Image Credit : Charlene Cong and Matthew Morelli
Project Overview
Inspired by French delicatessens of yesteryear, A Little Something brings a sophisticated mix of provincial and contemporary design to the Sydney International Airport. Siren Design's finely detailed retail solution aptly showcases the calibre of the fine gourmet brands offered within, providing customers with a uniquely charming, high end retail experience.
Project Commissioner
Project Creator
Team
Charlene Cong, Mia Feasey, Katya Heisse, Matthew Morelli, Penny Sloane and Nathalia Suizu
Project Brief
Heinemann Asia Pacific approached Siren Design with the novel idea of creating a French Delicatessen style retail store in the midst of the hustle and bustle of Sydney Airport. The brief requested that Siren would utilise the elongated space to develop an eye catching retail presence that would maximise the store’s exposure and its visual merchandising opportunities to the Airport concourse. The store needed to provide users with items specific to giftware, and provide a selection of non-perishable foods that did not present competition with other hospitality establishments within the airport.
A Little Something was an opportunity to delve into lateral solutions to achieve a retail and culinary experience that far exceeded Heinemann's expectations in a constrained and challenging space.
Project Innovation/Need
With a focus on creating brand presence, the timeless palette was intentionally restrained to allow the brands to ‘pop’. Each label was designated its own custom framed display module, which activates the store's back wall and in direct sightlines of approaching foot traffic. All joinery and displays within the store were custom designed and fit-for-purpose, with the use of bespoke timber mouldings, turned legs and recessed lighting evident throughout. Innovative equipment such as custom made refrigerators were designed to fulfil the Heinemann’s specific requirements for maximising the macarons’ shelf life, as they were built to operate within a set temperature range for optimal product preservation.
In summary, A Little Something was an opportunity for innovation. Challenges were a plenty, however the project team worked seamlessly to explore opportunities, and always kept the ‘customer’ at the heart of every solution. The finished environment is enduring and inspiring, taking customers on a culinary journey, where every product is a sojourn and possibilities are around every corner.
Design Challenge
Siren Design created a sophisticated and engaging retail environment that answered both Heinemann's and Airport's stringent design brief. The successful fitout of A Little Something is testament to the very high level of collaboration and communication between the Australian based project team and the Singapore based Heinemann. Working remotely was a challenge overcome by technology and 3D-visualisation, which assisted the project team to clearly communicate and align their design to match the Heinemann's vision. Additionally, 3D-modelling allowed Siren to push the boundaries of the design and achieve a very highly detailed and tested outcome.
Siren was presented with a difficult dimension for a retail frontage, however they utilised the space so that exposure was used to their advantage. A complex space with a vast and quick paced clientele, A Little Something delivered Sydney Airport with an engaging spatial experience.
Sustainability
The solution takes optimum advantage of the site's elongated shopfront, maximising the store's exposure and visual merchandising opportunities to the Airport concourse. A series of quaint arched windows allow passers-by glimpses into the finely curated retail offerings within, whilst the 9m striped awning ties the whole facade together. Site constraints such as numerous columns along the tenancy boundary were cleverly absorbed into the facade design or transformed into merchandising opportunities.
Multiple point-of-sale counters service the unusually long store layout, facilitating customer service and operational flow. The main central counter is accentuated by a feature mosaic stone tile inset and doubles as a wine tasting bar.
A temporary retreat, A Little Something is a quaint, retail detail for the customers of Sydney International Airport.
Interior Design - Retail
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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