Reserved London
Client
LPP SA
Project location
London, United Kingdom
Project date
2019
Brand experience using light: Reserved Stores in the perfect spotlight
Zumtobel developed a brand-aligned, emotional lighting concept for the international flagship stores of the Polish fashion company LPP SA for their fashion brand Reserved. The goal was to establish a cohesive brand identity within the space that encourages visitors to linger, guides them through the store, and strategically highlights the fashion features. The focus was on atmospheric and functional lighting that unites design, perception, and brand identity - attuned to Reserved's high-contrast aesthetics: Black and white as a style-defining design element.
Guiding light with a concept: Active Light for dynamic shopping
The lighting concept is based on Zumtobel's Active Light approach, which generates dynamic lighting moods that mimic the progression of natural daylight. These intuitively guide customers from the shop window into the store interior, creating a pleasant atmosphere for browsing. The strategic use of light makes materials, colours, and textures come alive, thereby enhancing purchase impulses. The lighting design was optimally attuned to the room architecture and CI colours of Reserved – for a brand-specific, immersive experience.
Design meets function, products with high visual comfort
Powerful yet elegant spotlights, LED continuous-row lighting systems, and recessed luminaires in white and black were used – attuned to the respective ceiling colour. Black spotlights integrate seamlessly into the dark ceiling areas, while white luminaires visually enhance the bright elements. The high colour rendering of the LEDs ensures a true-to-life representation of the textiles and imparts a tangible presence to the merchandise. The diagonal light lines in the store create a geometric recognition value that visually enhances the brand experience.
Technology with style, customised solutions for maximum impact.
In terms of technology, individually configured light lines and spotlights were used, accurately attuned to the room height, reflection conditions, and desired light intensity. The custom-made integration of the lighting solutions into the architectural structure is particularly noteworthy – from the suspended ceiling panels to the display window areas. Even though sustainability was not the focus, the project impresses with the energy efficiency of long-lasting LED technology, low maintenance requirements, and high future viability in design and function.
“The overall picture is perfect – not just in the literal sense. In addition to the shop-specific lighting, we were also impressed by the comprehensive service and professional project coordination.
Olimpia Patej, Director of Investment Department, LPP SA