C U LT I VAT E FOOD HALL + APARTMENTS
TA B L E O F C O N T E N T S 02
INITIAL STUDY PROBLEM STATEMENT THESIS STATEMENT BUILDING STUDY
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PLANNING FLOOR PLANS RCP’S
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BRANDING LOGO MATERIALS + FINISHES
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INTERIOR RENDERINGS
INITIAL STUDY PROBLEM STATEMENT | THESIS STATEMENT | BUILDING STUDY
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P R O B L E M S TAT E M E N T This project encompasses Frank Lloyd Wrights’ A.D. German Warehouse, a 4-story building approximately 4,000 sq. ft. per floor. The renovation consists of a food hall on floors 1 and 2 and affordable apartments on floors 3 and 4. The town of Richland Center, Wisconsin is looking to support local farmers and restaurants by creating a gathering space for the community to taste the native cuisine. The food hall will provide a space for local produce, brews, and eats to be celebrated, while the apartments on floors 3 and 4 provide an affordable housing option to Richland Center residents.
T H E S I S S TAT E M E N T The role of local produce and food is essential in creating the identity of a space along with its positive effects on a small community.
CONCEPT
Crop field mapping is determining the most efficient and effective method for farm layouts. Farmer’s must consider adjacencies of crops so that they can maximize soil building practices, which then maximizes their property and crop growth. This approach allows for flexibility and crop rotation. Farmland is prominent surrounding the site in Richland Center, WI. Similar to the systematic approach farmers take when laying out their farms, efficient and effective adjacencies are fundamental when considering the layout of various food booths within the food hall on levels 1 and 2. Individual food booths allow for flexibility and seasonal rotation. The apartments on levels 3 and 4 also carry out similar layout, with a central opening providing a clear circulation path.
PARTI DIAGRAM A central lane provides easy access to all ďŹ elds and provides maximum flexibility for change in operations and keeps ďŹ eld travel to a minimum. Location of the farmstead near a corner crossroads has the advantage of access to two roads and more than one entrance to the farmstead. The food booths and apartments will line the perimeter while an opening is centrally located, creating the main circulation path.
SUN STUDY The original construction of the building does not allow for ample amount of natural light within the space. A skylight allows light to flood into the space by way of openings in the center of each floor. The openings on each level also encourage central circulation.
The existing building was originally built for the storage of food and produce with little thought about people using the space. Minimal lighting and no existing HVAC system within the interior caused challenges in the proposed design, especially considering the needs of the food hall.
A.D. GERMAN WAREHOUSE The A.D. German Warehouse has been listed on the National Register of Historic Places since 1989. The building is situated on the edge of the historic downtown area in Richland Center, Wisconsin next to the residential area of the town. The proposed design hopes to excite the residents of Richland Center about the historic building that they have previously ignored.
PLANNING FLOOR PLANS | REFLECTIVE CEILING PLANS
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6
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8 10
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D 5
9 11
3 1
C 2
B LEVEL 1 SCALE : 1/16” = 1’-0’
A
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SPACES (1-12) 1
OFFICE SPACE
7
‘HOG BBQ’ Food Booth 2
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STORAGE
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LIFT
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Food Booth 3 9
4
STORAGE
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DISH RETURN
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‘FARM FRESH’ Food Booth 1
‘SCOLA LA PASTA’ ‘FLW’ Bar
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WOMEN’S WC
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MEN’S WC
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PRIVATE DINING ROOM
C O N C E P T R E L AT I O N ( A - D ) A
The main entrance into ‘Cultivate’ food hall. This entrance is for public and tenant use.
B
The tenant entrance into the building. This entrance is for tenant use only.
C
A wide staircase greets the users as soon as they enter the space and encourages them to explore the space.
D
Green walls act as circulation landmarks, as well as hold acoustical properties within the dining space.
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2 3
B
OPEN TO BELOW
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1
A
LEVEL 2 SCALE : 1/16” = 1’-0’
C
SPACES (1-9) 1
OFFICE SPACE
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‘SAMMIES’ SANDWICHES’ Food Booth 6
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STORAGE
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DISH RETURN
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‘SUSHI BAR’ Food Booth 7
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MEN’S WC
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WOMEN’S WC
‘RIVER COFFEE’ Food Booth 4
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‘PABLO’S TACOS’ Food Booth 5
C O N C E P T R E L AT I O N ( A - C ) A
Soft seating allows for users to experience a variety of postures. This space can be used for dining, studying, or conversing.
B
Booths and table are placed along the opening within the center of the space to encourage central circulation.
C
Access to water fountains encourages users to fill their own water bottles.
4 3
A B
OPEN TO BELOW
C 7 5 1
LEVEL 3 SCALE : 1/16” = 1’-0’
2
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SPACES (1-7) 1
OFFICE SPACE
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APARTMENT 2
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LAUNDRY ROOM
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APARTMENT 3
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LOUNGE SPACE
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FITNESS ROOM
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APARTMENT 1 (ADA)
C O N C E P T R E L AT I O N ( A - C ) A
The long hallway acts as an axis within the space, guiding tenants to their apartments around the central opening.
B
Two-story apartments allow for light to filter into the space from the hallway.
C
The fitness room provides a gathering space to create a community space for the tenants.
OPEN TO BELOW
A
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1
OPEN TO BELOW OPEN TO BELOW
B 3
OPEN TO BELOW
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C LEVEL 4 SCALE : 1/16” = 1’-0’
SPACES (1-7) 1
LOUNGE SPACE
2
APARTMENT 1
3
APARTMENT 2
4
APARTMENT 3
C O N C E P T R E L AT I O N ( A - C ) A
Providing a living/lounge room on the second level of Apartment 1 allows for two tenants to have their individual space.
B
Entrances to the apartments on both levels provide an ease of access to tenants who live on level 4.
C
Bathrooms that connect to the both the loft room and bedroom, better maximizes the space.
LIGHTING PLAN - FOOD HALL Focal Point cylinder PRU P400 Surface Bigass haiku Suspended fluxwerx - profile mini Pendant mount tech 700CNDR Exit sign Pendant mount tech 700HELLO3
Reflective Ceiling Plan - Level 1 SCALE : 1/16” = 1’-0’
Dot - pendant RD Focal Point cylinder PRU P400 Surface Pendant mount tech 700HELLO3 Suspended fluxwerx - profile mini Helm - pendant mini copper Exit sign
Reflective Ceiling Plan - Level 2 SCALE : 1/16” = 1’-0’
Focal Point cylinder - Level 1,2
Suspended Fluxwerx - proďŹ le mini - Level 1,2
Bigass fan Haiku - Level 1
Pendant mount tech 700HELLO3 - Level 1,2
PRU P400 Surface - Level 1,2
Pendant mount tech 700CNDR - Level 1
Dot - pendant RD - Level 1,2
Helm - Pendant mini copper - Level 2
BRANDING LOGO | MATERIALS + FINISHES
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C U LT I VAT E Alluding back to the concept of crop field mapping, cultivating land prepares the land for crop growth. Bringing this idea into the food hall, ‘Cultivate’ creates a place to gather and grow as a community. The circle logo juxtaposes the strict geometry of the building while encompassing the idea of bringing the community together as one. The aesthetic of the food hall is simple, using muted colors, drawing attention to the individual restaurant brands and the food itself.
Black R: 24 G: 24 B: 24
Dark Salmon R: 166 G: 103 B: 88
White R: 255 G: 225 B: 225
Light Salmon R: 190 G: 147 B: 132
B R A N D I N G ‘ C U LT I VAT E ’ MERCHANDISE
MERCHANDISE
PACKAGING
Branding the overall food hall is seen through takeout packaging, wooden cutlery, and certain staff uniforms. It is important to take into account the overall brand, versus the individual brands of the food booths. Branding the space as a whole is important in establishing a certain order within the interior.
STAFF UNIFORMS
PACKAGING
DISPOSABLE UTENSILS
STAFF UNIFORMS
DISPOSABLE UTENSILS
FOOD SERVICE A variety of cultures and cuisines are brought to the residents of Richland Center, Wisconsin through the ‘Cultivate’ food hall. Customers will order and pay for their meals at each individual food booth. The food will be served on the same metal tray and branded wooden utensils at every booth. There is one dish return per level of the food hall for ease of navigation and clean-up.
SIGNAGE Signage for each food booth clearly brands the place of business, giving users an idea of what’s sold at each booth. Signage also allows for ease of navigation for the users in the space, allowing them to browse their options prior to choosing a booth to dine with.
Food Booth Elevation - Level 2 NTS
BRANDING FOOD BOOTHS Branding each individual food booth gives the booth it’s own identity. According to survey’s conducted prior, most users prefer to have a menu posted on a wall as well as being able to hold a menu in hand. A menu will be posted on the wall at every booth as well as menus in hand.
M AT E R I A L S Many of the existing materials in the space are raw and untreated, giving the space an industrial feel. The existing concrete and brick are hard, rebarbative materials. It was essential to add softer upholsteries and carpet when considering the acoustics within the space. Other materials added, such as certain tiles, allude to the existing geometry and order of the building.
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Existing brick - painted white
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Existing concrete flooring
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Metal mesh - Cambridge interior systems
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White oak flooring - Armstrong
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Fallbrook Wallpaper - Serena & Lily
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4” x 4” Black tile - Grenada Tile
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4” x 4” Custom tile - Grenada Tile
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A00405 Grey Dune - Interface LVT
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100027 Brushed Shellstone - Interface carpet tile
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105121 Ebony & Ivory - Interface carpet tile
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White Ceramic Tile - Grenada Tile
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‘Bergerac’ Upholstery
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Scott Rug, Tan/Salmon - One King’s Lane
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Spencer in Apricot - Knoll Textiles
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FURNITURE
Blu Dot desk 51 - Level 3
Bolia C3 armchair - Level 2,3,4
Steelcase coalesse enea lottus, Sled Chair - Level 1,2
Steelcase coalesse CH008 - Level 1,2,3,4
Denmark Forum round table - Level 3
Booth seating - Level 1,2
West Elm Work- plinth sectional - Level 1,2
West Elm slope guest chair - Level 1,2
West Elm Work - Sterling Chair - Level 1
Steelcase coalesse Montara - Level 1,2
Plank Mart square table - Level 1,2
Steelcase coalesse potrero - Level 1
INTERIOR RENDERINGS
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FOOD HALL LEVEL 2 Providing a range of seating options allows for users of the space to choose a seating posture that best suits their needs. Also, providing a simple seating layout allows for an ease of navigation and clear sight lines on each level of the food hall. Animal and food wall graphics allude back to the “farm to table� experience that many of the users hope to have in the space.
MAIN ENTRANCE LEVEL 1 The main entrance into ‘Cultivate’ food hall immediately leads to a wide stair in the center of the space. This encourages users to explore the raised level that houses the food booths and central bar. The central ceiling opening to level 2 also encourages users to travel to level 2 of the food hall.
P R I VAT E D I N I N G S PA C E LEVEL 1 Looking to the right as soon as entering ‘Cultivate’, there is a closed off private dining room. This room can be reserved for small gatherings and as a meeting space. When the room is not reserved, guests can dine in the space.
FOOD HALL LEVEL 2 Relaxed seating on level 2 can be used as a study space or an intimate, relaxed gathering place. The variety of postures within ‘Cultivate’ allows for flexibility and comfort within the traditional “dining experience”. Bold wall graphics are placed sporadically throughout the space, bringing a lively and youthful energy into the space.
B O OT H S E AT I N G LEVEL 2 Booth seating along the perimeter of the opening, encourages central circulation, while allowing users to interact with level 1. Alluding to the essential pathways in farm layouts, the hanging black metal mesh ceiling feature deďŹ nes the prominent passageway along the food booths.
FOOD BOOTH LEVEL 2 The individual food booths are branded to the food that is being prepared and sold at the booth. Users will have an immersive experience at each booth. The food booth pictured to left is the Sushi Bar, where users can sit at the bar and watch their food being prepared by the sushi chef.
APARTMENT LEVEL 2 Each apartment is 2 levels, with a stair leading from level 3 to level 4. Level 4 looks over the living room space while the kitchen is placed under level 4. Each apartment has entrances into the space from level 3 and 4, so that each level is accessible from both levels. The double height space in the living room allowed for a clerestory window to bring light into the space from the hallway of level 4.
BEDROOM LEVEL 3 This open, loft style bedroom can be used as a bedroom space and a living space. This bedroom has many modular elements that can allow the room to be transformed from one type of space to another. The wood floors creates a warm, hospitable atmosphere in the living and sleeping spaces.
H A L LW AY LEVEL 3 The hallway on level 4 is again deďŹ ned by the hanging black metal mesh ceiling feature that deďŹ nes the prominent passageway. The skylight above the central opening, floods light throughout the entire building.
REFERENCES “AD German Warehouse.” Versed in Photography, apizm.com/gallery/frank-lloyd-wright-wisconsin/ad- german-warehouse-2/. Anteatery Foodhall. (n.d.). Retrieved from https://rsmdesign.com/portfolio/anteatery-foodhall/. Bhargave, Ashutosh. “Digital Ordering System for Restaurant Using Android.” International Journal of Scientific and Research Publications (IJSRP), vol. 3, no. 4, Apr. 2013, doi:10.29322/ijsrp.8.9.2018.p8113. Ernst, M., and T. Woods. (2018). Marketing Fresh Produce to Restaurants. CCD-MP-21. Lexington, KY: Center for Crop Diversification, University of Kentucky College of Agriculture, Food and Environment Farm Fresh. (2019, September 9). Retrieved from https://feedingamericawi.org/ways-to-give/give-food/farm-fresh/. Morland, Kimberly, et al. “Neighborhood Characteristics Associated with the Location of Food Stores and Food Service Places.” American Journal of Preventive Medicine, vol. 22, no. 1, 2002, pp. 23–29., doi:10.1016/ s0749-3797(01)00403-2. Rindel, J.H. Restaurant Acoustics – the Science behind Verbal Communication in Eating Establishments. Preprints 2017, 2017120011 (doi: 10.20944/preprints201712.0011.v1). Sharma, Amit, et al. “Economic Viability of Selling Locally Grown Produce to Local Restaurants.” Journal of Agriculture, Food Systems, and Community Development, 2012, pp. 181–198., doi:10.5304/jafscd.2012.031.014. Space Allowances & Reach Ranges. (n.d.). Retrieved from https://www.ada-compliance.com/space-allowance- reach-ranges. The New Era of Food Halls - Lifestyle Strategy and Design - architecture and design. (n.d.). Retrieved from http:// www.gensleron.com/lifestyle/2016/8/26/the-new-era-of-food-halls.html. Woo Gon Kim , Soojin Lee & Hae Young Lee (2007) Co-Branding and Brand Loyalty, Journal of Quality Assurance in Hospitality & Tourism, 8:2, 1-23 Yu, H. (2019, December 9). The Psychology of Restaurant Interior Design, Part 1: Color: Fohlio. Retrieved from https:// www.fohlio.com/blog/psychology-restaurant-interior-design-part-1-color/.