report hyperdome final

Retail Consultancy Report For the Hyperdome

QIC

Created for Centre Management

September 2007

By Debra Young Boom Merchandising Services

3

Hyperdome Retail Consultancy Report

CONTENTS

Section 1 Current Summary amp Objectives 4

11 Introduction

12 Methodology

13 Current Situation and Key issues

14 Aims and Objectives 5

Section 2 Hyperdome Review amp Recommendations 6

21 First Impressions - Arrival Into North End Entrance 8

22 Last Impressions - Exit into Car Park 16

23 Transition Zone 18

24 Bi-Lo 19

25 The Experience - North End Shopping Centre Interiors 20

26 Signs amp Navigation 22

27 Circulation Paths amp Navigational Styles to Promote your Major 24

Tenants amp Precincts

28 Visual Communications 26

29 Casual Leasing amp Retail Lease Lines amp Circulation 28

210 Interactive Retail through Pause Zones Piazza amp Playgrounds 30

211 Columns 31

212 Retailers Presentation amp Circulation 32

213 Uncovered Car Park amp Entrance 34

214 Ceiling 35

215 Flooring 38

216 Non Performing Area 39

217 Hyperdome Brand at All Levels 40

218 Centre Court Display amp Merchandising 41

Section 3 Action

31 Action Steps from the Report 42

Section 4 Conclusion 45

41 Conclusion

4


Section 1 Current Summary amp Objectives

11 Introduction

The following report summarises the outcome of retail consultancy review of the Hyperdome and provides

recommendations for consideration for Centre Management The review was conducted by Debra Young

of Boom during September 2007

12 The review was conducted by

Observing customers within the centre at all entrances toilets food court playground car park

and within the Piazza

Informal discussions with several customers on navigation and what they enjoyed about the

centre

Interviewing a customer service desk officer

Discussing with mall management their key concerns

Capturing over 150 digital photos of Hyperdome entrances car park and shopping centre

interiors

Examining key areas within Hyperdome

Testing all signs to their destinations from entering to exiting

Reviewing the immediate competition Westfieldrsquos Garden City on their interior presentation

colour display landscaping mall layout entrances casual leasing landscaping and car park

13 Current Situation amp Key issues are

Hyperdome appears dated in many areas

Lack of ldquosense of arrivalrdquo

Poorly presented casual lease sites

Signage is not consistent with the Hyperdomersquos image in terms of quality amp design

Hyperdome Brand is not being fulfilled on all levels

Entrance and ceiling architecture is dated

Retailers window presentation and visual merchandising is poor

Lack of atmosphere in some areas of the mall

Mall furniture and fixtures do not reflect the image of the Hyperdome brand

Overall the mall appears to be cluttered and unkempt

5


14 Objectives amp Aims Of This Report Are

The Hyperdome Retail Consultancy Report is designed to assist Centre Management in creating

a successful mix of signage retail aesthetics colour lighting landscaping signage and

atmosphere to offer the most complete shopping and dining precincts possible and become a

destination location for all your customersrsquo shopping and entertainment needs In that

environment your customers will find new ways to discover dine shop share enjoy and buy

products and services from Hyperdome retailers thus bringing new revenue opportunities to your

asset

The report will offer you retail expertise to help create an updated shopping centre plan with

recommendations that encompasses casual leasing opportunities flooring fixtures lighting

sightlines ldquohuman spacerdquo comfortable colours that enhance the Hyperdome brand

merchandising visual communications appealing displays and other flexible design elements

that can be customised to the Hyperdomersquos brand and customerrsquos shopping needs and desires

6


Section 2 Hyperdome Review

20 Introduction

What We Need To Offer Customers

Today we need to go beyond the traditional elements that a shopping centre offers

We need to incorporate comforting elements that enhance customers shopping experience and

give them a sense of belonging that motivates them to shop to discover to share to enjoy

and to relax In other words we need to build comfortable spaces for them

Where they can find all the products and services they want and the information

they need

Where they can easily park feel safe and be visually entertained

Where they can browse through a variety of stores easily and see the wide variety

of products amp services because of better display amp layout

Where they feel at home and interact with others exchange ideas and get involved

with local communities which in turn expand to a myriad of other similar spaces that

help build a genuine community

What We Need to Offer Tenants

Furthermore provide retail expertise to the tenants which come from a combination of

experience understanding skills tools and the ability to pull these together to create a distinctive

and successful shopping centre community under one umbrella of a strong identity - the

ldquoHyperdomerdquo brand

This report will offer recommendation to help strengthen Hyperdomersquos presence and set the

Hyperdome apart from other shopping centres in the market And further align the Hyperdome

brand amp image for consistency amp fulfillment

7


Introduction continuedhellip

What We Need to Create at the Hyperdome

Architecture and interior design have taken central stage in planning retail shopping centre

environments The days of offering ldquobehind the counter retailersrdquo and large vacant enclosed malls

are long gone Today itrsquos all about ldquoopen floor retailrdquo where customers enjoy increased

accessibility can travel past key precincts amp categories to obtain traditional services and be

exposed to other impulse products and services in the process When customers walk into a well

planned retail shopping centre space that actually transmits a message they go through a

complete physical and emotional shopping experience This leverages the power of suggestion

encouraging customers to feel more do more and buy more The following fundamental

principles should be kept in mind to create an effective customer-friendly shopping centre retail

space

Effective first impressions

Atmosphere

Pause Zones

Entertainment amp Sound

Effective wayfinding amp signage

Merchandising amp display

Creating the brand on all levels

Creating a sense of community

Landscaping

Lighting

Design

Angles and Sightlines

Communication

While the recommendations in this report might be viewed as more capitol expenditure and further

owners contribution funding is should be noted these changes are what turn on the customer to

spend the new tenant renting a space and the tourist spending holiday money within the centre If

not they have a choice to go to other destinations that are close with the same or similar product

offer but have a fulfilling experience for their shopping and entertainment needs

8


21 First Impressions - Arrival Into North End Entrance

Observations amp Recommendations

The first impression of the shopping centre is created at this point This area is the ldquosense of

arrivalrdquo Overall the first impression is to ldquocapture the customerrdquo visually and turn them on This is

done through signage lighting ambiance first message colour and sound This is the area we

call the ldquomoment of truthrdquo An impression is made about the entire mall within this first 2 ndash 3

seconds regardless if it is true or not

Furthermore your exterior sign system has the impact on the first impression customers have

about the Hyperdome The clarity of directions ease with which they enter and leave the Centre

and overall appearance of the shopping centre will be motivating factors in their decision to

return

This entrance looks very dated is not inspiring and lacks atmosphere as first impression

9


Recommendations

1) Replace the fluorescent compact lighting with low voltage halogen lights to give it a more

stylish entrance and feel Low light and shadows create an intrigue in any situation

2) Paint this area with colour scheme that inspires and reflect the target market

3) Place attractive landscaping in this area ie Two Yuka plants in zinc pots (see below)

4) The sightline on the first column to display marketing collateral that conveys a welcome

feeling For example an image with the latest promotion etc

5) Replace operational car park hours to the interior of the car park

6) New non slip mats are available that can have the Hyperdome logo presented on it Replace

the mats with a branded Hyperdome colours and name

7) Have one or two speakers playing soft music and start creating atmosphere

8) If the budget would allow replace the flooring at the entrance and through the door

10


The First Impressions continuedhellip


Where is the message The mallrsquos first impression does not have cut through Currently it looks

vacant and cold

The malls security camera is sitting a prime sightline which conveys one message we have security

issues here

The seating is very dated and area is not used to the fullest advantage

When the customer rides on the travelator they are looking blank walls and are not visually

entertained

11


Recommendations

1) If possible relocate the security camera to the side wall

2) Replace seating with modern ottomans

3) Install speakers to create atmosphere playing relaxing music

4) The sightline above the door - place a LCD TV (50 inch) with advertising of the retailers

or new products

5) Paint the area with warm and inviting colours or add colour underneath the travelator

6) Place two urns with greenery to the right and left of the door

7) Traveling up the into the centre place stylish graphics to either side of the walls or 30 x 40

posters of retailers within the centre It is best to ensure this space has a consistent

message and does not have one poster from each store This will appear very messy

because of to many graphics and messages This area has 30 seconds to engage the

customer as they travel up the travelator

8) An expensive option would be to install a few LCD TVs in this area The cost will not be in

the TVrsquos but managing the content and ensuring that it is looping This might be a casual

lease opportunity with a major supplier

12


Recommendations continuedhellip

9) Another casual lease idea would be to approach Sony LG Panasonic or Samsung and

have them place the latest flat screen TVrsquos with their branding in this area for 4 - 6

months Similar to what they are doing at the airports at the moment They could show off

the different sizes of flat screens and place this on the wall (See example below) They

would have permission to paint the area in their brand colours The sales approach would

be to the head offices in Sydney targeting the ldquovisual product managersrdquo for LCD or

Plasma or contacting the advertising amp PR agencies in Sydney who handle their

accounts See example below that would be easily presented in this area

Walls leading into the centre - This area generate opportunities for visual interest because of the

height capacity and their ability to display a large quantity of products or marketing messages

Because of their extended visibility walls have the power to draw customers throughout the

space Wall fins or corners create a visual break help organize message and make viewing

easier for customers if there are several messages

13



Observations and Recommendations

Upon entering the centre the customer has been on the travelator for over 30 seconds and this is

another area that creates an impression of the shopping experience to the customer

The balustrade looks very old and dated and the columns features are like a flash back to the late

80rsquos

Wayfinding has not been established here ndash see further pages for comments

Recommendations

1) Install a frameless glass balustrade to give a modern and contemporary image to the centre and

create effective first impression (See below photo)

2) Hang large graphic banners this would create excitement through colour amp graphics (see next

page)

3) Columns to be painted white or metallic flat gray and have the dated ornaments removed A

stainless steel skirting at the bottom of the column would be modern and effective

4) Poster rails on the top of the column and bottom of column to hang centre advertising This would

be approximately 2 metres between each bar

5) Update the colour scheme to white to give a fresh feel to the centre or modern colour scheme

14



Integrating Logos and Branding Elements

Branding elements are the graphics logos flags murals directories and information monitors or

any other elements that portray the image of the shopping centre or the property company They

are an important component of first impressions as they are the most recognisable symbols of

identification

Including branding elements and logos with architectural details and signage is an important

design consideration When you redesign the Hyperdomersquos main entrance remember to treat any

branded elements as an integral part of the overall design

Logos amp Identity Add logo identifiers

Shopping centre banners that identify the most visited area in your centre will reassure visitors

that they are heading in the right direction A common design that provides a backdrop for logos

will help unify and reinforce your Hyperdomersquos image

15


The First Impressions continuedhellip Architectural Wayfinding amp Informational Wayfinding

Design for wayfinding includes the communication of information to assist the shopping centre

customer in finding destinations and understanding where they are at all times (orientation)

This involves both the design of shopping centre features that assist customers to find their way

and maintain their sense of orientation as well as direct delivery of information signage Thus

there are two types of wayfinding design strategies that reinforce and complement each other

architectural wayfinding design and information wayfinding design

Certain architectural and interior design features help customers to construct a mental map by

creating familiar models of how space is organised by building upon the information and by

distinguishing one precinct from another

There are five attributes in a shopping centre design that support the construction of accurate

cognitive mental maps

1 Clearly defined paths and circulation systems

2 Markers that stand out from the general background stimuli

3 Recognisable intersections where paths join

4 Strong edges like walls or landscape features and

5 Well defined precincts


Within Hyperdome shopping centre the north and south end requires distinctive features for easy

navigation

The food court is very distinctive due to the ceiling however the north end entrance is very bland

and boring and does not have strong edges or landscaping features

A recommendation would be to design two interesting architectural features and each end of the

shopping centre to establish effective wayfinding and atmosphere in these areas This would not

only modernise the area but establish markers at either end

Install banners in the large ceiling voids

If possible work with some of the free standing kiosk tenants and have them upgrade their kiosks

to a more modern image ie Mr Whippy

16


22 Last Impressions - Exit into Car Park


Upon exiting into the car park focal points are not being used for communication

Hyperdome branding could be used effectively in this position or corporate advertising

With the photo in mind the frameless glass balustrades would look excellent as well as the simple

columns

Create a marketing message upon exiting this point

Remove the rubbish bin from the key focal point and place to the side

This is an excellent casual lease area for corporate communications I sold to ldquoIntelrdquo signage

rights for these types of areas and achieved $77000 casual lease income in one meeting and

they renewed the rights for the following year The major brands have the budget to buy these

areas but the approach must be done by management or leasing

17


Exit into Car Park continuedhellip


The departure point for the customer does not stimulate nor does this area support the brand

Utilised the centre column for communication amp centre branding

See previous section for recommended comments to improve the image of this area

Lastly tell the customer where they are exiting into for effective wayfinding and present this

above the exit door

18


23 Transition Zone


When a customer enters your shopping centre it is important that they have a clear path to view

of what is on offer Customersrsquo purchasing decisions are based on their ability to see and interact

with the retailers you offer

The display is in a ldquotransition zonerdquo This means that the customer is arriving into the shopping

centre and is not taking anything in because they are adjusting to the space

This display is affecting the ldquohuman spacerdquo ndash The improper placement of fixtures ndash too tightly

spaced ndash will make customers feel uncomfortable and cluttered It also influences consumer

shopping behavior because customers will focus more on moving around the display than on the

actual display

This display will have an effect on sales at the Cafeacute Metzzo

A recommendation would be to remove this display and relocate to main walkway area

Ensure this area is completely free as it is a ldquotransition areardquo

19


24 Bi-Lo


As noted Bi Lo grocery chain across Australia is not performing in terms of sales however if you

wish to attract more people into Bi- Lo this could be done by increasing the lighting levels outside

this area The eye will always search for the brightest area and currently it is dark outside Bi Lo

Furthermore the Bi Lo pelment is dated and does not attract attention like Woolworths pelment

This strategy may work for a limited time but this is down to the Bi Lo retail format that will engage

the customer for repeat visits

20


25 The Experience - North End Shopping Centre Interiors


The north end appears to be the most dated area with Hyperdome but has the busiest entrance

and a strong anchor Big W

Recommendations

1) To lift the image remove the neon lighting from the top of the columns

2) Remove the green and blue features from the other columns

3) Paint the columns white and use stainless steal skirting around the bottom

4) Prohibit the poor presentation of the casual leasing outside Big W does not enhance the centrersquos

image and looks like a garage sale

5) Replace the dated balustrade to frameless glass balustrade

21


6) Remove the rubbish bins from key sightlines and place to the side The rubbish bins are currently

a feature because they are painted blue Replacement of the rubbish bins is imperative to the

image of the shopping centre The provision of strong intelligently positioned eye-pleasing

rubbish containers is essential Attractive rubbish bins add aesthetic value to an area

Recommended Rubbish Bin to the Right

Satin polished stainless steel - minimal maintenance

The materials used are extremely tough and vandal resistant

The clean lines blend in with any kind of architecture

X

22


26 Signs amp Navigation

Navigation

Place signs at ldquodecision pointsrdquo Decision points are where the customer must make a wayfinding

decision (for example whether to continue along the current route or to change direction) A sign

embeds additional information into the space to direct the customer to the next navigational

choice This information should be relevant to both the choices offered to the customer at that

point and the goal of the navigational task Simply a sign should tell the customer what the offer

is direction and the key destinations points

ldquoNavigabilityrdquo means that the customer can successfully move within the space from hisher

present location to the desired destination even if the location of the destination is unknown

There are three criteriarsquos that determine the navigability of a space

1) Whether the customer can discover or infer hisher present location

2) Whether a route to the destination can be found and

3) How well the customer can accumulate wayfinding experience in the space

The first criterion for successful recovery of location and orientation asks the customer if

heshe can definitively answer the questions ``where am I and ``which way am I facing A

response to these questions could be ``I am on the north end facing towards Big Wrdquo

The second criterion is the ability to successfully perform wayfinding tasks Successful

wayfinding occurs when the customer can make correct navigation decisions that take

himher from the present location to a destination Examples of such decisions are whether to

continue along the present route or to backtrack what turn to take at an intersection of paths

or whether to stop and acquire information to confirm they are on the present route

23


The third criterion for navigability is how well the customer can accumulate wayfinding

experience in the space The ldquoimageabilityrdquo of a large-scale space is the ability of a customer

to form a coherent mental image or map of it Research has shown that customers organised

the shopping centre floor plan with mental images using a set of common features entrance

paths retail shops facades precincts features (fountains or prominent architectural

features) edges (landscaping barriers) and nodes (intersection paths)


The signs are placed in the correct positions throughout the centre The image of the signage

does not reflect the image of a ldquoregionalrdquo shopping centre These types of signs are found at

neighbourhood shopping centre due to lower operational budgets and lower rents The signs

should ideally be illuminated to reflect the brand and create an image about the shopping

centre

The dark background with the white font creates a heavy contrast and is easy to see The

font size is ideal and easy to read

The information to create effective directional signs is too much and does not give me an

indication of where am I right now Please read the next section on how people navigate

Information Hierarchy - A way of ordering information to make it more readily accessible To

direct customers without overwhelming them with too much information an effective

wayfinding program presents a simplified layering of selected information that allows the

customer to more easily interpret the messages Simply there is too much information on

this sign Limit the destinations to under 5 ndash 6 destinations Do you really need to tell me that

the centre court is coming up Or would I naturally find that

24


27 Circulation Paths amp Navigational Styles to Promote your Major Tenants amp Precincts

Paths including walkways and corridors generally define the circulation system in a shopping

centre Usually a path system is organised into one of many common models If the customer

knows which one is used they can anticipate and predict where the paths will lead Clearly

defined paths help customers find their way more easily In a shopping centre there are usually

two orders of pathways main pathways that connect the major tenants and secondary

pathways that lead off primary paths to specialty tenants and secondary destinations points

ie post office

The reasons between the paths of two orders are to help people remember their journey through

the circulation system

According to research by McKnight Dillon and Richardson (1993) the three primary ways people

use to find their way around a shopping centres or building are

ldquoLandmarkrdquo navigator in this type of navigation use readily identifiable feature of the general

landscape and use it as a base ie Myer They move out from the base (Myer) to explore return

to the base (Myer) whenever they get lost or whenever they want to start over and explore a

different direction So wall graphics in a food court anchor tenants like Myer Santa photos in the

middle of the mall or strong visual hanging displays or colour in an area will assist this type of

person

ldquoRouterdquo navigator (statistically many women are like this) tend to learn many familiar routes and

then connect these for examples entrances she uses often or a familiar retailer to navigate to

places for which a route has not yet been learned yet Although the person using a familiar path

knows where to turn and how far to go she may not pay attention to the specific features of the

landscape along the way She will like logical links from a location for example the car park to

Woolworths So ldquobest parkingrdquo is very important to her as well as ldquoreassurance signsrdquo along the

main path Street named exits (not entry 1 amp 2 but Mandew Street entry 2) act like connectors

from one point to another As well as knowing the distance to the destination for example 100

metres to Bi Lo from the entrance

ldquoMaprdquo navigators (statistically more men are like this) who need maps and spatial

representation They also need ldquoyou are hererdquo indicators These people form a mental map of the

space when they are moving and use it to direct themselves via spatial relationship For example

they may say two years ago when I visited I remember the Dick Smith shop being in the northeast

corner of the mall ndash wersquoll just head that way until we find it This allows the person to adjust the

route many times and map allows him to do this

25


All three kinds of navigators can use actual printed maps but they use them in different ways

ldquoLandmark navigatorsrdquo may look for big intersections (Myer) and features like Fresh Food Hall

Precinct that they recognise ldquoRoute navigatorsrdquo may search the retailer index to identify a part of

a route they know and go from there to trace the route they need ldquoMap navigatorsrdquo may study the

map to ensure their mental orientation is accurate then fold the map and steer happily in the right

direction

Recommendations

So the questions within Hyperdome about wayfinding is ldquoWhere am I nowrdquo (all signs should have

what area they are on ie north ) ldquoWhere can go from hererdquo (directional signs that give the

directions to major anchor tenants not mini majors) ldquoWhat can I do hererdquo (an overview of the

centre in either static map or electronic directory) ldquoHow do I get back to where I wasrdquo (key

architectural features) and ldquoHow do I get out of hererdquo(exits that is clearly defined and have a

point of reference)

The connection of the other asset might be considered within the signage For example making

reference of the Home Centre amp Piazza on the directional signage near the food court then again

in the Piazza and at each major entrance would further create a ldquopower offerrdquo to the shopper

Instead of a half day event of shopping it becomes a full day event because they know how the

two assets connect while being shown in the Piazza while they travel through to the Home

Centre

Ensure all entrances have printed maps and consideration of having more electronic directories

to give an overview of the centre

Ensure the volume is turn up higher on the electronic directories

Upgrade the Fresh Food Hall Sign so it is consistent with the new brand signage behind it

26


28 Visual Communications

Visual Communications

The 30 x 40 stand gives an overall look and feel to the centre and are effective communication

points for marketing

Visual Communications In this day and age consumers are bombarded with messages Only those

messages that are compelling ndash through humor simplicity emotion or honesty ndash are not ignored

and create an impact on the consumer Your goal is to break through the clutter and make an

impression on your customers

The first step to break through the clutter is to understand how your customers think Most

customerrsquos respond to information in a predictable 5-stage process

1 Exposure ndash This is where your customers first see the message If the message does not get

past this point it will not make an impact

2 Attention ndash If your customers have absorbed the message they have made it to the second

level in the process

3 Comprehension ndash Once your customers understand the message and attach meaning to it

based on their own personal experience they have captured this third level

4 YieldingAcceptance ndash At this fourth level your customers will analyse the information It is

during this stage that your message has the potential to actually change your customersrsquo

attitudes and beliefs

5 Retention ndash The most important part of this process is remembering the message If your

message reaches this level your customers will remember what theyrsquove learned and will

apply it to future purchasing decisions

27


In order for a marketing campaign to have the required strength to carry your customers through

this 5-step process all elements need to work together The message on your 30 x 40 posters is

too much for the customer to take in You have 2- 3 seconds for a customer to read this

message Less is more is required This is not a display point to give detail The sign must speak

to you as a customer So simplicity rules in a transition zones To give more detail place in the

flyer next to the stand

Recommendations

Announce ndash At this level customers have the least amount of time to register new information

Graphic messages must be simple bold and attention-grabbing The fewer the words the

stronger the message

Amplify ndash Once a customer enters the Hyperdome they are more inclined to pay attention to

centre advertising The ldquoamplifyrdquo graphics should reinforce the ldquoannouncerdquo message and provide

slightly more detailed information

Explain ndash Now yoursquove captured the customersrsquo attention and yoursquove convinced them to find out

more This level of communication gives them all the information theyrsquore looking for about the

message service promotional event etc This can be carried out with smaller print on the

original communication piece or website information among others

Display Fixtures

The 30 x 40 stands have been around shopping centres since the 80rsquos They date your image

and are not modern Replace the stands with new timber veneer 30 x 40 stands that would match

the information desk or the timber in the food court Most regional shopping centres do not use

this type of stand anymore

28


29 Casual Leasing amp Circulation

Observation amp Recommendation

While casual leasing is extremely important to the bottom line and for the owner it must be

managed effectively The difference between Westfieldrsquos Garden City and the Hyperdome is the

presentation of the casual leasing This is the biggest weakness that is reducing the value of the

Hyperdome and well as decreasing sales of your permanent tenants

The decrease of sales occurs when the space of the casual leasing becomes to long and wide

This decreases sales of the tenants who are trading near it The reason for the decrease is that it

limits impulse buying through being able to easily access the other side of the mall and it inhibits

sightlines to the other side

Poor signage amp display The long display stand creates barriers for tenants on the other side and they are not positioned correctly to see the product - face the stands towards the foot traffic and limit the size

Sales tables that are low in height should be used Not full fixture in store 4 way rack system Itrsquos sale after all not a store

29


The image of the centre is decreased because of the poor visual merchandising of the product

hand written ticketing dumping of stock poor cable management sometimes displaying over 13

metres and lots of trestle tables with a variety of stock and variety of colours of table covers

Recommendations

Redesign the causal leasing contract amp invest in proper fixtures to present the merchandise amp

branded Hyperdome table clothes

Anchor tenants need guidelines on the types of presentation that is allowed outside their store

Do not allow the fashion tenants to have more than 25 metres of stock on 4 way racks This

should only be allowed within their store Furthermore having changing rooms in the casual lease

area and cables coming down from the ceiling should not be allowed Interference is created

when sharp breaks and angles from fixtures interfere with effective sightlines Tall fixtures

obstruct the customersrsquo view of the feature areas retailers and focal points Guide your

customersrsquo view through your shopping centre and limit the heights

Poor Cable Management

Casual lease scales are more effective near an entrance or exit or near a pharmacy Who wants to weigh themselves in a centre court

Allowing bread displays in the main walk way pulls down the image of the area and impedes the walk way Furthermore if itrsquos on sale where is the A4 sign amp red cloth

30


210 Interactive Retail through Pause Zones Piazza amp Playgrounds

These spaces are what customers are looking for and neighbourhood shopping centres cannot offer the

leisure time destination through which the customers can be committed to purchasing relaxing or relating

to one another It is this interactive retail that will motivate customers to come to the Hyperdome

shopping centre because

It is their personal space (in a sense)

In a market that is low social economic they aspire for a grander environment

It is where the Hyperdome can really add value to their customers

It creates a sense of community

It is a place to have fun and relax while taking a break from shopping

An area to entertain the children amp chat to other shoppers


These important areas with furniture are being updated which will give a wonderful lift to the

image of the centre and further create ldquointeractive retailrdquo for all customers

Further recommendation would be to replace the landscaping and old urns wooden benches and

not allowing the tenants to put branded plastic wrap around the casual lease tables nor

recommending having kiddy rides in a main walk way (Kmart is a better area)

Avoid making the rubbish bins a feature with the blue paint finish and placing them in prominent

area would be beneficial to the image

Avoid waiting for so long to update these areas as they are so important to achieving the repeat

customer and maintain leases

31


211 Columns


Avoid highlighting the air conditioning vents as this does not support a modern image

Having speakers facing up is not conducive to sound nor ambiance Place them down towards

the foot traffic

Replace the neon lighting and the gold trim on columns

The lighting is adequate however the new lighting system featured at the the Canberra Centre

would be a more modern option and give a better feel to the centre

Updating the cream to a white would also appeal

A modern approach would to paint the columns white or satin finish gray with stainless steel

skirting or bump rail

32


212 Retailers Presentation amp Circulation


Avoid tenants sticking messages directly to the window This is a great offer however is should be

presented in a poster and hung from a poster holder in the window

ABC and many other tenants require window dressing and display classes to lift the image as

well as their sales Merchandising is the placing of product on the shelves Visual Merchandising

is the placing of product on the shelves in an enticing way that invites sales and Display is the

planned three-dimensional presentation or staging of products that creates a set of opportunities

for the customer to interact or experience the product

Within the entire centre many of the free standing food outlets have very dated furniture and are

using foot path signage Westfieldrsquos Garden City had excellent presentation standards and

modern furniture which was appealing Due to the amount of space the dated furniture occupies

this is a visual mess and affects the overall image of Hyperdome Furthermore branded footpath

signage from the suppliers should be prohibited as this adds to the ldquovisual vomitrdquo of

communication in the centre Visual vomit is a term that sums up when to many graphics styles

colours and messages come at the shopper at one time The overall message that get through is

nil because of the chaos when it is all presented together

Avoid over stimulation ndash Too much stimulation can have a negative impact on customer behavior

because all displays messages casual leasing are fighting for the customersrsquo attention

Visual Vomit

33


Customers will be easily overwhelmed and unable to focus their attention on any one element

Keep it simple with ample breathing space

Circulation

A well-planned shopping centre retail environment will pull customers from retailer to retailer Proper

circulation techniques must be at the foundation of your shopping centre planning to increase the time

and the money customers spend in your shopping centre every time they visit

Tips

Equal value ndash Give all the casual lease space in your centre equal value Create dominant

displays encourage customers to shop areas of the centre that might otherwise receive limited

traffic (review the foot counters for these areas)

Shop with ease goal ndash Using the complementary retail adjacencies will make easier for the

customers Teen fashion amp accessories are in one area of the centre not all over the mall

Show your permanent retailers ndash Expose your customers to retailers they may not have even

realised Hyperdome offers Show your retailers by the means of free standing displays product

announcements or casual leasing on the main walk way

Limit the height ndash restrict the height of all casual lease tenants and displays so the other

retailers can be seen and accessed

Guide your customers ndash Lead customers through your entire shopping centre through tempting displays

Further Recommendations

Draw to scale every display casual lease tables amp chairs free standing tenant rubbish bin sign

pause zone and see what is REALLY happening within the centre and how that is influencing

sales the retailers and the image of the Hyperdome In my opinion it is very congested or very

empty

Keep areas clean and simple for easy viewing which creates sales

34


213 Uncovered Car Park amp Entrance


Exterior signs perform two very important functions they provide direction and express your

identity They must be noticeable in the surrounding environment and present the image of

Hyperdome clearly

Overall the signs are incomplete around Hyperdome Shopping Centre It is imperative that

management decides the look and feel they would like promoted on the exterior of the centre and

be consistent with this look in the centre ie fresh food hall

The faccedilade could be easily updated to hide the dated arches A cap of mdf board with

Hyperdomersquos graphics reversed out into white with blue accents could be an easy solution until a

proper refit could be done

A more expensive option is to encase the arch with illuminated white light panel graphic with

Hyperdome name

Landscaping would warm the entrance as well as visual graphics

See example of the right

Hide the dated facade

Add exterior flags amp visual graphics This area appears empty

35



To make the entrance more engaging place the window graphics to the right and left of the

entrance

Avoid presenting signage directly on the building like entry 2 sign this looks like the retailers

sticking paper to their windows

Paint the columns white and remove the coke machine The coke machine decreases sales from

all outlets and the positioning looks like desperate attempts to capture a dollar The coke

machines are more appropriate near public transport stops or area where there is not food kiosk

within 200 metres

Landscaping amp seating would warm the entrance as well as visual graphics

36


214 Ceiling


The ceiling is a wonderful display point for marketing and their graphics if the budget allows This

could be used as a casual lease area however guidelines must be established first

To update the ceiling encase the arches with similar timber from the food court ndash see examples

A more expensive option is to engage the Buchan Group to do a similar theme as the food court

to modernise the interiors

To compete with the Westfieldrsquos Garden City shopping centre updating to a white colour scheme

would also modernise the area However please note Westfieldrsquos Garden City vertical graphics

are not recommended

Or lastly hiring the Prop House in Brisbane to design permanent atrium display See next page for

examples This will hide the dated ceiling

37


Atrium Examples

38


215 Flooring


The flooring is an expensive option to update however it does look old and tired When the

budget allows replace flooring with synthetic terrazzo for easy maintenance and budget

constraints

Or as another option update the columns with mushroom colours and stainless skirting to match

the current flooring

39


216 Non Performing Area


The three main reasons why the left hand side of the food court is not performing

1) The congestion at the intersection point with the Crepe Cafeacute Wendyrsquos playground Florist

and casual leasing

2) The food court design is wonderful however the landscaping prohibits easy access from the

food court into the stores While it is a wonderful design and gives the customer dining

privacy the access points are not conducive to impulse sales This is similar when you raise

a food court area above the tenancies it does not create effective sales for the tenants near

by This design has limited access which decreases sales

3) Again too much stimulation at the intersectionndash Too much stimulation can have a negative

impact on customer behavior because all displays messages casual leasing are fighting

for the customersrsquo attention Customers are easily overwhelmed and unable to focus their

attention on any one element Keep it simple with ample breathing space

4) Have a clear sign so it leads you into this area

Visual clutter is the biggest enemy

40


217 The Hyperdome Brand at All Levels

Observations amp recommendations

To fulfill the brand at every level the staff are walking advertisements and are face of the

Hyperdome Theses ladies have wonderful customer service skills and great attitude which is

brilliant for the front line To further fulfill the Hyperdome brand a professional uniform that reflects

the market would be appropriate for cleaning staff customer service staff and administration

The uniform should reflect a casual but professional feel and have a name badge to break down

the barriers with the customers

When creating a retail brand is not just turning a brand into a space retail branding is

transforming a space into a brand which means staff amp culture etc Branding at the retail level is

critical because this is the final point of contact with the shopping centre customer or your

customer - the tenant

41


218 Centre Court Display amp Merchandising

The most direct customer-motivation components for purchasing mdash Visual Merchandising amp Display


Use this area to visually connect each avenue of the mall

Observe the 23 to 13 rule of display Currently the display looks overwhelmed due to the vast

space around it and is not positioned towards the major walkways Therefore ensure the display

space is 3 times that size with variety of height

The current display is too small dated poorly colour blocked and presented on old plinth and

facing the wrong way (not towards the majority of foot traffic)

Display is the planned three-dimensional presentation or staging of product that creates a set

of opportunities for customers to interact or experience the product Display entails the use of

color placement and visual lines for the eye to follow and that invokes a feeling and invites

customers to linger and participate visually with the product and continued down the path

After you have set the stage for your customers by creating a motivating environment through

effective shopping centre presentation amp design that encourages your target customers to return

again and again the most direct action you can take on a daily or weekly basis to spark sales is

to visually merchandise well and create great displays within the centre

Employ a window dresser to manage the key areas He or she should have props that they use

on the plinths for the display The bases and the mannequins need to be replaced for a more

ldquopermanent lookrdquo These types of mannequins are cheap looking and should only be used in a

temporary setting ie in a casul lease area They are not the image of the Hyperdome

42


Section 3 Action

31 Action Steps from the Report

As the report offers many recommendations and ideas listed below are inexpensive ldquoquick fix solutionsrdquo

that can be implemented immediately with a minimal budget ldquoHigh impact solutionsrdquo are the best

solutions for the Hyperdome but would need a substantially larger budget to implement however would

give the most results for the Hyperdome and its retailers

To assist the customer shopping experience create more revenue from rental and improves the image of

the centre which adds value to the asset The following is recommended

Quick Fix

Car Park Entrance amp Car Park Exit

Replace the fluorescent compact lighting with low voltage halogen lights to give it a more


Paint this area with colour scheme that inspires and reflect the target market

Place attractive landscaping in this area ie Two Yuka plants in zinc pots (see below)

The sightline on the first column to display marketing collateral that conveys a welcome


Replace operational car park hours to the interior of the car park

New non slip mats are available that can have the Hyperdome logo presented on it

Replace the mats with a branded mat in the Hyperdome colours

Relocate the security camera to the side wall

Replace seating with modern ottomans

Install speakers to create atmosphere

The sightline above the door place LCD ndash 50 inch with advertising of the retailers

Paint the area with warm and inviting colours or add colour underneath the travelator

Place two urns with greenery to the right and left of the door with modern urns

Traveling up the into the centre place stylish graphics to either side of the walls or tvs

43


Within The Centre

Hang large graphics in the ceiling voids

Columns to be painted white or metallic flat gray and have the dated ornaments removed

Place stainless steel skirting at the bottom of the columns

Move the display in the transition area to the main walk way

Design two interesting architectural features and each end of the shopping centre

Prohibit the poor presentation of the casual leases for example outside Big W and

through the centre

Rewrite the casual lease contract and invest in fixtures and branded table cloths

Place poster rails on the top amp bottom of the columns

Replace the 30 x 40 poster stands with timber stands

Anchor tenants need guideline on the types of presentation that is allowed outside their

stores

Do not allow the fashion tenants to have more than 25 metres of stock on 4 way racks in

the main walk way


Replace the landscaping old urns and wooden benches

Not allowing the tenants to put branded plastic wrap around the casual lease tables

Not allowing tenants to stick things to their windows or lapse in their displays

Remove kiddy rides in a main walk way (Kmart is a better area or entrances)

Place speakers down towards the foot traffic

Draw to scale every display casual lease tables amp chairs free standing tenant rubbish

bin sign pause zone etc

Place the window graphics to the right and left of the entrances

Relocate coke machines

Hyperdome uniforms amp name badges for front line staff

Employ a display artist or window dresser to manage the key areas when required

Purchase display bases or have them professionally painted in a spray booth and invest

in proper mannequins to reflect your image

44


High Impact

Install a frameless glass balustrade amp remove dated rail

Update entrance signage and hide dated architecture

Modernise the ceiling architecture with continuing by using timber (food court) or hiding

the dated arches

Update the colour scheme to white or other colour to give a fresh feel to the centre

Replace all rubbish bins

Place car park flags amp signage to create a sense of arrival

Illuminate signage and redesign the wayfinding

Avoid highlighting the air conditioning vents and paint over them

Remove the neon lighting and the gold trim on columns

Review Canberra Centre lighting and invest if the budget allows

Paint the columns white or satin finish gray with stainless steel skirting or bump rail

Electrical wiring of several areas for better cable management and access

Replace flooring with modern terrazzo

Create two atrium displays

Open up the congestion area near the food court and relocate the Crepe Cafeacute

Ensure music is playing within the centre ndash upgrade the sound system

Redesign the left hand side of the food court so it has better flow and access

45


Section 4 Summary amp Conclusion

In conclusion these are simple environmental and atmosphere recommendations that need to

take customers beyond their expectations in short recommendations that need to show your

customers that something extraordinary is happening in the Hyperdome due to the environment

and atmosphere And itrsquos only from the Hyperdome ndash the brand that customers equate with

variety innovation history value fun and more You will be fully prepared to show them new

ways to discover dine shop share enjoy and buy products and services from Hyperdome

retailers thus bringing new rental revenue opportunities to the asset and to casual leasing

From the observations and recommendations listed in this document easier interesting and

exciting shopping will be provided for the customer by instigating the above recommendations

Lastly change no matter how much it is needed can be a very emotional and nerve-racking

circumstance for everyone involved mdash the owners the centre managers the employees all other

stakeholders and believe it or not the customers Interestingly customers are often the most

vocal about their resistance to change

My observations over many years in retail are that there are Shoppers and Buyers Shoppers

are people who love the process of going to the shopping centre interacting with the products

trying all the free samples asking retailers to special order items establishing relationships with

the employees and visiting with everyone Shopping at your shopping centre is part of their life

experience After a period of time they feel they have some emotional ownership in the shopping

centre and have the right to speak up about what happens there Though these people may

generate 20 of your sales they consume 80 of your time

Buyers are people who visit your shopping centre regularly to buy products that fulfill their needs

and wants ask for help and information when necessary and are loyal to your shopping centre

as long as they obtain what they want find new interesting products and receive more service

than they expect These people rarely express their opinions and they complain by walking with

their dollars It is significant when these customers walk since they comprise the 20 of your

customers that generates 80 of your retailerrsquos sales In other words those customers who

complain about changes are not the ones who generate the most profit for your business Profit-

generating customers speak with their wallets and walk when the shopping centre is outdated

and worn retailers are dated and or the shopping centres vision has become blurred With this in

46


mind I look forward to seeing the future changes within the centre and creating an exciting

shopping centre for your market

Any questions or comments regarding this report

Please contact

Debra Young (BCom Marketing DipID amp VM)

PO Box 204 North Sydney 2101 Phone 0417 038 909 Email debraboomretailcom

Disclaimer

In accordance with our normal practice we emphasise that the findings of this report and the recommendations contained in it are

based on the sources indicated However as no independent verification is possible neither the firm nor any employee of the firm

takes responsibility for any errors that may occur however caused As the study involves marketing and merchandising

recommendations which can be influenced by a number of unforeseen events or by the management decisions affecting the project

no warranty can be given that the recommendations contained will achieve the desired outcome

3


CONTENTS

Section 1 Current Summary amp Objectives 4

11 Introduction

12 Methodology

13 Current Situation and Key issues

14 Aims and Objectives 5

Section 2 Hyperdome Review amp Recommendations 6

21 First Impressions - Arrival Into North End Entrance 8

22 Last Impressions - Exit into Car Park 16

23 Transition Zone 18

24 Bi-Lo 19

25 The Experience - North End Shopping Centre Interiors 20

26 Signs amp Navigation 22

27 Circulation Paths amp Navigational Styles to Promote your Major 24

Tenants amp Precincts

28 Visual Communications 26

29 Casual Leasing amp Retail Lease Lines amp Circulation 28

210 Interactive Retail through Pause Zones Piazza amp Playgrounds 30

211 Columns 31

212 Retailers Presentation amp Circulation 32

213 Uncovered Car Park amp Entrance 34

214 Ceiling 35

215 Flooring 38

216 Non Performing Area 39

217 Hyperdome Brand at All Levels 40

218 Centre Court Display amp Merchandising 41

Section 3 Action

31 Action Steps from the Report 42

Section 4 Conclusion 45

41 Conclusion

4



11 Introduction








centre




interiors
















5









asset






6



20 Introduction







they need















7













space


Atmosphere

Pause Zones






Landscaping

Lighting

Design


Communication






8












return


9


Recommendations












10





vacant and cold


issues here



entertained

11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






4



11 Introduction








centre




interiors
















5









asset






6



20 Introduction







they need















7













space


Atmosphere

Pause Zones






Landscaping

Lighting

Design


Communication






8












return


9


Recommendations












10





vacant and cold


issues here



entertained

11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






5









asset






6



20 Introduction







they need















7













space


Atmosphere

Pause Zones






Landscaping

Lighting

Design


Communication






8












return


9


Recommendations












10





vacant and cold


issues here



entertained

11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






6



20 Introduction







they need















7













space


Atmosphere

Pause Zones






Landscaping

Lighting

Design


Communication






8












return


9


Recommendations












10





vacant and cold


issues here



entertained

11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






7













space


Atmosphere

Pause Zones






Landscaping

Lighting

Design


Communication






8












return


9


Recommendations












10





vacant and cold


issues here



entertained

11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






8












return


9


Recommendations












10





vacant and cold


issues here



entertained

11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






9


Recommendations












10





vacant and cold


issues here



entertained

11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






10





vacant and cold


issues here



entertained

11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






11


Recommendations





or new products











12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






12
















13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






13







80rsquos


Recommendations




page)






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






14







identification








15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






15





















navigation









16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






16







columns







17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






17








above the exit door

18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






18


23 Transition Zone










actual display




19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






19


24 Bi-Lo








20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






20






Recommendations







21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






21










X

22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






22



Navigation





















23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






23













centre











24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






24









ie post office










person
















25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






25







direction

Recommendations






point of reference)






Centre





26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






26
























27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






27








Recommendations











Display Fixtures





28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






28














29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






29





Recommendations













30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






30























31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






31


211 Columns




the foot traffic







32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






32





















Visual Vomit

33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






33




Circulation




Tips
















empty


34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






34






Hyperdome clearly








Hyperdome name





35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






35




entrance






within 200 metres


36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






36


214 Ceiling









are not recommended



37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






37


Atrium Examples

38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






38


215 Flooring




constraints



39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






39






and casual leasing












40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






40














41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






41























42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






42


Section 3 Action








Quick Fix


















43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






43


Within The Centre







through the centre





stores


the main walk way















44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






44


High Impact




the dated arches















45
































46





Please contact



Disclaimer






45
































46





Please contact



Disclaimer






46





Please contact



Disclaimer






report hyperdome final

Documents