This page: Metal cargo ship containers were retrofitted as summer boutiques. Lined up in a row along the pier and bordering the center’s parking lot, they also serve as a giant billboard thanks to bold vinyl graphics.
Containing commerce
The science center also asked for Bélanger’s help in branding and revitalizing the site’s commercial promenade, a row of boutiques open from May through October. The original concept was to have inexpensive kiosks built, but the Bélanger team suggested that since the boutiques are located on the harbor, why not leverage the vernacular by transforming old shipping containers into service as shops? So 18 of the big metal containers—the kind designed to fit into the holds of huge cargo ships—were painted red and retrofitted as boutiques, complete with awnings, lighting, built-in shelving, and cutouts for sliding doors. The designers also made the most of the boutique exteriors: Lined up along the pier and bordering a section of the center’s parking lot, they created a unique opportunity for highvisibility graphics. So a series of port-inspired pictograms are rendered in white on the bright red containers, creating a huge billboard for the “Alley of Boutiques.” Thanks to the new branding and signage program, the science center is easier for visitors to locate, pedestrian traffic is more fluid, and visitors have a better overall experience, says Jonnaert. “We had this huge building but people didn’t even know what it contained. The new signage system managed to resolve the problem and it has really made a difference.”
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