Page 1

Concept Shop for Moto Guzzi MALD Lighting Design and Technology I Task III Frederik Friederichs Matrikel-Nr.:117004


Table of Contents


Concept

4-5

Sketches

8-9

Floorplan Floorplan in Detail

10-11 12-13

Calculation Show Case Calculation Sales Area Calculation Company History Calculation 1st floor

14 15-16 17 18

Rendering Show Case Rendering Sales Area Rendering Company History Rendering 1st floor

19 20-21 22-23 22-23


Concept

90 years of motorcycle design and engineering. Moto Guzzi is a phaenomenon with a glorious past known by everyone interested in motorcycles. The brand is the embodiement of prestige and freedom.

Founded by two friends in 1921 Moto Guzzi gained publicity by providing engines to the motorcycle racing association. Those engines have been responsible for records and wins and formed the image of Moto Guzzi until now. By 1934 Moto Guzzi was the biggest producer of motorcylces in Italy and one of the biggest world wide. In addition Moto Guzzi was a precurser of new and individual engineering. During the 1950th Moto Guzzi was challenged by the emergence of cheaper car modells and tried to establish itself in other business branches. Since that has happened Moto Guzzi lost its self-esteem. The emotional power of the brand Moto Guzzi is beyond dispute but the number of sales is decreasing. Moto Guzzi needs to find a new way to communication and present itself to the costumer. The showroom will help the brand Moto Guzzi to underline their tradition and will provide space for new developments in motor cycle design and engineering.

Conceptual factors (automotive sector): + create the feeling of freedom: make us of horizontal lines + create the feeling of speed and movement: dynamic lighting in floor + create dramatic effects on motorcycles (light specific part of motorcylce/ lengthwise fitted crank) Moto Guzzi is the embodiment of pure and honest handcraft and engineering. Moto Guzzi is the idea of gasoline and speed mixed with italian flavour.


The lighting concept needs to consider the meantioned factors and characteristics of Moto Guzzi. The motorcycle itself needs the attention of the visitor. Due to this fact it is essential to present and light the motorcycle in a costumer orientated way. The brand Moto Guzzi doesn’t need to show off. Lighting should underline Moto Guzzi‘s image. For that reason the shop is seperated in three areas. The entrance area with the high ceiling of almost 5 meters and the triangled shaped glas fascade will be used as a showroom for new series-production of Moto Guzzi. Besides that area there is an region in the back of the shop refering to Moto Guzzi’s company history and motorcycle developments. The first floor above the history area is used as a meeting and service area from where someone is allowed to have an overview of the hole sales area. The fascade will be lit by extended wall and floor recessed flourescent light

sources in combination with HIT downlights. Another option is the use of led pannels to create movement in the showcase. The entrance area guides the potential costumer towards the counter in the middle of the shop. This direction is underlined by two straight lines of fluorescent tubes. The counter itself will be lit by a task light and feature the commonly known logo of Moto Guzzi. To both sides there are 30cm high platforms installed according to the angled direction of the glas fascade. Those platforms feature the newest motorcycles, which are lit in a combination of inground uplights (in platform) directed to the motorcycle as well as downlights (spotlights) mounted on a suspended ceiling. The platforms are contrasting from the floor by a soft covelight. On the wall to the right handside of the entrance is the Moto Guzzi eagle positioned which is lit by uplights and creates a majestic shadow on the wall.

The history sector focuses on the old motorcycles situated in the middle of the room. To preserve the character of the old motorcycles I placed suspended fixtures with incandescent lamps. In addition to the focused lightsources on the motorcycle it was necessary to provide vertical illuminance in this low room by ceiling recessed wallwashers. The meeting and service area on the first floor features a single classic motorcycle. This motorcycle is contrasting from its sourrounding by a diagonal spotlight, fill light and background light. Moreover this area provides vertical illuminance by an continous wall mounted up and downlight component.


Sketches


Floorplan


Scale 1:50


Floorplan in Detail

LED light field

HIT downlight (narrow spot)

LED uplight component

LED covelight in platform suspended luminaire with incandescent fitting

ceiling recessed LED wallwasher component LED spotlight component


ceiling recessed direct, diffuse downlight component fluorescent

wall recessed LED luminaires for stairs

wall mounted HIT uplight for Moto Guzzi Logo floor recessed LED

suspended ceiling recessed HIT downlight (flood)

ceiling mounted HIT downlight (narrow spot)


0.6

2

0.4

showcase 0.2

0.0 showcase Calculation 2.2 Summary, Showcase 2.2.1 Result overview, Measuring area (virtual) 1 -3.5

-3.0

[m]

500 Illuminance [lx] 1.8

-2.5

-2.0

750

-1.5

-1.0

1000

-0.5

0.0

[m]

2000N

1500

1.6

1.4 General Calculation algorithm 1.2 used Height of evaluation surface 1.0 Maintenance factor

Average indirect fraction 0.30 m 0.80

Total luminous flux 0.6of all lamps Total power 0.4 Total power per area (5.94 m²)

73360 lm 2903.8 W 489.26 W/m²

0.8

0.2 0.0

Illuminance Average illuminance Eav 886 lx Minimum illuminance lx -3.5 Emin -3.0 -2.5 384-2.0 -1.5 -1.0 -0.5 Maximum illuminance Emax 1560 lx Uniformity g1 Emin/Em 1:2.31 (0.43) Uniformity g2 Emin/Emax 1:4.07 (0.25) 500 750 1000 1500 Illuminance [lx] Type No.\Make Object : shop lighting General Installation zumtobel : light Calculation used Average indirect fraction Project number lt III 2 18 algorithm Order :No. :! Height 0.30 m x 900 x 80 Date of evaluation :surface 13.06.2011 Luminaire name : CIELOS 6/21 T16 § 900 Maintenance factor 0.80 Equipment : 6 x T16/21 / 400 lm

0.0

[m]

2000

Object : shop lighting 2 showcase Total luminouserco flux: oflight all lamps 73360 lm Installation Total power 7 number 2 Order : 81244000_V01 2903.8 W 2.2 Summary, showcase Project : ltNo. III Total power per area (5.94 m²) : Logotec LED Recessed 489.26 W/m² Luminaire name spotlight Date : 13.06.2011 2.2.1 ResultEquipment overview, Measuring area (virtual) : 1 x LED 14W daylight1 white / 1080 lm

Illuminance artemide Average Eav 886 lx 31 2illuminance Order No. : L232700 illuminance Emin130 HIT 150W 384 lx2x10° Luminaire name showcase : OTO 2.3Minimum Calculation results, Maximum illuminance lx lm Equipment : 1Emax x CDMT150 /1560 14000 Uniformity Emin/Em1 (E) 1:2.31 (0.43) 2.3.2 Table,g1Measuring area (virtual) Uniformity g2 Emin/Emax 1:4.07 (0.25) -please put your own address hereType No.\Make 11-06-13-21.50 [m] 1.6

2

1.4

721

1.2

810

1.0 0.8 0.6 0.4 0.2

Page 30/75

1100

7

838 849

1190

zumtobel 1040 No. 1270 963 1150 1390 18839 Order :! Luminaire name : CIELOS 6/21 T16 80 938 1110 1250 [1560] 506 1080§ 900 1200 x 900 1310 x 1160 Equipment : 6 x T16/21 / 400 lm 1000 1050

2

1060

1140

1260

1320

erco 1160 Order No. 1160 Luminaire name Equipment 1130

1190

660

1110

1180

1120

1290

1300

1070

1030

: 81244000_V01 : Logotec LED Recessed spotlight : 1 x LED 14W daylight white / 1080 lm

870

708

953

1030

724

826

892

961

1260

857

863

858

863

854

498

852

814

766

666

461

834

777

702

596

441

759

728

647

551

426

825

1050

806

980

1040

769

690

607

518

410

757

930

971

731

654

568

481

(384)

681

820

860

658

589

509

428

0.5 Illuminance [lx] 11-06-13-21.50

1.0

1.5

2.0

-please put your own address here-

2.5

3.0

3.5

[m]

Page 30/75


3

sales_area

3 2

Calculation 3.2 Summary, sales_area 1 Sales Area 0 3.2.1 Result overview, Measuring area (virtual) 1 -4

-3

-2

-1

0

1

2

3

4

5

[m] 10

Illuminance [lx]

300

9 500

N

750

1000

1500

8

General Calculation algorithm used Height of evaluation surface Maintenance factor

7

Total luminous flux of all lamps Total power Total power per area (79.44 m²)

4

Illuminance Average illuminance Minimum illuminance Maximum illuminance Uniformity g1 Uniformity g2 300 Illuminance [lx] Type No.\Make

[m]

6 5

3 2

High indirect fraction 0.30 m 0.80 210820 lm 2594 W 32.65 W/m²

1 0 Eav 729 lx Emin -4 -3 -227-1lx 0 1 2 Emax 1350 lx Emin/Em 1:27.4 (0.04) Emin/Emax 1:51 (0.02) 500 750

3

4

5

1000

[m]

1500

Object : shop lighting General Installation zumtobel : light Calculation used High indirect fraction 20 4 algorithm Order :No. : Project number lt III Height 0.30 m T16 PMMA IP54 § Geräteträger ohne R Luminaire name : SLOTLIGHT II 3 x 1/28 Date of evaluation :surface 13.06.2011 Maintenance factor 0.80 eflektor Equipment : 3 x T16/28 / 2600 lm 3 sales_area Total luminous flux of all lamps 210820 lm Total 2594 W 21 power 22 Order No. 3.2 Summary, sales_area: S7711170 Total power per area (79.44 m²) : Ledos B D85 230V 32.65 W/m² Luminaire name WS : 1 x LED P007 230V /110 lm 3.2.1 ResultEquipment overview, Measuring area (virtual) Illuminance erco Average illuminance 12 10 Order No. Minimum illuminance Luminaire name Maximum illuminance Equipment Uniformity g1 Uniformity g2 Delta Light 26 7 Order No. Type No.\Make 11-06-13-21.50 Luminaire name with zumtobel Equipment 20 4 Order No. Luminaire 27 5 Order No. name Luminaire name Equipment with Equipment 21 22 Order No. Luminaire name artemide Equipment 33 10 Order No. Luminaire name Equipment 34

16

11-06-13-21.50

Order No. Luminaire name Equipment

Eav 729 lx : 81293000_V01 Emin LED Recessed 27 lx : Logotec spotlight 1350 white lx : 1Emax x LED 4.6W warm / 290 lm Emin/Em 1:27.4 (0.04) Emin/Emax 1:51 own (0.02) -please put your address here: 275 05 70 E Page 45/75 : SPATIO W HIC-70 : 1 x HITTC70 WFL SPATIO : 1 x MT-Ø15 70 W / 6600 lm : :: SLOTLIGHT 251 52 20 II 3 x 1/28 T16 PMMA IP54 § Geräteträger ohne R eflektorW2+ : SOLID :: 3 2 xx T16/28 QPAR51/ 2600 lm : 1 x HAGI-Ø50/GU10 35° 35 W / 230 lm : S7711170 : Ledos B D85 230V WS :: 1 x LED P007 230V / 10 lm L232500 : OTO 130 HIT 70W 2x10° : 1 x CDMT70 / 6400 lm : !L232600 : OTO 130 HIT 70W 2x30° : 1 x CDMT70 / 4000 lm -please put your own address herePage 45/75


Object Calculation Installation Sales Area Project number Date

3.3

: : : :

shop lighting light lt III 13.06.2011

Calculation results, sales_area

3.3.2 Table, Measuring area (virtual) 1 (E)

389 [m] 9

(27)

601

42

695

462

479

457

7

5

571 725

675

730

803

625

757

852

769

265

751

849

807

754

601

517

750 4

3

2

1

651

725

795

957

983

948

343

37

8

6

828

938

1060

1060

629

683

703

703

891

1100

1010

1110

949

1040

811

1050

414

974

1070

1170

906

987

1070

1190 1170

352

1330 [1350] 1240

841

806

796

801

842

910

987

1080

743

844

801

790

802

838

907

977

1050

731

845

791

774

782

815

871

937

702

827

774

747

754

781

827

888

952

1050

631

758

724

706

708

738

779

833

904

1010

528

641

711

730

719

707

674

656

650

660

684

725

775

834

925

395

522

584

617

623

607

594

595

594

600

621

659

700

743

777

291

420

475

489

509

493

495

524

525

526

542

566

571

594

328

407

408

435

423

293

325 1

308 2

3

4

5

6

Illuminance [lx]

Height of the reference plane Average illuminance Minimum illuminance Maximum illuminance Uniformity g1 Uniformity g2

Eav Emin Emax Emin/Eav Emin/Emax

: 0.30 m : 729 lx : 27 lx : 1350 lx : 1 : 27.41 (0.04) : 1 : 50.96 (0.02)

1240

1260

1170

609

612

553

372 7

8

9

[m]

429


1

1.5

history 1.0

0.5 history 1.2 Summary, Calculation 0.0 Company History 1.2.1 Result overview, Reference plane 1 0

1

3

4

5

6

7

8

9

[m] N

[m] 5.0

75

Illuminance [lx]

2

100

4.5

150

200

300

4.0

General 3.5 used Calculation algorithm Height of evaluation 3.0 surface Maintenance factor 2.5

Average indirect fraction with light colours 0.30 m 0.80

2.0of all lamps Total luminous flux Total power 1.5 Total power per area (34.30 m²)

8350 lm 483 W 14.08 W/m² (8.98 W/m²/100lx)

1.0 0.5

Illuminance 0.0 Average illuminance Minimum illuminance Maximum illuminance Uniformity g1 Uniformity g2 75 Illuminance [lx] Type No.\Make

0

1

Eav Emin 2 3 Emax Emin/Em Emin/Emax 100

157 lx 35 4lx 5 274 lx 1:4.53 (0.22) 1:7.9 (0.13) 150

6

7

8

9

[m]

200

300

Object : shop lighting Installation General erco: light Calculation used 38 number 19 algorithm Order : !81285000_V01Average indirect fraction with light colours Project : ltNo. III Height of evaluation surface 0.30 m lens wallwasher Luminaire name : Logotec LED Recessed Date : 13.06.2011 Maintenance factor Equipment

0.80 white / 350 lm RGB 1,00 1,00 1,00 : 1 x LED 14W warm

Total luminousTargetti flux of all lamps 8350 lm Poulsen Total 483 W 40 power 4 Order No. : LP_2141 1.3TotalCalculation power per arearesults, (34.30 m²)history 14.08 W/m² (8.98 W/m²/100lx) Luminaire name : LOUIS POULSEN - Toldbod pendel, mess. Equipment : 1 x HSG 40 W / 425 lm 2800K

1.3.2 Table, Reference plane 1 (E)

Illuminance Average illuminance Eav 157 lx Minimum illuminance Emin 35 lx [m] Maximum Emax (35) illuminance 121 157 104 110 120 93 92 274 92 lx 68 97 79 139 171 118 181 153 157 173 91 5.0 Uniformity g1 Emin/Em 1:4.53 (0.22) 148 g2 213 210 155 160 172 136 162 157 own 201 202 204 238 119 Uniformity Emin/Emax 1:7.9 (0.13) -please put your address here4.5 204 169 Type 158 No.\Make 4.0 11-06-13-21.50 3.5

174

136

125

1.540

192

4

112

183

erco 19 195Order No. 3.038 169 Luminaire name 158 188Equipment 2.5 2.0

120

209Targetti Poulsen

1.0

Order No. 178 216 208 171 196 Luminaire name 165 234Equipment 237 159

0.5

67

119

116

173

196

239 [274] 208

99

98

195

171

227

Page 5/68 204

: !81285000_V01 97 107 122 133 151 181 161 190 189 : Logotec LED Recessed lens wallwasher : 1 x LED 14W / 350 132 lm RGB 139 warm 132 white 165 155 1831,00 1,00 1,00 199

145

140

: LP_2141 173 119 : LOUIS POULSEN - Toldbod pendel, mess. : 1 x HSG 40 W / 425 lm 2800K

103 1

2

3

4

5

6

Illuminance [lx]

7

8

9

[m]

-please put your own address here11-06-13-21.50

Page 5/68


-3.5

2

meeting-4.0 -4.5

Calculation 2.2 Summary, -5.0meeting 1st2.2.1 floorResult overview, Reference plane 1 -9

-8

-7

-6

-5

-4

-3

-2

-1

0

[m]

[m] 0.0

Illuminance [lx]

N

-0.5 200

300

500

750

1000

-1.0

-1.5 General Calculation algorithm -2.0 used Height of evaluation surface -2.5 Maintenance factor

High indirect fraction 0.30 m 0.80

Total luminous flux of all lamps -3.5 Total power -4.0 Total power per area (34.92 m²)

55050 lm 1010 W 28.92 W/m² (4.75 W/m²/100lx)

-3.0

-4.5 -5.0

Illuminance Average illuminance Minimum illuminance Maximum illuminance Uniformity g1 Uniformity g2 200 Illuminance [lx] Type No.\Make

-9

Eav Emin -8 -7 Emax Emin/Em Emin/Emax 300

609 lx 67 -6 lx -5 943 lx 1:9.05 (0.11) 1:14 (0.07) 500

-4

-3

-2

-1

750

0

[m]

1000

General zumtobel Object : shop lighting Calculation used High indirect fraction 20 6 algorithm Order :No. : Installation light Height evaluation 0.30 m T16 PMMA IP54 § Geräteträger ohne R Luminaire x 1/28 Project of number :surface lt IIIname : SLOTLIGHT II 3 Maintenance factor : 13.06.2011 eflektor 0.80 Date Equipment Object : shop lighting: 3 x T16/28 / 2600 lm Total luminous flux: oflight all lamps 55050 lm Installation 2 meeting Totalnumber power erco: lt III 1010 W Project Total power per areaNo. (34.92 m²) : 81244000_V01 28.92 W/m² (4.75 W/m²/100lx) 7 2 Order Date : 13.06.2011 2.2 Summary, meeting Luminaire name : Logotec LED Recessed spotlight : 1 x LED 14W1 daylight white / 1080 lm 2.2.1 ResultEquipment overview, Reference plane Illuminance Average Eav 609 lx 42 2illuminance Order No. : 81288000_V01 Delta Light illuminance Emin 67 lx Luminaire name : Logotec LED Recessed floodlight 2.3Minimum Calculation results, meeting 43 15 Order No. : 271 11 40 Maximum illuminance Emax 943 lxwhite / 870 lm Equipment x LED 14W warm Luminaire name :: 1 ORBIT Uniformity 1:9.05 (0.11) 2.3.7 Table,g1Reference plane: 11Emin/Em (E) with x ORBIT Uniformity g2 Equipment Emin/Emax 1:14 (0.07) -please put your here: 1 x HSG-Ø13 25 W /own 290 address lm Type No.\Make 11-06-13-21.50 [m] -0.520 -1.0 -1.5 -2.0 -2.57 -3.0 -3.5

42

-4.0 -4.5 -5.0

Page 22/68

399

475

555

579

578

503

694

769

833 [943]

607

618

630

613

616

573

541

522

480

455

275

936

829

769

722

682

429

115

343

111

zumtobel 4666 631Order 697 No. 747 806 :861 847 847 859 796 746 705 668 639 297 264 271 244 Luminaire name : SLOTLIGHT II 3 x 1/28 T16 PMMA IP54 § Geräteträger ohne R 513 679 746 811 925 eflektor 883 803 749 709 679 626 297 (67) 208 Equipment : 3 x T16/28 / 2600 lm

112

173

erco 515 696 769 832 935 928 827 756 695 641 424 2 Order No. : 81244000_V01 name 491 674Luminaire 754 814 894 : Logotec LED Recessed 844spotlight 763 663 524 Equipment : 1 x LED 14W daylight white / 1080 lm 497

656

717

766

809

432

539

545

499

410

258

307

2

602

Order No. : 81288000_V01 443 606Luminaire 659 696 692 :650 581 LED Recessed floodlight name Logotec Equipment : 1 x LED 14W warm white / 870 lm

11-06-13-21.50

-9

-please put your own address here-8

-7

-6

-5

-4

-3

-2

Page 22/68 -1

[m]


Rendering Showcase


Rendering Sales Area


Rendering Company History

Rendering 1st floor


Shoplighting: Moto Guzzi  

Shoplighting for the motocycle brand Moto Guzzi.

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