Bright and fresh with an upmarket feel, this will be a bustling marketplace showcasing a wide selection of fresh food, bespoke food purveyors and traditional artisan foods, along with leading majors, and will connect seamlessly with the external dining and entertainment precinct.
Four overarching design principles to help you in the design of your tenancy.
The focus should be on honest materials and craftsmanship.
Avoid materials that are fake or pretending to be something they’re not. And keep it simple, limiting your materials palette to a maximum of 3 or 4 surface styles.
Don’t try to overcomplicate your design. Think natural and authentic materials and let the craftsmanship shine through.
There are few things more appealing than a bountiful display of fresh, seasonal produce.
It draws customers in and will enhance your store’s reputation for quality. Consider local WA produce, organic and other specialist products as a point of difference.
If you’re displaying baked goods, rustic earthy colours, baskets and wood counters can add to the homely, fresh-baked feel.
If you can, expand your food story by offering both fresh and cooked food, dine-in and take away.
Make styling a priority.
Attention to detail will elevate the aesthetic appeal of your product and store to attract customers. Consider engaging a professional stylist to visually merchandise key product zones.
Add personality to your brand through
innovative store display and signage to help position and enhance the customer experience.
Shopping is transitioning from being an everyday necessity to a form of entertainment.
The movement and activity associated with food presentation can be highly engaging, even entertaining, so don’t hide it away, make it a 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.
Customer Touch Points
We have broken down your tenancy into specific fit out elements and how they relate to the customer experience.
Customers are naturally curious. Satisfy that curiosity by showcasing your back of house and food preparation – think theatre, drama and wow factor. Be bold, be memorable.
KEY DESIGN OBJECTIVES
Open out your tenancy to the mall, stagger and blur lease lines by creating an open style shopfront.
Make your fresh food offer the hero by bringing it forward and create eye catching, colourful and enticing food displays.
Celebrate and showcase your product on your lease line, allowing customers instant awareness of your food offer and its origin.
Embrace the sense of a Market by creating multiple entry points that engage and flow around your fresh product offer.
Position display fixtures to encourage customer flow into the store and around product.
Celebrate the theatre of food by moving preparation and cooking areas to the front of house.
Create a strong connection between shopfront and interior both visually and physically, introduce layers through materiality and a hierarchy of design elements.
Activate a meandering path through your tenancy, carefully consider the flow of customers and position service, order & pick-up zones to minimise queuing and congestion. Leave ample room for access in and out of your store – a cluttered store front can often be a barrier to entry.
This is the first touch point your customers encounter and as we know all know, first impressions count. Be authentic in your product, presentation and service.
key design objectives
Your shopfront should exude a sense of authenticity, sophistication, refinement and uncompromised quality.
Break down the lines between the mall and your tenancy by creating an open style shopfront that is designed as an entry zone, not as a barrier between mall and tenancy.
Mall floor tiles will extend into your tenancy line by 1200mm, softening the transition between your tenancy and mall. This defines your Shopfront Zone.
Innovative shopfronts are encouraged to entice your customer, ensuring food presentation, production or branding is the hero of your presentation to the mall.
Create an entry statement filled with abundant colourful product displays and retail theatre.
A highly individual brand expression on the shopfront will also act to entice customers into your store by capturing multiple sightlines at mall level.
The use of mobile merchandising display units is encouraged within your Shopfront Zone. These units are to be detailed and finished in high quality durable materials that are closely aligned with your overall shopfront design.
Incorporate into your overall design a series of standard design details including:
An overhead Shopfront Connector Detail applicable to in-line tenancies, a design element to unify and identify the Fresh Market precinct. Refer to your tenancy lease plan for extent and location of the connector detail, and speak to your Retail Design Manager.
Work with a standard Inter-tenancy Margin Detail applicable to in-line tenancies, including a circular Blade Signage element. Infill faces to the standard Blade Signs should be treated creatively with illuminated 3-dimensional letters and/or logo. Refer to your tenancy lease plan for further details. (Note: IT Margin Detail and Blade Signage element are Category One works by Tenant.)
If a door closure is required it must be set back a minimum 1200mm from the lease line and will be subject to RDM review. Where approved, doors are to have bespoke detailing that enhances your overall tenancy design.
Ensure the design of your counters make the most of showcasing your offer.
key design objectives
Break up long lengths of counters, create stand-alone counters that encourage engagement with your customers.
Materials specified to clad the counter must reflect your overall design intent, have bespoke detailing, longevity and durability.
All counters to in-line tenancies are to be set back a minimum of 600mm from the lease line.
Glass 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 counter heights.
Ensure lighting to your counters is fully integrated and concealed and appropriate for the offer on 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 and in keeping with the Fresh Market feel.
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 are to sit on the counter top unless forming part of the overall merchandising concept.
Any impulse items/product displays are to be either professionally merchandised or integrated into your counter design.
All trays, serving utensils and takeaway packages are to be placed out of view of the customer.
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 flow of materials between all surfaces.
Building services are to be seamlessly integrated into the design, including mechanical, electrical and plumbing reticulation. The use of linear slot or circular type ceiling diffusers to front-of-house areas is strongly encouraged.
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.
Ceiling heights should be varied throughout your tenancy. Use different ceiling heights to define spaces and zones within your tenancy.
Open ceilings may form part of the design, if relevant to your store concept and articulated with other ceiling features such as suspended elements, but 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 are required to be painted out in a consistent dark colour.
Inter-tenancy walls are to be extended 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.
Where exhaust hoods are visible in your front-of-house, they must be treated and finished in materials which are complementary to the overall design concept.
Access panels must be fully integrated, frameless flush-mounted, hinged and lockable.
Emergency and exit signs are to be slimline edge lit blade types and installed to achieve full compliance against the relevant Australian Standards.
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 a dynamic, market experience.
key design objectives
Utilise the services of a professional food stylist/visual merchandiser, speak to your RDM who can help by providing a list of names.
Incorporate repurposed and found objects into your design such as crates, barrels, buckets, baskets and sacks to re-enforce the Fresh Food Market feel.
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.
Create visual impact through colour blocking and product density.
Incorporate creative 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.
Ensure your displays are regularly updated to stay fresh and interesting.
Materials and finishes selection enhances both your brand and your merchandise.
key design objectives
Utilise a palette of warm, natural and tactile materials to create an authentic market environment.
Take an honest approach to materials by specifying artisan finishes, natural and recycled solid timber, natural stone, handcrafted ceramics, sealed polished plaster, decorative glazing and warm metals. No 2-pac polyurethane or laminate finishes will be approved.
Explore textures and patterns in your selection that create depth and layering.
Where a colour is specified, it should be complemented by the surrounding material palette. A tone on tone approach is suggested. Please do not use large scale block colour and flat low-quality surfaces.
Encourage the use of living greenery in your fresh food space, carefully considered and integrated into your overall design strategy.
Your kiosk should be complementary to the Fresh Market precinct and exude a sense of sophistication, elegance and simplicity.
key design objectives
Explore sculptural forms with all sides activated and considered.
Anchor your kiosk design in a strong concept that demonstrates a sense of simplicity and artisan qualities through the use of authentic natural materials, detailed to a high level and reflective of the Fresh Market experience.
In keeping with the Fresh Market feel, open plan or walk through kiosk layouts are strongly encouraged, providing the opportunity for customers to directly engage and interact with your brand and food offer.
Food display will be integral to the overall design concept, it should be sophisticated, considered and relevant.
Ensure your design layout does not impede flow within the Fresh Market 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 and Blade Circular Signage to a standard Landlord detail and finish is to be utilised as a platform for signage, menu boards and lighting. The standard blade sign will act as your primary kiosk signage, and infill faces should be treated creatively with illuminated 3-dimensional letters and / or logo. Refer to your tenancy lease plans for details and speak to your RDM. (Note: Overhead framed element and Blade Signs are Category One works by tenant.)
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.
Circulation around and within the kiosk needs to be carefully considered. Blur the lines between mall and kiosk in order to maximise customer experience and engagement.
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 are not to exceed 1400mm high, ensuring maximum visibility around the kiosk.
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 Fresh Market precinct.
Please ensure the maximum continuous length of 1400mm above FFL does not exceed 4m in one continuous elevation.
Ensure back of house activities are concealed from customer view.
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.