BP Kingsway, Melbourne took home gold at this year’s Sydney Design Award in the ‘Hospitality – On the Go’ category.
The store is a re-invention of forecourt convenience retail and BP’s brief to interior design company, McCartney Design, was to examine all aspects of the forecourt retail experience and re-engineer them to deliver brighter moments in our customer’s day.
Collaborating closely with McCartney Design, the BP team developed the idea for an integrated store design built around customer journeys.
“The store caters for a wide range of customers, who each have different mindsets depending on their mission. The multi-speed environment incorporates self-service or personal interaction, grab’n’go or relax and savour, eat it now or enjoy it later, satisfying all customers,” said Brooke Miller, BP’s Vice President Sales & Marketing Australia.
“By using research into BP’s core customer groups, McCartney Design were able to analyse shopper missions and develop customer journeys around them,” said Miller.
Each element of the plan, including the registers, self-service areas, drinks fridges and even the toilets were carefully and purposefully positioned in accordance with where the customer needed them to be.
“BP and McCartney have a great design collaboration. We believe deeply in putting the customer at the heart of our designs and we look forward to continuing to work with McCartney to evolve our plans for our new David Jones Food sites,” Miller said.
The award celebrates innovative and creative building interiors, with consideration 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.
The Sydney Design Awards 2019 winners will be presented 22 October.