The document provides details on several retail and commercial design concepts and projects. The concepts focus on creating experiential spaces that reinforce brands through interactive and flexible designs. This includes a Dixons concept store focusing on different shopper types, an Add store incorporating simple navigation and product displays, and a lounge concept for presentations and premium products.

1. 1
Dixons Heathrow Terminal 5. The Dixons concept centered around
catering for all passenger types at all times in the travel process.
There were to be originally 5 stores from self-service easy shop
through to experience retailing through to that last minute
purchase.
There are two examples illustrated. the first being the Dixons On
store concept, which came to fruition as the Add Store. Next a
concept design for a experiential retail environment dedicated to
technical presentations and customer interaction.
The Add store incorporates simple Muji esqe principles. Were the
2
shopping experience is fall over simple. Graphics and simple naviga-
tion is key to this design, where all products are out on show,
payment is utilising roaming systems.
The Lounge concept, is set as a brand connection piece. The main
floor is given over to Informative presentations. Here a “Tech-Genius”
informs the customer, as an example about seemless technology,
where your mobile, TV and computer can be utilized to its fullest
capabilities. Large format, movable screens can be used to enclose
presentation spaces and the graphics and message changed digi-
tally. The perimeter walls incorporate pull-out storage and also
contain preminum merchandise.

2. 3
4
What is Shweppevence? Well that is the question in designing the new Schweppes
Redesign Sydney Qantas Terminal 3. A flow led design solution but also a brand
HQ in Melbourne Australia. the Shweppevence marketing campaign is based around
piece for Qantas. On entering the terminal you are met by free-standing totems,
act of opening the Schweppes bottle and the realization of the experience of drinking the
each with digital graphics, creating a meeting point and also marketing oppor-
fuid. This can be narrowed down or focussed to a point in time , right here, right now, then
tunities. A central hub of all information needed for the traveller, 12m in Diam-
being transported to another dimension. This was the basis for the design.
eter suspended from the ceiling. Conveys all airport information.
Experience meeting pods are set around the work stations, where screen printed images
Highly visble numbered checkin zones with dynamic interchangeable digital
portray a landscape from a beach scene to a wooded enclosure with camp fire, this
graphics to add a level of flexibility. Self Service kiosks with enclosing canopy,
reinforcing the different dimension concept.
utilizing proxemics , enclosing the traveller and assuring them with their
A continious band around the lift core tells the story of the brand as a museum piece, this
personal enclosure, behind this curved Interactive media walls incorporating
tells the brand story ,gradually adapts into personal zones which can be owned by the people
ipod downloads docks, internet access and meeting spaces. 5m from floor level
sitting adjacent.
a dynamic stretched fabric membrane incorporating projection graphics
A large format flexible meeting zone/ catering offer mirrored on both sides by workplace
encloses the space, conveying the thrill of speed and of the optomistic future of
meeting rooms which can open on to this arena. Semi-transparent projection screens
flight thereforere reinforcing the Qantas brand.
can be utilized for presentation and also enclose the space. Modular seating components
and servery counters can be moved for an adaptable solution.
The yellow portrays the focussed singularity of the brand.

3. 5
Experiental Retailing principles apply. Eurotel a
mobile phone service provider based in the
Czech Republic required a moble phone store
to stave of the opposition, primarily Voda-
phone
The concept behind the design hinged on a
Retail/Exhibition which was led by the amb-
tious turnaround time of 2 months, Concept to
completion. A uid, free formed design was
implemented where experience and brand was
key and sales secondary. The typical cash
counters redesigned so that customers were to
be met by roaming assistants, and the majority
of transactions through roaming payment
systems. Hero product displayed in
freestanding internally lit pods. Projection
zones would carry the brand message and
various seating options would cater for the
change in pace. A dynamic exhibition design in
a retail shopping center where Brand is the
hero
6

4. 7
A modular Kit of Parts, with dials up and down capabilities depending on the
cost and general requirements. Rolled out in America, Europe and Asia Pac..
a very successfull design which has been used for roaming Exhibitons, Retail
and “Pop Ups” from Moscow to Vegas, a design that has a thousand fathers!
The idea is heavily based around the sences, where
the brand, materials specification, and graphics synergy
create a connection to the retail offer and the shoppers
experience. The design Incorporates a “Peoples Bench” that
is mirrored in the shopfront and inside the store.
this connects at one pace to the the passers-by at street level
where they can meet and interact with friends and also connects
inside at retail pace as a bench to try and test the latest
technologies, also heavily reinforced with the graphic message.
Other levels and pace of design and connection create a space
that although based on modular principles can feel inviting and
adaptable to different personality types.

5. 9
Where the organic retailing principles
.
apply, the Deli conecpt lives in the Brand
cross over between Richies Supermarket
and Don meats producer in Victoria
Australia.
At the heart of the Deli design is flexibility.
A highly adaptable kit of parts that can be
installed in various Richies store layouts in
varying sizes and orientation.
The freestanding Deli can also be
flatpacked and shipped to different parts
of Australia, for stand alone exhibitions or
food hall presentations.
The Deil hinges on the food preparation
area where the idea of fresh and theatre
come together to create a different pace
in the store and also gives a sence of
connection with the community.
Large format deli 100m2 to small format
Deli of 15m2.

6. 10
Tampines Jakarta. A 80,000m2 Retail
Shopping Center Environment. A compe-
tition piece built 2006-2009. The main
question was how to connect the 5 levels
and through to the escalators and the
Entrance zone?
The Ground Floor Level entrance pace
was set for eating and entertainment
creating a sense of buzz and excitement.
Open walk-ways, with eateries set around
the perimeter create vantage points. An
Auditorium at Ground level incorporates
steps and seating creates meeting and
watching spaces. Connecting the different
floors levels a central focal point, full
height LED Light Poles form a connection
with the roof terrace 5 floors above and at
ground level. Each slab level has a void
cut-out ensuring that visual connection
can be formed with each of the shopping
levels and the feature connecting poles.
Escalators within the shopping center set
to intersect the different levels at various
offset angles creates a sense of dynamism.
The elevators wrapped in a layered glass
effect, encloses the Shopper and also
forms a connection with the other levels.

7. 11
.
Bacardi Exhibition Cannes 2006. A Stand
Concept that incorporates the product
display on high gloss black perimeter
walls, this creates a design pace and is
also aligned with the premium Brand
aspect of the product. Following from
this wall the exhibition opens into a
Reception/ Meet and Greet Zone. Here
delegates can unwind and form informal
meetings, enclosing these informal zones
are curtain details suspended from the
ceiling. These incorporate Hung beads that
Give a sense of intimacy while also keeping
the sense of “openness” A feature Brand
.
Wall, aligned with the Bacardi Brand Attributes
and the pace of the Exhibition encompasses
the main meeting zone. This wall comprises
acrylic backlit panels creating a low level
ambience to the meeting zone. To the rear
of the feature wall is the Back of house.
There are 3 meeting spaces given over
to the Bacardi Sub-Brands in front of the
informal seating zone. These meeting areas,
invitation only, are heavily aligned with
the Brand Attributes from the Seating through
to the lighting detailing. These “Brand” zones
can vaguely be seen while sitting in the
informal seating/ foyer zone as there is slight
frosting to the access doors to these zones
which go to create a level of interest and
intrigue.

8. 12
Rio Tinto Brisbane headquarters Australia.
The concept behind the foyer design was
.based on the concept of flow. A “flow”
device was to be centered which would
navigate employees and visitors through
to the High Rise and Low Rise Lifts and
create one Focal Area/ Meet & Greet point
as the process of security, signing in and
induction was paramount. The mesh
“Flow Wall” design seems extracted from
the Rear Brand Wall thus conveying the
process of extraction, aligned to a mining
company like Rio Tinto. The core materials
used in Mining were implemented in the
design of the Flow Wall. A stipulation
from the building owner was that the
base-building designed by Hassles Archi-
tects was not to be interfered with, there-
fore a quasi freestanding Architectural /
Exhibition was designed. This, easily
constructed and erected within the core
environment can be altered and adapted
as the concept is so simple and removed
if required.
A community zone situated on the outer-
perimeter of the “flow Wall.” This zone
comprises many small LCD screen relay-
ing information about culturally aligned
sensitivities, information regarding the
Brand and the Rio Tinto Employees. The
informal seating to the front, follows the
extract design principles. The tables are
formed of zinc plate which seem pulled
out of the floor. The Zinc plate continues
through the foyer floor and runs flush
with the exterior pavement.
The key to the Foyer Design is the Brand
connection at street level. The design is
formed of layers, The Rear Brand wall, the
mesh “flow Wall” the community LCD
,
Screens and the informal seating area, all
form a Brand montage which can be
viewed and interpreted by the passer-by
at street level.

9. 13 Rio Tinto Brisbane Headquarters Australia.
Level 13 split into two main zones. A floor
.
heavily based on meeting and interaction.
Two main areas, one formal and the other
informal. These are connected by one
central connecting workbench which
encompasses planting at each end. The
bench performs as a wayfinding piece, as
both zones are connected by the bench
and both planting zones can be seen
when exiting from the staircase and the
lift core. The bench can be utilized in
various different ways depending on
different personality types. It contains
storage and various modular seating and
working options which ensures flexibility.
Situated at one end of the bench a coffee
bar layout with various organic seating/
meeting points which can be used either
as seating/ lying/ leaning or perching
suiting different informal meeting situa-
tions. An Auditorium/Step Zone overlooks
this space which creates a presentation
point, various modular bench options fit
the steps enabling a degree of flexibility. A
“Strata Wall” surface is revealed behind
the auditorium which enforces the
essence of Mining and Extraction.
One of the main features of this floor
plate are the green meeting areas. These
are comprised of numerous counter-sunk
meeting pods that are set below a
planted strata, therefore when having a
meeting you are surrounded by planting.
Enclosing these pods are semi-
transparent curved screens that add a
sense of privacy and also can be used for
projections/ presentations. This concept is
Brand aligned and adds a different
dimension/ pace to the Rio Tinto work-
place.