Online fashion retailer Boden showcases its products in the real world

Fresh flowers on the table beside the window, a soft rug in front of the fire and a cosy sofa with favourite cushions are all things that turn a living environment into a home. The new Boden store in London’s famous shopping centre Westfield White City has that same welcoming atmosphere. It has been outfitted with loving attention to detail, featuring photo walls and original chests of drawers that tell stories and create an ambience we wouldn’t usually encounter outside the home. Boden customers can now enjoy a home-away-from home shopping experience, based on a brilliant lighting concept designed and implemented by lighting specialist Ansorg.

Before Boden opened the store in Shepherd’s Bush, the changing rooms could only be accessed in the virtual world. Now Boden has followed the trend of opening a stationary counterpart to the online shop. The high street stores increase brand awareness and allow consumers to experience and inspect all facets of the products. Boden’s priorities were the shopping experience, on the one hand, and a modern, cosmopolitan vibe surrounding the garments, on the other. Ansorg developed a lighting concept that emphasises the living room atmosphere and harmonises perfectly with the distinctive upholstered furniture, the fancy mirrors, the many wooden surfaces and the decorative fireplace. The luminaires are discretely installed to underline the store’s intimate atmosphere while accentuating the products.

Natural lighting for the living room effect

The basis for the Ansorg lighting experts’ design were the three retail sales areas with men’s, women’s and kids’ fashions on a total of 260 m² retail space. 
Even though the light doesn’t take centre stage, it is a key element of brand communication because it creates the homely atmosphere and provides targeted product illumination. The Ansorg lighting concept for the Boden store combines a carefully selected colour temperature with spotlights set at precise angles to create the effect of natural lighting. The ceiling luminaires reflect the architecture of the interior design that guides customers through the store without being intrusive. They also maintain a balance between inviting and authentic home atmosphere, and fashion article accentuation. Shopping at Boden is like shopping at home. Ansorg created the homely effect with minimalist recessed spotlights that bathe the sales floor in warm light and support the intended customer experience. 

Layouts change – and so does the light

The store lighting can be flexibly adjusted. If the store interior is changed to accommodate a new collection or range, the ceiling luminaires are simply adjusted. A mix of narrow and medium-beam spotlights creates dynamic lighting that adds dramatic effects and creates an interesting mood. The light design is consistently incorporated in all three retail areas right up to the fitting room area, which has pleasantly soft lighting thanks to the compact Coray CXR.