David Jones' new food hall from the Halifax Vogel Group
A stunning new face-lift greeted customers as they ventured into the new David Jones Food Hall on Sydney's
Market Street in early September. The Market Street Food Hall is the third installment of the new David Jones Food Hall
concept. Featured prominently is Seratone Silverseal - a contemporary wall panel material exclusively available through
Halifax Vogel Group.
The objective when designing this Food Hall was to create a quality environment that reflected the stature of the David
Jones brand and attain a higher standard than international best practice. The design had to also provide customers with
an enjoyable experience and, importantly, the company wanted the Market Street Food Hall to have that 'WOW' factor.
Kate Beresford-Banks, Design Co-ordinator for David Jones, specified Seratone Silverseal "as it is a board material where
the decorative surface and substrate are the one single product (minimising fabrication costs). It also has a high moisture
resistance and fits aesthetically into the colour concept of the Food Hall." The upcoming new Food Hall's in Bourke Street
Melbourne and Queen Street Brisbane Stores will also feature Seratone Silverseal.
Seratone Silverseal in Pearl, Sand, Charcoal and Steel was used on columns and walls behind merchandise in the gourmet
section, exposed walls in cashiers, deli, noodle bar, lift lobbies, neutral zones between merchandise departments and in
the tea and coffee departments. There were many issues refurbishing a heritage listed building with surprises turning up
everywhere however none of these impacted on the Seratone Silverseal product.
"The Market Street Food Hall had its last refurbishment in the mid 80's so it was long over due for a face lift" and "we
also needed more space to implement modern retailing principles and health code standards", Beresford-Banks explains.
The fitout took 16 weeks and covered an area of 2100m2 not including the production of the kitchen in the sub basement
level of the Store, and was completed by Sydney shopfitters Odlin International.
For the uninitiated, Seratone Silverseal is a light weight, high-density oil tempered fibreboard panel coated with a
multi-layed automotive paint system. 11 contemporary metallic and solid colours are available in the collection, with
matching aluminium jointing options, silicone and touch-up paint. In addition Halifax Vogel Group supplies Seratone
Silverseal Space in two configurations - diamond and double perforated panel.
Seratone Silverseal is supplied exclusively by Halifax Vogel Group throughout Australia.
For further information contact:
Halifax Vogel Group
phone: 1300 558 882
fax: 1300 658 889
web: www.halifaxvogel.com.au
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