Amsterdam based premium denim brand, Denham, which has stores in Europe, Asia, Middle East, US and Australia, has opened a new flagship store in Leeds, the first in the North of England. The main interior, designed by Denham’s in-house design team, showcases the men’s and women’s collections over two floors, whilst another entrance leads you to the exclusive ‘Private Wardrobe’ shopping experience.
Denham traditionally used Metal Halide (HID) track luminaires and framelights in its stores, however, after realising the light quality of LED luminaires could now match that of HID, the design team were keen to harness the benefits of LED in the Leeds store. However, any fittings that were suggested would need to work with the mix of modern and vintage materials and fixtures and so Denham’s M&E contractor turned to Tobbell Electrical Leeds, a branch of Edmundson Electrical Ltd, for advice on sourcing the best luminaires for the application.
After receiving the brief, Tobbell concluded that Gamma was the best match for Denham’s requirements and its lighting design expertise and support would ensure the new store got a lighting solution that would achieve the following objectives:
Support Denham with its transition from existing traditional light sources to energy efficient LEDs
Provide the best lighting solution for the application
Ensure the lighting scheme is sympathetic to the interior design and store branding
Project solutions
From working on a number of projects together, Tobbell and Gamma had developed a successful working relationship with Gamma acting as their lighting design partner to provide its customers with the best lighting solution for their application. Its lighting expertise and service, coupled with its comprehensive range of high quality luminaires, Gamma provided the perfect extension to Tobbell’s lighting service. With the store plans and brief in hand, Gamma set to work on the developing a lighting scheme that would meet all the objectives.
On the ground floor, Gamma proposed its 2000 lumen (96.7 llm/W) Lingo LTS LED track spotlight, which has been highly commended by the Lux Awards. The contemporary design of the die-cast aluminium luminaire offered something a little different to others that were on the market. The contrast of the mostly white finish and grey aluminium heatsink, suited the modern design of the store perfectly. In addition the optimum performance and thermal management, provided by the Philips Fortimo SLM module, Xitanium driver and highly efficient 20-fin heatsink, would deliver a long life, minimal maintenance and energy saving benefits.
To complement the scheme, Gamma also presented its adjustable Sysion MF twin LED framelights. Powered by the Tridonic SLE module and Talexx driver, it boasts an excellent luminaire efficacy of 113.4 llm/W to aid Part L compliance. It also features two gimbal fixing positions to suit both ambient and display lighting requirements, offering a flexible solution for retail applications. The lighting scheme that Gamma proposed, which combined 33 Lingo’s and 10 framelights would have provided generous illumination of 1490 lux, average energy consumption of only 19.25 W/m2 and a 50,000 hour life (L70).
Unfortunately, due to the solid nature of the ceiling in the basement sales area, installation of the framelights wouldn’t have been possible and so, after consultation with the contractor and Denham, it was decided that the flexibility of the three circuit Global Trac along with the stylish look of Lingo was the obvious solution and would be used on both floors to ensure a fluid lighting design throughout.
The simple layout and crisp white walls were enhanced by the 4000 K colour temperature, whilst the medium beam reflector and high colour rendering helped optimise the lighting over the displays and brought the merchandise to life.
Project results
Despite very tight deadlines and last minute changes to the scheme, the lighting project was delivered on time and to budget.
Jimmy Roche, Sales Representative from Tobbell Electrical commented: “We were 
looking for an energy efficient LED track lighting solution for this project and I was impressed by Lingo’s aesthetics and performance. Gamma’s valuable input is an asset to our range of services and with the variety of products they offer we are able to ensure that we provide our customers with a complete lighting solution that is tailored to each specific application and meets the objectives of the brief. Its reliability and fast turn-around, as a UK based manufacturer, is also an added bonus.”
Denham were extremely pleased with the outcome of the store in which they said the lighting scheme helped create an aesthetically pleasing environment that was sympathetic to the brands premium image.
Due to the success of the lighting scheme, Lingo’s have now been added to the store entrance, mannequin displays in the windows and have replaced the original lighting in Denham’s ‘Private Wardrobe’ – an exclusive area, located on another floor away from the main store, which provides customers with a private shopping experience. The ‘Private Wardrobe’ concept was introduced to Leeds after being launched in Amsterdam’s flagship store.
In addition, a framelight sample was sent to Amsterdam as Denham was keen to consider Gamma’s LED framelights for future store roll-outs and refurbishments.
www.gamma-uk.com
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