Bose® at Bullring, Birmingham UK is the first of a selected European roll-out of a new store format for Bose, with further stores in Paris and Marseille in France also recently completed.

The format, which incorporates a striking angled façade, the theme of which continues through the interior, was created by Amsterdam design house, Concrete, and was brought to life in Birmingham by London-based Antarchitecture. Optelma worked closely with Antarchitecture to design a solution that would reflect the high-quality nature of Bose® products and give consumers the choice to view and experience the featured Bose® product range, including headphones, digital music speakers and home entertainment systems.

Within the main showroom Optelma’s recessed Keno system is used in continuous 15m slots, creating a ‘pathway’ that invites customers to walk down the length of the store. Featuring the fully adjustable Tima with Xicato 2000 lumen LED, selected for its superior colour rendering qualities and reliability, the Keno profile also incorporates fire, sprinkler and smoke detections systems, thereby maintaining an uncluttered ceiling.

A warm feel is created in the main store area, the ‘inspirational’ side of the store, using a warm colour 3000 Xicato with a variety of beam angles that can wash the graphic wall or pin point a featured product.

A slightly different feel was wanted in the ‘pod’ areas where personal audio equipment such as entertainment headphones and Bluetooth speakers are displayed and demonstrated. A cooler whiter light (4000K) was chosen to give a crisp, high-tech atmosphere reinforcing the innovation mantra of Bose®. This area uses made-to-measure Tima adjustable lights with 20 or 40 degree reflectors enabling the light to be controlled, so as not to contaminate the screen-based presentations. White spotlights with black detailing are mounted either as two light modules for a subtle approach, or using three light modules when a stronger feel is required.

At the front of the store, the refined lighting scheme is complemented by Optelma’s Dosk Xicato LED spotlights throwing pools of light onto featured products, while the striking exterior shop window features a miniature Keno twin spot panel, which echoes the interior lighting design, neatly tying the scheme together.

Tony Sayers, Principal, Antarchitecture, comments, ‘When we were asked to be involved with this project we felt that the lighting products previously put forwards for the scheme did not reflect the design of the Bose® products. We recommended that Optelma had a product range and attitude that was truly compatible with the vision of this new concept store. As well as achieving a more premium feel, we knew we could rely on Optelma to work with us to deliver on time and within budget.’

Team
Client: Bose®
Concept Design: Concrete, Amsterdam
Architect and Lighting Design: Antarchitecture, London
Manufacturer: Optelma Lighting

Images: © Tony Lu Photography