Project Overview
TattsBet is Australia’s largest race and sports betting provider with 1,400 retail outlets nationwide. In December 2014, the company unified its betting operations under the new brand UBET as part of a transformation process to reclaim its leadership position in a highly competitive consumer sector. This UBET store is the first of a rollout of stores that bring the new brand to life in the retail arena.
Project Commissioner
Hulsbosch on behalf of Tatts Group
Project Creator
Team
McCartney Design
-
Gary McCartney, Owner/Creative Director
Tarquin Willis, Design Director
Zita-Mari Seymore, Senior Designer
Sinéad Kelly, Client Services Manager
Bettina Easton, E-Lux Lighting Designer & Consultant
Hulsbosch
-
Hans Hulsbosch, Executive Creative Director
Jaid Hulsbosch, Director
Linda Jukic, Creative Director
Belinda Hubball, Design Director
Phil Wadewitz, Senior Designer
Sophie Zetterberg, Designer
Samantha Pang, Account Manager
Project Brief
The brief was to bring about a revolution in retail wagering and to set an international benchmark - not only in what it looks like but in how it’s done. To overcome the tired, uninspiring stores of the past and entice a younger, sport-focused customer in store alongside the existing (sometimes older) racing customer – ultimately appealing to a broader range of punters and creating a more dynamic experience.
Project Innovation/Need
The new UBET has accentuated, lower level, contrasting, and warm illumination. This highlights the action and provides the punter with a comfortable environment in which to linger.
The central screen hub & POS are subtly illuminated within via LED strip, conveying a lightness to the structure and clearly defined wayfinding for the customer.
The stadium seating to one side, has a slightly higher luminance appearance, encouraging social interaction. The opposite side, for the single punter is dark and clubby creating a comfortable atmospheric feeling, while providing ample local illumination on tables to fill out betting slips.
The large high luminance screens contribute to the overall illuminance and are the focus of the space. The lighting design was careful not to compete with these (the product) but to complement them. There is no source glare within the space or on the screens, which contributes to the warm immersive feeling.
Design Challenge
The main challenge was the competing functional needs. There needed to be enough task light that punters could read form guides and fill in betting slips. But the focus of the environment is screen based sports and racing action and information, best appreciated in subdued lighting.
In addition, there were two main customer groups, which had subtly different lighting needs. And overall the environment had to present a bright, wholesome and welcoming face to the street.
Lighting plays a key part in the creation of the new, user-friendly environment by placing the emphasis fully on the screens in the centre of the space and creating usable, warm and social spaces for the customers.
This new retail experience has more than delivered for UBET with an increase of 110% in foot traffic on key betting days. Dwell time and comfort metrics increased among existing patrons and the attraction and visitation of the targeted young male demographic was noted.
UBET Chief Operating Officer Barrie Fletton said, ‘The customer and innovation have been at the heart of this concept. This is designed to be a fully-immersive experience, second only to being at the game or at the track.’
Sustainability
Sustainability is derived from our approach to lighting. The main light sources are energy efficient LED strips and downlights.
Although the BCA Section J allowance is 22 Watts/m2 we achieved the desired luminance (or appearance) outcome only consuming 14 Watts/m2.
The effect of not over lighting the space and placing light sources only where needed was that there is a general efficiency and economy in lighting (and by association, cooling costs) and also the right warm and social ambience.
Lighting Design
This award celebrates creative and innovative lighting design or effects in indoor or outdoor spaces.
More Details