DDi - June 2013 - (Page 58)
Photo: © Paul Warchol
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58 | Right Light
Vibrant vino
Vintry Fine Wines boasts an elegant boutique approach
to wine store lighting
By Vilma Barr
A
n award-winning, artistically lit interior is
not what shoppers expect to find in their
neighborhood retail wine store. Vintry
Fine Wines, located in Battery Park City in lower
Manhattan, set out to prove that their customers
can make their wine selections in a distinctive
environment housing a world-class collection of
2,500 selections.
Vintry’s merchandising approach to turn a
retail wine shop into a visual event was created
by architects Rogers Marvel, with lighting by
L’Observatoire Intl., both based in New York. The
project won the top 2012 GE Edison Award of Excellence, presented in April at this year’s Lightfair
in Philadelphia.
“We were inspired by the parallel rows and rolling contours of a hilly vineyard,” says architect
Rob Rogers. Thanks to lighting designer Hervé
|
June 2013
Descottes of L’Observatoire, the 2,100-sq.-ft.
space imparts a gem-like status to each bottle in
an elegant, museum-quality setting.
Located at 230 Murray St. along the new pedestrian walkway, Vintry brings fine wine to New
York’s revitalized downtown and its growing residential population.
In place of the typical wine store lighting that
does little more than allow customers to read the
labels, Vintry’s design reflects the owner’s image of
wine presentation. “By association, the store itself
is a 3-D expression of the talent and artistry of the
people responsible for the quality of the wines on
display,” Roberts says. “Curvilinear forms serve to
expand the perceived space as experienced by the
visitor, along with maximizing the actual linear
footage for display.”
To emphasize the curves of the wall systems
and freestanding displays, Descottes selected GE’s
Tetra Contour LED systems with a warm color rating of 2700 K. “The Tetra systems were specifically
molded to each shelf and stack of bottles below,”
Descottes says. “A mock-up was constructed of
the display fixtures, so that the architectural and
lighting teams could study the maximum quantity
of light needed to illuminate the bottles placed on
an angle on the shelves with a minimum of reflection from the LED mounting.” He points out that
each fixture, whether mounted on the shelves or
at the ceiling line, is not visible by shoppers examining the products.
The LED fixtures are dimmable and maintained
by a computerized control system that adjusts the
store’s lighting level based on measurements of exterior light conditions. Rated life for the fixtures is
50,000 hours.
At the center of the shop, a large free-form faux
skylight illuminates the space below. The use of
all bright-white materials offsets the curved steel
and leather wine display shelving system. Customer touch pads are placed at the central wine
table to answer product queries. Floor space circulation allows for the staging of tasting events
and wine education classes.
To email this article, visit www.ddionline.com/magazine.
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Table of Contents for the Digital Edition of DDi - June 2013
DDi - June 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Editor’s Choice
Design Snapshot
Cover Story: Isetan
Little Bookworm
Polaroid Fotobar
Creative Roundup
The Art of Drawing
Globalshop 2013: Post-Show Coverage
Right Light
Product Spotlight
Calendar
Advertisers
Classifieds
Think Tank
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