Nespresso and Baby Boxes are two kiosks that exemplify the innovative designs of the types of units found down under.
Tsoukalas said that the leasing program has room for retail entrepreneurs who are folded into casual leasing through a concept called, “emerging designers.” Westfield has identified a few key third- party companies who rent common area space from Westfield. The third-party management company finds local emerging clothing, jewelry, and product designers to sublease space within the common area. The store is run as a common area co-op. Littleboy mentioned that there have been many examples of designers who start in the co-op, and graduate to a kiosk space of their own.
High-end kiosk design A notable difference between specialty retail in the U.S. and casual leasing in Australia is the complete absence of (retail merchandising units) RMUs. The kiosk designs are incredibly high-end and very innovative. Each kiosk looks and feels very different from
one another and effectively showcases the products or services being offered. The designs included very creative uses of construction materials such as glass, laminates and wood surfaces. The flooring is also very innovative. One kiosk used faux grass while another used a very modern laminate. Sophie Glanfield, Retail Operations executive, BrandSpace Retail, said: “Westfield pays close attention to how the kiosks tie into the overall mall design and how they look in front of a particular permanent retail store.” Glanfield explained that
they recently applied a new laminate surface to one of the candle kiosks, Ecoya, to match the laminate used in the Mac cosmetic store that was directly behind the kiosk. She said that the goal was to create a cohesive kiosk design so that the shopper’s eye easily flows from the kiosk to the store and all design elements tie together.
The future of Australian retail Westfield recently launched a new division of the company called, “Westfield Labs” to explore the role that the company can play in the online shopping market. This new division, based in San Francisco, will work on developing the online business model. “Seventy percent of Australians have a
smartphone. Shoppers want to be able to buy what they want, when then want it,” Littleboy pointed out. “Westfield is in the process of creating a digital mall.” Littleboy added, “Part of Westfield’s online strategy will also include Wi-Fi access for all customers within every shopping center and special offers that will literally pop-up on a customer’s phone depending on the store that they’re in, in the mall, along with an integrated email marketing and social media component.” This melding of new marketing strategies and cutting-edge concepts promises to keep casual leasing strong in the country down under.
Patricia Norins is the publisher of Specialty Retail Report and CEO of Pinnacle Publishing Group, the magazine’s parent company.
SpecialtyRetail.com Winter 2013 n Specialty Retail Report 59
Coutesy of Westfi eld Group
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