retail.

www.lampsandgear.philips.com

MASTER Colour
creating an

inviting

shopping atmosphere

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Surfection Surfwear
How MASTER Colour helped make the transition from niche market to high fashion

From

high seas

to

high fashion
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These days, youre just as likely to see surfwear in Bond Street as on Bondi Beach. Like other sportswear, in recent years its made the leap from niche market to high fashion and high street. That means surfwear specialists must become adept at exploiting todays retailing tools to maximize product appeal and store traffic. Lighting is a key element in this mix, providing the right, consistent color rendering and flexibility necessary to show products at their best and provide a productive, welcoming environment. Its an element that Surfection has deployed to full advantage to win success in this highly competitive market. Surfection is one of Australia's biggest surf store chains - and certainly among the most stylish and innovative.

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Its new Manly Corso branch sets the benchmark for surf shops in interior design and lighting excellence, rivalling even those fashion outlets you would expect to visit on Los Angeles' premier retail strip, Rodeo Drive. Surfection can claim to lead the way in the evolution of surf shops, being positioned in the surf retail centre on Manly's Corso, where all the big brand names compete for the local and international trade, which bustles its way to one of Sydney's most famous beaches. Over recent years we have witnessed surf gear brands like Quiksilver and Billabong taking the fashion scene by storm and retail outlets have morphed into high fashion boutiques featuring the latest in designer wear for all ages. Quiksilver even now boasts a store on the ultimate fashion strip, Paris' Champs-Elyses.

Teamwork maximizes sales appeal

At its brand new Manly store, Surfection has produced a stunning surfwear sales environment, combining a relaxed, productive ambience with cutting edge style and elan. This distinctive retail solution is a result of the combined talents of designer, Ian Halliday from Burley Katon Halliday interior designers and Paul Butterworth from ERCO Lighting and of course, the store owner Chris Athas. Working in close co-operation, this team has created a distinctive lighting atmosphere, taking full advantage of the superior color rendition offered by the MASTER Colour lamps. The extensive surf-product retailing experience of Chris Athas was an essential element in making the store not just stunningly attractive, but also a strikingly effective retail outlet. Athas explains, "Over the last few years, surf shops have had to become more sophisticated in the way in which they represent product, but they must still maintain that youthful beach feel. In the case of the Manly store, we have done this with warm materials

such as stone and timber in earthy colors, and a calmer, softer lighting of the central areas. At the same time it was important that we are getting enough light on a product to ensure that it is highlighted."

A more subtle approach to retail lighting

Designer Ian Halliday, interpreted the material and lighting requirements of Surfection owner Chris Athas. In response to this brief, Philips and ERCO Lighting utilized the MASTER Colour lamps. This provided a distinctive lighting atmosphere and established the right ambience to showcase the quality surfwear and accessories. "In the past lighting designs," Athas reflects, "we were blasting everything with quality metal halides. There was a lot of glare. For this store we have used warm light through the middle of the store, washing the walls, with highlights for specific areas. Designer Halliday adds that the lighting requirements were precise and effective. "Chris didn't want a high-tech feel," he comments. "We achieved the criteria of a warm, natural look with -

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This team has created a distinctive lighting atmosphere, taking full advantage of the superior color rendition achieved with MASTER Colour.
MASTER Colour and luminaires from ERCO Lighting. We utilized a mixture of halogen and ceramic metal halide lamps with supplementary uorescent. This blend of warm white light from the ceramic metal halide lamps, mixed with the cool white light from the uorescents, gave the balance of color temperatures that was required. The luminaires provided were a combination of light-cast, recessed down-lights, wall-washers and directionals, which created the effective, glare-free vertical illumination for the store's display racks and shelving. The ERCO reector and diffusing technology, combined with the Philips ceramic lamps, give the luminaires the type of effectiveness that is required in quality architectural lighting", says Butterworth. Philips Lighting provided the 70 and 150 watt MASTER Colour CDM-T lamps with a 3000 degree Kelvin temperature and matching electronic control. Butterworth notes, "The result is a warm, glare-free, vertical illumination of the display racks and shelving to create an inviting shopping atmosphere for all ages of clientele". From the Philips vantage point, it can be seen from lighting trends in Australia that retail lighting has come a long way. OEM Channel Manager, Remco Diaz, says, "The new Surfection store is a prime example of thorough design and attention to detail, making this store a real shopping experience. The layout of the store allows people to have their own moment. The 3000K MASTER Colour gives the store a warm feel and brings out the earthy tones of the t out. The warm color temperature also does a great job on rendering skin tones, making sure that your sun tan looks as good inside as it does outside". MASTER Colour was also chosen because it also features a lumen maintenance package, long-life and no color shift,

which means that the store will also reduce its long-term maintenance costs. Remco goes on to say "It was also important for us to work together with ERCO Lighting to achieve a sustainable lighting solution for this retail t-out. The MASTER Colour lamps will allow this store to look as good as when it was opened in years to come."

S P E C I F I C A T I O N S
C L I E N T : Surfection (Australia) D E S I G N E R : Ian Halliday, Burley.
Katon Halliday Interior Designers

LUMINAIRE

MANUFACTURER:

ERCO Lighting

L I G H T I N G : MASTER Colour CDM-T

70 and 150W - Philips Lighting

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