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Location

Philips Lighting

Case study

Deichmann shopWerretal-Center, Bad Oeynhausen, Germany

AmbiScene or shops

SceneOn, MASTERColour CDM Elite

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Fast acts

Client

Deichmann

Project/location

Werretal-Center, Bad Oeynhausen

Luminaires and lighting controls

SceneOn lighting system, Fugato downlights, SmartForm

recess-mounted luminaires; Multidim with touch panel

Light sources

MASTERColour CDM-TC Elite 35W, CDM-T 35W,

CDM-T 70W, MASTER TL5

Lighting application support

Uwe Selter and Sonja Kttler (Philips)

Lighting eect

Flexible lighting and accent lighting

BackgroundIn 1913 Heinrich Deichmann ounded a shoe actory in Essen-Borbeck.

Today Deichmann employs over 26,000 people, making it Europes

largest shoe retailer. It boasts over 2,300 branches, which sell good-

quality ashionable shoes at aordable prices. Inside the store, the

various customer groups are targeted specically with dierent oers,

which can be ound concentrated in individual themed display islands.

The dierent customer groups are targeted with specifc oers, which

can be ound on individual themed display islands.

The challengeDeichmann wanted a bright, riendly lighting atmosphere with distinct

highlights. All shelves had to be illuminated uniormly to show o the

merchandise to best eect. In addition, the aim was to simpliy

installation and reduce maintenance whilst at the same time providing

a more energy-ecient solution with low operating costs.

The solutionA combination o round Fugato downlights and sq uare SmartForm

recess-mounted luminaires provides neutral-white general lighting.

The downlights are tted with energy-ecient MASTERColour

CDM-T Elite 35 W lamps with a high luminous ecacy.

The fat SmartForm luminaires t in well with the ceiling architecture

and oer a very high level o eciency.

The fexible SceneOn lighting system is made up o individual modules

specially customised or Deichmann. This made it possible to highlight

the individual themed display islands. In keeping with the Deichmann

concept, warm-white light is used or the accent lighting so that these

specic areas stand out rom the rest.

Adjustable downlights illuminate the s helves. They are aimed precisely

so that the bottom shelves are lit eectively and every shoe is clearly

visible. Asymmetric wall-washers light up the walls in a uniorm manner

rom top to bottom. Here too, energy-ecient lamps are used.

In the childrens department, SceneOn modules with dynamic RGB

lighting create a changing play o colours that ensures that the little

ones eel at home. This eye-catcher urther enhances the brightly

coloured range o childrens shoes.

BeneftsThe lighting design solution has given rise to a modern and riendly

atmosphere in this new Deichmann store. The various sections are

clearly delineated, creating individual areas o interest. Deichmanns

entire range o shoes even those on the bottom shel are

displayed to best eect.

With its design and energy eciency, the SceneOn fexible lighting

system won over the customer.

Enhancing store ambienceand layout with light

The lighting design supports our concept and makes the

shop more attractive. Customers step into a modern store

with a pleasant atmosphere, and individual display areas are

clearly highlighted.

Wolfgang Turrek, construction and project leader at Deichmann

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2008 Koninklijke Philips Electronics N.V.

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