HOSPITALITY
sex, drugs and bacon rolls THE BRIEF Hammersmith and Fulham Council have requested a design proposal for a new market and cafe space in Imperial Wharf. The design needs to take into consideration the needs of the local residents and foster a sense of community within the area, with a meaningul and positive impact on human interaction. Durability and longevity of the design, whether 'Stable or Responsive' need to considered and applied throughout.
SITE ANALYSIS 4 RESEARCH ON THE LOCAL AREA 5 PLACEMAKING 6 MARKET RESEARCH 7 RESEARCH THEMES 8 CONCEPT EVOLUTION 9 MODEL ANALYSIS 10 ZONING/SPACE PLANING 11 SKETCH DEVELOPMENT 12 - 13 SKETCH RENDERING 14 PROPOSED FLOOR PLAN 15 - 17 SECTIONS 18 CONCEPT SYNOPSIS 19 - 20 CONCEPT MOOD BOARD 21 DESIGN DIRECTION 22 FFE DIRECTION 23 TEXTILE DIGITAL SAMPLES 24 DESIGN VISUALISATION 25 - 29 PROJECT SUMMARY 30
CONTENTS
RESEARCH AND ANALYSIS
A site visit was conducted twice during the project, first for an initial site analysis and then later to re-visit the space to consider the application of the concept. Main observations: East and North-East facing windows with no direct light as a result of the ground floor being recessed within the building itself. It was noted to take consideration to not compromise the light further within the design. The double height unit meant a lot of volume to be played with in terms of eyeline, ceiling and floor height. Perfect for an open market atmosphere. Existing raised area above the mezzanine, demonstrated opportunities and posibilities for a second platform without building out towards the windows. The area below this, however, felt isolated and dark and although it had added value by increasing overall floor area, there was a risk that it would/was creating dead space in the area below. Toilets/services at the back of unit were well placed for the new purpose of the site, also offering the possibility of kitchen service area.
SITE analysis 04
PRIMARY RESEARCH
HISTORY OF THE ‘HOOD Sandsend and Chelsea Creek was historically a rural backwater of London. Later used for pasture and industrialised at the turn of the 19th Century. A close-knit working class community occuped the area during this time, until the neighbourhood started to gentrify due to its proximity to the neighbouring affluent areas.
the wharf
DEMOGRAPHICS Secondary reseach was conducted into the demographics of the people occupying the area. Despite perceptions that Sandsend/Imperial Wharf was mostly occupied by families, data compiled by Hammersmith and Fulham Council indicated that the majority population (50%) was aged 20-40 years with 28.7% being single adults, second to couples with no children at 14.7%. Couples with dependent children made up 12% of the population. This data highlighted further that the needs of the younger generation from both a retail and F&B perspective where not being met within the community of Imperial Wharf. 48% of the population of the borough is considered ‘White British’, however, Imperial Wharf is home to a more diverse ethnic mix inc. Arabic. Asian, Black African and Caribean. 75% of residents commute out of the Borough on a daily basis, however, a large volume also commute into the area due to the business district of Chelsea Harbour. With the unit being visible on the main route from Imperial Wharf to the train station, this could prove advantageous on capturing footfall.
Imperial Wharf was developed by St. George and opened in 2009. The development includes communal park areas, along with private fitness clubs and leisure within the surrounding area. Retail within the development is limited with the exception of a small Tesco Express. An audit of the F&B competition in the area demonstrated further that the facilities did not align with the core demographics of the area. The F&B competitor set included ethnic restaurants, a Young’s pub and Harris and Hoole. The ethnic restaurants interiors are tired and the Blue Elephant Thai restaurant had recently closed. The Waterside (Young’s) proved popular with both the local residents and the local office workers. Harris & Hoole, a boutique style coffee shop is the ony brand with a competitive visual differentiation, and is also popular. It is important to note however that it closes at 5/6pm daily. Leaving one less option for restaurant service.
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RESEARCH AND ANALYSIS
Placemaking, is a strategic approach to the planning, design and management of places and is an integral part of the process of building a community. Access, sociability, activity and comfort are all considerations when connecting people with places. Secondary research was compiled into the fundamentals of placemaking including ‘triangulation’ - the practice of arranging different elements in relation to each other to foster a relationship between people and people and people and space. This theory was consulted throughout the design process.
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PLACEMAKING
CREATIVE RESEARCH ANDDIRECTION ANALYSIS
market RESEARCH For research purposes, a number of London markets and market places were visited and critically analysed. The objective of the research was to better understand the relationship between people and people, and people and place. Anthropological observations were made into interaction, footfall flows, zoning and the natural behaviour of people within a space. In addition to this, notes were taken on the variety of retail unit types, signage and branding and other key design considerations that go into the development of a market place. Driven by the core demographic of Imperial Wharf, the decision was made to visit markets that are popular with Londons youth and sub-cultures. Namely in East, South-East London.
Markets/places visited: Borough Market, Spitalfields, Mercato Metropoltano, Boxpark, Carnaby Street, Wholefoods (retail research)
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RESEARCH THEMES
LONDON calling
COUNTER CULTURE Left: There’s something very rock n roll about the British Caf. It has fed the mouths of rock and roll icons across the decades. Sid Vicious of the Sex Pistols far left, was a seed of inspiration to explore the London counterculture in more depth.
Right: Motivated by Brit iconography and pop-culture, inspiration was taken from the London Underground tiles and subtle design features and colours that make identifiable and iconically British.
Below left: “Brit Cafe Culture” was explored from a historical and modern day perspective to inform and inspire the design for the cafe area. London cafe brands were visited for design inspiration along with cult status greasy spoons - the classic brit caf. A dying bread of F&B that was once at the heart of the community. Cafes visited: Regency Cafe River Cafe Andrew’s Cafe Putney Canteen Mona Lisa SoHo Grind
Research: Pink Floyd, V&A. Secondary Sources.
THE CLASSIC BRIT CAF’
ICONIC BRIT POP
Secondary research into symbology and iconography of British Pop Culture - past and present - with an emphasis on psychadelia and rock n roll history. Inv. a visit to the Pink Floyd exhibition at the V&A. 08
CONCEPT EVOLUTION
GOD SAVE THE GREASY SPOON
“Sense of community is a feeling that members have a belonging, a feeling that members matter to one another, and a shared faith that members’ needs will be met through their commitment to be together." The ‘Caf ’ is a British Institution, and has been a constant in communities across the UK for over a century. From working class Edwardian dining rooms, early transport cafes to the Italian influence that brought “proper coffee” to England post-war have all played their role in hosting if not defining community. A forgotten treasure, the greasy spoon is potentially Britain’s greatest contribution to global cuisine. Nothing puts the world to right like a cup of tea and a bacon butty. Can we connect the hearts of the community at Imperial Wharf through their stomachs?
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DESIGN DEVELOPMENT A physical model of the space was built to explore the potential opportunities and limitations of the unit. This process further confirmed the significance of the floor to ceiling windows as both a source of light and connection with the street outside, while also creating challenges with the development of the space i.e. an upper floor was placed within the niche area at the front of the unit however this looked unusual as it cut through the visual of the windows. The model was also used to develop initial ideas of the application of design and the relationship between restaurant and market, placing the market at the front of the space, and at the back to evaluate how traffic would flow through the different zones. The market, is considered to be the “community� aspect of the design and the general leaning was towards placing this in the centre of thespace. This would also take advantage of the double height of the unit, giving the area the volume of height that you would associate with a traditional indoor market hall. Challenges were faced, as anticipated, with the area at the back of the unit near the toilets which was very dark and uninviting. There was a posibility of leaving this at full height, however, it seemed more practical to maintain some of the floor above to maximise floor area.
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MODEL ANALYSIS
indoor
In conjuntion with the analysis of the physical model, zones were established and four solutions evaluated.
SPACE DIRECTION PLANNING CREATIVE
1. 50/50 retail and F&B split with market on the mezzanine and 1st floor. 2. 30/70 retail to F&B split with the market arranged on the mezzanine level. (No 1st floor) 3. A 70/30 retail to F&B split with the cafe arranged on the mezzanine level. 4. A 50/50 retail and F&B split with the cafe arranged on the mezzanine, in addition to a smaller F&B concept in the niche at the front of the unit. Summary: As the F&B concept was the driver of the concept, it was assumed that this would also be the main attraction and destination within the site. Based on this, it made strategic sense to place this at the back of the unit on the mezzanine floor, driving people through the market hall from the main entrance. This would allow for greater interaction within the space , increase overall conversion per head and the footfall through the market area would help to create a more “bustling” market atmosphere. Additionally, by placing the market at the front it would allow the zone to capitalize on the double height of this space, creating visual cues to a traditional British indoor market hall. Rather than remove the 1st floor all together and reduce floor area, the decision was made to extend the cafe onto this area. Initial ideas were to place seating on the ground floor below, however, due to the proximity to the toilets and how closed off this area was, it was deemed best to reduce the overall extension of the 1st floor in favour of more double height area, with additional sanitary and service facilities utilizing the “dead zone”. This also created more visual interest in the design which was explored through sketch development.
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CREATIVE DIRECTION DESIGN DEVELOPMENT
sketch development
T1_REHRT 12
DESIGN DEVELOPMENT
sketch MOCK UP
CREATIVE DIRECTION DESIGN DEVELOPMENT
SKETCH mock up 14
FLOOR PLAN
FLOOR PLAN Ground Floor:
The ground floor houses the main market hall, situated at the heart of the unit. Made up of 14 total market stalls (standard industry size) which can be utilized individually or in sections if occupied by larger retailers. Units are placed around the supporting pillars to create a positive feature out of these fixed elements of the unit. Main stalls also feature deconstructed awning to add to the market ‘look and feel’ and offer branding opportunities for retailers.
FACILITIES
The area underneath the 1st floor extension has been designated almost exclusively to facilities and includes 1 disabled toilet, 4 female cubicles, 1 male cubicle and 2 urinals. Toilet facilities have been extended to ensure maximum customer satisfaction. Additionally, a separate baby changing facility has been included in response to this key demographic within the area (12%)
coffee bar
pOP uP
At the front of this zone is a small kitchen and F&B stall unit which can be used as a pop up concept, adding a responsive element to the design.
FLOOR PLAN
At the front of the unit is a small raised platform housing a coffee bar. This has been developed to create a feature out of an otherwise awkward niche and to offer more diversity in terms of f&B offering and environment to the community. Stairs have been placed near the single height windows and on the permiter of the space to improve overall flow with access from the main entrance via a wide thoroughfair. Accessibility: In line with building regulations, all main thoroughfairs are 1500mm wide, with two 2000mm turning areas within the market zone. A disabled lift has been included at the rear of the unit to provide access to the 1st floor, with a disabled toilet as per Part M regulation.
MARKET HALL PLAN - EXISTING
TOTAL NO. (CVS )
Scale 1:50@A1
TABLE (TWO)
2 (4 CVS)
TABLE (FOUR)
3 (12 CVS)
BAR SEATING
10 (10 CVS) 26 CVS TOTAL
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FLOOR PLAN Mezzanine Floor: Stairs from the market area lead up to the main cafe concept which occupies the full mezzanine floor and the 1st floor area. The floor plan for the cafe has been driven by the concept with “greasy spoon� style booths and tables in cafe format layout. To add visual interest and diversity, hightop tables have also been includeed in the main dining area. Two six seater booths have been positioned in the raised seating area to host large parties, and bar seating has been placed by the window to accommodate individuals, creating a balanced table mix to reflect the variety of household types that make up the community in Imperial Wharf.
wc
96 cvs total
KITCHEN
seating
The commercial kitchen has been laid out in galley format with an oversized chefs pass for visual interest. The kitchen has been placed in the back of the unit for service access and was the most efficient location in terms of maximising covers. Fast-casual table service is the advised service style for the concept. Part M: To align with building regulations,
and eleviate the burden on the downstairs sa nitary facilities, a unisex dual cubicle toilet has been included on the mezzanine floor.
seating 59 cvs
PLAN - EXISTING Scale 1:50@A1
TOTAL NO. (TOTAL CVS ) TABLE (TWO)
9 (18 CVS)
TABLE (FOUR)
4 (16 CVS)
BOOTH (FOUR)
4 (16 CVS)
BOOTH (SIX)
2 (12 CVS)
HIGH TABLE (FOUR)
4 (16 CVS)
BAR SEATING
7 (7 CVS) 85 CVS TOTAL
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SECTIONS Long Section: The long section communicates the relationship between the different floor levels and how changes in ceiling and floor height are to be used to create visual interest at different eye-levels and differentiation between zones. The coffee bar has been designed with a more high-end aesthetic and this is further exaggeration through the elevation of the floor within this area. Punchy but humourous artwork, along with the aesthetic is designed to appeal to the female clientele in IW and the Design Centre. Patrons can “grab and go” or catch up over a coffee-based cocktail after work.
long section
On the ground floor to the left is a small additional F&B unit designed to host pop-up concepts to maintain a diverse and interesting service offering within the space and remain ‘responsive to the community’. The cafe above is visible via an industrial T-bar balcony that overlooks the main market area. This was designed to create a connection between the two different zones; the view into the restaurant creates intrigue for those down in the market place, aimed to maximise conversion from retail to F&B. From the cafe perspective, it adds to the overall atmosphere of the space and a feature view of interest for the seats positioned in this area. Short Section:
cafe balcony FLOOR PLAN
cafe pop up
The short section focuses on the relationship between the coffee bar and the market place. By raising the floor - as mentioned above - we create a clear differentiation of zones but also leave the space open to encourage the interaction within community. An industrial mesh suspended ceiling adds to the punk aesthetic and reduces the ceiling height to better suit the purpose of this space.
market
coffee bar 18
coffee bar
CONCEPT
CONCEPT SYNOPSIS
Sex, drugs and bacon rolls Imperial Wharf needs a social revolution. 'Sex, Drugs and Bacon Rolls' is a rebellion and a response to the tokenism of community at St Georges' Sandsend development. A neighbourhood that is failing to meet the needs of its younger, core residents. Inspired by the greasy spoon - a gritty iconic backdrop of British punk counterculture, the concept presents itself as a statement of anarchy against mediocrity. Designed with equal measures of high attitude and humour, the concept is a playful new interpretation on the classic British caf, a forgotten icon that once sat at the heart of the community. The objective - to create a new community and foster youth culture in the West End. A new social order.
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CONCEPT MOODBOARD
CONCEPT MOOD
DESIGN PROPOSAL
DESIGN DIRECTION
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https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwjz2c_j25_UAhUDXRoKHaf-BykQjRwIBw&url=http%3A%2F%2Fwww.reliatex.com%2Fswatch%2Fteal-522772%2F&psig=AFQjCNGRXy63c_ORFax Ldyu2OOUdnApA&ust=1496511996591985
DESIGN PROPOSAL LEFT: DESIGN DIRECTION As a new, “west-end” interpretation of punk, the concept applies itself to the space through a marrying of gritty, industrial elements and luxe, bistro style shapes and finishes. Quality finishes and composition are key to the execution of the concept, i.e. rich red velvet on distressed wood. Classic cafe references are re-invented with a contemporary application: gingham curtains become chequered floor tiles, and greasy spoon style furniture gets a luxurious upgrade. Punk influences are subtle and stylish, with tartan woven into plastic cafe style seating and substle skirts of chequered flooring. RIGHT AND FOLLOWING PAGE: FFE FFE follows the "luxe punk" rules. Textiles of rich leather in midnight blue, tan and oxblood red are complimented by complex grey weaves, pin stripes and lesser known tartans in either exaggerated or understated scales of print for a contemporary application.
FFE DIRECTION
Brass, dark woods and distressed underground tiling anchor the space and act as a baseline to pops of neon lighting and playful, indie graphics.
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DESIGN PROPOSAL
Textiles
T1_REHRT
T1_REHRT
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DESIGN visualisation
DESIGN VISUALISATION N PROPOSAL
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DESIGN CREATIVE VISUALISATION DIRECTION
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DESIGN VISUALISATION
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1985
DESIGN DESIGN VISUALISATION PROPOSAL
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PROJECT SUMMARY The proposed design has been developed in response to Hammersmith and Fulham’s requested proposal for a Market and Cafe design - a community space servicing the Imperial Wharf Development and the wider Sandsend and Parsons Green neighbourhood. The site itself, is situated in Imperial Wharf and posed some challenges from the initial visit. Recessed from the floor above and North, North-East facing windows meant the site received little natural light throughout the day. Floor to ceiling windows covered two sides of the unit creating restrictions in dividing the space vertically, and a fixed mezzanine floor created both opportunities and challenges. Through research into retail strategy, community design and place-making a plan was developed with four key zones - 1. The Main Cafe, 2. The Market Hall, 3. The Coffee Bar, 4. The Pop Up concept. The relationship between retail and F&B was split 50/50% within the site. A competitive audit into restaurants and bars within the area, indicated that the local offering wasn’t relevant to the core demographics (singles and couples with no children, aged 20 - 40) and the service offering was not to a standard reflective of the affluence within the area. This evaluation created opportunities for development and needs to be met within the community. In response, it was decided to split the F&B zones into 3 unique identities within the concept, offering choice and diversity to the community and “something for everyone”. The main cafe, is the driver of the concept and this is reflected strongest within the aesthetic. The market hall has been developed with a softer, more diluted variation of the concept to allow mass, main-stream appeal. The market stalls are flexible and unbranded, allowing for changeability with vendors and remaining responsive to the community needs. An upmarket coffee bar has been designed within the niche at the front of the site, and is a more high-end interpretation of the concept through the FFE selection within this zone (e.g. industrial bar stools, swapped for padded upholstery). The coffee bar has been designed to appeal to the local commuters and the interior design industry within the area. It was a strategic decision to place this by the windows in order to create interest and drive footfall from the street. An additional unbranded F&B unit has also been included under the 1st floor, and has been designed to host pop up/seasonal F&B concepts. This has been developed to offer further diversity of choice to the community and remains flexible in response to the changing needs within the area. The cafe, as the “destination dining” location and driver within the space, reflects the concept with gusto. Classic British greasy spoon furniture is re-interpreted with a luxurious finish to reflect the neighbourhood - 'West End Punk'. High-end bistro style lighting and flooring tiles contrast with vintage punk art hung from the ceiling by chains and a tiled, mirrored ceiling adds that necessary touch of rock and roll. The punk aesthetic is equally reflected through the choice of textiles, punchy cherry red leather, intricate monochrome weaves and over-scaled tartans - Vivienne Westwood style energetic Ikat prints offer a new palette of patterns for a modern day punk movement. The anarchy within the concept is a response to the under-serviced millennial community within the area, who often travel out of the West End on weekends in search of a culture fix at locations in Shoreditch, Brixton and South Bank. The design proposal is just a demonstration of the possibilities of how the West End can regain its “edge” from the East, while staying honest and true to its reputation. The West will never be gritty and following this aesthetic would be a fallacy; it needs to carve out a unique, relevant identity to a new generation. This is something that has been written and re-written throughout the conceptual process and applied with care within the design. Stable vs. Responsive? To be a stable constant within a community, a place needs to remain relevant. Relevance can only be maintained through responsiveness. The design has been developed with this in mind. The market place is unbranded and flexible, offering a blank canvas for the offering to mould and respond to the needs of the community. The cafe, in contrast, has been designed to stand the test of time, not just through durable material choices but also through visual storytelling to create a cult space. Inspired by the retro, rock n roll greasy spoons that used to sit at the heart of UK communities, this new interpretation on the Brit Caf has been designed to be a constant. Re-interpretations of classic Brit nostalgic dishes and comfort foods, combined with a fixed menu and friendly service style and environment offer a new “local” caf for the area. The concept is not trend-based/commercial in “look and feel” and has been given a considered, boutique aesthetic designed to age well and bed-into the community for decades to come. Consistency, and maintenance are key to building and future-proofing this reputation. 30
kate boyle