The opening in Los Angeles of the chain’s one hundredth store marks a landmark moment in the expansion of Shasa – a young but already successful fashion brand.
For the occasion, the new store was designed differently to its predecessors, with a series of features reworked, starting with the main window which represents the initial point of contact between customer and store. The brand ID, communicated in the same way in other areas too, was reinforced through the fresh, dynamic use of the corporate colour, with a monochromatic palette which frames and enhances the merchandising.
To convey the brand’s personality and passion for fashion, a simple, highly dynamic graphic was selected: strong pink tones contrast the gold and the eccentric messages on the walls created using a range of techniques.
The store as a whole comprises features that will be easy to update for each new season, so that the customer enters a stimulating, current environment on each visit.
The lighting design for this setting had to be elegant, but not too showy, and extremely flexible for a space which will be regularly reconfigured. The different areas of the store, from the cash desks to the windows, the general displays, the shelves and the changing rooms, are lit using a range of retail solutions: Fivespot pendants, Envios and Sunluce projectors and Mosaico and Unisio recessed luminaires.
All luminaires use high performing, high efficiency LEDs, with a CRI of > 90 to ensure excellent visual comfort and optimum colour rendering of the accessories and garments on display.
The reduced consumption limits the energy impact of the installation, lessening CO2 emissions and watts per square metre.
The general vibe is in keeping with the Shasa brand, for a store that’s sure to excite, with its delicate, feminine tone. The overall result is extremely appealing, and certainly one of a kind.