Image Credit : Steve Back - http://www.steveback.com.au/
Project Overview
TattsBet is Australia’s largest race and sports betting provider with 1,400 retail outlets nationwide. In December 2014, the company unified its betting operations under the new brand UBET as part of a transformation process to reclaim its leadership position in a highly competitive consumer sector. This UBET store is the first of a rollout of stores that bring the new brand to life in the retail arena.
Project Commissioner
Hulsbosch on behalf of Tatts Group
Project Creator
Team
McCartney Design
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Gary McCartney, Owner/Creative Director
Tarquin Willis, Design Director
Zita-Mari Seymore, Senior Designer
Sinéad Kelly, Client Services Manager
Bettina Easton, E-Lux Lighting Designer & Consultant
Hulsbosch
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Hans Hulsbosch, Executive Creative Director
Jaid Hulsbosch, Director
Linda Jukic, Creative Director
Belinda Hubball, Design Director
Phil Wadewitz, Senior Designer
Sophie Zetterberg, Designer
Samantha Pang, Account Manager
Project Brief
The brief was to bring about a revolution in retail wagering and to set an international benchmark - not only in what it looks like but in how it’s done. To overcome the tired, uninspiring stores of the past and entice a younger, sport-focused customer in store alongside the existing (sometimes older) racing customer – ultimately appealing to a broader range of punters and creating a more dynamic experience.
Project Innovation/Need
Opportunities identified from extensive ethnographic research by Hulsbosch and Tatt’s enabled us to deliver a best-in-class and first-to market experience across sight, sound, touch and scent. This included self-service terminals, virtual betting, Wi-Fi infrastructure and directional audio technology.
Branded and BYO digital devices also enable Australia’s first ‘in-play’ betting platform (UBET Live), allowing punters to bet in-play on branded tablets from the comfort of their seat, anywhere in the store.
A distinct tone of voice applied across the internal signage system brings to life the thrilling and sociable aspects, expressing the new brand personality and increasing brand awareness and product engagement.
The store layout is also a key innovation – literally turning the TAB of old, inside out. The screens were moved from the outside walls to the centre of the store, transforming it in to an immersive and social environment.
Design Challenge
The retail destination needed to merge racing, sport and entertainment, appealing to different customer groups at the same time. To address this, we jointly conceived a strategy around the ‘local arena’, creating a space that was the next best thing to being at the game.
The customer journey was fragmented. We reimagined the space to improve flow, efficiencies and engagement. The experience was generic and undifferentiated. We designed a bespoke fit-out featuring grandstand and bleecher seating, central screen hub, workstations, transaction zone and ‘sound canopies’ all derivative of Hulsbosch’s UBET logo.
Finally, the fitout needed to be cost-effective, modular and scalable to adapt to different retail outlets across the network. The new, retail experience has increased foot traffic by 110% on key betting days. Dwell time and comfort metrics increased among existing patrons and the attraction of new, younger customers was observed.
There has been immediate adoption in online behaviour through the branded and BYO devices.
UBET Chief Operating Officer Barrie Fletton said, ‘The customer and innovation have been at the heart of this concept. This is designed to be a fully-immersive experience, second only to being at the game or at the track.’
Sustainability
Sustainability is derived from our approach to lighting and material specifications. The main light sources are energy efficient LED strips and downlights.
Although the BCA Section J allowance is 22 Watts/m2 we achieved the desired luminance outcome only consuming 14 Watts/m2.
The effect of not over lighting the space is that there is a general efficiency and economy in lighting and also the right warm and social ambience.
Fabrics used on the walls, seats/ottomans, cushions and sound canopies are from Kvadrat Fabrics. Kvadrat complies with the EU Ecolabel. Some of the fabrics used carry the GREENGUARD® certification, which is accepted by LEED
Tretford carpet was selected because the stores have minimal natural ventilation. The selected carpet is made from the highest grade Cashmere goat hairs from natural, sustainable resources. This is a breathable natural fiber and positively affects indoor air quality.
Gunnersen plywood utilises hoop pine, a sustainable resource that is 100% plantation grown locally in Queensland Australia.
All Dulux paints are low Volatile Organic Compounds (VOCs)
The furniture is complaint with leading edge EcoDesign and production methods, and with specific Green Star rating tools.
Interior Design - Retail
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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