The concept behind the Twenty Ounce Denim is to create a space which is as much an arena for events and activities as it is a shop. Flexibility has to be at the centre of this approach, transforming a store full of people during the day into a music club where independent bands play gigs at weekends. With its boxes and pallets, this store has typical traits of an industrial looking pop-up shop. This not only enhances the visual appeal but also provides the flexible and functional solution this store demands.
An intelligent and controllable track system is installed throughout the shop to meet the demands of a flexible solution. In combination with LED-spotlights and fluorescent luminaires the lighting can be dimmed down to create a specific atmosphere, but also to save energy. During events the lighting solution can be dimmed down to approximately 10-20 %.
The energy consumption of the shop is about 10 w/m2. This is due to both the selection of fixtures equipped with effective reflectors and light sources optimised for dimming technology and considered lighting design, ensuring the spotlights are positioned and aimed in the right place.
The social space
Pictured above you can see the solution made for the open and social space. Used during the day a social area where friends of the shopper can relax on comfortable sofas and give their opinions on the clothes being tried on. Alternatively the space can be used as a hang-out for people to read fashion magazines whilst having a coffee. This part of the shop is elevated as it serves as a stage at night.
The luminaires are designed to suit both the shop and club environment. They share many of the same traits as those used in the theatre or stage, where relatively large spotlights are supplemented with barndoors to make the light distribution narrower and more exciting. The luminaires in this area are connected to a truss, further engaging the sense of it being a stage. Using a control system it is possible to shape the light in different ways, capturing the feel of being in a nightclub.
The large pendant in the centre of the room is a typical way to draw attention and works as brand carrier.
The shop window
The shop window is constantly changing. It is used to display the latest collections, promote the band playing the coming weekend; all the while showcasing the merchandise selected to represent the bands style. The lighting is incredibly theatrical, capturing the attention of people passing by.
The clothes on the hanger are distinctly lit with narrow beam spotlights from two directions to create sharp shadows and a dramatic feeling.
The spotlight, aimed at the logo, is placed a short distance from the wall to get as narrow light distribution as possible. Cove lighting positioned at the bottom of the wall enhances the dramatic feel.
The entire shop window is lit with narrow beam LED 3000 Kelvin, except for the spotlight aimed at the wood, which is 2700 Kelvin, to emphasise the warm feeling of the wood. The objective of the shop window is to highlight the brand values of Twenty Ounce Denim.
The display wall The container panels on the concrete wall compliment the other materials which create the raw and industrial feel of the shop. Cove lighting behind the container panels provides a “3D-effect”, enhancing the cool feeling of the concrete wall.
The merchandise is lit with high contrast with a narrow beam reflector. The custom-made, suspended ceiling fluorescents can be dimmed down to 50%, so not to destroy the aesthetic accentuated output that the spotlights create. To avoid people passing by the shelves without seeing the lower parts, this section of the shelves has been equipped with an integrated linear LED 3000 Kelvin.
The luminaires are designed to suit both the shop and club environment. They share many of the same traits as those used in the theatre or stage, where relatively large spotlights are supplemented with barndoors to make the light distribution narrower and more exciting.