minor lighting, alfa romeo showroom

Minor lighting – retail assignment - carshowroom

University of applied sciences – Amsterdam | Steef Utama Priakusuma, Peter van Luijn, Nishand Lochan, Pablo Fernández Ortiz

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Table of contents 1. Introduction - 3 -

2. Analysis phase

1. Identity of Alfa Romeo - 4 - 2. Drivers profile - 5 - 3. Showroom study - 6 - 4. Conclusion analysis / requirement specification - 8 -

3. Design phase

1. Concept - 9 - 2. Floor plan - 11 - 3. Functions - 12 – 4. Floor levels - 13 - 5. Contrast - 14 - 6. Colors and materials - 15 - 7. Lux values - 16 - 8. Lighting design - 17 - 9. 3D renders - 19 -



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1. Introduction The assignment was to design a small retail store with a size of approximately 120 square meters. We could choose for ourselves what kind of store we want to make. Besides the design of the space, we also had to do the design of the lighting. The design must have the following requirements:

• Two sides of the store are from solid bricks. • Two side of the store are from glass. • There has to be a round element. The size, place and function does not matter. • There is an office / pantry. • There is an entrance. • We need to use day- and artificial lighting. • We try to have a energy consumption of maximum 20W / m2.

Our first idea was to make an exclusive shoe store. We wanted this because a shoe is a good object to light and because of its small size there are a lot things possible in the store design. There are also several examples of innovative light designs for shoe stores. We were also interested in making a car showroom, and when we heard that a car is very difficult and interesting to light we decided to change our store to a car showroom. We visit a lot of showrooms to get an idea of the lighting used for cars. We went to different car brands of different classes, such as: Opel, Fiat, Mercedes, Lamborghini and Rolls Roys. The quality of the lighting design was most of the time in line with the value of the cars that they sold. The more expensive the car brand, the better the lighting. Most of the showrooms (except the really exclusive ones) had the same problem: the cars became mirrors and it was difficult to see the true color of the car. Not only the technical lighting is important for a good showroom, the lighting and design of the showroom does also have to fit in the identity of the car brand. This means that we had to find a good brand. We chose to make a Alfa Romeo showroom. This because of the following reasons:

• Alfa Romeo is a mid-class brand. The cars are not that expensive that they already have great showrooms

and not that cheap that they never will have one.

• It is a mid-class car but its exclusive. Not much people drive one, and the car looks different than most of

the other cars.

• The brand has a very strong identity.

• The shape and details of the cars are great eye catchers and interesting to light.



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2. Analysis phase 2.1. Identity of Alfa Romeo


University of applied sciences – Amsterdam

2.2. Drivers profile To make the showroom a succes, we have to attract the right people in the showroom. This are the people that like the car and identitify themselves with the brand. A car is often seen as a symbol of extension of the driver. Because of this it is important to know what kind of people will buy a Alfa Romeo. We had contact with a Alfa Romeo dealer and did some research about the brand. The result is the following drivers profile:

• Most of the buyers are Business riders• They are looking for a sportive car• They want to separate themselves from the most other business cars, like audi or • They want an exclusive car that you don’t see on every corner of the street

• They can identify themselves with Alfa Romeo

carshowroom

Amsterdam | Steef Utama Priakusuma, Peter van Luijn, Nishand Lochan, Pablo

To make the showroom a succes, we have to attract the right people in the showroom. This are the people that like the car and identitify themselves with the brand. A car is often seen as a symbol of extension of the driver. Because of this it is important to know what kind of people will buy a Alfa Romeo. We had contact with a Alfa Romeo dealer and did some research about the brand. The result is the following drivers

Most of the buyers are Business riders, They are looking for a sportive car, They want to separate themselves from the most other business cars, like audi or They want an exclusive car that you don’t see on every corner of the street

an identify themselves with Alfa Romeo.

| Steef Utama Priakusuma, Peter van Luijn, Nishand Lochan, Pablo Fernández Ortiz

To make the showroom a succes, we have to attract the right people in the showroom. This are the people that like the car and identitify themselves with the brand. A car is often seen as a symbol of status and a materialized extension of the driver. Because of this it is important to know what kind of people will buy a Alfa Romeo. We had contact with a Alfa Romeo dealer and did some research about the brand. The result is the following drivers

They want to separate themselves from the most other business cars, like audi or Volkswagen, They want an exclusive car that you don’t see on every corner of the street,

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2.3. Showroom study Good showrooms HESSING, de Bilt Hessing is one of the most exclusive car dealers in the Netherlands. They are housed in a new and modern building close to the highway. The building is designed to optimse the amount of daylight that enters the building. technical aspects

• round shaped building, • white screens to reflect the light and to make it diffuse, • shiny white floor to reflect lights, • different kind of lighting for different functions, • occasions are lighted with warmer lighting (no daylight simulation)

so you don’t see the imperfections, • all the artificial lighting is placed on one line so the lighting

is the same everywhere. LEXUS, Amsterdam The building is suited next to a highway. At Lexus they chose to use more artificial lighting. The lights they used are metal halide lights. As a result, you can see a lot of lights reflected on the car. technical aspects

• Northern light, • At night, the showroom is divided by a screen so the view from the

highway on the showroom is better, • the lights that are used in the showroom are metal halide lights, that

simulates daylight. it takes about 15 minutes to warm up the lights.



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Bad showrooms

FIAT / CHEVROLET, Amsterdam This showroom is used by several brands. It is basically one large space with what we like to call livingroom mood lighting. The color of the lights in the middle part are yellow, which makes all the cars underneath it look yellow or a combination of the car color and yellow. The lamps are not suited for the function. technical aspects

• Yellow lighting, bad color rendering • White surfaces which reflects the yellow lights even further into the space • A dark ambience even though it is lighted • Not much daylight and bad use of daylight (stairs blocking the daylight) • A lot of cars in a small space

BMW, de Bilt The lighting design of this showroom has a direct realtion with the steel construction of the roof of the building. Fluorescent tube lights are placed underneath the construction. The idea is understandable, but it has a bad effect on the cars. Because the cars are glossy, the luminaires are reflected in the cars which is disturbing. technical aspects

• X-shaped steel construction of the roof • X-shaped lighting design placed on the ceiling • Fluorescent tube lights • Dark floor and ceiling to create contrast



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2.4. Conclusion analysis / requirement specification Conclusion analysis Based on the analysis there are a lot of things we can use in our design. There are also things that we have to avoid.

• The showroom must present the identity of the brand and the slogan: ‘driving become a passion’. We can

do this for example with colors, shapes, lighting and other things that are representative for the brand

Alfa Romeo.

• We have to make a showroom that will be loved by people who fit in the drivers profile.

• We have to optimize the use of daylight, to light the cars. This because it will give you a good impression

of how the car looks outside. By using daylight you also save energy.

• Use northern daylight.

• The best light to show a car is a cloudy sky.

• Don’t place to much spots on the car, because it will reflect everything.

• Use diffuse light.

• Make sure that the real color of the car can be seen.

Requirement specification for the car showroom

• Visitors entrance • Car entrance • Office/ pantry • Round element (2D or 3D) • Table/ chairs for visitors to sit, sign contracts etc. • Possibility to show other models and options • Not to much cars. Probably 1 or 2 • Space for moving and placing the cars • Attracts people

The brand identity must be portrayed in:

• Colors • Materials • Structures • Shapes



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3. Design phase 3.1. Concept The function of our showroom is to show 1 or 2 Alfa Romeos to make people interested in Alfa Romeo. By showing the cars in good lighting we want to attract the people who are passing by to enter the showroom. Inside the showroom there will be posters, videos and other media to give additional information about all the other car models. The goal is to set the brand on the map. The concept for the design of the space is to place the cars on the most strategic place, so you have the most sight lines from the hallway to the cars. The space itself will be divided in 2 sections, the ‘shopping window’ and the information section. By placing a border between these sections, we can filter the light shining on the cars. We want to use smooth and curved shapes and lines. By using different floor levels we want to make the space more dynamic and attractive. In the information section we want to place softer and warmer lights, to create a comfortable and exiting ambiance for the customers and employees. In the car section we want to use daylight to give a good impression of the colors of the car. The daylight will enter trough a sky dome which is orientated to the north. Direct sunlight can’t enter the space so you won’t get blinded by the reflections of the sun. At night artificial light will light up the dome and replace the function of the daylight. In order to highlight some of the parts of the cars (like the grill, which is a big part of the identity of Alfa Romeo), we will place a few spots on the cars.

Car lighting concepts

Option 1

Lights are placed on the floor shining on a reflecting ceiling. Disadvantage of this solution is that the viewers get blinded by the lights and that there is a possibility that people block the light so the cars won’t be lighted. Also daylight is not integrated in this plan.

Option 2

Sunlight will be blocked by the roof and which will create uniform light in the showroom. Based on the design of Arup for a museum in Atlanta. Due to the size of the structure we chose to develop something else.



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Option 3

Lights will be placed behind a velum cloth, resulting in a diffuse light field. You will not see spots reflecting in the car. A combination of daylight and artificial light is not possible, without making a very expensive installation.

Option 4

A combination of daylight and artificial light. A dome is placed on the roof with an opening on the north side, so direct sunlight will be blocked. This creates a uniform light on the cars. At night artificial light replaces the function of the sun. The lights will reflect on the domes surface, which will light up the space.

Option 5

Basically this design is the same as option 4. The only difference is that there is a ring of light, that lights up the dome. We can place more lights with lower power and because of the large amount of luminaires we can create a good field of uniform light. This is the option we chose to develop.



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3.2. Floor plan



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3.3. Functions

‘Shopping window’ Display case Walkway Media area Information area Lounge area Office



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3.4. Floor levels

P = 0 + 100 mm + 200 mm



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3.5. Contrast

Dark

Light



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3.6. Colors and materials



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3.7. Lux values For the design of our car showroom we have to determine the lux values per function of the space. These are tables with recommended lux values per space. Function of the space Recommended lux value

Entrance 100 Reception 200 Boutiques 450 – 500 Retail 700 Shopping window 800 – 1000 Office 500 We wanted to make a difference between the 2 sections of the space. In the shopping window we wanted to create a light area with good color rendering, to give a good impression of how the car looks like outdoors. We want to achieve this by using a combination between daylight and artificial lights. In the right section of the room, we want to create a more relaxing ambience. We want to do this by playing with contrasts in colors and lighting. The general lighting in the right side is set on 100 lux. We want to highlight walkway, desk and display case. Based on the tables with the recommended lux values, we have set the lux values for the showroom.

Activities Recommended lux value

Walking zones and workplaces outside 30 Walking zones for short visits (inside) 100 Rooms not considered for working 150 Simple visual tasks 300 Average visual tasks 500 Precise visual tasks 750



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3.8. Lighting design



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Pieces Description Image Diagram

5 ERCO 22425000 Lightcast Directional luminaire 1xQR-CBC51 50W 10deg Article No.: 22425000 Luminaire Luminous Flux: 900 lm Luminaire Wattage: 50.0 W Luminaire classification according to CIE: 100 CIE flux code: 100 100 100 92 89 Fitting: 1 x QR-CBC51 50W 10°

6 Lival LCC @EULUMDAT LMT

LICHTMESSTECHNIK BERLIN Version 08 Lival/LCC/13Dec1999/1 LIVAL Partout 2x9W Article No.: Lival/LCC/13Dec1999/1 Luminaire Luminous Flux: 1200 lm Luminaire Wattage: 18.0 W Luminaire classification according to CIE: 92 CIE flux code: 40 69 89 92 57 Fitting: 2 x 9W/600lm

Not available

1 DIAL 27 LZA 2/35W T16 EVG LME

Article No.: 27 Luminaire Luminous Flux: 45 lm Luminaire Wattage: 75.0 W Luminaire classification according to CIE: 83 CIE flux code: 53 81 91 83 69 Fitting: 1 x User defined

7 ERCO 33803000 Nadir Recessed floor

luminaire 1xLED 3.6W warm white Article No.: 33803000 Luminaire Luminous Flux: 90 lm Luminaire Wattage: 4.0 W Luminaire classification according to CIE: 0 CIE flux code: 00 00 00 00 -2147483648 Fitting: 1 x LED 3.6W warm white

Pieces Description Image Diagram

17 ERCO 33440000 Trion Uplight 1xQT-DE12 150W Article No.: 33440000 Luminaire Luminous Flux: 2550 lm Luminaire Wattage: 150.0 W Luminaire classification according to CIE: 0 CIE flux code: 00 00 00 00 44 Fitting: 1 x QT-DE12 150W

4 ERCO 77563000 TM Spotlight 1xQR-CBC51

50W 60deg Article No.: 77563000 Luminaire Luminous Flux: 900 lm Luminaire Wattage: 53.0 W Luminaire classification according to CIE: 100 CIE flux code: 100 100 100 54 72 Fitting: 1 x QR-CBC51 50W 60°

2 ERCO 73759000 Pollux Spotlight 1xQT12-ax

50W Article No.: 73759000 Luminaire Luminous Flux: 500 lm Luminaire Wattage: 30.0 W Luminaire classification according to CIE: 100 CIE flux code: 100 100 100 100 27 Fitting: 1 x User defined

15 ERCO 89351000 Starpoint Downlight

1xQRCBC35 20W 10deg Article No.: 89351000 Luminaire Luminous Flux: 320 lm Luminaire Wattage: 20.0 W Luminaire classification according to CIE: 100 CIE flux code: 98 100 100 100 93 Fitting: 1 x QR-CBC35 20W 10°

5 ERCO 22407000 Lightcast Directional luminaire

1xQR-CBC51 50W 10deg Article No.: 22407000 Luminaire Luminous Flux: 900 lm Luminaire Wattage: 50.0 W Luminaire classification according to CIE: 100 CIE flux code: 100 100 100 92 89 Fitting: 1 x QR-CBC51 50W 10°



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3.9. 3D-renders

Uplights to lighten up the dome. The dome reflects an uniform light back on the cars. Spots are placed to highlight key features of the car, like the grill and rims.

The path to the car platform is highlighted to invite people to enter the showroom and take a look at the car.



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The lightlevel of the room is low. To make a contrast we placed spots on the information desk because it is an important element of the space and to create a food working light. There are LED’s placed in the couch.

The display case are lighted by halogen spots. Also the panels are lighted by spots. Posters will be placed on these panels. The border divides the space so both areas can be lighted individually to their own requirements.



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minor lighting, alfa romeo showroom

Documents

lighting design

store design

car showroom

technical lighting

artificial lighting

design phase

good showroom

small retail store