Home' Commercial : WAs Best Commercial Designs 2011 Contents 140 WA’s Best Commercial Designs 2011
venues and extended trading hours, and the result will be a thriving
and perhaps more cosmopolitan city.
In Perth, we may not have in-store roller coasters (yet), but things are
happening... and fast. Stroll down King Street or around Enex100 for a little
high-end rubber necking. Perhaps the revamped (or is it ‘reimagined’?)
Wesley Centre, or One40William are more your bag. Or maybe it’s the
soon-to-be-opened City Square development, which will feature a new
dining precinct, that tickles your fancy.
The makeover is not confined to Perth’s CBD. Previously, we
were the only capital city with a cap of 80,000sqm on retail floor space
of shopping centres. With the removal of that cap in mid-2010, Perth
has suddenly become a high priority for developers who are jaded with
the east coast. Plans already in the pipeline include adding 40,000sqm to
Garden City, 30,000sqm to Karrinyup Shopping Centre and 15,000sqm to
Ocean Keys. WA shoppers are poised on the brink of a grand adventure and
now more than ever retailers need to step up if they want a piece of the pie.
Getting shoppers to part with their dollars is the raison d’etre of retail,
but, for the proprietors, getting them to the till is fraught with danger.
Too much stock, too little stock, not enough space, too much space,
confusing flow, unclear branding, unappealing colour palette... the list of
mistakes is endless, but the result is always the same – no sale.
Ever wondered why a trip to IKEA turns into a labyrinthine trial?
It’s because designers well-versed in the science of retail anthropology
understand that the amount of time you spend shopping (and how
much you will eventually buy) is directly related to how deeply you get
pulled into a store. They know that most of us turn to the right when we
enter a store, so important stock shouldn’t be placed immediately to
the left. And if a browsing woman is jostled because there’s not enough
space between aisles, it’s unlikely that she’ll buy (seriously – it’s called
the ‘butt brush effect’).
Vernon Kingman, WA president of the Australian Shop and Office
Fitting Industry Association (ASOFIA), has blunt advice to anyone planning
a retail space: “Use a designer.” He agrees that successful organisations do
it as a matter of course “because they have spent 30 years learning that good
design creates better sales”. As an example of the sometimes enigmatic blend
TOP Pieces are displayed to perfection at Subiaco-based Thomas Meihofer jewellery store, thanks to
a fitout by Perth's CO2 Designs. ABOVE The bright, inviting (and award-winning) Shekki boutique in
Applecross was designed by Masterplanners Design + Construct.
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