Boutique Design - May 2014 - 16

THE BUZZ

6,400

The number of hotel rooms
slated to be added to the
Manhattan market in 2014

FREEMAN HOTEL CONCEPT
WINS IIDA STUDENT
DESIGN COMPETITION
JEFFREY BEERS GOES TO BAT AT BALLPARK VILLAGE
St. Louis' most famous beer brand and major
league baseball team take center stage at
the new Ballpark Village designed by Jeffrey
Beers International. The sports-entertainment
complex, located adjacent to the city's Busch
Stadium, bears an urban plan inspired by the
classic piazzas and town squares in Europe,
designers at the New York-based firm say.
The complex is divided into three main
areas: a central marketplace flanked by two
zones: one paying homage to Budweiser beer,
the other to the St. Louis Cardinals. The twolevel Live! Marketplace at the middle of the
complex features bars, retail stores and a
30- by-16-ft. television screen flanked by four
90-inch LED TVs.
Housed on one side of the marketplace is
the four-level Budweiser Tap House, whose
first floor showcases a traditional beer hall
with an industrial aesthetic and color palette
of classic red, gold and a muted dark green
that was a signature color of the brand's
bottles before the 1940s. Hand-printed tabletops display chess, checkers and backgammon games, and vintage Budweiser
advertisements line a brick wall that
connects to the second floor.
Designers say the second floor exudes a
more upscale vibe, with interiors inspired by
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boutiquedesign.com MAY 2014

the Budweiser gold crown logo. Tall barrelstyle tufted booths, a backlit bar and clusters of
studded leather lounge seating create the feel
of an exclusive club. The Tap House's third and
fourth floors and rooftop provide seating with
views into the Cardinals' stadium. Furthering
the Budweiser motif, an outdoor beer garden
directly outside the Live! marketplace features a
distinctive tree of the same species from which
Budweiser barrels are made. A custom teak
banquette surrounds the tree.
The other side of the complex houses
Cardinals Nation, whose first floor features a
ceiling installation of LED lights that resemble
the red stitching on a baseball, along with a
restaurant and bar, a hall of fame museum
and retail space. Decorated throughout with
baseball memorabilia, the first floor's color
palette features the red and yellow found in
the Cardinals' logo.
The second floor takes its inspiration
from the Gashouse Gang, a name applied to
the successful Cardinals team of the mid1930s and 1940s. In a nod to that time period,
designs include a pressed tin ceiling, Edison
bulb-inspired light pendants, and elegant
leather dining seating. The third floor houses
an events space, while the fourth provides
views into the stadium.

The winners of the International Interior Design
Association's New York Chapter (IIDA NY) 2014
Student Design Awards included a cutting-edge
hospitality concept: the FreeMan Hotel, by New
School of Design's Pedro Barillas. In his design
brief, Barillas wrote that the hotel's environs would
take inspiration from its locale in New York's Hells
Kitchen, "where rebels have always flourished."
Competition judge Randy Fahey, a senior associate at Gensler's New York office, had this praise
for Barillas' concept. "Its use and definition of space
is nicely considered, and flows well. There is plenty
of three-dimensional eye-candy, but it isn't trendy
or cliché - it is strong architecture."

C O U R T E S Y O F J E F F R E Y B E E R S I N T E R N AT I O N A L ( B A L L PA R K V I L L AG E ) ; P E D R O B A R I L L A S , C O U R T E S Y O F I I DA N Y ( F R E E M A N H O T E L )

-SOURCE: HOTEL INTELLIGENCE NEW
YORK, JONES LANG LASALLE'S HOTELS &
HOSPITALITY GROUP

http://www.boutiquedesign.com

Boutique Design - May 2014

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