Building the Brief_Market Lane by Zhuoqing Li

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF MARKET LANE COFFEE FUTURE SHOPS | NORTH MELBOURNE ‘DURING & POST PANDEMIC’

2020 July Term | Tutorial Leader: Qusai Anteet Zhuoqing LI (Eve) | Student ID:886823

THE CONTENTS

Executive Summary

This Document Purpose & Circumstantial Context People Values & Statement of Need Site & Context Spaces

2 2 3 4-5 6 6

Methodology/Methods Framework The Briefing-Process Timeline Desk-based Research Observational Study Interview & Survey

7 7

Findings Desk-based Research Observational Study Interviews & Surveys

Conclusions

Recommendations

27-29

Next Steps

References

8 9 9 9

11-17 18-21 22-25

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

EXECUTIVE SUMMARY During the COVID-19 pandemic, caterings spaces are struggling to make a good balance between optimizing operations and ensuring the safety of users. After the pandemic, catering spaces will be important in rebuilding social connections and helping with business recovery. Market Lane Coffee is chosen to be the targeted client. This document is used to develop a strategic brief to provide recommendations to Market Lane future shops for the rest catering spaces to follow, in response to the COVID-19 pandemic and post-pandemic future. The site is selected at 47 Errol St, North Melbourne. The value-based approach chosen and a range of methods including desk-based research, observational study, interviews, and the survey was conducted to collect both quantitative and qualitative data. The key findings generated from the data reveal the need of operating safely during or after the pandemic and ‘cafe as a community hub’ to encouraging community social interactions. Six recommendations are developed based on the key findings including space zoning, flexible layout, materiality and sanitary stations, indoor environment quality, Local response to community, and connection with nature. (Due to stage 4 restriction, all the observational study and interviews are conducted via online tools, which may influence the outcome. Therefore, the next step of feedback and evaluation is proposed to ensure the document could work as a solid foundation to inform the future design of Market Lane Shops.)

Figure 1. Location of Market Lane shops.

PAGE | 1

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THIS DOCUMENT The Purpose & Circumstantial Context Project Scope: A strategic brief is proposed to instruct the design of new Market Lane shop at North Melbourne. Cafes play an important role in supporting the daily life of people living in Melbourne. The COVID-19 pandemic situation (Figure 3.) requires the catering space to make a good balance between optimizing operations and ensuring the safety of both customers and staffs. After the pandemic, the catering space will Figure 2. Slogan of Market Lane.

play an important role in rebuilding the social connections and business recovery. In response to the COVID-19 pandemic, this strategic brief is proposed to instruct the design of a new Market Lane shop at North Melbourne. The brief will establish a guideline which can facilitate the operation of Market Lane and help them achieve the value of their brand (bring support to the community), while keep people safe during the pandemic and be actively involved in the recovery process in the post-pandemic future. By defining the vision and values, the future design or refurbishment of Market Lane shops instructed by this brief will be better aligned

Figure 3. COVID-19 Pandemic at Melbourne.

with the expectations of stakeholders.

PAGE | 2

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

People - About Market Lane Born and Based in Melbourne, Market Lane Coffee is a “boutique coffee roastery and retailer”. Market Lane currently has six brunches across Melbourne, with the first one at Prahran Market founded in 2009. The mission of Market Lane is “to make good coffee accessible and exciting, simple to understand and appreciate, and easy to brew and enjoy.” (About us, 2019).

The Stakeholders: HIGH POWER / LOW INTEREST

The Community: North Melbourne Community (Belong to the City of Melbourne)

HIGH POWER / HIGH INTEREST

The Client: Market Lane Coffee

Client: Market Lane Coffee Users: Customers and Market Lane Staff Community: North Melbourne Community (Belong to the City of Melbourne) Other stakeholders: Coffee Beans Suppliers

The stakeholder group is analyzed based on the hierarchy of power and relevance to the project, informing the priority of value in later recommendation phase (Figure 4.).

LOW POWER / LOW INTEREST

LOW POWER / HIGH INTEREST

The client group (Market Lane) is high power and high interest, whose value needs to be prioritized. The local community has high power, but their focus will not be limited to a single retail. The Other Stakeholders: Coffee Beans Suppliers

The Users: Customers and Market Lane Staff

value of client will be considered as the guide to improving user experience. Market Lane cooperates with coffee beans suppliers to provide high-quality coffee with transparency. Suppliers are

Figure 4. Stakeholder Analysis.

relevant but due to the remoteness, they are defined as low power and low interest. PAGE | 3

ABPL90321 Building the Brief: People,Process,Place

The Value

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

Statement of Need

Actively making positive changes within the coffee industry,

Market lane is chosen as the target client because of their strong

Market Lane place a great emphasis on bringing the support

emphasis on supporting the neighborhood community. The value

to the neighborhood communities where they work and

of Market Lane determines it has the potential to be more than a

live.

coffee shop, but also a “community hub”(Figure 6.).

With six shops locating at different suburbs (Figure 5.), Market

During the pandemic, there is a need to update the shop to ensure

Lane always celebrate the unique identity of each community

safe operation and keep bringing support to the community.

and play an important role in supporting or holding

After pandemic, it is important to maximize the potential of Market

community activities and events (About us, 2019).

Lane shop, to facilitate the commitment of rebuilding the social connections in the business recovery process.

Figure 5. Market Lane Shop Location.

Figure 6. Community Activity at Market Lane.

PAGE | 4

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

Statement of Need- Why Market Lane?

“EXCEPTIONAL QUALITY COFFEE”

THE CLIENT

“COLLABORATE WITH LOCAL BUSINESS”

SUPPORT

“PROVIDE JOBS”

“COMMUNITY EVENTS”

THE COMMUNITY

Run the shop safely (Take-Out+ Dine-in)

Run the shop (Take-away + Dine-in)

Run the shop safely (Mostly Take-Out)

+ Bring support to the neighborhood community

+ Keep Bringing support to the neighborhood community

BEFORE COVID-19 PANDEMIC

DURING COVID-19 PANDEMIC

+ Bring support to the neighborhood community + Rebuild the social connections & Help with business recovery

POST COVID-19 PANDEMIC

PAGE | 5

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

Site & Context

Spaces

The Site: 47 Errol st North Melbourne, VIC 3051 (Figure 7,8.)

Current Spaces: PUBLIC SPACE

North Melbourne is one of most dynamic inner suburbs of Melbourne that has proximity to the city center, with residential houses, catering spaces, retails, and community services scattered throughout (City of Melbourne, 2012). The Errol street is well known for its cafe and restaurants since 1980 and it is close to the public transport

KITCHEN SPACE

and North Melbourne Town Hall to ensure convenient access. Recently, North Melbourne became one of the ‘Hot Zones’ (Victoria State Government, 2020) that has been influenced most by the COVID-19 pandemic. Therefore, it is valuable

LOADING SPACE

to develop this strategic brief based on the new Market Lane Shop in North Melbourne in response to the pandemic and post-pandemic situation.

Future Spaces: The following listed space are suggested based on the key findings, which is in alignment with the value and need of stakeholders. PUBLIC SPACE

EXCHANGE SPACE

KITCHEN SPACE

NORTH MELBOURNE

SUPPORT SPACE

THE SITE

LOADING SPACE

Figure 7. Site Location.

Figure 8. Site Context.

Figure 9. Market Lane Spaces. PAGE | 6

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

METHODOLOGY/METHODS

The Framework This brief is established with “value-based approach” (Hershberger, 1999). The collection of quantitative data and qualitative data related to values (enduring, circumstantial,

and

institutional)

and

expectations

THE STAKEHOLDERS

BETTER ALIGNED WITH THE VALUES & EXPECTATIONS OF STAKEHOLDERS

FEEDBACK & EVALUATION

INVOLVE IN THE BRIEFING PROCESS ENDURING VALUE

contribute to the value-focused thinking process (Keeney, 1994) and value-based recommendation. The methods

DISCOVER THE VALUE

INSTITUTIONAL VALUE

used for data collections are desk-based research, observational Study, interviews and surveys.

CIRCUMSTANTIAL VALUE

ANALYSE THE VALUE

Why “Value-based” Approach? The value-based approach is chosen to allow the

STRATEGIC BRIEF MAKE EVIDENCE-BASED RECOMMENDATIONS

ultimate design outcome to better reflect the values, which can possibly reduce the design decisions based on decorative effects. The future design based

THE DESIGN TEAM

DELIVER THE BRIEF

on a value-based brief will work as an optimal design solution in response to the values and better aligned

INSTRUCTED BY THE BRIEF

with the expectations of stakeholders. DESIGN RESPONSE

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ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

The Briefing-Process Timeline

1 Desk-based Researches (Aug. 3rd, 2020 - Aug. 9th, 2020) - Site and context study in North Melbourne - Literature Review of existing approaches - Precedent Study

3 Online Interview

(Aug. 12th, 2020 - Aug. 15th, 2020) - Interview with Market Lane Staff via email

5 Analyze Survey Outcomes & Observational study outcomes

(Sep. 12th, 2020 - Sep. 16th, 2020)

(Aug. 24th, 2020 - Aug. 28th,2020)

2 Create Survey & Post

4 Observational Study

- Create survey on survey monkey - Post survey on Facebook and Instagram (Tag target client group)

- Human Behavior Pattern Analysis by tracking, documenting, mapping, and photographing

(Aug. 10th, 2020 - Aug. 12th,2020)

7 Finish the strategic brief and share with client

(Aug. 16th, 2020 - Aug. 23rd,2020)

6 Make Evidence-based Recommendation

(Aug. 30th, 2020 - Sep. 12th, 2020)

PAGE | 8

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

Data Collection Tools And Methods Desk-Based Researches

Observational Studies

A: Site and Context Study in North

A: Virtual ‘Site visit’ - Human Behavior

A: Interview with Market Lane Staff

Melbourne

Mapping (Observation and Analysis)

Virtual Interview with the director of Market

Due to the pandemic stage-4 situation, the

Lane. (Jason Scheltus)

site visit cannot be achieved. The human

The interview questions are developed to understand

behavior analysis will be conducted based

the role, value, and current problems of Market Lane

community vision and values in the development plan.

on the analysis of photo sets from google

Coffee in the context of post pandemic. The findings

B: Literature Review

reviews of current Market lane shops instead.

from interview are utilized to update the statement of

Post-pandemic design Guidelines by Mass

Observe and analyze the human behavior patterns in

need and inform the recommendation process.

Design Group

current Market Lane shops to understand both positive

Review the guideline provided by professionals to

and negative experiences in the current shops.

B: Online Surveys Facing User Group

understand the key points of post-pandemic design of

The following behaviors will be documented:

A three-minute survey designed with short

catering space, informing the recommendation process.

•

Passing-by & Encounter

answers and multiple choice are posted

C: Precedent Study:

•

Ordering & Waiting

on social medias such as Facebook and

Spatial relationship analysis of current Market

•

Take-Out

Instagram, tagging targeted user groups

Lane shops and related precedents of other

•

Dine-in

to generate responses based on the users’

Demographic

Analysis/

North

Melbourne

Development Plan Analysis Define

the

major

user

groups

and

discover

the

Interview & Survey

catering spaces

perspective.

Compare the spatial relationship in different shops and

The results of survey add a deeper level of research on

discover the problem of problematic spatial arrangement

the change of user experiences during pandemic and

which against the values or learn from the good ones.

major concern in the post-pandemic future, which is used to inform the recommendation.

PAGE | 9

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Desk-Based Researches

01 Statics of Demographic (North Melbourne)

02 City North Structure Plan

By 2018, The population of North Melbourne is

This document is aimed at informing future design

25331, including 84.5% of working age popu-

and development of city north of Melbourne,

lation. As cafe plays an important role in working

which includes North Melbourne. According to the

days, the habit of how working-age people use

value of client, it is important for the new shop of

cafe will be analyzed by survey.

Market Lane in North Melbourne to embrace the big picture and contribute to the public realm

In addition, there is a great culture mix in the

and community (City of Melbourne, 2012).

North Melbourne community with only 41.70%

• Cultivate a vibrant and distinct precinct

born in Australia, which provides opportunity for

connected to the Central City: Due to the

the coffee as community/cultural hub that embrace

proximity to central city, North Melbourne needs

the diversity of culture (Australian Bureau of Statis-

to accommodate the expansion of central city

tics, 2018).

activity. • Regenerate the area’s public realm: The street and space along the street need to be welcoming and attractive, providing opportunity of social interactions. • Support a culturally and socially engaged community: The development of places should accommodate the connection and support to community culture mix and social interactions. PAGE | 10

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Desk-Based Researches 03 Literature Review Spatial Strategies for Restaurants in Response to COVID-19 by Mass Design Group This document is prepared by Mass Design Studio to inform the design of catering space in response to the post-dynamic future, making sure catering spaces could reopen safely and vibrantly. As the key stone of public realm, catering spaces will play an important role in rebuilding social connections after the covid-19 pandemic. It is important for catering spaces to make a balance between operation and keep people safe (Mass Design Group,2020).

Introduce the exchange zone for flexible reconfiguration The

exchange

zone

should

introduced

control delivery, customer hand-off, don and doff procedures, ventilated storage and cooking, and disposal of contaminated materials. Flexible indoor layout to provide solutions for multiple seating types The potential of keeping social distance should be considered in the seating configurations Indoor air quality

Sanitary protocols and new food safety

Legible, obvious ventilation strategy needs to be

• Sequential narrative of spaces needs to be

introduced to achieve safe indoor environment

considered to limit droplet spread

quality and make customers and staff feel safe.

• Materiality of indoor surfaces are chosen to mitigate contagion • Space zoning to control for airborne infection

Expand to street and contribute for public realm

(Floor and wall marking should be used to guide

The catering spaces should be allowed to expand

the flow of people)

to public space and provide more outdoor dining

• Sanitary stations should be introduced into

options.

interior space PAGE | 11

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Desk-Based Researches (Precedent Study)

Precedent Study 01

Spatial Relationship Analysis

Project Name: Plus Two Coffee (58sqm, built in 2019) Architects: Alana Cooke

Public

Kitchen Dine-in Take-out Preparation Storage

Show-Case Preparation

Figure 12. Plus Two Coffee Spaces.

Figure 10. Plus Two Coffee.

• Pros: Located in Waterloo, Sydney, Plus Two is a specialty coffee shop with share equipment and coffeemaking process face outward toward the customer (Figure 11.) to invite visual participation of the foodpreparation process and simplify service function. • Cons: The outward-facing food preparation process ((Figure 11.) is directly connected to the public which increases the potential of droplet spread and airborne infection. Moreover, it does not provide any outdoor

Figure 11. Outward-Facing food preparation zone.

eating option to customers.

PAGE | 12

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Desk-Based Researches (Precedent Study)

Precedent Study 02 Project Name: The Protagonist Café & Bar (90sqm, built in 2019)

Spatial Relationship Analysis Kitchen

Architects: Cumulus Studio Preparation

Storage

Public Dine-in Take-out

Figure 13. The Protagonist Café & Bar.

Figure 15. The Protagonist Café & Bar Spaces.

• Pros: The Protagonist set up a prototype of an outdoor café engaging with the public realm, which provides the customers with an opportunity to be connected to nature (Figure 13/14.). The outdoor cafe plays an important role during or after the pandemic, as it has less potential for airborne infection. Figure 14. The Protagonist Café & Bar.

• Cons: It does not provide indoor dine-in options, which make it hard to work during bad weather. PAGE | 13

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Desk-Based Researches (Precedent Study)

Precedent Study 03 - Local Project

Spatial Relationship Analysis

Project Name: Auction Room (133 sqm, Founded in 2008) Location: North Melbourne,VIC 3051

Kitchen

Public

Preparation Storage Dine-in Take-out Outdoor Dine-in (In the Courtyard)

Figure 16. Auction Room.

Figure 18. Auction Room Spaces.

• Pros: Located in the historical site, the Auction room developed a profound relationship with the North Melbourne community. The interior spaces are designed with both indoor and outdoor dine-in spaces. The window facing the main street could be fully opened to connect the indoor spaces to the public realm, engaging with the passing public (Figure 16.). • Cons: The interior spaces are fully equipped with seatings to maximize the operation profit without leaving space for sanitary stations (Figure 17.).

Figure 17. Auction Room.

PAGE | 14

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Desk-Based Researches (Precedent Study)

Spatial Relationship Analysis

Precedent Study 03 - Local Project Project Name: Wonky Trolley (115sqm, Founded in 2018)

Kitchen

Exchange

Public

Location: North Melbourne

Preparation

Isolation Belt

Storage

Isolation Belt

Sanitory Station

Take-out Dine-in

Figure 21. Wonky Trolley Spaces Figure 19. Wonky Trolley Sanitary Station. Source from Zhuoqing LI.

• Pros: Located in north Melbourne, Wonky Trolley is a catering space located in Errol street and their interior spaces are refurbished in response to the pandemic situation. A sanitary station (Figure 19.) is added on the entrance for the customers to use. The isolation belts are added to temporarily close the dine-in zone and allow the interior space to be separated to keep the required social distance. Furthermore, a new exchange zone is built up to separate the kitchen and waiting space to mitigate airborne infections (Figure 20.). • Cons: The indoor air is not ventilated effectively, and the indoor air quality is poor. Moreover, they do not provide outdoor dine-

Figure 20. Wonky Trolley Exchange Zone. Source from Zhuoqing LI.

in options. PAGE | 15

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Desk-Based Researches

Market Lane Current Shops Spatial Relationship

Public

Kitchen

Public

Kitchen

Storage

Preparation

Public

Display Preparation Storage

Take-out

Storage

Take-out

Display

Dine-in

Outdoor Dine-in Preparation

Outdoor Dine-in

Display

Take-out Dine-in

Figure 22.

Figure 23.

Market Lane, Carlton (62sqm)

Market Lane, Collins st (124sqm)

Public

Figure 24.

Kitchen

Market Lane, Prahran Market (116sqm)

Kitchen

Storage

Preparation

Public

Kitchen

Take-out Storage

Dine-in Display

Storage

Take-out Display

Preparation

Waiting

Preparation

Take-out

Figure 25. Market Lane, Victoria St (90sqm)

Public

Figure 26. Market Lane, Queen Vic Market

Figure 27. Market Lane, South Melbourne (50sqm)

Dairy Hall (35sqm) PAGE | 16

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Desk-Based Researches

Market Lane Current Shops Spatial Relationship Summary

The current spatial sequences of the current six market lane shops are analyzed in the previous page through diagrams (Figure 2227.). The spaces are divided into loading space, kitchen space, and public space. In the current market lane shops, all the kitchen

Public Before The Pandemic

Kitchen

Storage

Preparation

Kitchen

Storage

Preparation

Take-out Dine-in Display

spaces are directly connected to the public spaces without an exchange zone (for the counter, packing, picking up) in-between. Moreover, a support space (separated from the food preparation zone) for staff to change clothes is not provided in all the current shops (Figure 28.).

Public During The Pandemic

Carlton Shop, Queen Vic Market shop, and South Melbourne shop

Take-out Dine-in Display

only have the take-out option. Collins St shop, Prahran Market

Support Space

shop, and Victoria St shop provide both dine-in and take-out options

Exchange Space

before the pandemic. During the stage 4 restriction, these shops only provide the take-out option. In addition, only the Collins St shop and Prahran Market Shop provide the outdoor dinein option. The display zones are placed in the public spaces

Public Post The Pandemic

Kitchen

Storage

Preparation

Take-out Dine-in (Indoor/Outdoor) Display

of current market lane shops (except Queen Vic Market shop) to display market lane products and showcase local artists artworks. (Limitation: Detailed plans are not available for current market lane shops. All the spatial analysis is based on the photos and site-visiting before the pandemic.)

Support Space

Exchange Space

Figure 28. Spatial Analysis Summary + Future Potential PAGE | 17

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Observational Studies Human Behavior Observation Figure 26-31. Market Lane Shops. From MARKET LANE Locations. Retrieved from https://marketlane.com.au/. Copyright 2019 by Market Lane Coffee.

Figure.29 Carlton Exterior

Figure.31 Collins St Exterior

Figure.33 Prahran Market Exterior

Figure.30 Carlton Interior

Figure.32 Collins St Interior

Figure.34 Prahran Market Interior PAGE | 18

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Observational Studies Human Behavior Observation Figure 32-37. Market Lane Shops. From MARKET LANE Locations. Retrieved from https://marketlane.com.au/. Copyright 2019 by Market Lane Coffee.

Figure.35 Victoria St Exterior

Figure.37 Queen Vic Market Exterior

Figure.39 South Melbourne Exterior

Figure.36 Victoria St Interior

Figure.38 Queen Vic Market Exterior2

Figure.40 South Melbourne Interior PAGE | 19

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Observational Studies Human Behavior Mapping and Analysis

Kitchen

Public

The current shops are designed with a display window facing the street, except Carlton shop is designed with a small ordering window (Figure 29.). The activities occurred

Storage

Take-out

Preparation

Display

Dine-in

within the shop work as signage to attract the passing public to trigger a potential encounter (Figure 41.). • Ordering & Waiting

PASSING PUBLIC

• Passing by/ Encounter

Figure.41 Human Behavior Mapping1

Most social interactions between customers and staff

ENCOUNTER

occurred during the ordering and waiting time (Figure 42.). The South Melbourne shop is designed with both

ORDER

indoor and outdoor waiting spaces, which promoted social

Most Social Interactions Happen

interactions between individuals and public realm (Figure 39,40.). In the Carlton shop, the small ordering window

WAIT

facing the street is the place where customers order coffee and interact with each other (Figure 29.). In Victoria St shop, the dine-in space is combined with the waiting space around the counter, promoting the social interaction

DINE-IN

TAKE-OUT

LEAVE

between customers and staff (Figure 36.).

Figure.42 Human Behavior Mapping 2

PAGE | 20

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Observational Studies Human Behavior Mapping and Analysis

• Dine-in Before the pandemic, Collins St, Prahran Market, and Victoria St shops provide dine-in options. In Collins St shop (Figure 31,32), customers prefer the outdoor dine-in option unless the weather is not good. However, the interior dine-in option is more popular in the Prahran Market shop (Figure 33,34) as the customers may also order other food in the food court. In the Victoria St shop, the dine-in spaces are located around the counter. People sat on the bar chairs and talked with each other (Figure 36.). • Take-out During stage 4 restrictions, take-out the only option for current shops. In current market lane shops, the food preparation zone is directly connected to the public zone. After ordering, people wait in the waiting space to pick-up their orders (Figure 43.).

Kitchen

Public

Take-out

Storage Preparation

Dine-in

Collins St, Prahran Market, and Victoria St Shop

Kitchen

Public

Take-out

Storage Preparation

Carlton, Queen Vic Market, and South Melbourne Shop

Food Guest Staff

Figure 43. Human Behavior Mapping 3

PAGE | 21

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Interview & Survey Interview Questionnaire about market lane coffee Interviewer: Zhuoqing Li (Unimelb Student)

Interview with Market Lane Director Jason Scheltus

(Due to pandemic, the Interview Questionnaire is sent via email) Interviewee: Jason Scheltus (Market Lane Director)

1. What is your role in Market Lane Coffee? I am the director of Market Lane Coffee.

5. What do you think the role of a café in the post-pandemic future? (eg.: Does Market Lane have any plan about how to help rebuilding the social connections after pandemic？？)

2. What do you think is the key value of Market Lane? The key value of Market Lane is making good coffee accessible and

Definitely when everything back to normal¸ café will be an important

exciting and bring support to the neighborhood communities where

space for people to interact with each other. We would like to extend

we work and live.

our traditions on holding events to help the community to rebuild social connections. Moreover, we would put effort on reopening the

3. As Market Lane try to “bring support to the neighborhood

shop safely to make our customers feel safe to use.

communities”, which types of events or activities do you hold to achieve this? Or other ways?

6. Although Market Lane does not have any plan to open a new

Market collaborate with local artists to display their artworks in our

shop, what do you think would be the most likely reason to

shops and we held events such as coffee education classes, free public

open a new Market Lane Shop in future?

cuppings to engage with local community.

I think this will be highly depends on the need of market. If we have a good opportunity to extend our network, that will be good to consider.

4. What is the impact of COVID-19 pandemic on Market Lane Shops?

7. Do you consent to your brand logo and shop photos being used

The impact on our business has been varied. For example, our store in

within this project (for presentations and submissions within

the city has been very quiet, currently trading at about 15% of its

the University of Melbourne only)?

normal trade. While our online store has increased in sales a lot, some

Yep.

weeks it is up 900% year on year.

(This questionnaire is created inside the University of Melbourne)

PAGE | 22

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Interviews & Surveys Online Surveys The survey was posted on Facebook and Instagram and tagged the north Melbourne community groups at Aug 10th . 85 people took this survey and the survey results are collected in Aug 24th.

1. What is your age? 18 to 24

4. Before the pandemic, when you go to a café, do you prefer take-way or dine-in?

7. What is your best memory related to a café? Have great time with my friends

25 to 34

Take Away

Enjoy my own quality time

35 to 44

Dine-in

Meet new friends in neighborhood community

45 to 54

I don't go to a cafe.

Good talk with my business partners

55 to 64

5. Before the pandemic, do you prefer to get a coffee from

65 to 74

café near your home or working/study place?

75 or older 2. About how many cups of coffee do you drink each week?

Cafe near my home

8. What do you think a café can do for rebuilding social

Cafe near my working/studying place

connections after pandemic?

Both of them

1-4

I don't drink coffee

5-8

6. During the pandemic, do you still go to the cafe to buy

9-12

？ coffee or make it by yourself？

13-16

Take away from cafe

More than 16

Make coffee by myself

3. Before the pandemic, do you prefer to go to the cafe to buy ？ coffee or make it by yourself？ Buy from cafe Make coffee by myself Both of them I don' t drink coffee.

Other (please specify)

Both of them I don't drink coffee.

Reopen shops safely and still doing proper disinfections to make me feel safe to go Provide better places for people to dine-in Hold interesting community events, like coffee brewing class. Other (please specify)

9. Have you heard about Market Lane Coffee? Yes, it is one of my favorite cafes. Yes, but I did not buy coffee from them. No 10. What is the name of your favorite cafe (and why)?

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ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

THE FINDINGS - Interviews & Surveys Online Surveys Results The survey was posted on Facebook and Instagram and tagged the north Melbourne community groups at Aug 10th . 85 people took this survey and the survey results are collected in Aug 24th.

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ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

According to the survey results, 60% of people prefer to buy coffee from café and 25% of people prefer to make coffee at home before the pandemic (50% of people prefer to buy a coffee from the café near their workplace while 23% of people prefer to buy coffee from places near their home). However, during the pandemic, 53% of people prefer to make coffee at home while only 14% of people still prefer to take-out from the café considering the safety issue. After the pandemic, 70% of people concerned most about the safety regarding the re-open process, suggesting proper disinfection should be continued, which defines the main focus for recommendation. When being asked the best memory related to a café, 43% of people chose ‘Have a great time with my friends’ while only 25% of people choose met new friends in the neighborhood, which means cafés need to be improved to encourage more social interactions within the community.

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ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

CONCLUSION (Summary of Key Findings) • The desk-based researches on site and context reveal the key value of the North Melbourne community, including to be a vibrant and distinct precinct and a culturally and socially engaged community in response to the cultural mix in North Melbourne. The literature review and the precedent study lead to the identification of the problem and benefits of different types of spatial relationships and strategies in response to

The key guidelines came out from the findings

Covid-19, which informs that an exchange zone, outdoor dine-

and researches are:

in spaces, indoor ventilation need to be introduced to control

• Safety

the airborne infection.

current

operations

during

the

pandemic • Safety of re-open process in the post-pandemic

• The observational study is used to identify the positive and negative aspect of current functional use in Market Lane shops, revealing the opportunities for improving the future shops

future • A Community Hub (rebuilding community social interactions) in the post-pandemic future

regarding Covid-19 response and community interactions. • The interview and survey unveil the value and experience from the clients and users’ perspectives. The results of the survey and interview suggest that operating and reopening safely should be the first mission during and after the pandemic (as it is the biggest concern within customers) and cafes need to be improved to help rebuilding community social interactions after the pandemic (as it is the key value of client). PAGE | 26

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

RECOMMENDATIONS Overview

Guidelines from Key Findings

Recommendations

Space Zoning

Based on the researches and findings, six recommendations will be developed regarding the guidelines (Figure 44.).

Safety of current operations during the pandemic

Flexible Layout

The recommendations are suggesting the qualities that need to be achieved in the future market lane shops to make the

Materiality and Sanitary Station

Safety of re-open process in the post-pandemic future

design to be better aligned with the value of stakeholders. (Notes to the future design team: These recommendations are used to set a foundation

A ‘Community Hub’ in the post-pandemic future

Indoor Environment Quality

for the design process. You could use your

Local Response to community

creativity to find optimal solutions to achieve them.)

Connection with Nature Figure 44. Recommendations Overview

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ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

RECOMMENDATIONS Vision Board

A. Space Zoning • Exchange Zone: The exchange zone need

B. Flexible Layout • Physical

Adaptability: configuration

should

C. Materiality and Sanitary Station The be

• The

Materiality

Surfaces:

to be introduced between the kitchen zone

interior

(food preparation) and public zone (dine-in or

adaptable for future changes during

mitigate contagion and easy to be

take-out), which is used for packing delivery,

the day, week, and year. Flexible

cleaned should be chosen for the

customer hand-off, don and doff procedures

space divider and flexible furniture

interior surfaces.

and disposal of contaminated materials.

could be introduced to achieve

• Sanitary

Materials

Indoor

Station:

that

could

Sanitary

• Support Zones: The support zone separated

flexible configuration in response

stations should be placed near the

from the food preparation zone should be

to diversity of community events or

entrance to eliminate contagion in

introduced for staff to change their clothes.

future pandemic situation.

the entering process.

• Floor and Wall Marking: The floor and wall need to be marked to suggest for the users to identify the zones and suggest the flow between different zones.

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ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

RECOMMENDATIONS Vision Board

D. Indoor Environment Quality

E. Local Response to community

F. Connection with Nature

and

• Active the Waiting& Ordering Zone: The

• Indoor Plants: Some air-purifying

ordering zone and waiting zone could be

plants

be enhanced during or after the

active by introducing display of local artists’

interior space, which could not

pandemic to ensure a good air

works to create talking point and increase

create encounters with nature in

quality in the interior space. Good air

potential community interactions.

the interior spaces, but also help

• Air

Quality:

mechanical

Both

natural

ventilation

need

could

placed

the

quality cannot only control airborne

• Community-Focused Events: The future

infection but also contribute to

Market Lane shop should be a unique response

physical and mental wellbeing.

to the community where it is located by

catering spaces need to be designed

holding community-focused events.

with the potential of expanding to

• Light: Nature light should be invited into the interior space to improve the well-being of users.

with the indoor air quality. • Outdoor

Dining

Options:

The

• Location: The location of Market Lane shops

public and provide more outdoor

should be chosen to allow convenient access

dining options. It could not only

to the local people, such as a place near the

reduce the airborne infection but

local markets or local community centers.

also respond to the public realm. PAGE | 29

ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

NEXT STEPS In the post-pandemic future, rebuilding social connections and reopening business will be the major focus of society. In Melbourne, cafes should be designed specifically to be operated safely and accommodate social interactions. This strategic brief is the first attempt to prepare the Market Lane shops in response to the Covid-19 pandemic and the post-pandemic future, which represents the desired quality of future Market Lane Shops. However, the briefing should be an ongoing process and it is critical to learn from the feedbacks of real projects to ensure the practicability of the brief. The process of collecting feedback from stakeholders needs to be done in the future (after the completion of the first project informed by this document) to evaluate the recommendations of the document (Figure 45.). Short Term

Long Term

Share This Document With Clients

Follow A Project Informed By This Document

Review Implications Based On Feedbacks

Collect Feedbacks From Stakeholders

Update The Strategic Brief

Evaluate The Achievement And Failure In The Project

Further Consultation With Clients and Users

Update The Strategic Brief

Figure 45. Next Steps

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ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

REFERENCE

Australian Bureau of Statistics (2018). North Melbourne census [206041123]. https://itt.abs.gov.au/itt. City of Melbourne. (2012). City North Structure Plan. Retrieved from https://www.melbourne.vic.gov.au/building-and-development/urban-planning/local-area-planning/Pages/city-north-structure-plan.aspx City of Melbourne. (2012, Jul.). North Melbourne. Retrieved from https://www.melbourne.vic.gov.au/about-melbourne/melbourne-profile/suburbs/Pages/north-melbourne.aspx Hershberger, R. (1999). A Theoretical Foundation for Architectural Programming. In Architectural Programming and Pre-design Manager (pp. 7-11). McGraw-Hill Professional. Keeney, R. L. (1994). Creativity in Decision Making with Value-Focused Thinking. Sloan Management Review, 35 (4), 33-41. Market Lane. (2019, Dec). About us. Retrieved from https://marketlane.com.au/about-us. Mass Design Group. (2020, May 13) MASS Releases Spatial Strategies for Restaurants in Response to COVID-19. Retrieved from https://www.archdaily.com/939519/mass-releases-spatial-strategies-for-restaurants-in-response-to-covid-19?ad_source=myarchdaily&ad_medium=bookmark-show&ad_content=current-user.

List of Figures Slogan of Market Lane. (2016) Cafe Hopping at Melbourne. http:// thealovetea.blogspot.com/2016/09/cafe-hopping-at-melbourne. html. COVID-19 Pandemic at Melbourne. (2020) Face masks: all your questions covered. https://www.theaustralian.com.au. Plus Two Coffee. (2019) Plus Two Coffee / Alana Cooke. Retrieved from https://www.archdaily.com/942231/plus-two-coffee-alanacooke. The Protagonist Café & Bar. (2019) Protagonist Café & Bar. Retrieved from https://www.archdaily.com/930328/the-protagonist-cafe-and-bar-cumulus-studio. Auction Room. (2016) From Broadsheet. Retrieved from https:// www.broadsheet.com.au/melbourne/food-and-drink/auction-room. Market Lane Shops. (2019) From MARKET LANE Locations. Retrieved from https://marketlane.com.au/.

Victoria State Government. (2020, July 20). Coronavirus update for Victoria. Retrieved from https://www.dhhs.vic.gov.au/coronavirus-update-victoria-17-july-2020.

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ABPL90321 Building the Brief: People,Process,Place

STRATEGIC BRIEF | THE MARKET LANE COFFEE FUTURE SHOP IN NORTH MELBOURNE

Thanks for Reviewing

2020 July Term | Tutorial Leader: Qusai Anteet Zhuoqing LI (Eve) | Student ID:886823