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The Ordinary, a globally recognised skincare brand known for its commitment to quality, honesty, and innovation, sought to create an immersive retail experience for its Covent Garden store. The goal was to elevate the existing space while respecting its heritage and ensuring sustainability.
Brinkworth, a London-based design consultancy, prioritised singularity, functionality, and sustainability. After assessing the site, previous installations were removed, and the building’s existing fabric was exposed wherever possible. The result is a clean, high-performing retail space that embodies The Ordinary’s core values and brand aesthetic. The design consultancy worked closely with ERCO Lighting to integrate the right lighting solutions, bringing the client’s vision to life.
The Approach
ERCO’s approach to lighting retail spaces goes beyond aesthetics, focusing on enhancing the customer experience, guiding visitors through the store, and reinforcing the brand's identity. For The Ordinary’s Covent Garden location, the lighting was designed to achieve key objectives. The primary goal was to ensure products were displayed effectively, making them visually appealing and allowing customers to make informed purchasing decisions.
A careful balance of ambient and accent lighting was introduced to create a space that felt both inviting and professional. This approach seamlessly aligned with The Ordinary’s scientific and transparent ethos, reflecting the brand’s commitment to honesty and quality.
Beyond visual appeal, sustainability was a central consideration. ERCO’s LED technology reduced energy consumption while delivering high-quality illumination, supporting the project’s environmental goals and helping to lower operational costs. The number of fixtures was reduced whilst providing better illumination.
An Extra'Ordinary' Solution
The luminaires used for this project were ERCO’s Jilly Linear Pendant Luminaires, offering a combination of efficient and adaptable lighting to meet both functional and aesthetic needs. Their glare-free quality is now appreciated by both staff and customers, creating a comfortable and conducive environment for the retail experience. The previous lighting was industrial, which didn’t feel appropriate for the new scheme. Jilly’s clean design perfectly aligned with the brand and design aesthetic.
Brinkworth’s design embraced The Ordinary's clear and honest ethos—rooted in ‘The Lab,’ where every product is named for its ingredients. However, the design team aimed to evolve and elevate the existing lab aesthetic, opting for a warmer, more refined space. The lighting scheme played a crucial role in this transformation.
Katie Pengilly, Associate Director from Brinkworth reflected, “The challenge was to stay true to the brand’s roots, which are based on clarity, while making sure the space felt welcoming. The lighting needed to enhance the experience—good, even lighting for skincare products is crucial. We wanted to showcase the products without harsh shadows and ensure the lighting complimented people in the space. The Jilly luminaires were perfect for this, providing soft yet functional light that made the space feel warmer and more refined than it had previously.”
The design focused on simplicity, with an emphasis on creating a space that was clear to navigate for the consumer. Tile décor was incorporated to reference the brands origins, with a matt finish softening the light in the space, creating a unified aesthetic that felt both modern and timeless. Textured glass elements in the space are further enhanced by the lighting, casting shadows reminiscent of the textures in the brand’s products.
The lighting system was upgraded to a more efficient and user-friendly solution. With the installation of the Casambi Bluetooth Technology system, staff now have the ability to easily control pre-set scenes, ensuring the right ambiance is created effortlessly from day to night. This provided a more convenient control system for staff, than what was inherited from the previous fit out. The lighting is automatically programmed to adjust to working hours, significantly reducing energy consumption.
Radiant Illumination
The integration of ERCO’s lighting solutions resulted in a refined and efficient retail space that enhances both staff and customer experiences. The considered design complements the brand’s aesthetic, ensuring that The Ordinary’s commitment to transparency and innovation is reflected in every detail of the store. This project serves as an exemplar of how strategic lighting can elevate a retail environment while staying true to a brand’s core principles.
Katie continued, “The result is not your typical retail space. We wanted the experience to focus on the human connection with the brand, rather than just the products themselves. Importantly, it had to fit within the context of the heritage building. The 3000K warm lighting creates a welcoming, comfortable environment, and the LED technology reduces energy use, all while maintaining beautiful, even light.”
Sector: Retail
Location: Covent Garden, London
Client: Deciem – The Ordinary
Designer: Brinkworth
Contractors: Gariff Construction
Lighting Manufacturer: ERCO Lighting
Photography: Louise Melchior