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PROJECT / PIZZA HUT, SOLIHULL, ENGLAND


A combination of ERCO fixed and moving gobo projectors attracts customers to Pizza Hut’s first ‘Prime Time’ concept store, devised by Checkland Kindleysides. The ambient lighting level is created by recessed ERCO LED Quintessence fixed downlights.


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PRIME TIME PIZZA


Pizza Hut’s ‘Prime Time’ concept has recently been unveiled in the Touchwood Shopping Centre in Solihull. This restaurant is the first of ten test bed sites, through- out London and the Midlands, to trial the concept, with a view to rolling out the new design nationally across the UK. Based on the idea of ‘Prime Time’ when family and friends gather round on a Sat- urday night watching TV and enjoying the shared experience, retail designers, Check- land Kindleysides, developed the concept as a way of enveloping the kind of social energy that should run through the interior, service, menu and various brand touch- points. ERCO was approached by Checkland Kindleysides to undertake the lighting de- sign, having previously worked on projects together, including the award-winning Levi’s store in Regent Street, London. The façade and entrance features multico- loured banding replicated from the rede- signed menu that promotes Pizza Hut’s new


‘Go Freestyle’ option. The lighting attracts the customer using brightness, decorative light patterns and movement created by a combination of fixed and moving gobo projectors. Fixed images are produced using ERCO’s 20W PGJ5 Pollux projector and the moving image by an ERCO 70W G12 Emanon projector with Goborotator. In addition a fixed head gobo projector is internally mounted to project Pizza Hut’s ‘Eat Drink and Enjoy’ message onto the mall floor, adding a sense of theatre and beckoning customers into the restaurant. The dramatic red entrance tunnel is lit either side with close offset recessed narrow beam adjustable LED downlights - these provide bright scallops of light that interplay with the corrugated material of the tunnel. Once inside the main restaurant, the light- ing is designed to help orientation and to enable customers to be easily seated. The welcome point is highlighted with an ERCO


Pizza Hut is not a retail venue that you would normally associate with high end specification, but its ‘Prime Time’ concept, developed by Checkland Kindleysides, has led to an ERCO LED lighting scheme.


7W LED Quintessence directional downlight- er with a 15 degree narrow beam. The main interior lighting also uses Quin- tessence 15 degree narrow beam recessed adjustable LED downlights with different wattages used in the various ceiling heights. These were selected for their low glare and excellent beam control that enable the cen- tre of each table to be lit with a soft pool of light. A relatively low ambient lighting level in the body of the restaurant gives a contrast ratio of 10 to 1 creating a dramatic but intimate space with the brightness over the tables enabling them to stand out against the general lighting.


The ambient lighting level is created by re- cessed ERCO LED Quintessence fixed down- lights. This fitting has excellent glare con- trol so that the customer is not attracted to the brightness of the fitting rather than the light produced by the luminiare and the intended lit effect. Checkland Kindleysides was insistent on this characteristic being


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