In May 2011, prestigious UK retailer Selfridges launched a new campaign to engage the public on the issues of overfishing and ocean conservation. To bring this message to the broadest possible audience, Selfridges used LED lighting to transform the façade of its flagship London store into a shimmering, dynamic display of underwater colors.
Situated at the heart of London’s bustling Oxford Street, Selfridges is one of the world’s most iconic retail destinations. The building itself is a listed landmark with beautiful and historic architectural features. All year long, its thematic window displays draw eager crowds of shoppers and tourists. To support their ambitious new Project Ocean campaign, Selfridges needed a flexible and state-of-the-art LED lighting system. Color Kinetics and partner Architainment Lighting Ltd created a dynamic, low-maintenance system capable of completely transforming the department store’s façade at the push of a button. ColorReach Powercore floodlights (now specified with ReachElite) highlight the building’s key architectural features, while ColorBlast Powercore LED wash lights deliver a range of lighting effects. ColorGraze Powercore (now specified with ColorGraze IntelliHue Powercore) linear LED luminaires are used for more discreet applications.
Together, these LED luminaires cast a floating net of maritime color across three sides of the Selfridges building. The stunning effect has played an important role in drawing attention to the Project Ocean campaign, which is raising funds for marine reserves and awareness about sustainable fishing practices. The solution also contributes to the campaign’s deeper objectives of sustainable living by delivering energy savings of 30%. Together with Selfridges’ in-house electrical contractor, Color Kinetics selected a special resin to mount the luminaires without damaging the landmark building. To minimize disruption, facilities services company Lateral Concepts and Architainment installed and commissioned the entire system outside of store opening hours.
Rolando Faley, Selfridges’ Head of Facilities and Project Management, is outspoken about the positive results. “Color Kinetics provided our store with a lighting solution that not only helps to reduce our carbon footprint, but grants us full flexibility in adapting the lighting to fit an endless range of themes and a diverse palette of colors. The ‘sea’ effect they created on the building’s façade was truly effective in raising awareness of our Project Ocean campaign’ and is just one example of all that we’re able to achieve with the lighting.”