LIGHTING

Group Member:
Wong Hoi Lam
Yew Kok Ho
Tee Siow Ying
Chin Jo yoi
Chak Shin Yee
Park Il Woung
FENDI (HIGH FASHION)
 HISTORY

Launched in 1925 by Adele and Edoardo Fendi

1946,their second generation started entering and bought new wave of enthusiasm.

1965, Karl Legerfeld joined and became the creative director of fur

1994, Silvia Venturini Fendi joined the creative director for accessories and mens line

2001, became a multinational luxury fashion brand and member of LVMH group

2014, started making plans to use drones to show its catwalk fashion.
STORE EXTERIOR OVERVIEW

- They are using warm LED cove lighting for the store faade

- The faade lighting design attract the customer to have a look in it

 SIMPLE ALPHABET FENDI
SIGNAGE WITH BACK LIGHT

- The signage is using cool white back lighting to make a contrast with the walls
warm lighting, in order to jump out the signage from the faade and make it more
eye-catching.
 WINDOW DISPLAY

- Window display is decorate with spotlight surrounding the frame which light
up different direction.

- As from the store exterior overview, we cant clearly seen the focus of window
display, the lightness of the spotlight may be a little bit brighter to strengthen
the focus purpose .
PRODUCT DISPLAY AT THE RIGHT SIDE

- The product display is placed at humans eye-level with hidden LED in the display
boxes.
 INTERIOR CEILING LIGHTING

- LED recessed light is in a row of four and placed in straight order.

- As the recessed light is placed in a straight order throughout the whole store , we can see the
rhythm lighting when we enter the store .

- This lighting isnt only for functional purpose to light up the store but also decorative by
create a rhythm design.

- The ceiling lighting design makes unlimited extension

PRODUCT DISPLAY
 All the display boxes/cabinet is decorate with hidden strip lighting or puck light
to give prominence to the product from the display area

A row of puck light is placed under the display rack of the shoes to decorate the
area and make it more eye-catching

Some lightings such as spot light / Pendant light are suggested to have above the
shoes display area in order to light up the top display rack.

The display boxes which covered with glass to display small accessories is too
bright cause us unable to see the product from distance .
INTERIOR OVERVIEW
 CONCLUSION
FENDI store try to give out a noble and warm feeling to customer, but they didnt
success to bring out both .

FENDI didnt bring out any unique and exclusive lighting mood from their store
design

FENDI success in provide customer a warming space at the shoe display and
trying area.

Is good to use LED light for the whole store which FENDI store did, because LED
lighting is electric saving and last longer

They can play around with the product display lighting instead of just with hidden
strip lighting & puck lighting to make the store feel more interesting and
attractive
SPAO (HIGH STREET FASHION)
 HISTORY

SPAO is an apparel store owned by E-land Group which established in 1980.

SPAO has more than 50 branch in korea, 3 in Japan.
In 2013 SPAO also opened two branches in China.
SPAO also offers product lines co-produced with top-notch designer Chang Kwang
Hyo.
SPAO has special collaborations with Disney and also SM Entertainment, with their
endorsements of Korean idol groups such as Super Junior and EXO.
 STORE EXTERIOR OVERVIEW

-Entrance is kept as simple as possible, the signage is lit up, which strongly contrasted
with the dull black exterior, theres also a big LED screen on the side to grab passer
bys attention
 INTERIOR OVERVIEW

The interior lights are positioned in a way that they are focusing on the products by using
LED spot light, to highlight the products and catch our eyes attention (example: focusing on
new arrivals signboard and endorsement models poster)
 FRONT OF THE STORE

-Front of the store consist of mainly formal wear and is decorated in

classy dark/wooden interior and dimmer lights, giving out a
comfortable and welcoming store ambience
BACK OF THE STORE
 Back of the store consist of casual daily wear plus accessories, interior is
decorated in white to brighten up the store and to give out a livelier atmosphere
CONS OF STORE
 Too many lights in random directions, can be a little blinding when looking up
Looks a little messy as the lights are positioned in random and different directions
 PROS OF THE STORE

The design of the lightings are kept simple and casual, to match the brand/store
concept- simplicity, casual, lifestyle, trendy and comfort
Uses simple modular LED recessed light & spotlight which are sustainable and
cost/energy saving
 CONCLUSION
Accent lighting used to emphasise on certain display or specific area in a store and attract
customers eye attentions.

the lightings positioned randomly and placed in specific directions to make the products
stand out even more.

They play popular up to date korean pop music as well to attract more customers

They successful delivering a message about how normal people like us can dress and be like
the top korean celebs that endorsed for the brand, by shopping in SPAO.
Functional lightings kept basic and simple and solely focuses on making the stores product
stand out to catch peoples attention, the lightings itself are not eye-catching enough to be
viewed as decorations.