Philips create a sustainable lighting solution by combining aesthetic needs with energy efficiency considerations for HPJ Jewellers...Read more >>
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FAST FACTS
Industry: Retail
Customer: HPJ Jewellers
Lighting challenge:
To create a sustainable lighting
solution by combining aesthetic needs with energy efficiency considerations
Lighting solution:
Adaptable lightline system that can be
run on electronic control gear
Products:
MAXOS
Lightline system
Philips
energy efficient MASTER TL5 lamps
MASTER
CDM 35 W Lamps
Fugato
downlights
Dueta
Luminaires
Benefits:
- Flexibility
- Longer lamp life
- Dimming solutions
- Reduced early failure
- Improved reliability and longevity of equipment
- Cost efficient
- Better look
The Background:
Established in 1980, HPJ
Jewellers is the UK’s leading and original specialist discount jewellery
retailer. Witness to its popularity, HPJ Jewellers has over 80 branches
nationwide serving in the region of 2 million customers every year.
The Challenge:
Philips Lighting’s range of luminaires has brought an added sparkle to
jewellery outlet HPJ Jewellers. Combining both aesthetic needs to support the
HPJ brand with energy efficiency considerations, Philips MAXOS lightline system
and MASTER TL5 lamps have been installed to create a sustainable lighting
solution for this popular high street retailer.
The Lighting Solution:
Both the innovative low and high level displays
are perfect to enhance the quality and sparkle of the merchandise, giving
potential customers space and freedom to browse at their leisure.
The correct application of lighting, therefore, is essential to ensure that
the wide variety of diamond, gold and silver jewellery as well as branded
watches, fashion jewellery and giftware is shown off to full effect.
Shoppers tend to walk into stores with the most appealing shop-fronts lingering
longer and spending more when the atmosphere matches their needs or creates a
special mood. Lighting, therefore, designed around the customer experience is
key to retail success.
Another of the particular characteristics of the new HPJ stores is their high
open ceiling design The Philips MAXOS lightline system is ideally suited for
this type of environment. Its modularity allows the best lighting design for any
store layout or style. Not only that, but as shop layouts change, the system
offers the versatility to adapt to the most complex floorplans. Several
trunkings can also be connected together at different angles to create the most
aesthetically appealing and efficient lighting design.
The system opted for here uses Philips MASTER TL5
lamps making it 30% smaller than conventional TL-D lamps. Furthermore, MASTER
TL-5 lamps use up to 28% less energy and run exclusively on electronic control
gear. This means no flickering, longer lamp life, dimming solutions and reduced
early failure. All of these are important to any busy retailer from both
customer and operational perspectives. For the customer, disturbing overhead
flicker is irritating when trying to make purchase decisions whilst for the
store manager anything that impacts negatively on store sales and repeat
business needs to be avoided. Similarly reliability and longevity of equipment
is vital for the smooth running of the store. As Kevin Cook of HPJ, along
with Derek Watmough from 4Mation Architecture who worked on the new lighting
design, explains, “Unnecessary frequent re-lamping can be costly therefore
reliable lamps are a must. This also allows lifetime to be pre-determined so
that maintenance can be scheduled and budgeted for ahead of time thus causing
the least possible disturbance in store. In retail you can’t afford to
compromise on the actual light quality either. The merchandise has to be
displayed under optimum lighting conditions as that definitely impacts on
sales. The Philips MAXOS TL5 meets all of the demanding
criteria.”
In addition to being energy efficient, the MAXOS TL5 system is also very
environmentally sound. Developed in accordance with ISO 14001 and ECO
design guidelines, it is lighter, uses less material, less packaging and reduces
the use of non-recyclable materials compared to conventional lightlines.
A further benefit of MAXOS is that its universal trunking system allows both
spotlights and downlights to be incorporated at fixed or variable intervals as
well as other accessories. In the case of HPJ stores, Magneos spotlights
were spaced at intervals along the modules incorporating MASTER CDM 35 W
lamps. Thus, directional accent lighting gives emphasis and focus to the
wall displays, signage and till points. To highlight the jewellery in the
low level cabinets ambient lighting is provided by the Fugato downlights and
further emphasis was given by the adjustable Dueta luminaires. All in all
the overall look of the store gives a greater unified approach which is both
attractive and cost efficient to maintain.
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