Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
Photo: Jeremy Bittermann Photography<br />
Online retailers can make upgrades to their virtual stores at any time, but that luxury disappears<br />
in the brick-and-mortar world. When Solestruck, a boutique online shoe company,<br />
opened their flagship store in Portland, OR, the owners hired Biella Lighting Design to conceptualize<br />
the lighting scheme for their first permanent space. Biella founder Ella Mills applied<br />
a “shop-dark” concept to the store, where bands of light juxtapose sleek black walls and<br />
illuminate the merchandise. High-CRI, 3,000K sources maximize color consistency and create<br />
an aesthetically pleasing general glow.<br />
The design approach differed from typical retail lighting projects because of the venue’s dual<br />
purpose as a store and a place for events such as product introductions and fashion shows.<br />
“The space has more of a nightclub atmosphere. It’s fairly dim and there’s multiple-level<br />
switching so the client can create a really dramatic atmosphere by turning certain lights off.”<br />
Despite the nightclub effect, the shoes still reign supreme. “The merchandise is definitely still<br />
the brightest within the space.”<br />
Solestruck<br />
Indirect linear pendants highlight<br />
the building’s exposed wood and<br />
provide ambient light.<br />
The central display column is<br />
illuminated by T8 strips with gel<br />
sleeves that subtly dim the light.<br />
Merchandise is lighted by four<br />
rows of LED tape fi xed beneath thin,<br />
translucent perimeter shelves.<br />
ANATOMY OF AN AWARD<br />
Samantha Schwirck<br />
IES Illumination<br />
Award of Merit<br />
26 August 2014 | LD+A www.ies.org
Change language