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Graduation Project - Foodies Centre
- 1. Foodies centre MSc 4 P5 Presentation 24 June 2010 Wai-Kit Cheung Tutors: Jurjen Zeinstra, Mark Pimlott & Jan van de Voort External examiner: Rene van der Velde Interiors, Buildings and Cities
- 2. location Interiors, Buildings and Cities
- 3. location: Amsterdam site: Rokin/ Kalverstraat plot size: 1200 m2 observation: people flow observation: iconic square Interiors, Buildings and Cities
- 4. Food fast Analysis Research Seminar: Typology of shop in Rokin / Kalverstraat Food slow Books & Music Tourism / Souvenirs / Perfumery Fashion - Clothes & Shoes Fashion - Jewellery & watches Furniture / Decorative Banks Hotel Art / Exhibition Telecom company Employment / Traveling agency Dwelling / Storage Office Interiors, Buildings and Cities
- 5. Food fast Analysis Research Seminar: Typology of shop in Rokin / Kalverstraat Food slow Books & Music Tourism / Souvenirs / Perfumery Fashion - Clothes & Shoes Fashion - Jewellery & watches Furniture / Decorative Banks Hotel Art / Exhibition Telecom company Employment / Traveling agency Dwelling / Storage Office Interiors, Buildings and Cities
- 6. Food fast Analysis Research Seminar: Typology of shop in Rokin / Kalverstraat Food slow Books & Music Tourism / Souvenirs / Perfumery Fashion - Clothes & Shoes Fashion - Jewellery & watches Furniture / Decorative Banks Hotel Art / Exhibition Telecom company Employment / Traveling agency Dwelling / Storage Office Interiors, Buildings and Cities
- 7. Characteristics Kalverstraat Characteristics Rokin • shopping street • specialist street • fashion shops • luxury items • local, non-local & tourist • specific shops for the local, non-local & tourist • narrow street, two sides with shops • wide, one-sided shopping strip • hardly no eating possibility • specific restaurants for specific target groups Interiors, Buildings and Cities
- 8. Possible areas ofdevelopment: ■ 1. Living on the canals ■ 2. Small red-light district ■ 3. Nightlife on the Spuistraat ■ 4. Fashion & gadgets ■ 5. Travel ■ 6. Wide range of high street shops ■ 7. Nightlife, residential, good quality daily shopping ■ 8. Chinatown, 21st century style ■ 9. Up-market shopping, attractive street cafés ■ 10. Window dressing, culture, Dutch Design Center, cuisine ■ 11. Fashion and cuisine, living in the lee of the city centre ■ 12. Red-light district: adventurous but humanised ■ 13. Speciality shops, front o ce for Amsterdam Knowledge City ■ 14. University Library, World Book Capital City 2008 Future development city centre Amsterdam Existing qualities and new opportunities The heart of Amsterdam is alive: it is unique and dynamic. It is one of the most beautiful, largest and best kept city centres in the world. The Damrak / Rokin area is the most metropolitan part of the city centre. It is here we see Amsterdam as a true metropolis. As far as the future is concerned, the redevelopment of the city’s visitor approach area, around Damrak and Rokin Streets, plays an important role. Our ambition for the image in this area is to have it developed into an international retail centre. Interiors, Buildings and Cities
- 9. ■ Planned improvementsto public space Red Carpet ■ Completed improvements to public space Of the redevelopments planned for public space, the redevelopment of the so-called Red Carpet is the most impressive. It is an important element in the refurbishment of Amsterdam’s visitor approach area. Here we aim to place top-notch internationally known retailers as well as high quality hotels, restaurants and cafés. Household names from Amsterdam and the rest of the country in the fashion, cuisine and retailing sectors will display their wares. Both noise reduction and traffic safety are important factors in the redevelopment of this area. Many visitors will make use of the Rokin station once the North / South Metro Line has been completed. Interiors, Buildings and Cities
- 10. New Rokin Station RokinStation will be located where once the car park stood, between Dam Square and the Spui. There will be one entrance facing Dam Square and another one facing the Spui. Since the site needs to be excavated to build the station anyway, it will be relatively simple to build an underground car park as well. There are also plans for an underground parking facility for bicycles. When the station is finished, the space above it at street level will function as an elongated public square. Interiors, Buildings and Cities
- 11. Trends and developmentin the eating facility 1012 Area • Customer wants to be pampered • Customer more aware of environmental, health, finance and time aspect • ‘Eatertainment’ (eating should be fun) Etalage van Amsterdam - Economical vision of 1012-Area • Customer are less loyal due the desire to new experiences • Need for innovative and challenging self service restaurants The Rokin has the appearance, scale and identity to be developed in are growing an exclusive shopping promenade. The following developments • Recreational shopping lead to more expenditure in eating are necessary to achieve this goal: segment • Grow of expenditure in ‘WHOP’-pers (Wealthy and Healthy • The addition of shops in a higher market segment Older People) • Customers are willing to spend more money on quality • The addition of high-quality restaurants, lunchrooms, top restaurants • Dejuvenation leads to less restaurants visits by the youngsters and terraces. • Traditional eating pattern is falling into decay • Growth of eating possibilities outdoors • The addition of four stars hotels Dining is not the main reason for visitors to visit Amsterdam, but the majority will dine in Amsterdam The present characteristics of the eating facility in Amsterdam: Facts & figures in Amsterdam: Local people Tourists • Many restaurants and cafes (necessary for the touristic function) Size of the consumers: 750.000 11.000.000 • Restaurants offer many international cuisines, but the supply of Dutch – French cuisine is limited Potential spending: € 2.970 million € 540 million • Many fast food chains, ‘snackbars’, pizzerias and sandwich shops Spending in 1012 Area: € 320 million € 420 million • Less innovative, trendy and creative restaurants % Of the turnover in 1012 Area: 44% 56% The diversity of restaurants in the 1012 Area is limited, especially High chance of compared with the diversity in nationality and cultures in this area. Characteristic consuming behaviour: returning customers Changing annually Interiors, Buildings and Cities
- 12. Trends and developmentin the eating facility 1012 Area • Customer wants to be pampered • Customer more aware of environmental, health, finance and time aspect • ‘Eatertainment’ (eating should be fun) Etalage van Amsterdam - Economical vision of 1012-Area • Customer are less loyal due the desire to new experiences • Need for innovative and challenging self service restaurants The Rokin has the appearance, scale and identity to be developed in are growing an exclusive shopping promenade. The following developments • Recreational shopping lead to more expenditure in eating are necessary to achieve this goal: segment • Grow of expenditure in ‘WHOP’-pers (Wealthy and Healthy • The addition of shops in a higher market segment Older People) • Customers are willing to spend more money on quality • The addition of high-quality restaurants, lunchrooms, top restaurants • Dejuvenation leads to less restaurants visits by the youngsters and terraces. • Traditional eating pattern is falling into decay • Growth of eating possibilities outdoors • The addition of four stars hotels Dining is not the main reason for visitors to visit Amsterdam, but the majority will dine in Amsterdam The present characteristics of the eating facility in Amsterdam: Facts & figures in Amsterdam: Local people Tourists • Many restaurants and cafes (necessary for the touristic function) Size of the consumers: 750.000 11.000.000 • Restaurants offer many international cuisines, but the supply of Dutch – French cuisine is limited Potential spending: € 2.970 million € 540 million • Many fast food chains, ‘snackbars’, pizzerias and sandwich shops Spending in 1012 Area: € 320 million € 420 million • Less innovative, trendy and creative restaurants % Of the turnover in 1012 Area: 44% 56% The diversity of restaurants in the 1012 Area is limited, especially High chance of compared with the diversity in nationality and cultures in this area. Characteristic consuming behaviour: returning customers Changing annually Interiors, Buildings and Cities
- 13. ? Subway sandwich Fashion Shops Fashion McDonalds Indian La Place Foodies Kalvertoren Centre What is a foodie? A person who is passionate about and has a refined interest in food. Interiors, Buildings and Cities
- 14. Atrium, ʻpublic spaceʼ Foodieslevels Commercial levels 2nd - 4th Foodies levels gf - 1st Commercial levels Interiors, Buildings and Cities
- 15. Atrium - Extensionof public space Public space - hidden garden (hofje) Interiors, Buildings and Cities
- 16. Atrium - Viewfrom the 2nd floor (beginning of the foodies levels) Interiors, Buildings and Cities
- 17. Construction - FoodiesCentre • Walls - concrete & brick • Columns - concrete • Stability core - elevator Interiors, Buildings and Cities
- 18. Construction - FoodiesCentre • Walls - concrete & brick • Columns - concrete • Stability core - elevator • Floors - hollow core concrete Interiors, Buildings and Cities
- 19. Construction - FoodiesCentre • Walls - concrete & brick • Columns - concrete • Stability core - elevator • Floors - hollow core concrete • Secundairy construction - aluminium • Stairs & Escalators Interiors, Buildings and Cities
- 20. Construction - FoodiesCentre • Walls - concrete & brick • Columns - concrete • Stability core - elevator • Floors - hollow core concrete • Secundairy construction - aluminium • Stairs & Escalators • Windows & doors - aluminium & wood Interiors, Buildings and Cities
- 21. Construction - FoodiesCentre • Walls - concrete & brick • Columns - concrete • Stability core - elevator • Floors - hollow core concrete • Secundairy construction - aluminium • Stairs & Escalators • Windows & doors - aluminium & wood • Roof construction - steel • Plinth - granite stone Interiors, Buildings and Cities
- 22. Construction - FoodiesCentre • Walls - concrete & brick • Columns - concrete • Stability core - elevator • Floors - hollow core concrete • Secundairy construction - aluminium • Stairs & Escalators • Windows & doors - aluminium & wood • Roof construction - steel • Plinth - granite stone • Shafts - mechanical ventilation Interiors, Buildings and Cities
- 23. Construction - FoodiesCentre • Walls - concrete & brick • Columns - concrete • Stability core - elevator • Floors - hollow core concrete • Secundairy construction - aluminium • Stairs & Escalators • Windows & doors - aluminium & wood • Roof construction - steel • Plinth - granite stone • Shafts - mechanical ventilation • Ceiling - suspended & acoustic Interiors, Buildings and Cities
- 24. Construction - FoodiesCentre • Walls - concrete & brick • Columns - concrete • Stability core - elevator • Floors - hollow core concrete • Secundairy construction - aluminium • Stairs & Escalators • Windows & doors - aluminium & wood • Roof construction - steel • Plinth - granite stone • Shafts - mechanical ventilation • Ceiling - suspended & acoustic • Roof & finishing Interiors, Buildings and Cities
- 25. Kalverstraat Rokin 07 06 01 02 03 01. winestore 02. cooking equipment store 04 03. cafe 04. kitchen 05. storage / delivery bay 06. female toilet 07. male toilet 05 Foodies centre - Ground floor Interiors, Buildings and Cities
- 26. Kalverstraat Rokin 07 06 01 02 03 01. winestore 02. cooking equipment store 04 03. cafe 04. kitchen 05. storage / delivery bay 06. female toilet 07. male toilet 05 Foodies centre - Ground floor Interiors, Buildings and Cities
- 27. Facade - Perspectiveof the Rokin entrance Interiors, Buildings and Cities
- 28. Entrance - Perspectiveof the Rokin entrance hall Interiors, Buildings and Cities
- 29. Entrance - Perspectiveof the atrium Interiors, Buildings and Cities
- 30. Entrance - Perspectiveof the Kalverstraat entrance Interiors, Buildings and Cities
- 31. Interiors, Buildings andCities
- 32. Interiors, Buildings andCities
- 33. Interiors, Buildings andCities
- 34. Entrance - Perspectiveof the Kalverstraat Interiors, Buildings and Cities
- 35. Transparency - Perspectiveof the Kalverstraat during the night Interiors, Buildings and Cities
- 36. Transparency - Perspectiveof the Rokin during the night Interiors, Buildings and Cities
- 37. Atrium - Viewfrom the 1st floor (commercial level) Interiors, Buildings and Cities
- 38. Kalverstraat Rokin 06 05 01 02 03 04 01. winestore 02. health & nutrition store 03. cooking equipment store 04. storage 05. female toilet 06. male toilet Foodies centre - First floor Interiors, Buildings and Cities
- 39. Foodies centre -Routing The routing in the foodies centre is divided into two parts: • The commercial part uses escalators to bring people up or down. The circular motion around the atrium gives the people the optimal accessibility to the shops. • The foodies levels uses stairs to give the people a free feeling to wander through each space Elevator will bring the customers to their desired floor Emergency staircase Elevator (public & service) Stairs Escalator Interiors, Buildings and Cities
- 40. Shopping - Viewfrom the 1st floor (commercial level) Interiors, Buildings and Cities
- 41. Interiors, Buildings andCities
- 42. Shopping - Viewfrom the 1st floor (commercial level) Interiors, Buildings and Cities
- 43. Interiors, Buildings andCities
- 44. Shopping - Escalatorto the 2nd floor (Foodies levels) Interiors, Buildings and Cities
- 45. Kalverstraat Rokin 09 08 01 03 02 04 05 01. food hall 02. open kitchen 03. restaurant 04. open kitchen / bar 06 05. dishwashing space 06. cold storage 07 07. storage 08. female toilet 09. male toilet Foodies centre - Second floor Interiors, Buildings and Cities
- 46. Start Foodies levels- Food hall The open hall will attract people from the atrium, not only with visual elements, but also with noise and lovely fragrances The stairs will give the visitor a liberated feeling in the foodies levels Interiors, Buildings and Cities
- 47. Foodies levels -Location of the food hall Interiors, Buildings and Cities
- 48. Food hall -Industrial, self service, youngsters, polished concrete floors, glossy design kitchen Interiors, Buildings and Cities
- 49. Food hall -boot seats, delfts blauw tiles, ceiling treatment Interiors, Buildings and Cities
- 50. Food hall ceiling- light study Foodies levels - Ceiling The ceiling in the foodies levels will be different than the suspended ceiling in the commercial levels. The ceiling is a structure of 800x800mm made of perforated aluminium panels with insulation. The ceiling will incorporate three aspects: • Light • Sound • Ventilation Interiors, Buildings and Cities
- 51. Foodies levels -Ceiling Light: TL-light for diffuse lighting in the hall Sound: The insulation between the perforated aluminium panels helps to absorb noise. The angle also has a contribution in the sound acoustics Ventilation: Air ducts neccessary for mechanical ventilation can be put in the space , that was created by the angle in the acoustic isolation principle Interiors, Buildings and Cities
- 52. Stairs Foodies levels- liberated feeling in the food Interiors, Buildings and Cities
- 53. Foodies levels -Location of the restaurant Interiors, Buildings and Cities
- 54. Restaurant - relaxing,family, served food, wooden floor, cosy Interiors, Buildings and Cities
- 55. Foodies centre -Shaft The open kitchens in the foodies centre are connected with visible shafts. The shafts will take the exhaust air from the kitchen through the atrium and finally outside. The shafts are part of the visibility concept of the foodies centre; you see what is necessary to prepare the food. The mechanical ventilation pipes are incorporated with the suspended ceiling. Interiors, Buildings and Cities
- 56. Restaurant - readingroom, individuals, sliding windows, cosy Interiors, Buildings and Cities
- 57. Kalverstraat Rokin 08 07 01 04 01. cooking workshop 02. lecture room 02 03. changing room 04. dishwashing space 05 05. cold storage 06. storage 06 07. female toilet 03 08. male toilet Foodies centre - Third floor Interiors, Buildings and Cities
- 58. Foodies levels -Location of the cooking workshop Interiors, Buildings and Cities
- 59. Cooking workshop -home cooking feeling, lecture room Interiors, Buildings and Cities
- 60. Foodies centre -Storage The open kitchens in the foodies centre will be a pleasant view for the customers, but there are other less beautiful things with cooking: dishwashing and storage. The dishwashing space is designed in the stability core of the building. This is the same for the (cold) storage space. The dishwashing space is located next to the restaurants to optimize the use, without he ugliness. Dishwashing Storage Cold storage Interiors, Buildings and Cities
- 61. Cooking workshop -relationship with the restaurant & construction Interiors, Buildings and Cities
- 62. Cooking workshop -relationship with the restaurant & construction Interiors, Buildings and Cities
- 63. Stairs Foodies levels- liberated feeling in the food Interiors, Buildings and Cities
- 64. Kalverstraat Rokin 11 10 02 05 01 03 04 06 01. exclusive bar 02. roof terrace 03. fine-dining restaurant 04. open kitchen / bar 07 02 05. meeting room 06. dishwashing space 08 07. cold storage 08. storage 09. technical room 09 10. female toilet 11. male toilet Foodies centre - Fourth floor Interiors, Buildings and Cities
- 65. Foodies levels -Location of the fine dining restaurant Interiors, Buildings and Cities
- 66. Fine dining restaurant- big terrace with penthouse view Interiors, Buildings and Cities
- 67. Fine dining restaurant- a view from the terrace of fine dining restaurant Interiors, Buildings and Cities
- 68. Interiors, Buildings andCities
- 69. Fine dining restaurant- view from the terrace of fine dining restaurant Interiors, Buildings and Cities
- 70. the end MSc 4 P5 Presentation 24 June 2010 Wai-Kit Cheung Tutors: Jurjen Zeinstra, Mark Pimlott & Jan van de Voort External examiner: Rene van der Velde Interiors, Buildings and Cities