Underground Underway

A new bar?!  Huzzah!

A new bar?!  Huzzah!

As resident man-on-the-street Jeff Kiger and closeted reporter Answer Man reported earlier this year, famed Rochester bartender Aynsley Jones is in the process of opening his own establishment dedicated to the quality alcoholic beverage.  9.SQUARE has been involved in the design process since the beginning with the Merchant Exchange Building on Historic 3rd Street to determine if and how a bar could be located in the existing basement commercial office space.

The technical challenge of building out an underground tavern aside, it has been a wonderful project working with Mr. Jones who is passionate about his drinks and clear on the vision for the bar.  He wanted to create an unpretentious, cozy, every-man's bar that was known for a great beverage and an atmosphere reminiscent of the prohibition-era speakeasies.

the doggery.jpg

The Doggery concept was extracted in the early schematic design process when we were creating "personas" or attitudes for the bar.  The look, feel, menu, reputation, and atmosphere were embodied in the above Doggery conceptual logo and design.  The name is rooted in Prohibition-times referring to a dive or an secret/illicit bar.  Some examples of similar designs or aesthetics were collected as precedent so that there was no ambiguity about the mood and style of the bar. 

And now construction is underway with a complete remodel planned for the entire basement level.  New ADA compliant bathrooms to serve both the bar and residents of the building are being constructed.  Modern Design & Concepts has also joined the team to work on Branding/Logo design as well as the complete interior design and furnishings.  Mr. Jones and crew are expecting that by the end of summer drinks will be flowing at this fantastic addition to downtown Rochester.  Stay up to date on the construction progress RIGHT HERE, on the 9.SQUARE blog!

Existing Basement Commercial Office

Existing Basement Commercial Office