East Deck Cafe Court (Level 1)

With its sweeping views and world class play space, this relaxed, coastally-inspired and family friendly food offering provides customers with a fresh, authentic and diverse food experience.

Design Principles

Four overarching design principles to help you in the design of your tenancy.

Natural

The East Deck Dining precinct should provide a strong connection with the local environment by celebrating the unique coastal lifestyle Karrinyup has to offer.

Combine natural textures with cool hues, drawn from a coastal inspired colour palette. Think authentic materials such as timber and stone and allow craftsmanship and re ned detailing to shine through.

Sculptural

Seek inspiration from the many sculptural forms visible in the natural landscape of the coast.

Incorporate these elements into your store to creating a space that feels in harmony with its local environment.

Explore sculptural and curvilinear features in your counters, walls and furniture. Search for patterns and textures that can be integrated into your design.

Bring the outdoors in to further enhance the connection with the local environment.

Colour

Whether dining with a view, with the family or on the go, colour and texture will play a large role in creating the right ambience for your customers.

Your nature-inspired colour palette should draw from the abundant Western Australian native ora as it meets the ‘blue gold’ Indian Ocean coastline.

Avoid imitation materials where possible. Seek to create a welcoming atmosphere that is true to your brand, with a nod to the natural, coastal aesthetic of the East Deck Dining precinct.

Theatre

The movement and activity associated with food presentation can be highly engaging, even entertaining, so don’t hide it away.

Make the preparation of food the focal point of your space. Engage your customers’ senses with aromas, delight their tastebuds with tastings, and enlighten them with demonstrations.

Slice, chop, chiffonnade, julienne, and brunoise your produce in plain view and make every visit to your store an experience to remember and experience again and again.

Customer Touch Points

We have broken down your tenancy into specific fit out elements and how they relate to the customer experience.
  • 01. Tenancy Planning
    FLOW | LEAD | DEFINE
    Customers are naturally curious. Satisfy that curiosity by showcasing your kitchen and food preparation spaces – think theatre, drama and wow factor. Be bold, be memorable.
    KEY DESIGN OBJECTIVES
    • Celebrate the theatre of food by moving preparation and cooking areas to the front of your tenancy. Design these areas by creating focal points, utilising a high quality material palette in keeping with the overall design concept.
    • Open out your kitchen and allow food theatrics and vision to encourage interaction and create an interesting and dynamic dining experience.
    • Tenancies over 80sqm in area should include seating within their footprint. Counters should take up a maximum of 30% of your shopfront width.
    • Create meet and greet areas to enhance the dining experience and assist in customer navigation and service ow.
    • Carefully consider the flow of customers and position service, order and pick-up zones to minimise queuing and congestion. You should leave ample room for access in and out of your store, as a cluttered storefront can often be a barrier to entry.
    • Embrace your columns and treat them as a feature design element. Refer to your Tenancy Lease Plan for locations.
    Liverpool Hospital, Faculty Design
    La Lola, Mata Design
    Super Tetsudo, Mata Design
  • 02. Shopfront
    INDIVIDUAL | INVITING | ENGAGE
    This is the first touch point your customers encounter and as we know all know, first impressions count.
    KEY DESIGN OBJECTIVES
    • Your shopfront should exude a sense of relaxed sophistication, refinement and uncompromised quality. Ensure your food offering, production and branding is the hero of your shopfront presentation.
    • Create a highly individual brand expression through your shopfront that entices customers into your store.
    • Shopfronts for in-line tenancies in the Cafe Court will sit within a consistent Landlord finish of repetitive timber dowels with openings framed in a decorative metal edge detail. Shopfront heights are set at 3600FFL high, take advantage of this height by opening out your shopfront on the lease line, creating a layered space with depth drawing your customer in. Consider all surfaces in your servery zone, from ceiling and floor to rear and side walls, utilising high quality materials that are aligned with your overall shopfront design concept.
    • Work with a standard Blade Signage element applicable to in-line tenancies. Refer to your tenancy lease plan for further details. Infill faces to standard Blade Signs should be treated creatively with illuminated 3-dimensional letters and / or logo (Note: Blade Signage element are Category One works by Tenant).
    • If a door closure is required, it must be customised and visible during trade, so that it is not concealed in cupboards or the ceiling. Closures should present well, or act as a feature when open and closed. Roller shutters or proprietary concertina doors are not permitted.
    • Corner tenancies should have transparency and activation on all shopfront elevations.
    Slurp, Mata Design
    La Belle, Mata Design
  • 03. Counters
    SIMPLE | REFINED | ELEGANT
    Make your food offer the hero by creating eye catching, colourful and enticing food displays allowing customers instant awareness of your food offer and its origin.
    KEY DESIGN OBJECTIVES
    • Keep your counter design refined and simple using a palette of a maximum of three materials.
    • Materials used to clad your counter should be high quality, natural and re ect your overall design intent. They should also have bespoke detailing, longevity and durability.
    • Introduce a consistent skirting element at 200FFL high, recessed or flush with your counter face.
    • Glass food displays are to be integrated into the counter design and have square profile detailing. All channels must be fully recessed with UV bonded joints.
    • A maximum height of 1400FFL will be applied for counters.
    • Ensure lighting to your counters is fully integrated, concealed and appropriate for your food display.
    • Ensure all operational equipment including POS and cash registers are recessed into counter with concealed wiring.
    • Ensure any drinks displays and fridges are fully integrated into the design.
    • Refrigeration condensers are to be located remotely with no visible external venting.
    • Allow for cutlery, utensils, napkins and condiments to be fully integrated into the design and housed in dedicated niches. No items should sit on the counter top, unless they form part of the overall merchandising concept
    • All trays, serving utensils and take-away packages should be placed out of view of the customer.
  • 04. Walls
    SCULPTURAL | LIGHT & SHADOW | TEXTURAL
    Entice your customer into your store by creating a focal point of interest.
    KEY DESIGN OBJECTIVES
    • Dress your walls from head to toe and sculpt and layer all surfaces that are visible to your customer.
    • Use textural, high quality, innovative and contemporary materials on all front-of- house surfaces visible to the customer that complement your overall store design.
    • Wall display fixtures should be fully integrated into joinery or recessed into build outs. Freestanding or loose wall display fixtures are discouraged.
    • Treat required bulkheads above your wall fixtures with finishes and features that are in line with the design concept. Plasterboard and vinyl graphic treatments are not permitted.
    • Wall display areas are not to be used for general storage.
  • 05. Ceilings
    DEFINING | ARCHITECTURAL | SCULPTURAL
    A well executed ceiling enhances a customer’s experience, guiding them on a journey throughout the space.
    KEY DESIGN OBJECTIVES
    • Careful design consideration should be given to layering, texturing and sculpting your ceiling with a cohesive ow of materials between all surfaces.
    • Ceiling heights should be varied throughout your tenancy. Use different heights to define spaces and zones within.
    • Building services are to be seamlessly integrated into the design, including mechanical, electrical and plumbing reticulation. The use of linear slot, circular type or feature eyeball diffusers to front-of-house areas is strongly encouraged. Square AC or standard format diffusers are not permitted.
    • A flush plasterboard ceiling is the minimum material expectation. Designers are encouraged to explore different ceiling material options, including perforated metal, timber claddings and other innovative finishes, subject to RDM approval.
    • Ceilings in all food preparation and storage areas should be in a flush plasterboard finish and comply with all local regulatory and Health Department requirements.
    • Open ceilings may form part of the design if they are relevant to your store concept and articulated with other ceiling features, such as suspended elements. However, ceilings should not be entirely open with no articulation. Exposed services are to be finished to the same standard as the general interior, including the requirement for rigid ductwork and containment of exposed cabling. All surfaces including structural elements and services in open ceilings should be painted out in a consistent dark colour.
    • Inter-tenancy walls are to be extended to full height to the underside of the Landlord’s roof or slab above in open ceiling situations, and are to be notched around all services and structure.

       

    Two Fat Indians, State of Kin
    Mamas Buoi, Faculty Design
  • 06. Lighting
    ATMOSPHERE | LIGHT & SHADOW | HIGHLIGHT
    Lighting plays an integral part of your food theatre experience. Use lighting to convey your story and showcase your food offer.
    KEY DESIGN OBJECTIVES
    • Use a combination of lighting levels to create ambience and theatre. Utilise different lighting effects such as accent, decorative and concealed; as well as lighting to highlight feature materials, props and branding.
    • Play with light and shadow to create texture, mood and atmosphere, and to accentuate design elements and highlight key food display zones to draw your customer’s attention to your food offer.
    • Explore creating a hierarchy with direct controlled light to accent your product and indirect diffused light to illuminate seating areas.
    • Ensure all elements of your design that require lighting are fully integrated and are consistent with your design, including cabinetry joinery, walls and ceilings. All lighting within food display units needs to be completely integrated into the design, well detailed and fully concealed.
    • Incorporate various lighting types in your design as it not only adds visual interest, but also provides another layer of design detail.
    • A professional accredited lighting consultant is to be appointed to prepare a lighting solution specific to your tenancy design and included as part of your design submission.
  • 07. Signage
    CLEAR | DETAILED | ON BRAND
    Signage and graphics speak to your brand. The successful integration of these is key to tying your story together.
    KEY DESIGN OBJECTIVES
    • Use of saturated colour to be restricted to signage and branding only.
    • Incorporate a 3D iconic branding element on your shopfront. This element should communicate your offer or brand without the use of logos or signage.
    • Allow for non-standard signage designs such as stencilling, laser cut metalwork and unique artisan solutions.
    • Ensure the design of your signage is in keeping with your overall design concept.
    • Ensure the size, style and location of your sign is proportional to your shopfront.
    • Consider backlit or halo illuminated style signage.
    • Avoid using internally lit signage, light boxes and digital signage.
    • For in-line tenancies, a standard Blade Signage element will be provided. Infill faces to standard Blade Signs should be treated creatively with illuminated 3 dimensional letters and / or logo. Refer to your tenancy lease plan for details. (Note: Blade Signage element are Category One works by tenant.)
  • 08. Menus
    AUTHENTIC | RELEVANT | CONCISE
    Your menu boards speak to your brand.
    KEY DESIGN OBJECTIVES
    • Menu board design should be an integrated component of your brand and should closely align with your overall design strategy.
    • Refrain from using digital screens as menu boards or using food imagery in place of words. Word based menus are always encouraged over food image styles.
    • Rather than literal food images, explore graphic interpretations to describe your food offer such as icon graphics.
    • Create clear and concise menu board messages, arranging your offer into logical sections and avoiding text heavy descriptions.
    • Flexibility in easily updating menu board pricing and providing promotional offers should be allowed for in the design.
    Chicho Gelato, Ohlo Studio
    Soul Provider, Tyack & Co
  • 09. Branding & Graphics
    MEMORABLE | CONNECTED | INNOVATIVE
    Your customers are interested in the story behind your offer. It’s important this message is clearly communicated across all forms of branding and graphics.
    KEY DESIGN OBJECTIVES
    • Enhance your story through an integrated branding and graphics design strategy.
    • Use innovative and highly creative branding and graphic elements that communicate to your customer in a multitude of ways and complement the retail space.
    • A holistic design approach is required across all graphical elements such as menus, signage, packaging, ticketing, uniforms and promotions.
    • A specialist graphic designer should be engaged for in-store ticketing, menu boards, packaging, staff uniforms and any promotional signage.
  • 10. Food Theatre & Visual Merchandising
    DETAILED | INSPIRED | ENGAGING
    Visual merchandising enhances your food offer by complementing the design theme. It helps reinforce your brand’s message and is an important component in setting the tone for the dining experience.
    KEY DESIGN OBJECTIVES
    • Utilise the services of a professional visual merchandiser or food consultant and submit an opening plan for RDM review and approval. Speak to your RDM who can help by providing a list of names.
    • Food displays should be sophisticated, considered and relevant. Display food in abundance.
    • Connect your food offering with your brands‘ story. Visual merchandising is to be carefully articulated and considered using a combination of product propping and brand storytelling.
    • Incorporate creative and integrated lighting techniques to maximise impact of your offer.
    • Food display vessels are to be high quality and consistent in their style and complementary to the overall design concept. Please avoid standard format stainless steel, plastic or melamine vessels.
    • Change your visual and food merchandising regularly. Merchandising should been engaging, seasonal and adaptable.
    • Engage and connect with your customer.
    • Use eclectic objects as props such as canned tins or bottles to support your food story.
    • Build in promotional display and service information into an integrated solution.
    • Build in any technology such as LCD screens. Content must be relevant to the design and requires RDM approval.
    • Provide full details and integrate rubbish bins, bag storage and any security equipment.
    Chico Gelato, Ohlo Studio
    Rolld, Facility Design
  • 11. Furniture
    BESPOKE | COMFORTABLE | QUALITY & DETAILED
    Furniture plays an important part in your design and should appear as an integrated component to your overall concept.
    KEY DESIGN OBJECTIVES
    • Consider custom designed furniture elements that are unique to your tenancy and part of your overall concept.
    • Allow for a mix of dining styles and a combination of hard and soft, high and low, integrated and loose furniture. Customise seating to complement your customers dining requirements, whether fast or slow. Use both communal and individual settings and avoid standard two and four seat table options throughout.
    • Only commercial grade furniture and finishes are to be used, – high quality pieces that will withstand wear and tear. Consider every detail, edge and corner to ensure selected furniture sustains its appearance over time.
    • Ensure seating provides for a continuous access path that complies with DDA codes.
    • Use texture, natural finishes and planting in your seating areas to create interest and individuality.
    • Submit all furniture specifications and custom designed furniture drawings for RDM review and approval.
    Nic & Kolo, Mata Design
    Tiisch, State28, photographer: Alana Blowfield.
  • 12. Materials & Finishes
    MEMORABLE | CONNECTED | INNOVATIVE
    Materials and finishes selection enhances both your brand and your merchandise.
    KEY DESIGN OBJECTIVES
    • Utilise natural materials such as solid dressed timber, natural stone, glazing, warm decorative metals and quality tiles, expressed with a local relaxed coastal touch.
    • Utilise metallic accents, such as copper pendant lights, brass hardware and brass frame detailing.
    • Explore textures and patterns in your selection that create depth and layering.
    • Take an honest approach to materials with no imitations. Aluminium composite 2-pac polyurethane and other at, low quality finishes such as laminate, plasterboard and acrylic in the shopfront zone will not be approved.
    • Where a colour is specified, it should be complemented by the surrounding materials. A tone on tone approach is suggested. Please do not use large-scale block colour and at low- quality surfaces.
    • Encourage the use of living greenery in your dining space, carefully considered and integrated into your overall design strategy.
  • 13. Kiosks
    SCULPTURAL | ELEGANT | CONTEMPORARY
    Your kiosk should be complementary to the East Deck Dining precinct and exude a sense of sophistication, elegance and simplicity.
    KEY DESIGN OBJECTIVES
    • Explore sculptural forms with all sides activated and considered. As there is no back-of-house, all surfaces are visible.
    • Anchor your kiosk design in a strong concept that demonstrates a sense of simplicity and elegance through the use of contemporary natural materials, detailed to a high level and reflective of the East Deck Dining precinct.
    • Food display will be integral to the overall design concept. It should be sophisticated, considered and relevant.
    • Ensure your design layout does not impede customer ow within the precinct. Careful consideration of the location of POS, service and pick-up areas is required in collaboration with your RDM.
    • Dependent on where your kiosk is located, an overhead framed element may be utilised as a platform for signage, menu boards and lighting. Refer to your tenancy lease plans for details and speak to your RDM.
    • At high level, allow for one primary signage element only and ensure it is integrated to the framed element and displays a high degree of innovation and creativity.
    • Avoid using typical blade or pylon kiosk signage, hamper signage and generic light boxes.
    • Ensure your kiosk design allows for staff and customer interaction.
    • Layouts require variation in height to create visual interest. All counters, solid joinery, fixtures and equipment should not exceed 1400mm high, ensuring maximum visibility around the kiosk. Remainder of kiosk to remain below 1000mm high.
    • Maximum height of 1400mm to 30% of kiosk area only. Please ensure the maximum continuous length of 1400mm above FFL does not exceed 4m in one elevation.
    • Lightweight displays or suspended elements may be considered above this height dependant on the appropriateness with the overall kiosk design theme and subject to RDM review and approval. These elements should be visually permeable and not interfere or obstruct sightlines within the precinct.
    • Finishes to internal joinery of the kiosk to be of a high quality and to match external finishes.
    • For those kiosks with a Licensed Seating Area, furniture design and selection must enhance and complement the overall kiosk. Consider a combination of banquettes, niches and benches as well as loose chairs and stools. Define seating zones through the use of barriers, fixed planters and sculptural elements that utilise high quality and durable material finishes. Signage may be incorporated here. Consider totem elements with an integrated menu message.
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