Solo, one of Sweden’s most well-known jeans brands incorporates vintage influences to illustrate a genuine denim atmosphere in their shops.
Industrial lamps, brick walls, iron hooks and mahogany displays – when entering a Solo shop you travel a few decades back in time. Particularly if you take a close look at some of the carefully worn out accessories around the store.
Emphasis on natural material
The new concept, developed by Solo's in-house department, has a heavy emphasis on natural material such as wood, concrete and copper. The interior design is deliberately lighter at the far end of the shop where the women’s fashion is displayed, creating an impact, which has a more androgynous feel in this section.
In one of Scandinavia's largest shopping mall
Amongst the latest of Solo's openings was in Emporia, one of Scandinavia’s largest shopping malls. This particular shop was not only furnished with the latest interior concept, it was also the first one supplied with a totally LED solution. Consequently, the lighting concept was brand new and included a large amount of integrated lighting in shelves and displays.
Varner Group, the largest player in the Norwegian textile retailing trade, owns the Swedish retail brand Solo. Currently Solo has eleven stores in Sweden, supplying men and women with high-quality brand jeans and other clothing.
Sebastian Hellström, Operative & Marketing manager at Solo, explains that it was important that the lighting enhanced the essential parts of the shop. The light levels should be soft and comfortable while the luminaires should be concealed as much as possible.
Moderate light levels
The aim was to enhance the interior and at the same time make the displays blend in with the merchandise itself. Integrated LED was used in the shelves, from higher to lower levels, to help the customer recognize products further down in the displays.
One of the client’s requirements was for the accentuating spotlights to be seen as little as possible. This was accomplished by installing the track-mounted spotlights above the widespread iron cluster in the ceiling.
Another challenge was to produce satisfactory light levels. The lighting solution provided was designed to create contrasts while maintaining a moderate light level in the shop.
In terms of ambiance the shop was divided in two sections; the back area where there were brighter light levels and the wooden interior area, were they were more dimmed. This method created two different atmospheres that fused together really well.
Total LED solution decreased energy use
In summary this total LED solution achieved the desired effects and complemented the elaborated interior concept. The lighting did not only provide a perfect ambiance, it decreased the energy levels to 23–24 W/square meter in comparison to a metal halide solution where it would have been approximately 33–34 W/square meter.