Home' Commercial : Commercial Designs 2010 Contents 134 WA's Best Commercial Designs 2010
According to the experts, other key factors to
consider when designing retail space include:
Craig says that not planning enough is the biggest
mistake a retailer can make.
"Many retailers are unaware of how much
planning is involved and how many hurdles have
to be overcome. Not having a clear brief wastes
time, as does having too many chiefs involved."
It is also critical to have an ongoing plan if there
is a possibility of opening more shops.
"You might start with a small budget but have
grander schemes so that needs to be relayed to the
designer so they can come up with a simple, cost-
effective design that can be developed in the future
into something more upmarket," Craig says.
Planning could also help a tenant keep a lease.
Tom says shopping centres often only give a five-
year lease to retailers, demanding they update
their store if they want to continue the lease.
"A concept that transcends time can be done,
it just takes thought. Our Live store designs have
evolved throughout the years and while we spend
a lot of money on shopfronts, shopping centres
aren't asking for them to change every five years
as they're designed for a 10 to 12-year period."
Different locations suit different demographics and
different products. e location of a store needs to
be given careful consideration, or there may not be
any point in opening up at all.
"You wouldn't consider paying premium rent
outside the entrance to Myer in the city if you were
selling couches. It's important to get the right rent
balance," Tom says.
Matthews Architecture director Andrea Veccia-
Scavalli cites Mt Lawley homewares store Test
Tube as an excellent example of marrying the
overall design principle with the store's displays.
e rectangular shell features a colourful wall
that curves into the ceiling, allowing the store's
philosophy of selling unique homewares to be an
integral part of the overall design.
"As a result of our first conversation, we tried
to react against the commercial homewares retail
venues that presented white boxes to display their
products in," Andrea says.
"We saw an opportunity to create the pigeon-
holed wall as a reference to the iconic image of the
" e clients fell in love with the idea of
collecting items and displaying them tonally, so all
like colours are together."
Andrea, whose firm also designed King Street's
high-end boutique Zekka, says that while the
original brief was to create a fashion store, he and
his clients came up with the idea of including
interesting objects to help display the clothes.
" e client came to us with a site, a brief and an
overarching idea of a 'cabinet of curiosity', which
is an old Victorian term for where people displayed
treasures," he says. "We saw a great opportunity
to treat the project as a cabinet of curiosity of
King Street, so we collected knick knacks and
reinstated a laneway, which leads the shopper into
the store. We included a cafe in the back because
King Street is well-known for its cafe culture."
e Schiavello Showroom also features a quirky,
eye-catching display -- Kathy and her team
designed a graphic wall out of the Schiavello logo,
and this doubles as a display for chairs.
In the Schiavello Showroom, Marshall Kusinski
implemented the Mondoluce Colour Change
Lighting system, which enhances the street
frontage, drawing passers-by into the showroom.
Lighting can help set the mood of a store and a
good example is the Live stores, where it is used
to create "movement" -- Brooking Design Practice
creates highlights in some spaces and leave others
darker to re-create a nightclub environment.
Tom says this also assists with a new building
code, which, in order to save energy, dictates how
much lighting per square metre can be installed.
Governing bodies as well as the state of the
tenancy could present several planning issues.
"With Zekka, we had to deal with restrictive
existing conditions in terms of the fact it is an old
Displays were a key consideration in the design of retail stores Test Tube (far left and top centre), the Schiavello
Showroom (top right), the Co-op Bookshop at UWA (bottom right) and Betts Claremont Quarter (bottom centre).
Test Tube image courtesy of Matthews Architecture, photography Robert Frith, Acorn Photo Agency; Schiavello Showroom image courtesy of Marshall
Kusinski, photography David Morcombe; The Co-op Bookshop image courtesy of Roxby Architects; Betts image courtesy of Roxby Architects
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