Astrid & Miyu, founded in 2012, is a London-based cult jewellery brand that has been revolutionising the industry and leading the way in experiential retail. Known for their unique and stylish pieces, Astrid & Miyu has cultivated a dedicated following and established itself as a trendsetter in the jewellery market.
Shoplight, a company renowned for its innovative lighting solutions, has built a strong relationship with Astrid & Miyu, illuminating over ten of their permanent and pop-up retail spaces across the UK. Their latest collaboration with Astrid & Miyu was for the new ‘HOAM’ store located on the iconic Carnaby Street, a significant achievement for the brand and an exciting project for Shoplight to be part of.
The brand-new store spans two floors and is strategically positioned next to Liberty’s and END., making it a prime location for the painted pink House of Astrid & Miyu (HOAM) to stand out. The store’s vibrant and inviting aesthetic is designed to attract and engage customers, offering a unique shopping experience.
Shoplight’s lighting designer, Sam Adams, expressed her enthusiasm for the project, stating, “This was a lovely project to work on, and I enjoyed creating a lighting scheme that matched and emphasised the Astrid & Miyu brand aesthetic.”
Based on Astrid & Miyu’s initial layout, Sam created a lighting scheme for the ground floor which included Raider Micro lights situated together in pairs. Wide-angle beams were placed around the perimeter and evenly across the ceiling to highlight walkways, while narrow beams were strategically used to brighten window bays and merchandise countertops, creating the perfect ambient and display lighting.
A standout feature of the store is the dome surrounded by ceiling mirrors, which presented a unique challenge for the Shoplight team. Their lighting designer had to carefully consider the placement of lights around this feature to achieve optimum results. By considering the distance of the Raider Micro spotlights and the angle of the narrow beam, Shoplight expertly illuminated the merchandise on the shelving window displays. As shown in the lighting calculation above, when focused correctly, the lights are angled perfectly to bring the customer’s attention to the merchandise on display.
In the four tattoo and piercing studios, recessed Colt Mini spotlights were used to provide the ideal lighting level for tasks to be carried out, while creating a calming and relaxed environment. This beautifully matched the elemental theme and design of each room, enhancing the overall customer experience.
Maintaining the building’s original features, such as the beams and a slanted ceiling, posed additional challenges for Shoplight when creating the scheme for the first floor. To resolve the uneven ceiling, Track-Mounted Spotlights were suspended to 2.5 metres. A combination of Titan GS spotlights with narrow and wide beams were used across the ceiling, establishing a warm and inviting atmosphere.
The image and lighting calculation above show how the designer has been able to guide where the angled beams will hit surfaces. The light is focused on the correct places to elevate customer experience.
For this store, Astrid & Miyu opted to include Casambi smart lighting controls within their store, allowing them to create different atmospheres in the store. Since the opening of HOAM, the brand has hosted several events in the store and Casambi has meant they can adjust the light levels for the specific needs of the event.
Astrid & Miyu’s HOAM is a fantastic example of how stores can elevate their customers’ experience beyond a conventional transaction. HOAM encapsulates a full shopping experience, allowing customers to immerse themselves in the brand. A visit to their store can be considered a day out, an opportunity to create memorable moments with friends and family. This innovative approach to retail not only strengthens customer loyalty but also sets a new standard for experiential shopping.
