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Ben Sherman is a British menswear brand that has been redefining style since 1963. Renowned for its iconic British aesthetic, rooted in mod culture and its timeless button-down shirts, Ben Sherman has become a symbol of individuality and sophistication.
Earlier this year a brand-new store was due to open; a mere stone’s throw away from its original location on Dukes Lane which is one of Brighton’s most exclusive shopping destinations.
Outside Ben Sherman, Brighton, UK.
Future City Group, the fit-out specialists for Ben Sherman, chose Illuma due to their extensive experience in retail lighting and strong working relationship with our National Retail Manager, Rob Chesterfield. Illuma jumped at the chance to provide a lighting proposal for such an illustrious brand.
Prior to the Ben Sherman store opening, the building was unoccupied which meant Illuma and Future City Group had a blank canvas to work with when designing the store and lighting layout.
Firstly, the store needed to be flexible, Illuma’s 3-circuit track was the perfect solution to provide that extra layer of flexibility. With the track layout being carefully placed around the perimeter of the store to light the ever-changing retail space and in particular the vertical rails and shelving.
Illuma’s well renowned Prospot spotlight was selected to be paired with the 3 circuit track around the main body of the space due to its sleek aesthetic and high CRI (colour rendering index) which allows for the colours of the clothing to ‘POP’ and textures stand out in the high-quality ranges.
ARC downlights have been placed at the rear of the store to create a wallwash effect, this technique adds depth to the store and gives the illusion that it is larger than it actually is. The ARC’s also have the added flexibility aspect with the scoop feature which rotates 355 degrees and pivots 60 degrees which allows for this solution to stay in place, while being able to adapt with the changes the store may need.
Illuma paid particular attention to the store windows, adding extra Prospots and directing them in such a way that not only creates a brighter more welcoming aesthetic from the high street but helps the store stand out more effectively against the surrounding retailers, ensuring greater visibility and impact.
The overall feel of the Ben Sherman store is now very in keeping with the brand identity, with Illumas understated spotlights highlighting the merchandise and the walkways only covered by ‘borrowed light’ which gives the space a cool and interesting vibe,
Illuma’s National Retail Manager Robert Chesterfield had this to say about the project: "Working on such a notable brand and being a part of its reintroduction to the brands home city was truly a pleasure, thank you to Future City Group for trusting us with the lighting design and supply this project."
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