1Why did HOHOHO choose the 1920s?
Whenever we start working on a project, we conduct an interview. That is how our branding process begins. We understand what our client needs and find inspiration from conversation. We had that experience in our conversation with Wendell and Luois. They wanted people to have a surreal, fresh, and beneficial experience from their brand.
That is why the United States became the background of the space; Wendell spent his childhood in the US. We wondered what can make an interesting story with the theme of alcohol, and that led to “Prohibition.” In the 1920s, alcohol was banned in the United States but it surely did not disappear. Alcohol consumption was legally banned, but people secretly drank.
In part, this is thanks to prosperity and abundance that arrived after war. We thought this duality can be an interesting theme. That is how the 1920s, which also happens to be the era of Great Gatsby, became the key to branding Pussyfoot Saloon.
2What is the brand concept then?
The brand concept is also very interesting. The background is the Prohibition era, but we did not stop there and added something special. You know, HOHOHO always seeks something new (laughter). We created a train from the 1920s to express secretive and splendid atmosphere of the era. The train is a device to reflect an ideal aspect from the 1920s.
and we wanted contemporary visitors to feel the atmosphere of the 1920s. It means that visitors can travel through time and go to the 1920s by consecutively moving around the space. Visitors technically live in the present moment, but they experience something more ideal and less real when they are at Pussyfoot Saloon.
It is not about a time machine or a fictional character going back in time. In fact, what I want to explain is closer to an optical illusion. The Pussyfoot Saloon brand gradually and naturally leads visitors to wonder if they are in the 1920s, and you can find what I mean when you look at the details of the space.
3We were surprised at first after hearing the brand name.
Wendell and Loisalso thought it is difficult. It took a month to decide a name that can reflect the story. The name is as interesting as the brand name of HOHOHO as well.
We get that reaction often. We started working on the name after setting the background and concept. It was not easy to find a name. HOHOHO searched for many options and came up with around fifty candidates. It was difficult to make a decision because the brand name should carry the entire storyline I mentioned.
The name “Pussyfoot Saloon” could have been a risky choice because of the meaning of English word “pussy.” However, the word “pussyfoot” can have various meanings. First, there is William “Pussyfoot” Johnson who was a leading advocate of Prohibition. You might find it ironic that a Prohibition advocate’s name is used in a bar name. However, we also need to know another meaning of the word. The second meaning of “pussyfoot” comes from a cocktail. There is a type of cocktail called Pussyfoot and it was named to pay respect to William Johnson (and it does not contain alcohol). We found it very entertaining. The irony is similar to how people in the 1920s secretly drank against the law. The brand name reflects the time period, but the name conveys something interesting, not serious. We added the word “saloon” that means a bar of luxurious train. So we came up with the name “Pussyfoot Saloon.” I know Wendell is proud of this name, and he likes to tell people how the name was created.
4Can you tell us about the visual system and its elements?
There are two motifs: Prohibition and a classic train from the 1920s. It was crucial to bring the two motifs to the contemporary setting, and make them seem modern and simple. In addition, we needed to develop a system that can be digitalized. We focused on the three tasks to develop a vector logo, to create a color system that can be appealing not only in the 1920s but also in 2018, and to design a modern typography.
5What does the logo signify?
We created a two-dimensional symbol of a train by simplifying and modernizing an image of a steam engine train in the 1920s. After making the symbol, we added details by using shapes of classic cocktail glasses such as on the rock glass, highball glass, and martini glass to represent signature cocktails of Pussyfoot Saloon. The logo signifies that visitors travel with a cocktail on the classic train. It creates a story because the logo shares the same context with the actual space.
6Can you tell us more about the colors and the typography?
We chose two signature colors, which are Cocktail Green and Cocktail Gold. Cocktail Green is a classic color that reminds you of the Prohibition era, and it was also used in uniforms and details found in luxurious trains. Cocktail Green is a unique color that you cannot see often, but we found a lot of sample objects that can go with this color. That is why we made a bold decision to pick this color.
Cocktail Gold was selected to bring back the Gatsby feeling, which is similar with a dark yet splendid atmosphere from the 1920s. I believe the two colors create great harmony not only in the logo but also in the space and other applications.
The typography used here is not something you can find in many places. We chose a typeface called “Neutraface” which was invented by Christian Schwartz in 2002. It looks like San Serif at first glance, but Neutraface is more classic. For instance, the x-height (which means the horizontal axis of capital letters here) of A, E, F, and H are slightly lower; the small “b,” “h,” and “k” have longer ascender (which means the vertical line). These are characteristics of older version of San Serif. Neutraface has these characteristics but is relatively a new font, which has both modern and classic aspects that we were looking for.
7The frames and artworks in Pussyfoot Saloon are very impressive. Did you make them too?
It took some time to decide what should be in the frames since they will stand out in the space. We considered posting a simple image like a logo, a poster with typography, a photo that can go with cocktail and whiskey, or an oil painting.
That is when I found the work of Dave Rheaume, who is an artist based in Toronto. Interestingly, Rheaume found a motif for his works from the 1920s too, and his works convey the feeling that speakeasy bars have. So we decided to use his works, and purchased the license to do so. The works extend the story of Pussyfoot Saloon.
In these artworks, there are Wendell and Loisgoing to a speakeasy bar. Also, you can find Bob running away with cocktail tools, and there is a classic steam engine train ready for a cocktail jourey. All of the pieces make the space even more interesting and enrich the story.
8Let’s now look at the space. Can you tell us about the space?
The project is very coherent, which shows our strength. Since we work on a total solution, we value coherency above anything. The same goes for the space. For us, a space is the last thing to work with and it is what contains the entire story of project. In Pussyfoot Saloon, you can see all of the stories that I just explained.
9The space structure is unique. Did you place significance on structure design as well?
Of course. Everything that we work on has a significance. The building has clear advantages and disadvantages. We strived to make the advantages create harmony with the brand concept in the space. We designed as if the structure existed solely for the brand story, and emphasized its characteristics so that they will stand out.
As a result, we created a train from the 1920s as it should be there. For your information, the space is slightly largerthan 100m2. Instead of complaining about the limited space for movement, we offered experience that you can have on train, which turned out to be successful. I guess it proves how powerful a concept can be. Pussyfoot Saloon has a double-height structure. Since the original space had a high ceiling, we naturally planned a double-height space;
however, it could have become a dead space if our design was not well executed. We avoided any dead space and emphasized openness of high ceiling to make the space more efficient. As I explained earlier, the structure allows visitors to travel through time by consecutively moving around.
10Can you explain the structure in more detail?
There are largely three parts, which are the sunken area, the lower floor, and the double-height floor. The staircase from the first floor to underground is connected to the sunken area, which looks like a train platform and serves as an entrance for visitors. You can enter the bar space through the sunken area, and the internal space is linked to the train platform, and there is also a main train.
The entire double-height structure consists of two parts. One is the lower floor, and the other is the double-ceiling floor. The lower floor consists of a bar in luxurious train from the 1920s, which supports center of the entire space. There are arch pillars that represent a train platform. These elements lead to an optical illusion so that visitors automatically onboard a train called “Pussyfoot Saloon” without doing any action. You will find the double-height floor by going up the staircase. This floor is the train, and has four mini booths and a VIP booth that can fit ten people. Also, each booth has a special name.
There are largely three parts, which are the sunken area, the lower floor, and the double-height floor. The staircase from the first floor to underground is connected to the sunken area, which looks like a train platform and serves as an entrance for visitors. You can enter the bar space through the sunken area, and the internal space is linked to the train platform, and there is also a main train.
The entire double-height structure consists of two parts. One is the lower floor, and the other is the double-ceiling floor. The lower floor consists of a bar in luxurious train from the 1920s, which supports center of the entire space. There are arch pillars that represent a train platform. These elements lead to an optical illusion so that visitors automatically onboard a train called “Pussyfoot Saloon” without doing any action. You will find the double-height floor by going up the staircase. This floor is the train, and has four mini booths and a VIP booth that can fit ten people. Also, each booth has a special name.
11Was there any difficulty designing the space?
I would like to say again that the biggest downside of Pussyfoot Saloon is limited size. It was of course important to emphasize the characteristic of train in the small space. We spent much time thinking about how to utilize the space because a lot of elements had to be placed together.
In particular, designing the bar was highly challenging. We talked to Wendell and Loisabout the brand concept, but we also talked to bartenders about how to structure the bar. I still remember what the bartender from France told me: “I wish I can reach everything with my hand from where I stand.” We concluded that our approach has to be professional and sensitive after repeated discussions. The type of space that we wanted to create is not easily found in Korea; therefore, we customized everything.
All of the kitchen utensils and bar accessories were custom-made, and bartenders joined the process to determine specifications. In the end, the bar became higher than a regular bar; that means the chairs had to be custom-made too. In the end, the bartenders were satisfied with their working space and the tall bar became a good instrument to facilitate interaction between customers and bartenders.
12We want to hear more about the colors and details of the finish.
CMF (colors, materials, and finish) is considered to be one of the most sensitive elements in a product or a space. We looked up images of trains and bars from the 1920s, and developed a material board that consists of wood, gold, marble, steel plate, and glass that represent the time period. Of course, the finish is one of the optical illusion devices that leads visitors to enter the 1920s.
Regarding the colors, we focused on the identity of a bar. People come here to drink, and a bar is a place that generates warmth. That is why we focused on the color tone that is generated when original color is touched by light. The light in this space has temperature less than 3000K, so yellow is a naturally added shade.
Moreover, we tried often to use a rheostat to adjust intensity of illumination. Therefore, the color was different under natural light. We created a lighting environment and compared with the finish materials to make a color palette. We also designed the pattern for wallpaper and carpet. The reason why we designed the pattern is because we did not want to choose a ready-made product and wanted to add the right details for overall balance.
13I heard that there are many interesting episodes about the finish as well. Can you share more details about it?
In many cases, designers do not have to be involved directly in this process because processed materials are used to finish a space. However, we wanted to make sure that the arch pillars convey a vintage feeling because they are the core elements.
We had multiple meetings with those at the site but did not lead to desired outcome, so we had to deploy our designers to add texture to the arch pillars. Gesso, thinner, paints were used to create the texture. I remember how HOHOHO designers stayed up all night to work on multiple projects. We designed the pattern for wallpaper and carpet; it might seem like a minor detail, but I believe the details can change density of a space and finish an entire space.
14I saw windows on the double-height floor; why are there windows for an underground space?
That is how we made the best of the disadvantage of space. You are correct that the space is located underground, but we still had to make it look like a train. The windows are one of the devices to create a train.
We used digital elements to offer an experience that Pussyfoot Saloon is a train that keeps running. The windows in each booth show 1:1 display, and we decided to play a video clip to make customers feel like the train is running and landscape is changing. While the windows are just a simple device, it is also true that emotions do not rely on simplicity or complexity.
15Did HOHOHO make the lightings and furniture as well?
We do in most cases because it makes a designer happy to make everything to match brand concept. Moreover, we prefer this option to build a strong brand identity in space. Of course, there is no one-size-fits-all solution. I think using ready-made products can be efficient if it still represents brand identity well.
There are clear pros and cons about making objects from scratch. It can match with the brand better because the design is based on brand concept. However, originally designed objects are expensive because they are not mass manufactured. We make sure to carry out discussion in advance with our partners to consider advantages and disadvantages.For Pussyfoot Saloon, we designed and made all lightings and furniture. There are fixed furniture and mobile furniture.
We changed the height of bar chairs because of the bar height; the bar chairs are taller than usual. That is why customers feel like they float when seated. We decided the height to facilitate interaction between bartenders and customers, but we also considered safety issue. Since the bar chairs are taller than usual, we tested to make sure that the chairs will not fall or become unstable when someone shakes them. We could not make the chairs large (due to the small space) and we considered all factors to resolve the concern.Lightings are also important because they can change tone and temperature of a space. I have seen many cases where a misused lighting creates something wrong in atmosphere.
We dedicated much time and efforts to determine how many lightings are needed and which area the lightings should cover. We got reference from the 1920s to design lighting. Furthermore, we utilized three-dimensional modeling and rendering to create lighting and furniture simulation. Simple prototypes were used in a test to see if they work and create desired effects in the space. It is true that the process was long and making the objects was another challenge. However, I believe the lightings and furniture are indispensable for Pussyfoot Saloon.
16How was Pussyfoot Saloon received by the public?
It has been a few months since Pussyfoot Saloon first opened. Wendell and Louis have made an incredible achievement after building the brand identity, and that is why Pussyfoot Saloon became famous in Korea.
Moreover, Pussyfoot Saloon was named among the 50 Best Bars in Asia, increasing its global presence. It has become a must-visit place for visitors to Korea. Joe Hahn from Linkin Park, Daniel Henney, Naomi Campbell, and Daniel Dae Kim and other celebrities visited Pussyfoot Saloon when they came to Korea. With its increasing presence on global stage, Pussyfoot Saloon has established more plans and goals. I heard that Pussyfoot Saloon plans to expand the brand and carry out more projects.
17Is there anything you would like to share before finishing the interview?
Pussyfoot Saloon is a project that made our imagination a reality. Wendelle, Lois, and HOHOHO team members engaged in multiple discussions to create ideas, and almost 100% of the ideas have been realized.
Our goal is to realize a “total” brand, and this project made us overcome limit and gave potential to us. As we intended, Pussyfoot Saloon has become a train that keeps going forward. HOHOHO would like to stay next to the train and see its destination.