“Lighting is the most important element in store design,” says Christian Rodaer, Manager of Deco Neuf in Molenbeek-Saint-Jean. In just over a couple of weeks, this interior design company renovated a branch of Video Square, a chain of stores that sells CDs, DVDs and flat-screen televisions. The lighting study was carried out by Cebeo’s specialist. “His advice was very important to this project.”
What is Deco Neuf’s line of business?
Christian Rodaer: “We are an interior design company that specializes in store design. I started this business 20 years ago, designing in the hotel, restaurant and café sector before moving on to stores. We are involved in all aspects of design, from A to Z.”
What was your objective for this Video Square store in Namur?
C.R.: “The store could only be closed for 18 days to complete the renovation. The owner wanted to minimize this period so that customers would not take their business elsewhere. That is the amount of time we had to tear down the old layout and install the new one. It was a race against the clock. That’s why it was very important that the materials we ordered be delivered on time. In this respect, Cebeo, as always, complied strictly with the agreements we had made.”
What is the main difference compared to the old design of the store?
C.R.: “The lighting, without a doubt. Before, the store was very dark. It is also very long and narrow, which made it difficult to attract customers to the back of the store. I asked Cebeo to do a lighting study based on the store drawings. The lighting specialist came up with a lighting plan that called for 1,200 lux per square meter in the back of the store as opposed to 800 lux in the front part. As a result, the difference in brightness draws customers towards the back of the store. The Cebeo specialist also looked for an alternative to the 12-V low-voltage spotlights for the wall shelving. The lights burned out too quickly because of the vibrations from the music. On Cebeo’s recommendation, we installed discharge lamps in a mount that includes a reflector.”
There is ample lighting, yet you’re using less energy.
C.R.: “That was also a request made by the owner. There are many mounts, but we used energy-efficient lights almost everywhere. This makes a dramatic difference in the amount of energy consumed.”
What do you think of the end result?
C.R.: “The difference is truly amazing. For me, lighting is the most important element in store design. Its impact should never be underestimated. The proof is plain: since the store reopened, revenues have increased by more than 25%.”
