GROW by j g - Issuu

id. interiors. architecture. services.

identity.

The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

identity.

Welcome to GROW, the urban hydroponic farm that is equipped with ready to use kitchen facilities. Located at the intersection of 12th Ave. + 34th St. in Manhattan, GROW is the ideal location for a nutritious and trendy New York dinner. We are the next big thing in the food industry, so come harvest and cook with us!

concept. At GROW, you, the customer, choose and pick fresh fruits and vegetables from our indoor hydroponic farm. The GROW experience begins at cart pickup, where a GROW harvesting cart complete with all of the necessary gardening tools is provided. Stroll through our indoor farm, or visit our rooftop garden to select items on your ingredient list. Then, either wash and prepare your meal in one of our private modern kitchen facilities, or allow one of our specially trained GROW chefs to prepare your meal. Donâ&#x20AC;&#x2122;t have time to stay? Pick up one of our to-go packages and take your produce home.

you buy it fresh >>

you want a social experience >>

cook it in the city, like youâ&#x20AC;&#x2122;re at home >>

GROW is... >>

â&#x20AC;&#x153;

The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

“plantagon”

research. About Hydroponics: > Almost any terrestrial plant will grow with hydroponics > Terrestrial plants are grown with their roots in a mineral-nutrient solution > Structural pipes feed hydroponic pods which plug into a main structural frame > Photo-voltaic lighting supplements sunlight Vertical Hydroponics: > In the GROW tower, vertical pipes are used to grow hydroponics. The system can be used to grow many different species of plants at the same time. The system comprises a specially designed pipe together with an integrated and customizable automatic irrigation system for providing nutrients and water. The pipes are equipped with an automatic release system which releases the nutrients into the pipe’s absorbent covering.

eco-pods, boston

eco-pods, boston “plantagon”

â&#x20AC;&#x153;plantagonâ&#x20AC;?

Advantages of Vertical Farming/ Hydroponics: > Year-round crop production > No weather-related crop failures due to droughts, floods, or pests > All food is grown organically. There are no herbicides or pesticides > Virtually eliminates agricultural runoff by recycling gray water > Adds energy back to the grid via methane generation from composting non-edible parts of plants > Dramatically reduces fossil fuel use (no tractors, plows, shipping) eco-pods, boston

http://www.faqs.org/patents/app/20090007486#ixzz2PodagoZ9 http://www.faqs.org/patents/app/20090007486#ixzz2PodJNJd7

logo development.

phase one

phase two

The urban equipped w facilities fo gathering.

LOGO

DESIG

MICH MATT JENN DEMA

04.24

INTER STUD

The urban hydroponic farm equipped with ready to use kitche facilities for your next social gathering.

LOGO STUDIES

DESIGN TEAM MICHAEL HOAK MATT CAVANAUGH JENNIFER GOTTLIEB DEMA ALFREIH

pick and cook garden

phase three 04.24.13

INTERDEPARTMENTAL STUDIO

phase four

final design

The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

LOGO STUDIES

DESIGN TEAM MICHAEL HOAK MATT CAVANAUGH JENNIFER GOTTLIEB DEMA ALFREIH 04.24.13 INTERDEPARTMENTAL STUDIO

phase five

graphic standards. Standard Typeface: DINPro Logo Typeface: Querround Grow Green CMYK: 24, 0, 100, 0 RGB: 205, 219, 40 Grow Black is registration black. The logo plays off of the architectural language of the building and the interior hydroponic growing concept. Thus, the elements of the pier, the tower, and the program are all incorporated into the logo identity.

building way finding graphics. Way finding Typeface: Querround, variations with standard GROW leaf in each graphic. Way finding Black is registration black.

services.

GROW offers an array of activities within our complex. If you want to dine, we have three packages that you can choose from, simply a pick and cook package, a cook only package, and an all inclusive package that features our celebrity chef. We offer a large menu to suit all plates. Our market scheme caters to these plans and appeals to the “by you” personalization tactic. We want everyone to enjoy their time at GROW and we will cater to what you want. Remember if we grow it, it’s here fresh for you to enjoy!

menus + plans offered.

Harvest and cook

Preselected and ready to cook

Dinner is served 1

Dining Packages

menu items.

Upstate Farm

Beef Ground Beef Veal Lamb Pork Chicken

Meat

Fish (from the pond) Lobster Shrimp Crab Scallops Oysters Mussels Clams

Dairies

M/P $14.99 $13.99 $11.99 $19.99 $12 $2.99 $4.99

Artichokes Asparagus Beans Beets Broccoli Brussel Sprouts Cabbages

$13.99 $5.99 $29.99 $11.99 $10.99 $4.99

Seafood

Zone 1

Tomatoes Yams Spinach Mushrooms Corn

Zone 2

watermelon cantaloupe strawberries blueberries blackberries raspberries

Milk $3.99 Cheese Selection M/P Butter $4.99 Cream $3.99 Soymilk $3.49 Eggs $4.99 2

All Prices by market price

grapes banana lemon pineapple apple orange

Onions Parsnips Peas Potatoes Radishes Rhubarb Squash

Zone 3

In-House Farm

lemon kiwi pomegranate pear papaya peach cherry

Zone 4

Arugula Basil Chervil Chives Coriander Dill Lemon Balm

In-House Farm

Zone 6

Mache Majoram Oregano Rosemary Sorrel Spear Peppermint Green Tea Black Tea Oolong Tea White Tea

In-House Farm

Level 1

Zone 5

Sage Tarragon Thyme Cacao Sugar Mint All Prices by market

Level 2

marketing + ads.

FRESH, BY YOU. The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

CRISP, BY YOU.

The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

HOTT, BY YOU.

The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

SWEET, BY YOU. The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

stationary. 235 12th Avenue New York, New York 10036

The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

identity cards

235 12th Avenue New York, New York 10036

p. 212.913.GROW e. info@grow.com w. www.grow.com

business cards + takeaways.

The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

front

HARVEY BERNSTEIN, GROWER p. 212.913.GROW e. harveyb@grow.com w. www.grow.com

back

THANKS FOR EATING WITH US! want more? visit grow.com to schedule table reservations and picking times for your next gathering.

receipt takeaway 01

THANKS FOR EATING WITH US! want more? visit grow.com to schedule table reservations and picking times for your next gathering.

receipt takeaway 02

web design.

Before coming to GROW, we encourage you to download the GROW App. After reserving a Kitchen Pod at GROW, you will receive a four digit code that unlocks the appâ&#x20AC;&#x2122;s various functions. In the GROW App, visitors can search the recipe database. After inputting a list of ingredients gathered at GROW, the app will list a variety of delicious recipes that can be prepared . If some ingredients are missing, visitors can use the appâ&#x20AC;&#x2122;s Order to Pod function to have all missing ingredients shipped directly to the Kitchen Pod. All charges can be paid directly through the GROW App for the ultimate user-friendly experience.

HYDROPONICS AT ITS BEST At GROW, you, the customer, choose and pick fresh fruits and vegetables from our indoor hydroponic farm. The GROW experience begins at cart pickup, where a GROW harvesting cart complete with all of the necessary gardening tools is provided. Stroll through our indoor farm and select items on your ingredient list, then wash and prepare your meal in one of our private modern kitchen facilities.

The urban hydroponic farm equipped with ready to use kitchen facilities for your next social gathering.

ABOUT GROW

Please allow ample time for you and your guests to pick produce before your kitchen reservation. We recommend arriving 2 hours early.

Packages available for: 2 guests 3-7 guests 7-12 guests

RESERVATION CONTACT

This Month At GROW: Welcoming Chef Anna Rowe! click here to read more about Anna

â&#x20AC;&#x153;GROW is the place to be for the ultimate combination of health and fun!â&#x20AC;? -New York Times click here to read the full article

SPECIAL FOR THIS SEASON Our rooftop gardens are now growing: Arugula, May through September Asparagus, May and June Chard, May through November Fava beans, May and June Fiddleheads, April and May Garlic scapes/green garlic, May and June Green onions, May through September Lettuce, May through October Mushrooms (cultivated), year-round New Potatoes, May Parsley, May through November

architecture. The GROW experience begins at the entry, where visitors are greeted by receptionists in our signature GROW pods. Visitors then pick up a GROW harvesting cart that is complete with all the necessary gardening tools. On the first level, visitors can access horizontal hydroponics, a farmer’s market, and a produce barge. From the first floor entry level, an indoor ramp leads to our signature Kitchen Pods that house private modern kitchen facilities. The indoor ramp also provides access to the GROW tower. The GROW tower houses vertical hydroponic tubes that grow different vegetables at each level. Additional, Kitchen Pods are located at the perimeter corners of the tower. The top level of the tower houses a café. On a nice day, visitors can opt to take our exterior ramp up to the GROW tower. The exterior “ramp” is a green roof park that slopes its way up to the GROW tower. A path cuts its way through the green areas, creating circulation for visitors. The subdivided green areas create different spaces for growing a variety of seasonal plants, and they also carve out programmable space for picnic areas. The end of the exterior ramp connects with another entrance to the GROW tower.

concept sketches.

AV 11

12 AV 34

site | 34th + 12th at the High Line.

TIMES SQUARE

GROW!

JAVITS CENTER

HUDSON YARDS

BRYANT PARK

MADISON SQUARE GARDEN

HIGHLINE

CHELSEA PIERS

site plan.

50’ 25’

100’ 75’

entry plan.

storage up reception

entry | lobby

cash out hydroponics

market

storage

market

mechanical

ESTCODE

GROW beds

TT_XUIF H _C OW O C TA L T S AO TD ELD E

FU_COLD FU_HOT FU_WASTE FU_TOTAL FIXT_CODE

hydroponics

50’ 25’

100’ 75’

+20’ plan.

kitchen pod walk

50’ 25’

100’ 75’

hydroponic tower

vertical hydroponics

park ramp

glazing enclosure

park ramp interior ramp market hydroponics

planted GROW crops ramp (dn) to interior

typical tower plan.

kitchen pod(s)

50’ 25’

100’ 75’

||||| reception pod

| level 01 hydroponics

|| interior ramp

| rooftop Garden

| market

| kitchen pod(s)

||| GROW tower

Visitor A Visitor B Visitor C Visitor D Visitor E

TT_XUIF H _C OW O C TA L T S AO TD ELD E

FU_COLD FU_HOT FU_WASTE FU_TOTAL FIXT_CODE

ESTCODE

| exterior produce barge

Sample Visitor Circulation | The Experience at GROW Visitor A goes up the interior ramp and then enters the GROW tower to pick produce and cook food in a Kitchen Pod. Visitor B goes up the interior ramp and then heads to a Kitchen Pod where an in house Chef will prepare his or her meal. Visitor C picks produce from the indoor hydroponic garden on the first floor, and then goes to the GROW tower to pick more produce and rent a Kitchen Pod. Visitor D passes through the market and then heads outside to the produce barge. Visitor E goes up the exterior ramp to pick produce. Eventually, Visitor E reaches the GROW tower and rents a Kitchen Pod.

Barge Dock

Entry to Tower Kitchen Pod

Interior Ramp Entrance

Welcome Pod

Exit to Roof

Interior Ramp

Kitchen Pods

Interior Hydroponics Market

Exterior Ramp

schematic building model

interiors.

There are three sizes of kitchen pods you can choose from at Grow. We offer small, medium, and large pods equipped with all the cooking supplies needed. Elements such as drawers, trash bins, and racks within the kitchen can be plugged out and replaced with new clean supplies. This allows for more flexibility for fast cleaning and turning tables quicker to seat more people throughout the night. Each pod is placed further from the other within the farm with the vertical hydroponics wrapping around it to create a harmonious sense of privacy.

kitchen pod concept sketches.

pod for two.

eating bar stove gathering cart sink cooking supply dirty dishes

trash frig.

pod elevations

sink open to floor drain

group pod.

clean dishes rack

pod elevations

party pod.

pod elevations

id.

GROW Harvesting Cart The harvesting cart is the vehicle for food collection and food washing during your visit. Designed specifically for Grow, the single wheel allows the cart to be easily maneuvered through the hydroponic forest. The load is balanced in the same way as a farmer’s wheel barrow, allowing the cart to be moved and parked easily during picking. Upon arrival to the reserved kitchen, visitors can plug the harvesting cart into the counter system and wash food directly inside it. After the meal, the cart is loaded with food scraps for Grow’s staff to add to our on-site compost system. GROW Roof Bench On the Exterior Ramp, visitors will encounter Grow Benches for their enjoyment and relaxation. A great place to have a glass of wine and watch the sunset, visitors can take a break or wait for their kitchen reservations to become available. Eco-efficient LED lights begin to glow as soon as daylight begins to fade, transforming Grow’s rooftop farm into the best place to view New York City and the Hudson River at night. We also offer other exciting products such as apparel, paper products, and more, which is all for sale at GROW and on-line.

gathering cart concepts.

gathering cart development.

gathering cart final design.

park bench concepts.

park bench final design.

Due to its versatility, both the cart and the bench are made out of folded metal plate and faceted to reflect the brand architecture.

staff t-shirts + aprons.

staff outfit 01

farmer’s outfit 01

waiter’s outfit 01

staff outfit 02

farmer’s outfit 02

waiter’s outfit 02

GROW paper plates.

GROW brand products.

GROW to-go!

Faceted cardboard to-go packages are used for those who have left-overs from their dinner or those who need to pick-and-go from our fresh market.

We Grow it, You Cook it

Grow, Grob gourment garden

Grow, Pick and Cook From the Garden, to your Plate the eatwell plate Pick it your way We Grow a healthier meal Pick and Cook

How its meant to be

a project by, michael hoak matt cavanaugh jennifer gottlieb dema alfreih

Eat it Fresh