Ströck

It’s a case of don­ning dual iden­ti­ties at The Vi­enna branch of Ströck chain of bak­eries . A dine-in bak­ery by day and a bar by night; Ströck Feier­abend draws a larger cus­tomer base with the’fun’ fea­ture added to a sim­ple dine-in bak­ery con­cept. A fu­sion o

VM&RD - - CONTENTS - Mansi Lavsi

With a view to ex­plore a hy­brid space, Ströck had to come up with a new busi­ness model for Ströck Feier­abend in terms of its menu as well as in­te­rior ar­chi­tec­ture. Bread, the core of a bak­ery for­mat, was the con­cept in­gre­di­ent for the menu de­sign. The bak­ery dine-in menu opted for ac­com­pa­ni­ments with the bread such as soups, sal­ads or cut meats. The evening menu com­ple­mented the mood with piz­zas or va­ri­eties of cheese which would chap­eron the wine. “We knew from our close work­ing part­ner­ship with the client the val­ues of their busi­ness, their rai­son d'etre, the sense of com­mu­nity, their pas­sion and ex­per­tise in all things bak­ery and the need for a com­mer­cially suc­cess­ful new store con­cept. Bread had to be at the core so it was a case of build­ing the ex­pe­ri­ence around it and de­vel­op­ing a con­cept that en­abled them to trade from a big­ger than nor­mal foot­print,” said Austin McGin­ley, Di­rec­tor of Client Ser­vices at JHP De­sign. The space hous­ing this combo also had to do jus­tice to the ideas prop­a­gated. Two neigh­bour­ing un­con­nected stores had to be fused into one sin­gle space which had hy­brid fea­tures and yet func­tion har­mo­niously. In­dus­trial hints can be seen across the de­sign of the store. The fa­cade was done up in way which would es­tab­lish Ströck as part of the neigh­bour­hood with its ce­ment fin­ishes and also high­light its in­dus­trial ref­er­ences with the metal frames. Put it all to­gether and you get an im­age of a clas­sic ur­ban bak­ery. Deep ac­cents of Vi­en­nese tra­di­tional ar­chi­tec­ture give the en­try a lo­cal flavour and a warm wel­come to the dual world of Ströck.

The sig­na­ture fea­ture is a form long bar plat­form that ex­tends right from the bak­ery to the evening zone. This bar strikes a mul­ti­pur­pose chord cre­at­ing a com­fort zone to sip a cup of cof­fee as well as re­lax with a pint of Aus­trian beer. The cop­per bar counter and the glass jar lights dancing above seem to be in a di­a­logue. These glass jar lights cre­ate the aura of a night-time en­vi­ron­ment. Along with the bar counter, they re­veal the new iden­tity Ströck is opt­ing for through Ströck Feier­abend. The bar stools put up are not like the usual bar stools com­monly seen. They strike mid­dle­ground ac­knowl­edg­ing the du­al­ity of the space. The fur­ni­ture de­sign is at­tuned to the lan­guage of both a bak­ery or a bar. Dif­fer­ent types of seat­ing spa­ces fur­ther bear tes­ti­mony to the du­al­ity of the space. High bar ta­bles and stools by the win­dows help one en­joy a drink ac­com­pa­nied by a whiff of fresh air, while the lower ta­bles at the back present an op­por­tu­nity for a re­laxed din­ner ex­pe­ri­ence. The store may func­tion as one space fea­tur­ing two ideas, but there is a distinc­tion in the serv­ing and din­ing spa­ces. Along with op­tions pre­sented to the cus­tomers, the space zon­ing also clarifies the pur­pose. The space as a whole has tex­tures suited for a busy day bak­ery pick-up or an leisurely evening. The space may not have clear

ar­chi­tec­tural de­mar­ca­tions for dif­fer­ent zones as per the change of time; but the mood stirred works its magic. The bar front with bleached tim­ber and stone-clad walls pro­pose neu­tral fin­ishes to the space. Warm tone tiles in the floor­ing, match the colour of the bar front set­ting an even vis­ual vo­cab­u­lary. The her­ring-bone for­mat adopted for the til­ing sug­gests a ca­sual na­ture of the bak­ery cum bar ven­ture. This 120 sq. mt. space has a des­ig­nated black­board wall with chalk il­lus­tra­tions chang­ing from time to time. This idea was ini­ti­ated by lo­cal artists known to the Ströck fam­ily, and who also did the il­lus­tra­tions for the store’s open­ing. The black­board wall continues as a lan­guage through the store. With the metal-framed win­dows run­ning along the store pe­riph­ery the lights within the store are not too strongly lit, es­pe­cially in the bar and din­ing area. An­gled spot­lights are fit­ted in the ceil­ing of­fer­ing a dark tex­ture and com­pletely un­der­stated. These spot­lights are di­rected on the bak­ery counter to fo­cus on the rich­ness of the freshly baked prod­ucts. Well, here is a com­plete pack­age for any­one who just wants to have a good time. You may go there briefly for just a cup of cof­fee, but the am­bi­ence def­i­nitely urges you to stay longer and the lip-smack­ing food is an added bonus of course

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