Since the first store opened in 1994, Dormy Golf trusts Zumtobel to create enriching lighting solutions for their premises. Including of course the new headquarters of the golf retail chain.
Dormy Golf is one of Europe’s largest golf retail chains, following an impressive journey that began on a much smaller scale in 1994. Lars Johansson, a professional golfer, ran a small shop at the Askersund golf course in central Sweden. Along with Mats Hedlund, a summer employee at the shop, he decided to launch a golf store in the centre of Örebro. The shop soon outgrew its first premises. And over the years this has become something of a regular occurrence. Dormy Golf’s growth has been phenomenal, and it now boasts branches in Stockholm, Gothenburg and Malmö, with a total of 12 stores across Sweden. Recently the company created a new headquarters: A 1,600 square metre golf superstore featuring a 700 square metre restaurant serving businesses throughout the area, a new 1,500 square metre office space, and a new 3,700 square metre warehouse and distribution centre to manage the company’s ever-growing online sales.
Holistic lighting solutions then and now
Golf is a sport with a broad appeal spanning all age ranges. Of the 450,000 golfers in Sweden in 2015, more than 52,000 are aged 71 years or over. For this reason, golf retailers need to pay particular attention to consistently good general lighting, along with strategic spotlighting to emphasise product displays with colour rendering that is as realistic as possible.
Zumtobel provided the lighting for the very first shop in 1994. And has continued to supply lighting solutions for all new stores since, as well as upgrading existing arrangements as stores have been redesigned and developed. The lighting solutions have one thing in common: Optimising the experience, both for customers and for employees.
Like at the new headquarters: The lighting solution builds upon Zumtobel’s flexible and easy-to-install TECTON lighting system. With excellent colour rendering that supports the store’s design and ensures attractive product presentation. In addition VIVO spotlights were used for the lighting of display cases, along with MICROTOOLS spotlights above the checkouts.
The equally modern office space also features an LED lighting solution, including PANOS evolution, LINCOR and LIGHT FIELDS evolution luminaires. Dormy’s headquarters also house the company’s own photography studio, where products and clothing can be photographed for marketing and promotions. To make the studio as versatile as possible, luminaires were installed with tunableWhite technology. This allows an exceptional white light quality and adjustments in light colour to create the perfect lighting to photograph any product.