BRIEF, CONCEPT, CRITERIA

BRIEF

Transform the first floor of an Interwar Palazzo style automobile club into a social hub for private members club Soho house. The design must uniquely reflect the Soho House values of ‘creativity’, ‘community’ and ‘diversity’ to bring together “creative souled individuals” into one unified social atmosphere. The project ambition is to solidify Soho House’s expansion into the Southern Hemisphere, and establish an invigorating creative hub for members to interact, evolve, create new ideas, and make an impact. The design must reflect the history and atmosphere of central Sydney, through an emotive design approach which embraces the historical and emotive contexts of the site. The design must integrate dining, socialisation and creativity to establish a versatile networking environment for members to flourish, central to the Soho house experience. The proposed design must be sustainable and demonstrate use of locally sourced materials and furnishings, reflecting an appreciation of Australia’s craftsmanship and natural landscape. A maintained focus on Wels rated appliances and green star certified materiality is required for an environmentally considerate design approach. The scope of work includes main reception, coat room, kitchen, bar, dining, lounge, toilet facilities and private dining spaces.

CONCEPT

Conceptually, Soho House Sydney seeks to marry the historical context of site ‘Sydney Automobile Club’, with the progressive Soho House values of creativity and innovation. Entwining the rich historical context of central Sydney, with a contemporary design direction, the space embraces Soho House’s focus on emotive, “feeling-focused” design. Underpinned by the key brand values of ‘creativity’, ‘community’ and ‘diversity’, an integrated design approach, which embraces historic and contemporary features, draws in Soho House’s creative, city-dwelling demographic. In line with Soho House’s existing ethos, the design demonstrates an appreciation for Sydney’s urban and natural landscapes. Bringing the exterior environment inwards, the space highlights the culture, structures and organic forms of Sydney and greater Australia, to establish authentic connections between the city and Soho patrons. As a reference to Sydney‘s historic architecture, innovative usages of sandstone flow throughout the design. Drawing from the ridges of sandstone as a natural material, its dynamic curves inform an undulating design approach, which manipulates traditional materiality to suit a contemporary design context. The integration of high-shine materiality and curve-linear forms highlights the past automobile focus of the site, expanding on the arched contours of 1930’s automobiles. Contrast between rigid stone features and curvaceous high-shine materiality entwines historical appreciation with contemporary relevance and luxury, to uplift patrons in an invigorating social atmosphere.

kirstin Mckee, 2015

CRITERIA

To fulfill the brief of Soho House, this restaurant design must integrate thoughtful materiality, innovative spatial planning, and restaurant functionality, to create an invigorating social atmosphere. With focus on human interaction and networking, the space should encourage users to converse and be present in a captivating social environment. The space must consider the needs of patrons and staff, to ensure functional ease and flow, allowing for a seamless and comfortable dining experience. A contrasting colour palette of deep rust and subdued green echoes the tones of Australia's natural landscape, communicating with stone materiality to highlight the heritage of the site. Further referencing the hues of a large stained glass dome situated on level 3 of the building, the colour palette directly displays an appreciation of the heritage character of the site, consistent with City of Sydney guidelines. An abundance of stone materiality will reference the external facade, reflecting characteristics of the Interwar Palazzo building style. Integrating rough cut sandstone surfaces, Tasmanian timber and textured concrete finishes, the space will uphold an appreciation for Sydney’s natural landscape, central to Soho House developments. Contrasted with high-shine metal surfaces and curve-linear forms, the space will celebrate the site’s initial function as ‘The Royal Automobile Club of Australia’. Spatially, the design reflects a focus on collaboration and interaction, bringing a diverse group of members together into one unified environment. Upon entry, members are greeted immediately by a reception desk and adjoined coat room, to provide functional convenience. The main restaurant consists of small and large group dining areas to cater for an array of dining experiences. Smaller group dining areas are predominantly located on the North wall, to minimise humidity as a greatly sunlit area. Larger group tables are located towards the south, along with the kitchen and amenities, to minimise heat from food preparation and large groups. Curved lounge seating emphasises the social focus of Soho House’s brand identity, unifying small groups through connected seating. Central to the space, communal high tables encourage patrons to sit, stand and converse, drawing members together to network and interact. A bar and adjacent lounge space at the rear of the site encourage patrons to unwind and depart from the bustling Sydney city lifestyle, fostering networking and real-world social interaction. Overall, Soho Sydney will show appreciation for the existing historical fabric of the site, and transport users into an invigorating social atmosphere to network and grow.