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To create a dynamic and modern gathering place for the everyday coffee lover and the creative individual. Based off the Bauhaus Design ideals of simplicity, quality, and unity, Haus 19 seeks to serve and influence the art and cultural community of the Upstate.
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SIMPLICITY
QUALITY
UNITY
VISION
Coffee drinkers do not just consume a beverage, but live a lifestyle. Haus 19 seeks to meet the needs of the growing Greenville South Carolina area, by providing a specialty coffee house geared to those who appreciate the craft of coffee and the beauty of art. Specialty coffee shops have become a gathering place for those who view coffee houses not just as a place to get a great drink, but a place to experience a particular atmosphere that the coffee house embodies.
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VISION
We want an open space to provide our customers a place to gather and celebrate the arts. Additionally, we also strive to provide studio spaces for artists, designers, and photographers to work and create. We fused these two ventures because we believe that creativity and business must be united. Our coffee house and studio, although the same building, are each geared toward a specific and different audience. Our coffee house is geared toward the everyday consumer, while our studio workplace is for the full time creative.
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THE BAUHAUS
To further understand our business model, one must first understand the history and philosophies of the Bauhaus. The Bauhaus was the most influential modernist art school of the 20th century, one whose approach to teaching, and understanding art’s relationship society and technology, had a major impact both in Europe and the United States. The Bauhaus was founded in 1919 in the city of Weimar by German architect Walter Gropius (1883–1969). Its core objective was a radical concept: to re-imagine the material world to reflect the unity of all the arts. Gropius explained this vision for a union of art and design in the Proclamation of the Bauhaus (1919), which described a utopian craft guild combining architecture, sculpture, and painting into a single creative expression. Gropius developed a craft-based curriculum that would turn out artisans and designers capable of creating useful and beautiful objects appropriate to this new system of living.
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THE BAUHAUS
The faculty were all artists and designers and taught classes on, “fine art, industrial design, graphic design, typography, interior design, and architecture”(The Art Story). Bauhaus, a German word meaning, “house of building” was founded in 1919 and lasted until 1934 when the Nazi’s burned the school and tried to eradicate the thoughts and ideals of the Bauhaus.
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THE BAUHAUS
Although the Bauhaus was shut down, the artist and influence traveled to the United States and across Europe, eventually sparking the modern art movement. Haus 19 seeks to not only be influenced by the aesthetic and design of the Bauhaus, but it’s philosophies as well. Taking their basic course ideas, we have modeled our business approach to their educational structure.
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PHILOSOPHIES
Bauhaus Philosophies: Form Follows Function There is a connection between Color and Shape. Clean, powerful typography matters. Share and Collaborate. Our Philosophies: Additive Elements follow Basic Elements, in both our aesthetic design and our coffee, we seek to display that less is more. There is always a connection between art and business. Although these two worlds seem to conflict, there an underlying connection in which both must work together to operate and work with, and off, each other. The small things, however insignificant, have power. We believe that every detail of our shop and every product we create, are significant to our mission to become successful. Share and Collaborate: Not only do we encourage the artists to share and interact, but the interaction of everyone who walks through our doors is extremely important to our business.
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WHY HAUS 19?
We believe that we must admire every day objects. Whether that be products, art, or coffee, everything must be beautifully designed. We bring a new aesthetic to the coffee business as we use lines, glass, metal, and bold color to create a Bauhaus inspired setting. Art and coffee are our business.
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PROCESS
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COFFEE & STUDIO
COFFEE HOUSE & STUDIO
STANDARDS
The way we present ourselves, our image, our brand is a visual representation of who we are. On all packaging, signage, designs, etc, we uphold certain standards to present a unified image. The Haus 19 logo may be scaled down or up, but the height/width ratio cannot be altered. Do not attempt to remake it using computer software. Logo cannot appear in any colors other than pure black (000000) or pure white (FFFFFF). Logo has to appear on black, or white, background. Typefaces used are Jappokki for the logo and Akzidenz-Grotesk for headers and body copy. Brand mark can be separated from logotype and tagline, but the logotype and tagline have to stay together.
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COFFEE
Haus 19 is focused on bringing the best products to customers in a beautiful way. The first way we strive to do this is through our coffee. As a coffee house, we look to create an visual environment that compliments every smell and taste our customers experience. Just as with every coffee shop, we want to provide a product that people fall in love with and want to continue coming back for. Coffee should be enjoyed in the best way possible, so at Haus 19 we wish to create an environment that people are mesmerized with and a great cup of coffee that customers can be enamoured by and fall in love with
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CUSTOMERS
The first way Haus 19 seeks to provide the best service to our customers is we want to make sure we understand our customer base. Haus 19 is looking to be placed in the beautiful Greenville, South Carolina. Greenville South Carolina has a wide variety of customers to offer who can truly appreciate this shop for what we want it to be. The audience we are seeking to reach are people who are closer to the age range of 18 to 34 years old. The crowd we are seeking to market our products for are younger. We want to create an experience that caters to local residents, college students, business workers, travelers, and tourists.
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FLAVORS & MENU
At Haus 19, we believe in serving fair trade coffee to our customers. We exist to make an atmosphere where our customers can enjoy themselves, and we want to make sure that experience is ensured by buying the most ethical and rich coffee beans. From the farmers that grow the products, all the way to the hands of our baristas who serve the products, quality is vital. Because of this standard, we partner with local bakeries and artisans to provide fresh food and homemade baked goods to our customers. We stress simplicity and offer our coffee in only one size. We seek to focus on the essentials when it comes to coffee flavors. We whole-heartedly believe that the coffee should speak for itself. Because of this belief, we endeavor to present coffee that does not need to be added to, or shadowed by flavors or preservatives. If a product is good, it should speak for itself.
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PRODUCTS
In an effort to make Haus 19 a memorable time for all our customers we will also provide goods to be bought. Haus 19 will not only sell bags of freshly ground and whole bean coffee, but Bauhaus inspired products as well. The Bauhaus has become known for industrial design and product design. Because of this we will offer direct replicas of teacups and teapots that were designed by Marianne Brandt and Eva Zeisel. There will also be mugs with our logo on them and locally letterpressed notebooks and pencils that incorporate Bauhaus inspired designs on them.
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STUDIOS
Not many coffee shops offer something that we plan to offer. Many coffee shops offer work spaces for people to sit, work, conduct business, and such. However, almost no coffee shops offer an actual studio space for artists to come and work in to the capacity they need to. We want to invite people to take part in the thriving, growing, and beautiful city of Greenville, South Carolina. Creating a generation of technologically savvy and creative individuals, Greenville is a perfect place for artists and designers to create. We desire to build a space that influences, inspires, and integrates artists from all different backgrounds and work styles. With beautifully designed architecture, open spaces, and natural light, Haus 19’s studio space is the perfect setup for the technology based designer and the traditional artist.
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ARTISTS
Haus 19 wants to provide a studio space to artists that are unique, inspiring, and incredible. Our studio space is really geared towards an audience of both male and female artists between the ages of 20 to 40 years old. We want to create studios made to cater to traditional artists, designers, photographers, etc. who are located in the upstate. This would be an opportunity for them to use a studio at their will and treat it as their own, but not feel that they were just working from home.
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WHY
Why a studio space? This is a very common question that is asked looking at Haus 19, but this is why we have the answer. Studios allow creatives to feed off of each other, their surroundings, and those around them. They can also gain exposure from coffee enthusiasts who otherwise might not have a chance to see any of their work. The studios come with free wifi and 2 free cups of coffee a day. We provide gallery wall space for all the artists that work in our studios so they have an opportunity to gain momentum in their professional outlets and sell work. The studios also offer networking and business exposure. By working in an environment with people and resources right outside the door it gives them a chance to meet plenty of new people and even be hired on the spot. Finally, Haus 19 studios provide a professional atmosphere and environment to work in while being separated from the feeling of being stuck working from home.
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PRICING
There are two types of studios offered at Haus 19. The first studio set is a community area upstairs that costs $250 a month to work in. It is set up with a decent number of standing desks with studio chairs in an area ready to accommodate all sorts of designers and artists. The second type of studios are private studios that can be rented for $450 a month. While this price does seem a little steep at first glance, the space is large and it is treated as if the person renting the space actually owns the space. They have the freedom to use the studio as needed as long as nothing is damaged, or ruined. They come with standing desks, chairs, and more than enough space for the artists to feel as if they are home in a studio where they belong.
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APPLICATION
Applying to actually use a studio is a fairly simple process. There is a small, simple contract that is signed between the artist and the owner stating that the artist wants to use the space. The first month is half price, followed by a three month commitment. This allows the artist to have a chance to fall in love with the space and see how naturally he or she can function and work in the space. The artist the recommits every three months as needed for their work, projects, or desires. It is meant to be as easy going as possible, so the artists do not feel pressured or constrained to deal with the studios in a manner that they do not enjoy.
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D S U A H
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INSPIRATION
We intend to incorporate some of the traditional elements of the original Bauhaus structure into the architecture of Haus 19. Walter Gropius, who was the designer of the Bauhaus building in Dessau, designed the building using steel, reinforced concrete, and glass. The same materials will be used in the construction of Haus 19. We have also pulled inspiration from the geometric graphic style of the Bauhaus, which depended on shapes and simplicity to form. The goal of our design is to create a space that has Bauhaus elements and focuses on the Bauhaus philosophy of “Form follows Function�.
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DESIGN IDEA Main Floor plan
The design of the building is focused on three key elements: An open space that incorporates windows and glass walls. Visually. the shape of the overall building has to pull in strong geometric elements. And lastly, it has to be built using reinforced concrete, steel, and glass. The building for Haus 19 is a combination of squares and rectangles that incorporate the geometric style of the original Bauhaus. The main part of the building is a rectangular shape and will provide a spacious open area. The studios on the first and second floor, will break away from the main building, which will add a visual break in the traditional exterior shape. The black square shape on the front of the building extends passed the face of the building and will add a more dynamic quality, than that of earlier Bauhaus buildings.
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The 3D model of Haus 19 was rendered in Google Sketchup. The building is complete in 3D form with examples of furniture throughout the space. The main floor of the building includes eight private studios and public bathrooms. The main floor is completely open, except for the private art studios. The next pages will walk you through the building, starting from the outside and ending at the top of the stairs
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1. Stairs to the second floor 2. Coffee bar 3. Female bathroom 4. Male bathroom 5. Eight exclusive private studios
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Outside Side View The studio space extends out from the main structure. Separating each studio space from one another are black steel beams. This adds a dynamic visual element to the building and activates the space around the building.
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Main Floor Left Side The studios are behind a glass wall that spans the entire length of the building. Each room is separated by a colored glass wall. Downstairs, there are four studios on each side of the building. The studios are roughly 10/17 feet, and provide plenty of space, and pull in the rectangle design of the traditional Bauhaus building.
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Main Floor Right Side The main floor has plenty of chairs and tables for guests to sit comfortably. Haus 19 also has couches and other furniture that are replicas or inspired by the Bauhaus.
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Main Floor Far Wall Throughout the building, reinforced concrete is used for the flooring. Another visual aspect is the counter. It is designed with inner connecting squares and rectangles. The black and white counter stands out in comparison to the rough concrete floor. The counter is the focal point of the room, as the room revolves around the it.
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Main Floor View From Stairs This is the view from the stairs leading up to the second story. This allows one to see the full layout of the bottom floor, which is covered with lines, geometric shapes, and primary colors. This adds another visual element from the Bauhaus.
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DESIGN IDEA Second Level Floor Plan
The stairs, located in the back, take you to the upper level of Haus 19. For the floor plan, there are two sets of open community studios. They are the same length as the studios below, except they are not separated into individual rooms. When you get to the top of the stairs, it will open onto the loft. The art gallery is the first thing that you see and will feature the work of the artists within the studio. As for the loft, there is an it is open forms a U shaped second floor that looks down and onto the first floor.
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1. Stairs to main floor 2. Open gallery 3. Community studios 4. Balcony edge
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Second Floor Open Gallery As soon as you reach the second floor, you immediately see the open gallery area. The open galley area will be available to any artist who is renting a studio. The artist may choose to showcase their work for the public to buy, or just use the space to display. It will also feature a special artist of the month who is picked to showcase their work. This is not an inclosed space, as we want the art to be incorporated into the building. 84
Second Floor Balcony View This is showing a view of the open area that creates a balcony overlooking the main floor. The railing are made using black steel and glass and pull in the core materials that the traditional Bauhaus used.
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Second Floor Left Studio The second story has one large open studio on the left and ride side of the building. The wall that separates the studio from the loft’s balcony is made completely of glass. The glass is tinted with a blue color to add a pop of color to the second floor.
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Second Floor Interior of Blue Studio This is an inside look at one of the two community spaces at Haus 19. The room has three drafting tables, a sitting area with a white board to brainstorm, and a large glass and steel table. Any other materials for the studio must be provided by the artist.
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Second Floor Right Side Studio This is view from the right open studio located on the second floor. This studio is exactly like the blue studio, with the exception of the yellow glass that makes up the wall.
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Second Floor Interior of Yellow Studio The interior of the yellow studio is the same length as the blue studio. The furniture in this space is reversed from the blue studio layout. Reversing the furniture layout creates a space that is different then the blue studio.
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LOCATION Greenville
We plan to build just outside of the city of Greenville, South Carolina. The team of Haus 19 has decided to place their coffee house and studio off Interstate 85. We chose the city of Greenville due to Greenville’s population in 2013 being 61,390. Greenville county is home to more than 482,752 people, making it the most populous county in the state of South Carolina.
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FURNITURE
We, at Haus 19, want to incorporate furniture that represent the stylistic quality of the original Bauhaus pieces. Our inspiration, for the furniture used, can be found is the “Wassily Chair� created by Marcel Breuer. Breuer experimented with extruded steel to create a series of lightweight metal furnishings, thus continuing the Bauhaus interest in industrial materials and manufacturing techniques. Inspired by the flexibility and strength of his beloved metal bicycle frame, Breuer applied the same material and construction principles to chair design. Bringing the same principles that Breuer used, we selected some furniture made with light tubular steel, as well as some pieces that were black and accented with pops of bright color to Haus 19.
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1. The F51 armchair is the first ever piece of Bauhaus furniture designed by Walter Gropius in 1920. 2. Designed by Marcel Breuer, this chair design has become one of the most well known pieces of furniture. Using steel bent tubing, it was lightweight and could be easily mass produced. 3. The Kaiser Idell lamp was designed by Christian Dell, a Bauhaus silversmith and embodies the style of the time
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4. Table Model B10 was designed by Marcel Breuer in chrome tube steel with a polish black lacquered top. 5. Designed by Le Corbusier, this sleek and modern couch uses steel and leather to make a visual and stunning piece of furniture. 6. The red version of the F51 armchair is as vibrant and bold as its yellow counterpart. Both these chairs were designed for the Bauhaus School.
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ACCENTS
While Haus 19 will be a coffee house and a place for modern day artist to work, we still want to showcase the artist of the Bauhaus. We intend to hang a couple of pieces from Wassily Kandinsky as well as poster work from the Bauhaus. We selected these particular pieces, as they provided inspiration for our branding as well as inspiration for the building itself. We hope that these works of art will inspire our customers and the artist that will work at Haus 19.
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CLOSING STATEMENT
Bauhaus, which means “house of building,� is exactly what we want our coffee house to be. Haus 19 is dedicated to building both creativity and community through business and the arts. We want ideas to be built here, novels to be started here, careers to take off here, and dreams to flourish here. The Bauhaus school has inspired our business in every way possible, as it has shown us the power of simplicity, quality, and unity in both our creative studios and the coffee business.
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CREDITS Master: Anna Tabor Business and most of written content, editing, furniture, and layout. Architect: Sarah McAbee Building design, furniture, fixtures, architectural written content, typesetting, and layout. Designer: Caroline Hopper Logo design, mock-ups, product design, typesetting, layout, and master of files. Painter: Christian Crocker Grid, layout, studio information, and typesetting.
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CITATIONS Images
Content
p. 4 Bauhaus Gallery http://www.uncubemagazine.com
p. 57 Designer Working https://unsplash.com
p. 13: Photo of Walter Gropius https://dwamuc9peo0yi.cloudfront.net
p. 59 Community Studio https://unsplash.com
p. 15: Photo of Bauhaus basic course chart https://75gropiusartresidency.wordpress.com
p. 61 Moleskin https://unsplash.com
p. 17: Photo Orange 14 Type https://classconnection.s3.amazonaws.com
p. 63-64: Bauhaus building https://www.flickr.com
p. 18: Bauhaus Photo and drawing http://media-cache-ak0.pinimg.com
p. 98: Location Greenville http://thecarolinas.carringtonrealestate.com
p. 19: Bauhaus Building View https://moragbruce.files.wordpress.com
p. 65: Inspiration building http://bertrand-benoit.com
p. 23: Bauhaus leaders http://www.fluorodigital.com
p. 102-103: 1. Yellow Chair https://08lwe13.files.wordpress.com
p. 42 Customer https://www.dollarphotoclub.com
2. Wassily Chair http://karenfron.com/wp-content/
p. 45 Drip Pot https://www.dollarphotoclub.com p. 47 Customer Table https://www.dollarphotoclub.com
uploads/2011/02/wassily-chair.jpg
p. 51 Zeisel Pots Brandt Pots http://www.die-neue-sammlung.de http://www.emobile.com
4. Black Side Table https://a.1stdibscdn.com
p. 53 Designer Desk https://unsplash.com p. 55 Designers https://www.dollarphotoclub.com
3. Black Lamp https://www.connox.com
5. Black Couch http://www.cassina.com 6. Red Chair https://pigeonsblue.files.wordpress.com
p. 9: Coffee Chart Info-graphic content from http://articles.bplans.com Page 12: Information for content from http://www.metmuseum.org p. 100 Copy in the paragraph for the description of furniture http://www. metmuseum.org P. 102 info Yellow Chair http:// emmaquirk11blog.blogspot.com