TU\e Industrial Design DG406: Intercultural Design
Redesigning the Stadsfeestzaal By: Ang Shun Qiang Kenneth (Singapore) Bert Maas (Netherlands) Camila Mosso BurÓn (Chile) Laure Peeters (Netherlands) Lim Kim (Singapore)
INDEX 1. Belgium and the city of Antwerp
1.1. Belgium
1.2. Antwerp
2. The Stadsfeestzaal (City Festival Hall)
2.1. Dis-harmony of styles and structures
2.2. Mismatch of decors
2.3. Poor treatment of material
2.4. Conclusions
3. Location factors and Consumer base
3.1. Diamond District
3.2. Fashion District
3.3. Culinary
3.4. Conclusions
4. Proposal for redesigning the Stadsfeestzaal
4.1. Keeping to a single style - the Classic
4.2. Event-hostings to bring back life to the Stadsfeestzaal
4.3. Choosing the right representatives for tenants
4.4. The future of the Stadsfeestzaal
4.5. A Case study for the Stadsfeestzaal (Roermond) Page 1
1. Belgium and the city of Antwerp. A country’s statistical information holds important hints on its culture and values. In this section, we have identified some of these figures and explained how, in our opinions, they might relate to certain Belgian culture, values and feelings of the people of Antwerp.
1.1 Belgium Statistics: GDP per capita : $43,686 (world ranking of 18) UN Education Index: 18th in the world (2011) Exports (2012): $380 bil (diamond accounts for 10%) The Belgians have been experiencing steady growth in their GDP per capita which is also ranked highly in the world, which suggests that they are actually well-to-do. Belgians are also well educated and most are able to speak fairly good english. Based on these two factors, we believe that the Belgians should be fairly aspirational people who enjoys quality living and pride themselves in being among developed nations and economies.
1.2 Antwerp Statistics: Economic performance: 17% of Belgium GDP Population: aprox. 512,000 Service sector: 75% of local business Local diamond business turnover in 2011: $56 bil Seaport: 2nd largest in Europe
Antwerp has a long history on trade success and in modern time, is home to the largest population and one of the largest seaports in Europe. Historically, Antwerp has enjoyed considerably long period of wealth, success and world dominance. It was vital for the survival of the Belgian state in its founding years. In modern history, Antwerp was involved in both world wars for being a key location. It was severely damaged in the second world war but rebuilt with considerable efforts. This showed the pride that the Belgians had in this city and its history.
In recent years, Antwerp has added a rising fashion city and culinary to its list of international reputation, on top of its diamond market. Diamond, fashion and culinary are all luxuries and commonly enjoyed by the wealthy. This suggests that the people of Antwerp today, has the same tendency towards preference for higher standards of living and social status, as in their historical past.
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2. The Stadsfeestzaal (City Festival Hall) The Stadsfeestzaal has a special place in the hearts of the people of Antwerp, having hosted many art exhibitions, fairs, salons and various celebrations, it has many pleasant shared memories with the people. After restoration into an upscale shopping centre however, it has not been doing well. In this section, we will discuss the summary of our observations on problems of the Stadsfeestzaal and attempt to identify and explain its current problems.
2.1. Dis-harmony of styles and structures
The feeling of dis-harmony between the different elements in the Stadsfeestzaal was immediate upon entering. The visual clutteredness of contemporary indoor structures made the supposingly huge hall shrinked in terms of space perception. The contemporary style clashes with the classical setting too, resulting in an impression of messiness, disorganisation and confusion.
2.2. Mismatch of decors
There was a lack of coordination of decors in the Stadsfeestzaal, amplifying the effects of visual confusion. These decors have a negative effect on creating the atmosphere of a upscale shopping centre. Instead, it makes the place looks cheap and feels like a typical neighbourhood shopping centre due to lack of considerations and sincerity in delivering a comprehensive, pleasant shopping experience. In our opinion, one of the main reason why many people in Antwerp felt that the upscale setting of the place felt too artificial, is due to the pollution of these decors made from a variety of metals and other “cheap� material.
2.3. Poor treatment of material
The oak flooring was having serious wear. Observations showed that most people transit through the hall without deviating from an unintended worn-out path. The mosaic floor is hidden away visually due to insufficient lightings rendering it hard to notice and relate to its historical value.
2.4. Conclusions The lack of attention, sensitivity and taste to the details of the interior arrangement of the Stadsfeestzaal have disappointed the Antwerp people of their expectations for the building that shared their story. It is a monument deserving of a better status and modern story than that of a shopping mall, whether it is upscale or not. The Stadsfeestzaal used to host activities that involved the people of Antwerp and gathered them together on joyous occasion. A messy shopping centre is insufficient in its capacity fulfill these expectations. The Stadsfeestzaal needs to restructure and cater to higher-spending consumers. It should evolve to become the key focus on Meir and pride of Antwerp as a place for important events.
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3. Location factors and Consumer base.
Fashion District
600m
500m
The Stadsfeestzaal
Michelin Star Restaurants
Diamond District
3.1. Diamond District Antwerp is famous for its diamond market and many tourists come with purpose of making purchases there. The diamond district is right outside Antwerp Central Station and people generally passes by it on their way to the Meir. It is only 500m from the Stadsfeestzaal, making it possible to travel between the two on foot in less than ten minutes. The diamond district appeals to mainly high-spending consumers who would likely patronise luxury retails and services, (complimentary to diamonds) but lacking in the vicinity. However, the current status of the Stadsfeestzaal as a up-scale shopping centre does not resonate with them.
3.2. Fashion District Antwerp is a rising fashion city on par with Milan and Paris and known for the Antwerp Six, a group of influential avant garde fashion designers who graduated from Antwerp’s Royal Academy of Fine Arts. The fashion district is 600m from the Stadsfeestzaal along the main street. It has variety of famous designer labels stores, design institutions and fashion museum, along with some art, photography and architectures interests. The fashion district appeals to similar high-spending consumers as the diamond district. However, it still lacks in variety of international brands, thus catering only to a specific group of fashion followers who prefer the Avant Garde style.
3.3. Culinary Antwerp is recently renowned for its culinary industry which appeals to high-spending consumers, with 3 Michelin-star awarded restaurants in close proximity of the fashion and diamond districts. The most luxurious cruise ship in the world by Hapag-Lloyd Cruises, even holds a yearly culinary event “Europe’s Best” here. The Stadsfeestzaal lies in the ideal location for these restaurants; being in the middle of the two districts, it should able to attract consumers from both district easily.
3.4. Conclusions The Stadsfeestzaal should cater to the higher-spending consumers by aligning its interior designs and tenants to provide complimentary goods, services and activities to diamonds and fashion. It should capitalise on its locational advantage and market itself as a combination of event venue, luxury retails and services and fine culinary, offering a holistic high-end shopping experience to all. By hosting exhibitions, offering international designer labels and award-winning restaurants it would not only boost its own status on Meir but also promotes Antwerp’s status in the world. It will give a face-lift to the status of the Stadsfeestzaal and reconciliate its relations with Antwerp people, creating many more opportunities to market itself as a key attraction and shopping experience in Antwerp. It will be able to attract both locals and foreign visitors to spend money in the Stadsfeestzaal.
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4. Proposal for re-designing the Stadsfeestzaal The key to redesigning the Stadsfeestzaal is recognising its potential to serve as something more than just a upscale shopping mall. However, we believe that the underlying priority should still be about attracting consumers to spend for the project has to sustainable to the developers. But what we cannot neglect, is the feeling of the Antwerp people towards the Stadsfeestzaal, which we seek to reconciliate in our proposal. Our proposal focus on three areas which we feel, are imperative to the future success of the Stadsfeestzaal.
4.1. Keeping to a single style - the Classic. The contemporary elements should be removed to allow the Stadsfeestzaal to return to its original classical style. The current setup feels like a forced marriage between contemporary and classic styles, which evokes visual discomfort. (i) The main hall should be cleared of permanent structures, allowing it to serve as a central event space and as the heart of the place. (ii) The worn-out oak flooring should be serviced, given a new coat of varnish and topped with a protective laminate layer to prevent similar wearing problem. (iii) The display panels on the high wall should be removed and replaced with classical painting. (iv) Ceiling lights to be replaced with chandeliers to match the classical setting and the stairways should be more brightly lit to draw traffic to second floor. (v) Interior decors like the information stands and signs, bins and LCD display panel frame should follow a single theme with regards to its forms, colours and material. This is to ensure that they tie in perfectly with the setting of the place.
4.2. Event-hostings to bring back life to the Stadsfeestzaal. The clearing of the main hall of the Stadsfeestzaal gives it the potential to host events like exhibitions, fashion shows, conventions, musicals and parties, which would bring back life to the place. These events will draw different target audience to the Stadsfeestzaal and if coordinated properly, would make the place a popular place for both local and visitors. Efforts should be put in to co-ordinate with the diamond, fashion and culinary industry to host events related to them regularly in the Stadsfeestzaal. It would be even better if the Stadsfeestzaal is able to host global events, trade salons or national celebrations. This is also an effort to show the people of Antwerp that the developers are sincere to regain their support for its new retailing purpose. It should allow them to see the Stadsfeestzaal once again, as their pride.
4.3. Choosing the right representatives for tenants. The Stadsfeestzaal has to be extremely particular in choosing its tenants. Only those that cater to the higher-spending market should be allowed. There should not be electronics store or supermarket in the place. The right choice of tenants can help promote the Stadsfeestzaal’s new identity and status, whereas the wrong choice will end up in the same situation all over again. One important note here is that most high-end brands are conscious of their competition environment and have a certain level of esteem. Therefore to attract them to stay, the Stadsfeestzaal should market itself as an absolute premium retail space. We have identified a list of potential tenants as an example. (i) Jewelry brands like Harry Winston, Van Cleef & Arpels, Tiffany & Co, Piaget and Chopard. (ii) Fashion brands like Louis Vuitton, Dior, Guess, Chanel, Gucci, Prada and Valentino. (iii) Culinary establishments like Eleven Madison Park, Noma, Mugaritz, Narisawa and Le Chateaubriand.
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4.4. The future of the Stadsfeestzaal
Holistic shopping experience
Mega Events Celebrations
Pride of Antwerp people
Heart of Antwerp High-end market
Collaboration with key industries A more refined and pleasant atmosphere
4.5 A case study for the Stadsfeestzaal We have found a case study that demonstrate similar concept to which we are proposing, which is to offer shoppers a pleasant shopping experience through providing a pleasant environment and retail concept.
Roermond Designer Outlet Stores (The Netherlands)
The Roermond Designer Outlet Stores are situated in a non-prime location but with a suitable theme (similar to theme park) and catering to the correct consumer market, it is doing well and attracts not only Dutch but neighbouring Germans and tourists to partronise. Not only does it provides retailing, there are snack stores throughout the estate, benches for people to rest on and squares for small activities like clown performances (a break for kids!) and to serve as meeting points. Right outside the Outlet Stores are a number of luxurious dining restaurants and a pavilion with musicians playing during lunch and dinner hours. After shopping, many shoppers approach these restaurants to enjoy a nice meal and atmosphere.
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