Retail Design for Westgate

Super Bowl 2015  has created a push for retail development in and around Westgate City Center  in Glendale, Arizona. Westgate is anchored by a 2-story AMC Theatre and University of Phoenix Stadium.  We are working with J.J. Girn , an entrepreneur and franchisor of Fresh Healthy Café  a new dining experience moving into the Entertainment District at Westgate. During the design phase of this project I had decided to see Malifacent the movie with my kids. To kill time we hung out in the splash pad area. As I looked to find the empty suite where Fresh was going to be located I noticed how big and bold Buffalo Wings signage was.  It occurred to me that we needed to make sure the signage on Fresh was just as bright and tall.

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It is important to use contrast so a billboard will read correctly.  Look at the photo on the left above, the yellow lettering really POPS!  Fresh Healthy Cafe uses bright lime green and white for their branding so the sign will be able to compete with Buffalo Wild Wings.  The cafe sits adjacent to Wings.  I was against putting the signage on the gray block wall being that it would be too far back from Wings lettering.  This just proves how important it is to look at your design from every angle not just as if you were standing in front of the storefront looking straight on. Or even worse never getting out to see a movie!  Most folks will take 6 seconds to make up their mind about the visual message of a storefront. You have to convey a positive attraction quickly or it is a design failure.  Like a friendly wave saying “Come on over here, I am clean and fun inside!”

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The rendering above is what the final design will look like.  We thank Bootz and Duke Signage Company for helping us make this a reality.

Most of the equipment to make the healthy wraps, smoothies and salads was established when we first came on board. We took the concept from  Fresh Healthy Cafe and then verified clearances, finalized finishes, light fixture layout and the design of the outdoor patio eating area. We satisfied all the code requirements and worked with the building management and City of Glendale.  We even helped our client select the building contractor.  We spoke with the candidates past clients to ensure this build out will be complete in time for the BIG GAME!

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The Malifacent movie was pretty cool. My favorite part of any Disney movie is the fly through of the castle located near the ocean. How could it get any better than that? Well the beginning of the movie just keeps zooming up until you can see the detail of the castle crenellations and the little villages beyond.  It is a saga of a forest fairy earning her wings.



Lara Serbin

Lara Serbin

Lara Serbin is the founder of Serbin Studio. She has had continuous involvement in the design and construction industry since 1995, and worked in all phases of project management, programming, design, and construction administration. Lara has particular interest in conceptual design with respect to cost efficiency and energy conservation.

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