Oct 2011 - Knauer Inc.

OCT 2011 NEWS
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FEATURED PROJECT
LOU MALNATI’S PIZZERIA
Yes, a PIZZERIA! While looking at the exceptional photography, you will be saying to yourself that this is the
coolest pizzeria you have ever seen. But, keep in mind that pizza has become a sustenance for a young generation
and their over worked parents. With so many commodity pizza places and more coupons falling out of the Sunday
paper than anyone can or will ever use, a pizzeria needs multiple points of differentiation. Lou Malnati’s has not
only defined and makes the best deep dish “Chicago Style” pizza in the world, they now have a new flagship
restaurant in which to serve it. Never resting on the laurels of the past 32 restaurants, the Malnati Organization
set out to reinvent the pizza dining experience and bring it up to date for that young generation of pizza
consumers who are quickly becoming parents themselves. Truly a team effort, Malnati’s new flagship restaurant has
redefined the pizzeria.
DESIGN TALK
THE NEW PROTOTYPE
In the hospitality world, the word prototype is no longer a design term. It is, however, still a term to be used to
define the testing of an operational system, a menu, and a design direction. But, we have found that the consumer
no longer wants to experience the same design in different locations over and over again. McDonald’s learned this
many years ago and keeps reinventing the design of their stores while maintaining the same operating systems.
Over the years many multi unit operators took the easy way out and duplicated their designs over and over. They
have done just that which we have found the consumer does not want. Those operators are playing catch up by
having to remodel many stores rather than just a few old ones. Ouch, they now need to go back and remodel 100’s
of stores at huge dollars because they never listened to the consumer. Instead, they listened to the accountants
who were more concerned about the buying power of multiples and standardized construction details.
The times are ever changing and design evolves with the consumers tastes and fashion. Ten years ago we would not
be considering layering foundry patterns to create a room divider or lighting a restaurant almost entirely with low
wattage Edison bulbs. We are today, just look at the photos of Malnati’s. Of course, the best designs are both
current and lasting.
Recently, we have designed a few prototypes for clients with change built into the design. The operating systems
are the same, many details are standardized, and there are design guidelines for consumer touchpoints. What are
consumer touchpoints? They are everything the consumer sees and feels. We still have designed identifiable and
transferable images that translate from store to store. Although now, in the more flexible prototype, all
touchpoints can and should change. The chair, the table, the decor, the lighting, the finishes are all tailored to a site,
regional tastes, and appropriateness. Non-standardization and individuality are embraced! This is The New
Prototype.
This style of prototype requires a designer. A designer who understands the brand, the consumer, and is in touch
with evolutionary tastes. It can not be implemented by just anyone. Fortunately this type of designer exists. This
designer typically exists as an outside design consultant.
Some operators have chosen to implement this dynamic design process internally and others hire outside
consultants. We, at Knauer Incorporated, are firm believers that the outside design consultant scenario is much
better for the multi unit operator. The successful outside consultant is exposed to many different clients and
typically has greater experience on diverse projects which better helps them understand the evolutionary tastes of
the consumer and not just copy the competition. The outside consultant’s systems are honed to meet the client’s
needs. They are able to attract the most talented people who have a desire to expand their creative horizons. The
operator has greater and more dynamic control of their overhead by utilizing an outside consultant who is not on
the payroll. And, the right outside consultant understands The New Prototype.
Lou Malnati’s Pizzeria
The remodeled bow truss building required structural shoring prior to the remodeling.
The bow string (bottom cord of the truss) was reinforced with steel rods and heavy
metal plates designed not just for the shoring, but to add to the decor. The layered
foundry patterns create a room divider between the bar and the dining room.
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This unique assortment of very collectable foundry patterns is layered onto one another for
greater interest. Typically, these types of patterns have one attractive side with the intricate
detailing and the other side is flat and uninteresting. Layering provides a much greater visual effect
and dimensionality. The layered foundry patterns create a room divider between the bar and the
main dining room allowing the operator to compartmentalize the seating required by the
fluctuations in demand.
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The bar, anchored by the remnants of a steel girder,
has a variegated grid back bar. The back bar is both
functional and decorative. It provides much of the
needed storage. An old photo of Lou, Lou Malnati,
resides over the room.
Lou
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The building is on a busy Chicago street with a narrow sidewalk and in a neighborhood with
many active sidewalk cafes. A new storefront was designed and set back from the building
facade, creating an internal sidewalk cafe. Both overhead and sliding doors were custom
designed. The combination of the doors allows for the space to be comfortably occupied
throughout the year. A sidewalk cafe that can be used in the middle of a cold Chicago winter
and the heat of the summer.
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A lounge in a pizzeria? Collected furniture and reclaimed finishes enhance the
comfortable lounge feeling which is part of the four season sidewalk cafe.
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The private dining rooms are flexible for different size groups by utilizing custom
designed door and wall systems. The doors between the rooms swivel on casters and
the walls to the rooms open by pivoting overhead. The pivoting walls open to the bar
and main dining room allowing the space to be seated for al a carte dining. The wood
planking on the walls was reclaimed from the previous occupant.
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Details
Reclaimed lead wall panels and new chairs.
Some chairs are stripped of their paint and
others painted multiple colors.
It’s all in the details! The overhead pivoting walls are operated
with a 4,000 lb. winch and cable system to crank the wall into
the overhead position. The size of the winch is for design only
because the wall is counterbalanced requiring very little
strength to operate. There are safety locks for the up and
down position.
Pattern markings on a foundry pattern.
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The back wall of the main dining room is radiused and clad with pre-rusted steel
sheets that are bolted to the walls with steel strapping. This wall is illuminated with a
recessed LED wall wash cove light.
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OWNER Malnati Organization, Inc.
ARCHITECT Knauer Incorporated
INTERIOR DESIGN Knauer Incorporated
LIGHTING DESIGN Knauer Incorporated
STRUCTURAL ENGINEER Samartano & Co.
CONTRACTOR Focus Construction
KITCHEN Boelter Companies
CUSTOM LIGHTING Archistoric Products LLC
STEEL FABRICATIONS Rockford Ornamental Iron Inc.
PHOTOGRAPHY Anthony Tahlier Photography
KNAUER INCORPORATED
720 Waukegan Road
Suite 200
Deerfield IL 60015
847 948 9500
www.knauerinc.com
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