SENTRY FOODS – HILLDALE
IIDA Award of Merit
NASFM Grand Prize in Retail Design
VM+SD First Place in Retail
The concept for lighting this grocery store established the theme with theatrical focus and drama, and helped achieve the ultimate goal of increasing sales by an extraordinary 60%, which the owner attributes to the lighting design. This project also proved that retail success can be met with maximum energy efficiency, winning 1st place at the International VSMA retail awards and the NASFM Grand Prize in retail while complying with this states extra-strict version of the ASHRAE 90.1 energy code.
The key was to model the retail merchandise with glints and texture, using energy efficient sources that provide the best color-rendition. This theatrical form of retail illumination is complemented with thematic venues like storefronts. Shopping in the fish market becomes an undersea adventure with blue neon waves overhead and projected water reflections, while strong white retail light overcomes any potential discoloration.
Low ceiling height and even lower headers made this remodeling project complex, so it became necessary to de-emphasize some of these architectural elements. Rather than illuminate or shadow the massive low headers, an innovative solution created a dimensionless, thematic appearance, using HID projectors and texture patterns to give it a 3D effect.
Higher brightness displays within the grocery store pull the customer’s attention past the checkout into high-margin and colorful areas. Illuminated forms and fixture patterns help direct the flow of customers. Wall décor was illuminated to improve contrast ratios and keep the space attractive and bright. An innovative arrangement of fluorescent merchandising fixtures over the shelving areas minimized shelf shadows and ceiling brightness while providing high levels of vertical illuminance.