Lighting That Floats Between Exposed Beams and Illuminating Product
Location: Veja Store, Brooklyn, New York
Lighting System: Pure Edge Lazer Line
Lighting Designers: Golsana Heshmati - Principal, Sarah Gentile - Lighting Designer and Lindsey Dieter -
Design Director - The SEED
Architect: Office JDY
Photography: © Eric Petschek
VEJA is a French luxury brand that focuses on using sustainable materials to produce its full range of sneakers
and accessories. They are known for creating sneakers in a different way, mixing social projects, economic
justice, and ecological materials such as organic cotton, natural rubber, leather, and recycled plastic from Brazil
and Peru.
The first US store opened in 2020 in New York City’s busy SOHO district and their latest retail space opened its
doors across the East River. Veja’s in-house design team collaborated with local architectural firm, Office JDY
and lighting design firm, The SEED to create their second location in Williamsburg, Brooklyn.
The 2,300 sq.ft. retail space is situated on the ground
floor space of a low-rise structure that was
constructed in 1960. At the direction of the design
team, a section of the building’s original brick walls is
exposed while the remainder is dipped in white plaster.
The setting also features concrete flooring and
untreated timber furnishings and fixtures.
According to lighting designer, Lindsey Dietier from the
SEED Lighting Design team, the brands minimal
aesthetic and sustainable ethos became a driving force
behind the design.
"Our lighting approach
prioritized product illumination
while crafting a diffuse
environment with a
memorable graphic presence."
- Lindsey Dieter, The SEED
The store features a paired-back aesthetic that’s similar to all its other retail spaces across the planet. To
incorporate this look and feel, the design team selected
Pure Edge's Lazer Line Indirect / Direct linear
fixture in 3000K to provide a fluid line of light that floats just below the unfinished ceiling.
Pure Edge’s Lazer Line Indirect / Direct linear fixture is
tensioned from wall to wall with turnbuckles and anchors
that allow Lazer Line to be positioned 0-90° relative to the
mounting surface, creating a 3-dimensional look that is as
functional as it is visually interesting.
According to Design Director, Lindsey Dieter, there were a few design challenges to navigate during this
installation. "The first challenge was to balance between diffuse even light, and effectively lighting the
retail products", noted Lindsey. "Pairing the Lazer Line with minimal spotlights hidden between the beams
afforded a nice balance between the two."
"VEJA's Brooklyn flagship is located on a prominent pedestrian street in Williamsburg,
so we wanted to pairthe brand's minimal aesthetic with a strong graphic presence
that was visible from the sidewalk.
"The thin linear light fixtures, tensioned from wall to wall appearto float
between the exposed beams and illuminated product, creating the appearance
of a glowing graphic ceiling."
- Lindsey Dieter, The SEED
"The Lazer Line allowed us to float a luminous ceiling plane below the existing beam
structure without using any suspension or hangers from the ceiling. The lines of light
provided a diffuse lighting quality that the architect and clients loved for general
lighting, partnered with additional focused lighting to highlight the shoes."
The second design challenge
Lindsey noted was working
with the existing conditions of
the building.
"Mounting the Lazer Line
suspension system to textured
brick and plaster surfaces was
achieved through a great
collaboration between
PureEdge and the
Construction team. We are
very happy with the end
result."
- Lindsey Dieter, The SEED
Pure Edge’s Lazer Line Indirect / Direct linear fixture is tensioned from wall
to wall with turnbuckles and anchors that allow Lazer Line to be positioned
0-90° relative to the mounting surface, creating a 3-dimensional look that is as
functional as it is visually interesting.
Both turnbuckle canopies mount to a standard 4" square junction box; the 2"
canopy is supplied with a plaster round ring. Canopies may be painted to blend
into the wall/ceiling for a seamless look. For compact shipment and storage,
Lazer Line coils like a retractable tape measure; when uncoiled, Lazer Line
becomes a 0.6" wide channel that traverses virtually any flat surface. The
channel and lens are easily cut in the field. For longer runs, feed power from
both ends. For custom designs and quotes, send drawings
to:
design@PureEdgeLighting.com.
Interested in the possibilities of
Lazer Line Indirect / Direct for your next project? Designing your layout is easy!
Send us your sketches or rough design layout, we will work with you on the bill of materials.