LAST WORD
The last WORD
CREATING THE WOW FACTOR Sarah Ward talks about the WOW factor and the importance of first impressions
For such a small word WOW can have endless connotations. Creating WOW, although an intrinsic part of any project, can be both exciting and challenging.
I
n any space there is only one opportunity to make a first impression. In a commercial
entity that means customers may only visit once if they don’t ‘get’ it. It can be so very personal. As a designer it is vital to know the market, know the competition, respect the budget and most of all listen to the client. So the WOW factor should be led by the brief. When SWA were given the brief
for JJ whispers in Crawley, we had a very tight time frame to work to, the budget was adequate if used sensibly and we were taking over 8000 sq feet of ‘failed’ space with a bad reputation. So the pressure was on to absolutely WOW new and old customers at first sight. There were also two competitive bars in town to consider. The brief from the client was to
Sarah Ward is the Founder and CEO of Sarah Ward Associates
create a comfortable “Las Vegas” feel. The entrance, mirrored bar, dance bar, VIP stage and VIP 1st floor and Karaoke suites all needed to have their own identity but be part of the same story. We used a bespoke carpet, which was unique to JJ’s and were able to custom colour the carpet and change it in three areas to designate the spaces.
We designed and drew up dramatic fixed seating booths, up to three metres high in places, with under-lit gold glitter kick boards. We drew on CAD full size silhouettes of naked women - which caused much amusement within the office, which were then carved out of MDF on site. For the karaoke suites we used textured wall coverings of large contemporary Japanese faces. We chose bold wall coverings, in terms of pattern and texture, which suited the scale of the site and covered both walls and ceilings. Our WOW factor in the first bar
after the entrance was the faceted mirror. It gives the illusion of skyline at night when the lights from the bar reflect in to it. It can also be slightly disorientating, making the first impression somewhat mystical. The journey from the entrance all the way through is captivating and surprising at every corner. In other commercial situations,
for example The Buckinghamshire Golf Club, we were asked to create luxury and comfort, not forgetting the golf shoes…that type of WOW is ‘shoulders down’ upon entering a haven of calm. At the Old Courthouse Hotel in Great Marlborough Street, we needed WOW in the reception which we achieved by dramatic over sized chandeliers and asymmetry. WOW is the best part of the
process in my view and differs every time!
idtmagazine.co.uk | Interior Design Today | 49
Sarah Ward is an experienced interior designer who has successfully run her company for over 20 years with a highly skilled and versatile team. She covers a wide spectrum of project types within commercial and residential sectors, at home and overseas.
www.sarahwardass
ociates.com
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