Case study Deichmann shop

Location Philips Lighting Werretal-Center, Bad Oeynhausen, Germany AmbiScene for shops SceneOn, MASTERColour CDM Elite

 The lighting design supports our concept and makes the shopmore attractive. Customers step into a modern store with a pleasant atmosphere, and individual display areas are clearly highlighted.
Wolfgang Turrek, construction and project leader at Deichmann

Enhancing store ambience andlayout with light

Fast facts
Client Deichmann Project/location Werretal-Center, Bad Oeynhausen Luminaires and lighting controls SceneOn lighting system, Fugato downlights, SmartForm recess-mounted luminaires; Multidim with touch panel Light sources MASTERColour CDM-TC Elite 35W, CDM-T 35W, CDM-T 70W, MASTER TL5 Lighting application support Uwe Selter and Sonja Kttler (Philips) Lighting effect Flexible lighting and accent lighting

Background
In 1913 Heinrich Deichmann founded a shoe factory in Essen-Borbeck. Today Deichmann employs over 26,000 people, making it Europes largest shoe retailer. It boasts over 2,300 branches, which sell goodquality fashionable shoes at affordable prices. Inside the store, the various customer groups are targeted specifically with different offers, which can be found concentrated in individual themed display islands. The different customer groups are targeted with specific offers, which can be found on individual themed display islands.

The flexible SceneOn lighting system is made up of individual modules specially customised for Deichmann. This made it possible to highlight the individual themed display islands. In keeping with the Deichmann concept, warm-white light is used for the accent lighting so that these specific areas stand out from the rest. Adjustable downlights illuminate the shelves. They are aimed precisely so that the bottom shelves are lit effectively and every shoe is clearly visible. Asymmetric wall-washers light up the walls in a uniform manner from top to bottom. Here too, energy-efficient lamps are used. In the childrens department, SceneOn modules with dynamic RGB lighting create a changing play of colours that ensures that the little ones feel at home. This eye-catcher further enhances the brightly coloured range of childrens shoes.

The challenge
Deichmann wanted a bright, friendly lighting atmosphere with distinct highlights. All shelves had to be illuminated uniformly to show off the merchandise to best effect. In addition, the aim was to simplify installation and reduce maintenance whilst at the same time providing a more energy-efficient solution with low operating costs.

Benefits
The lighting design solution has given rise to a modern and friendly atmosphere in this new Deichmann store. The various sections are clearly delineated, creating individual areas of interest. Deichmanns entire range of shoes even those on the bottom shelf are displayedto best effect. With its design and energy efficiency, the SceneOn flexible lighting system won over the customer.

The solution
A combination of round Fugato downlights and square SmartForm recess-mounted luminaires provides neutral-white general lighting. Thedownlights are fitted with energy-efficient MASTERColour CDM-T Elite 35 W lamps with a high luminous efficacy. The flat SmartForm luminaires fit in well with the ceiling architecture and offer a very high level of efficiency.

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