TAB The challenge was to update the traditional, all male, working class, dingey TAB interiors that did nothing to attract new customers. With an increasing emphasis on sports betting and new technology the TAB has an opportunity to attract a new, younger, urban and sophisticated customer. Key elements would include opening the interior up to the street to show that it is an inviting, attractive and modern retail environment to spend time. Also important was to create a ‘store within a store’ approach with the modern 'sports area' open at the front and the more traditional 'racing area' at the rear. While the TAB wants to attract new people to its retail outlets it was also important not to alienate the existing core of fundamentally racing based punters. The ‘Racing Area’ therefore needed a more ‘traditional’ gentleman's club feel that was both a warm, familiar and updated version of the existing fitout. Materially, this was achieved with the use of dark timbers and earthy tones to reflect the racing culture while incorporating the new LCD TV's, LED boards and large ‘graphic’ boards to take the printed race listings. The Sports area is a departure from the existing fitout creating an inviting, contemporary feel that is visible from the street.The materials and graphics are bold and strong taking their inspiration from the Silver Fern and the All Black icons that are so strong within our sporting culture. Large LCD screens facing the shopfront will play out large moving sports images to attract attention. Touch screens replace pin boards catering to a sophisticated and savvy urban customer. Click on the images below for a better view.