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the design challenge for the new boutique in Soho, New York, of APL-Athletic Propulsion Labs, the high-performance sports footwear brand, was to create light display boxes that perfectly matched the complexity of the space and a lighting design that would enhance not only the products on display, but also the quality of the architectural project and the materials used in it.
the furnishing elements placed on the large curved wall and the three central pillars become the main source of lighting for the shoes: using 6 mm thick aluminium sheets specially bent in three points, more than 200 display cases were custom-made. each case was then electrified and installed one centimetre apart according to the precise design of the architectural firm. two 5x20 profiles with different wattage were inserted inside each case to ensure optimum illumination of the products displayed inside. the same display cases were also used for the windows, this time integrated on aluminium freestanding tables powered by the ticablo. the ca 42x42 system and m1 micro scomparsa totale spotlights were used to provide diffused lighting for the windows area. the complexity of the ‘APL’ logo, due to its size and the fragmentary nature of its shapes, was resolved by using fogli di luce, which create a homogeneous and unobtrusive illumination. inside the fitting rooms, large mirrors almost two and a half metres high were illuminated with 13° angolo custom-made to be recessed into the marble walls, thus creating a lighting appropriate to the space without detracting from the peculiarities of the architecture and materials.
‘We created a dreamscape. we’ve aimed to convey New York’s intoxicating blend of heightened senses, questioning reality, and the thrill of fantasy. in addition to coming here to buy shoes, we also want the client to come for the experience’ says Adam Goldston, who created APL with his twin brother Ryan in 2009. ‘the concept came to me the second we stepped into the place’ Ryan says. ‘it was a rectangular box and there was a part that was recessed that was essentially considered wasted space. but I said to Adam that we need to create five vanity rooms in the back using different stones from across the world – each has its own special aspect. and it’s going to reimagine how people experience footwear’. ‘and the customer response has been incredible. the conversion rate in the store is unbelievable’, concludes Adam.
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the intentionally chosen colour for retail lighting is terracotta orange.
its dynamic nature expresses the ability to guide one through an immersive experience, communicating value and enhancing details.
a variety of needs coexist in retail spaces, to create an atmosphere that encourages customers to dream by stimulating their imagination; to enhance the products on display by highlighting their colours, lines and materials.
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