< PreviousSpecial Report commercialinteriordesign.com May 2022 40 D ubai-based lighting design consultancy Studio N created a lighting scheme for Moda by Nayomi, based within the Aziz Mall in Jeddah, KSA. The team worked closely with retail specialist Umdasch The Store Makers and product supplier Ansorg to develop a design concept called 'Girl in the City', which depicts a modern city scene in Saudi Arabia. Lighting design helps to bring this concept to life and deliver a more immersive experience for the customer. Light is key One of the key considerations of the design scheme was how light is used throughout the space to accentuate the merchandise on display. Quality of light is essential in a fashion setting because customers need to be given a true depiction of the product that they are purchasing. Light plays a key role here, as the colour rendering of a light source is what measures its ability to accurately reproduce the colour of an object. As a result, the team used an extremely efficient high-output LED track lighting with a high Colour Rendering Index (CRI) to bring out the colours of the fabrics and materials used by the designer. Refined and understated In addition to delivering the right quality of light throughout the store, the team juxtaposed layers of light to add character, enhance visual permeability and highlight key merchandising elements. Where possible light was integrated into the ceiling and walls to preserve the sleek Lights in the ceiling Lighting brings character and drama PHOTO CREDIT: UMDASCH Lighting up the city in Saudi CASE STUDY: STUDIO N – MODA BY NAYOMI IN JEDDAH, KSASpecial Report 41 May 2022 commercialinteriordesign.com Illumination is in-direct interior design aesthetic and allow an eye-catching circular design feature at the centre of the store to become the dominant focus of the space. At a high level, light has been carefully concealed in order to minimise the number of fittings on show. Track and spotlights are hidden within gypsum coves to ensure the overall visual effect remains both refined and understated. The spotlights themselves have a narrow beam that focuses light directly onto the merchandise and avoids any unnecessary light spill, while creating visual contrast between the circulation zones and product displays. Each fitting also has a deep reflector to ensure that there is minimal glare, which provides visual comfort for customers and in doing so elevates the retail environment. Undeniably original Simple lines of light are another key element of the lighting design scheme. Flexible LED strip lights were strategically concealed in coves around the perimeter of the store and within the ceiling, to add a layer of indirect illumination that enriches the ambiance of the space. The lines of light serve to highlight the intricate design detailing on the walls, whilst also drawing the eye through the store and encouraging customers to move through the space. This same lighting technique is also used in the inner circle of a stunning concentric design feature that forms a striking visual anchor in the scheme of the retail outlet. The outer ring of the feature houses recurring recessed spotlights that draw the eye to the centre of the store. The final effect is undeniably original and adds both character and drama to the store's overall lighting scheme. A circular design feature About the designer Studio N is an agile architectural lighting design studio in the UAE, launched in 2018 by award-winning lighting design consultancy, Nulty.Special Report commercialinteriordesign.com May 2022 42 PHOTO CREDIT: SFD* OPINION S ince the beginning of 2020, the world has been in a spin, encouraging the acceleration and reliance on online retail. The relatively new digital phenomenon allows architects and designers to reimagine the customer experience across the omnichannel environment. Clients have different expectations and use different devices and platforms to communicate for the same bricks-and- mortar outcome. It's interesting to see how gamifi cation, augmented reality, the use of metadata and ultimately the metaverse play a part in how architectural fi rms are beginning to show the world what is really possible. There are various elements that designers are excited about the future of technology. SUPERFUTUREDESIGN* (SFD*) keeps receiving invitations from clients to take retail design to the next level. The fi rm is excited about the fl ood of new concepts that are perfectly muddled yet in complete harmony to create a new design phase. In the new phygital world, technology is used not only behind the scenes to increase performance, but also to enhance the customer journey in the luxury environment. Going beyond design Architects are beginning to introduce features that were traditionally only seen in warehouses. For instance our HAL – Hyper Automated Line – actually pays homage The new customer journey in retail post- pandemic – how can good design help restore consumer confidence Opinion: Andrea Sensoli from SUPERFUTUREDESIGN* SUPERFUTUREDESIGN* created the showroom of modest fashion brand THE KAPESpecial Report 43 May 2022 commercialinteriordesign.com to Kubrick's '2001: A Space Odyssey.' It encompasses logistics, point of delivery, collection and distribution for the on-the- ground sales personnel, but we also gave it a bold physical presence to push it into the customer experience, right where the most of the human interaction happens. Architectural fi rms are beginning to go beyond all sense of design and logic. More and more, clients want to incorporate futuristic offerings such as dynamic façades and digital décor, which can be fi ne-tuned to enable powerful communication and create cohesive visual merchandising. The 'digital lounge': a dedicated space where users can sit, recharge and connect to their devises. However, it's here that the special arrangement of dynamic armchairs adds to the possibility of physical connection, also encouraging cross-selling opportunities. It's another example of how the concept pushes designers outside the box on a whole new level. There are no limits within the phygital realm: we could imagine walking underwater, through technology, or in an upsidedown world for kids. The fi nal mile The pandemic has caused a restriction on movement; this unprecedented period has allowed designers and retailers to experiment with technology to encourage customers back to the high street. One of the key reasons for the rise in e-commerce is the increased convenience of the entire purchasing process. The fi nal mile or hurdle is the delivery and return of the goods; the costs are prohibitive. Many fi rms simply let buyers keep unwanted products. Online shopping is also creating unmentionable waste from packaging and a larger than average footprint, because of delivery miles. Another downside is anonymity: consumers have no loyalty and would quickly use another brand, if they don't receive seamless service. This is particularly true for clothing retailers that face sizing issues, as they are the most signifi cant contributors to the returns pile. Brands are considering alternatives to streamline this process. Interesting Here's Andrea Sensoli standalone concepts like Helsinki's Posti Box combines fi tting rooms and hospitality elements alongside lockers, unboxing stations and recycling points. These forward-thinking projects show the need for more effi cient interfaces and the development of new physical typologies between customers and e-commerce brands, but yet there is a lack in identity, if it's true that brands are entities the customer feels belonging in. That's why the most important reason consumers return to the bricks and mortar is the human component: the ability to connect personally, not only to get advice, or touch and try on products again, but also for the thrill of being on stage. Meet the doppelganger Excitingly retailers can overhaul the entire experience by adding tech. We can push the use of radio-frequency identifi cation tags to a higher level, for instance associating them to Generative Sound: an interactive sound track that emphasises the shopping moments. Electromagnetic fi elds automatically identify items attached to a product. They can provide complementary clothing or homeware goods suggestions within the same range. Some brands are already experimenting with this exciting technology and placing it at the heart of the buyer experience within their stores. Technology is developing so quickly that there are likely to be doppelganger mirrors in changing rooms so that shoppers can try on a limitless range of clothes, resulting in better purchases, less waste and improved sustainability in the fashion industry. Customers will soon be able to create an exact digital avatar of themselves, to make combinations in real time and try on multiple suggestions on the spot. To add complexity, designers are also keenly considering various age groups and how each 'group' reacts to the different environments; they strive to embrace tradition, culture, and modernity so that each space is welcoming and provides a comfortable, inclusive experience for customers. Flexibility, sustainability and variety are all part of the modern consumer's touchpoint requirements. Traditional retail is being upgraded quickly into a more fl exible model embracing new key design elements that are changeable according to multiple contexts. Andrea Sensoli founded SUPERFUTUREDESIGN*, a sister concern of ASZarchitetti, with three partners, who are Cecilia Morosi, Iacopo Mannelli, and Andrea Rettori. The brand specialises in providing luxurious architectural designs to renowned clients in the regions of Europe, Asia, and the Middle East. About the authorSuppliers – furniture commercialinteriordesign.com May 2022 44 Green Furniture Concept Seamless seating G reen Furniture Concept creates public space interiors, bringing sustainable seating and lighting design to the core of urban placemaking in a range of sectors. Its portfolio ranges from transportation hubs and healthcare centres to school campuses and retail complexes. The teams work closely with architects, facility managers and industry stake-holders to create customised interiors, making sure they meet the needs of all the people they serve with seamless seating where shoppers can sit and unwind. From offi ces in Scandinavia and North America, Green Furniture Concept has become internationally recognised as a pioneer of sustainable design and make a "world positive" impact. Carlsgatan 3, 211 20, Malmö, Sweden +46 40 600 9330 info@greenfc.com www.greenfc.com Vanta Black New vision V anta Black is a newly established furniture supplier in the UAE. Its core business caters to the commercial offices, education and hospitality industries in the region. Under director Mahmoud Ghazzawi, Vanta Black brings to the market a new vision for workspace furniture and collaborative areas. This is realised in products including ergonomic chairs, and adjusting to new world order for hybrid offices, social distancing and flexspace. The team is currently exploring latest furniture trends globally – such as matte metals, investment pieces, nostalgic furnishings, escapist artworks and decorative details, wellness- conscious décor, and more. Projects supplied to include a few commercial offices at The Opus, Dubai. Tamani Arts Tower, Business Bay, Dubai, UAE +971 52 845 7079 smghazzawi@vanta-global.com www.vanta-global.comSuppliers – furniture 45 May 2022 commercialinteriordesign.com ChelseaGREEN Zero compromise F ounded by Alan McDonald in 2017, furniture supplier ChelseaGREEN focuses on adding value beyond supplying products. The Dubai-based company offers clients expert consultancy before purchase, and extends its support with an unlimited complimentary after-care model once the furniture is installed. ChelseaGREEN caters to clients across the commercial offi ce, education, hospitality, and healthcare sectors of interior design, with furniture brands in its portfolio including noted names HNI, Fritz Hansen, Humanscale, The Senator Group, Connection, KI, and Norman Copenhagen. Its team of 10 works on projects across the UAE and GCC region. Their philosophy is: "Zero compromise on quality and leading the way in terms of aesthetics." Offi ce 2903, Concord Tower, Dubai Media City, UAE +971 45 667 393 info@chelseagreen.net www.chelseagreen.net 1st fl oor, Yas Mall, Abu Dhabi, UAE +971 80 032 823 aseel.sarieh@ethanallen.com www.ethanallen.ae Ethan Allen Luxury brand F ounded in 1932, and operating in the UAE for the past 12 years, Ethan Allen is a leading luxury fashion-brand that supplies to both residential and commercial projects. The company is vertically integrated from design consultations through customisation and delivery, affording its clientele superior style, craftsmanship, quality, service, and price. Fresh on the market from Ethan Allen are Clara Crystal Chandeliers. The ethereal collection includes the Clara Bud Linear Chandelier, and the Clara 8-Light Crystal Chandelier, made of iron and crystal, and brushed with an antiqued brass fi nish. Its newest branch opened last year in Yas Mall, Abu Dhabi, and a notable recent commercial project is the St.Regis Saadiyat Island Resort, also in Abu Dhabi.World view commercialinteriordesign.com May 2022 46 COLLECTORS' KALEIDOSCOPE Boutique Imaginaire Saint-Bruno by Perron Design Images credit: v2.com/ Ulysse Lemerise WORLD VIEW47 May 2022commercialinteriordesign.com C olours take centre stage in the interior design of Boutique Imaginaire in St-Bruno in Canada. The game store was designed to create an exhilarating and unique customer journey with a vibrant colour scheme. Well known for crafting experiential design, Perron Design drafted the architecture and interiors of the store to refl ect its eclectic and playful range of products that include comics and collectibles. Since the owners were enthusiasts and long-time customers, the intention of the design was to create a store in their image. This fi rst branch in Montreal had to be representative of the vibrancy of the metropolis and entertainment through the presentation of products on sale. Refl ecting the game The design objectives of L'Imaginaire were broken down in different thematic areas, which had to stand out from each other. The Users enter hereWorld view commercialinteriordesign.com May 2022 48 designers individualised the various spaces through a characterised design scheme that transformed the areas to refl ect different landscapes within games. Each space was linked to the next by an intuitive and playful route, refl ecting the journey of gamers in the virtual world, with the products as characters within those realms. The user fi rst enters the space through a passageway enveloped in coloured arches, ultimately opening onto the central aisle. This particular space is conducive to meetings and exchanges and offers a panoramic view of the different sections. The monumental wooden structure creates a transition between the real and the fantastic worlds, while acting as a signature of the boutique's design. The arches also mimics the graphics of old school-gaming with colours serving as a guide of sorts to the user's journey. The exposed ceiling are swathed in white to create a vertical dimension to the overall space and showcases the unexplored aspects of the games in general. The innovative addition of a coffee counter at the entrance creates a Each zone is colour coded An unconventional retail spaceWorld view 49 May 2022 commercialinteriordesign.com About the studio Perron is a multidisciplinary studio specialising in creating experiences. Based in Quebec and Montreal, the studio has been active in the industry for almost 30 years. Perron delivers a full range of services related to design and architecture, from conception, to technical drawings, production, and project management. multisensory experience, while also creating a social space for customers who want to interact. Colouring outside the lines The interiors of the boutique are designed in a way that it shines a spotlight on the products and makes them part of the overall design aesthetics. Products are presented in colour coded spaces, allowing users and employees to navigate freely and instinctively through the departments. Placed as design elements within the colour schemes, the products provide a dynamic design aesthetics to the overall interior. At the end of the course, a huge counter inspired by genius bars serves as a help desk for customer queries. The design mission of Perron was to move away from conventional retail space design and build an experience in itself which offers enthusiasts a space for meetings and exchanges that seems to escape the real world. The design team is currently working on the Quebec branch of the boutique in a similar concept. Products are part of the aesthetic There's a retro gaming feel Project details Location: Saint-Bruno-de-Montarville, Canada Architects & Designers: Perron Design Engineer: Dallaire Consultants General Contractor: Dama ConstructionNext >