Display & Design Ideas - June 2009 - (Page 42)

42 | Right Light Above: Color-changing LEDs beam on the surface of a three-screen video wall located at the Sony StyleComcast Labs in Philadelphia. Opposite page, left: Located on the lower level of the new Comcast Building, three storage spaces were turned into retail stores and customer service centers. Opposite page, right: Lighting was designed to meet the challenges of low ceilings and shallow interstitial spaces. The co-branded Sony StyleComcast Labs concept brings two strong brands together in Philadelphia By Vilma Barr, New York Editor ommuters passing through busy Suburban Station in Philadelphia’s Center City district can now add another stop on their schedule. In the lower level of the adjacent Comcast Building, a new 3,000-sq.-ft. retail complex at 17th Street and JFK Boulevard is displaying and demonstrating the premier products and services from both Sony and Comcast. Colorful posters in trains that transport 100,000 passengers to the terminal during the workweek carry the message: “Sony StyleComcast Labs…Above the Expected, Below the Building.” Previously used for storage, three separate spaces within the Comcast building were transformed into retail stores and customer service centers, located at the base of the curved staircase leading from the building lobby. “This is our first cobranding project,” says Christine Belich, vice president executive creative director, Sony, which currently has 40 retail stores. “Philadelphia is Comcast’s headquarters, and by linking with Sony products, it makes it easier for the customer to recognize the benefits offered by both.” She points out that the project didn’t start with an ideal floorplan, working with three separate spaces that needed to function as a unit. Belich and architect Mitchell Kavanaugh of Toronto-based Kavacon Inc. decided on a plan to visually link them with open store fronts featuring bright lighting spilling out onto the walkway, and with a video wall accented by a color-changing LED system. Kavanaugh had to plan the lighting to compensate for the low ceiling height in the space because of equipment for HVAC, water and other building systems. “It was a real challenge,” he says. He coordinated the illumination program with Ron Doyle, vice president of business development for the Los Angelesbased office of lighting supplier Wiedenbach-Brown. Luminaires and lamps were selected for the 300-sq.-ft. camera area, the 1,000-sq.-ft. “Play Station,” and the 1,600-sq.-ft. concierge and home theater “Life Style” section. For wall illumination, directional fixtures from Amerlux Lighting utilize GE’s 20-watt ceramic metal halide (CMH) lamps. Juno Lighting fixtures supply ambient illumination with | June 2009 Photos: Xxxx xxxxx

Table of Contents for the Digital Edition of Display & Design Ideas - June 2009

Display & Design Ideas - June 2009
Contents
From the Editor
Newsworthy
Consumer Insights
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Marketing & Branding Super Section
Channel Focus: Cosmetics/Beauty
Liz Claiborne
Shopper Insights
Logos: Then & Now
Starbucks
POP Products
T&T
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank

Display & Design Ideas - June 2009

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