Restaurant Renovation Design - Process Book

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This was an interior redesign project for an existing restaurant in San Francisco, Ella’s Restaurant. With a focus on codes, sustainability, durability, maintenance and aesthetics, I selected materials that were commercial-grade and relevant to my design concept. My concept was inspired by the differences between the left and right sides of the brain. I contrasted elements of the left and right brain by mixing chaotic and organized patterns, bold and neutral colors, curved and straight lines, etc.

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Restaurant Renovation Design - Process Book

  1. 1. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials DESIGN PROCESS BOOK Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials
  2. 2. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials TABLE OF CONTENTS: Programming Pages 3 - 12 Schematic Design Pages 13 - 25 Design Development Pages 26 - 36
  3. 3. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Ella’s Restaurant: Programming Research & Info Gathering Introduction: Ella’s Restaurant, known to be one of Laurel Height’s hottest breakfast spots, sits on the bustling intersection of California St and Presidio Avenue in the Laurel Heights/ Presidio Heights district. During the weekends, locals, nearby residents and tourists alike will wait over an hour to be seated. Midweek breakfasts and lunches are less busy, and small groups can usually squeeze in without a wait. Today, Ella’s serves breakfast and lunch only. The restaurant specializes in classic American comfort food at a reasonable, moderate price. Ella’s Restaurant used to also offer reasonably priced comfort food for dinner as well (to include pot roast, lamb shank, gnocchi and more) until 2007, when the dinner service discontinued. Despite their sometimes slow service, customers are fairly loyal to the establishment due to their consistent, home cooking. As an independent full-service restaurant, Ella’s has always maintained the “homey” ambiance through its menu, service and décor. Ella’s is located in a small quaint suburban neighborhood. The Laurel Heights and Presidio Heights area is a primarily middle class, suburban neighborhood. Streets are known to be safe, and many white and Asian families live in the area. Ella’s is centrally located right next to three major Muni lines: the 1, 3 or 43. If people come to visit the neighborhood, it’s often due to the fact that their visiting the California Pacific Medical Center’s California Campus, UCSF or the nearby Jewish Community Center. Main shopping areas lie on California Street (west of Ella’s), which includes upscale expensive boutiques and restaurants often favored by “well-off-stay-at-home-moms.” 3
  4. 4. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Problem Statement: Ella’s Restaurant is a top weekend brunch spot in the Laurel Heights/Presidio Heights district in San Francisco, California. An independent full-service restaurant, Ella’s currently does extremely well on the weekends, with lines out the door and a steady, loyal demand for the moderately priced, home-style cooking. Weekday breakfasts and lunches carry a steady flux of loyal customers, though the restaurant is never as crowded during the week (compared to the weekends). Currently, customers who’ve never heard of Ella’s are less likely to drop in due to the outdated décor and slightly above-margin menu prices. The owner’s of Ella’s Restaurant believe that the restaurant can attract more young residents and visitors from nearby foot traffic hub spots (such as California Street foot traffic, Sacramento Street foot traffic and UCSF students) with a refreshed, renovated design (to match the menu prices). In addition, the owners would like to add a very casual, comfortable, low-priced dinner menu to the neighborhood, as there is not currently any other moderately priced, home-style dinner restaurants in the neighborhood. Online User Research: Restaurant Category: • Type: Comparative Diner • Average Spend Per Person (including drink, tip and tax): o $ - Cheap, under $10 o $$ - Moderate $11-30 - ELLA’S o $$$ - Spendy $31-60 o $$$$ - Splurge Above $61 Site Location: 4
  5. 5. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Site Visit: Below are some initial notes and sketches taken while visiting Ella’s on Monday afternoon around 12pm. Goals and Objectives: The end goal for the design renovation and new dinner feature is to increase revenue for the restaurant. The new design is meant to match the slightly above-average menu prices, because currently, the décor is outdated and irrelevant to market expectations. Additional short and long term goals are included below: • Use evidence-based design strategies throughout the programming and conceptual phases • Stay true to the Ella’s Restaurant brand across all design elements • Train and hire attentive and reliable staff to ensure a fast and easy experience for the customers • Avoid creating a drastic renovation change where the loyal customers no longer feel like it’s the same restaurant • Break even all costs within two years Current Users: Current & Target Market o The type of customers who come to Ella’s care more about quantity and quality of food, rather than small portioned, high-priced yuppie dishes. They are willing to pay a bit (but not a whole lot) more for a good quality dish, and these customers are less concerned about profile status. o Neighborhood locals, out of towners, families, couples, singles, groups of 2-5 friends o All age groups, medium household income, blue collar o Kid-friendly Additional Users of this space o Wait Staff o Kitchen Staff o Managerial Staff o Delivery Service Workers o Mechanical Men 5
  6. 6. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Current Competition: Primary: Nearby breakfast/brunch restaurants “Is there anywhere else close-by with a shorter line?” Rigolo Café (Laurel Heights) Baker and Banker (Pac Heights) Kate’s Kitchen (Hayes Valley) Sweet Maple (Lower Pac Heights), Blue Jay Café (Nopa) Elite Café (Lower Pac Heights) Eddie’s Café (NOPA) Magic Flute Garden Ristorante (Presidio Heights). Potential Dinner Competition: Nearby dinner restaurants, “What do you feel like for dinner tonight?” Rigolo Café (Laurel Heights) The Corner Store (Laurel Heights) Hisago (Laurel Heights) Thai Café (Laurel Heights) Midori Sushi (Laurel Heights) Osteria (Presidio Heights) Pasta Pomodoro (Laurel Heights) Mel’s Drive-In (Laurel Heights) Magic Flute Garden Ristorante (Presidio Heights) Secondary: Further away, but destination breakfast/brunch restaurants “Let’s just go to another neighborhood” Eats (Inner Richmond), Mama’s (North Beach) Town’s End (SOMA) Chloe’s Café (Dolores Heights) Zazie (Cole Valley) Rose’s Café (Cow Hollow) Universal Café (Mission) Dottie’s (SOMA) Tertiary: Destination restaurants “Worth the drive...” Sally’s (Potrero Hill) Just for You (Potrero Hill) Brenda’s Soul Food (Tenderloin) Homemade Cafe in (Berkeley) 6
  7. 7. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials City Zoning: Ella’s Restaurant is located in a Neighborhood Commercial District, in an NC-2 zone. NC-2 is a small scale, 2 commercial stories type building. Occupancy: A-3 Occupancy Load: TBD Structural and Operational Requirements: • Energy efficient HVAC units for proper cooling and heating • Adequate fire safety features such as automatic emergency sprinkler systems, automatic alarms and exit doors • Sufficient lighting units for staff and customers (to be used in combination with natural light) • Access to water as well as plumbing fixtures for all restrooms • Alarm systems to ensure security at night • ADA compliant across all measures • Staff access to the building from 4am 2am, as hours of operation will be from 6am-10pm Code Research: There are several codes to be aware of as it relates to a restaurant renovation. The following requirements must be met by the California Retail Food Code: • Multiuse food-contact surfaces shall be all of the following: o Smooth o Free of breaks, open seams, cracks, chips, inclusions, pits and similar imperfections o Free of sharp internal angles, corners and cervices o Finished to have smooth welds and joints • Nonfood-contact surfaces of equipment that re exposed to splash, spillage or other food soling or that require frequent cleaning shall be constructed of a corrosion- resistant, nonabsorbent and smooth material that allows easy cleaning and to facilitate maintenance and free of unnecessary ledges, projections and crevices to allow for easy cleaning and to facilitate maintenance • Materials that are used in fabric implements shall not allow the migration of deleterious substances or impart colors, odors, or tastes to food and under normal use conditions shall be safe, durable and sufficient in strength to withstand repeated cleaning or laundering and shall be resistant to fraying and deterioration. • Except as specified, copper and copper alloys such as brass may not be used in contact with a food that has a pH below six, such as vinegar, fruit juice, or wine or a fitting or tubing installed between a backflow prevention device and a carbonator • Clean toilet rooms in good repair shall be provided and conveniently located and accessible for use by employees during all hours of operation. The number of toilet facilities shall be in accordance with applicable local building and plumbing ordinances. Toilet tissue shall be provided in a permanently installed dispenser at each toilet • Sufficient natural or artificial lighting shall be provided o At least 10 foot candles: At a working surface on which alcoholic beverages are prepared or where utensils are used in preparation or service of alcoholic beverages are cleaned o At least 20 foot candles: In server stations where food is prepared • Each permanent food facility shall be fully enclosed in a building consisting of permanent floors, walls and an overhead structure that meet the minimum standards as prescribed by this part • Walls and ceilings of all rooms hall be of a durable, smooth, nonabsorbent and easily cleanable surfaces 7
  8. 8. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Floor Level Change Codes: • Ground and floor surfaces along accessible routes and in accessible rooms and spaces including floors, walks, ramps, stairs, and curb ramps, shall be stable, firm, slip-resistant • Changes in level up to 1/4 in (6 mm) may be vertical and without edge treatment (see Fig. 7(c) ). Changes in level between 1/4 in and 1/2 in (6 mm and 13 mm) shall be beveled with a slope no greater than 1:2 (see Fig. 7(d) ). Changes in level greater than 1/2 in (13 mm) shall be accomplished by means of a ramp that complies with 4.7 or 4.8. • If carpet or carpet tile is used on a ground or floor surface, then it shall be securely attached; have a firm cushion, pad, or backing, or no cushion or pad; and have a level loop, textured loop, level cut pile, or level cut/uncut pile texture. The maximum pile thickness shall be 1/2 in (13 mm) (see Fig. 8(f)). Exposed edges of carpet shall be fastened to floor surfaces and have trim along the entire length of the exposed edge. Carpet edge trim shall comply with 4.5.2. Spatial Requirements: • Kitchen space should occupy about 40-50% of the total square foot space • The entrance and seating area should be in the front of the restaurant • Men and women’s restrooms must be in close proximity to the seating area • Manager should have an office that can overlook both the front of the house as well as the back of the house • Aisles and tables must be within reasonable, comfortable proximities to one another o Table Service requires 15 to 18 square feet per person o Main circulation space should be 3-5 feet wide • Wait stations should be included in the design o One small wait station of 2x2 feet is recommended for every 20 seats, or one large station of about 8x20 feet for every 50 seats • Way finding paths should be clear and understandable • Different size tables to accommodate different group sizes Spatial Zoning: • Public Zones o The public zone in the restaurant is the “front of the house.” This includes the entrance, waiting areas, dining area, service and restrooms. The entry area should guide the customer to the ordering area with both visual and way finding cues. • Private Zone o The private zone is considered he “back of the house.” This includes the kitchen, food prep areas, staff break room, staff restroom, manager’s office, dry and cold storage, as well as an area for waste and disposal. 8
  9. 9. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Case Study #1: McLintock’s McLintock’s is a breakfast, lunch and dinner restaurant in downtown San Luis Obispo. In this case study, I know that McLintock’s does particularly well for both breakfasts and dinners. By label, they are a steakhouse, though they serve all different kinds of meals on their menu. They are almost always busy and locals seem to really enjoy coming back to this restaurant. My goal for this case study is to understand how and why it does well for both breakfast and dinner. I had the opportunity to ask a few local residents if they go to breakfast or dinner at McLintock’s. After several surveys, I found that many locals go to both breakfast and dinner. Breakfasts are particularly popular during the weekends, and dinners are popular throughout the week and weekends. When I asked a few different people why they think it works for breakfast and dinner, I received the following quotations: • “They have their niche of steaks and they do it well” • “They’re good hearty meals, you can get a steak and eggs for breakfast.” • “They have a unique atmosphere – goes well with steakhouse, having heads of animals on the walls.” • “I think because they’re known as steakhouse, their meat for dinner or breakfast works just as well.” There are other steakhouses in the area, though no other restaurants directly compete with McLintock’s. It’s a step up from Tahoe Joe’s or Outback Steakhouse because it doesn’t have the “commercial feel.” It feels like a family-owned and operated restaurant with a personal, human element. Looking at the décor of this restaurant, the casual, cowboy, laid-back feel works for both breakfast and dinner. The space is a little cramped, but that fits the style of the restaurant. It’s a “meat and potatoes” kind of restaurant, where people should feel like they’re getting home-style service and a “not too fancy” meal. If the décor were fancier, locals would probably (subconsciously) feel that the food got fancier, which is something that would not work well here. Based off my observations and interviews, it seems that McLintock’s does well because they’ve narrowed down their focus to something that they’re really good at. They’re known for their good steaks, and they’ve been able to consistently translate that niche specialty across three different meal types (breakfast, lunch and dinner). They’ve kept up the same steak quality whether it’s dinner, lunch or breakfast. I think that if McLintock’s steak and eggs or chicken fried steak (on the breakfast menu) wasn’t consistent with the quality of the dinner steaks – then this restaurant wouldn’t do as well. 9
  10. 10. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Case Study #2: Big Sky Cafe Big Sky Café is a breakfast, lunch and dinner café located in downtown San Luis Obispo. Like Ella’s, Big Sky is a restaurant predominantly known for their delicious breakfasts. On weekends, neighborhood locals and visitors alike will flock to Big Sky, and it’s usually pretty crowded for brunch, and people usually have to wait for a table. Big Sky is known for it’s farm-to-table, healthy fresh food. There are a lot of vegetarian and vegan options as well as plenty of options for the meat-lover. I had the opportunity to speak with a small group that was eating breakfast on a Saturday morning. A particular quotation stood out to me while speaking with them: - “We love breakfast here, and we’d love to try dinner too.” After considering this statement, I spoke to several other locals about the restaurant. Something I found particularly interesting is that a lot of people who went for breakfast liked it so much that they’d like to eventually try dinner too. Or, some people loved their dinner so much, they’d love to come back for breakfast. Or some people who came for lunch, would love to try dinner. Bottom line: there is a loyal set of customers coming to Big Sky, and these loyal fans believe there will be consistency in the quality food, which is why they are willing to try another meal type. *I also noticed acoustical ceiling panels to keep noise down. Similar to my findings at McLintock’s (case study #1). Big Sky does well because they’ve identified and maximized their market differentiation. That is, they’re one of the only vegan, vegetarian, truly healthy “sit-down” restaurants in the downtown area. In addition to that, they’re food is consistent across all meal types. If locals are looking for a healthy breakfast, they know they can count of Big Sky for a healthy dinner too. Some complaints I heard were that they loved the breakfast and brunch menu so much, they wish Big Sky would offer all day as well. This is an interesting and insightful comment that I will certainly take into consideration when planning Ella’s restaurant strategy. Ella’s is known for their chicken hash…why not take different variations of that chicken hash and create a dinner option out of that too? McLintock’s does it with their steaks (taking dinner steaks and creating a similar steak and eggs breakfast), and customers wish Big Sky would do something similar. It’s a great idea that I think I will incorporate into Ella’s dinner strategy. In terms of Big Sky’s market differentiation as the only healthy sit-down restaurant in the area, I believe Ella’s has the same opportunity. There are no other true “home-style cooking” dinner spots in the Laurel Heights/Presidio area. If we can maximize and play up that differentiation, there’s a chance for success. 107
  11. 11. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Case Study #3: Polker’s (Russian Hill) I decided to visit a full-service breakfast, lunch and dinner restaurant in Russian Hill. Polker’s has a similar atmosphere as Ella’s in that they serve casual comfort food to include classic scrambles, potatoes, burgers, salads and sandwiches. Similar to Ella’s, Polker’s is located in a rather yuppie neighborhood with plenty of upscale restaurant neighbors. Also similar to Ella’s, Polker’s does particularly well on the weekends during breakfast and brunch hours. However, I decided to study Polker’s because they also tend to fill up most weeknights for dinner as well. Since Ella’s will be opening a dinner menu, I hoped to gather insights on reasons why Polker’s does well during the evening shift. I walked into Polker’s at 7pm on a Tuesday night. Upon entrance, only a few tables were occupied. I figured this must be more of a breakfast place. To my surprise, by 8pm, all tables were filled. I had the chance to informally speak with a few customers and staff members and below are a summary of my findings: • Polker’s has a convenient location and food that dependable and consistent • Parking can be bad, but it’s not that bad on weeknights • Customers like that there are two outdoor tables, but they’re usually already filled • Burgers are good and easy. Maybe not “gourmet” but decent • Customers like the new TV’s added to the bar area Initial Restaurant Observations: • Menu: Burgers, American breakfast, brunch and dinner • Price: $$ (same as Ella’s) • Location: Busy street in Russian Hill • Parking: Street (same as Ella’s) • Atmosphere: Casual, Relaxed • Observed Demographic: Younger, casual demographic looking for an easy, comforting bite to eat. Groups of all sizes (1-6) and all ages could be seen her. Primarily Caucasian demographic. • Service: Mediocre, slightly slow (they messed up my order) • Floor Plan: Long rectangular floor plan. Mix of booths, 2-top and 4-top tables as you go down the central aisle, and kitchen and restrooms in the back. Bar with TV’s on the left side, seating on the right side. It seemed effective for those that wanted to watch the TV’s. Though, the wait staff seemed more interested in the TV’s than being attentive to customers. • Things That Worked Well: The casual, not “overdone” décor matched the menu. Easy location and one of the few casual spots on the block. Floorplan, menu and ordering is easy/intuitive. • Things That Didn’t Work Well: Could get loud, tables were very close to each other, no bus station (but lots of workers clustered by bar area), food runner path coincided with customer restroom path. Apparently, Polker’s recently underwent an interior renovation. Also under new management, the menu changed slightly. It sounds like the changes sparked mixed reviews with existing loyal customers. Here are some Yelp reviews regarding the new décor: • “It’s been lightly refurbed! Feels much sleeker and welcoming than before. Presumably this is a response to the next door pizza place which seems to have stolen their clientele. • “I was happy when it was finally redecorated, but now the menu is entirely different. All my favorites are gone, and the veggie burger I ordered was really horrible.” • “You felt the need to change, but if your are going to change, go all the way. Because you lost the old Polker’s faithful and I don’t think you’ve become something yet that can attract it’s own faithful.” • “Polker’s is trying to be something that it is not. The original place was so much better.” • “It’s only a matter of time before this place goes the way of every other restaurant that loses itself while trying to fit the “new feel” of the neighborhood. Guess what guys -- you had a great thing and you blew it” 11
  12. 12. PROCESSBOOK-©RebeccaJensen.2013.AllRightsReserved.Nopartofthispresentationoranyofitscontentsmaybereproduced,copied,modifiedoradapted,withoutthepriorwrittenconsentoftheauthor,unlessotherwiseindicatedforstand-alonematerials Case Study #3: Polker’s (cont...) Lessons Learned from Polker’s: Clearly, a minor renovation can have a signifcant impact on existing loyal customers. If the décor changes too drastically, the customers can sense it (and potentially reject it). A change in menu is an additional hard hit to loyal customers. When desigining a new space for Ella’s Restaurant, it’s important to keep in mind the current loyal customers, as Ella’s has a fairly large loyalty fan club. Aside from keeping the same menu, it will be important to continue to investigate what the loyal customer’s needs and desires are as it relates to the current interior design. We wouldn’t want to take away a design element that the loyal customers find critical to their dining experience. Translating Polker’s Lessons Into Ella’s: Understanding Ella’s current customers is important, and based off initial Yelp research, here’s “what is/isn’t currently working” for Ella’s loyal customer base. • “The tables are small and uncomfortable.” • “The place is very home style” • “The decor had a kind of neutral, semi-modern diner aesthetic, but it was definitely a nice place to sit and dine” • “Aside from the big windows that allow tons of natural light to fill the space, the ambiance was bland. The pretty floral arrangements on each table we nice, but not enough to give Ella’s a great brunch spot feel.” • “It is obvious Ella’s has loyal fans among the locals we watched purchase delicious looking pastries to take home” • “Consistent Sunday brunch, consistent food” • “Lots of people seem to order food to go and bring home” • “Ella’s has a laid back vibe (in that Marina-chic sort of way) with large windows bringing in fantastic lighting.” • “The restaurant is full of natural light, but somehow the lighting is soft so that no one looks harsh. For that reason, I would say that it is a perfect place to go with your sleep-over date.” • “As we were leaving, the restaurant had a long line out the door - and honestly, I ca”n see why. The food and atmosphere are very well done, and dining at Ella’s is a great way to start the day. • “This is most certainly a village diner--albeit a very very Laurel Heights-y one.” • “Ambiance was eh... ok. i think they need a makeover or something as it doesnt look as nice as i thought it would when I walked through the door.” New Priorities For Ella’s: • Don’t change the menu if the current customers like it • Be mindful of a drastic decor change, some loyal customers might be extra sensitive • Stick to homestyle because current customers think they do it best 12
  13. 13. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Concept & Schematic Development Version 1 - First Draft At Developing A Concept First Draft Concept Statement: The comfortable and approachable home-style cooking menu will help guide the design renovation. The design inspiration will come from the concept of “having lunch at a friend’s house.” The design should reflect the feelings and emotions we go through when going to a friend’s house for lunch or dinner. This means that as the guest, we watch, participate and socialize as our host cooks, prepares and cleans for us. The goal is to provide the same comfortable, familiar food (and design) that we see and make at home – only with good company and less responsibility. No planning, cooking or cleaning. Regarding the dinner menu - among single entrée dishes, the menu will also include several family-style dishes to share as well. During this renovation, a top priority is the current, loyal customers. With an effort to keep loyal customers at ease, the refreshed, updated design will maintain the integrity of the existing establishment, not letting go of the homey, wholesome, comfortable and warm vibe. Ella’s does not want to “try to be something it’s not” and doesn’t want to come across as another expensive “frou-frou” Laurel Heights bistro. Wholesome, home style, and approachable. This concept will also carry out through the exterior, perhaps added lighting and canopies to draw more foot traffic attention. Concept Progressed Into “Affordances”Initial Word Map 13
  14. 14. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Concept 2 - Brainstorming Faucault’s Science of Discipline - 5 Main Principles Concept 3 - Brainstorming Fung Shuai - 4 Types: Energetic, Symbolic, Practical & Personal 14
  15. 15. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Concept 4: Brainstorming Concept started out as Apollo v. Diosian Greek Gods. The concept evolved into the balance between the Left Brain Vs. Right Brain characteristics CHOSEN CONCEPT: Right Brain v. Left Brain Balance My design focus moving forward is inspired by the ever-competing left brain vs. right brain. When cooking a meal, there always seems to be a perfect balance of “order” and “disorder” and based of my interviews, trade publication reviews and observational research, Ella’s does a great job maintaining that balance. There are moments of pre-planned structure and there are moments of rushed, spontaneous decisions. I’d like to recreate that experience through different shapes, materials, finishes and patterns throughout the space. 15
  16. 16. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Left Brain v. Right Brain Concept: 3 Design Approaches 1. Split The Restaurant In Half The left half would be all left-brain oriented (straight lines, predictable patterns, nuetral colors, logical, etc) and the right side would be right-brain oriented (wild patterns, bold colors, interesting textures, ect). 2. Organized Chaos Replicate the feeling we get when everything seems messy, yet everything is still in its place. From the outsider, a room may look chaotic, but in our brains, everything is just where it should be. 3. Constant Bouncing Between Left & Right Create an experience that balances the humans’ constant juggle between chaos and organization. Create a mix between left and right brain elements throughout the space - always looking for the perfect blend between the two. 16
  17. 17. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Option A Concept started out as Apollo v. Diosian Greek Gods. The concept evolved into the balance between the Left Brain Vs. Right Brain characteristics Option B Concept started out as Apollo v. Diosian Greek Gods. The concept evolved into the balance between the Left Brain Vs. Right Brain characteristics Option C Concept started out as Apollo v. Diosian Greek Gods. The concept evolved into the balance between the Left Brain Vs. Right Brain characteristics Initial Space Planning: Bubble & Block Diagrams 17
  18. 18. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Floor Plan Evolution Sketches Final Preliminary Floor Plan Final Floor Plan 18
  19. 19. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Exploration of Design Options: Various Sketches 19
  20. 20. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Exploration of Design Options: Various Sketches 20
  21. 21. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Exploration of Design Options: Various Sketches 21
  22. 22. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Color Studies - First Round 22
  23. 23. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Color Studies - Second Round 23
  24. 24. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Color Studies - Third Round 24
  25. 25. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Materials - Brainstorming Options Choosing Sustainable Options MAYA WALL PAPERS HEAVY METAL-FREE Component materials are free of the following heavy metals: Antimony, Arsenic, Barium, Cadmium, Chromium, Lead, Mercury, Selenium. INSTALLS WELL WITH LOW-VOC ADHESIVE When installed with Maya Romanoff recommended adhesive, use of these materials may contribute to gaining LEED Indoor Environmental Quality EQ Credit 4: Low- Emitting Materials. MADE IN THE USA Product is manufactured in the United States. HIGHTOWER BENCHES 100% Recycled Steel Ends and Support. No VOC Eco-Chrome BENJAMIN MOORE Low/Zero VOC Paint Options TWIST PENDANT American-made, energy efficient, low-voltage mini pendant The angled cut at the bottom adds to the modern effect, while emitting more light than a straight cut. SOURCE LOCALLY: SF DESIGN DISTRICT 25
  26. 26. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Materials - Brainstorming Various Combinations RODI  DESIGNS             CLIENT  CONTACT   Rebecca  Jensen           Freddy  Tamraz,  Ella’s   1442  Filbert  Street           500  Presidio  Ave   San  Francisco,  CA  94109         San  Francisco,  CA   831-­‐402-­‐3814             415-­‐441-­‐5669   Rajensen00@gmail.com           ftamraz@yahoo.com   _                   Materials  Schedule    (cont)   Mark   Code   Item  Name   Description   Location   2( CT  101   Quartz  Slab   Cream  quartz  stone   CG  101,  Bar  101,  Bar  102   3) CT  102   Quartz  Slab   Brown  quartz  stone   CG  101   3! FAB  101   Vinyl  Fabric   Green  fabric  -­‐  benches   CG  102   3@ FAB  102   Vinyl  Fabric   Cream  fabric  -­‐  square  chairs   CG  103   3# FAB  103   Vinyl  Fabric   Copper  fabric  -­‐  bar  stools   CG  105,  CG  106   3$ FAB  104   Fabric   Red/orange  geometric   fabric   WT  101   3% FAB  105   Fabric   Red  outdoor  fabric   WT  102   3^ WC  101   Wallcovering   Tie-­‐Dye  pattern  wall  paper   South  Wall   3& WC  202   Wallcovering   Cream  vinyl  wall  paper   North  Wall   3* WC  103   Wallcovering   Orange  vinyl  wall  paper   East  Wall,  Ceiling,  Front  Entrance  Wall   3( WC  104   Wallcovering   Red  vinyl  wall  paper   Restroom  Wall   4) WC  105   Wallcovering   City  pattern  vinyl  wall  paper   Restroom  Ceiling   4! PNT  INT  101   Interior  Paint   Olive  green  paint   North  Wall,  West  Wall,  Ceiling   4@ PNT  INT  102   Interior  Paint   Brown  paint   Doors  Interior  Face,  Custom  Floor  Design   (FLR  103  )   4# PNT  INT  103   Interior  Paint   Rust  red  paint  (interior)   South  Wall  Structural  Beams   4$ PNT  EXT  101   Exterior  Paint   Rust  red  paint  (exterior)   Exterior  Walls   4% GLA  101   Etched  Glass   Laminated  glass   CUST  101,  CUST  102   4^ GLA  102   Glass  Tiles   Green  pattern  glass  tiles   BAR  101,  BAR  102   RODI  DESIGNS             CLIENT  CONTACT   Rebecca  Jensen           Freddy  Tamraz,  Ella’s   1442  Filbert  Street           500  Presidio  Ave   San  Francisco,  CA  94109         San  Francisco,  CA   831-­‐402-­‐3814             415-­‐441-­‐5669   Rajensen00@gmail.com           ftamraz@yahoo.com   _                   Furniture  Schedule     Mark   Code   Item  Name   Desciption   Count   q FLR  101   Floor  Tile   Wood-­‐like  porcelean  tiles   1   w FLR  102   Floor  Tile   Brown  porcelean  tiles   1   e FLR  103   Custom  Wood  Floor   Wood  curved  floor  design   1   r BAR  101   Custom  Bar  -­‐  Front   Custom  bar  for  upper  dining  room   1   t BAR  102   Custom  Bar  -­‐  Back   Custom  bar  for  lower  dining  room   1   y CG  101   Custom  Cashier  Desk   Custom  display  desk  for  cashier   1   u CG  102   Dining  Bench   Upholstered  seating  bench   14   i CG  103   Dining  Chair   Square  back  dining  chair   28   o CG  104   Dining  Chair   Panton  curved  dining  chair   22   1) CG  105   Bar  Stool   Curve/twist  bar  stool   8   1! CG  106   Bar  Stool   Square  seat  bar  stool   4   1@ CG  107   Dining  Table   24"x24"  Wood  veneer  table   20   1# CG  108   Dining  Table   28"x52"  Wood  veneer  table   7   1$ CUST  101   Custom  Partition   Front  bar  glass  partition   1   1% CUST  102   Custom  Partition   Back  bar  glass  partition   1   1^ CUST  103   Custom  Wall  Paneling   Mahogony  glass  paneling   1   1& CUST  104   Custom  Wall  Design   Wood  paneling  on  walls  &  ceiling   1   1* WT  101   Window  Treatment   Fabrication   Roman  shades  fabrication   8   1( WT  102   Exterior  Window  Treatment   Red  exterior  awnings   8   2) ART  101   Ella's  Sign  -­‐  Interior   Custom  metal  logo  sign   1   2! ART  102   Ella's  Sign  -­‐  Exterior   Custom  metal  logo  sign   1   2@ LT  101   Pendant  Light   Round  pendant  light   20   2# LT  102   Pendant  Light   Twisted  square  pendant  light   18   2$ LT  103   Pendant  Light   Spikey  crystal  pendant  light   2   2% LT  104   Sconce   Spikey  crystal  sconce   2   2^ SINK  101   Restroom  Sink   White  rectangle  sink   1   2& SINK  102     Restroom  Sink   Brown  wood  sink  base   1   2* MIR  101   Restroom  Mirror   Framed  mirror   1   RODI  DESIGNS CLIENT  CONTACT: Rebecca  Jensen Freddy  Tamraz  -­‐  Ella's  Restaurant 1442  Filbert  Street 500  Presidio  Ave San  Francisco,  CA  94109 San  Francisco,  CA  94115 831-­‐402-­‐3814 415-­‐441-­‐5669 rajensen00@gmail.com ftamraz@yahoo.com SPECIFICATION  SHEET Item  Code: BAR  101 Manufacturer: Source: Item: Custom  Bar  -­‐  Front  Dining  Area Contact:  Daniel Contact:  Daniel Issue  Date: Mandan  Designs   Mandan  Designs   Revision  No: 152  Toland  Street  Suite  9 152  Toland  Street  Suite  9 Revision  Date: San  Francisco,  California San  Francisco,  California 415.871.4106 415.871.4106 daniel@mandandesigns.com   daniel@mandandesigns.com   Description: Location: Entrance Dimensions: See  attached  line  drawing Bar  Construction  Finish: Construction: Hardware: All  internal  hardware  (hinges,  screws,  bolts,  etc.)  shall  be  corrosion  proof. Custom  Manufacturer: Mandan  Designs  -­‐  San  Francisco Web  URL:   http://www.customfurnituresf.com/ Notes: 1.  All  materials  and  methods  of  construction  must  comply  with  state,  local  fire  &  life  safety  codes 2.  All  materials  to  be  insect  and  vermin  free. 3.  All  materials  to  be  moisture  resistant. 5.  Manufacturer  to  provide  Interior  Design  with  finish  samples  prior  to  fabrication. 6.  Manufacturer  to  provide  Interior  Designer  with  shop  drawings  prior  to  fabrication. 9.  Manufacturer  must  supply  clearly  labeled  touch  up  sticks  for  all  wood  finishes. 10.  Ensure  that  piece  will  fit  through  doors  prior  to  commencing  fabrication General  Notes: 1.  Must  be  of  contract  quality  and  suitable  for  commercial  use 2.  Verify  material  requirement  with  floor  installers  prior  to  purchasing 3.  Manufacturer  to  provide  Interior  Designer  with  a  cutting  for  approval  (CFA)  prior  to  purchasing 4.  Changes  to  this  specification  must  be  approved  by  Interior  Designer Reference: See  attached  line  drawing Quantity: 1 8.  GC  to  work  with  manufacturer  and  floor  installers  to  ensure  the  floor  is  properly  prepared  for  proper  bar   installation 13-­‐May-­‐13 All  exposed  wood  panels,  shelves  and  surfaces  are  stained,  alcohol,  water  and  burn  resistant  conversion   varnish  finish  to  match  Treefrog  #  60704  Wenge  Straight  Grain  wood  veneer.  Double  top  coat  and  hand  wiped   stain.  Provide  clear  water  and  alcohol  resistant  penetrating  sealer. Solid  kiln  dried  select  oak  hardwood  trim  and  shelves;  brown  oak  veneer  shelves  from  the  backside.  Frame  to   be  double  dowelled,  screwed  and  glued.  Veneer  face  plywood  with  solid  edges  for  top,  front  and  side  faces.   Veneers  must  be  glued  with  moisture  resistant  glues.  Stone  top  is  COM  (CT  101)  and  front  glass  paneling  is   COM  (GLA  102). 4.  Manufacturer  must  review  design  concept  and  inform  purchasing  agent  of  any  problems  or  discrepancies   prior  to  fabrication. 7.  Manufacturer  must  provide  a  structurally  sound  product  with  proper  proportions  to  ensure  stability  and   prevent  tipping. Custom  bar  design  made  of  solid  wood  with  COM  glass  paneling  (refer  to  GLA  102)  and  COM  stone   countertop  (refer  to  CT  101) RODI  DESIGNS CLIENT  CONTACT: Rebecca  Jensen Freddy  Tamraz  -­‐  Ella's  Restaurant 1442  Filbert  Street 500  Presidio  Ave San  Francisco,  CA  94109 San  Francisco,  CA  94115 831-­‐402-­‐3814 415-­‐441-­‐5669 rajensen00@gmail.com ftamraz@yahoo.com SPECIFICATION  SHEET Item  Code: BAR  101 Manufacturer: Source: Item: Custom  Bar  -­‐  Front  Dining  Area Contact:  Daniel Contact:  Daniel Issue  Date: Mandan  Designs   Mandan  Designs   Revision  No: 152  Toland  Street  Suite  9 152  Toland  Street  Suite  9 Revision  Date: San  Francisco,  California San  Francisco,  California 415.871.4106 415.871.4106 daniel@mandandesigns.com   daniel@mandandesigns.com   Reference  Drawings: 13-­‐May-­‐13 RODI  DESIGNS CLIENT  CONTACT: Rebecca  Jensen Freddy  Tamraz  -­‐  Ella's  Restaurant 1442  Filbert  Street 500  Presidio  Ave San  Francisco,  CA  94109 San  Francisco,  CA  94115 831-­‐402-­‐3814 415-­‐441-­‐5669 rajensen00@gmail.com ftamraz@yahoo.com MATERIAL  SPECIFICATION  SHEET Item  Code: CT  101 Manufacturer: Source: Item: Quartz  Slab Contact:  Andrew Contact  Rep  TBD Issue  Date: True  Stone  Distributing CaesarStone  HQ Revision  No: 1742  Yosemite  Ave 6840  Hayvenhurst  Ave.  Suite  100 Revision  Date: San  Francisco,  CA  94124 Van  Nuys,  CA  91406 Phone:  415.822.TRUE(8783) 818.779.0999 info@truestone.com info@caesarstoneus.com Location: Custom  Cashier  Desk  (CG  101),  Custom  Bar  -­‐  Front  (BAR  101),  Custom  Bar  -­‐  Back  (BAR  102) Product  Name: Classico Web  URL:   http://www.caesarstoneus.com/products/color/3200/ Content: Quartz Color Baja  -­‐  3200 Finish: Polished Thickness 2cm Edge  Profile: Standard  Pencil  Edge Notes: 1.  Fabricator  to  create  template  for  stone  top  from  bar  bases  provided  by  Mandon  Designs  bar  manufacturer 2.  All  stone  must  have  factory  applied  stone  sealer. 3.  A  sample  from  production  must  be  approved  by  Interior  Designer  prior  to  ordering. 4.  Inconsistency  of  color  and  pattern  in  adjacent  pieces  will  not  be  accepted. General  Notes: 1.  Must  be  of  contract  quality  and  suitable  for  commercial  use 2.  Verify  material  requirement  with  bar  base  installers  prior  to  purchasing 3.  Manufacturer  to  provide  Interior  Designer  with  a  cutting  for  approval  (CFA)  prior  to  purchasing 4.  Changes  to  this  specification  must  be  approved  by  Interior  Designer 13-­‐May-­‐13 4.  GC  to  work  with  bar  base  manufacturer  and  Caesarstone  certified  installer  to  properly  prepare  the   countertop  for  installation  (to  include  any  leveling  layments,  backerboards,  setting  materials,  adhesives,  etc).   RODI  DESIGNS CLIENT  CONTACT: Rebecca  Jensen Freddy  Tamraz  -­‐  Ella's  Restaurant 1442  Filbert  Street 500  Presidio  Ave San  Francisco,  CA  94109 San  Francisco,  CA  94115 831-­‐402-­‐3814 415-­‐441-­‐5669 rajensen00@gmail.com ftamraz@yahoo.com MATERIAL  SPECIFICATION  SHEET Item  Code: GLA  102 Manufacturer: Source: Item: Green  Glass  Tiles Contact:  Diana  Visona Contact  Rep  TBD Issue  Date: Galleria  Tile Modono Revision  No: 299A  Kansas  St 465  Paul  Road Revision  Date: San  Francisco,  CA  94103 Rochester,  NY  14624 415-­‐431-­‐5283 585-­‐247-­‐6000 galleriatile@aol.com info@modono.com Location: Custom  Bar  -­‐  Front  (BAR  101),  Custom  Bar  -­‐  Back  (BAR  102) Product  Name: San  Remo Product  Code: Opulence Color Celedon  (Green) Product  URL:   http://www.modonoglass.com/tile/pattern.php Type: Laminated Thickness 6mm Tile  Size 12"  x  12" Tile  Repeat NA Safety  Rating: ANSI  Z-­‐97.1-­‐1984,  sections  5.1  and  5.2  certification  as  tested  under  CPSC  16  CFR  1201,  Category  II. UV  Block: 0.99 Notes: 4.  CG  to  work  with  installer  to  ensure  proper  installtion  methods  are  taken  (see  attached  installation  guide) General  Notes: 1.  Must  be  of  contract  quality  and  suitable  for  commercial  use 2.  Manufacturer  to  provide  Interior  Designer  with  a  cutting  for  approval  (CFA)  prior  to  purchasing 3.  Changes  to  this  specification  must  be  approved  by  Interior  Designer 13-­‐May-­‐13 1.  GC  to  work  with  glass  installers  to  ensure  ceilings  and  walls  are  propertly  prepped  for  proper  glass   installation 2.  Cleaning:  Use  AquaMix  "Aqua  Kleen"  for  simple  spray  &  wipe  cleaning 3.  Aqua  Mix  Sealers  Choice  Gold  or  Grout  Sealer  is  recommended  for  sealing  pourous  grout  joints 5.  Tile  patterns  should  be  matched  as  best  possible SPEC EXAMPLE: Bar Design 26
  27. 27. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 27
  28. 28. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 28
  29. 29. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 29
  30. 30. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 30
  31. 31. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 31
  32. 32. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 32
  33. 33. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 33
  34. 34. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 34
  35. 35. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final PresentationFinal Presentation 35
  36. 36. PROCESS BOOK - Ella’s Restaurant © Rebecca Jensen. 2013. All Rights Reserved. No part of this presentation or any of its contents may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials Final Presentation 36
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