Project Overview
Optus’ flagship store in Sydney is their first-ever experimental store. The digital megastore features the latest in technology and is designed to allow customers to fully immerse themselves in new technologies and a space that represents the future of smart homes.
Effective retail design practice - whereby all elements which may persuade consumer interaction, buying behaviour or how shoppers assimilate with the brand - had to be considered. However, the client didn’t want a standard retail lighting solution. So, while conventional solutions had to be disregarded, the lighting still had to have an impact on influencing consumer behaviour and the overall appeal of the space.
Through immersive lighting, our role was to create an environment that allowed consumers to feel part of a new-wave telco store. This was achieved by focusing on perfecting the merchandise design illumination and concentrating on light in the space (as opposed to any individual luminaire). This allowed the lighting to be fully integrated with the interior architecture and to work in unison with the collaboratively developed, customised, merchandise displays. This approach ensured the product was engaging and clearly highlighted to the shopper.
The lighting also needed to enhance the interior architecture and products, without distraction. Thoughtful layout of the luminaries created subliminal wayfinding to guide the shopper through the space towards each in-store experience.
Integrating a Dynalite control system allowed versatility for all scenarios. It ensured the merchandise was always the hero and allowed light levels to be controlled as daylight transitioned throughout the store
Project Commissioner
Project Creator
Team
Adrianna Barr - Lighting Designer
Lauren King - Lighting Director
Project Brief
The client’s brief was completely unique. They wanted their new experiential store to capture the essence of a modern American loft, demonstrating comfortable living that works cohesively in connecting individuals with exciting “Yes” moments.
As the store is not a standard store, a standard retail lighting solution was not going to be adequate. The lighting needed to enhance the personalised experience through a home-like environment and guarantee high product engagement. This meant integrating the lighting within the architectural space.
Delivering a lighting solution that was not only integrated but also enhanced the store and merchandise within became a key component to achieving the brief. Accomplishing this - while enticing the public to become deeply immersed in the space - drove an even greater, more ambitious, design. Lighting solutions had to be inviting and encourage long visits while unifying the interior elements to subconsciously guide the public through the large space.
The store located on George Street in the heart of Sydney needed to stand out from the other retail stores in competition nearby. It had to reflect Optus’ modern telco status while achieving longevity through quality fixtures and timeless styles.
Project Innovation/Need
As a pivotal element of the immersive, high-tech store, the lighting design at Optus is innovative, future-focused and functional. It provides a fully integrated lighting solution, one that works alongside the architecture and interior elements of the store to evoke brand awareness at a subconscious level.
The purposeful lighting scheme makes the store appear approachable while enhancing the perceived value of the merchandise. The design also heightens Optus’ credentials as a market leader in innovation while affirming their promise of delivering “Yes” moments.
Through a unique approach to lighting we endeavoured to make everyday objects stand out and look attractive. This is achieved by custom joinery and original merchandise design illumination.
Smart phones and tablets possess highly reflective screen, a lighting strategy was devised to eliminate any harsh glare emitted by any merchandise lighting. This was done by utilising diffused transmission light sources within the custom cabinetry. Care was taken to insure the joinery lighting was set at a lower output than the screens on display to insure the two separate light sources were not competing. The same light boxes also prompt consumers to focus their attention on the product - highlighting their finer details.
As the space is designed to be a retail store and a meeting place the lighting requirements for each zone differ. The various zones include merchandise illumination, POS, lounging and study. Despite the unique lighting requirements for each area, the lighting schemes balance each zone to seamlessly transition between spaces and create a cohesive interior.
Design Challenge
1. The store had to be a visually stimulating and full sensory experience. Our challenge was ensuring the displayed merchandise was part of that experience and captured people’s attention. This was achieved by using feature lighting to create depth and visual interest, employing a visual hierarchy of ambiance and installing illuminated joinery.
2. An intuitive and easily understood wayfinding system was critical to the store’s success. The system needed to be visible when the store was full and encourage shoppers to move and interact freely across the entire space. By running a recessed track-fitting across the ceiling we succeeded in directing shoppers through the ground floor and up the staircase - promoting a clear path for traffic to flow without impediment, even when busy.
3. With so many screens on display glare control was challenging. Careful lighting placement and luminaire selection controlled. The reduced glare lighting solutions also make customers feel comfortable - thus spending more time in-store - while positively contributing to staff well-being to improve efficiency and productivity.
4. We faced limited design development time and tight turnaround times for construction, particularly with numerous custom pieces to deliver. Close coordination, communication and partnerships with multiple manufacturers ensured the project was handed over on time.
5. Cabling and security items were built within the joinery units to overcome the problem of unsightly details and ensure there was enough space for the luminaire componentry to be installed.
Sustainability
Through a minimalistic approach and careful calculation and placement of each LED luminaire we were able to ensure the space was effectively illuminated while ensuring energy efficiency.
Additionally, a Dynalite control system allows the lighting to be controlled to support a reduction in the overall energy consumption of the store.
Custom luminaries, including the large feature pendants and suspended track system, as well as the illuminated joinery, were assembled in Australia. This helped to reduce the carbon foot pint of the project.
All dominate luminaries within the store have a CRI of 90+ to allow for true colour rendition of the merchandise and interior finishes. These luminaries have a lifetime of at least 50,000 hours. This makes them economically sustainable and formed part of our approach to improving the environmental impact of the store over the longer term.
Lighting Design
This award celebrates creative and innovative lighting design or effects in indoor or outdoor spaces.
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