449 Powell Street Project: Serenity

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15

449 Powell Street Project: Serenity

Concept Statement:
My concept for this project is, Rustic Elegance. For 449
Powell Street third floor I envision a Restaurant Lounge
named Serenity. The target audience for this restaurant
will be mainly tourists, college aged students, and working
individuals whose ages range from 20s 40s. The
restaurant will feature three separate areas. One area will
be the main restaurant/bar area. The other two areas will
be two lounge areas; one will be a performance lounge,
which will feature local artists, and performers, while the
other will be more secluded for privacy and comfort.
Considering San Franciscos climate and history, the menu
for this restaurant will be a Mediterranean cuisine and
classic seafood.
The image behind Serenity is the Lotus Flower. It is a state
of mind, symbolizing mental purity and beauty. When
coming up with the name and concept of my space,
I wanted to provide a place that was intimate,
relaxing, and to create an atmosphere that immediately
changes as they enter in the room. My thoughts were on
how busy San Francisco is, and in particular the Union Square
wherein this building resides. With that in mind, I wanted
to create something that have your worries and concerns
ebb away after the hustle of trying to get through the day.
The intent behind Serenity is to provide a intimate safe
haven for its patrons, to provide a place of entertainment
and to relax after school or after work. In that, the lighting
in the place will be ambiance, low lighting. To keep with
this theme, the design aesthetic of the restaurant will be
rustic, and delicately modern. Rustic: to provide a cozy,
relaxing atmosphere, and Delicately Modern: to
incorporate the goals and future of that which is San
Francisco.

Concept
IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 1/15

449 Powell Street Project: Serenity

Site Analysis
Union Square is a very diverse and affluent neighborhood,
located in downtown San Francisco, and is considered to
be one of the worlds foremost shopping districts. In it, you
will find one of the largest collections department stores,
retail shops, restaurants, theaters, upscale boutiques and
high-end art galleries. Union Square is considered the
ceremonial heart of San Francisco. It sponsors many
events, such as art shows, public concerts, a winter ice rink,
and private parties. With this, it makes Union Square a major
tourist destination. It has great public transportation to and
from the district, making it very accessible. The area is very
diverse, featuring many different cultures, and their
influences on the stores that are represented in Union
Square.

Site
Analysis
IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 2/15

449 Powell Street Project: Serenity

Process Development: Bubble & Block Diagrams

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 3/15

449 Powell Street Project: Serenity

Process Development: Schematic Plan & Circulation

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 4/15

449 Powell Street Project: Serenity

Process Development: Early Sketches

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 5/15

449 Powell Street Project: Serenity

PRIVATE LOUNGE

BAR AREA

Process Development: Refined Sketches

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 6/15

449 Powell Street Project: Serenity

Furniture Plan

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 7/15

449 Powell Street Project: Serenity

Reflected Ceiling Plan

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 8/15

449 Powell Street Project: Serenity

POWELL STREET

SUTTER STREET

Exterior Elevations

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 9/15

449 Powell Street Project: Serenity

Sections

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 10/15

449 Powell Street Project: Serenity

Interior Elevations

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 11/15

449 Powell Street Project: Serenity

ENTRY EXPERIENCE: DINING & BAR AREA

PRIVATE LOUNGE

PERFORMANCE LOUNGE

Perspectives

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 12/15

449 Powell Street Project: Serenity

Track Pendant Lighting

Location: Private Lounge, Dining Area
Modern Bronze with Amber Glass by WAC Lighting

Wall Sconces
Vivid 5 Light Wall
Sconce by Its
Exciting Lighting
Location: Performance
Lounge, Private Lounge,
Dining Area

Recessed Lighting

Spotlights

6 Copper Bronze LED

Recessed Trim by WAC
Lighting

8* Spotlight by Davey
Lighting

Location: Entrance, Kitchen,

Dining Area

Location:
Performance Lounge

Materials: Lighting

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 13/15

449 Powell Street Project: Serenity

Seating

Flooring

Circular Booth in Euro Royal Blue

Location: Performance Lounge,
Private Lounge

Rectangular Booth in Euro Royal

Blue
Location: Private Lounge

36 Bar Stool in Euro

Royal Blue
Location: Bar

Dining Chair in
Euro Gold
Location:
Performance
Lounge, Dining
area

Lefontane Glazed
Porcelain
Location: Kitchen,
Storage, Restrooms

Wall Finishes

Whitewashed Brick
Location: Private
Lounge, Bar Area,
Kitchen, Storage

Bruce Walnut Hardwood

in Seashell White
Location: Entrance,
Private Lounge, Dining
Area

Benjamin Moore
Orange Ice
Location: Interior
Walls

Karastan Carpet in Sunken

Garden
Location: Performance
Lounge

Benjamin Moore
French Canvas
Location: Ceiling

Tables

Table Top and Counter

Finish in Beige Pampas
Location: Private Lounge,
Performance Lounge,
Dining Area, Bar Area,
Kitchen

Round Table
Location: Private Lounge,
Performance Lounge,
Dining Area

Other

Glass Wall
Location: Performance
Lounge

Materials: Furniture

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 14/15

449 Powell Street Project: Serenity

Front/Exterior Signage and Posters

Restaurant Menu Cover

Wait Staff Uniform

Signage

IAD 250: Design of the Built Environment B - Felicia Alford - 5/14/15 - 15/15