The White Company

At The White Company store in Norwich, designers Dalziel and Pow (D+P) have created an all-LED store experience with a domestic, ‘home-from-home’ quality that takes customers on a journey through the space and engages them with the products on offer. In doing so, the company has taken advantage of the comprehensive range of LED luminaires available from Reggiani Lighting and the DALI control system from Helvar to ensure the lighting plays a key role in that experience.

“The lighting design concept was that the right level of lighting should be provided at the right time of day and for the right occasion,” explained D+P’s David Dalziel. “This is being achieved by using three settings, ranging from daylight to a mellow mood. This enables the company to alter the ambience from bright and fresh in the morning, then softer through the afternoon to relaxing and enticing into the evening.

“In parallel, the variety of lighting treatments throughout the space adds to the experience, creating impact with spotlights to the perimeter and centre floor merchandising and a soft wash of light infilling shadows on the wall systems. The design also encompasses focused decorative feature lighting suspended over key products with a bright daylight flood of light over the impressive staircase to encourage circulation,” he added.

Meeting these design requirements has involved most notably the combination of UNIMOSA LED downlights and a large tuneable white backlit ceiling over the stairwell linked to a Helvar DALI dimming system which delivers the different sequenced scenes.

On the ground floor and first floor fittings include track-mounted adjustable DALI dimmable 26W LED YORI projectors with Reggiani’s unique IOS reflectors - which allowed the lighting to be fine-tuned in store - along with recessed adjustable 26W LED UNIMOSA downlights and recessed 10W LOW LED downlights in both fixed and adjustable versions.

Cove lighting on the ground floor and first floor is provided by 6W, 9W and 27W LED LINEA LUCE SLIM LOW & HIGH luminaires in a range of lengths to suit the dimensions of the coves.

Lighting the way in and safely out again is the responsibility of Reggiani’s new recessed TRYBECA sited directly under the entrance canopy and installed on a separate timed switch along with the all-important THE WHITE COMPANY LONDON signage.

Retail Designer: Dalziel+Pow