CASE STUDY: UPTON 43

PHASE 01 : DISCOVER

LISTENING + EMPATHY → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.

FOR UPTON 43 THIS CAME TO LIFE IN THESE WAYS →

Understanding Scandinavian language + structure as it would be a key element in the menus (a lot of swedish was used instead of “american”izing). Open-faced sandwiches remained smørrebrød, pea soup is ärtsoppa, västerbotten is cheese.

A portrait of Chef Harcey’s grandfather was the only art in the entire restaurant. Willard inspired Erick to become a chef and his story was key to the arc and soul of the restaurant.

Kaffe Stuga was Willard’s restaurant. Harcey’s grandmother’s Swedish Meatball recipe was tweaked and served at Upton 43. Many meals were shared here as we listened and heard the origin of the family’s love of food.

“As I’ve always said, cooking is a philosophy, it’s not a recipe - unless it’s pastry and then it’s chemistry - so therefore it’s not just teaching them how to cook, it’s sharing your philosophy and your vision with them. It’s as simple as that. A good chef is a pied piper, they follow him.” Marco Pierre White

For many chefs, Marco Pierre White and his book White Heat were the reason they are in the business.

TREND, CONTEXTUAL + COMPETITIVE RESEARCH → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.

FOR UPTON 43 THIS CAME TO LIFE IN THESE WAYS →

How to create a brand at the intersection of elevated Scandinavian cuisine in a modern space, with a love for The Grateful Dead, fishing lures and chewing tobacco?

Upton 43 was renovated inside of a former hardware store on Upton Ave S. Historical research of the neighborhood, signage and trolly system was key in brand development.

Beyond Harcey’s personal cookbook collection of hundreds, maybe thousands, we also spent time with handwritten, stained recipe cards and cookbooks from Grandma.

The visual language that would be represented through the imagery for web and social was a consideration in the overall brand direction. We explored several directions including a rich, earthy example (shown above).

PHASE 02 : POSITION

INTENTIONAL APPLICATION → We sweat the details and application of the research and discovery. Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.

FOR UPTON 43 THIS MEANT →

In our process, every asset and application must support the story and enhance the overall experience. We weaved the textures, patterns and palettes of the space and chef Harcey’s personal story into the digital and collateral elements of the brand to fuse all of the intangible aspects of the restaurant together at every touchpoint. This led to confident and clean applications like a minimalist menu and postcards given to every guest after their meal adorned with nostalgic images of Kaffe Stuga, produce from his farm and rosemåling from his childhood home. Guests sent letters to friends around the world and kept menus with chef Harcey’s notes as a record of their visit.

Restaurants are fashion. The photography, the interiors, the design elements are all part of a very intense trend cycle. As part of our process, we sought to understand that landscape. Where should we be in step, where should the brand pave into uncharted territory?

PHASE 03 : EXECUTE

EMERGENT EXECUTIONS → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.

FOR UPTON 43 THIS CAME TO LIFE IN THESE WAYS →

When a guest stepped into Upton 43, they were taken into a chef Harcey’s world. All aspects were considered. From the smell and warmth of the open fire in the kitchen, the oversized booths to create an intimate, comfortable setting, to the Japanese dinnerware, every piece played a crucial part in the orchestral experience. When making design decisions, we see everything as a web, how the weight of a fork influences plating to how an unfinished wall compliments modern, minimal Scandinavian furniture, every detail counts. The way chef Harcey composes his dishes influenced the way the tabletop experience and lighting was designed to highlight his food, truly making it the main event.

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PHASE 04 : AMPLIFY

CONSISTENT NURTURING → Once we have developed a strong foundation for your business and brand, we must continue to nurture it. Your brand must stay consistent in design and communications to ensure the success of our work together. This is a long term investment that calls for unwavering attention. Our deep work in discovery, positioning and execution arm us with a rich content and strategies to share your story and business with the world that builds awareness and growth.

FOR UPTON 43 THIS CAME TO LIFE IN THESE WAYS →

We were given the opportunity to develop all aspects of the Upton 43 story, brand and space. We instilled a deep sense of story into every facet of the project which made public relations initiatives flow in a connected, clear and impactful way. Instead of having to craft a new story for the PR phase of the project, we built the depth and interest from the beginning, allowing us to bring international attention and accolades to chef Erick Harcey and his dream restaurant centered around his humble roots in rural Minnesota combined with conceptual, fine dining artistry.

SPECIAL PROJECTS + BRAND BUILDING

CHEF FERRAN ADRIÀ AT THE MINNEAPOLIS INSTITUTE OF ART

When Ferran Adrià, the Spanish chef responsible for the rise of molecular gastronomy and one of the most influential restaurants in the world elBulli, visited Minneapolis, MN, chef Harcey was asked to prepare a dish and submit his sketchbooks and writings as exhibits to the museum for an exhibition that celebrated the connection between art, food and the ways it is inherently a creative expression.

CHEF MAGNUS NILSSON X CHEF ERICK HARCEY

Magnus Nillson, Swedish chef, outdoorsman and the creative mind behind the restaurant Faviken ranked one of the best restaurants in the world and featured on the first season of Netflix’s Emmy award winning series Chef’s Table, spent the day with chef Harcey when he was visiting Minneapolis. The day started with a lunch of roasted leg of lamb and smørrebrød at Upton 43’s chef’s table and finished with the two of them fishing on a lake nearby Harcey’s hometown of Cambridge, MN.

VISIT PORTLAND WITH CHEF GREGORY GOURDET

Top Chef contestant and head chef of Departures partnered with Chefsfeed and Visit Portland to do a chef exchange. Chef Harcey went to Portland and toured the city from visiting urban farms to local chocolatiers and ended with chef Gourdet coming to Minneapolis and cooking a ten course meal for special guests with Harcey at Upton 43’s Chef’s Table.

CHEF FERRAN ADRIÀ AT THE MINNEAPOLIS INSTITUTE OF ART as part of this installation at the MIA, Chef Harcey’s food sketchbooks we initiated into the exhibit and collection along Chef Adrià iconic drawings.

NOTES ON CREATIVITY click to view the curated book of the event that travelled through museums: ACE Museum, Los Angeles, Museum of Contemporary Art, Cleveland, Minneapolis Institute of Arts, Marres House for Contemporary Culture, Maastricht, The Netherlands.

COMMUNITY BUILDING THROUGH THE CHEF’S TABLE

Right outside of Upton 43’s open kitchen, we built an intimate dining experience where guests could participate in a ten course, conceptual meal. This space became a playground for chef Harcey’s creativity and a place where he could collaborate and push boundaries with award winning chefs from Minneapolis and around the country.