POP UP STYLE HANNAH MORIARTY S3281202
STAGE 1 THE PROCESS. THE COURSE OUTLINE: “To design and project manage the creative process and realisation of a ‘pop-up’ restaurant, using spatial shell and a client guideline.” The site we’d been assigned was Odessa Creative Space, a warehouse gallery in Fitzroy. The space is a typical ‘white cube’, but with the old warehouse style it has an edge. Our clients are gallery directors Lizzie Hollins and Hana Davies, and ‘pop-up’ restaurant chef Francesca Woods. The group I was assigned to consisted of Alis Garlick, Carli Popplewell, Giselle Hernandez and myself. This was to be an exciting venture as I had worked previously with Alis and Carli and have found our aesthetic styles are similar and our group working ethic is strong.
Our research started straight away, I began noting all memorable dining experiences with special detail to oriental styles and table settings. I have a long hospitality background and have found that the outstanding places seem to have the most attention to detail, right down to the salt dish. Cutler & Co, Cumulus Inc. and Golden Fields are all part of the Andrew McConnell group, their attention to detail is impeccable, interior fit out, lighting, table settings contribute highly to the overall experience of the restaurants, they have become total works of art. Izakaya Den is also a great inspiration with their high detail in the presentation of the meals.
Andrew McConnells Cutler & Co Opposite: Goldenfields
I also researched into place setting etiquette in the Chinese, Japanese and Korean cultures, we were interested in making the place settings unique, tactile and intimate. We thought hand making plate and dishes would be a lovely touch we were interested in Fimo, paper machĂŠ, and ceramics. We thought it might be a wise idea to split the space into two and create and restaurant and bar space. In our bar space we wanted to create an immersive lighting experience. We researched and tested ideas such as rope lighting and an amazing RBG wallpaper pattern we had heard rumours of.
inspiration from blogger â€œhello sandwichâ€? Opposite: Plastic fantastic bowls/cups
I contacted all the people I could to try and get a head start on sourcing alcohol, music and general help. I made several enquiries to breweries, wineries and alcohol suppliers including Southtrade spirits, De Bertoli Wines, Jam Shed Winery, White Rabbit, Little Creatures, 3 Ravens and also contacted a few DJ possibilities. Keeping all my options open so we werenâ€™t tied into anything in the early stages. We thought we could design a few Asian inspired cocktails to start the night and match the theme of the food.
The proposed Northside cocktial
After much research and deliberation our concept was starting to take shape our first statement is as follows: “A series of “hand crafted” installations to which, perform as a social platform, facilitating a unified eating and design experience at an interactive and intimate scale. Our concept aims to embody this idea. Through the use of colour & oriental kitsch we aim to encompass and deliver a playful, energized & experimental eating and drinking environment. We will introduce ideas of oriental etiquette and theories such as place making. Our concepts involves segregating the two spaces into a bar and dining, with a sit-down degustation capacity of 40 and 40 for bar. Tickets will be available for both spaces which will still allow the 6000 budget to be met. Some of the main justifications behind this decision are ticket pricing, demographic, design compromise and walk in potential, as well as developing an interface which provides elements of wonder to generate a rich and engaging discourse. A series of handmade instillations aim to remain relevant to both our discipline and the context in which we deliver it aims to showcase our skills as students as well as art and design in the local area. We propose a menu pack where each person will receive an opportunity to take away a memory as a keepsake from both eating and instillation experiences.”
WE BECAME KITSCHÉ. This derived from our original inspiration of the oriental kitsch….add an ‘e’ and a ‘flick’ and you have Kitsché! Our dear friend and talented artist Kate Gagliardi designed a logo for us.
For our mid-semester concept pitch we kept with our original proposal, only strengthening the main ideas such as RBG wallpaper and rope lighting, oriental table etiquette, macramĂŠ which would be the basis of the hanging rope lighting structure, blog for advertising, graphics such as invite, flyers and posters, plus potential cocktails, DJâ€™s and sponsors.
RGB Wallpaper print Opposite: First logo sketch
STAGE 2 FINAL CONCEPT DEVELOPMENT. Our Kitsché concept was chosen to develop and eventuate into the final restaurant design. Adoptions to our proposal had been made so the end tasks we were given are as follows:
Rope lighting instillation in maid dining area
Continue on with blog
Graphic layout – invites
Advertising Threethousand & Broasheet
‘Black Coffee’ pop-up
Few. Yes overwhelming. But nonetheless we got to it.
Scematic design drawing
ALCOHOL SPONSORS I quickly followed up all my alcohol. One came through quickly and we were successfully donated 4 dozen bottles of wine, no strings attached which was a bonus. Beer on the other hand was a little trickier, the larger breweries were not prepared to sponsor, but would give a discount as the event was not large enough – advertising for the sponsor is key. The smaller breweries couldn’t donate because they simply couldn’t afford to, but were also willing to give a discounted price. I had a new potential sponsor on the cards – Ketel One Vodka. We had to pass on our press release as soon as possible as the opportunity could slip away. That meant we had to create a press release! Ketel One Vodka decided to follow through with the sponsorship at the last minute, so two cocktails were designed – “So Kitsch” and “Green Tea I Scream” for a drink on arrival and dessert. I prepped two different syrups to be added to the cocktails – lemongrass and kaffir lime.
PRESS RELEASE The final press release is as follows:
OPEN 18TH-19TH of May 2012 A
Odessa Creative Space 395 Gore Street Fitzroy 3095 0404 980 595 email@example.com
TICKETING Please note the restaurant opens from 6.30pm, followed by the bar at 8.30pm.
Odessa creative space and the faculty of architecture and design presents KITSCHÉ - Pop up restaurant and bar, a temporary social platform, facilitating an immersive eating and design experience at an intimate scale. Utilising experimental lighting techniques, a series of conceptual installations will challenge perceptions, constructing a new way to experience food and wine through creativity and design. The restaurant will feature a number of innovative installations by up and coming Melbourne designers. Throughout the duration of the evening the space will evolve, revealing a nuance of dynamic displays that will take guests through a series of sensorial journeys.
CONTACT Hayley Pilbrow E P
firstname.lastname@example.org 0404 496 820
Chef, Francesca Woods has complimented this appetite for design with an array of complex fusion dishes to entice the pallet, accompanied by a wealth of Victorian sources beverages. For those seeking a unique and visionary gastronomic experience, the faculty of Architecture and design are please to present KITSCHÉ – an ephemeral collaboration of the senses through the world of contemporary food and design. To find out more and to purchase tickets, visit www.popupkitsche.tumblr.com
ROPE LIGHTING INSTILLATION IN MAID DINING AREA.
We needed to source enough rope needed in our instillation. We estimated 100m that would separate to become 200m – we later found out that this was hugely underestimated. We found BCF (Boating Camping Fishing) in Coburg that could supply us with 150m within a week, this became the safest option so the rope was freighted from Sydney.
CONTINUE ON WITH BLOG
The blog was updated with the new features to the restaurant as they arose; we began to advertise with the blog as a source for the customers to find ticketing and booking information. We also created a “Facebook event” inviting all contacts possible to spread the word. Our Facebook event became a source of advertising and notifying attendees of performers and sponsors.
The initial required eatery concept was researched and the stockists including Daiso & Mhin Phat, were passed on to our tutor to collect. The menu graphic and stock was chosen and constructed when all meals and sponsors were finalised.
GRAPHIC LAYOUT â€“ INVITES
Because of the impossible work load we had attainted the graphic font and layout were passed on to other groups to finalise.
Because of Image Box sponsorship falling though we decided to colour print and paste up the wallpaper ourselves. We measured the wall dimensions and altered our original graphic to fit. Cost restrictions made it only possible to past on one of the walls in the restaurant (this became a godsend).
Our glasses design was passed to Genevieve to laser cut and insert lenses.
ADVERTISING CONTACTS THREETHOUSAND AND BROASHEET We had a write up in Threethousand the week of the restaurant!
Our write up on threethousand 10.05.2012
‘BLACK COFFEE’ POP-UP Mark Free was contacted and excited to pop-up at Kitsché
Black Coffee’s Marck Free Opposite: DJ James Mannaing
DJâ€™S Contact was made with a dear friend James Manning of TEA and my musician cousin Josh Moriarty of Miami Horror, they were locked in and keen to play.
SET UP THE FINAL WEEK. The ‘bump-in’ or restaurant set up was hectic. The rope had arrived and we were challenged to learn how to tie it as we had proposed. After many hours and many late nights Alis, Carli and I conquered several difficult styles. But the estimated amount of rope had turned out to be very minimal. Due to a fall through with the led rope lighting we were able to ‘invest’ in some extra rope we bought another 100m. The knotting process. Opposite: The pieces were kept in bags to keep them protected fromt he dirt
FIxting the structure together. Our helper JB And the final rope structure
The next issue arose of how the rope was going to attach to the ceiling. A trip to Bunnings, and we had found a hanging apparatus. Another late night at the studio was spent attaching the rope to the steal lattice. I called in a handy man friend who came to help us attach the structure to the ceiling. After much struggle we figured out a simple method.
Carli joyful the rope knotting is over
We next had to paste up the wallpaper, we made a flour based glue that we hoped would be easy enough to peel off when we were finished (thankfully yes it was). The paste-up was a three man job. Alis, Carli and I tackled the wall with a ladder, roller and a heck of patients. The last step to complete our instillation design was the lighting. We managed to source on free programmed RGB light and hire four more. We tested the lighting the night before. The success was such a relief, it was truly mesmerising.
Testing the RGB Wallpaper Opposite: The paste-up
The Shelletteâ€™s were an amazing wstart to the night.
Before the night started Sean Baxter our alcohol rep taught the bar team how to execute the cocktails. Sean and I pre batched the drinks so they were ready to go when guests started to arrive. I was on the bar team, so for the two nights I prepped drinks and made them to order, along with attending to drinks in the restaurant area. When our bar service was over we lent a helping hand to the waiting team, helping with clearing and general tidiness of the space. Then we got to the pack up - so many dishes! So we hid ourselves in the bathtub and got cleaning.
The prep for â€œSo KItschâ€?
The table setting Opposite: Final restaurant layout
There were many last minute dashes for drink ingredients, beer and extra alcohol. There was much confusion of who was doing what leading up the opening, guests arrived and drinks hadnâ€™t been made. It was chaos. Everyone was very understanding and seems to be enjoying themselves from the get go.
Seeing the restaurant in action made all the stress and pain fade away – it was truly a success. The instillations looked amazing, the RBG wallpaper transformed the room into a truly “immersive light space”. The table layouts were effectively minimal and the music was incredible, it merged with the beat of the lighting.
Photography taken throughout the event.
The cast shadow Opposite: The RGB wall in action
The Friday night was more reserved and controlled. All the diners were blown away by the effort in detailing. Saturday night more of a party night, it was nice to see a dance floor and people having a good time, it was unfortunate however to see our restaurant fall apart. The instillations were being put through some rough love. It was overall though two very amazing nights and I was so proud to see our proposal in action.
THE CLEAN UP (BUMP OUT) Oh the horror. The gallery was the pits. The clean up was tough, I donâ€™t think there was enough help overall from all the team. It was a hard time for everyone as other projects were due. It was so scary to see mess everywhere. But we got to it, 2 days of scrubbing and one broken arm (poor Gen) and the wall was back to white. Our rope installation came down easily enough, some scary ladder action and a crash bang finish. We cleaned up the whole place, leaving only rubbish remaining and walked out of there exhausted but happy.
The aftermath, wallpaper scraps
Pop-up Style was an amazing experience. The fact that our design was to be realised and executed was exciting. The course wasn’t easy, it was real life and scary. We had to undertake many responsibilities and varied job roles including project management, music management, media consultant, tradesman, graphic designer, instillation artist, paste-up artist, macraméist, lighting technician bar tender, waitress, cleaner and many more. As individuals it was essential that we were quick thinking and acting, with creative and original ideas that were well thought through and realistic. It was crucial that we could work constructively in a group, as the final restaurant needed involvement from everyone and sometimes heavy direction. At times direction and organisation of the group was problematic, the project could have worked more smoothly if there was an even divide of the work load. Odessa creative space made it possible for KITSCHÉ to be a successful pop up restaurant and bar. For two nights Odessa was transformed into a fully functional temporary immersive dining and design experience with impeccable detail. KITSCHÉ involved 120 people in an experimental intervention. This is a true accomplishment.