big question

Challenge for Perry: How to align the instore customer journey with the niche market

Since 2015 NewArmstrong is proud partner of Perry in the development and roll out of the new look and feel for the stores.

Perry has a strong focus on sporting goods. The main customer is the active consumer who is active in the urban sports field and the active outdoor sports field (running, training, fitness, swim, outdoor, tennis, biking).

Look & Feel

The store’s look and feel resembles this sports lifestyle in the urban jungle. The stores have a raw, unpolished look with all the construction details visible.  All walls and ceilings are painted in a light grey. The floor is finished with a concrete-like matte cast floor. The racks are coated forged steel frames with wooden shelves ,steel bars and hooks.

Customers are drawn into the store by large brand windows, shoe displays near the entrance and display tables. The zoning per sport is visible in the layout by dividing the store into corners. All the equipment per sport is placed in a corner: shoes, clothing and accessories. 

PERRY

sports fashion, shoes and accessories

case study

How Information Rich Design Models helped Starbucks to roll out quickly.

SStarbucks is the leading coffee manufacturer and one of the largest Retailers worldwide with coffee bars all over the world.

Starbucks is leading coffee manufacturer and one of the largest Retailers worldwide with coffee bars all over the world. Originated in seattle in 1971, Starbucks is quite often described as ‘the second wave coffee’: distinguishing itself from competitors by taste and quality, not by price.

Starbucks is known as ‘the third place’ from home. Starbucks want’s it’s stores to feel like a home. The Starbucks concept is not a hard concepts which is the same over all stores, but it incorporates local elements to make sure the brand connects with the local customer.

Design process

Starbucks has gained a solid position in the EMEA market in the past years. We have supported Starbucks with entering the market by setting up the principles for design & engineering, building the Revit library. We have developed processes and related documents for the design start, design reports, construction documents, tender rfq’s and delivery documentation.

Information rich models
In the design and construction process the quality is the most important issue. Therefore the design process has several formal steps to validate the design and evaluate if the design supports the Business Case. The design models are developed in such a way all the quantities necessary for the Business Case are available in the model. Later in the process all this data is re-sued to provide the rfq’s and check delivery amounts. This ranges from construction materials ( paint, plasterboard) and furniture to cups and packaging.

Strong

in building your

success

NewArmstrong: a team of designers, engineers and project managers skilled in translating your brand into retail environments. We believe in strong ideas, skilled engineering and detailed programming and planning. We go ‘above and beyond’ and explore fearlessly.
With a track record of over 25 years and a production of more than 80 stores per year we understand what is important for you in the development and roll out of a formula.
We know retail is all about unexpected ideas, exploring new horizons, specialized engineering and project management to enable smooth execution with one final destination in mind: to make sure you can provide the best customer experience.
We are strong in building your success

case study

How the amount of visitors played a key role in designing and engineering a museum experience

TThe Heineken Experience is an attraction located at Heineken’s first built brewery in Amsterdam’s city centre. In 1988, the brewery was closed due to the inability to meet the high demand.
Nowadays, visitors can learn about Heineken’s heritage, it’s brewing process, innovations and sponsorships and what it takes to serve a star-beer in a 1.5 hour self-guided tour.

The Heineken Experience is an attraction located at the Heineken’s first built brewery in Amsterdam’s city centre. In 1988, the brewery was closed due to the inability to meet the high production demand. Nowadays, visitors can learn about Heineken’s heritage, brewing process, innovations, sponsorships and what it takes to serve a star-beer in a 1.5 hour self-guided tour.

After 2015 the amount of visitors has increased significantly, the building needed to be adapted to deliver the optimal brand experience and to provide a safe journey trough the tour for over 1.000 visitors a day. In the histori setting a lot of passages were to narrow to allow for larger amoutns of visitors.
Together with the Heineken Experience, and the contractor IJbouw we have collaborated to develop a Masterplan in which all bottlenecks are tackled one by one. By enlarging the bottlenecks and making sure the escape routes are clear and aligned the amount of visitors allowed is maximized.

Targets and challenges

The challenges for reconstructing the Heineken Experience have been several:

  1. the building is a Governmental Monument and hence can only be changed if historic values are preserved.
  2. the design and engineering needs to incorporate the demands for safety, fire safety and compartments.
  3. the building with it’s industrial background has floor and walls over 1 meter thick concrete. Structural adjustments and breakthroughs to create the tour have an tremendous impact. Especially considered risk #4:
  4. the Heineken Experience does not close during reconstruction. Demolitions and structural works are very limited in time: the neighbourhood is a living area: loud works can only start after 7.00 in the morning and have to be finished again before 11.00 in the morning when the gates open to receive the first tourists.

The Masterplan has resulted in a series of reconstructions in several phases. Almost every reconstruction had a structural impact and impact on fire safety. For all phases we have delivered all designs, calculations, permits and drawings. After each reconstruction the user permit is updated to make sure the safety of visitors is guaranteed.

Read more to find out how these challenges have been met. 

“That’s one small step for a man, One giant leap for mankind”

Neil Armstrong .

PROJECTS

LEONIDAS

ALBERT HEIJN

The number one Supermarket in the Netherlands. We  deliver the Design and Engineering for more than 50 projects a year, already for over more than 25 years!

THE STYLE OUTLETS

PERRY

Design from concept to execution, permits and turnkey realization for over 10 stores, of which 3 Flagship stores.

URW

Design, engineering and permits for the several projects in the Mall of The Netherlands and other shopping centers and offices

MANEKI NEKO

ETOS

SLIGRO

Engineering for the construction and fit-out of Sligro wholesale locations and delivery services.

Do you want to know more? Feel free to contact us.

call us
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find us

Do you want to know more? Feel free to contact us.

call us
mail us
find us