Our first assignment had a heavy focus on technological
development. Decentralising the city by solving urban problems through
technological solution. Therefore the general future conception of an ever
growing city that would eventually expand into Paddington would not apply to
this future scenario. Cities are engines for economic growth, but my future
scenario concentrates on creating engines focused more towards community
growth. Paddington
is historically an area synonymous with a diverse subculture and a strong
identity which is celebrated and encouraged by the local individuals. Currently,
Paddington is a strong focus on community residential, and I forecast that for
2030, it will remain much the same. Although it’s close proximity to the CBD,
Paddington at the moment has remained somewhat of a low density residential
suburb. With future population growth and the desire to live close to the CBD,
I see it becoming a medium or even high density residential neighbourhood.
The site itself is a local landmark within the suburb. The context plan
show how clusters of commerce and entertainment stem around the site. Much of
the commerce within Paddington is through residential homes transformed into
retail storefronts. The large amount of these shops creates a driving force of
local traders, with the main thoroughfare rich in history of residential
storefronts and retail areas. These fundamental social and economical driving
factors of the suburb make Paddington a somewhat microcosm of Brisbane city.
Paddington’s driving force of local traders within the
community will likely increase in the future. With this increase will also see
the future increase of online commerce. This unavoidable increase in online
commerce has the potential having negative effects on social interaction. The aim of this building is to further engage with these
surrounding areas of commerce, and create an urban environment that
incorporates social economies and commerce, and better improve the physical
excitement and engagement of commerce, whilst providing an exciting alternative
to the convenience and functionality of online shopping.
The main program of this building to
apply playfulness, interactivity and retail theatrical performance to a retail precinct.
I am proposing a precinct that brings these traders together, providing the
opportunity to promote themselves through retail theatre, and therefore
consumers, and the Paddington community, experience the three main cores of
retail theatre: Expression, Exploration and Discovery.
Expression: is where
consumers form communities through the brand contributing to product and
community development, attend social events and perceive the brand and
community as a reflection of their personal values.
Exploration:
consumers interact to learn about products and find new useful information with
the support of the brand
Discovery: consumers
learn about brands, build confidence and form relationships with the brand.
Retail theatre relies on the use of atmospherics, where
retail environments produce specific emotional reactions that mean the
probability of customers making purchases is increased. The catalysts to these
emotions can range from anything from layout, colour, scents, music, light,
interaction.
The function of the design creates a space of much needed
social collaboration, aiming to provide playfulness, interactivity and
engagement. It will allow emerging and existing local traders in any field the
chance to exhibit, market, and promote goods and services through retail
theatre. Play involves participation, and as participation grows, ownership
grows, and that bonds the participant to new ideas, innovation and learning.
Play encourages brand engagement. It adds value to products and services, and
this perception of added value helps satisfy customers and influence repurchases.
Circulation is a fundamental factor of the design, as it
relates directly to spacial experience and the concept of retail theatre. The
wide open staircases through the building and atrium are a crucial element to
the design. The staircases act as amphitheatres where retail theatre such as
performances and exhibitions can be held, whilst also connecting two different
spaces. This therefore creates the central theme of retail theatre to flow
throughout the building, yet not become totally intrusive.
The retail sector is the main ground floor from Latrobe
terrace. This is a space that includes fixed retail shops. The space and layout
of the stores better allows for the opportunity to engage in playfulness,
interactivity and theatrical performances. The shopfronts are designed to
allows pockets of space away from circulation in which a shopper can stand and
experience the store without being intrusive on circulation. The stores also
have glass walls back and front allowing the opportunity to display to the
street, but also allow commuters on Latrobe terrace to engage and interact
without being in the store. This also creates curiosity from street level.
The building includes collaboration spaces dedicated to arts
and crafts, workshops, educational classes. These are spaces where the
community can come to play and interact through educational classes. These
could include cooking classes, arts and crafts classes, or a number of
different workshops related to the precinct.
Permeable spaces are provided throughout the building. These
spaces include a permeable retail area, as well as food court. These areas
provide a space where traders can set up a temporary shop in the precinct to
them to promote the products and service and receive feedback. This space mostly
aimed as a temporary testing space for traders who are new to the community.
The locals have the opportunity to provide feedback to the brand and thus
determining whether it becomes part of the community or not. This provides a
flow of different traders, which keeps the precinct fresh and interesting.
This can also apply to the open market space, which is a key
component to the interactive aspect of the design. It is an event area that
provides once large space where local traders can get together on certain
events and collaborate as a whole community. When the
markets are not held this becomes an outdoor green space for collaborative
classes.
The library provides a space where the community can learn and
further educate themselves about retail. It also provides a relaxing
environment for the younger demographic of Paddington to study or just unwind. The
library overlooks the market space whilst framing views of Paddington and Mount
Cootha.
The site has fantastic opportunities for natural light and
ventilation, thus floor plates are centred around a central atrium. Viewing
platforms are placed throughout the centre and around the central atrium. These
platforms provide views to the stages below allowing passers by a place to stop
and observe a performance without blocking circulation.
Access into the site has been improved by allowing access
and egress from Morris st. Car parking has been minimised whilst also providing
more bike and bicycle spaces.
The precinct also caters to ‘mission’ shoppers, which are
shoppers who value time and desire minimal or zero physical contact. This is
done by bringing the main spaces to the front of the site, whilst leaving
collaborative spaces in specific areas such as the rear of the building. Single
‘non ampitheatre’ staircases are also provided to connecting the retail and
food court spaces for quicker circulation, avoiding and performances.
The timber cladding facade mitigates the surrounding
residential Queenslander theme of Paddington.
