Pie Restaurant Programming Document

ID 421 INTERIOR DESIGN SENIOR THESIS1

programming & branding document

ID 421 INTERIOR DESIGN SENIOR THESIS 2

The user of the restaurant is a hard working art/design/architecture-oriented professional. He or she is career-focused and enjoys taking on new challenges in order to get to the next step in their professional life. He/she runs with the same groups of friends and has relatively close relationships with his/her coworkers, due to the amount of time they spend together. The user appreciates good design and those who have designer or artistic knowledge. The user trolls the internet for creative products, spaces and imagery, by following a milieu of blogs, Flickrs, Pinterests and the like. He/she can be somewhat materialistic and tends to spend money on pricey clothing and home goods for themselves. During the day, the user is heavily work-focused and must communicate with many people to complete their work. At night, he/she enjoys going out for drinks and late dinner with friends. These activities provide refuge and a stronger work life/social life balance.

User Profile

Lunch Menu

Day Service StyleDine-in, halfway gourmet Average length: 1 hour meal

To create a culturally and artistically rich dining and drinking environment, which harnesses the power of technology and interactive design to connect the Fulton Market neighborhood community and beyond to video art and an intriguing atmosphere.

market & restaurant type

Mission


market & restaurant type

User Profile

Dinner & Drink Menu

Night Service StyleDine-in, halfway gourmetFocus on the bar during p.m. Average length: 2.5 hour meal

The user of the restaurant and bar at night is the same type of person, just trying to relax and blow off some steam! This user also likes to deal with business transactions and agreements in casual settings, and may use the restaurant and bar to meet with clients or associates at night.


activity analysis

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priv

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activity analysis

atm

osph

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circ

ulat

ion

food

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Sitting on raised level above main dance floor in semi-private VIP sec-tions, separated by columns. Hired dancers dance on slightly higher raised platform behind VIP and allow VIP members to dance up there with them. Groups in VIP have the sense they are being seen, and can survey the crowd relatively easily from position. Groups in VIP feel exhilarated by height and visibility above crowd. They are provided with own banquette seating (low backed) and large, low table to hold free drinks.

behavior analysisSee & Be Seen


Below: time for a change in scenery--and conversation. Initially speak-ing/listening to the group behind the guys in the forefront, Ali moves forward, breaking into their group with a funny comment or exclama-tion .

Bottom right: friends maintain group status while waiting in line by forming a circle with backs to the outside. Larger groups (9-15) break into smaller groups within the larger group. Smaller groups start their own topics and conversations, and can easily break into other small groups’ conversations.

Groups provide all involved with a feeling of security and belonging. Conversation within the group sparks excitement for the anticipated next activity.

behavior analysisGroup Interaction


People relaxing in various spaces and ways. Slouching position seems to be commonly used, and putting one’s legs up and resting them con-veys an extremely relaxed activity is occurring.

behavior analysisRelax


systems designSystem Design


case study: The Velvet Hour

Overview

The process of locating and entering the restaurant is made purposefully difficult, most likely to maintain mysterious hype and exclusivity. The exterior has no signage or architectural signals to indicate to passersby where or what the establishment is. Upon entering, the immediate interior is crude: a ~14’ hallway of unfinished drywall topped with extremely tall ceilings, which leads to a set of equally tall blue velvet curtains. A doorman allows people to enter according to party numbers and what seating configuration is available.

The seating--even during bar hours--is strictly established, and guests are not al-lowed to mingle from seating area to seating area, or even at the bar. Seating guests are waited on by wait staff. The main elements in the space are heavy, tall blue vel-vet curtains, light blue walls that are mainly bare, ~8’ tall blue wing back chairs, white coffee tables made of crown moulding and two beautifully lit white bars with mirrored surfaces and twinkling, warm lighting. The overall lighting of the space is very dark (it is hard to read the menu unless you angle it towards the candle on your table), but the spatial feeling is lifting because of the high ceilings and light blue walls.

PublicSemi-Public Private

VeryPrivate

SuperPrivate

PublicSemi-Public Private

VeryPrivate

SuperPrivate

Movement and Privacy

A. As one enters the space: once past the velvet curtains, one’s line of sight moves directly through the entire building to the very back wall, which is the VIP section. Guests are not encouraged to walk through the space, which makes it psychologically difficult to view into the ‘Very Private’ and ‘Super Private’ sections of the Velvet Hour.

B. After seated inside the space: guests’ sight lines narrow down into the section of the over-all space they currently preoccupy. This is aided by the curtains, tall chair backs and lighting. Guests in the ‘Private’ section of the building focus on the ‘Private’ section; guests in the ‘Very Private’ focus on the ‘Very Private’; and so forth.

A.

B.


Velvet Hour Details

The music is loud, but the genres played suit the atmosphere and the guests. It acts to further priva-tize each table groups’ conversation--even though one practically has to yell to be heard. Users of the space order a well-made cocktail, which are surprisingly inexpensive and range from $9-$12 or much more if you’re willing. They tend to enjoy the drink by sitting up or back in the chair to take a sip; then they usually lean forward and lower their head to speak to the person or group they arrived with. There’s not much need for movement about the space--the waitress takes care of that. The doorman is stationed at a hutch near the front bar and only entry. The waitress of the front room stations her-self between the doorman and the front bar, waiting for drinks to be made or to catch a guest looking at her for another round. There is only one bartender on a Friday night, and the bar has two or three couples, with one or two stools between themselves and the next couple.

There is no signage for the restrooms, and once in the hallway (past the second set of blue curtains), the restroom doors are not marked either. They are unisex bathrooms and each of the three has a different type of French door with frosted glass panels that glow into the dark hallway.

Space within a SpaceSpatial cues such as the low level of lighting, height of the chair backs, the segmentation of the bar into several separate lengths, and the style of private group seating arrangements create an extremely intimate environ-ment that encourages you to develop your relationship (friendly or romantic) with the person or group you came in with. The designer, Thomas Schlesser, says these are “all designed to create places of intimacy conducive to the art of con-versation.” The blue curtain partitions and lighting also act to frame the bartenders and highlight the top notch liquors and ingredients served in the establish-ment.

Entry and First ImpressionsThe entire space wreaks of romance and intimacy. It is not the type of place someone would go to meet new people, and the space is not conducive to this. You have a better chance of interacting with a stranger while waiting in line to get into the Velvet Hour, than you do once inside. Mystery and intrigue sur-round the experience of entering and learning how this peculiar system works. The design is very determined and unflinching--early 19th century English Gregorian and French Direc-tory, with a blue that recalls 1960’s hard case luggage. The space is high design and cre-ates immense privacy, much like one thinks of as VIP in a five star restaurant or club; but the drinks are no more expensive than other, shabbier bars in the city.

case study: The Velvet Hour


Issue: Psychological comfort & safety

Goal: The restaurant should exude a mysterious and exciting feeling at night, while maintaining each guest’s perception of safety.

Issue: Mood

Goal: The restaurant should transition from day to night to carry an overall perception of a bright, cheery mood during the day, and a sensual, romantic mood at night.

Issue: Privacy

Goal: The restaurant should maintain a day time environment that is conducive to peaceful collaboration and preparation for professional assignments.

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programming requirements

1. Flexibility


Issue: Personalization

Goal: The restaurant should provide guests with an open stream of user input, which realistically affects change.

Issue: Sustainability & efficiency

Goal: The restaurant should take advantage of organizational software to benefit employee maintenance of the restaurant and to reduce waste.

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2. Technology


Issue: Image

Goal: The restaurant should maintain a cohesive and appealing branding image through multiple visible outlets.

Issue: Image

Goal: The restaurant should present food to guests in a tasteful and attractive manner.

Issue: Image

Goal: The restaurant’s street front should attract new customers and be moderately discernible to passersby.

3. Image

Web

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brandingLogo, Web and Menu DesignThe branding for Pie is simple and straightfor-ward, and consists of “pie” and a pie logo, both in red with subtle interest through transpar-ency, layering and color burn. The logo reflects the restaurant’s main dish, pizza, and con-nects to the concept of the lens and the color scheme of the restaurant.

The website allows visitors submit their own video art to be displayed in the restaurant and vote on submitted video art. The website features the restaurant’s current menu of pizza and drinks, as well as what is currently show-ing on all four screens.


plan and design concept

Kitchen

Waiting Area

Restrooms

Bar

Loading

Dry Storage

Entry/Reception

Main Dining Area Banquette and BoothSeating

ServerStation

Design Concept and User Experience of SpaceThe concept for the restaurant is viewing through a lens. The lens connects to the logo design, integration of video art in the space and the overarching goal of a large transformation of the interior from day to night. By using integrated, or hidden, light-ing and a range of materials with transpar-ent and reflective properties, the interac-tion of materials and lighting provide a sense of the lens. The hidden lighting that changes in color at night has the ability to react to people in the space; the more people occupying the interior, the more intense the light color becomes. This helps to paint a strikingly different picture of the restaurant at night.

Cold Storage


custom design

Column Plan1/4” scale

Wood Slats

1/2” Thick 3Form

Existing Column

12” S201 Sleek Plus AdjustableLinkable LED

Column Elevation1/4” scale


custom design

Pie Restaurant Programming Document

Documents

Transcript of Pie Restaurant Programming Document