When is a Deli not a Deli?


When is a Deli not a Deli?  When it's a fake Deli!  I must admit to being just a tad inspired by Karl Largerfeld for my other favourite POD VM project reflection for the year that has just gone.

Located within a new fresh food market at Hyperdome Shopping Centre, POD was engaged to turn a vacant tenancy into a temporary space that had to endure for up to 6 months. The brief was that it needed to reflect the contemporary industrial mall architecture and be relevant to market environment; be approachable yet impressive; durable and safe (you know the drill); a dwell space for customers to enjoy ... to sit and read a magazine or make a shopping list, have a coffee or let the kids play.

Located in a high traffic area, just inside a new entry door to The Market Room, and opposite a large Fruit & Vegetable kiosk that oozed colour and character, POD created a 'Deli' space that was "colourful enough" to compete with the fruit and vegetable displays so that it too got noticed; that was interesting and inviting; and promoted The Market Room brand at every touch point.

From a logistics perspective, three very large pallets of tins took three very dedicated POD peeps just on three days to transform them into The Market Room olives, tomatoes, coffee beans, pasta, gourmet sea salt, preserved lemons and more. The final effect was worth the miles and miles of double sided tape (and somewhat monotonous process) to stock the pop up 'shop' space!

Three mini 'counters' for small children to "play shop", whilst 'big people' enjoyed a coffee at the communal tables, were themed as Hipsta Florista, Bambini Bakery and Market Cafe.  These super cute carts gave kids the chance to make their own 'babycinos' and whip up all sorts of goodies in the bakery or water the flower pots.  As a connecting message to the long established existing centre, POD peeps designed and delivered 6 contemporary carts merchandised with various food or floral themes to showcase the new retailers and their produce,  a 'story of taste temptations' if you like, as the lead in from the old mall to the new.

Creative concept, design, graphics, procurement and installation all by POD with special thanks to my Brisbane based VM, the talented Sarah Bowe, and our super client, Hayley Coote.


The Market Room VM