Pie Restaurant Programming Document

ID 421 INTERIOR DESIGN SENIOR THESIS
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programming & branding document
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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 Profle
Lunch Menu
Day Service Style
Dine-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
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market & restaurant type
User Profle
Dinner & Drink Menu
Night Service Style
Dine-in, halfway gourmet
Focus 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.
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activity analysis

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activity analysis

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Sitting on raised level above main dance foor 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 analysis
See & Be Seen
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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 analysis
Group Interaction
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People relaxing in various spaces and ways. Slouching position seems
to be commonly used, and putting ones legs up and resting them con-
veys an extremely relaxed activity is occurring.
behavior analysis
Relax
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systems design
System Design
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case study: The Velvet Hour
Overview
The process of locating and entering the restaurant is made purposefully diffcult,
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 unfnished 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 confguration 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.
Public
Semi-
Public Private
Very
Private
Super
Private
Public
Semi-
Public Private
Very
Private
Super
Private
Movement and Privacy
A. As one enters the space: once past the velvet curtains, ones 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 diffcult 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.
11
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 youre 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.
Theres 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 Space
Spatial 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 Impressions
The 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 unfinching--early 19th
century English Gregorian and French Direc-
tory, with a blue that recalls 1960s hard case
luggage. The space is high design and cre-
ates immense privacy, much like one thinks
of as VIP in a fve star restaurant or club; but
the drinks are no more expensive than other,
shabbier bars in the city.
case study: The Velvet Hour
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Issue: Psychological comfort & safety
Goal: The restaurant should exude a mysterious and exciting feeling at night, while
maintaining each guests 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
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Issue: Personalization
Goal: The restaurant should provide guests with an open stream of user input,
which realistically affects change.
Issue: Sustainability & effciency
Goal: The restaurant should take advantage of organizational software to beneft
employee maintenance of the restaurant and to reduce waste.
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2. Technology
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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 restaurants street front should attract new customers and be
moderately discernible to passersby.
3. Image
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branding
Logo, Web and Menu Design
The 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 refects
the restaurants 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 restaurants current menu of pizza
and drinks, as well as what is currently show-
ing on all four screens.
16
plan and design concept
Kitchen
Waiting Area
Restrooms
Bar
Loading
Dry Storage
Entry/Reception
Main Dining Area Banquette and Booth
Seating
Server
Station
Design Concept and User
Experience of Space
The 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 refective 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
17
custom design
Column Plan
1/4 scale
Wood Slats
1/2 Thick
3Form
Existing Column
12 S201 Sleek
Plus Adjustable
Linkable LED
Column Elevation
1/4 scale
18
custom design
19
custom design

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ID 421 INTERIOR DESIGN SENIOR THESIS

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