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Copyright 2014 Brand Exponents All Rights Reserved

Location: Melbourne, VIC

Red Design Group worked closely with Zouki to create a unique brand concept for St Vincent’s Hospital’s new courtyard café.  Named Courtyard 55, referencing the location at 55 Victoria Parade in Fitzroy, Red designed the interior and developed the brand and all branded assets.

Hospital staff, visitors and patients now benefit from an extensive selection of delicious, healthy food created on site by the Zouki team, which has an impressive food and beverage program.  The open kitchen provides fresh food theatre where customers are able to have their order freshly prepared.

Location: National

Brickworks Building Products is one of Australia’s largest and most diverse building material manufacturers. The company has built an enduring reputation through innovation, professionalism and continuously dependable products and services.

As Brickworks expands nationally, Red Design Group continues to collaborate closely with the team to deliver innovative Design Studios and Trade Centres. These are located in Sydney, Melbourne, Brisbane, Perth, Adelaide and Hobart.

Externally the architecture encourages customer engagement, incorporating Brickworks’ external building materials with clear navigational signage supported by product branding to ensure customers are clearly guided to the entry.

Integration of the extensive range into the interiors promotes discovery of the intrinsic and simple beauty of the product. The interiors are welcoming, immersive, professional, informative and easy to navigate.

Freestanding product sample walls create a tactile journey of discovery. Colour studios, integrated design work areas and sampling rooms allow for a more detailed product exploitation and selection. In the Sydney Studio, this is supported by an events area that hosts over 300 events annually.

Brickworks’ commitment is to inspire, support, create and build better environments and places for their customers and communities. This is a tangible customer experience and integral to the clear vision to become Australia’s leading building product company.

Location: Melbourne, VIC

St Vincent’s Hospital Melbourne, located adjacent Victoria Parade in Fitzroy, employs more than 5,000 staff and provides 880 beds in daily use across a wide range of medical services.

Incorporating a new architectural extension into the hospital precinct, over service tunnels, at the base of an existing building and adjacent busy public walkways was always going to be challenging.

Red Design Group worked intimately with Zouki to achieve a successful outcome that also accommodates a unique food offer never before available in hospitals.

Hospital staff, visitors and patients will benefit from an extensive selection of delicious, healthy food created on site by the Zouki team, which has an impressive food and beverage program. The open kitchen will provide fresh food theatre where customers are able to have their order freshly prepared.

Named Courtyard 55, referencing the location at 55 Victoria Parade, Red also developed the brand and all branded assets.

This design complements the blue Mapei terrazzo floor tile and Dulux Acra Tex canopy render to communicate a compelling and comprehensive brand statement.

Stage 1 of the project is now complete with Stage 2, set to triple the space, kicking off later this year.

You will find it hard to get a seat!

Location: Sydney NSW

Earlwood Bardwell Park RSL, located 15km south-west of Sydney’s CBD and only 5km west of Sydney Airport, has been luxuriously refurbished to accommodate the area’s changing demographic.

As competition for the entertainment dollar increases, clubs need to constantly evolve and stay relevant to their clientele. The client wanted to evolve the perception of an RSL to attract more young professional people to the venue while respecting and retaining the existing member base.

Incorporating this business idea, the RSL perception has been redefined. Upon immediate entry; visitors are greeted by an impressive custom brass chandelier above a contemporary custom rug. Adding to the luxury is honed stone flooring that is complemented beautifully by 3D white and gold feature wall tiles. Custom-made timber screens divide and define meeting spaces, creating intimate environments, illuminated by crystal feature lighting by Lasvit.

The design aimed to elevate the existing offering and position the club favourably for the future. The result is an inspiring and functional venue that is both welcoming and comfortable.

Location: Perth, WA

The All Day Dining Restaurant has been designed to be a light, breezy, textural and comfortable environment, making the most of the Western Australian climate and light. The interior echoes classical design but with a contemporary edge, blending styles with the use of bleached timbers, white marble and luxurious custom carpet, bespoke furniture and light fittings.

The planning allows patrons to experience both the theatre of the Active Kitchen as well as views to the alfresco dining area and the pool deck beyond; there is a blurring of the interior and exterior thresholds. The iconic dessert station creates a focal point on entry to the main dining area with an oversized chocolate fountain and extensive food display. Decorative screening in the main dining area provides more intimate dining zones within the overall space, with views remaining connected to maximise the external vistas and natural light.

This is a fresh, luxurious, contemporary space with decorative layering, echoing the colours of the outdoor area with soft gold tones and seafoam greens and blues.

Location: Melbourne, VIC

Melbourne Museum is a key part of the Museum Victoria’s family of venues, which also includes the Immigration Museum, Scienceworks, IMAX Melbourne Museum, and the Royal Exhibition Building.

The Museum showcases the science, culture, and history of Victoria and its people, and attracts an average of 2,282 visitors per day; Victorian families, school groups, interstate and international visitors being its key audiences.

The main entrance of the shop acts as a visual merchandising platform for product and exhibition installations throughout the year. This visual zone is separated from the Museum Shop by two towering mirrored columns that reflect the VM display and clean lines of the interior as you approach.

Working closely with the Museum staff, we developed a neutral retail environment that would showcase the large variety of colourful product. A neutral palette of white and grey tones with light stone surfaces creates a bright and open interior. A subtly rendered finish applied to the columns adds texture and depth.  Clusters of slim-line tiered display tables are grounded by the graphic flooring which acts as a solid base to the light interior.

A large, tiered, circular display table is a focal point, located centrally between the three entrances. A variety of streamlined fixtures with open bases, solid surface tops and frosted display accessories create an inviting fluid space.

Location: Chapel Street, Windsor, VIC

With the third instalment of the Wine Republic brand story opening in Windsor, our challenge was to align the store with the demographic of Melbourne’s Chapel Street. The client felt the Southside location would have a higher spend on sparkling wine, contrasting with the Northcote store where sales are more beer driven.

As a result we introduced precious metal highlights throughout the space, gold metal to fixtures and lighting, mirrored ceilings and a walk-in glazed cool-room with gold paneling to create a glowing highlight.

We collaborated with designer Volker Haug on the feature lighting which runs the entire length of the store, dropping gold dipped pedants over the central display. The shape and finish of the display table is inspired by ancient amphora.

Again, as with the Fitzroy and Northcote outlets, we commissioned a local artist to transform the exterior shopfront and also to design labels for the Wine Republic range of cleanskin wines. Brian Cheung was responsible for this most delicate illustration to the shopfront awning.

Location: Melbourne Docklands and Geelong, VIC

Red Design Group, in collaboration with Deakin University and Woodhead Architects, completed two office fit-out projects for the Australian Bureau of Statistics in Melbourne and Geelong, with the aim of promoting a close collaboration in the area of data collection and utilisation. Our role was to produce a graphic overlay to complement the architect’s design, conveying a sense of location for each of the sites.

The graphic concept was influenced by the shapes, textures, forms, colours, and patterns that commonly represent statistical information such as population studies, graphs, maps, and charts.  A visually compelling treatment was created through large-scale environmental graphics, making the connection between the Bureau’s philosophy and the surrounding environment.

At the Deakin Waterfront Campus, the colours and textures of Australian flora and fauna were featured while the focus of the Melbourne Dockland’s site was image-based referencing historical Melbourne.

 

Location: Melbourne, VIC

The Crown Melbourne West End Entry refurbishment is designed to allow for the expansion of the gaming floor and to invigorate what was considered to be a non-performing area.

The feature entry, highlighted by the spectacular crystal lighting fixture and decorative marble inlay floor, becomes a decision point for patrons through to the expanded gaming floor and ground floor restaurants, or to the western end of the gaming floor.

The crystal lighting fixture with 4m, 5m, 6m & 7m diameter intertwining rings echoed by a series of smaller rings, leads patrons through to the escalator entry, creating a virtual corridor.

The design focusses on opening up sight lines to the gaming floor whilst maintaining controlled paths of travel with bespoke framed glass screens. Prior to the re-design, the entry had become a clash of design languages, with previous refurbishments fighting against each other. Red Design Group looked to rationalise wall and floor finishes, ceiling heights and profiles to create a more cohesive entry.

Location: Maroochydore, QLD

Maroochy RSL is a community club on Queensland’s Sunshine Coast. Recognising the need to stay relevant and compete for share-of-wallet, a major refurbishment has been undertaken to meet member and visitor needs and expectations.

Bringing its expertise in pub and club design to the table, Red has reinvigorated the club in its entirety with a design concept that embraces the beauty of the local environment. Maroochy RSL’s CEO, Clare Paton, says that the lobby design is particularly commented on by impressed visitors. “It has some beautiful design elements – natural timber floors, lots of natural light, beautiful carpet, wing-back chairs to sit in and wait or ponder. The design feels like “beach chic” encapsulated in a building.

Click here to read more about Red’s partnership with Maroochy RSL.

Location: Boronia, VIC

High-profile Melbourne hotelier family, the Zagame’s, has refurbished Zagame’s venues across Victoria, with 10 of these refurbishment projects designed by Red Design Group. Zagame Corporation’s aim was to increase patronage by families and create more diverse entertainment experiences without alienating existing patrons.

Red’s design concepts for the hotels focussed on providing customers with a warm and friendly offer which caters for all cross sections of the community, particularly families.

Melbourne’s south-east Zagame’s in Boronia proves gaming can seamlessly integrate with other hospitality offers including a bistro, indoor playground, and a sports bar, therefore catering to many target markets.

The Boronia fit out is also shows impactful design can be delivered in a cost-effective manner. Fixtures and fittings were chosen very strategically by Red’s project team to withstand the test of time and make an impact while adhering to a modest refurbishment budget.

Location: Various: VIC, NSW, ACT, QLD.

The varied Zouki Cafeterias in the medical fraternity, designed by Red Design Group, has provided a vital place for collaboration and knowledge sharing. The cafés also provide all stakeholders with a quality food and service offer.

RED seamlessly incorporates the intricate Zouki business requirements while also considering major paths of travel through the hospitals, and where people approach from. A long strip of fresh, high-quality food is the hero and is clearly visible from walkways. Extending the cafeteria into the courtyard has re-engaged the building with the outdoors.

Intimate pockets cater for individuals, small, or large groups – with tiling, furniture, timber screening and lighting, creating a warm and inviting escape from the clinical surrounds. The fit-out is designed to promote the Zouki brand – to be on par with the quality of the food and drink offer.

Location: Melbourne, VIC

Red Design Group was initially commissioned to prepare the Retail Strategy and Masterplanning for all RMIT campuses, however, this soon expanded to include an end-to-end strategy including concept design, design development and documentation of retail and hospitality tenancies, branding, marketing, campaign, and digital services.

NAS is a major multi-use development currently under construction over four levels of the RMIT City campus. The new space will transform the heart of the campus into a cutting-edge, world-class urban hub with facilities, services, food, and retail offerings catering to the diverse needs of the RMIT student and staff community.

Red was appointed to create a brand identity for NAS. The result is bold and fun, appealing to RMIT demographics and future F&B retailers. It reflects the new build in a form of three-dimensional shapes coming together to create the ‘New Academic Street’. The use of architectural language and textures add a rich layer to the NAS brand, which has been extended in the striking and consistent marketing collateral.

Red has produced all NAS marketing elements including brochures, postcards, posters, banners, maps, hoarding, wayfinding, advertising, digital animation, and video. Red also designed the NAS leasing pack, which focuses on the retail and hospitality offerings based on RMIT student demographics.

Location: Australia-wide

Commonwealth Scientific and Industrial Research Organisation (CSIRO) is a recognised global leader in research, innovation and technology. The Government corporate entity occupies several buildings across Australia. The reception zones in these buildings were largely underutilised for brand promotion when Red Design Group was asked to review them.

We set to work assessing CSIRO’s premises from a customer journey perspective and quickly identified ways to reconfigure their front-of house-areas as impactful marketing platforms that excite and engage visitors.

Red has created flexible and interactive spaces featuring bold graphics, striking design details, and state-of-the-art digital promotional technologies. Dynamic digital content on large display screens and in digital kiosks replaces traditional hard-copy marketing collateral and visitors to the sites are exposed to the full breadth and history of CSIRO – content can be updated in real-time to suit different audiences. An encounter with a CSIRO branch is now an immersive customer experience.

Location: Crown Casino, Melbourne, VIC

Calatrava offer desserts and coffee with a special emphasis on their delicious gelato. After operating in the Crown Casino food court under a different name, our clients desired a new brand, creating a more boutique offering and defining a more classic, luxurious brand position.

After considering the project brief, Red Design Group took to researching the Italian way of life with the aim of evoking this romantic European feel and sense of nostalgia. We studied the patisseries found in the grand central cities of Italy, rich environments that combine coffee aromas with the visual delights of cakes, biscuits, and gelato.

With views across the Yarra River, we knew the store could really excel with a majestic design. The widespread use of figured white marble, metal clad mouldings, timber panelling, and bespoke cake and gelato displays allow Calatrava to take centre stage in the competitive food court. We maximised height and volume with an additional VM display. Traditional materials were used to create a contemporary design based on classical principles.

Location: Crown Casino, Melbourne

Bistro Guillaume is a high profile eatery within the Melbourne Crown complex. Red Design Group worked with Guillaume Brahimi and Crown to bring the renowned chef’s signature bistro to life.

The design of the venue, situated along Melbourne’s prime Southbank promenade within Crown, pays tribute to French tradition and the bistro’s reputable food experience. The design makes use of many ground floor surfaces within Crown, and contrasts the expansive windows opening into the alfresco terrace.

The bistro features metallic wallpaper, warm oak timber panelling found in early 20th century French bistros, and moulded timber and mirrors providing a modern twist. The alluring lacquered green entry is reinforced on the bar’s timber mouldings, infusing a sense of fun and a playful nod to the traditional rivalry between the French ‘frogs’ and English ‘roste beuf’.

Signature custom pendant lights have been reused from the Bistro’s former location, as has the carpet which inform the mezzanine’s monochromatic hues. Considering meals are created by acclaimed chef Guillaume Brahimi, partial views into the kitchen provide guests with a behind-the-scenes preview.

Bistro Guillaume sought Red Design Group for a second time when establishing their Perth restaurant. Take a look at the result here.

Location: Perth, WA

Red Design Group worked with Guillaume Brahimi and Crown for a second time to bring the renowned chef’s signature Bistro Guillaume to Perth.

The Perth Bistro Guillaume is situated in a prime location off the main lobby of Crown, overlooking the hotel’s lavish new pool development. The brief sought to carry over some defining elements associated with the Melbourne entity whilst maintaining a unique palette for a distinctive and fresh identity.

Similar to the Melbourne Bistro, the space features green panelling along the bar and voluminous light fittings for a modern take on traditional French dining. The lights, custom-designed by Stephen Hennessy Design, are positioned in the private dining area to create an extra special space. The activity of the kitchen as part of the patron experience is a trait common in both establishments, however more pronounced in this latest offer.

Visually, many different patterns happily coexist such as striking geometric wallpaper, mirrored wall panelling, and mirror embellishments with an etched pattern. The cleverly composed layout caters for three different seating and dining experiences in a single plan footprint without closing the space in.

Did you know we also worked on Bistro Guillaume’s Melbourne restaurant? Take a look here.

Location: Crown Casino, Melbourne, VIC

Our client wished to create a more inviting and intimate space, feeling Café Baci was often overlooked due to a lack of seating options and confusion around the demarcation of the Cafe and Crown’s other precincts.

Red Design Group considered circulation in our approach to the design and created a range of seating options to cater for different customer types, including custom-designed booth seating providing seclusion within the open-plan layout.  Honeycomb shaped anodised aluminium light-fittings were custom designed to foster an intimate dining experience, and the striking herringbone-patterned feature wall gives the Café’s entry point more prominence.

Café Baci now has an elegant, distinct identity which harmoniously coexists within the high-traffic Crown offer.

Location: Southbank, Melbourne, VIC

We tapped into our retail and hospitality expertise to give the brands and shopfronts lining Crown’s Retail Street the opportunity to shine – strengthening their presence in the context of the space and highlighting how a cost effective facelift can reposition a shopping centre by creating inviting precincts within.

Wear and tear is par for the course for retail streets and just as the shops they serve benefit from upgrading – so do they. Red Design Group was commissioned by Crown to refurbish its ground floor Retail Street that stretches 220 metres from Versace near the Crown Towers hotel entry through to the Crown Casino Food Court – so that it was in step with the glamorous retail and improved hospitality offerings.

The solution melds different styles of architecture, curved and linear, high and low ceiling spaces – emphasising rather than concealing disparities. Stephen Tieppo Red Design Group’s Senior Designer said, “The design response was about embracing existing elements and making the most of them.”

An essentially black and white palette sets an overall tone of understated elegance. The challenge posed by the site’s sporadic lines of direct vision was resolved through the creation of a series of interesting experiences along the route that collectively evoke a sense of connectivity. Black granite applied to one-half of the flooring follows the curved line of the overhead bulkhead.

The intermittent introduction of black portals decked out with black flooring and black ceilings embellished with LED lighting strips form a memorable transition between dark and light while punctuating the very long space. Striking white scalloped plaster bulkheads and patterned ceiling sections integrate design language from other locations in the building. Textured materials clad the walls and work with rather than against shop facades while in between “moments of interest” wow without dominating.

Location: St Kilda, Melbourne, VIC

Before Red Design Group’s involvement, the Grosvenor Hotel was a typical ‘local’ with standard pub fare and gaming. The gentrification of East St Kilda combined with the growth of families in the area meant that the Hotel’s owners saw an opportunity to upgrade the venue to appeal to new customers. They embarked on a highly ambitious (and very successful) refurbishment, completely reconfiguring the layout and concept of the hotel.

Red’s brief was to “create and extension of one’s home”. The new environment was to be warm, multifunctional and welcoming. We achieved this by combining historical features of the 1800’s building with contemporary design elements to give the pub an urban, raw and honest feel. Structural changes were undertaken to create an al-fresco dining area facing Brighton Road, maximising seating options. The design aesthetic and menu has been influenced by the owner’s Italian heritage while maintaining a modern edge.

Location: Crown Casino, Melbourne, VIC

Experimental in concept, Mings Dim Sum is a restaurant on Crown’s first floor that sits nestled within the Casino’s broader gaming offer. Red Design Group established a design concept for the restaurant and the surrounding gaming area.

Ming’s design solution was inspired by traditional oriental décor, to reference the cultural experience of eating Chinese food. In keeping with Red’s philosophy of respecting existing design language, a mural installation by renowned graphic artist, the late David Band was retained from the previous fit out.

The gaming and dining offer is open in its layout, but there are clear demarcation design cues. Floor treatment, in particular, has been used to segment the gaming offer from the hospitality offer. Richly layered wall treatments and screens reinforce the notion of separate areas while maintaining visual openness.

Location: Melbourne, VIC

Red Design Group’s move to its Queen Street office in Melbourne’s CBD became a catalyst for redefining the company and updating the brand. As we do with many of our clients, we set out to define the brand in 5 keywords and, along with our team, settled on our brand attributes being Collaborative, Energetic, Young, Simple, and Bold.

The transition zone from the lift lobby into reception became our shopfront, being an ever changing visual merchandising space, sculptural and flexible, reflecting our brand values and who we are.

The reception desk is a playful take on a boutique cafe counter and a reference to Red Design Group’s key disciplines of retail and hospitality design. The glass ‘cake display’ follows through with elements of the VM lobby theme, hanging on a nearby sculptural rail are T-shirts graphically printed with some of our project work.

The main common area is split between the greenery-filled sun lounge, making the most of the afternoon sun, and the workshop zone with floor to ceiling pin-up space. Linking these areas is a 4m angled tiled bench, acting as a lunch table and flexible meeting zone where the whole office can congregate.

Location: Mornington, VIC

Steeples is a dining, function, and gaming venue overlooking the local racecourse in Mornington, Victoria. Red Design Group worked with the owners on a substantial refurbishment to keep up with the evolving needs of the club’s clientele. Red’s brief was to update the bistro, bar and gaming areas with a focus on ‘casual sophistication’.

Mindful of costs, Red worked with the current roof design and layout, incorporating them in the design concept. The dining area was completely refurbished and extended to create optional function space (an additional source of revenue). In addition, the main bar was upgraded, and the gaming area extended to increase venue income.

Steeples patrons have embraced the new design to the point that dining bookings are essential to cater for the level of interest. Sales budgets for the bistro have been quickly realised, and the facility has won a swag of awards in various hospitality categories. Well done to its owners, Pegasus Group!

Location: Gymnea, NSW

The hues of local parkland enveloped by bays inspired Red Design Group’s fit out of the Sutherland District Trade Union Club’s opulent new lobby and Gymea Café.

A spectacular return on investment followed the integration of a new brand and lobby and café fit out for Tradies – 2000 new members joined in the two months following the opening and Anzac Day sign-ups soared to 180, up from five pre-renovation.

The design story of up-market coast by night for the lobby and coast by day for the café was created to appeal to the 45-year old plus matriarch of the family as the core customer. The linkage between the interior palette of the entertainment venue, fondly known as Tradies, and the local terrain cleverly references their proud tradition of support to the Gymea community since 1960.

Neutral warm tones and reflective finishes impart an inviting, 5-star resort ambiance upon entry, while the café flows-on logically facilitated by organic patterned screens that build intrigue to what’s beyond.

Illustrative artwork of a Gymea Lily was commissioned and carried through to the upholstered panelled wall and custom rug. Another grand feature statement is the oversized bespoke light, designed to impart a sense of space while deflecting attention away from the low ceiling height. Beguiling green wall panels beckon guests up to the first-floor entertainment zone. Likewise, sculptural, quality ‘off-the-shelf’ lighting is positioned to transition patrons through the spaces.

A new brand was developed and applied to all mediums from signage, staff uniforms, and stationery. Together the graphic and interior elements convey a consistent message.

Location: Crown Casino, Perth, WA

La Vie Champagne lounge is a champagne bar and lounge in Perth’s Crown Casino Complex. Red Design Group was tasked with creating a secluded and intimate meeting place of unparalleled luxury – a welcome retreat from the busy entertainment complex.

La Vie serves the finest French champagne and Red Design Group took inspiration from this to create the opulent and elegant interior. The colour palette references the warm pink, gold, and red tones of champagne and champagne labels. The use of mirror, glass, patterned carpet and luxurious fabrics brings luxury to the space. A beautiful central bar provides a sense of theatre while the external gold fretwork references Art Nouveau design, which is strongly associated with sophisticated Parisian culture.

La Vie has received fantastic feedback from visitors and has become a must-visit destination within Crown.

Location: Westmead

Westmead has become a showcase for innovative thinking in retail and hospitality design and at the forefront in scale and quality of design, food, and service. It is a public and private partnership that’s revolutionized day-to-day hospital conveniences.

For the medical fraternity, the new Zouki cafeterias, designed by Red Design Group, has provided a vital place for collaboration and knowledge sharing. The café also provides all stakeholders with a quality food and service offer.

RED seamlessly incorporates the intricate Zouki business requirements while also considering major paths of travel through the hospitals, and where people approach from. A long strip of fresh, high-quality food is the hero and is clearly visible from walkways. Extending the cafeteria into the courtyard has re-engaged the building with the outdoors.

Intimate pockets cater for individuals, small, or large groups – with tiling, furniture, timber screening and lighting, creating a warm and inviting escape from the clinical surrounds. The fit-out is designed to promote the Zouki brand – to be on par with the quality of the food and drink offer.

Location: Ashburton, VIC

Coles Local is a food and fuel concept focussing on fresh produce. Red Design Group transformed the former Coles Express store with the intention of broadening the food offer, enticing customers to think food first, fuel second, and to increase frequency of visits.

A master-plan was developed for the site in consultation with Council and traffic engineers, securing 14 additional parking bays and bolstering existing retail space from 50m2 to 230m2.

The new Coles Local brand is clearly expressed through the building’s clean modern lines and contemporary interior design, emphasising effective lighting and strong visual cues.