Assignment 4: Wright

John Chase discussed the significant role of consumerism in American culture, and in turn, contemporary architecture. He said it is "the single most important social and economic organizing force in the United States today." The design should essentially advertise the business within in a direct, rather than abstract, way. Such design restrictions are certainly present in chain restaurants.

These pictures show two International House of Pancake restaurants in metro-Atlanta. The first one is the traditional A-frame design and is located on LaVista Road at I-285. The second is a new structure built in the early or mid-2000s and is located in Norcross on Peachtree Parkway.

Unfortunately, the older structure is a franchise, and the franchisees were not able to allow me to use the corporate logo in the pictures; hence the tight shot in the second picture.

The most noticeable difference between the two structures is the feel inside of each. The more narrow older design has a cottage feel with its vaulted ceilings, narrow windows, and fabric-covered booths. It truly offered a "European" feel to complement its name and themed entrees. This was certainly in keeping with the consumerist views of design in the 1960s and 1970s.

The newer structure is more open in its design with the square structure and solid band of windows around the building. The interior furnishings are vinyl instead of cloth fabric. What is missing is the feel of a quaint European chalet. What is felt is the typical styling of consumer culture in the 21st century.

I was struck by two things: my discussion with the franchisee of the first store and the similarities between the two restaurants. With regard to the latter, the layout is different, but the corporate imaging is otherwise still present. Table presentation, fixtures, and most

notably the decor in both restaurants was virtually identical, down to the light fixtures. It seems that there is not as much fascination by hokeyness in design, nor will there be in the future. Americans are constantly bombarded with information and entertainment, and it seems that chain restaurants are becoming less of a themed destination and more utilitarian as a result.

The other notable point was my discussion with the franchisee at the older location. She said her husband's family had operated that facility for almost 40 years. In that time, they have observed an influx of automobile traffic that surpasses the parking lot's capacity on a busy weekend. They have also observed the overindulgence that comes from mass consumerism. As the menu has grown to meet new tastes and satisfy a broader customer base, the small facility is constrained by a lack of freezer and storage space for the additional foods and thus has had to change their procedures to accomodate these changes.