvin KleinCamperCarameloCartierCeramiche RagnoClub VacanzeCoopCo-OperativeCornelianiCoronel TapiocaCortefielCusto BarcelonaDaimler Chrysler StuttgartDerothyDesigualDeutsche BankDeutsche PostDixonsDouglasDufrital R. GinoriDunhillEduscho

El Corte InglesEmmanuel SchuiliEscadaEuro Trade FlughafenFendiFerrariFila SportFratelli Rossetti SpaGas NaturalGaumontGruppo IntercrestGucciH&MHarrodsHaspaHettlageHiltonHipovereinsbankHMVHugo BossInditexKarstadi Hertie HalifaxKartell SpaLa PerlaLes CopainsLevisLior TerranovaLladrLoro PianaMaseratiMandarina DuckMangoMarina RinaldiMarks & SpencerMax MaraMax&CoMayoralMcDonaldMolteniMoss BrossMurphy & Nye

Natwest GroupNikePans & CompanyPathPerkinsPodiumPorcelanosaPorschePrinciplesPronoviasRCS Rizzoli LibrerieReebokSafewaySainsburysSaller GewerbebauSavaSchmidt BankSelfridges & CoSferaSixtySportmaxSuit CompanySwatchTelecomTescoThe Body ShopThe Disney StoreTie Rack - GucciToomanTopshopTrussardiTSBValturVenini SpaVersace Company StoreWSWarner VillageWeitnauerWella SwissWormlandYohji Yamamoto

This monograph issue of incontroluce appears as aspecial selection of the international lighting journallaunched in 1999 and edited by iGuzziniilluminazione; a publication designed to enhance theimage of a company already known to many, andreveal its identity more fully to others less familiar withthe name. From the way the journal is conceived andpresented, there will be little doubt as to the kind ofmarket it serves, and to the nature of the companybehind its publication. incontroluce profiles some ofthe most important and interesting designscommissioned around the world, in various sectors.This issue presents lighting designs commissioned forcommercial spaces.

3incontroluce

Introduction

The lighting of showrooms and retail spaces is a field of application that presents a considerable number of design problems. The type of store and its target clientele, the size and location of the premises, the way merchandise is displayed and themessage the vendor wants to send out to customers... these are just some of the factorscombining to dictate lighting design criteria. Nonetheless, it is possible to focus oncertain factors common to almost all commercial premises, and to identify theoverriding objectives of the lighting design:

to render the visual composition of spaces appropriately;to create an atmosphere conducive to trading, highlighting the focal points of the retailenvironment; to enhance the quality of the merchandise on display;to control the negative effects of radiated light on merchandise.

The common requirement that all lighting systems must fulfill is that of high flexibility - a key attribute ensuring adaptation to continual changes in store layout.

The evolving philosophy of displayIn any store or showroom, lights have a role of primary importance in establishing theoverall image of the surroundings. One can look perhaps for connections between styles of shopfitting and lighting, but it must be appreciated that there have been significantchanges over recent decades in the way goods are displayed.In the early 1950s, the display of merchandise was based on the simple presentation ofproducts in a setting where design played no part. This was a period characterized by lowexpectations: huge satisfaction came simply from the novelty element and the symbolicimportance of the items on display. The product spoke for itself. Communication strategieswere unnecessary.The art of displaying merchandise began to evolve in the boom years (1960s to mid-1970s). The intrinsic value of the object was transcribed into a parallel language -shopfitting - which took on an importance, in terms of design, complementary to theactual product. It was the ambient and architectural context that distinguished the product on display, making it unique and attractive compared to other offerings.This marketing technique seemed to meet the need for a way of leading and influencingthe unprecedented willingness to spend that typified the period. In fact, the marketingpractically created the need.Through the 1980s to the early 1990s, furnishing and dcor began actually to supplantthe merchandise in terms of importance, with the result that the product almostdisappeared or in any event became marginal, smothered by the force of communication,style and look. The sale of goods was stimulated and sustained merely by symbolicimagery, by the most flimsy of advertising messages, quite unrelated to the real needs ofthe consumer. This past decade has seen the emergence of a new philosophy in designingretail spaces: the style and image of the furnishing and dcor become the identity of thestore and of the company offering the product. Shopfitting is minimal and elegant again,as if reflecting a quest for conceptual clarity. Products are selected and displayed with skilland flair, underlining the centrality of the service offered.

4Loro Piana

Milan, Italy

Lighting designerPiero Castiglioni

PhotoGiuseppe Saluzzi

Light ShedThe lighting system best able to show up the consistency and elegance of fabrics is one ensuring a soft and uniform distribution of luminous flux.Light Shed is a recessed luminaire createdespecially for Loro Piana stores, using low voltage halogen light sources ordered in rowsof no fewer than three and no more than six.Equipped with symmetric and asymmetricoptical assemblies.

5incontroluce

Loro Piana

6Fila Sport

Milan, Italy

Layout designMatteo ThunMarco Rossi

PhotoEmilio Simion

FrameCertain architectural spaces require luminairesthat will have a minimum visual impact wheninstalled. Frame fixtures are recessed unitsutilizing ultra low voltage halogen light sourcesthat can be installed in combination withcompact fluorescent lamps. The halogen lampsare adjustable for direction independently andoffer the advantage of being deployable asaccent lights where required.

7incontroluce

8Porsche Centre

Stuttgart-Zuffenhausen, Germania

Architectural designWerkgemeinschaftCEPEZED B.V., Delft(Netherlands)and Kilian + Hagmann,Stuttgart

Electronic designAXYZ AG, Zurich (Switzerland)

Electronic designRaible Engineering,Ditzinger

PhotoStudio Anker

TrimmerIn stores and showrooms where frequentchanges of layout are necessary, it is goodpolicy to specify an adaptable luminaire thatwill provide both general background andaccent lighting. Trimmer is a modular recessedunit housing spots that are fully extendableand adjustable for direction. Can be used witha wide range of light sources.

9incontroluce

Porsche Centre

10

Gum Superstores

Moscow, Russia

PhotoGiuseppe Saluzzi

FrameCertain architectural spaces requireluminaires that will have a minimumvisual impact when installed. Framefixtures are recessed units utilizing ultralow voltage halogen light sources that canbe used in combination with compactfluorescent lamps. The halogen lamps areadjustable for direction independently andoffer the advantage of being deployable as accent lights where required.

11

incontroluce

Gum Superstores

12

Max Mara

Milan and Moscow

Layout designDuccio Grassi Architects

PhotoEnrico Lattanzi

Pixel PlusMaximum flexibility in terms of beam directioncombined with minimum intrusiveness: this iswhat can be expected from a lighting systemfor stores subject to frequent changes in layout.Pixel Plus is a recessed unit with an opticalassembly that tilts both inwards and outwardsand swivels on its axis. Uses a wide range oflight sources.

13

incontroluce

14

Dunhill

London, UK

Architectural designRPA, Architects

Lighting designLight on Line,Martyn Cresswell

PhotoAlfred Dunhill archive

Sivra CompactIn certain surroundings, importantly, thegeneral level of comfort offered goes beyondvisual comfort pure and simple. The SivraCompact fixture was developed from a researchproject initiated in 1988 jointly with the ItalianCNR - National Research Council - and theLighting Research Center of the RensselaerPolytechnic Institute of Troy, New York. Theaim was to design a lighting system thatwould reproduce the characteristics of naturalsunlight, featuring variable and automaticallycontrolled output (acronym SIVRA). The SivraCompact can vary colour, temperature andintensity according to scientificallypredetermined programs.

The system is composed of: modules containing fluorescent lampsan electronic control unita set of electronic power adapters

The operation of the system is managed by acomputerized system able to read smart cardsprogrammed with specially calibrated lightingcycles tailored to suit the latitude, longitudeand other geographical data of the locationwhere the system is installed.