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Southend Brewery & Smokehouse
Shook Kelley developed Southend Brewery & Smokehouse, a concept that tapped consumers’ nostalgia for the Industrial Age, transforming an underutilized 1930s warehouse into the heart of a revitalized area.
Located within the South End district in Charlotte, North Carolina, Southend Brewery & Smokehouse was likely the most significant and pivotal milestone of this revitalized area as an emerging district in the 1990s. Before South End became South End, a few early pioneers saw an opportunity and took a chance on the area. Working closely with the client, Shook Kelley crafted an underutilized 1930s warehouse on the distressed urban fringe into the heart of a revitalized area. Using a “concept to completion” approach, Shook Kelley proved that good design is a vital part of a solid bottom line. Southend Brewery & Smokehouse is a potent concept created by the careful blending of architecture, interior design and graphic imagery from the very beginning. It featured a glass-walled brew house, exposed food prep areas and a wood-fired pizza bar, all contained within a renovated industrial warehouse.
Southend Brewery & Smokehouse tapped nostalgia for the Industrial Age and established itself as the brand beacon for South End.
Along with a few other eateries and shops making home within nearby renovated structures from an era gone by, Southend Brewery & Smokehouse became a brand beacon for South End, with its metal grain silo – emblazoned with the district name – serving as both a billboard and an icon. Every day, thousands of people drove by the “Tank No. 5.” Southend Brewery & Smokehouse helped to define and fulfill the district’s brand promise, where old red brick industrial buildings – built to the street with pedestrian-friendly streetscapes – were resourcefully and creatively restored to create an environment with unique characteristics that one could not find anywhere else in Charlotte. South End’s brand is defined as a hip, funky urban area in which to live, work and play.
When it opened, Southend Brewery & Smokehouse was an instant hit. It was selected by Restaurants & Institutions annual jury as one of the ten best designed restaurants in the nation The eatery quickly became the city’s top grossing restaurant, proving that Charlotteans are hungry for a connection with the city’s past.
Located within the South End district in Charlotte, North Carolina, Southend Brewery & Smokehouse was likely the most significant and pivotal milestone of this revitalized area as an emerging district in the 1990s. Before South End became South End, a few early pioneers saw an opportunity and took a chance on the area. Working closely with the client, Shook Kelley crafted an underutilized 1930s warehouse on the distressed urban fringe into the heart of a revitalized area. Using a “concept to completion” approach, Shook Kelley proved that good design is a vital part of a solid bottom line. Southend Brewery & Smokehouse is a potent concept created by the careful blending of architecture, interior design and graphic imagery from the very beginning. It featured a glass-walled brew house, exposed food prep areas and a wood-fired pizza bar, all contained within a renovated industrial warehouse.
Southend Brewery & Smokehouse tapped nostalgia for the Industrial Age and established itself as the brand beacon for South End.
Along with a few other eateries and shops making home within nearby renovated structures from an era gone by, Southend Brewery & Smokehouse became a brand beacon for South End, with its metal grain silo – emblazoned with the district name – serving as both a billboard and an icon. Every day, thousands of people drove by the “Tank No. 5.” Southend Brewery & Smokehouse helped to define and fulfill the district’s brand promise, where old red brick industrial buildings – built to the street with pedestrian-friendly streetscapes – were resourcefully and creatively restored to create an environment with unique characteristics that one could not find anywhere else in Charlotte. South End’s brand is defined as a hip, funky urban area in which to live, work and play.
When it opened, Southend Brewery & Smokehouse was an instant hit. It was selected by Restaurants & Institutions annual jury as one of the ten best designed restaurants in the nation The eatery quickly became the city’s top grossing restaurant, proving that Charlotteans are hungry for a connection with the city’s past.
