The newly rebranded ‘Market’s Club’ was redeveloped to attract a new clientele. The client’s strategy was to appeal to local shift workers at the adjacent Sydney Markets on which the club is located, in order to gain repeat and regular visitation and spend.
This was achieved through careful planning, design and story telling. An enlarged entertainment precinct with an outdoor area lined with custom metal louvers, sports lounge with oversized LED screens and vip lounge were incorporated into the new club. Historical photographs were sourced from archives to showcase the history of Sydney Markets.
A dark and moody palette of black timber, terazzo, axminster carpet, and black metal deliberately create an ambiance suited to the shift worker, blocking out natural light after a long shift. Feature and mood lighting is incorporated throughout via feature pendant and wall lights and LED lighting in the joinery.
Extra comfortable and soft furnishings include upholstered stools, lounges and tub chairs to appeal to various clientele – individuals or groups, encouraging them to stay.
The club is enjoying a significant uplift in patronage since opening and meeting KPI’s.
Questions and Answers
FoodInSpace
What was the brief?
X+O
The project brief was to create a space for the local working community at Sydney Markets. The space needed to engage patrons, primarily shift workers by creating a warm and comfortable environment encouraging them to stay and play. It needed to be inclusive to all and facilitate an environment that shift workers would feel comfortable in after working nights.
FoodInSpace
What were the solutions?
X+O
By rebranding the club to ‘The Markets’ from ‘Tigers Club’ the local community was embraced. The history of the Sydney Markets became the core pillar of the design concept. Historical images were sourced from archives, and timelines showcased throughout the space. Graphic motifs referencing the local produce (flower, fruit and vegetable markets) were incorporated into the architecture through the custom made carpet patterns as well as the overlapping pendant lights, referencing flowers at the adjacent Sydney markets.
The architecture and finishes define the zones and create comfort and privacy encouraging patrons to stay and play. Zones include bar, lounge, seating and restaurant. These are separated through dramatic screens incorporating mirror to create a sense of increased space, as well as to reflect the sports content on large led screens. Dark wood panelling is used to create ambiance and block out day light to make shift workers feel comfortable.
