Cancer Council, Hornsby Retail
Project Type
Retail Redesign
Date
July 2021
Location
Level 3, Hornsby Westfield, Hornsby NSW
Software Used
Client Brief
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3ds Max
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V-Ray
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AutoCAD
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PowerPoint
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Photoshop
Building Site
Built in 1961, this 4-storey building, Hornsby Westfield, has undergone numerous renovations and accommodated many businesses. It is still a major shopping centre.
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Design a new retail space
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Emphasize sustainability
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Convey the ethos of the Cancer Council
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Provide Interactive elements
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Make the Cancer Council branding clear
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House all the different products
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Incorporate several different manufacturing techniques
Figure 19: Cancer Council Logo
Note: Cancer Council Australia
Concept
In Australia the Cancer Council is associated with sun and sand because of the prevalence of sun-related cancers. As a result, their branding is bright and sunny. The primary colours used in the store are bright yellow and sea-blue.
Sid the Seagull was their most successful advertising campaign and remains the centrepiece of their message. Each of the words in this campaign relates to a different product available in the store. These words are used as wayfinding elements to guide customers around the store.
Because the store is on the top floor of the centre, natural indirect light could be captured through a sun-tube. The lighting is shaped to route customers through the store to the interactive display room.
Surfaces are high gloss to brighten the store and to evoke the reflectiveness of the sea.
Shelving and the POS counter are made from recycled timber reminiscent of a beach-hut.
Cancer Council Concept Narrative Board
Mind map to connect brand and colours to the concepts and stories that are told through them.
Bright yellow and blue colours highlight the wonder and danger of spending time in the sun.
Dangers are on the left to highlight that they must be considered first.