The WA Government is re-developing the Queen Elizabeth II Hospital in the Perth CBD from a 606 bed general Hospital to a 1,200 bed state of the art Medical Campus that will include:
• Expanded General Hospital.
• New 300 bed Children’s Hospital.
• Cancer Centre.
• New 6 storey WA Institute of Medical Research (WAIMR).
• Mental Health Unit.
• Largest pathology centre in WA.
B&P was engaged to develop a Campus Wide Retail Strategy, especially because every new building had been drawn to include retail in it and WA Health was anxious as to whether there was going to be too much retail and what that retail should be.
B&P used our lineal assessment model to identify the following:
• Over 4,000,000 staff, outpatients and visitors would access the campus per annum.
• The highest potential user group was in fact staff due to the strong research focus of the campus.
• The new buildings and car parking would re-distribute and re-circulate pedestrian movements around site, placing 83% of all traffic within the proximity of two main buildings.
• The existing retail offer was under-performing because:
• There was insufficient food outlets for the customer volume so potential retail spend was not able to be captured.
• Food outlets replicated the same products rather than offering different products leading to customer dissatisfaction and reduced spending.
• There was an oversupply and duplication of service retail resulting in poor rents per square metre.
• The canteen food service model for the staff was outdated compared to the staff expectations and eating profile.
• Retail fitouts were sub-standard.
• Retail was disparate with no critical mass.
B&P developed the following retail strategy aimed at driving retail spends to achieve optimal customer satisfaction and commercial rents:
1. Hub and Spoke strategy to create critical mass in the most populated and accessible zone of the campus.
2. Hub includes a new 8 outlet food court, 2 Cafes and all service retail.
3. Satellite Cafe for each building with a population higher than a certain number of persons per day and 1 specialty outlet relevant to each specialty ward ie cancer shop in Cancer Centre, convenience store/gift in Children’s Hospital.
This strategy made it easy for the leasing company to market a highly desirable retail offering with full commercial rents resulting in the securing of high quality CBD retail operators.
B&P also made significant contribution to the place making strategy for the retail through our analysis of the design according to evidence
based design principles for healthcare that included:
• Moving retail towards windows.
• Connecting seating zones to the outdoors.
• Better materials selection to reduce noise and create calming spaces.
• Better selection and design of seating areas to create quiet cosy spaces for the different user groups (patients, outpatients, visitors
and staff).
• Improved way finding signage to retail.
The new campus opens in 2015.
The Queen Elizabeth II Medical Centre (QEIIMC). WA Government.
QEIIMC
