Boulevard of dreams
AN old cash register from the former Boans Department Store in Perth that sits at the entry of the new The Boulevard IGA was worth the wait, says owner James Kelly.
Mr Kelly said it took 18 months for the owner of the register to accept his offer but the item had now become a talking point for customers.
It is also a point of difference between The Boulevard and Mr Kelly’s other 24-hour IGAs, Taylor Road and 2nd Avenue.
While the new 1000sq m shop was modelled on Taylor Road, effort was made to include fresh concepts.
Mr Kelly said he spent hours in Taylor Road with Evan Reeves from Design Theory to get the right measurements, lighting and feel for The Boulevard.
“The brief for The Boulevard was ‘fresh market’,” he said.
“It’s got to be something people talk about so if we can give them that wow factor they go away and talk about it.”
Mr Kelly said they also wanted to create a ‘five senses in five seconds’ experience for shoppers.
The Boulevard has a fresh juice bar open from 7am-7pm and a $50,000 tortilla machine that was imported from the US.
Mr Kelly said the tortillas were made daily and they were already struggling to meet demand.
“We want to develop more recipes and gluten free tortillas.”
The Boulevard opened about a month ago and adds to the Boulevard shopping centre in City Beach that was rebuilt after fire destroyed it more than two years ago.
“There’s a fantastic vibe around here, it’s a real neighbourhood centre,” Mr Kelly said.
The Boulevard IGA owner James Kelly.