Sports Direct & USC, UK

Boosting the brand with light.

Project

Retail giant Sport's Direct and USC's flagship stores at Lakeside Retail Park in West Thurrock, Essex, needed a lighting face-lift. Designers The One Off and Brinkworth Design tasked Fagerhult with a lighting solution which would elevate the brands and revolutionise customers’ shopping experience. 

Result

Opened to the public in July 2018, the design of the Sports Direct and USC stores was extremely well received. Richard Collier, Creative Partner at The One Off, said:

"Fagerhult’s lighting design ideas, combined with a diverse range of lighting products and support services helped us to deliver the elevated Sports Direct concept with great results. Their innovative lighting solutions not only enhance the in-store user experience but also contribute some eye-catching design features."

Fagerhult’s creative lighting concept helped the brands boost customers’ retail experience and deliver a premium space for both Sports Direct and USC that highlights the stores’ enhanced range of products on display.

Solution

Fagerhult responded to the brief with a lighting design concept encompassing three of the company’s own brands: Fagerhult, LTS and Led Linear.

Fagerhult developed a bespoke concept that ensured the stores were not washed with light but instead focused on carefully chosen light temperatures and contrast. The clean lighting design helps draw attention to the product and enhance the customer experience.

The design team implemented creative solutions to add interest to the overall store design. These include a 18-metre-wide RGB LED feature wall, consisting of 200 individual lines RGBW LED strips. The strips are controlled by a DMX driver, which provides the store with flexibility to easily change its look and engage with its customers. Another compelling key feature is a wooden raft at the top of stairs, with a seamlessly incorporated 36-metre LED Linear Lyra fitting.

Changing rooms were a crucial part of Fagerhult’s brief and the designers paid careful attention to improving customers’ experience by creating adjustable lighting. Fagerhult’s tuneable White Pozzo large circular downlights, Ateljé Lyktan’s Blaze spotlights and Tuneable white tape were utilised in the fitting rooms, enabling customers to convey different looks and modify lighting conditions. Fagerhult’s concept includes four different light settings: ‘It’s Lit’, ‘Glow’, ‘Studio’ and ‘Natural’.

Throughout the store, Fagerhult spotlights are used for increased light quality and temperature. To complement these, LTS Licht Kanal fittings are used in both the USC and Sports Direct stores with large stand-out installations in the shapes of hexagons, chevrons and squares.