When Arkilux, an exclusive distributor for Lucent Lighting based in Verona, Italy, was commissioned by Architect Franco Scaramuzza of Quoin Studio, Verona to design and provide the lighting for a brand-new concept at the CityLife Shopping District in Milan, Italy, they were thrilled to be a part of a new multi-channel retail concept centered around the shopper experience. The setting for this innovative concept is the largest urban trade centre in Italy, namely Milan’s CityLife Shopping District. The location attracts millions of tourists and citizens annually, offering an exclusive shopping experience combined with a new concept of leisure time and lifestyle
The challenge: Create a standout unique retail experience
The looming question for the Arkilux team – how to make the new concept stand out and grab the attention of retail shoppers who may not be used to seeing luxury brand automobiles on display in such a way? Due to the high-profile location and number of visitors, it is extremely important to provide a stunning experience for shoppers. Lighting quickly became a focus by the designers in the build phase to help attract shoppers to explore the area.
The solution: The lighting effect
“Porsche@CityLife” is neither a dealership nor a car display area, but rather an innovative multi-channel store concept focusing on the individual experience of the Porsche brand, its products and services. Therefore the “experience” requires a draw to attract shoppers. Arkilux turned to Lucent Lighting with Xicato Inside™ to provide the luxurious lighting to show off the Porsche automobiles with their rich, gleaming colours and features.
“Xicato is known for offering the very best in quality lighting. We knew that Xicato Inside Lucent Lighting’s high-end Prospex Gimbal Midi trim would achieve the superior lighting results that the client was looking for. Xicato has always been a go-to option for us when quality of light really matters,” said James Morris-Jones, International Sales Director, Lucent Lighting.
Once inside the showroom, visitors are welcomed by Porsche experts. These are specialists, who advise and inspire customers and prospects with high expertise in products and technology and share an enthusiasm for the Porsche brand. At “Porsche@Citylife,” there is an additional focus on hospitality. Guests are assisted if they wish to deepen their knowledge on the sports car manufacturer or to be guided through the various services offered onsite. However, attracting visitors for the experience inside the environment is key to the entire design. The dynamic lighting effects surround each automobile and display them to perfection, especially through the clear glass walls, creating an attractive ambience drawing visitors to the space.
Light quality and warranty unlike any other
The key to Xicato’s outstanding light quality is its extremely accurate reproduction of colour with a wide gamut and long-term consistency of both lumen and colour. What does this mean for the “Porsche@CityLife” experience? The showroom lighting will be consistently beautiful for many years due to the industry’s longest warranty of colour and lumen maintenance at 10-years. No other has a longer warranty than Xicato. Xicato’s warranty and Corrected Cold Phosphor Technology® ensures superior colour consistency (virtually no colour shift) and colour rendering (high CRI) with the ultimate in sustained performance.
Xicato is positioned inside the curve compared to the rest of the industry when it comes to colour consistency, colour shift and CRI.
Xicato’s light sources have some of the highest R9 values in the industry resulting in an outstanding rich hue of the colour red to shine in any environment.
All photos: © Arkilux Srl
Xicato Product Used: XTM Designer Module 2000lm
Application: Retail Display
Controls & Lighting Design:
Design and Supply: Arkilux Srl
Project Design: Architect Franco Scaramuzza, Quoin Studio
Luminaire Type: Architectural Downlights
Lighting: Lucent Lighting Gimbal Midi Triple with Xicato Inside™, TubeLED Micro spotlights, FineLine Cube 5 + Cube 10