A SLICE OF EUROPE IN THE VALLEY
The Keyes European is a jewel box, showcasing its luxury vehicles to both local inhabitants and passersby in Van Nuys, California. WE-EF FLA780 area floodlights dramatically illuminate the exterior lot.
Designed by Dennis Flynn Architects, Inc. and Lighting Design Alliance, this Mercedes-Benz retailer boasts AMG performance models and many S-Class cars, including several Gullwings. Completed for $35 million in 2011, the Keyes flagship is 252,000 ft2. From the signage to the lighting, the blue glow of the Keyes evokes the dreamy azure skies and Pacific Ocean of California.
Although a neighborhood of the San Fernando Valley, Van Nuys is technically part of Los Angeles. Situated at the intersection of Van Nuys Boulevard and Clark Street, the dealership is ideally located to appeal to the tastes of Los Angeles’ glitterati. As everyone knows, Angelenos take driving seriously. There are almost 20 dealerships on the mile between Erwin Street and Magnolia Boulevard, in what is now known as Auto Row. These dealerships, including Fiat, Toyota, Chevrolet, and Chrysler Jeep Dodge Ram, provide a much needed infusion of tax revenue and jobs for the Los Angeles economy. As Howard Tenenbaum, Vice-President of Keyes, says: “It’s the crown jewel of our group and certainly it’s a presence on Van Nuys Boulevard.”
Conceptualized as a museum, the lighting design aims to feature the luxury vehicles as showpieces and attract patrons from among the competition – a tall order for one of Los Angeles’ best-lit boulevards. WE-EF FLA780 area floodlights with powerful 1000 W metal halide lamps and asymmetric ‘forward throw’ optics impressively illuminate the lot with extraordinary efficiency. In addition to the exterior lot, lower wattage FLA730 area floodlights with 32 W compact fluorescent lamps illuminate the roof deck.
The luminaires are arranged in groups of two or four per pole, using WE-EF TA twin and four-way mounting brackets, respectively. WE-EF straight, round aluminum poles support the luminaire arrangements as well as the banner arms featuring the Keyes custom signage. WE-EF luminaires provide Keyes European with a specific Continental aesthetic that its customers appreciate.
Architects: Dennis Flynn Architects, Inc.
Lighting Designer: Lighting Design Alliance