BRIEF
The architects were approached by the client to design a shop-fitting for a ‘Vet Shop’ in the newly renovated Kenilworth Centre. Vet Shops sell a range of pet products and are exclusive stockists of certain specialist animal food products.
WHAT WE DID
From the outset specific primary goals were set as project priorities:
The shop would attempt to provide an order to the ‘Vet Shop’ typology which too often is characterised by layers of competing branding and awkwardly shaped products.
The shop would attempt to deal with the sometimes unpleasant odours associated with certain animal chew treats.
The shop would attempt to create a pleasant and memorable identity encouraging repeat visits and enticing new customers.
With these goals in place the architects set about searching for a fun concept that could assist in the design process. Considering the shop clientele and their passion for their pets, a ‘park’ concept was considered appropriate and was thus adopted.
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The shop layout saw bold, orderly shelving line the walls with allowance made for branding above the storage shelves. This clean look is carried throughout the store, providing an uncluttered pallet upon which the concept could be executed.
The odour emitting animal treats were positioned behind a glass display case with hidden extractor fans, allowing the shop to remain pleasantly fresh. Smaller medicinal products are visible behind the counter in dispensary draws. A supawood cut-out tree situated centrally towards the rear of the shop provides a bold eye-catching graphic. The tree hides an awkwardly positioned column. An exaggerated park bench, which acts as a display, is located at the foot of the tree. This area is delineated by a square patch of Astroturf grass. This green colour is matched above by the suspended supawood canopy which completes the tree. These suspended panels presented numerous challenges with regards to sprinkler layouts and height limitations.
The conceptual link is extended by dog and cat silhouettes positioned about the store, providing a bit of fun for the shopper and particularly young children who can sometimes be seen petting them.
July – December 2009
Construction budget ±R300 000
