Stephanie Labrecque
We often say that millions of people eat, shop, work and play in spaces created by SmartDesign Group. If you’ve travelled, you’re likely to be one of those people. That’s because a lot of our design experience is focused on commercial spaces in airports. These spaces include restaurants, food courts, retail stores, and of course, duty-free stores.
In this new feature, I’ll be talking to SmartDesign Group designers about some of the spaces they’ve helped to create. Senior Project Designer, Stephanie Labrecque recently spoke to me about the development of the new AerRianta Duty Free store at Pierre Elliott Trudeau International Airport in Montreal, Canada.
LG: Where are you from?
SL: Montreal, Quebec
LG: How long have you been a designer?
SL: 15 years
LG: What or who has been your biggest influence?
SL: By far, travel has been the biggest influence in my career. Absorbing different cultures and seeing how art and design are integrated into those cultures is huge for me. In Europe their sense of style is so rooted in history, while in Asia, they use patterns and colours in such different ways from typical North American approaches. I’ve also had the pleasure of working alongside some very talented designers and architects. While I was at Yabu Pushelberg, I learned a lot from their approach. They really push design, art and concept to the limit.
LG: Where do you go for inspiration?
SL: I look to anything that conveys art in any shape or form. Sources like books, magazines, the web, art and graphics are all over my desk.
LG: What’s your favourite project so far and why?
SL: Wow, there have been so many. St-Regis, Mexico, Lotte Department Store in Busan, the Park Hyatt, Mumbai to name a few. I think these particular projects come to mind simply due to the fact that clients were looking for a high-level of creativity. There were very few constraints in that respect. I’m working right now on New Doha International Airport and that one is creeping up to the top of my list for the same reasons. We’re pushing the boundaries of creativity and innovation in airport design. It’s going to be revolutionary when it’s complete.
LG: Do you have a specific approach to design?
SL: I’m very artistic. I’m inspired by art and I try to incorporate it in all my spaces whether it be through custom patterns, materials, furniture, accessories, lighting, even graphics.
LG: You’re the creative lead behind the design of SmartDesign Group’s recent duty free store, AerRianta Duty Free at Pierre Elliot Trudeau International Airport in Montreal. What makes a duty free store different from a regular retail store?
SL: The airport environment is significantly different from the street experience. When you’re designing, you have to take into consideration the emotional stress factors that influence airport passengers. They’re running late or they can’t find their gate. Maybe they’ve had a negative experience at security. We try to mitigate those factors by creating a stress-free shopping experience. Increasing sightlines to stores and ensuring merchandise is easy to find. We create lots of aisle space to accommodate carry-on luggage. And of course, because we’re dealing with airports, there are always laws and regulations that influence design solutions.
LG: Why is this particular duty free concept unique?
SL: This location is actually a walk-through store so you get all the traffic from customs passing through the store. On the one hand, it’s a phenomenal opportunity for AerRianta, but on the other, it creates a significant divide within the space.
LG: What were your biggest challenges?
SL: We wanted to create a cohesive space despite the obvious pathway through the middle of store. AerRianta was also introducing a higher end product line for this particular location. They wanted a design to reflect that, rather than your typical mid-range airport duty free concept. The base building itself also presented some challenges in that there were obstructions to sightlines that created dead space at the back of the store.
LG: Tell me about your solutions
SL: Well, the first thing we did was address the split in the middle of the store, by installing custom laser cut metal ceiling panels throughout the entire space. We also used one continuous floor finish throughout choosing instead to play with colour to delineate the path. We brought attention to areas within the store where we wanted to draw traffic by maximizing ceiling heights to accommodate graphics and signage. An illuminated archway was used as a focal point to attract passengers to the back of the store where dead zones had existed.
LG: How do you feel about the results?
SL: I’m really pleased with how it’s turned out. It’s exciting and inviting at the same time. It draws you in and makes you want to explore.
