FENWICKS FOOD HALL NEWCASTLE
The project brief was to refurbish and uplift the Fenwicks food hall Newcastle. This Food Hall had been a historic retail destination for shoppers and a key driver for a shopper mission, however over the years it had become dated and needed a new lease of life. There was to be a blurring of thresholds, integrating the food retail and the clothing retail, to create a seem-less customer journey.
ADJACENCY PLANNING
The first step in any project of this scale is to confirm the planning and flow of the proposed. With this project the anchor tenant was the large deli counter. With clear sight lines enabling a fluid customer flow and journey and also increasing dwell time. The entrance / decompression zone forms a connection with the external retail and shopfront.


PLANNING & DESIGN PRINCIPLES
Creating a central focal retail counter with perimeter offers creates an easy to navigate space. Clear sight lines with clearly defined navigation. Blurring of defining tenant and landlord characteristics creates a homogenized space. The coffered retail ceiling on one hand forms a contemporary feel , on the other keeping the column cladding aligned with the historic feel of Fenwicks and floor finish with traditional food hall overtones creates a more grounded and historic feel.

MOOD BOARD
The mood board being the integral part of the design. This once signed off formed the basis for the design proposal. From seating options through to materials and finishes. The historical and traditional meets the contemporary - Classic Contemporary

GROCERY RETAIL
Simple fixtures with hero retail with cross merchandise display. A feature lighting detail "la grande Geste" with souple serving ladles creates a focal and navigational point of interest.

MAIN DELI COUNTER
Main feature counter with hero product retailing set into the counter. with cross-merchandise low level displays bringing a touch of theatre to the retailing. Blackened steel frames around the perimeter of the counter contain the navigational signage and also hose the POS displays a nod to past retailing techniques.

ENTRANCE AND COFFEE OFFER
Taking the coffee offer as a key driver, this was initially positioned in the decompression zone within the entrance . A island counter with seating and perimter seating, so as to create a meeting zone and dwell.

WINE OFFER
Sketch illustrates the seasonal hero offers and product promo. Double height retail walls with ladder access creates a theatrical element to the display.




