RAIA Regional Commendation 2003
Fenwick Suppliers commercial catering equipment have operated from premises on Ingham Road in Townsville for many years. The shop is relatively central to the city and is located adjacent to a busy road. Ever aware of business marketing, the directors felt that the shop façade required some serious attention so that their “public face” was maximizing its potential. The existing façade was largely unnoticeable from the main road due to its relatively squat form and disorganized in its presentation. Additionally, the site is removed from the main road by a parallel railway line and service road.
The new façade provides a large flat lightbox billboard, that frames the glazed shop window along with a new entrance awning.
Flat timber trusses have been applied vertically to the existing concrete façade to provide a larger, squarer mass of building and this framing has been clad with translucent fiberglass sheeting. A large number of fluorescent light fittings are housed within the cavity between the existing concrete and the new cladding, providing backlight to the translucent sheeting.
The existing openings have been reglazed with large and simply framed glass panels so the showroom is clearly visible to passing traffic. The framing and structural columns have been coloured matt black so that they are inconspicuous.
A projecting awning has been added to provide an invitation for people to enter the shop.
At night, a light box billboard is created whilst during the day, a white billboard with black text presents as a large piece of uncluttered white paper with a clear message.