Image Credit : Rohan Venn
Project Overview
The newly rebranded ‘The Market's Club’ was redeveloped to attract a new clientele and to celebrate the local history.
The client’s strategy was to appeal to local shift workers at the adjacent Sydney Markets on which the club is located, in order to gain repeat and regular visitation and spend. This was achieved through careful planning, design and story telling. An enlarged entertainment precinct with an outdoor area sports lounge with oversized LED screens and vip lounge were incorporated into the new club. Historical photographs were sourced from archives to showcase the history of Sydney Markets.
A dark and moody palette of black timber, terazzo, axminster carpet, and black metal deliberately create an ambiance suited to the shift worker, blocking out natural light after a long shift. Feature and mood lighting was incorporated throughout via feature pendant and wall lights and LED lighting in the joinery.
Extra comfortable and soft furnishings include upholstered stools, lounges and tub chairs to appeal to various clientele - individuals or groups, encouraging them to stay.
The club is enjoying a significant uplift in patronage since opening and is meeting KPI’s.
Project Commissioner
Project Creator
Team
X+O and Buildcomm
Project Brief
The project brief was to create a space appealing to the locals, notably the working community at Sydney Markets. The space needed to engage patrons, primarily shift workers by creating a warm and comfortable environment encouraging them to stay and play. It needed to be inclusive to all and facilitate an environment that shift workers would feel warm and inviting after working nights.
By rebranding the club to 'The Markets Club' from 'Tigers Club' the local community was embraced. The history of the Sydney Markets became the core pillar of the design concept. Historical images were sourced from archives, and timelines showcased throughout the space. Graphic motifs referencing the local produce (flower, fruit and vegetable markets) were incorporated into the architecture through the custom made carpet patterns as well as the overlapping pendant lights, referencing flowers at the adjacent Sydney markets.
The architecture and finishes define the zones and create comfort and privacy encouraging patrons to stay and play. Zones include bar, lounge, seating and restaurant. These are separated through dramatic screens incorporating mirror to create a sense of increased space, as well as to reflect the sports content on large led screens. Dark wood panelling is used to create ambiance and block out day light to make shift workers feel comfortable.
Project Innovation/Need
By understanding the needs, values and drivers of the target customer, we were able to create an environment that exceeded their expectations.
Through extensive workshops with the client, customer journey mapping and customer and staff interviews, a robust design strategy was developed.
We discovered that’ll that the customer found the following elements valuable:
- comfort and privacy
- convenient yet private bar access
- entertainment via large screens
- blockage of natural light (shift workers)
- comfortable seating for groups and individuals
- amenities
- connection to the local community and history (Sydney markets)
These elements became the foundation of the design and drive the space planning solutions as a result of customer journey mapping.
Design Challenge
Challenges that were encountered included construction during covid lockdown which heavily affected the supply of materials. This was navigated by a very talented builder who was able to work with the X+O team collaboratively to source alternative materials available within the timeline and work with trusted contractors to deliver the project ahead of schedule.
Sustainability
Sustainability was at the centre of every design decision. Where possible, X+O retained the existing structure of the building envelope to avoid wastage and overuse of materials, this included – walls, ceilings, BOH and services where possible. Natural and sustainable materials are incorporated throughout, including timbers, and carpets through suppliers committed to sustainable business practices. All custom joinery was manufactured locally or on site. Energy efficient lighting principles were applied throughout with the assistance of Lighting Partners Australia.
Interior Design - Hospitality - Eat & Drink
This award celebrates innovative and creative building interiors where people eat and drink - this includes bars, restaurants, cafes and clubs. Judging consideration is given to space creation and planning, furnishings, finishes, aesthetic presentation and functionality. Consideration also given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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