Assignment 4: Steve

The decorated shed has undergone numerous incarnations in adjusting to market tastes (pun intended) and architectural evolution. In these four images, we can certainly see the evidence of these changes. Let’s start with a not-so-way back machine trip to a Mickey D’s…

In the first image we see a typical McDonald’s (Roswell Road, north of Hammond), probably constructed in the late 1970s, early 1980s. As Langdon points out, the late 70s saw architectural devices designed to play the decorated shed at a low key variable. Here we see the ubiquitous mansard roof from that era over a rectangular form, and keeping with regional architectural taste, a brick exterior. The “sign” elements are the building itself: the red mansard roof and lighted ornamentation. The building also hugs the ground- no off beat, “googie” design or Exaggerated Modernism here. Notice that the large sheet glass picture windows are still present. The decorated “shed” has not shed its advertising of displaying its internal workings- this is fast food with a department store display case.

The second image is the same McDonald’s, but of the interior. Here we see a panoply of different fast food design methodologies of the last 30-40 years. The ceiling is a suspended ceiling, certainly a left over of this shed’s original construction. We she multiple lighting sources: fluorescent units flush with the ceiling and more contemporary, hanging light fixtures. The ordering is the same from a central counter with the personnel preparing and serving the food. However, there is an element of autonomy for the consumer. In earlier versions of the fast food shed, you did not have the freedom of choosing your beverage or refills when empty. This unit has a more contemporary service model with the customer allowed to choose beverage flavor and consume as much as he/she wants. Seating arrangements are mixed as well. We see the older variety of booths lining the windows (advertising feature). We also see low tops with movable chairs and high tops with movable chairs. Again, we have a mix of the old internal arrangements with more contemporary architectural flourishes. Note the faux wood pilaster screen supporting faux wood beaming. Interesting design element…

In image four, we see a more up to date version of the fast food joint. No longer a freestanding shed, this fast food emporium attempts to evoke an inviting “Main Street” feel with a neighbor fast food joint. Chipotle (Perimeter Center) sells itself as upscale fast food. In looking at the exterior, the tones are muted; no garish signage is present; the brick and cornice work play to associative values; the color pallet is mutually agreeable. The look and feel is slick, yet inviting. The harmony with the rib shack is noticeable. When one thinks of a BBQ joint, the first conjured image isn’t bland brick with a heavy cornice.

The interior continues the sleek motif. The colors do not clash, but work with the wood and brushed steel. The exposed ceiling is certainly a contemporary design characteristic- think Starbucks. The color pallet, the wood trimming, the brushed steel and the exposed industrial ceiling give the impression you not waiting on a square fish filet sandwich, but have entered a space that straddles the line between fast food and sit down service. The space certainly has a sophisticated feel. Even the fenestration with mullioned panes lends to the upscale atmosphere. This type of fast food space is a departure from the plastic feel of McDonald’s.