Week 10

EXCURSION TO... 

VICTOR CHURCHILL 

FINE FAMILY BUTCHER. EST 1876
http://www.victorchurchill.com/

So this excursion was very purposeful in relation to our next assessment where we are looking at  aspects of cultural change and the consequent design innovations, in this case the shopping experience is enhanced by design.

As soon as you arrive at this place along Queen Street in Sydney the shop front stands out because of it's simplicity and 'olden days' touch. The 'sausage string' handle is inviting the customers in. The experience is enhanced by several factors that after being in and observing this Butchery adds up to a pleasing after thought of such a business linked with so much unconventional yet inspiring design. 


The first thing that caught my eye as i walked in wasn't the meat or the butcher carving up the meat, it was the front display of a bag of herbs under a glass case focused on by about a dozen or so cameras with the image displayed on screens above.

This as the host told us was inspired by a display in American Louis Vuitton store of a handbag, I am impressed from the front door. The store is very clean and elegant, which contradicts all my thoughts and feelings of an open-kitchened butchers. The butchers working away behind a glass wall is intriguing as a feature when you walk in, revealing the transparent part of the trade and how skill full it truly is.

Every detail in the store was thought through thoroughly. The real marble floor has been grouted and grooved for purposes of grip in essentially a kitchen. A real sand-stone wall is present in the front kitchen, as well as a fur wall in the back kitchen (although hygiene is a priority so this is all enclosed behind a glass wall) very interesting and engaging. A rock salt wall that serves a purpose as well as looks aesthetically pleasing, it keeps the air dry and moisture off meat preventing any bacterial growth. These features are just a few of many that create such a inviting and fascinating atmosphere. 

As our host told us, they are always busy. Although all the products are about ten dollars dearer than normal super markets people come in, either to buy the meat they know is highly good quality and happy to pay the extra bit or to enjoy the bizarre design. Of all the people that do come in, he said that only about 25% buy produce, they are getting enough people in to support the business.The product, visual effects and staff allow for a successful business. Everyone has great integrity, because they know the quality of the produce everything is produced in the store daily. 

The older style of the store is  in contrast with the contemporary technology and experiences. An ipad is present at the counter that helps assist customers in choosing the right type of meat from whichever animal they wish (an interactive experience) engages the customer. The staff also hold events, thats catering for events such as conferences and also cooking classes after hours. 

Everything about the store attracts the customer an once inside the rest cannot be dismissed, it is an amazing use of design in every detail within the store. Within our contemporary society we strive for the unique and appealing product as well as the experience and Victor Churchill's butcher certainly does this. 

Preconceptions of butchers are unquestionably changed after a visit to Queens Street, Victor Churchill's Butcher.