Retail showcase lighting

The right light for showcases 5Spotlight on lightBP de Silva Jewellers 9Georg Jensen Jewellers 12Designing showcase lightingDesigning lighting 15Roblon Lux Calculator 15Light generator placement 16Fibre harness integration 17Solutions and servicesProducts 18Featured projects 18Online services and support 20PAGE 2-3

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An integrated Roblon fibre optic solutiongives you absolute freedom to designany kind of lighting for any kind of displayitem in any kind of display case in anykind of retail store. At the same time itgives you absolute control of everytiny detail and nuance in colour, shadowand light.The Roblon light generators ensureprecision colour temperature control, whichmeans the lighting can be balancedperfectly in relation to the display. There isvery high colour rendering for the fullcolour spectrum, with CRI values above 90being typical.Concealed lenses in Roblon fittings meanno glare from light points and no reflectionson any case surfaces, even glass. The lightcan be controlled with millimetre-precision,which means light never strays.Light fittings are inside the cabinet, notoutside. This means there is no distractingglare on the outer glass surface or aroundthe showcase. There is only precisioncontrol of light, shadows and focus inside thecase and on each individual item on display.Many fittings can be run off one singlelight source, creating multiple points of lightwhich can be cast in many directions insidethe case. This can be used to create animmense sparkling effect which brings outevery facet of every individual item ondisplay.General wash and precision accentlighting can be perfectly balanced in thesame case and even run off one single lightgenerator. This means that the perfectambience can be created for the overalldisplay while individual light is cast preciselyto enhance even the tiniest of details onindividual items in the same case.’It was obvious which was thedisplay case with fibre optics.Under fluorescent light, thediamonds had looked a bit pink.Now the rocks looked nice andcrisp and white. The diamondslooked like they were on fire.’Dan HaydtPresidentVisual Lighting TechnologiesCalifornia, USA

’We have been designing displaycases since 1836. We have anobligation to meet very highstandards. Roblon’s performancemeets those standards.We have the same feeling aboutquality and the same flexibleattitude. I am glad we recommendeda lighting company that was goodfor us and good for the client.’Till HahnManaging DirectorGlasbau HahnFrankfurt, GermanyPAGE 6-7

Cold light means perfect conditions forin-case temperature and humidity control.No heat in the showcase means no heatto damage or to dry out precious displayitems. And no heat means no air circulation,which means no dust circulation. Thecabinet interior stays clean and the displaystays dust-free, which minimises the need toopen the case for cleaning.No infrared radiation and no ultravioletrays are emitted. Absence of UV rays ensuresthat precious and valuable items areprotected. Absence of IR radiation removesthe risk of heat exposure and reduces theneed for noisy, energy-consuming airconditioning.There is only one point of maintenance,and it is always outside the cabinet’s displayarea. The light generator is completelyhidden from view yet easily accessible. Ithas one single lamp, which means very littleand very easy maintenance. No specialexpertise is needed, so any member of staffcan easily change the lamp.’With the fibre optic solution,there was no heat, no in-casemaintenance and only one lightbulb. When you have hundreds ofthings perfectly arranged in adisplay case, you really don’twant to go mucking about in thecase again.’David GrillLighting DesignerDavid Grill AssociatesNew York, USA

Roblon’s very discreet fittings rangein size from small to simply tiny, whichmaximises space in the in-case display area.They blend elegantly in, even in all-glasscases. So the lighting technology goesunnoticed and the entire focus is on themerchandise.The unusually flexible functionalitybuilt in to Roblon fittings means that lightfocus and beam angles can easily beadjusted, focused, directed, readjusted,refocused and redirected any time. So anytime the display is changed, the lightingcan easily be changed too.Exceptional design emanates from everytiny detail in every fitting, which means thatevery fitting visually matches the high qualityof the highest quality merchandise.Customisable fittings and customisablesolutions mean that any kind of light can bedesigned to suit any kind of product, anykind of showcase, any kind of interior designand any kind of retail store.PAGE 8-9

‘Other lighting couldn’t do thesame job. Conventional lightingis not focused, it doesn’tspotlight the product like this.When I want to promote jewellery- a diamond, a very smalldiamond, perhaps - then I wantto spotlight it. I want to showit off, to bring out its best.I want to make sure customerssee it and to create desire intheir hearts.’Lawrence Han, Lighting SpecialistKrislite, SingaporeWhen young Balage Porolis de Silva leftCeylon for Singapore in 1872, he possessedonly ‘an iron will and a few precious stonestucked next to his heart’.Today, authenticity and an impeccableeye for detail are his legacy at BP de SilvaJewellers, which serves international royaltyand distinguished customers at stores inMalaysia, Sri Lanka and the legendary RafflesHotel in Singapore.Mr. BP de Silva was one of the firstjewellers in the world to offer a guaranteeof satisfaction and his philosophy of honestyand high-quality craftsmanship remains truetoday, says Serene Cheah, manager of theRaffles Hotel store.‘Our clients trust us because we havebeen creating beautiful jewellery for over135 years,’ she says. ‘This is our greatestlegacy. By owning a piece of jewellery fromBP de Silva, our clients become part of thisprofound legacy and naturally these jewelsbecome heirlooms for the next generation.’The founder’s quest for perfection is carriedon today by a handpicked team of artisansfrom Switzerland to Singapore.‘All good designers must have a passion fortheir chosen field,’ says Richard Chan, ChiefOperating Officer for BP de Silva.‘In the case of jewellery, the designer mustunderstand jewellery trends and, becausegemstones are small in nature, have an eyefor detail.’An eye for detail is also crucial to thedesign of BP de Silva stores and showcases.Corporate design standards must be upheld ina way which is functional and attractive butwhich doesn’t overshadow the jewellery.‘Lighting is very important for visualpresentation,’ says Serene Cheah. DiscreetRoblon Light Tube fittings for niches andshowcases are consistent with BP de Silva’s

image as an upscale, high-end boutiquejeweller, she says. The jewellery isshowcased in true colour and, becausethe light generates no heat, it is ideal forprecious gems.‘Hassle-free maintenance and hiddenwiring give the boutique an overall sleek andprofessional image,’ she adds. ‘Fibre opticsis a wonderful concept for jewellery or anyother high-value items.’Strong, clean, true-colour lighting with novisible wiring is an important consideration,says Richard Chan.‘Overall, a successful sale is a result ofmany factors such as company image,merchandise quality and design, competitivepricing, staff professionalism and a conduciveshopping environment which includes thebest lighting system.’A relaxing shopping environment isimportant not just to BP de Silva but toits customers. ‘At the end of the day, ajeweller sells jewellery. We only offerquality merchandise, and we always wantour customers to have a memorable shoppingexperience.’PAGE 10-11‘Roblon lighting is aninvestment in sales. There’sno need to open display cases,there’s no replacement of bulbs,and nobody needs to touch thejewellery. And there’s noheat. Customers get annoyedif it’s too hot. Fibre opticsmake sure the customer is verycomfortable. If they’re notcomfortable, they hurry along.And if they hurry along, thenthey are not lingering to buysomething.’Lawrence Han, Lighting SpecialistKrislite, SingaporeFL 150-3 BAll products used:pages 18-19

‘This solution is simple yeteffective. We could achieve thekind of object light that noother kind of lighting provides.The cabinets are small, LightTube is simple and the lightis consistent. The design andcorporate requirements were thesame for BP de Silva’s Penang andRaffles stores, but the showcaseswere different. Roblon’sspecifications held true. It wasquick and easy to get exactly thesame light in both stores.’Lawrence Han, Lighting SpecialistKrislite, Singapore

Light TubeConjuring up an entire universe of Nordicmountains and water and light in less than240 m² of retail space is quite a feat.Making sure that the most discreet littlediamond in the same space outshines all thatNordic grandeur is an even greater one.Scandinavia’s striking landscape inspiredPritzer Prize-winning architect Tadao Ando’sdramatic interior for Georg Jensen onBeverly Hills’ most famous shopping street.‘Being on Rodeo Drive among the mostluxurious brands is a fantastic opportunityfor Georg Jensen,’ says Renaud Manceron,Senior International Visual MerchandisingManager at the Danish jewellers.‘Surprising customers with a one-offconcept by this great Japanese architect wasa key element in differentiating ourselves,in being recognised and admired as a greatScandinavian design brand.’‘We wanted to be different, to make astatement. We wanted to make sure peoplewere astonished when they walked in.’The architecture ensures that GeorgJensen’s own jewellery astonishes too,and that the jewellery is always the mostimportant thing in the room.‘The design is very organic and fluid,’ saysRisa Misawa, Store Manager. ‘It’s like thejewellery is floating in water.’The iconic jewellery is showcased in 48surprising display cases, custom-made in acollaboration between Tadao Ando, GeorgJensen, Swedish-based shopfitters M2 andDanish-based Roblon.Inspired by solid blocks of ice, they areacrylic ‘because it is totally transparent,more so than glass’, explains MikaelSvenungsson of M2. Absolute transparencywas further ensured by making them sealedand frameless with an innovative elevationmechanism which raises the hood 30 cmwhen you need to take jewellery out.‘The cases are very small and there is onlya small amount of jewellery in each,’ saysMr. Svenungsson. ‘That meant the lightshad to be really, really discreet. You can’thave a big lamp in the corner of a small andcompletely transparent unit. You wouldn’tbe able to see the jewellery.’‘It was also a difficult lighting challengebecause of the elevation, because suddenlythe jewellery is moving around and thereare engines and pistons going. We couldn’tAll products used:pages 18-19PAGE 12-13‘Most of the time, peopledon’t actually realise thereare lights in the showcases.The design allows thejewellery to be there in itspurest form. Nothing disturbsthe jewellery.’Risa MisawaManagerGeorg Jensen Rodeo Drive

have lighting cables getting tangled up in themechanism.’A customised Roblon fibre optic solution wasthus chosen, with four tiny corner fittingsin each showcase, no visible cables, andno need to ever do maintenance inside thesealed blocks. Unlike Ando’s store design andthe beautiful jewellery, the lighting goes,therefore, quite unnoticed.‘Georg Jensen jewellery is wearable art,’says Risa Misawa. ‘The lighting puts thefocus on the jewellery, on the watches, onthe silverware. Every piece is different andthat allows us to tell a story in every displaycase.’‘The whole store is an amazingphenomenon. Three cultures meet and theidea is minimalist. Rodeo Drive is knownfor being very ostentatious but this is verydifferent. People get drawn in by theaesthetics. They walk in and they just say‘oh my goodness’.’

‘The small details are crucial.Customers are going to compareus with competitors, so wecan’t do things by half. Theyhave to see quality, not justin the jewellery but in thewhole store. The small detailsmatter.’Renaud ManceronSenior International VisualMerchandising ManagerGeorg JensenPAGE 14-15‘We couldn’t have done thiswith LED. The lights had tobe really, really discreet.Ideally, we needed a lightingsolution with light but nolamp.’Mikael SvenungssonCompany ownerM2 ShopfittersRydöbruk, Sweden

700 lux0.70.60.50.40.30.20.10.00.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8Designing lighting2000luxThe best lighting effects are usually achievedwhen the in-case light level is 3-5 times thelevel of the surrounding ambient light. Theoptimum lux level depends on ambient lightlevels and on how daylight affects the room.In retail situations, the best lux level willtypically be in the 1200-2500 lux range.100 100 100 100Roblon fibre harnesses give maximum lightefficiency. They are randomised forunrivalled uniformity of light, whichensures that lighting is absolutely constantat all points throughout a showcase.Highly functional fittings which can be tilted,focused and adjusted with millimetreprecisionensure that accent lighting isrigorously precise, bringing out the tiniest,finest individual details of each separatedisplay item. With an integrated Roblonsolution, general wash and precision accentlighting can be perfectly balanced in thesame case and even run off one single lightgenerator.The right colour temperature can alwaysbe achieved and precisely fine-tuned bycombining Roblon light generators and CTCfilters in various ways.Roblon fittings, fibre harnesses and lightgenerators are combined in one integratedsolution. Considerations when designingdisplay case lighting include the bestplace to hide fibre harnesses and lightgenerators, ventilation requirements forthe light generator compartment, and therecommended fibre bending radius.Fittings can be combined variously in onesolution. Adjustable and tiltable fittings giveprecision light control. Concealed lenseseliminate glare. Fittings can be placed at themost optimal location within the case andlight beams can be adjusted with absoluteprecision, so light and shadow can beminimised and maximised as desired.LUXThe Roblon Lux Calculator is a uniquesoftware programme with which you cancustomise lighting solutions and calculateprecise lux values, beam angles and beamdiameters in a matter of seconds.It takes just another few seconds to print yourcalculations and to save them electronicallyin files that can be emailed to colleaguesand clients, and also imported back intothe Lux Calculator any time.Your calculations can also be saved asIES files that are compatible with otherprofessional light planning and 3D designprogrammes including DIALux and Visual.Roblon Lux CalculatorRoblon Lux Calculator is a free programme thatcan be downloaded from www.roblon.com.

Light generator placementLight generators produce heat. Correctventilation is therefore very important,particularly for generators in closedcompartments.Closed light generator compartmentsare air-tight, which means there mustbe enough space to allow natural heattransmission through surfaces. Surfacesshould not be insulated. The air volume(m³) must always be as recommended.In compartments where the air volume islower than recommended, the thermalrise of hot air is utilised to remove heatso that it does not recirculate inside.The hot air must be directed towards anoutlet, preferably via a flexible tube.Heat is removed via cabinet and airgrilles. A fan can be installed if additionalventilation is required.In exceptionally small compartments, thelight generator must always be directlyconnected to the outside. Air intake andoutlet must be separate. Heat is guidedout of the compartment through a flexibletube. It can exit via a louvred grille.Particularly in small compartments,air flow conditions should be tested inadvance.There is minimal noise or vibration froma Roblon light generator, and any residualnoise or vibration can be further reducedby fitting a sound-absorbing material tothe compartment’s inner surface or to aplate underneath the generator. Soundinsulation conserves heat, so testing isrecommended.Generators must be easily accessible sothat fans and filters can be dusted andlamps changed effortlessly. Electricalexpertise is not required to change a lampor a filter. Air filters must be checkedand cleaned regularly. Service manualinstructions must always be followed.PAGE 16-17’LED has a life time of30,000 hours but then youhave to change every lightfitting, which can be comparedto replacing the entireinstallation. As LED is not afully-developed technology,you can’t be sure you will getthe same light and colour withreplacement fittings. Withfibre optics, you only haveto change one central bulbin a light generator that’ssupplying lots of light points.It’s simple to change onebulb, and you get the exactsame light and colour. Andonce you’ve changed the bulba few times, you’ve surpassedthe life time of LED withouthaving to change the entireinstallation.’Jesper KongshaugLighting DesignerCopenhagen, Denmark

Fibre harness integrationRoblon fibre harnesses can be run, unseen,through cabinet cavities, through wall, flooror ceiling cavities, and through track casing.Roblon fibre optic lighting solutions arehighly customisable. They can be integratedretrospectively into existing display cases orinto new cases during the design phase. Theycan be seamlessly integrated into displayniches and into table-top, free-standing,built-in and wall-mounted display cases,regardless of case size, shape or material.The bending radius depends on the fibredimensions and whether PMMA or glassfibre is used. The exact bending radiusfor any given fibre can be looked up inRoblon’s main catalogue, available onwww.roblon.com.Roblon fibre harnesses are subject to thehighest quality control. For example, everysingle Roblon PMMA fibre is individually testedbefore being released from the factory.When designing lighting, Roblon recommendsthe use of a prototype in order to test underrealistic conditions.The integrated solution is delivered ready forinstallation. Electrical skills are not requiredfor installation or maintenance.

The freedom to design, define and control lightAvant-gardeJewellery TubeCleverly designed to blend completely in withany given surface. Exceptionally well-definedlight beams and flexible functionality forfine-tuning light. 360° adjustable. Glarefreelens. Choose wide, medium or focusedbeams. Ideal for meticulous lighting: createa row of millimetre-perfect light spots orarches; or cast light exactly where you wantit on a table, along a wall, through a room, ina display case.Casts high-intensity showcase light withabsolute precision and absolute flexibility.The slim, discreet design in exclusive finishesand colours ensures that full focus is on thedisplay items, even in the lowest, smallest,all-glass case. 360° adjustable. Tilts 35°all around. Choose wide or focused beams.Choose to illuminate the whole case, or lightobjects of different types, sizes and heightsindividually. Ideal for lighting precious gemsand jewellery.NovaLight TubeA skilful series of downlights with a uniquedimple feature for sharp tilting. 360°adjustable. Tilts 35° all around, and up to50° at the dimple point. Pioneering buttonsystemlets you freely adjust and lock thebeam tilt and dimple point. Choose large,medium or uniquely small fittings. Choosewide, medium or focused beams. Ideal forillumination on walls, in niches and in displaycases.Casts light elegantly downwards in displaycases. The slim, discreet design ensures thatfull focus is on the items displayed. 360°adjustable. Even in the lowest, smallestshowcase, it illuminates objects precisely.Choose to illuminate the centre of the case,or highlight several objects individually.PAGE 18-19Featured projectsGeorg Jensen JewellersRodeo Drive, Beverly HillsLos Angeles, California, USAwww.georgjensen.comLight Tube Custom Ø6 fittings (0320 0035)FL 2002 B 75W US light generators (0121 0011)Roblon PMMA Ø4.5 mm (5200 0552)Lighting distributor: www.visual-lighting.comPhotos: Tom Bonner, CaliforniaPages 1, 12-14BP de Silva JewellersRaffles Hotel, Singaporewww.bpdesilvajewellers.comLight Tube Custom Ø5 fittings (0320 0025)Light Tube Custom Ø6 fittings (0320 0035)FL 150-3 B light generators (0161 0000)FL 2002 B 100W light generators (0121 0000)Roblon PMMA Ø3 mm (5200 0551)Roblon PMMA Ø4.5 mm (5200 0552)Lighting distributor: www.krislite.comPhotos: Rory Daniel, SingaporePages 3-6, 8-11Birgitte Munch JewellersFrederikshavn, Denmarkwww.birgitte-munch.dkXPO Conduit (0600 0100)XPO Light Points (0600 0200)XPO Optical Head Focus (0600 0350)XPO Optical Head Medium (0600 0351)FL 150-3 B light generators (0161 0000)Roblon PMMA Ø1 mm (5200 0524)Roblon PMMA Ø4.5 mm (5200 0552)Photos: Ejgil Lihn, Skovdal & Skovdal, ÅrhusPages 7-8

XPONoteOne lighting system, multiple lightingsolutions. Choose discreet light points tocreate wash lighting. Choose optical headsto highlight specific objects. Or choose tocombine both on one conduit. Choose lightbeam angles, conduit finishes and lengths.Tilt fittings in multiple directions and adjusttheir focus as often as you want.Precision light, beautifully wrapped in asimple, subtle design. High light efficiency.Choose between medium, wide, asymmetricand diffuse light. Choose between miniature,medium and large fittings. Ideal in niches anddisplay cases and also for room lighting.Bebop FL 150-3Ingeniously designed to transform swiftlyfrom recessed to raised. When recessed,blends completely in with any given surface.Any time you want, without using tools,pull the optical head out and position itwith millimetre-precision. Available withadjustable focused, medium or wide beamsand a glare-free lens. Ideal for galleries,museums and retail outlets where displays,designs and moods change.A uniquely compact, very durable and veryquiet light generator. High light efficiency.Extremely long lamp life. Very easylamp exchange. Easy handling. Speciallydesigned for showcase lighting. With a widevoltage range and multiple internationalcertifications, this one generator can be usedanywhere in the world.See the full range of Roblon fittings on www.roblon.comDesigned for Roblon by Schmelling Industriel Design: Avant-garde, Bebop, Jewellery Tube, Note, Nova and XPO

Roblon A/SLighting DivisionNordhavnsvej 1PO box 1209900 FrederikshavnDenmarkTel: +45 9620 3366Fax: +45 9620 3396info@roblon.comwww.roblon.comRound the world, round the clockUp-to-the-minute product information and documentationis always available on www.roblon.com· Product features· Product functionality· Product photos· Data sheets· Dimension sketches· Beam angles· Mounting instructions· User manuals· Compatible accessories· Spare parts· Roblon Lux Calculator· Roblon distributors in over 40 countriesSee the full list of Roblon distributors worldwide onwww.roblon.com© 2008, Roblon A/S