360 RETAIL - Design Criteria

Transcription

1 360 RETAIL - Design Criteria 1

2 WHY DESIGN? Westfield strives to differentiate it s shopping environment through fresh, innovative design and unique retail offerings. We transform everyday shopping into a truly unexpected and exhilirating experience. Innovative design has proven to stimulate customer interest which in turn drives sales. For Westfield and 360 Retail tenants to achieve this goal, we ask our tenants to fabricate a high quality, experiential retail design that is cohesive and complimentary to the overall shopping center environment. The following guidelines highlight the required design details and Westfield vision for 360 retail tenants. W E L C O M E T O W E S T F I E L D R E T A I L 360 RETAIL will afford your business and product unparalleled exposure and permanent long term real estate within our centers. 360 Retail gives you the ability to have front and center interaction with shoppers from multiple sides. Your kiosk is your vehicle for selling. Kiosks are entirely customized to fit your business, product and merchandising strategy, to maximize sales and company success. Present your brand to stand out in the crowd. Develop a relationship with your customers by letting the design grab them. This way you can retain them and they will keep coming back. Our Retail Design Managers ensure you a level of service that extends beyond the local level so that your individual, as well as national needs are answered and expectations exceeded. Create and innovate. Be dynamic! 2

3 c o n t e n t s Design Criteria 4 The quality and presentation of the Westfield centers is paramount to our joint success. We hope that through our design process we can assist you in designing and delivering an exceptional retail offer. Pylon - Primary Signage 5 Food - Second Pylon 6 Signage - Branding Graphics 7 Signage - Promotional 8 Signage - Digital Screens 9 Finishes and Materials 10 Layering in Elevations 11 Lighting 12 Storage, Detailing and Access Gate 13 Display - Media 14 Food Display 15 Food Merchandising 16 Seating and Barriers 17 Plan and Layout 18 The Process 19,20,21,22,23 Fabrication 23 Design Management 24 Glossary 25 e x c e l l e n t d e s i g n, g r e a t e x e c u t i o n, o p e n o n t i m e. 3

4 KIOSK DESIGN CRITERIA DESIGN AND DOCUMENTATION: Retailers will be required to submit a design concept which has been prepared by a reputable retail interior designer or architect, which meets the criteria specified in this criteria manual. Design of the kiosk is to comply with all current health department, fire and building codes in the respective jurisdictions. If an element of graphic design is to be used, tenants will be required to engage a reputable graphic designer. The design concept approvals procedure, as noted in this manual, are to be followed. KIOSK: Maximum kiosk height is to be 3-6 above the finished floor level plus a 1-6 translucent shroud to hide equipment and to comply with the health department height requirement for the wall behind the sinks. Overhead exhaust or light canopies will not be approved. General retail kiosks are allowed to have one pylon sign. Food retail kiosks are allowed to have two pylons,- one for signage and one for the menu. They must be placed perpendicular to each other. They cannot face the same direction. All kiosks must incorporate articulation of forms and variation in height. They are required to have fully integrated lighting to all display areas and provide a retail presence. Where appropriate, consider incorporating mall relevant finishes. 80 % of the finishes must be neutral, natural and authentic materials on the exterior of the unit. Secondary finishes such as branding graphics, (inclusive of digital screens and promotional materials) and branding colors, must be limited to 20 % of kiosk exterior surfaces. 4

5 PYLON PRIMARY SIGNAGE THE PYLON IS YOUR BEACON. IT PERCHES ABOVE THE WALLS TO GRAB THE CONSUMER FROM AFAR. The pylon can take on multiple shapes within a set perimeter and parameter of 7 H x 3 W x 6 D. It s front must be positioned facing the main flow of traffic. It must be back lit to accomodate push through letters as well as be controlled by tenant s electrical system. Fully illuminated back panels will not be approved. Theprimary signage on the pylon is to integrate seamlessly with the kiosk architecture. The signage concepts must be innovative and of high quality materials such as glass, wood and stone. The edge detailing should be continuous and of a durable nature. The graphics are permitted on the pylon only as a background and are to be secondary, non illuminated and subtle in contrast and color. The landlord must approve all tenant signage in writing prior to installation. The location of the pylon will be determined by which mall and the location within the mall at landlord s discretion. 5

6 FOOD SECOND PYLON SIGN A second pylon is allowed for kiosk food use only. A second pylon s maximum size is 7 H x 3 W x 6 D. The second pylon must be positioned perpendicular to the primary signage pylon. Menus may be located on any of all four pylon sides, however a maximum of only two main branding signs will be permitted. Additional branding signs may be installed on the pylon or within the menu panels, but must be substantially smaller than the main branding sign and must be non - illuminated. Photo based food menus are required to incorporate professionally photographed custom images of the product. Consider menu flexibility for seasonal price and menu changes. Edge lit slim line menu boards and digital screens are encouraged for text and/or image menus.they are required to be recessed flush into the face of the pylon. Standard light box signage will not be permitted. 6

7 SIGNAGE BRANDING GRAPHICS Additional branding graphic elements, including digital screens and promotional posters are to be limited to 20% of the kiosk s surface. Graphics must be mounted/set behind glass or finished with a clear high gloss coating. Additional primary branding signs, slogans or tag lines may be installed on the sides of the kiosk but must be substantially smaller than the pylon main branding sign and must be nonilluminated. Stenciled and or stamped graphics are preferred. They must be subtle in execution, eg. water mark effect, fine line work and/or custom drawn illustrations. Graphic colors are to be limited to the tenant s corporate color palette and a maximum of two tones. Photographic images are required to be monochromatic in style, subtle in execution and engage a graphic overlay or stylistic technique in order to effectively soften the photograph. 7

8 SIGNAGE PROMOTIONAL Promotional signage will be limited to either: A maximum of two locations or the equivalent of two digital screens or, a maximum of one location at a size that equals two screens. Promotional signage may include fully illuminated posters or digital screens and must be recessed and integrated within the kiosk millwork below 4-0 high. Poster displays are to remain behind glass and all framing mechanisims are to be concealed with frameless magnetic systems preferred over snap frame systems. Illustrative graphics must be installed behind glass and are limited to 20% of the unit structure. All display systems for promotional graphics and pamphlets must sit flush with the millwork design and finishes. Freestanding displays will not be approved. The content of all promotional signs must maintain a consistent graphic content which relates to the main brand. All grahics must be approved by landlord before installing. All supporting communication including packaging sizes, ticketing, specials, leaflets and staff uniforms are to be designed by a graphic designer and displayed in a consistent fashion as part of the overall graphic signage. 8

9 SIGNAGE DIGITAL SCREENS Digital screens will be limited to either a maximum of 2 locations or a maximum of one location at a larger size. If used, the screens will substitute for one or both permitted promotional signs. All screens must be recessed and integrated within the kiosk millwork and below 4-0 high. All cabling must be integrated and concealed. Images and content are to be well considered, including frequency and rotation of media. Content is to be submitted to Westfield for approval and will be reviewed regularily with Westfield mall management. Advertising of non- core product will not be approved. Audio will not be approved. 9

10 FINISHES AND MATERIALS Selected materials must be natural and authentic such as woods, stones, reclaimed woods, mosaic tiles etc. Materials and finishes should be durable to hold up against foot traffic and cleaning equipment. Recommended materials must be applied to a minimum of 80% of the extereior surfaces. Building materials must be fire treated or non flammable, -Class A materials per fire and building codes. All glass display cabinets are to be frameless UV bonded glass with a square edge detail wherever possible. Toe kicks must be of a highly durable material, -eg. engineered stone or stainless steel. All shelving/cabinets must have doors. Internal floors, where required, are to match the existing mall floor finish as closely as possible. 10

11 LAYERING IN ELEVATIONS CAPTIVATE YOUR AUDIENCE! Incorporate patterns and textures. Overlay different materials. ( creates dimensionality). Mould and shape materials to create softness. Overlapp materials to create shadows and depth. Incorporate an 8 high minimum toe kick to create a floating effect. 11

12 LIGHTING Overhead light fixtures must be low profile and approved by Westfield. Case lighting must be seamlessly integrated into the design and appropriately lit. Where LED tubes are used, they must be overlapped for continuous lighting and to eliminate dark spots. LED lighting must incorporate a diffuser to mask hot spots and be fully concealed from view. If your kiosk is located under a ceiling, additional lighting elements may be considered at landlord s discretion. No track or cable hung lighting fixtures are allowed. No overhead canopies are allowed. All lighting must meet applicable building codes and safety requirements and will require landlord approval prior to installation. 12

13 STORAGE AND DETAILING All interior storage must have doors or fixed fronts within the retail space. Mops and cleaning materials are to be fully housed and out of public view. All refrigeration must be built into the kiosk millwork. All cabinet hardware must be low profile, commercial grade stainless steel. Integrate all counter top displays into the design. No freestanding, loose spinners or displays are allowed. All POS systems, wiring and cableing must be concealed and built into the millwork. All countertop equipment must not exceed 4-0 and must be screened from public view with frosted glass or similar and integrated into the overall design. Equipment motors are to be located remotely from the kiosk. If motors cannot be housed remotely, provide an integrated custom designed vent detail. ACCESS G A T E A gate to enter an enclosed kiosk is required. The gate must be seamlessly integrated into the design to avoid being an eyesore. The bottom of the gate should be no more than 1 maximum above the finished floor. 13

14 D I S P L AY MERCHANDISING Tenant must hire a visual merchandiser for proper merchandising of the kiosk. Incorporate product specific display elements into overall design concept. Choose the right display elements for your product. This impacts your perceived product value and your customer s shopping experience. Trays, risers and cuff elements are key to successful presentations. Secondary and small impulse product displays are to be built into the millwork. Open - sell or publicly accessed display bins and dispensers are to be integrated into the kiosk design in a cohesive manner. Loose counter spinners and counter top merchandise displays will not be approved. Ticketing or sale merchandise must be presented within display units and cannot appear above 4-0. Ticketing must be of a professional standard and should be placed in a consistent format. Professional ticket holders should be used. 14

15 3 6 0 R E T A I L F O O D D I S P L AY Professional and sophisticated food display is required. Attention to every detail of presentation is essential. Incorporate professional ticketing. The description and pricing should be professionally designed and printed. Ensure that ticketing is laminated and consistent in appearance. Professional ticket holders are to be used and placed in a consistent format. Specials and meal deals are limited to a maximum of 3 x 3 ticket frames and will not be approved above 4-0 Overhead canopies are not permitted. An alternative solution to an overhead canopy, such as a UV bonded glass enclosure should be used if one is required by the health department. Internal display cabinet illumination is to be integrated and discreet. Drinks fridges and all other refrigeration must be built into the cabinetry. Freestanding loose bottles or items will not be approved on counter tops. 15

16 3 6 0 R E T A I L F O O D As you lay out the plan, make accomodations for customer traffic flow and queueing Take out packaging is to be stored out of public view. Conceal equipment with translucent panels to maintain clean sight lines and to avoid exposure of the back of house All menu board applications must be a part of the overall design. The menu board can be up to 7 tall and no wider than 3. Consider the menu board placement in relation to queueing for ordering and pick up. To maintain a clean and orderly image, equipment cables, cords and loose items are to be hidden from public view. The design of your kiosk must include shrouding for such areas and items. Small product displays, dispensers for food, condiments, straws, napkins and flatware are to be well integrated and built into purposely built counter recesses. Contact the mall operations manager regarding electrical and plumbing coordination. Check local codes for ADA, fire, health anf building code compliance. 16

17 3 6 0 R E T A I L S E A T I N G / B A R R I E R S Tenants are to provide a diverse range of seating styles. More than one type of seating is encouraged,- a mix of hard and soft chairs as well as banquettes. The selection must be submitted to Westfield for reveiew and approval prior to ordering. In some cases chair specifications will be determined by the landlord. Seating zones are to be defined through incorporating a variation of built - in banquettes, integrated fixed barriers and partial low walls. Barrier design is to be integrated with the kiosk design. Finishes such as neutral architectural materials such as glass, stone, wood or engineered stone must be utilized. The height of barriers cannot exceed 3-6 in height. Branding signage and illustrative graphics on barriers must be tonal or subtle in execution and non - illuminated. Illustrative graphics are to be installed behind glass. Photos including food photos will not be approved. Illustrative graphics are limited to a maximum of 20% of the barrier structure. All seating is to be located within the lease line or approved seating areas. Seating next to railings may need to be fixed. 17

18 3 6 0 R E T A I L P L A N / L A Y O U T P L A N Y O U R F L O W An open walk - through kiosk can be shopped from the inside and the outside and allows for increased SKUs. A walk - through kiosk encourages interactive shopping. A walk - through kiosk let s the customer assess before engaging. (transition time) A walk - through kiosk lends itself to a sculptural design which in turn draws attention to the product. 18

19 T H E P R O C E S S 1 CONCEPT DESIGN 2 DESIGN SUBMISSION & REVIEW 3 DESIGN APPROVAL 4 PERMIT DRAWINGS 5 FABRICA- TION 6CITY APPROVALS 7 ON SITE KICK OFF 8TRADE Retailer Retailer s deigner Westfield RDM Retailer Retailer s designer Westfield RDM Retailer Retailer s designer Westfield RDM Retailer Retailer s designer, fabricator/ architect Westfield TC Westfield RDM Retailer Retailer s designer, fabricator/ architect Westfield TC Retailer Retailer Westfield TC Westfield RDM Retailer T H E R O L E S Westfield RDM - Retail Design Manager Design approval, delivery and on site liaison. Westfield TC - Tenant Coordinator Coordination with retailer, fabricator, Westfield RDM, Design & Construction and Center management. Westfield D & C- Design & Construction Base building design and services / coordination. Westfield CM - Center Management Pre construction and on site liaison. Westfield LA - Leasing administration 19

20 LANDLORD REVIEW AND APPROVAL: The tenant is responsible for proper engineering, safety, design and compliance with all applicable, governing codes and regulations of the kiosk. Landlord s approval of tenant s drawings do not imply and/or infer compliance with these requirements. Landlord s drawing review and approval is only to ensure compliance with Landlord s criteria. The approval does not relieve tenant of responsibility for compliance with the lease agreement. Field verification of dimensions and existing conditions must be performed by tenant/tenant s architect. Tenant/tenant s architect will be responsible for discrepancies between final drawings and as-built conditions of tenant s space. SUBMITTING PACKAGES: All submissions with the exception of the sample boards, shall be made electronically via Westfield s tenant coordination website. A project specific user id and password will be issued to each tenant at the start of a project. Submit files as a PDF file. Visit for additional information. CONTENT OF PACKAGES: Material sample board (physical and digital) Conceptual renderings Preliminary drawings Final drawings Signage and graphics shop drawings. 20

21 MATERIALS SAMPLE BOARD MUST INCLUDE: Kiosk finish materials for the inside and ouside. Labeled and cross referenced samples/drawings. (The board size should be around 11 x17.) Mall name, tenant s DBA and space number. (Submit the sample board prior to the final drawings submission). CONCEPT PACKAGE: Concept drawings shall clearly express tenant s design intent. and must include: Minimum (2) color renderings of tenant s proposed kioskdesign look and feel. (one from each corner of the unit). PRELIMINARY PACKAGE: Design drawings shall clearly express tenant s design intent and include the following architectural drawings in a 11 x17 PDF sheet set. The set shall include: Mall name, tenant s DBA and Space Cover sheet. Minimum (1) color rendering of tenant s proposed kioskdesign. Key plan showing the tenant s location in the mall. Plan with dimensioned clearances from the in - line stores and adjacent kiosks. Floor plan 1/8 = 1-0 Elevations 1/8 = 1-0 Sections 1/4 = 1-0 Details 1/4 = 1-0 Finish material schedule. Landlord shall return one complete set of marked up and stamped PDF files at 11 x 17. The stamped landlord approved preliminary drawing set or the revised preliminary drawing set, shall be referred to as the preliminary plans. Approval of these drawings, does not imply approval to begin construction. 21

22 SIGNAGE SHOP DRAWINGS: Submit proposed signage / menu board designs during the preliminary phase. Upon landlord approval, submit a complete set with the following from a reputable sign vendor: Sign / graphics location, color, materials and attachment devices. Plan of signage at 1/8 = 1-0 or larger Sections through signage at 1/8 = 1-0 or larger Elevation of signage at 1/4 = 1-0 or larger Materials finish board and finish schedule Details of all attachments. FINAL PACKAGE: Final drawings shall be prepared in conformity with the preliminary plans and in strict accordance with tenant s design and construction requirements, consisting of, but not limited to the following in an 11 x 17 PDF sheet set: Preliminary package PLUS: Key plan showing distance to nearest bathroom (food retail only) Equipment and fixture schedule Shop drawings and /or cut sheets for equipment and fixtures Responsibility schedule Signage shop drawings and or menu / boards if applicable (include sections) All applicable mechanical, electrical, and plumbing drawings All applicable requirements of the local jurisdiction issuing permits. Landlord shall notify tenant s architect of the corrections required. If any corrections are required, the architect must conform to the approved preliminary drawings, construction requirements, this tenant criteria manual and / or other items as may be deemmed relevant to Westfield s tenant coordinator. Landlord shall return one complete set of PDF files at 11 x 17. The stamped landlord approved final working drawings set or the revised final working drawings set shall be referred to as the final working drawings. or permit set 22

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24 DESIGN MANAGEMENT This is a guide to assist tenants within Westfield malls to design their retail and food kiosks and to present their merchandise. It is important that the quality of design and buildouts throughout the malls be maintained to a high standard. Retail and food kiosk designs and build outs should have the same level of detail and quality of finishes as shown in this criteria. Please contact your Retail Design Manager if you have any questions. IMPORTANT: This guide is illustrative only. Approvals of kiosks will be made on an individual basis and may vary between tenants. It will ultimately depend on a range of factors. Neither the Westfield group, the tenant, anyone on their behalf nor this guide makes any promise, representation or warranty, (collateral or otherwise), whether written, oral, expressed or implied as to: 1. The appearance of any part of the mall, including the design and build out of any specialty shop or shops. 2. What shops and businesses will operate in the mall and what merchandise and services will be sold. 3. The potential profitability, turnover or success of any business within the mall. 4. The number of customers that may visit or shop in the mall. 5. The tenant mix of the mall. 6. The permitted use of any shop. 7. The exclusivity of any business conducted from any shop and the extent to where there will be the same, similar or competing uses in any other shop. Any such promises representation and warranties are here by withdrawn and canceled. Westfield, at it s discretion, reserves the right to discuss and agree with the tenants on any aspect of the shop design and build out, including quality. 24

25 GLOSSARY Branding...a name, logo, color, material used to identify a product source / business. Cohesive...an overall integrated look, unified. Commercial grade... of a quality that sustains high traffic wear and tear. Compliance... to adhere to a recommended or required course. Designate... to select for a specific purpose. Durability... the ability to withstand and endure abuse. Experiential...making meaning and sense from a direct experience. 360 Retail...Westfield s new global re-design of the traditional kiosk. Flush mounted...even or level with an adjacent surface, forming the same plane. Innovative...a new and inventive way to do things. Plan-o-gram...a diagram of fixtures and products that illustrate how and where products should be displayed on a store shelf to increase customer visibility. Promoting sales...to contribute to the increase and growth of sales. Push thru letters...of a material that allows light to shine through. Pylon...sign tower / beacon. 25