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How can you get more people to visit the public library, have them stay longer and borrow more books? Make it a Supermall. People Love Shopping! For the Library of Lelystad we used all rules of the perfect mall to get people engaged. See the results.
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B2C Strategy + Design Case
Public Library ofLelystad!e Knowledge SupermallClient Personnel:Bohemia Personnel:
Marianne ZuidveldMarco de Boer Paul Oram
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SituationIf you’re Dutch, you can not imagine how excited we were. We were asked to position and give identity to the newly built public library of Lelystad. Lelystad built a whole new library, but how do they ensure that they are getting a wider audience than the traditional library member who’s soon to be extinct?
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GoalsAlready 10,000 Lelystad residents are library members. Yet where is the youth? Objective is to achieve 25% more members. "is could only be reached by dusting the rusty character of a repository like a public library.
Target group• Residents of Lelystad who aren’t members, preferably
a younger audience.
• Residents who once were members of Library Lelystad.
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StrategyIn collaboration with interior architect Aat Vos, a concept is developed whereby the library has fewer barriers in both its interior and communications. Core is that people are averse to libraries but they love shopping. Why is that? Simply because in shopping, marketing techniques are used to please the shopper and have him / her stay longer while buying things. We bought the guide to shopping, ‘Why We Buy’, and distilled a few basic rules as a blueprint to the new library.
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ConceptLelystad Library is transformed into a department store like HEMA, Walmart and Carrefour, but where only knowledge can be consumed in the form of books, magazine, CDs, DVDs and such.
New to libraries are:
• the shopping lane (speed track for finding popular books)
• the conveyor belt (drop-o" and pick-up rotating belt for books)
• the shop-in-shop system (themed blocks)
• the ‘ballenbak’ (complete kids’ area in age sections)
• the digital signage (flexible routing signs on screen)
• the shopping baskets
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Visuals!e Knowledge Supermall
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Window Shop"e outside decoration was set up to look like an H&M.
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Shopping Basketsstimulate shopping.
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RoutingAll isles and paths have a minimum width to ease the shoppers.
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Digital SignageAll signs where screens to make the collection flexible.
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Happy MannequinsSeasonal promotions with dressed up mannequins.
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Conveyer BeltTo promote quick in-out a conveyer belt was introduced.
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Conveyer Belt"e belt automatically scans the books coming in.
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Overall set up"e Library of Lelystad is turned into a Knowledge Supermall including food court, shopping isles and ballenbak.
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Results"e number of new members has increased by more than 35%; the target is therefore amply met.
"e Library has really become a center where members not only get their books, but also direct on-site consumption of di#erent media. "is makes it become a vibrant library.
"e new library of Lelystad was chosen number 4 of the most-inspiring public libraries of the Netherlands within a month a$er its opening.
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Make a Mark.For more information: Hugo Kalf [email protected] Roest [email protected]
Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555bohemiaamsterdam.com
