DDi - August 2011 - (Page 40)

40 | Right Light White and red all over Verona Vibe brings brand color to the next level with a cost-efficient but daring lighting plan By Vilma Barr hen Verona Vibe, an eight-store shoe and accessory mall chain in the greater Montreal area, decided to enter Les Galeries de Hull in Gatineau, Quebec, Canada, with a 1,000-sq.-ft. space, a bold, daring design strategy was not initially on the agenda. But, Robert Ruscio of Montreal-based Ruscio Studio added a few additional incentives to get his client to try an aggressive design approach. “Les Galeries de Hull is an 80-boutique center that caters to a fashion-savvy market, so we needed to stand out from the crowd,” Ruscio points W out. The brand, Ruscio determined, needed an exponential leap in communicating an au courant, can’t-be-missed visual image. With options for strong architectural statements limited by the store’s typical shopping center rectangular footprint, Ruscio pulled out all the color stops and hit the “red” button. “The approach was to make the Verona Vibe store interior literally own the color red—flooring, walls, ceiling, logo—all red,” Ruscio explains. “This will make it impossible for anyone to walk by the store and not notice it.” The next challenge was lighting the store to highlight, yet not overwhelm, the bold, red interior. The store’s cost-efficient lighting program utilizes four basic luminaires: two recessed styles, a concealed accent fixture and one ceilingmounted fixture. The lamps that were selected have color temperatures that make the light they emit allow accurate renditions of the red hues used throughout the store. Spaced along the top of the white front entrance frame are six black-outlined recessed multi-light fixtures, each fitted with two 70-watt CDM (ceramic discharge metal halide) lamps, rated at 3,500°K. Inside, a double row—in the center of the space, and above the built-in fivelevel wall shelving—is recessed into the length of the store’s 11-ft.-high ceiling. For contrast to the all-red interior, the inside of the shelving units is brightly illuminated by vertically installed T-5 3500°K fluorescent lamps. Following the curve above the 20-ft.-long feature wall is a band of downlights, with their 70-watt, PAR 30 lamps beamed at a 25-degree angle onto the products on display. Four ceilingmounted luminaires, each 24 in. in diameter, have brushed-satin metal exteriors. Reflective white interior surfaces give added visual emphasis to the 70-watt ceramic arc metal halide lamps. Combining this cost-efficient lighting plan with a daring design statement, Verona Vibe stops passersby in their tracks—and invites them in to explore. To e-mail this article, visit www.ddionline.com/magazine. | Photos: Elizabeth Martel for Leeza Studio, Longueuil, Quebec, Canada August 2011 www.ddionline.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - August 2011

DDi - August 2011
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Channel Focus: Green
Express
Visual Trends
Big-impact visualShopping with Paco
Store Windows Showcase
Visual Products
Right Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - August 2011