Retail
The project description
COMPLETED
March 2026
APPLICATION
Credits
Client & Photos: R.M.Williams
Lighting Design: Elektra
Fixtures: JPR Lighting, Phos, XAL
Project Team: Flyte Projects
Lighting control for a unique clothing, boots, and accessories retail brand
The R.M.Williams flagship on Jermyn Street, London, represents the brand’s most complete retail expression to date. The store brings together heritage bootmaking with a contemporary retail setting, placing craftsmanship and material integrity at the centre of the experience.
Lighting control at the R.M.Williams flagship London plays a key role in supporting this narrative. The scheme was designed by Elektra, with Mode Lighting delivering a considered eDIN+ lighting control system that reinforces the calm, crafted interior.
Design challenge
The interior architecture is deliberately restrained, with timber joinery and material clarity guiding the space. This approach required a lighting strategy that could respond to subtle changes in atmosphere without introducing visual noise.
The challenge was to balance architectural lighting and decorative elements, while ensuring the focus remained on product. The control system needed to support flexibility for retail presentation, while maintaining consistency and ease of use for staff.
Lighting control strategy
eDIN+
Mode Lighting implemented an eDIN+ lighting control system to provide a structured and adaptable control strategy across the store. DALI control was used for the architectural lighting, allowing precise adjustment of light levels across display areas and circulation routes.
Trailing-edge dimming was introduced for decorative fittings, ensuring smooth and stable control of feature lighting elements. This combination allowed the lighting to be layered and responsive, supporting different moods and times of day.
The eDIN+ system enables scene setting throughout the space. Light levels can be adjusted to suit changing retail conditions, seasonal displays or specific product focus. This allows the lighting to evolve without requiring changes to the physical installation.
User interaction & experience
DIN-TS-10
Control is centred around a 10-inch touchscreen interface, providing a clear and intuitive point of interaction for staff. Scenes are presented in a simple and accessible format, allowing quick adjustment without technical knowledge.
This approach supports day-to-day operation while protecting the design intent. Staff can adapt the atmosphere of the store with confidence, whether adjusting for daylight conditions or shifting emphasis across product displays.
System overview & integration
DALI & Trailing Edge
The eDIN+ system combines two DIN-UBC-01-05-PLUS units for DALI control with a DIN-02-04-TE-PLUS module for trailing-edge dimming. This provides a balanced approach to controlling both architectural and decorative lighting within a single system.
The system works cohesively with fittings supplied by JPR Lighting, Phos and XAL. This ensured compatibility across different lighting types while maintaining a consistent control experience.
Mode Lighting worked collaboratively with Elektra and the wider project team at Flyte Projects to deliver a control strategy aligned with the architectural intent.
Outcome
The completed lighting control scheme supports a calm and considered retail environment. Light is used to guide attention, enhance materiality and reinforce the crafted nature of the space.
The eDIN+ system provides flexibility without complexity. As a result, the store can adapt over time while maintaining a consistent customer experience.
The outcome is a lighting environment that feels resolved and enduring, allowing the product and craftsmanship of R.M.Williams to remain the focus.
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