Melbourne, VIC
MCG EXPRESS
FAST FACTS
The MCG Express introduces a groundbreaking concept at the Melbourne Cricket Ground, offering customers a seamless, checkout-free experience. This innovative project required the development of a new brand that honours Melbourne and the MCG’s rich heritage while presenting it in a fresh, contemporary manner.
MCG EXPRESS
Melbourne, VIC
Project Brief
The MCG Express represents a groundbreaking concept for the MCG, offering customers a seamless, checkout-free experience. The project required the development of a new brand that would honour Melbourne and the MCG’s rich heritage while presenting it in a fresh, contemporary manner. Drawing inspiration from the contrasts inherent in Melbourne’s vibrant cityscape, the design features a dynamic palette of teal and purple, reminiscent of the illuminated city skyline at night. This modern aesthetic is complemented by concrete textures and metal cladding, paying homage to the iconic architecture of the MCG.
Project Innovation/Need
MCG Express marks a significant milestone as the first Zippin site in Australia, introducing pioneering walk-in, walk-out technology to the Melbourne Cricket Ground. This cutting-edge system allows patrons to enter the store, select their items, and leave without traditional checkout lines, enhancing convenience and reducing wait times for improved customer satisfaction.
The design of MCG Express includes a spacious cool room with rear-loading fridges, ensuring beverages are well-stocked and easily accessible. A rear kitchen with a hot shoot counter facilitates rapid replenishment during peak times, such as quarter and half-time intervals, meeting patrons’ demands swiftly and efficiently.
Striking signage plays a pivotal role in capturing consumer attention and enhancing the overall aesthetic. Neon signs, inspired by Melbourne’s iconic laneways and vibrant nighttime skyline, are prominently displayed against a backdrop of concrete render. This blend of modern city vibes with the historic essence of the MCG is complemented by a dominant teal surround colour, creating a visually striking contrast with the neutral concrete.
By combining advanced technology, efficient design, and visually engaging elements, MCG Express sets a new standard for customer experience in food and beverage service at the Melbourne Cricket Ground.
Design Challenge
MCG Express was meticulously planned to minimise or eliminate queuing, enhancing the customer experience for those on the go. Adhering to Zippin’s design parameters was essential for the optimal functionality of the walk-in, walk-out system, which relies on clear views of customers and products to accurately track selections and automate the checkout process.
High glass barriers were strategically implemented to streamline traffic flow and enhance security. These barriers guide patrons efficiently and prevent disruptions to the system by stopping drinks from being passed over. The use of glass ensures customers have an unobstructed view of the beverages, aiding quick decision-making and maintaining the venue’s aesthetic appeal.
Additionally, all beverage cans must be opened before patrons exit, complying with stadium policies and enhancing safety. A designated bench area was incorporated for this purpose, featuring clear signage instructing patrons to open their cans. This signage, placed above the bench, ensures visibility and ease of understanding, guiding patrons through the final step of their purchasing journey seamlessly.
By addressing these design challenges with thoughtful solutions, MCG Express combines cutting-edge technology with practical, user-friendly design elements. This ensures a smooth, efficient, and enjoyable experience for all patrons, setting a new benchmark for food and beverage service in large venues.
Sustainability
The sustainability strategy for MCG Express focused on minimal material use and integrating eco-friendly practices. The fitout prominently featured Laminex Surround panelling due to their sustainable practices, Green Tag Certification, and support for responsible forest management. Laminex’s manufacturing facilities hold PEFC certifications, ensuring traceability of certified wood products. The design preserved existing cooking facilities, ceiling, and lighting, building around the existing counter line. Illuminated signage used long-lasting neon flex LEDs, and existing mechanisms for closing the space after hours were maintained. Digital directional and menu signage allowed easy updates without reprinting, further reducing waste.
