heartwood: a neighborhood market

2018

PROJECT LOCATION
205 E Broad Street, ground floor
a 3-story building currently owned by Walter Parks and home to

mOb studio

(76’l x 18’w x 16’h)

OBJECTIVE

to design two different and similar experiences for a retail shop owner with between 1-3 employees and its customers. to design one experience for a store owner and his/her employees. to respond to, and challenge, Broad Street’s unique history

perspective

front of the store - custom produce fixtures + cooler + featured meal display + custom lighting fixtures

middle of store - grab and go + coffee + point of sale + custom lighting fixtures

medium: sketchup + marker + ink

CONCEPT

The heartwood of a tree is the central tree ring, innermost part of the trunk. It is the oldest, strongest and most resistant of all the rings. Similarly, the heartwood neighborhood market is a central place of nourishment and knowledge that grounds the historical community of Broad St. and Jackson Ward community, by representing and contributing to its fortitude. Heartwood is the strength of its community, By selling affordable fresh whole foods, encouraging ans enabling the community to become healthier and stronger.

concept/branding diagram

final concept model
communicates a dense heartwood and tree rings, in a rectilinear shape that mirrors the site

programming

programming diagram
illustrates importance of activities, adjacencies
between activities + owner or customer use

programming plan diagram
to be the heartwood, or the strength of the community, the owners want to strengthen the neighborhood by encouraging customers to select healthy options, healthy items like produce are place in abundance at the front of the store and foods that should be consumed in small quantities at the back of the store.