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JD Sports - Project

JD Sports adds accent lighting wow factor with innovative LED tape

Leading sports fashion retailer, JD Sports, has installed Tamlite Lighting’s Starlite LED strip in over 20 stores throughout the UK and parts of the European continent, including its Birmingham Bullring store, using the eye-catching feature lighting as an accent for product displays and decorative features.

With so many different types of sports shoes on offer, JD Sports was keen to find new ways of showcasing its wide variety of stock. The major retail chain opted for new LED technology that could create a focal point for large Perspex display cases which have been designed to display trainers in a novel and eye-catching way.

Flex Strip from Starlite (a brand of Tamlite Lighting) was chosen to provide feature lighting within the JD Sports store in Birmingham’s Bullring. The LED ‘tape’ allows light to be used in an unconventional way: flexible strips with self-adhesive backing make it possible to attach the LEDs to any surface in any desired spot. Flex Strip is offers a highly versatile and cost effective way of using lighting in applications where traditional lighting is simply too intrusive.
On JD Sports’ retail floor, Flex Strip’s bright, white lighting precisely outlines the ‘flight cases’, Perspex cabinets that display the shoes. The LED strip has also been used to outline suspended triangular ‘exploded crown’ ceiling features, creating a distinctive style motif that helps to set the tone in the JD Sports store.

DCM Electrical carried out the installation process, which was extremely straightforward. Flex Strip was supplied in customised 7.5m reels, which DCM Electrical was able to cut at 50mm intervals and use with connections and drivers to simply and easily create continuous lines of white light. Since the lighting is LED, JD Sports are expecting up to 30,000 hours lifespan. This means they are able to consider it as a ‘fit and forget’ fixture of its store.

Forward-thinking retailers like JD Sports are beginning to think about lighting in a new way. It’s not just about having a light bulb in the ceiling. It’s about using lighting where it’s actually needed – to illuminate the products and create an eye-catching feature, that also saves them money.