Leah Hoehne's Capstone Book

Restaurant and Brewery Design

Image 1.

1. PROJECT OBJECTIVES 3 TABLE OF CONTENTS
11
2. HISTORIOGRAPHY 19

3. CASE STUDIES 47
59
3.1: HARPOON BREWERY 75
3.2: IRON HILL BREWERY 87
3.3: SOUTHERN PACIFIC BREWERY 95
3.4: VICTORIA BROWN BAR 109
113
4. DESIGN & TECHNICAL CRITERIA

5. TOPICAL EXPLORATIONS

6. SITE, CONTEXT, CLIMATE & ZONING

7. PROGRAMMING

8. BUILDING ANALYSIS & CODES

9. PROJECT RESEARCH SUMMARY

10. BIBLIOGRAPHY

One of life’s greatest past times and
pleasures is sitting down with loved ones
for a meal or drink. Think about it- when
was the last time you had a memorable
get together with someone and not had
it involve food or drinks in some way or
another? In the words of famous writer,
Virginia Woolf, “One cannot think well, love
well, sleep well, if one has not dined well.”1
Dining in or out has always been a
significant part of society. We celebrate
birthdays, graduations, marriages, religious
events and more around the mere act of
eating and drinking. Cuisine has become
such an immense part of our culture in
every way possible. It deals with social
status, preference, wealth and ethnicity; it
is not just about food- it is an entire cultural
affair. Arguably, it is the most important
aspect of our lives.

Image 2.

Image 3. South Street Brewery Kegs

Image 4. Image 5.

GENERAL DESIGN GOAL 1: PROJECT OBJECTIVES

The restaurant and brewery industry is By drinking local beer you are supporting
one that will never fail because of its direct local craft and business. In the United
correlation with food, habit and culture in States, there are over 1,500 small,
America. The industry continually grows privately owned craft breweries, some
as the population grows. People naturally brewpubs, some regional breweries, and
flock to places that are secured by nutrition some microbreweries.4 Businesses like
and excitement, which is precisely what these allow countries to keep their money
they have to offer. local and employ their own population by
Ten percent of the American population is setting aside global affairs. Companies that
employed by the restaurant industry, and thrive solely off national support enhance
this number grows every year. It is all economies.
about ‘globalization’- as other industries like In hopes to continue the economic growth
retail, music, technology, and more become and American culture in cuisine and
capable of moving overseas, the restaurant beverage, I am proposing to design a
business will never become an international restaurant brewery in one of the oldest
affair.2 The food and beverage prepared and most historically significant cities
for you in a restaurant or local brewery in America, Boston. It is important to
will not be coming from China, and will not understand the cultural significance of craft
be controlled in India. It is 100 percent and genuineness in both food and beverage
authentic. “Restaurants today lie at the to fully understand American history and I
heart of 21st-century American life. These plan to design a destination where people
employers aren’t headed overseas; for the of all ages can meet to enjoy each other’s
foreseeable future, millions of Americans company, while enjoying a historical, unique
will wait tables, cook food, or wash dishes and charming dining experience.
for their livelihoods.”3

RESEARCH GOALS SUSTAINABILITY OBJECTIVES
To accurately design a space which integrates It is vital for designers to consider the
antiquity and American culture, I will first environment while setting goals. By using an
have to thoroughly investigate the countries existing building, which has served numerous
past, specifically during the proposed buildings functions within the last 150 years, we are
lifetime and location. I will research American reducing the use of unnecessary construction
life after 1850, focusing on trades, lifestyles, and unneeded consumption of vacant land.
food and beverage. After understanding this When designing, one must consider sustainable
time in history leading up to today, I will methods and practices that can be used in
research successful restaurants and breweries different parts of the space, which can help the
in destinations throughout the world. By environment in the present, and future. To do
focusing on effective design layouts, client and so, I plan to use refurbished woods and metals,
user requirements and interest, as well as while touching the existing structure as little
characteristics that set certain breweries apart as possible. I plan to introduce natural and
from others, I hope to accomplish my goal of sustainable elements into the otherwise man-
creating a desirable getaway for all to enjoy. made and industrial site.

Image 6.

THE ROLE OF THE DESIGNER THE CLIENT
It is the designers’ responsibility to create The client of this brewery would be someone
an environment which is comfortable, who has a trademarked brewing company
reliable and well for its users. If the space who understands how experience effects
does not reflect health, safety and welfare, people and their perception on food, drinks
it is not successful; the users should be the and dining. They would understand how
most important and influencing aspect in media plays a role on the success of local
the design and construction of the place. businesses today and would thrive to create
One must consider space, accessibility, and a memorable brewers haven which directly
convenience for the workers and public.5 associates with the food, beverage and
It must respect all ages and genders and overall aesthetic of the brand in which users
promote a healthy and happy work and social would talk about.
environment.

THE USERS AND DEMOGRAPHIICS SOCIO ECONOMIC CONDITIONS
Using Boston as my main inspiration, with its People love being in the midst of a scene.
numerous iconic features, the place will draw The population in cities has nearly doubled
in locals and visitors alike. As the largest and in the last 100 years, making it a whopping
perhaps most appreciated city in New England, 82 percent of our population.7 As the
Boston is home to dozens of craft breweries. aspiration to live in cities steadily increases,
Many families and friends find tradition in the price to do so also does. Many city
visiting authentic breweries to test new and dwellers live in very small apartments or
different beers over a meal. Millennials in this studios, often only having small kitchenettes.
area specifically are prone to support small, These people inhabiting cities are used to
local breweries. More than 69 percent of the chaos and ever changing environment
millennials consider themselves adventurous and feed off it. Dining out is a normality for
and when it comes to craft beer- males many upper and middle class income groups.
purchase a brand they have never even heard of It is expensive to live and visit cities, as
47 percent of the time.6 People of all ages could well as dine out in them. The success of
enjoy the space because it is not exclusively a the restaurant brewery will heavily rely on
bar or brewery and therefore will be designed higher-class income groups, which directly
for the general public. It is not intended to effects the kind of design and budgetary
be for any specific demographic group and considerations which should be met.8 The
therefore will need to have a Universal Design design can be of higher quality because it
approach. Staff users would be those eligible intends to bring in profit, meaning it can
to work in offices, kitchens, bars, or restaurant use higher-grade textiles, furniture and
floors. They must be given appropriate equipment to keep up with a high traffic and
spaces for their intended jobs and feel equally fully functioning brewery and restaurant
comfortable as the guests. that needs to serve as both a visual and
delicious experience.9

Image 7. Aerial View of Boston

We know that without food, we wouldn't be here- but without
beer, we may not be here either! In the 1600’s, women drank
beer to ease the pain of labor, possibly helping more women
allow themselves to go through the process and ultimately
increasing the population. In 1773, our Sons of Liberty, who
all were brewers and beer fanatics themselves, decided to start
a revolution after having several beers at the Green Dragon
Tavern in Boston, Massachusetts. In 1850, Louis Pasteur
studied beer and discovered that it was ‘alive’, leading him to
invent pasteurization. This brought him to discover bacteria,
which would eventually lead to the treatment of smallpox and
polio, some of our nation’s most devastating and life threatening
diseases.10 Now, where would we really be without beer?

Image 8.

Notes:
1. Hennessy, Tom. "Creating the Perfect Atmosphere for Your Brewpub or Tasting

Room." Brewers Association (n.d.): n. pag. Brewers Association. Brewers Associa
tion, 3 Apr. 2014. Web.
2. Nouzille, Cyrena. "Six Tactics for Keeping Your Brewpub Relevant in a Changing
Environment." Brewers Association (n.d.): n. pag. Brewers Association. Brewers
Association, 31 May 2016. Web.
3. Ibid.
4. Ryder, Bethan. Restaurant Design. 1st ed. New York: Abbeville, 2004. Print.
5. Allen, Aaron. "Restaurant Concept Design & Development Considerations." Aaron
Allen and Associates: Global Restaurant Consultants. Aaron Allen and Associates,
LLC, Aug. 2012. Web. Aug. 18.
6. "Craft Breweries." First Key: Consultants to the Brewing Industry. First Key
Consultants Inc., 2016. Web. Aug. 18.
7. Six Tactics for Keeping Your Brewpub Relevant in a Changing Environment.”
8. "Beer Facts and How It Saved the World." The Huffington Post. The Huffington
Post Inc., 2 May 2013. Web. 20 Aug. 2016.
9. Ibid.
10. Beer Facts and How It Saved the World.”
Image Notes:
1. “Good Beer.” Digital image. Tasty Fever. October 2012. Accessed September 2016.
https://tastyfever.com/2012/10/22/craft-beer-london-for-all-your-where-can-i-get-a-
good-beer-needs/.
2. Johnston, Ben. “Post B: Artist// Ben Johnston.” Digital image. KMarshall. February 26,
2015. http://www.marshallkdesign.com/sccablog/post-b-artist-ben-johnston/.
3. “Brewery.” Digital image. South Street Brewery. 2014. Accessed August 2016. http://
southstreetbrewery.com/?age-verified=e5017f8776.
4. “Contemporary Architecture.” Digital image. Arch Zine France. August 13, 2014. http://
archzine.fr/maison/l-art-et-deco-architecture-contemporain/.
5. “Munich Brauhaus.” Digital image. Pintrest. 2014. https://www.pinterest.com/
pin/251568329161658536/.
6. “Wood Plank.” Digital image. Beauty Wood Design and Decor Ideas. Oc
tober 2015. Accessed September 2016. http://www.wzchutian.com/glamorous-re
claimed-wood-planks-virginia/.
7. Laurie, Hugh, and Stephen Fry. “Boston, Massachusetts.” Digital image. A Ponder
ing Mind. September 2013. Accessed September 2016. https://aponderingmind.org/
category/photos/page/3/.
8. “We Want Beer.” Digital image. Brewery Becker. 2016. Accessed July 2016. http://
brewerybecker.com/home/img_9060_brewery-becker-brighton-mi/.

10

CULTURE AND PRECEDENTS Eating and drinking has been most
Today, dining out is a mindless task, we see significantly imaged through Leonardo da
restaurants nearly every time we go out. Vinci’s Last Supper, which holds immense
Restaurants as we know them today, like cultural and religious significance. Dining in
anything, evolved over time. In Ancient this painting, as well as dining in restaurants,
Rome, people would stop by a place known bars and brewery’s, can be a completely
as a ‘thermopolium,’ which served single theatrical experience.4
meals including cheeses, herbs, lentils and Dining will always be culturally significant
wine.1 As many Romans at this time didn’t and relate to societal conditions. Restaurants
have full cooking amenities in their homes, and brewery’s survive and flourish only in
the thermopoliums were highly used, and good economic and environmental conditions.5
often drew large crowds. It wasn’t until year Because they deal with food, they relate to the
1123 in eastern China, which flourished health and nourishment of their inhabitants,
economically, when we would start to see more while involving the surrounding environment.
conventional dining places similar to todays.2 Restaurants have the incredible ability
Menus allowed merchants and travelers to to enhance or display a locations culture,
choose their meals from a list of options. tradition and history.6 Today restaurants
The first American restaurant is known to be a and brewery’s often display local or foreign
Boston establishment opened in 1793 by Jean- tradition- which involves nutrition, art,
Baptiste Julien. Julien advertised the healthy architecture and habit specific to the region.
dishes the restaurant provided and promised They have the ability to bring different
to “nourish, invigorate and strengthen bodies cultures and knowledge to any place in the
with his various cordials, broths, soups and world.
meats.”3

Image 1. A Thermopolium in Rome, Italy 2: HISTORIOGRAPHY
Image 2. Leonardo da Vincis’ The Last Supper

demographics
The industry associates with many age
groups, races, religions and locations.7
There is not one specific group which used
restaurants as a gathering place, and to
most, it has served as a celebratory place to
eat. Building types are influenced by the
region of the restaurant, and today are even
influenced by the intent of the restaurant or
brewery. Size, location, design and layout
are all influenced by who will be occupying it,
the food that will served and where it will be
located.
Restaurants and breweries exist all over the
world, in rural, suburban and urban areas.
Typically, they are near populated locations,
as they rely on people’s business for profit.8
The modernizing restaurant has evolved in
the sense that they are more prevalent in
all areas of the world- especially ones with
decent economies. Climate has less effect on
restaurants then other industries, as people
in all corners of the world use eating and
drinking in a cultural and societal manner.

Image 3. Club del Doge in Venice, Italy



LIGHTING
Restaurants and breweries can have both natural
and/or artificial lighting features. Depending on
the physical structure or type of atmosphere you
desire, lighting can be a critical aspect to the space.
While deciding what kind of lighting to use in a
dining space, the warmth of the light should always
be considered.9 Through history, candlelight has
been a desired lighting while dining because fire
has been a crucial asset to preparing food- today
and in the past. Subconsciously people relate fire
and food together in a positive way.
It is also important that the physical structure,
the food, and the people are all lit in a flattering
manner. If these three aspects appear cold, sickly
or unflattering, the restaurant will instantly give
people a bad impression. By putting lights on
a dimmer you can instantly change the mood of
the space during different times of day.10 Always
focus on ways to enhance the design with the use
of proper track lighting, pendants and recessed
lighting, for they can truly make or break the
space.11

Image 4.

Image 5. Vesu Restaurant in Walnut Creek, CA
Image 6. The Alice House in London, England

Image 7. La Ristorante Favorita in Sorrento, Italy

“The new millennium has heralded an explosion in the style and taste of
interior spaces, perhaps nowhere more evident than in the interiors of bars
and restaurants. Synonymous with reinterpretations of culture, the variety
of restaurants and bars reflects the social, cultural and economic shifts that
the last century has witnessed…. The increased mobility afforded by more
accessible air travel, has triggered new approaches to food, to drinking and
eating which in turn have stimulated an unprecedented level of innovative
responses in architecture and interior design.”12

Notes:
1. Butler, Stephanie. "Restaurants Before the Contemporary Eatery." History, November 26, 2012. Accessed

September 1, 2016. http://www.history.com/news/hungry-history/restaurants-b-c-e-before-the-contempo
rary-eatery.
2. Ibid.
3. Ibid.
4. Farrelly, Lorraine. "Part 1." In Bar and Restaurant Interior Structures. Great Britain: Wiley Academy, 2003.
5. Ryder, Bethan. Restaurant Design. 1st ed. New York: Abbevile, 2004.
6. Ibid.
7. Restaurants Before the Contemporary Eatery.”
8. "Craft Breweries." First Key: Consultants to the Brewing Industry. First Key Consultants Inc., 2016. Web.
Aug. 18.
9. Hennessy, Tom. "Creating the Perfect Atmosphere for Your Brewpub or Tasting Room." Brewers Association.
April 3, 2014. Accessed July 10, 2016.
10. Ibid.
11. Ibid.
12. Part 1. In Bar and Restaurant Interior Structures ”
Image Notes:
1. “Thermopolium.” Digital image. Museum of Artifacts. May 2016. Accessed September 2016. http://muse
um-of-artifacts.blogspot.com/2015/11/what-did-romans-eat-food-from-pompeii.html.
2. “The Last Supper.” Digital image. Alpha Coders. 2016. Accessed September 2016. https://wall.alphacoders.com/
big.php?i=180493.
3. “Romantic Candlelight Dinner.” Digital image. Club Del Doge. 2016. Accessed August 2016. http://www.clubdel
doge.com/.
4. Madert, Jan. “Finding the Light.” Digital image. Bokeh Burger. June 28, 2013. Accessed July 2016. https://bo
kehburger.wordpress.com/2013/06/28/finding-the-light/.
5. “Vesu Restaurant.” Digital image. Architizer. 2016. http://architizer.com/projects/vesu-restaurant/.
6. “The Alice House.” Digital image. On In London. September 2016. Accessed September 2016. http://onin.lon
don/review-the-alice-house-queens-park/.
7. Hoehne, Leah. “La Ristorante Favorita in Sorrento, Italy.” Personal Photo. 2016.

18

Image 1.

3: CASE STUDIES

Image 2. Harpoon Brewery’s Site

Image 3. Harpoon Brewery’s Exterior Signage Image 4. Harpoon Brewery’s Brewhouse

306 Northern Ave, Boston, MA 02210 3.1: HARPOON BREWERY
50,000 square feet
Renovation by Studio Luz Architects
Renovation Completion: 2013

SITE & CONTEXT

Harpoon began when three friends travelled
through Europe and experienced new traditions,
culture and beer. When they arrived back to
America inspired, they decided to start brewing in
1986, to create beer they wanted to drink with their
friends.1 The company holds strong tradition with
its roots and its dream, and thrived to create an
experience which promoted the importance of local
craft and friendship in the original brewery.2

Harpoon Brewery and Beer Hall is located in a
warehouse on the Boston Waterfront which can
be seen in image 2. It is only a ten minute drive
from downtown Boston and is close to so many of
the city’s major attractions, giving it a prime and
accessible location. Harpoon promotes active,
healthy and green lifestyles by encouraging
employees and visitors to ride their bikes to the
brewery.3

Image 6.
Image 5. Harpoon Brewery’s Entrance

DESIGN CONCEPT & STYLE Image 7.
The layout of the customer facing part of the brewery is
mainly on one floor, with the exception of bridges around 24
the beer kegs shown in image 7. It is easy for one to
understand the circulation of the building when inside,
for the main dining and bar area is in one elongated
space, while the touring and brewhouse areas break
off into a different section of the building. These semi-
private spaces require reservations and tour guides
to enter, so visitors will rarely have to find their way
alone. The warehouses’ layout has a clear separation
between where typical visitors spend time, and the more
privatized brewhouse. Image 7 depicts the public space
towards the front, while the more private brewhouse is
towards the back, further from the main entrance.
The design of this brewery focuses on the practical use
of the space as a beer hall, touring area, retail outlet,
function hall, brewhouse and kitchen. The main visitors
part of the building was renovated in 2013. While
organizing the space, the architects and designers
strategically placed service areas and bars to lead
visitors from production to consumption areas.4 A large,
centralized bar acts as a focal point in the floor plan,
which separates the entrance and waiting area for tours
from the main beer hall. The space promotes numerous
opportunities for social encounters. The function room
is open to the main beer hall with a dramatic bi-fold
overhead door that allows a private or open space.5 The
retail area has a growler filling station with 24 types
of beer for visitors to serve themselves.6 This growler
allows visitors to test the Harpoons brews at their
own leisure, making a very customizable, exciting and
different experience for the users.

INTERIOR DESIGN The interior, too, features countless sustainable
Harpoon Brewery in Boston was recognized with elements and practices which are so important
the Boston Green Business Award in Spring to the company. The interior showcases
of 2012.7 They even have a Sustainability many industrial elements, such as pipework,
Committee made up of staff from different stainless steel, storage vats, bottling lines
departments who identify and execute green and other mechanical details.11 To allow for
initiatives at their breweries in Massachusetts a more comfortable and natural scene, they
and Vermont.8 At their facilities they follow a paired the industrial aspects with reclaimed
number of sustainable practices which continue plank oak floors, salvaged live edge Vermont
to grow: butternut bartops and wood communal
They treat brewery wastewater on-site, reduce tables shown in image 8.12 All finishes
the need for bottled waters by using “Water and lighting were intended to promote a
Monsters” at outside events, and even provide warm, authentic character that the company
local farmers with their spent grain to be used demonstrates. Large, circular metal light
as animal feed, rather than putting it into pendants, shown in images 9 and 11 act like
landfills.9 It is a priority for the company to old fashion candlelight’s, providing an intimate
waste as little as possible. They have even atmosphere despite the large amounts of
found ways to use less sanitizing chemicals by natural daylighting they get from the windows
reusing solutions whenever possible.10 They during the day, which can be seen in image 9.
make an effort to recycle or reuse anything To save electricity, the lights in their facility
possible, including paper, glass and cardboard are on motion sensors to reduce the amount of
from unavoidable packaging materials. time they are on with no purpose.13
Even when they brew beer they think of ways
to make the process more environmentally
friendly.11

Image 8. Beerhall Image 10. Retail Space

Image 9. Image 11.

Image 12.

POST OCCUPANCY SURVEY
When conducting a post occupancy survey, I discovered positive and negative aspects of the space. The new
design of the main public area gives an extremely welcoming environment when people first enter the space.
This beer hall is long and narrow, which often keeps people from circulating around the space, which is a
negative aspect because the initial design intent hoped to allow even more social encounters. When the beer
hall gets crowded, which often happens during the evening and weekends, it is sometimes hard for people to
maneuver around the space so they often stay at their designated tables rather than wandering throughout
the long and narrow floor. Overall, people find the space to be organized in a functional and usable manner.
The brew house acts as a separate entity from the rest of the building, but is accessible to those who are truly
interested and reserve a tour. I would have found it more appealing for the brew kegs to be visible from the
public area, which would showcase and emphasize the craft and personalization associated with the brewery and
restaurant to all visitors.

Image 13.

While examining the materials used at Harpoon I learned how sustainable and innovative techniques could
bring out the natural beauty of the existing space while adding a unique and personalized twist to the design.
The materials and furnishings used in the brewery relate to the concept of the company, and create an inviting,
comfortable and cozy atmosphere which people would be willing to stay and socialize in for hours. As a brewery,
people are welcome to sit and enjoy food and beverages for long periods of time, and the waiters are friendly and
do not rush visitors who are actively ordering appetizers, meals or beverages. They find that people who sit down
for dinner at the tables are only there for about an hour, while people who sit at the bar or are in the function
hall could be there for longer. I find it important to recognize how people will be using the space and for what
amount of time and organize it appropriately to accommodate these needs.

28

Iron Hill Brewery and Restaurant
8400 Germantown Avenue, Philadelphia, PA 19118
5,000 square feet
By Sandvold Blanda Architecture + Interiors
Completed: December 2011

SITE & CONTEXT
Iron Hill Brewery at this Chestnut Hill location is the ninth restaurant to open in the chain, which
originated in Wilmington, Delaware in 1996.1 From 1995 to 1997, 600 brewpubs and 300 microbreweries
debuted nationwide. The production grew 50 percent each year, until 1997 when the industry growth
skidded to four percent.2 Right as Iron Hill Brewery opened production growth decreased, which
demanded they have great quality and authenticity in order to stay afloat in the market.
When looking to open a brewery within Philadelphia, Iron Hill founding partner Kevin Finn says they
hoped to find a “place with a vibrant community where they could become a part of a great neighborhood,
and Chestnut Hill fits that perfectly.”3 Chestnut Hill is crowned for its lively and comfortable restaurant
and retail culture.4 The long stretch of Germantown Avenue is one of cobblestones and unique, privately
owned businesses. The tailored atmosphere of the street brings in tons of foot traffic every day, making it
a popular destination for millennials in particular.
Iron Hills core customer initially was college graduates between ages 25 and 54 in the upper income
bracket.5 They wanted to be ‘Main Street- driven’ and be in small urban towns with upscale populations.
It was important for the quality driven company to be located in areas with good foot and car traffic in
order to be successful.6

Image 1. Main Dining Area 3.2: IRON HILL BREWERY

Image 2. Iron Hill Brewery Exterior

Image 3. Iron Hill Brewery Placemat Image 4.

DESIGN CONCEPT & STYLE

The architect, Sandvold Blanda, designed all of their brewing process while on the restaurant floor.
locations breweries.7 Each location features an open Restrooms are in the furthest part of the space,
kitchen, a spacious bar and exposed microbreweries.4 behind the kitchen, which can be entered through a
All of the company’s breweries are in pre-existing long, narrow hallway.
buildings, which meant each one’s design had to The space which was transformed into a bar has high
be unique and adapt to the shell of the space. The ceilings and a fireplace. Windows along the front
Chestnut Hill location is in a former one story façade facing the street can be opened completely.
Express clothing store in a small retail center which This massive garage-like window allows seating to be
can be seen in image 15.8 As you enter you get a easily moved outside along the sidewalk. This allows
glimpse of part of the restaurant floor and open visitors to enjoy interior comfort while having fresh
bar area, which holds 250 seats. Further in the air, and allows pedestrians walking by to experience
restaurant is a more private dining area, which can a preview of Iron Hill. The adjustable window
view both the enclosed microbrewery and kitchen creates a fantastic relationship between the interior
which both have transparent glass walls. These large and lively street scene outside.
plate glass windows allow visitors to watch the

32

Image 5. Private Dining Area

INTERIOR DESIGN

The material pallet is dark and romantic, with deep brown woods, red
undertones and black metal elements. The floors are wood, along with most
of the furnishings. The ceiling acts as a focal point in the space, with large
copper-like elements that drop below the ceilings pipework. These pieces
provide texture, depth and extra color to the space, and are emphasized with
small spotlights which hang between them. Industrial metal chandeliers
hang from the ceiling in the main dining area as well to add sparkle and
a dim ambiance at night. During the day, the space is bright with natural
daylighting spilling in through the window on the front façade.

POST OCCUPANCY SURVEY

When speaking with a worker at Iron Hill I learned some strengths and
weaknesses of the design. The plan of the building circulates around the
entire space and is easy to understand. Most areas in the space are directly
adjacent to a great design element. For instance, if you are sitting at the bar
you get to see the fireplace, if you are in the main dining area you are part
of the bar scene, and you could be sitting right next to a giant open window
if the weather is pleasent. If you are in the back, more private dining area,
you are directly next to the open kitchen and microbrewery, where you can
watch the food be prepared or beer be brewed. The restaurant in general is
very small and intimate, and the design reflects just that. They found the
overall aesthetic to be friendly and conversational.

It was important for me to study a small brewery which was located within
city limits, but not downtown. This establishment is in the northern part
of Philadelphia, which means it may be harder to attract people away
from center city to come there, especially during Philly Beer Week or other
brewer’s festivals. Much like my proposed brewery location which is not in
the center of a city, Iron Hill had to find success factors which would drive
people from all surrounding areas to visit, while making it feel like a part of
a community that people would speak highly about.
34

Southern Pacific Brewery
620 Treat Avenue, San Francisco, CA 94110
10,000 square feet
By Boor Bridges Architecture
Completed: January 2012

SITE & CONTEXT
Southern Pacific Brewery is set in the “brewing district” of San
Francisco, tucked away behind a high school, making it a hidden gem
that people immediately started talking about.1 When the co-founders
of the company decided upon this pre-existing structure, which formerly
was the Mission District’s C.A. Kilger Machine Works warehouse, they
gained inspiration from the surrounding site.2
It was inspired and named after a railroad line that extended down
Harrison Street which is adjacent to the site, in the early 1900’s.3 The
Southern Pacific rail line inspired the rustic boxcar-esque interior.4 When
digging in the site the founders even found an old railroad sign and
footing for old brew tanks. They hoped to keep the industrial feel that
made this Mission District what it was a hundred years ago.5

Image 1. Southern Pacific’s Main Dining

Area and Bar

3.3: SOUTHERN PACIFIC BREWERY

Image 2.

DESIGN CONCEPT & STYLE Boor Bridges Architecture focused on bringing
The brewery features patio seating outside and a long immense natural light into the large open space by
bar that runs down the right wall by the front entrance. creating generous skylights, shown in image 2, and
Across from the bar wall is a large roll-up door that a custom-built glass front wall framed in galvanized
beer barrels can exit the building from. There is one steel.6 To create a relationship between the exterior
main floor with high vaulted ceilings, with the exception and interior, there are two living trees growing inside
of a small private bar and seating area which is on a amongst the airy space of steel and glass. The owners
mezzanine which has a great view through the front and architects used a sustainable approach when
glass façade. Below the mezzanine is the kitchen, which designing by using numerous recycled and reclaimed
has a dumb waiter that can bring food to the space elements. The rough materials chosen add a creative
above. weathered feel which warms up the old industrial
bones of the building.7

Image 3. Southern Pacific Brewery Image 4.
Planning Diagram

38

Image 5. Southern Pacific’s Courtyard and Entrance Image 6. Material Pallete

INTERIOR DESIGN

Reclaimed lumber from a 100 year old redwood barn is used for the back bar and face of the bar. shown in image
7.8 The bar tap is made from an old metal I-beam that was reclaimed from the Mission District’s Wigwam Theater
which closed in 1987.9 The tables in the restaurant brewery are made of reclaimed douglas firs from the shops
old mezzanine, while the seats are made from old church pew salvaged wood.10 The restrooms even feature
sustainable elements, by using reclaimed vintage sinks shown in image 7.11

“The brewery’s expansive space, combined with the abundance of natural light filtering

down from above, makes it feel like a daylit sanctuary – an impression strengthened by
the two planted trees, which should have no problem thriving in the airy environment”12

Image 7. Bar and Restroom

I think the success of Southern Pacific Brewery and Restaurant relies heavily on the aesthetically individual
and unique place. People would enjoy visiting a place solely because of the interesting and different features the
restaurant has. Although it probably won’t be stumbled upon by pedestrians due to its hidden site, its special and
customized qualities make it highly talked about in person and through social media. The creative features inside,
including the live trees, exposed warehouse structure, and vintage and recycled style furnishings bring life and
excitement to a historical time and place, driving young people especially to it for years to come.

40

Victoria Brown Bar
Costa Rica 4827- Buenos Aires, Argentina
4,000 square feet
By Hitzig Militello Architects
Completed: 2013

SITE & CONTEXT
Victoria Brown Bar transformed an abandoned warehouse into an ominous
steampunk bar, restaurant and coffee shop in the thriving city of Buenos Aires.
The exterior façade of the space is completely covered with advertisements of
old films and a sliding gate can cover the facade which is graffitied over with an
image of Queen Victoria, shown in image 2.1 Bypassers would never know what
the interior hides without taking a chance and stepping into the enchanting
space. The interior acts as one of the cities many ‘speakeasys,’ with disguised
doors to enter the coffee shop and the bar.

Image 1: Victoria Brown B

Bar’s Bar and Dining Area 3.4: VICTORIA BROWN BAR

Image 2: Victoria Brown Bar’s Main Entrance Image 3: Coffee Bar Detail

DESIGN CONCEPT & STYLE
When designing the space Hitzig Militello Architects focused on creating an industrial environment by taking
elements of the industrial revolution, and mixing it with contemporary style to add a luxurious and classified
dignity to the mysterious environment.
The functions of Victoria Brown all lie on one floor of the warehouse. It was entirely remodeled with the exception
of the existing kitchen.2 The layout of the space suggests the designers wanted to add a secretive element that
would divide the coffee shop in the front of the space from the bar in the back of the space. There are secret in
and out doors covered in brick. This fictitious wall suggests that the entrance to the bar is protected by a haunted
photo on the wall typical of the early 20th century.3 The only way you can identify the door leading to the bar,
which would otherwise blend in with the wall, is by a red drape covering the seams. This hidden door can be seen
in image 4.

Image 4: Coffee Bar and Bar Entrance Image 5: Bar Counter

The space required some sort of segmentation that would control each space and its function. The architects
created three ‘stations’ which divide the back restaurant area.5 These stations are centralized booths that act as a
focal point, and separate the coffee shop, bar, lounge, and dining area in the factory-like setting. To emphasize this
important moment in the design, they created and transformed structural welded tubes from the old ceiling into
lights, which create a heavy depth and dimension to center of the restaurant and mimic distilled whiskey.6 The
tanks are illuminated inside, creating a soft orange glow above the massive booths, shown in image 1. The ‘living
rooms’ are divided by old scissor doors, allowing versatility amongst the space. These unique doors add immense
character and help take the occupant back in time.

44

Victoria Brown Bar Image 6.
Section Image 7.
Victoria Brown Bar
Floor Plan Image 8: Dining Area

INTERIOR DESIGN
The entire bar and restaurant holds new and old objects
and antiques to create a dynamic charm that the designers
intended to create. Above the bar is a large watch designed
gear made of metal, shown in image 5.7 In the center of the
main dining area is a old piece of machinery from the 19th
century. The style is extremely eclectic from floor to ceiling.
Old paintings hang on brick walls, which was treated by a
specialized designer to make them appear similar to that of
an old factory in the nineteenth century.
The coffee shop has a combination of local elements, with a
New York bakery aesthetic.8 It is bright, with an old fashion
style and pallet, with black and white tile floors, and a
farmhouse white tile bar and backsplash. It feels quaint and
comfortable, but features elements that correlate with the
mysterious bar that hides behind it.
The color pallet of the bar is very dark and mysterious, with
dark greys, hard materials like wood and metal, and small
moments of light. Although the bar features a long stretch of
a skylight, it is rather dark. Artificial light bring attention
to the dramatic parts of the bar, ceiling and wall elements.

Harpoon Brewery Iron Hill Brewery
1. Miller, Norman. "The Beer Nut: Boston's Harpoon Brewery 1. George, Pam. “Iron Hill Brewery’s Restaurant Success

Spearheading a Revolution." The Metrowest Daily News. May Story.” Main Line Network, 2012. Accessed September 19,
25, 2011. Accessed September 11, 2016. http://www.metrowest 2016. http://www.mainlinetoday.com/core/pagetools.php?page
dailynews.com/x1868071019/The-Beer-Nut-Bostons-Har id=9233&url=%2FMain-Line-Today%2FJune-2012%2FIron-Hill-
poon-Brewery-spearheading-a-revolution. Brewerys-Restaurant-Success-Story%2F&mode=print.
2. Ibid. 2. Ibid.
3. "All About Harpoon." Harpoon Brewery. 2016. Accessed 3. Pete Mazzaccaro. “Iron Hill to Open in Chestnut Hill.” Chestnut
Septem ber 6, 2016. https://www.harpoonbrewery.com/about. Hill Local, March 11, 2011. Accessed September 20, 2016.
4. Ibid. http://www.chestnuthilllocal.com/2011/03/11/it%E2%80%99s-offi
5. Ibid. cial-iron-hill-to-open-in-chestnut-hill/.
6. Ibid. 4. Ibid.
7. "Harpoon Brewery Visitors Center." Studio Luz Architects. 2013. 5. Iron Hill Brewery’s Restaurant Success Story. ”
Accessed September 5, 2016. http://studioluz.net/post/work/ 6. Iron Hill Brewery’s Restaurant Success Story. ”
harpoon-brewery-visitors-center/. 7. Iron Hill Brewery’s Restaurant Success Story. ”
8. Ibid. 8. Stadd, Allison. “Iron Hill Brewery & Restaurant’s Chestnut Hill
9. Ibid. Location, Their Ninth Outpost and First in Philadelphia.”
10. Ibid. Visit Philadelphia. December 30, 2011. Accessed September 19,
11. Ibid. 2016. http://www.uwishunu.com/2011/12/iron-hill-brewery-
12. The Beer Nut: Boston’s Harpoon Brewery Spearheading a restaurants-chestnut-hill-location-their-ninth-outpost-and-first-
Revolution. ” in-philadelphia-set-to-open-january-4/#sm.000ezishjs
13. Harpoon Brewery Visitors Center.” 88f7z106v2qk2ll012y.
Image Notes:
Image Notes: 1. “Iron Hill Brewery” Digital image. Chestnut Hill Local. Accessed
1. “World Map.” Digital image. HD Wallpapers. October 7, 2015. September 14, 2016. http://www.chestnuthilllocal.com/directory/
listing/iron-hill-brewery
https://www.hdwallpapersinx.com/worlds-map-hd-wallpapers/. 2. “Chestnut Hill.” Digital image. Iron Hill Brewery & Restaurant.
2. “Location Diagram.” Digital image. Studio Luz Architects. May 8, Accessed September 20, 2016. http://www.ironhillbrewery.com/
chestnuthill/
2012. http://blog.studioluz.net/tag/harpoon-brewery/. 3. “First Pour at Iron Hill” Brew Review Photography. August 19,
3. “Harpoon Turns 30!” Digital image. Harpoon Brewery. June 15, 2013. https://boozedancing.com/2013/08/19/first-pour-iron-hill-
brewery-voorhees/
2016. https://harpoonturns30.splashthat.com/. 4. “Iron Hill Brewery to use only half of the Express Property.”
4. Maeda, Wendy. “Harpoon Brewery.” Digital image. The Bos Digital image. Newsworks. March 17, 2011. http://www.news
works.org/index.php/local/mt-airychestnut-hill/15445-iron-hill-
ton Globe. September 1, 2015. https://www.bostonglobe.com/met brewery-and-restaurant-assures-residents-on-parking-concerns
ro/2015/09/01/the-secret-ingredient-harpoon-brewery-new-beer- 5. Carly Szkaradnik. “Iron Hill Brewery” Digital image.
charles-river-water/qsGtGU3IMTwI3yXSUo9xkM/story.html. Eater Philadelphia. December 11, 2014. http://philly.eater.
5. Studio Luz Architects. “Harpoon Brewery Visitors Center.” Dig com/2014/12/11/7376885/iron-hill-brewery-opening-ardmore-ex
ital image. Studio Luz Architects. Accessed September 4, 2016. pansion
http://studioluz.net/post/work/harpoon-brewery-visitors-center/.
6. Ibid.
7. “Tour Experience Diagram.” Digital image. Studio Luz Archi
tects. May 8, 2012. http://blog.studioluz.net/tag/harpoon-brew
ery/.
8. Harpoon Brewery Visitors Center.”
9. Ashley Smith. “How to Tour Beer.” Digital image. My Wanderlust
Life. March 30, 2016. http://mywanderlustylife.com/cigar-city-
brewery-tour/
10. Harpoon Brewery Visitors Center.”
11. Yuri Kriventstoff. “Harpoon Brewery Beer Hall.” Digital image.
The Boston Magazine. Fall/Winter 2014. http://www.bostonmaga
zine.com/weddings/article/2014/07/01/rehearsal-dinner-ven
ues-massachusetts/
12. Harpoon Brewery Visitors Center.”
13. Harpoon Brewery Visitors Center.”