"I decided wherever possible in retail to stay away from discharge lamps. For the H&M store, I needed an LED-based spot fixture and chose to use the Platinum Spot LED II," Levy says of the efficient LED-based colour and effect spot moving head.
Levy created an all-white moving light grid with custom-painted white Platinum Spot LED II units. "They are sending moving beams around the store all day long, creating energy and excitement for shoppers as they enter," he explains. "The idea is that the store is in New Year's Eve party mode 24/7. The moving lights make it feel like you are coming to a party or night club."
H&M is a growing clothing retailer with an innovative, trend-setting image (an opening day appearance by Lady Gaga helped kicked off the party atmosphere) and the new flagship store in Times Square reflects that with a metal decor and futuristic, tech-savvy design that the Elation Platinum Spot LEDs look perfectly at home in.
Known for fulfilling a lighting brief with a cutting-edge custom solution, Levy turned to the Platinum Spot LED's 135W cool white LED engine to cut through high ambient light levels while using the fixture's 8 colors and 14 gobos to splay effects across the space and onto the reflective surfaces. To keep the energetic atmosphere fresh, beams can then be manipulated via a frost filter, 3-facet rotating prism, iris, focus, high speed shutter and strobe.
The H&M store in Times Square is located in one of New York City's priciest locations for real estate and the clothier needs to attract shoppers at all hours of the day. By creating the alluring party atmosphere, the Elation Platinum moving heads are helping do their part.
(Jim Evans)
