Its first triumph came last year in the summer from Istanbul; when the Brewery received an award for the best mid sized shopping center in Europe granted by the International Council of Shopping Centers. Other competitors came from the Olomunca in the Check Republic and the Parque Atlantico in the Azores. It marked the beginning of its success. In December 2005 The International Council of Shopping Centers associating 50 000 members from 80 different countries based in Phoenix Arizona, awarded The Old Brewery the title for the best shopping center in the world in the category of mid sized buildings (up to 100 000 sq. m.) There is a great reason for celebration, because not only it is an architectural masterpiece, and by many considered as a work of art – but also because in the finals it excelled strong competitors from Japan or the birthplace and mother of super malls- the United States herself. Although, Poland leads Europe in terms of number of new malls build each year, first award of such kind was granted to a Polish investor. The investor is a company called FORTIS, managed by Grazyna Kulczyk (Wife of Poland’s richest businessman).
-How did it all begin? – I asked Dominika Kulczyk-Lubomirska PR manager and the spokesperson for FORTIS as I admire the view of the Polwiejska Street, from her office window.
The author of this project was my mother, Grazyna Kulczyk, who fell in love with this place and decided to rejuvenate it and give it a new shape to bring back its original charm. Since she is an art lover and admires artists, her first idea was to invite them here along with their art- especially because art gives this place most splendors. Following that, a new idea was born to expand this concept and create a place, which blends art, shopping, and business together. After 3-4 years of planning in terms of architecture and business and 15 months of building works (also awarded with a Platinum Drill for “the use of materials and technology, date of delivery and for its architectural value”) on November 5, 2004, we opened the doors for the people of Poznan with a concert by Klaus Szulze.- says Dominika Kulczyk-Lubomirska.
Przemyslaw Borkowicz architect and the coauthor of the New Old Brewery recalls the time when the only plan had been to revaluate the former brewery belonging to the Huggers brothers.
- Initially, the project only concerned the revaluation of the old buildings, which total area was 2000 square meters (the cafeteria, boiler room, offices). At first, the development concept was not clear, although the investor planned in the first place to rehab the building to be used for art and cultural purposes. However, when it appeared that the budget of the investment is limited a new concept was born to create a center that would combine art and business. The new project for 60 000 square meters i.e. 10 times larger than initially planned was established. The majority of the complex is occupied by the shopping center. The commercial parts of the building include shopping and office space (there are few thousand square meters of office space). In addition, the courtyard which actually serves as the center of the whole infrastructure, and most importantly as the arts and entertainment part. Art Hall and the gallery located in the courtyard hosts exhibitions. Three lover levels of the main building serve as the entertainment floors with a restaurant, pub, and a club. Three top levels are designed for theatrical, film and musical events. Other cultural events on the courtyard are art shows, concerts, and film showings – these two parts received the prize.
Dominika Kulczyk- Lubomirska explains: – The philosophy behind the Old Brewery is to combine art and business, where life looks at art and art looks at life.
Art could actually be a picklock into the souls of the customers who do not have any contact with it daily. From the moment, you enter the Old Brewery you are surrounded by different artwork, this kind of association sets new standards for shopping. Art that used to be only available to and created by the elite is currently accessible to everyone. The idea is very hip, since in the modern world malls are practically temples of consumptions – as described by an American sociologist George Ritzer. Just as in the past huge cathedrals attracted pilgrims by their monumental design, tempting ordinary mortals promising life after death, today these visions have been replaced by literal down to earth paradise which can be created by simply purchasing pleasure available here and now. Unfortunately, the building blocks which make up the so-called paradise, must be regularly replaced for newer and better in order to satisfy the demands of our never fully satisfied happiness and to catch up with the always escaping, colorful horizon of dreams. The malls of the 21st century just like sacral places in the past satisfy people’s need to contact with others or to be close to nature, which is more often present in such places. They guarantee the same kind of atmosphere as traditionally sanctuaries do; they are even structured in a way to have a similar balance, symmetry, and setup so people can get the sense of unity. The idea of shopping is fulfilled by celebration of trying things on, window shopping, checking the quality, touching. Malls offer many attractions and places where people can celebrate their meals. They are regarded as modern temples of consumption where people come not just to consume the products but also rather to consume the space and generally the environment surrounding them.
Przemyslaw Borkowicz explains: – The design trends of contemporary shopping centers combine diversity of functions. Notice that modern shopping centers have cinema multiplex or beauty salons. There are different kinds of entertainment spots such as bowling or dance clubs, so as you can see for many years now malls are not just places where you go shopping. Currently they are also places of entertainment. The Old Brewery serves two purposes. Firstly it is an attempt to maintain the existing landmark structure dating back to the beginning of the 19th century, and secondly an effort to adapt the new architecture to the existing surrounding environment.
The presents of art perfectly stimulates a whole array of senses. Today shopping and consumption are not only a passive acquisition of goods, but also a programmed wide spectrum experience, and art increases the prestige of buying. That is a good sign, since new shopping centers are cropping up at an alarming rate, a phenomenon as The Old Brewery is ahead of its competitors not only in the European scale. Putting much attention to the esthetics of consumption is the feature of the 21st century. Besides being functional the products and services offered must also fulfill esthetic requirements, which is more than just purchasing of goods.
The Architecture of the Old Brewery
The architectural composition of the building on one hand includes a brick structure and on the other modern elements which when combined mach the city’s surrounding buildings. Therefore, while introducing modern architecture the past is maintained. On one hand, it combines elements of symmetry and simplicity, which are the features of 21st century and on the other steel fantasy structures on the ceiling of the foyer hall resembling past architectural trends. An adventurous, thought provoking, inspiring architecture.
Przemyslaw Borkowicz: – Initially the plan had been different; we simply had planned to introduce some contrast, but as it turned out the new structures were becoming ultra modern made of steel, aluminum, and glass. However when we came to the point where project was ten times larger than the area of the historical building, we decided to concentrate on the initial plan to erase the boundaries between the old and the new rather than underlining it. As a result, we could have ended up with a brick building attached to an ultra modern structure- it would just look awkward.
The city’s space in which the Old Brewery is composed is not homogenous, and the concept of utilizing area of over 100 000 sq. m. was a stylistic challenge for the architects. The monumental construction of the building underlines the contact with the past through contrast. It is not a corny architecture; it is dominated by modern style, concentrating on the whole structure rather than on details which seem to be present but not overwhelming and it is rather part of the construction. Philip Starc, the inventor of the popular lemon squeezer called Juicy Salif who designed the characteristic building of the Asahi brewery in Tokyo claims that the integral elements of designs of the new millennium, at a time when consumption has surpassed common sense and moderation, should be focusing on morality, honesty, and objectivism.
Przemyslaw Borkowicz – I cannot define this architecture in any way. Since it was developed rather spontaneously not according to any particular plan. The current trends in architecture impose certain rules- everything must be described and be in its right place according to the plan- little bit of minimalism here a hint of tradition there and hi tech over there. This building cannot be defined and does not fall into any concrete category, therefore it is very difficult to describe.
The design of the building can be classified as neo-modern and minimalist. From the very beginning, it was called the Old Brewery, if we had taken the same design approach as to the new airport or the exhibition halls of the International Poznan Fair, the name would not match the design. It would have been a giant glass and aluminum building with an attached brick structure to it – and all of it would bare the name The Old Brewery: – We would have ended up with a caricature, and that is exactly what we wanted to avoid.
What were the relations between the investor and the architects like?
Dominika Kulczyk-Lubomirska: – It was a full symbiosis, which later turned into friendship, until today. The Old Brewery is a result of hard work of very talented people, adventurous visions of the architects, although we must not forget the involvement and attention to details by the investors. Everyday the investor checked the details, discussed problems, addressed his ideas, his soul and body was completely involved throughout the entire construction project. The architects were not merely bound to their own visions. The investor had always discussed and evaluated architects ideas. All small and major decisions such as what fixtures would be used in the washrooms or the kind of glass, steel or rock would be put on the floor. Everything was a mutual decision.
Who is the investor?
Dominika Kulczyk – Lubomirska: – Fortis foundation is the investor, whose sole owner is the chairman Grazyna Kulczyk, my mother. Kulczyk Foundation, founded by Grazyna Kulczyk and Jan Kulczyk, is a nonprofit public foundation in the area of art. The foundation promotes modern art, exhibitions, music, art, performances, films, (there are five different programs available) as well as art education for children. All of these subjects related to modern art are “serviced” by the foundation concerning the general organization and planning. It is supposed to be modern art, which is also provocative, alternative, daring, but at all times maintaining high level. A council of professors and artists keeps a watchful eye over the quality. Every proposal must pass a content-related exam in order to be accepted, it is all managed by the Kulczyk Foundation.
You can find more information about the upcoming events on the Kulczyk Foundation’s website
www.kulczykfoundation.pl
Recently a new construction stage has begun, which will be completed in 2007. In fall of 2006, a six-floor building will have been finished, three floors will be underground and a parking. Red brick will still be the main theme plus the aluminum and gray elements. From the side of the park the architects designed an unusual corrugated elevation made from copper sheets. The new wing will have shopping, office, and apartment space. The glass roof will be supported by a steel construction. The courtyard – will be equipped with movable walls, which will open it up to access way to the park, in winter it will be closed and heated, it will be possible to use it all year round regardless of the weather conditions. The renovation of the J.H. Dabrowski Park will begin after the construction works are complete. The second stage of the construction will not be the last. We plan to build a sculpture gallery, amphitheatre, and a hotel in the old buildings of the Brewery’s administration offices. Who knows perhaps there will also be an ice rink? Until the current stage of the project, we are not certain whether we will reconstruct a 19th century manor, which was pulled down during the 70′s. After development works city center will gain extra 130 000 sq. m. of area. The city will earn an extra 1 million Polish zlotys ($ 320 000) from property taxes and about 140 million zlotys ($44 million) worth of VAT tax.
International Council of Shopping Centers – since 1977 the council awards the best shopping centers and it is world’s most prestigious award of such kind. Old Brewery has received the award. Why did it actually receive the award?
Dominika Kulczyk – Lubomirska:- We were judged based on two categories: First category was related to the reconstructed part, realized after a few years, modernized, the second concerned newly constructed buildings. In the past, it used to be a building, not a shopping center. It is the most prestigious prize possible awarded for many aspects, in our case for architecture (worth over half of the points). It was appreciated that the building had an adventurous design, it perfectly matches the surrounding area, it will be useful to the society, and to the architecture to which it was adopted. The complexity of the executed works was also taken under consideration. Most importantly because we have rejuvenated an old building, which in the past used to really exist. Second category of evaluation was the business aspect: management, functioning, marketing, PR, and business plan, in other words all the aspects connected to the overall activity of the shopping center, even the financial side of the project. Therefore, the award is more valuable to us – since it virtually covers every part of the activity. Additionally the evaluation was very strict, scrupulously analyzed every details in the documentation.
Dr Justyna Ryczek from the Academy of Fine Arts explains: – The Old Brewery has become an important landmark of the city. It is positively distinguished from other buildings and its shape defines modern architecture. Attention to detail is clearly visible, every part has been carefully designed, so there are no accidental solutions. Great care has also been put into the surrounding area especially Polwiejska street which has been going through a positive metamorphosis.
The Brewery is not a landmark only due to of its architecture. I am especially glad for its cultural activity such as spectacles, concerts, and most importantly modern art. Films are also shown here, for example, recently our guest was the British vanguard from the 60′s. Most importantly however, The Old Brewery offers great exhibition space with attractive interiors, where many of the original elements were kept. The programs offer presentations of accredited Polish artists as well as exhibitions of young artists. Already on a few occasions the Brewery has hosted exhibitions of the different departments of the Academy of Fine Arts in Poznan, and very popular Art Fairs.
Dr Marek Krajewski, sociologist at the University of Adam Mickiewicz:
-In my opinion, The Old Brewery has two basic properties: on one hand, it shows the occurring changes in the designs of shopping centers, and on the other how they can be used even though they were unplanned. Commercial buildings and their new design begin to resemble works of art, and in turn remind us that shopping is like visiting an art gallery or museum. Consequently, the reason why we visit such places is not hedonism; we go there because the building itself is a work of art. The pleasure of shopping is therefore multiplied, since we can let go of the guilt that we are wasting our time and spend our money foolishly.
The Old Brewery is also interesting because it has become a sort of cultural center for the youth from the nearby poor neighborhoods. Young people do not come here to shop, since most of the shops are unaffordable to them, but to spend their free time, to meet their friends, observe the behaviors of the customers and to banter with the security. The Old Brewery offers a piece of an inaccessible better world, it gives them shelter and different attractions, so it is a public place as parks and courtyards used to be in the past. The only problem is that this better world to which they are attracted is at the same time a temple of consumption, it encourages people to worship shopping, and defines the unlimited desire to have more as the fundamental goal in life.
We invite you to Poznan.
The history of the Old Brewery:
Year 1876.
The Huggers brothers insure two houses and an office building (place of the Old Brewery)
Approximately year 1890
The Hugger Brewery is build: the boiler room, and the dry room with the characteristic chimney.
1895-1921
The Hugger Brewery is transformed into a stock company. Period of prosperity of the company. The office building and the new shop around the courtyard is build (1905) and a new chimney. In 1918, the brewery produced nearly 1.92 million gallons of “Crystal” beer (light pilsner beer) and “Special” draft beer.
Approximately 1926
Dr. Roman Maya Chemical Concern takes over the Brewery.
1937
The Union Brewery of Restaurant Owners takes over the Brewery- Company consisting of 82 shareholders.
II World War
In September 1939, the Germans take over the Brewery. Until 1944, beer was produced. By the end of 1944, the Germans create bunkers and bomb shelters in the cellars of the Brewery. The Brewery suffers substantial damage during battles for Poznan.
Period after the II World War.
National Breweries take over the Brewery. In 1980, the Brewery closes down. The buildings deteriorate.
Until 1997
The Brewery functions as a mineral water manufacturer.
December 1998
The Fortis Company Ltd. Owned by Grazyna Kulczyk purchases the property of the Brewery from the Lech Brewery. After acquiring neighboring grounds owned by the Army and private entities, Fortis begins works on the project called “Old Brewery- Business and Art Center. Delivery date planned until the end of 2003.
November 2003
The opening of the commercial part “Old Brewery Shop”
May 2004
Opening of the Art Courtyard – exhibition of the works by the world famous Italian designer and architect Alessandro Mendini, designer of famous works such as the Groninger Museum in Holland or Paradise Tower in Hiroshima, recognized as the master of design. His designs of furniture and watches for Swatch and the Alessi bottle openers are famous all over the world. Years ago, Mendini and his brother founded in Milan “Atelier”; he invites architects and designers from all over the world to visit and design together. Before he left, Mendini spend 21 000 euro (expensive alcohol, cigarettes and stockings) in the Old Brewery.
The exhibition took place in the Gallery of the Brewery, organized in cooperation with the National Museum in Poznan.
PLUS Journal / April 2006
