Photos: Tim Dowling Photography, Cedarburg, Wis.
Gems and Fixtures Shine at Diamond Nexus
Opened in September 2011 in Schaumburg, Ill.’s Woodfield Mall, Diamond Nexus’ second flagship store combines a monochromatic color scheme and high-gloss fixtures with brilliant lighting to enhance the
radiance of the retailer’s jewelry—
high-end diamond simulants and synthetic
gems. The goal was to create a luxury store
in a small, 1,000-square-foot space, optimizing the display areas without making
the store feel crowded. The store features
chrome accents and hardware, granite
floors, glass, and other luxury touches.
Lighting the space was a team effort.
The architect, Aiello Architecture, based
in Glenview, Ill., designed the dimensional
ceiling and indirect lighting, including
much of the overhead lighting. The retailer
selected the signature, custom ceiling
light fixture. Milwaukee, Wis.-based RCS
Innovations, working with concepts generated by an architecture firm, provided interior design and fixture design, produced
the casework and displays, provided furniture and much of the lighting design, particularly where lighting was integrated into
store fixtures and displays.
Multiple layers of direct and indirect lighting soften the feel of the space.
Lighting, primarily LED and fluorescent,
was carefully employed to enhance multiple levels of fixturing, with predetermined
focal points—drawing attention to the
brilliance of each piece of jewelry in every
case and cube. “Each floor display has its
own self-contained, adjustable lighting
fixtures that can be adjusted to customize lighting for specific merchandise,” says
Larry LaGuardia, business development
manager for RCS Innovations. Display
cubes and floor fixtures were designed to
provide ambient lighting for the store as
well as to highlight the jewelry. “Within
the casework, we used high-output, 6000K
LEDs because they provide the optimum
spectrum of light to enhance gemstone
brilliance,” he explains. Wiring and related
components are concealed in framework,
cabinetry, and other design features.
The store’s feature wall and vertical wall
cubes utilize fluorescent lighting to create
dimension and depth for the fixtures and
provide additional focal points within the
store. Fluorescent fixtures were also used
to soften transitional spaces within the
store, separate areas of interest, and pro-
vide visual cues for customer traffic. The
elimination of straight-line sales counters
creates a more interactive shopping experi-
ence where customers and store staff min-
gle. Wall displays, with frames, internal
lighting, and secured doors, are designed to
showcase the retailer’s jewelry like pieces
of art in a museum.
Diamond Nexus Flagship Store
| Woodfield Mall, Schaumburg, Ill.
Architect of Record: Aiello Architecture,
General Contractor: G3 Construction,
Lighting Design/Turnkey Supplier:
RCS Innovations, Milwaukee, Wis.
Retailer: Diamond Nexus Labs, Franklin, Wis.