Posted on Design Institute of Australia
By David Mellonie, for the Design Institute of Australia
http://www.design.org.au/index.cfm?news=1845&id=101
DIA member harnesses the power of colour for new greengrocer’s store.
When a greengrocer at Sydney’s Westpoint Blacktown shopping centre bought a second outlet in the centre to exclude potential competition, he knew that a strong visual presence was vital to compete against bigger supermarket chains right nearby.
Fred Bounassif, owner of the Blacktown Growers outlet had already been impressed by the design of a cake shop just opposite, so he quickly found out that the fit out had been done by interior designer Vanessa Cullen, a DIA member.
Fred commissioned Vanessa to spruce up the premises for his new greengrocery outlet, and with only a limited budget and a very short time frame, she quickly transformed the retail space.
The high ceiling was brought down into a more human scale over the points of sale by installing striking graphic bulkheads, with downlights providing faithful colour tones that maximised the appearance of the fresh fruit and vegetables.
Bold striped colours, reflecting those of the fruits and vegetables below, have been installed on the bulkheads and signage, and large vinyl graphics applied to the walls above the produce displays bring images of cooking ingredients to life.
All the cabinetry and display shelving was custom designed and manufactured with numerous fixtures on castors giving the client the ability to move the displays around the store.
A monolithic juice and yoghurt service area at the front of the store anchors and defines the corner lease line junction and gives solidity to the overall store aesthetic.
‘So many people remark how good this store looks,’ said a delighted Fred Bounassif.
‘We are very, very happy with Vanessa’s design work.’