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GRCD 4020 | Design Systems 2, Group 6 | Summer Semester 2015 Instructors: David Eyman + Kelly Kolar Client: Brewery District Community Urban Redevelopment Corp. Kyle Bennett | El-Asa Crawford | Karen Hatfield | Erin Kline | Jessica Ping
Table of Contents
.01
History of the Brewery District
.02 The Team .03
Discovery
.08 Concept & Strategy
Team 6 | Design Systems II | Summer 2015
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Design Solutions
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Kit of Parts
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System
History of the Brewery District “Cincinnati and Northern Kentucky were, quite literally, built on beer. By the mid-1800s, 36 breweries were producing more than 30 million gallons of beer and digging underground lagering cellars and tunnels. One batch of lager at a time, Cincinnati’s so-called beer barons turned humble brewing operations into beer-making empires that prospered until Prohibition forced them all to close. Few reopened, and nonesurvived consecutively into the 21st century (after operating for 114 years, Hudepohl Brewing Company closed in 1999). In 1860, as many as 36 breweries operated in Cincinnati. By 1889, a fewer number of breweries (23) produced even more beer, collectively brewing 35,700,000 gallons of suds drunk the world over (Christian Moerlein Brewing Company exported beer as far as South America and Europe). In fact, so much beer was made and consumed in Cincinnati that in 1890 it was dubbed the “Beer Capital of the World.” Somewhere between Prohibition, two world wars and urban sprawl, the tunnels beneath Over-the-Rhine, Newport and Covington that brewery workers used to access lagering cellars and transport goods between buildings were all but forgotten. Then in 2008, urban explorers came across original brewery blueprints, curiosity led to jack hammering, and the tunnels were rediscovered. More continue to be uncovered today. Cincinnati and Northern Kentucky’s past is now its present, just waiting to be explored” “Built on Beer: Cincinnati USA’s Brewing History.” Cincinnati USA. Cait Barnett. 2014.
Team 6 | Design Systems II | Summer 2015
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Team: Soul of the Brewery District
Kyle Bennett
Graphic Design: Interaction
Team 6 | Design Systems II | Summer 2015
Erin Kline
Master of Architecture
ElAsa Crawford
Graphic Design: Interaction
Karen Hatfield
Graphic Design: Interaction
Jessica Ping
Graphic Design: Print
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Discovery: Research
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Discovery: Our Analysis
During our first tour of part of the Brewery Trail in the Brewery District we had the understanding that there is quite a vision for the trail that is in the process of being implemented. And through more questions and research we realized the Brewery District does not have to be about the trail, because they are separate. The Brewery District is to create a sense of place and an expierence outside of the trail. We fell in love with the history and aesthetic of this area immediately. We decided to build our concept around this “feeling� that we got while we were there. The last thing we wanted to do was begin removing and replacing things. Our analysis of the Brewery District was to build on what is there and has been there for so many years.
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Discovery: Define the Problem
The Brewery District is currently lacking three major factors to make it a prevalent and active district within Cincinnati. The first is that the area is missing district components. The Brewery District, currently, does not have those visual cues and markers letting patrons know they are in a specific and designated district within Cincinnati. The second is that the communities of the area and greater Cincinnati do not know the historical context of the area, which poses the question: Why should I care? Lastly, the area lacks the feeling of security and safety. The sidewalks are narrow and uninviting and pedestrian pathways are not lit at night, which makes patrons uncomfortable while visiting the district.
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Discovery: Define the District “Area�
As a team we needed to figure out what would make the Brewery District. After visiting the area multiple times it was easy for us to define the Brewery District as an area more than where breweries and the Brewery Trail are located. The area is located within Elm Street, West and East McMicken Avenue, and West Liberty. This is in the center of many different attractions that brings a lot of vehicular and foot traffic.
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Discovery: Define the District “Area�
This area holds so much history of the city that should celebrated, and has a great future. This part of Over The Rhine can be looked over because it is not as full of nightlife as it is just a few street south. But this location has so much depth to it that it needs to be called out. Through research we discovered there are over 50 local businesses and over 40 cultural and civic buildings! As the map shows our defined Brewery District is in the middle of all of this.
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Concept & Strategy: Problem Statement/Summary
1: Lack of District Markers This is our area of focus, and our goal is to help define the boundary, personality, and identity of the Brewery District by creating a unique and localized sense of place that will engage and inform the local communities and the Greater Cincinnati Area. Giving the district a distinct identity will let the locals and visiting patrons know they have entered a historical and modern brewing district. It will separate itself from the retail district of Over-the-Rhine, while blending in to the neighborhood as a whole, like Findlay Market. Engaging the community will give locals a sense of pride and ownership, while encouraging visiting beer and historic enthusiasts to stimulate the local economy. 2: Unaware of Historical Context The Brewery District Community Urban Redevelopment Corporation addresses this portion our problem statement through its work on the Brewing Heritage Trail, which will have public historic markers, facts, and stories. 3: Security and Safety While security and safety is an issue among many areas in the city (and needs to be addressed by the city itself), the Brewery District has areas that lack a sense of comfortability. Our goal is to provide pleasant and comfortable spaces for residents and patrons to hang out and relax. It is not an easy thing to widen streets and poor all new sidewalks, but we want to liven and enhance the areas in a simple clean way that all can enjoy.
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Concept & Strategy: Target Audience
First and foremost, we want the district to serve the existing community and neighborhood of local residents, entrepreneurs, and employees. We want the residents to be proud of where we live and the history it holds. The residents also want to be a part of the exciting changes taking place in the district. Secondly, this area is a tourist destination with some of the oldest brewery buildings in the nation, so our design also has to adapt to fit the needs of those visiting the area. While these guests are not the main focus, they still play a major role in the design of signage and wayfinding.
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Concept & Strategy: Proposed Planning
Within our defined Brewery District we proposed gateways at four locations so people immediately know where they are. We have called out all of the metro and streetcar stops because that is another way people will enter and leave the district. As a team we wanted to make sure to take advantage of that to the fullest. There will also be beer gardens that serve more as pocket parks located in vacant lots throughout the district. Following the system of the beer garden, we are proposing that alleyways will change as well and become a more comfortable area. We have also proposed two locations for a large scale digital mesh display on the side of two buildings.
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Design Solutions: Gateways
Goal & Concept We wanted to incorporate an industrial aesthetic with the materials and structure of the signage. That’s what influenced the wood signs, and then the metal structure. Benchmarking We looked at other cities and districts to get a better understanding of what gateways can be. Chinatown and Little Italy in cities are great examples because it is extremely evident when you enter those districts.
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Design Solutions: Gateways
Materials This is made of steel beams and a wood burned sign in the middle.
1/4” = 1’-0”
Team 6 | Design Systems II | Summer 2015
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Design Solutions: Gateways
Team 6 | Design Systems II | Summer 2015
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Design Solutions: Streetcar Stops
Goal & Concept We wanted to create memorable and enjoyable streetcar stops. We were trying to find the balance between the breweries and our new brand. It was all really about the feel we were going for which is part of our aesthetic and brand, but not too over the top. The photograph we showcase is a great representation of our proposed concept. It is historical Cincinnati meets modern Cincinnati. Benchmarking We searched and looked at other fun metro and streetcar stops. There are a lot of interesting ones out there. Through this research and ideation we were really able to play with how extreme and different we wanted our designs to be.
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Design Solutions: Streetcar Stops
Materials The best part of the structures being built is that they are see through. This photograph would still be transparent so people could see through the glass, but at the same time have an appreciation for the history of this city. The dashed lines indicate where this photograph would be wrapped on the glass. We intended for there to not be room for any other banners or advertisements. Application Our logo would be on the back side because there is a post in the middle on the front side, along with a brewery district sign already.
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Design Solutions: Streetcar Stops
Team 6 | Design Systems II | Summer 2015
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Design Solutions: Signage
Goal & Concept That these signs would share the gateway design. These signs are wood burned and simple as well. Each one will have a clever and cute saying about the district, such as “WE CRAFT. WE BREW. WE MAKE.” We also wanted to create street topper signs that would sit above the actual street signs. These serve as little indications that people are in the district.
WE CRAFT. WE BREW. WE MAKE.
Benchmarking When we first started the benchmarking process we were in love with the style of Arnold’s Bar and Grill. We also looked at other popular districts in cities for how their signage is treated. A great example of that is The Warehouse District.
ZINZINNATI BREWERY DISTRICT CHRISTIAN MOERLEIN BREWERY DISTRICT
Sign Type A-1
MCMICKEN BEER GARDEN FINDLAY MARKET
JOIN THE MAKING.
BREWERY DISTRICT
Team 6 | Design Systems II | Summer 2015
WE CRAFT. WE BREW. WE MAKE.
Sign Type A-2
Sign Type B
BREWERY DISTRICT
Sign Type C
Sign Type D
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Design Solutions: Signage
Materials The banner signage matches the gateways with the wood burned technique. And on those signs there are clever sayings to help create the atmosphere of this district. We had a very clear idea on how we wanted to handle the street toppers. We didn’t want them to be complicated, so we kept them minimal but still included our brand. Application The wood burned signs would attach on either sides of telephone poles. And the street toppers would be mounted above the street signs to work as a simple reminder that people are in the Brewery District.
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Design Solutions: Signage
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Design Solutions: Signage
Concept This is another part of our brand that would be throughout the district. “Brewing since 1812� is not over the top or in your face, but more of a nice suttle reminder. This just really helps brand the district nicely. Benchmarking We looked directly at the area that we mapped out to be the Brewery District for how things have been painted on buildings.
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Design Solutions: Signage
Materials & Application This could be painted in white or black depending on the building that it would go on.
BREWERY
BREWERY
BREWERY
DISTRICT
DISTRICT
DISTRICT
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Design Solutions: Signage
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Design Solutions: Trash Cans & Planters
Concept A district is made up of more than just signage. To really help create a sense of place in the Brewery District trash cans do not have to be replaced, but we have added to them. We have also created potters for plants to celebrate Rookwood Pottery being in this district as well. These proposed concepts could also translate into other pieces to really complete the district. Benchmarking We looked at the smaller details that make up districts which includes: trash cans, planters, benches, and bike racks. Space is already pretty compact in a lot of the areas in the district so we focused more on the trash cans and planters.
BIKE RACKS - Very lacking. Oppurtunity to do something artful such as hop vines or curved beer glasses. A succession of racks could create a small story e.g. beer glass filling up or vines growing up. TRASH CANS - Plentiful but branded by City of Cincinnati; public recycling very lacking. Would it be possible to paint streen cans with green slats with the District palette, or attach small logo on big cans? BENCHES - Many of the sidewalks are narrow so benches are mainly around parks, bus stops or market. There is still oppurtunity to incorporate lighting (safe, warm) and possibly greenery (sustainability interest). PLANTERS - Lacking besides the trees surrounded by concrete. Small planters in District colors made of metal, concrete, or ceramic can be attached to these trees, telephone poles and street lamps. Oppurtunity to recycle beer kegs/barrels.
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Design Solutions: Trash Cans & Planters
Materials & Application The trash cans that already exist in the district would be used, just revamped a little to match the aesthetic. The planters are to celebrate Rookwood Pottery and their history in the area. The planters would resemble pottery or be pottery from the Rookwood Pottery.
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Design Solutions: Trash Cans & Planters
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Design Solutions: Beer Garden
Goal & Concept The idea of the “beer garden” was to provide an untraditional sense of socializing in the sense of its name. This garden will showcase the live ingredients of beer: barley/wheat, hops and water. The Brewery District is known for having a “stoop” culture, where the residents use what little sidewalk space they have as a front yard. The goal of the gardens is to provide a new socializing space for the community and the visitors, which will help open up the sidewalks within the Brewery District. Benchmarking We looked at gardens and pocket parks for our main inspiration. We also looked at beer gardens, but more for layout and seating arrangements.
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Design Solutions: Beer Garden
Materials The garden contains a hop vine screenwall, barley seating planters, a beer barrel fountain, and beer hall style tables. The garden also contains a large infographic on the wall opposite the barley planters that provides facts about the beer ingredients and brewing processes. Application There is not one designated location for the gardens, but multiple site proposals. The multiple proposals provide a sense of flexibility and diversity. The hope is that many of these beer gardens will inhabit the district in the existing vacant lots, and possibly appear when abandoned buildings need to come down.
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Design Solutions: Infographic
Goal & Concept The original concept focused on the brewing process as well as the brewing history of Cincinnati in order to generate excitement and pride amongst the residents of Over the Rhine. And that the infographic was simplified to just the brewing process and ingredients in order to be more visually appealing with less type and relate more to the beer garden that focuses on and includes those ingredients as well. Benchmarking We looked at a plethora of beer infographics from how beer is made to types of beer and so on.
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Design Solutions: Infographic
Materials & Application The infographic would be painted on one of the buildings in the beer garden. This fits the aesthetic we have created for the rest of the district.
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Design Solutions: Beer Garden & Infographic
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Design Solutions: Alleyways
Goal & Concept There are many alleys and smaller streets within in the district that serve as better pathways between major district points that some of the larger well it streets. The goal was to use an obtrusive system that would give these alleys and side streets an ambient enjoyable light source, providing a more comfortable walking path for patrons and residents during the evening hours. Benchmarking We looked at other cities and area to see how alleys and cut through streets are handled.
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Design Solutions: Alleyways
Materials & Application Using the existing structures, a series of outdoor string lights drape over the streetscape, softly illuminating the space below creating a comfortable pleasant walking and biking zone during the later hours of the day.
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Design Solutions: Alleyways
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Design Solutions: Digital Mesh Display
Goal & Concept We wanted to have a large scale digital mesh display on the facade of two different buildings. Only on special occasions or once a week (whatever the time frame may be) the display would show how beer used to be made and also have clips of how it is made today. The videos of today could happen at the different breweries located in the district. Benchmarking One of the main pieces of our research and benchmarking was HBO and them showing what was happening in each room.
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Design Solutions: Digital Mesh Display
Materials & Application A LED mesh would be hung on the facade of the buildings being used to portray the videos.
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Design Solutions: Digital Mesh Display
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Kit of Parts
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System
BREWERY
BREWERY
BREWERY
DISTRICT
DISTRICT
DISTRICT
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System
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Thank You!
Team 6 | Design Systems II | Summer 2015