- The New American Tavern is a movement to build a new kind of tavern across America, mixing the convivial and the civic with good food, good drink and good conversation. These taverns will serve as a community’s social hub and unofficial civic centre. The New American Tavern is promoting social cohesion, solving the issue of declining civic health and using the idea of a third place to foster social capital.
The stage at which we entered the project was when our client had been hosting events at various bars in New York as a way of getting the New American Tavern out into the world. The timeline of the tavern was to unfold as events ---> pop-up space --> brick and mortar restaurant.
- We were one of the many teams involved, mostly coming from the perspective of systems and design. The project took about nine months and was divided up into three phases. Team: Andrea, Katja, Monica, Stephen, Tanya, Tiffany, Wei, Josh
Client: Todd Schechter
1. Observe & Prototype:
As a team, we started researching by going to our first New American Tavern event. We arrived, observed, interacted and participated. We saw many opportunities in that first interaction:- To create a cohesive identity / experience
- Focus on the first impressions
- Get people talking
- ____________________2. Events & Identity:
We started what was called the New American Tavern Lab, a space where our team could explore the possibilities of a N.A.T. event by hosting smaller versions ourselves. The first one of those was the meeting of the minds, a gathering of volunteer teams and interested parties to explore ideas for the Tavern Experience in order to form a more perfect series of spring events.
3. Wrapping it up:
After researching for almost 8 months, we needed to define the guidelines of what a ‘New American Tavern’ event might look like. Also, we needed to synthesize all our ideas, references and insights in one place. While food and drink can make for a warm and inviting context, it’s what the guests will take away from the event that will tell the tale of an organization’s success.