Hospitality Design - November 2013 - 104

2+3. Two views of the
restaurant, where orb
lights mingle with
mosaic tile, and deep
blue hues conjure the
Mediterranean.

10
American fare, the designers created the brand from a collective,
global voice. "We are collaborative, but we've never had input
from two hundred people," laughs O'Neal. Adds principal Adam
Farmerie: "When people started rounding up their experiences and
collective memories about places they always loved having food from,
we found a lot of them were from roadside stands that you stopped at
when you were on family roadtrips as kids or traveling as an adult-
on the West Coast it's tacos, and in the Deep South it's pulled pork.
We started thinking about these things that make you feel good and
started cobbling them together."
Once they were on board as one of the vendors, they also took
on the role as market operator. Together with Picket, they finalized
the other chefs, many of whom the team loves: Seamus Mullen from
El Colmado, Ivan Orkin at Ivan's Ramen Slurp Shop, and Carolyn
Fidanza at Little Chef, to name a few. "It's in no man's land on
Eleventh Avenue; Picket could have taken the easy route and done a
Whole Foods. Instead, he took the hard way and did something cool
and fun," says Farmerie.
Design-wise for the market, the team says they were inspired
by classic 19th-century New York City market spaces blended
with a 1970s street party experience. "We looked at it as a series of

104

November 2013 hospitalitydesign.com

interchangeable parts. It's a simple, straightforward, clean space
that people can then layer on top of," says Farmerie. That translated
into aisles of wood counters with zinc and stone bartops, polished
concrete floors, and rows of pendant lights. As a nod to the original
Washington Market, tube steel and wire mesh canopies define many
of the vendor spaces, and to create a "strong seventies street party
mood," there are vintage-inspired barstools and communal dining
furniture, festoon lights draped from the ceiling, and vintage exterior
signs. For a true indoor-outdoor feel, the space opens to the street
thanks to operable fa├žade windows that allow for sidewalk service.
As for Genuine Roadside, they channeled VFWs and Elk Lodges
from "any town USA," and contexturally referenced the '70s and
'80s, the time period in which the partners grew up in different
suburbs from coast to coast. Says Farmerie, "It taps into our own
memories of driving across the country stopping into these little
towns. Instead of just trying to mimic roadside stands-which you
can't do-we looked towards the slightly unusual: VFWs, which
acted as the town's social institution." They swathed the space (the
only full dining room in the market) in blonde veneered paneling
and moulding and orange diner-esque seating. But it's the "American
celebration" details that make the space feel authentic: a boom box


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Table of Contents for the Digital Edition of Hospitality Design - November 2013

Table of Contents
Hospitality Design - November 2013 - Intro
Hospitality Design - November 2013 - Cover1
Hospitality Design - November 2013 - Cover2
Hospitality Design - November 2013 - 1
Hospitality Design - November 2013 - 2
Hospitality Design - November 2013 - 3
Hospitality Design - November 2013 - 4
Hospitality Design - November 2013 - 5
Hospitality Design - November 2013 - 6
Hospitality Design - November 2013 - 7
Hospitality Design - November 2013 - 8
Hospitality Design - November 2013 - 9
Hospitality Design - November 2013 - 10
Hospitality Design - November 2013 - 11
Hospitality Design - November 2013 - 12
Hospitality Design - November 2013 - 13
Hospitality Design - November 2013 - 14
Hospitality Design - November 2013 - 15
Hospitality Design - November 2013 - 16
Hospitality Design - November 2013 - 17
Hospitality Design - November 2013 - 18
Hospitality Design - November 2013 - 19
Hospitality Design - November 2013 - 20
Hospitality Design - November 2013 - Table of Contents
Hospitality Design - November 2013 - 22
Hospitality Design - November 2013 - 23
Hospitality Design - November 2013 - 24
Hospitality Design - November 2013 - 25
Hospitality Design - November 2013 - 26
Hospitality Design - November 2013 - 27
Hospitality Design - November 2013 - 28
Hospitality Design - November 2013 - 29
Hospitality Design - November 2013 - 30
Hospitality Design - November 2013 - 31
Hospitality Design - November 2013 - 32
Hospitality Design - November 2013 - 33
Hospitality Design - November 2013 - 34
Hospitality Design - November 2013 - 35
Hospitality Design - November 2013 - 36
Hospitality Design - November 2013 - 37
Hospitality Design - November 2013 - 38
Hospitality Design - November 2013 - 39
Hospitality Design - November 2013 - 40
Hospitality Design - November 2013 - 41
Hospitality Design - November 2013 - 42
Hospitality Design - November 2013 - 43
Hospitality Design - November 2013 - 44
Hospitality Design - November 2013 - 45
Hospitality Design - November 2013 - 46
Hospitality Design - November 2013 - 47
Hospitality Design - November 2013 - 48
Hospitality Design - November 2013 - 49
Hospitality Design - November 2013 - 50
Hospitality Design - November 2013 - 51
Hospitality Design - November 2013 - 52
Hospitality Design - November 2013 - 53
Hospitality Design - November 2013 - 54
Hospitality Design - November 2013 - 55
Hospitality Design - November 2013 - 56
Hospitality Design - November 2013 - 57
Hospitality Design - November 2013 - 58
Hospitality Design - November 2013 - 59
Hospitality Design - November 2013 - 60
Hospitality Design - November 2013 - 61
Hospitality Design - November 2013 - 62
Hospitality Design - November 2013 - 63
Hospitality Design - November 2013 - 64
Hospitality Design - November 2013 - 65
Hospitality Design - November 2013 - 66
Hospitality Design - November 2013 - 67
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Hospitality Design - November 2013 - 70
Hospitality Design - November 2013 - 71
Hospitality Design - November 2013 - 72
Hospitality Design - November 2013 - 73
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Hospitality Design - November 2013 - 76
Hospitality Design - November 2013 - 77
Hospitality Design - November 2013 - 78
Hospitality Design - November 2013 - 79
Hospitality Design - November 2013 - 80
Hospitality Design - November 2013 - 81
Hospitality Design - November 2013 - 82
Hospitality Design - November 2013 - 83
Hospitality Design - November 2013 - 84
Hospitality Design - November 2013 - 85
Hospitality Design - November 2013 - 86
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Hospitality Design - November 2013 - 100
Hospitality Design - November 2013 - 101
Hospitality Design - November 2013 - 102
Hospitality Design - November 2013 - 103
Hospitality Design - November 2013 - 104
Hospitality Design - November 2013 - 105
Hospitality Design - November 2013 - 106
Hospitality Design - November 2013 - 107
Hospitality Design - November 2013 - 108
Hospitality Design - November 2013 - 109
Hospitality Design - November 2013 - 110
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Hospitality Design - November 2013 - Cover3
Hospitality Design - November 2013 - Cover4
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