Hedonism Wines
Thursday 13 Jun 2013

 

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A new concept in fine wine retailing, Hedonism Wines in Mayfair is a sophisticated wine boutique anticipated to become a key destination for wine enthusiasts and collectors from across the globe.

Light is used to reveal the character and identity of the store in both a functional and decorative way. An analysis of the boutique’s location showed a high volume of passers-by after the store is closed; the storefront therefore needed to have enough impact to engage curiosity and promote return visits.

Given that the two key street-facing elevations are fully glazed, it was decided to use the internal lighting to create the external image. A living light concept was proposed, using video projection with uniquely themed video content which is adaptable for seasons and events; this flexibility was considered essential given the store’s proximity to brands that often refresh their window displays.

One of the toughest challenges was to develop a lighting scheme for an environment with strict temperature requirements: precisely 16C on the lower ground floor and 17C on the ground floor; these temperatures are required to preserve the merchandise at optimum condition. To achieve this it was realised from the outset that it would need to be a 100% LED scheme. The design of the light is layered, with accent, display and ambient lighting complementing both the merchandise and the light and airy interior design. On the ground floor, glass pendant luminaires reminiscent of champagne bubbles distract from the fixtures focused toward key display counters, whilst on the lower ground floor, the red wines are lit by low-hung copper pendants, concentrating attention around the central display units and enhancing the cellar-like atmosphere.

The famed Chateau d’Yquem collection has been turned into a series of glistening gemstones. A concealed fibre optics system shines through the distinctive golden honey-coloured liquid allowing the bottles to glow from within. The effect is supplemented by homogeneous LED backlighting integrated within the cabinet, which is activated via a PIR sensor when a customer approaches the display. A bespoke lighting installation turns the central staircase into a sparkling focal point. Created from upended wine glasses mounted at varying heights, the organic sculptural form is inspired by the contours of a vineyard. Individual LEDs illuminate each glass, forming a dazzling three-dimensional effect. View a video of the project here.