QELA, the first in a series of fashion boutiques planned by the Qatar Luxury Group, opened in September 2013 with lighting design by DPA Lighting. The luxury fashion store is located on the Pearl, Qatar’s man-made luxury island, and offers finely-crafted leather goods, shoes, jewelry and made-to-measure women’s couture. It is the launch pad for Qatar’s first home-grown global brand which is characterized by classic lines and understated Arab influences.
The QELA boutiques have been designed to reflect the open-mindedness of the brand, blending with the local culture in each country. The QELA space has been designed to offer a tranquil and relaxing cultural experience, both homely and intimate where guests can feel relaxed. Described as “Beautiful, well finished and tasteful” by one Doha resident, the boutique-cum-gallery is split across two levels connected by a sleek, free-standing staircase and topped by a domed ceiling which reflects the architecture of the region. With such high importance being placed on the overall look and feel of the space, it was essential to have a lighting scheme that blended seamlessly into the architecture of the building.
The all-LED lighting by RCL includes 187 DR7 and 146 DR8 remote controlled spotlights. Much of the store’s general lighting is provided by trimless Director DR7s – a fully recessed fitting with a clever design that means no physical components protrude below the ceiling line. Elsewhere, the recently re-engineered and upgraded Director DR8 is used to spotlight many of the pieces on display. Luminaires are focused and adjusted using handheld remote controllers or RCL’s award-winning lighting control system, iDirect, which gives the store free reign for creative lighting effects and highlights not only the designer clothes and luxury goods but also the works of art that adorn the boutique’s walls.
RCL’s patented “Select & Direct” system allows the spotlights to be accurately controlled in both pan and tilt, enabling staff to accentuate items around the store. If merchandise is repositioned, the innovative system allows the lighting to be adjusted quickly and easily from floor level, ensuring objects are always presented at their best. iDirect provides similar functionality, with movement controlled via simple, intuitive gestures using the system’s innovative Gesture Pad. The iPad-based app also allows Scenes to be easily set up and recalled, offering the user an enhanced lighting control experience.
With the successful launch of QELA in Doha, the Qatar Luxury Group now plans to expand the luxury brand into Europe and has already announced Paris will be the location of their second store. Set to open soon, the boutique is sure to impress and will feature additional remote-controlled lighting, supplied by RCL.