MONETARY MONOLITH: Krog Street Market

I’ve lived in the Metro Atlanta area for nearly 9 years, but it wasn’t until the fall semester of 2016 that I actually moved downtown. I was excited to see all of the sights that the city has to offer, and one of those was Krog Street Market. The market has quickly become one of my favorite places to get gourmet foods, people watch, and spend time with friends! When I went to take notes for my built environment description, I brought some close friends along to enjoy the space with me.`

After my detailed site description notes on Krog Street Market were taken, I decided to sit back and really absorb everything that was occurring around me. My friends and I are naturally cynical people, and we tend to enjoy gentle mockery of those who appear to have everything together. As we continued our conversations, I began to recognize a pattern in the people surrounding us.

While the people in the area were of many different races, ages, heights, and weights, they all had a defining characteristic: nearly everyone appeared to be a part of the middle or upper-middle class. While this observation is entirely subjective, I believe that it is almost entirely true.

Individuals and groups walking past our table were wearing name brand or high end clothing which appeared to be relatively new. Young children were being pushed in high end, retail expensive strollers that also appeared relatively new. Most customers at the different restaurants and shops within the building paid with cards, something that is generally more difficult for a lower class person or family to obtain.

My belief that the space was populated by mostly middle or upper-middle class citizens was solidified when I ran into one of the alumni of my fraternity. This brother* is a white man in his mid-thirties, who is a college graduate in grad school, happily married, and has a steady job. When I asked him how he felt about Krog Street Market, he replied that he loves the environment, and that he and his husband come to the area every weekend.

Observation of the many restaurants and shops within the market showed that the price levels of each venue were at an above average level. For instance, a gourmet chocolate shop housed in Krog Street Market charges $9 for each of its chocolate bars. Other shops and restaurants charge similarly high amounts for their products. This further strengthened my theory that the market caters to those of higher monetary standing, as someone with less spending money would not be likely to spend such a high amount of money ‘every weekend.’

All in all, while Krog Street Market is a beautiful place to eat and enjoy the company of others, it is not a space meant for everyone. The clientele is expected to have a certain amount of disposable income, and those without this much spending money generally do not spend as much time there as their wealthier counterparts.

 

*Upon meeting this alumnus, I asked his permission to quote his answers to questions I asked him about the space. He agreed, and further agreed to allow me to post these quotes on my blog.

WOODEN WALLS: Krog Street Market

Krog Street Market is a self-described ‘epicurean center’ (“History of Krog”) which houses an amalgam of different types of restaurants. It is located at 99 Krog Street in Atlanta, and since its opening in November of 2014 has grown to the point where it is listed as one of America’s best new restaurants of 2015 (“Bon Appetit | America’s Best New Restaurants 2015”).

On January 29, 2017, I went to Krog Street Market around 5:00 PM, one of its busiest times of day. Once there, I took notes on everything in my surroundings, and have since narrowed my observations to the colors and materials contained within the main dining area, as the full establishment is comprised of numerous restaurants, each with their own separate visual style.

Upon reaching the building, one of the first sights is the entrance way, which can be seen from both inside and outside of the establishment. The entrance is created by transparent,

Pictured here is the outside view of the entrance to Krog Street Market (Krog Street Market)

clear glass doors framed in rust red metal. Once through the doors, one enters a large, open seating area. One of the walls of this area is made of rectangular strips of at least four distinct colors of natural wood placed in a geometric pattern. On this wall is a finished tan wooden bar with tall metal chairs that had finished wooden seats and backs that appeared almost golden. The remaining walls are made in three sections: silver corrugated sheet metal from the ceiling down to the next section, flat grey brushed metal from there down to the next, and evenly lined brown wood from there to the concrete floor.

Spaced around the floor of the room are long tables with attached benches, both made of the same type of wood as the bar and the tall chairs. High above, grey metal pipes and bars cross around the ceiling,

Pictured here is the geometric wooden wall, as well as the wooden tables and benches (How Atlanta’s Krog Street Market Became An Immediate Success) 

with circular clear plastic light fixtures spaced about intermittently. Hanging from the pipes and bars were two types of fake snowflakes made of white plastic; one type appeared to be made of plastic tubes covered in a sparkly material, and the other type was flat and covered in the same sparkling material.

Trash cans are placed at intervals around the room in pairs. These two are identical in shape and composition, but there are marked differences. The one on the left of each pair has a black lid and has a label around the center that states “TRASH,” while the one on the right has a bright blue lid and has a label around the center that states “RECYCLING.”

Near the center of the room is a tall table with a wooden top which holds up a rectangular machine and stacks of translucent disposable plastic cups. Upon closer inspection, one can see that the machine is a water dispenser with spigots labeled “Water,” “Sparkling  Water,” and “Cold Water.”

With all of these observations able to be ascertained from an analysis of only the main eating space, it is easy to see that a full observation of the entire establishment would yield far more extensive results.

 

Bibliography: Bon Appetit | America’s Best New Restaurants 2015. (2015). Retrieved February 10, 2017, from http://www.krogstreetmarket.com/bon-appetit-americas-best-new-restaurants-2015/

HISTORY OF KROG. (2015). Retrieved February 10, 2017, from http://www.krogstreetmarket.com/about-ksm/history-of-krog/

Krog Street Market (Atlanta, GA): Top Tips Before You Go – TripAdvisor. (2015). Retrieved February 10, 2017, from https://www.tripadvisor.com/Attraction_Review-g60898-d7383123-Reviews-Krog_Street_Market-Atlanta_Georgia.html#photos;geo=60898&detail=7383123

Park, M. Y. (2015, October 13). How Atlanta’s Krog Street Market Became an Immediate Success. Retrieved February 10, 2017, from http://www.bonappetit.com/people/out-of-the-kitchen/article/krog-street-market-atlanta