QVM ANALYSIS - CONTEXT
QVM is defined by four busy roads (Peel St., Victoria St., Queen St. and Franklin St.) and is easily accessible by tram or train. It has the proximity to four city councils (Melbourne, Carlton, West and North Melbourne) are target costumers from both the neighbourhood and visitors.
NORTH ME LBOURNE CARLTON
Queen Victoria Market is a bustling open air market located on the city north. With over 600 small businesses offering fresh fruits, vegetables, meat, seafood, deli, handicrafts and more. QVM has been an integral and iconic destination in Melbourne since openning its doors in 1878 where once it was the principal location sourcing fresh produce. However, in its 140 years of operation, the city and society surrounding QVM has changed. QVM now serves different purposes in our community. WEST MELB
QUEEN VICTORIA MARKET OURNE
Different from other open space or grocer nearby, QVM is not designed for just recreational or commercial activities. It is an efficient space for both exchanging and visiting. And it is of cultural as well as historical significance to the city of Melbourne which is something worth conserving in the future.
LEGEND
BUILDING OUTLINE
TRAM LINE
GREEN SPACE
PLANNED TRAIN LINE
LARGE GROCER
TRAM STOP
SMALL GROCER
PLANNED TRAIN STATION
CITY SCAPE CONTEXT ANALYSIS
N SCALE 1:4000
QVM ANALYSIS - DEMOGRAPHICS 1 ND
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Male 42.1% Female 57.9%
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Various store types and the large number of small businesses makes shopping in QVM an unique expirence. The vibrancy and cultural importance of QVM is one of the strength that we want to maintain and emphasize in site.
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Group 22.4% Individual 77.6%
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There are some inefficient/inactive space in QVM indicated as poor circulation, especially the carpark area which is mostly for non-patron crossing.
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C. DEL ICA T
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With Trolley 22.1% No Trolley 77.9%
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BAKERY
Child 4.9% Elderly 22% Adult 73.1%
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SCALE 1:1000
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CIRCULATION & DEMOGRAPHICS ANALYSIS
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NON-PATRON CIRCULATION PATTERN
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STALL & STORE
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CUSTOMER CIRCULATION PATTERN
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SITE BOUNDARY
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LEGEND
Though QVM has a wide range of targeted customers, the frequent user of the space are quite fixed and limited. Majority of the customers are adults and coming in individually. Children and elderly are less engage with the market. These are the aspect that we should improve.
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PROBLEM ADDRESSED - UNCOMFORTABILITY
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Seating outdoors within the QVM precinct is well spread out, with plenty of shaded seating overlooking the greener open areas of the Market.
Some retailers tend to occupy public spaces to heap up goods at times. This would cause blockage during busy times. Makes it much more inconvenient to walk pass the narrow and crowded corridor.
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Seating within QVM Market Stalls is crowed and unsightly. Most users resort to using the permenant seating arrangements to rearrange shopping bags.
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I hope more pets-friendly spaces can be added in QVM.
Crowded corridor, people tend to bump with others easily when they are looking around or searching for products
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I hope there will be more playing facilities in QVM.
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4000mm Smaller “2-person” seats work better within the precinct, however could be placed more thoughtfully throughout the market interior.
Some of the permenant seating arrangements are too large and take up more space than is feasibly usable.
Outdoors seating arrangements could be reduced in favour of further semi-permenant seating which could be utilised for the changing demographics and number of people using the space
The permenant interior seating is often disused, creates movement barriers and are often placed next to poles and bins creating an uncomfortable space
UNCOMFORTABILITY MAP
Lack of bike parking facility. Visitors carry their bikes with them all the time which is inconvinient and makes the crowded corridor even more crowded.
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Lack of private spaces
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The arrangement of tables in QVM takes up a lot of space in the dining area. The tables are to close that people cannot easily pass through, especially for people on wheelchairs.
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The flow of people in the QVM is high at certain time. Sometimes the shop owners take up some space of the aisle which causes inconvenience for the people carrying their trolley
6 Hardly to notice the signage as it is too high for people to see. Uncomfortable looking at the signage eg.words too small, too much information, not noticeable.
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SCALE 1:500
The entrances in QVM offer enough space for people to enter. However, it might be an inconvenience for people on their wheelchairs to enter at busy times
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The display window is higher than people’s sight. For people who want to shop have to talk to the owner form a distance, the distance is too far to reach.
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There are signs hung overhead in Also, there are no entrances the walkways, people who want to for shop owners to enter look for information have to stand in from the hall, hence some the middle of the walkway which shop owners have to crawl takes up some space for people through a small space passing through.
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There are some facilities like ATMs and standing tables placed at QVM. However, some of the ATMs are located close to each other,which causes inconvenience.
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No sidewalks, pedestrian crossing can be dangerous walking pass blind corners
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PROBLEM ADDRESSED - WAY FINDING
The opening hours of QVM is printed on the entrance. However, the doors are automatic therefore the sign is hidden when someone walks towards the door. Also, entrances are not places where people usually stop to see what’s printed on the door.
There are signs above entrances suggesting the products in the following halls and the location of amenities. However, the sign is high above and words written are a bit small to see.
JOSIE’S FOOD BAR
? AREA
DELI Take Away Food Coffee and Tea Confectionery and Nuts Cakes，Bread and biscuits
? HOUR closed 5PM
The signs of stores on Elizabeth Street are hang overhead which is clear to identify when walking on the street.
5PM
There are also randomly placed posters suggesting the opening hours of QVM for the upcoming holiday and events. However, the posters are printed on small pieces of paper and some have fallen off.
There are some direction signs which are hung high up above the head and therefore exceed the region of our sight. Therefore, people need to look up and try to find their way. Also, the words are too small to see from a distance.
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There are lines between stalls on the ground in colors suggesting the dining area. However, the ‘EAT’ sign is painted where the stalls sells clothing and old CDs, which is confusing to people who try to navigate dining area.
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It’s our first time here and it is confusing...
WELCOME TO VICTORIA MARKET
Some maps of overall plan of QVM are scattered on the site. Howover, some are already hidden by landscape and some are located on edges of the site therefore is hard to find.
I can’t find the stall that I shopped at last time...
There are many types of signs in Queen Victoria Market. However, these signs have not been effectively placed, some are beyond the sight of people, and some have even been hidden by greenery or stalls. At the same time, the division of multiple areas of QVM makes navigating even more difficult.
There are some cubes cover by information and directions of QVM. However, the cubes seem to be randomly placed and some have been moved from its original place. Also, it is not what people would usually notice.
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MORE PARKING
Open Tuesday, Thursday, Friday, Saturday & Sunday QVM.COM.AU
LEGEND CONFIDENT
QVM SHOPPING ROUTE & SIGNAGE
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PARALLEL STUDY - DEGRAVES LANE
The signage in Degraves Lane would comparitively, be less directional in comparison to QVM. This is mainly evoked due to existing as different typologies, despite having similar spaces.
The laneway acts as a key circulation route not just for patrons and thus is able to attract unintentional visitors.
The seating in the middle of the lane creates a channeling effect (present at QVM), becoming a quiet area for eating and enjoying the laneway, further promotes people to investigate stores on the side. QVM could much benefit from tactics such as this to encourage more exploration and a more relaxing experience.
The competition of different shops is high and thus signage is utilised as a marketing effort. These vary between A-frame and wall mounted signage, most of which jut into the circulation path to catch ones attention. Thisis also seen at QVM, however many fresh producestalls, do little distinguish as seperate entities. Rather they depend on high foot traffic and loyal customers to sell their produce.
The lack of/presence of seating plays the most integral role as to how one explores the space. The absence of seating at the Flinders Street and promotes larger crowds and exploration from side to side. Contrasting to QVM’s ailses without seating, it is much less messy and clautrophobic due to having a greater width.
In regards to wayfinding, the linearity of a laneway requires less directional assistance, therefore less is present. However, the presence of distinct shops/ different programs within the one lane can create recognition for users to go by. At QVM, on the other hand, this could be said to disorientate shoppers. As on occastion an entire shed can sometimes hold only the same produce.
LEGEND PATRON CIRCULATION
A-FRAME SIGNAGE
NON PATRON CIRCULATION
WALL MOUNTED SIGNAGE
SEATING
STREET SIGNAGE
DEGRAVES LANE CIRCULATION/SEATING/SIGNAGE STUDIES
N SCALE NOT APPLICABLE
Due to its location Degraves attracts much foot traffic, similarly to QVM, therefore is a relevant precedent in regards to how QVM can adapt and develop its market “laneways”.
VISION To make QVM a cultural, commercial and recreational hub that connects to its surrounding urban context and bonds urban dwellers. Activate the ineffeciently used carpark to a space where temporary events can be held.
Conversion of Market roofs to a more transparent, glass exterior for connection to the melbourne skyline and urban fabric.
The open space can be flexible for influxes of people and events such as the night markets.
Centralised green space within QVM interor creating a more shared public space promoting longer visits and movement through QVM.
GREENERY
QVM can potentially function as an urban core to connect urban people both physically and emotionally where was only a passage for non-patrons.
ACTIVATION
Improving the experience of navigation by rearrang and the use of signs.
removed the two rolls of stalls in the middle of the dairy hall. Instead, we have created a dynamic and green space which not only occupies less space, but also brings about more exciting spaces for people to enjoy. S
Carpark will be moved to underground to enable more capacity and transfering the limited urban ground level to a more organic space.
Different sections will be divided by greenery or walls with big windows which enables permeability and creates threshold.
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The ground will be painted in different colors with clear signs showing the function of the section.
FR U
It not only provides large open space for people to walk around, but also provides more spaces for seating, eating, playing and exploring. By having this space, a new layer has been added to the classic dairy hall.
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COMFOTABILITY
NAVIGATION
Information boards will be displayed in the middle of walkways illustrating the Market map and upcoming