Specialist LIGHT
2 INTRO Imagine the function of lighting in a theatre. The actors are ready, the scene is set, decoration is placed to give the right impression, the fragrance from the smoke machine is filling the room. The actors have spent months on practicing each word and every move, and more than 100 people have been involved. Without light, none of the above would make sense. The decoration, the actors, the smoke - all the preparation done to sell the show would have gone unnoticed. Every day, we are on stage in our stores. We have to make sure that the store is ready for the consumer. We need to take advantage of every square meter, to assure the best possible experience for our consumer. Lighting plays a very important role in showcasing your store merchandise, as well as highlighting the design in your store. Lighting used in the right way completes a store. It not only helps lead consumers into your store, but also helps us highlight products and increase their visibility; thus, encouraging purchase. Remember, that styling is not complete until lighting is adjusted to support it.
3 CONTENTS Lighting plan 04 Areas in the store 06 Different lights in your store 07 Changing the bulb 08 Maintenance cleaning 09 Windows 10 Entrance 11 Tables 12 Racks 13 Mannequins 14 Wall 15 Jeans Intelligence area 16 Shoes 17 Accessories 18 Fitting room 19 Cash desk 20 Checklist 21
4 LIGHTING PLAN For each Jack & Jones store there is a lighting plan. This is used for the contractors showing them how to place the rails and electricians where to place the spots. The blueprint of the lighting plan is provided by RIIS RETAIL in the early stage of construction. There are for each store a specific number of spots to secure the right lighting and nevertheless our store concept. It s key that this lighting plan is executed correctly and that it s followed. On the picture you clearly see the spot name, spot information, RIIS item number, amount and even though which bulbs to use and order in the future. The blueprint also showcase the placement of the rails and most important where to use the different spots. Always make sure that when you visit a store that the lighting is according the lighting plan to avoid too less or too many spots, the right spots and placement. See shop overview with lighting plan on next page.
LIGHTING PLAN 5
6 AREAS IN THE STORE The different lighting areas of a JACK & JONES store are: Windows Entrance Tables Racks Mannequins Wall Jeans Intelligence area Shoes Accessories Fitting room Cash desk The following chapters will explain: How we work with lights in our stores The different areas we have in a store when working with lights How the different areas are executed How to maintain the lights
7 DIFFERENT LIGHTS IN OUR STORE A: Spotlights are the most common lighting fixture in our stores. With this type, it s possible to aim the light in the right direction and to move it around where needed. Installed in lighting tracks with a 3-phase adaptor. B: Down lights were used in older stores as a part of the previous lighting design. Today, these are only used with low ceilings, beams and fittingrooms, where it s not nessesary to move them around. This is fixed lighting. C: To highlight deco-material; the deco spots are mainly used to focus on specific decoration or accessories racks to narrow the area of light. They are also used in fitting rooms without ceilings. D: Fluorescent tubes are mainly used around the ceiling or the walls to create the right atmosphere. Blue fluorescents have been a part of the JJ Lighting design for the jeanswall, as an eye catcher for this area, indicating this is the jeans area. E: Mainly used above the jeans table. According to Shop600 (2011), pendants are no longer in use in the rest of the store above sales tables.
8 CHANGING BULBS A: Remove the front by turning it anticlockwise. This gives you access to the bulb. B: Take out the faulty bulb. Sometimes it feels stuck, but by twisting it gently backand forward or pushing the springs on the socket - it gets loose. C: Take the bulb out and dispose it in the right place - not in the regular trash can, for the good of nature/enviroment, as it contains mercury. D: Insert the new bulb (same type/version as the previous one). Avoid touching the glass part by holding the socket of the bulb - or you can use a dry cloth or paper to hold around it. Make sure that the bulb is secured in the right way in the socket - has to be pushed firmly down in the socket. E: The bulb is now placed in the socket. F: Attach the front again by turning it clockwise. The spot is now ready to use.
9 MAINTENANCE CLEANING A: Why don t you clean the spot when you are already changing the bulb? Simply wipe away dust on the outside surfaces using a dry cloth. If the front glass is milky-white, you need to dismantle the front - as this layer is situated on the inside. B: Using a dry cloth, wipe away dust on the outside surfaces. C: Remember all the sides of the spot. D: If the front glass is milky-white, we need to dismantle the front as this layer is situated on the inside. To clean the inside of the glass, remove the front by turning it anti-clockwise. E: Remove the three splits by pressing them together to release the cover. F: You will now be able to remove the cover. G: Remove the metal holder for the bulb by simply lifting it. H: You will now be able to clean the glass inside with a dry cloth. To assemble the spot, follow the same steps backwards.
10 WINDOWS Windows Only use lights on the decoration if you need to highlight styles. Best case - if possible with 1 metre in between - both pointing in the direction of each mannequin. Light up the whole mannequin including his head. Make sure that the lights are clean and working properly as this is our face from the outside and gives the customer the first impression. Spots per mannequin: 1 mannequin = 2 spots Group: 2 mannequins = 3 spots 3 mannequins = 4 spots
11 ENTRANCE Use 1 spot between the alarm gates, pointing directly downwards to the floor. Use 1-2 extra spots (if available), to highlight the front table to make it visually attractive. Make sure that NONE of the spots are blinding/pointing out against the doors/ street, as this is almost a stop sign for a consumer. Check and ensure that the outside sign and wall mounted lamps are working properly.
12 TABLE Step 1 - table Use 2 spots covering the table top. Use 1 spot for the bottom shelf. Place the spots max. 1.5 m away from the table. No spots to be pointed from the back of the table. Adjust the light so its not blinding. Adjust the light from the spots so the illuminated edge is max. 30 cm around the table.
13 RACK Step 2 - rack If placed beside a table, then use 1 spot. If stand-alone, then use 2 spots to highlight the front styles. When a rack is placed in the walkway, then make sure not to blind the consumer from both, walking in and walking out of the store.
14 MANNEQUIN Step 3 - Mannequins 1 spot in front of the mannequin. Max. 1.5 m away from the mannequin. If you need to highlight the mannequin, use 2 spots (if available) 1 on each side of the mannequin, with a distance of 1 meter between these spots. Light up the whole mannequin from head to toe.
15 WALL Step 4 - Wall As a basic rule, use 1 spot per wall part 3-part wall = 3 spots 4-part wall = 4 spots 5-part wall = 5 spots 6-part wall = 6 spots All spots are adjusted to highlight the styles on fronts. Do not use spots to highlight the decoration on the top shelves. Adjust the light so you will have as little light on the surrounding wall as possible. For stores that have lights with barn doors adjust to the above points. Adjust the spots to capture the light to avoid unnecessary light at the wall, floor and ceiling (red line).
16 JEANS INTELLIGENCE AREA Jeans Intelligence wall 1 spot for each space between the half mannequins or hanging jeans. Use cold light (942), to highlight the blue color. On the belt rack next to the jeans use warm light (930) which is better for leather and wood. Adjust the light on the mannequins/ hangings, and not on the stock shelves. Jeans Intelligence table A: 2 m long table B: 3 m long table Use warm light (930) for the jeans table. 1 spot for every metre - on a standard Jeans Intelligence wall 2 m long table, you ll need 2 spots as illustrated. The large jeans table requires 3 spots. A: Jeans Intelligence table - 2m B: Jeans Intelligence table - 3m
17 SHOES As a basic rule use 1 spot for every 2 rails 2 rails = 1 spot 4 rails = 2 spots 6 rails = 3 spots Adjust the light so you will have as little light on the surrounding wall/floor as possible. Adjust the light so it s not blinding.
18 ACCESSORIES Use 1 spot for each wall section. For a stand-alone accessories rack, light up each side. As less light on the floor and surrounding wall as possible.
19 FITTING ROOM Make sure that the halogen spots are always working and that a consumer never enters a dark fitting room. Adjust the 2 often downlights in the middle of the floor. This way, the person standing will have light mainly on the chest. Do not adjust the light against the mirror, as it will be blinding the consumer
20 CASH DESK 1 spot used for the working zone/desk (2 spots used in total). Do not light directly into the terminals, as you can t see the screens. Do not blind the consumer with light. No spots at the TV screens at the back. Use 2 decoration spots, if there is a JACK & JONES logo on the back wall.
21 CHECK LIST Have you used the right amount of spots according the guidelines? Are all spots, down lights and fluorescent tubes working properly? Are the spots clean, and the glass transparent? Is warm light (830 or 930) used for all spots except for the jeans wall? Is cold light (942) used at the jeans wall? Do any spots blind you when you re standing at the entrance? If so - adjust these spots again. Is the light in the fitting rooms adjusted and working properly? Do you have enough spare bulbs in the back office - and the right types? No spots are taking up space at the stock or back office for no use? Have the faulty spots been returned?