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Analysis of Shakespeare and Co. Restaurant

There are many different design elements that essentially can be used to portray
symbolic meaning and implications that can be interpreted in a buildings structure and dcor.
Many of these various types of details are engrained in many of the business establishments that
consumers visit all around the world. Both interior and external dcor of restaurants can aide in
establishing a tone or even portray a time period that the restaurant is attempting to portray to the
customer in the form of an underlying message that can either be subtle or obvious depending on
how well the customer picks up on these visual and stylistic clues. The franchise restaurant
named Shakespeare and Co. is a unique business entity that takes pride on their unique business
presentation. Emily, a Shakespeare and Co. waitress seen in Figure 2, says the company has
many different sites throughout the world, however there are only two stores located in the
United States, both of which are in Lexington, Kentucky. The concept of this establishment is old
in theme and has been designed around the Victorian Era essentially capturing 18th century
Europe where the time period was centered on elegance and luxury, which this restaurant has
been able to capture and emit in all locations in unique ways. It doesnt matter if a customer
visited a location in Dubai or walked into a location in Kentucky the theme would remain the
same even though no location is identical to another. All of the furniture and dcor is customer
made by a Shakespeare and Co. warehouse. Specifically the purpose of this interpretative
analysis is to understand the messages that are portrayed to the customers through design
element that visit the beautifully crafted restaurant in Lexington called Shakespeare and Co.
which has captured a striking time in the worlds history and also created an intimate fine dining
experience for the customer.

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Furthermore, the design and layout of Shakespeare and Co. is truly remarkable as it
transform the fine dining experience and imitates the beauty and old-concept of 18th century
Europe. Some of the uniqueness of the design of the restaurant is accentuated with the use of
shapes in a meaningful context that convey an endless variety of characteristics that each
communicates different types of messages to the patron. The various types of lines that comprise
shapes have the power to express different meanings that remain an important building design
element that aides in visual thinking that is present in designs. As seen in Figure 1 the bar area is
a typical long rectangular shape and the chairs are square in shape. What is so unique and
interesting about Shakespeare and Co. is the wide utilization of shapes that are open and closed,
angular and round, and big or small. In Figure 1 there is also two round circular tables that are
used for seating slightly in front of the bar. The shape of circular tables represent the design
aesthetic of free movement and they bring a warm and comforting feel to the room; increasing
the sense of sensuality and love (Bradley). The use of Shakespeare and Co.s incorporation of the
circular dining tables accomplishes their vision, which is to create an environment that is
reminiscent of ones home where patrons can feel safety and also improve the connections
between friends and family while at this establishment. The use of the circular dining table is
also different from most typical establishments where restaurants typically use either square or
rectangular tables for diners to sit in. The shape of the circle that is complete in shape suggests
the unity and harmony which complements Shakespeare and Co.s design concept by achieving a
more intimate dining experience for the customer. Also present in Figure 1 is the square and
rectangular shaped chairs, which have deeper meanings of peacefulness, familiarity, and stability
(Bradley). Another interesting shape present is the intricate use of spirals on the chandeliers and
also embedded in the chairs and the wall of the bar. The use of spirals portrays the creativity of

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the design in the room also has a greater meaning of transformation of a cycle of time. For this
particular restaurant the use of spirals transforms the environment into the Victorian Era.
As seen in Figure 2, there is also heavy use of a wide array of shapes that are utilized to
symbolize the design concept of the restaurant. In the second figure there is great use of large
archways on the outer part of the walls that contribute to the created feeling of depth and
movement that is achieved by the way the human eye can trace these design elements.
Stylistically present is the integration of different shapes included in one chair, arch way, or wall
art which all are majorly curved in formation which represents a context of community and
connection (The Meaning). From a argumentative standpoint, Shakespeare and Co. is able to
incorporate the use of squares and rectangles in the design of the restaurant, however there is
nothing boring or rational about its use. Typically squares and rectangles are thought of as boring
or practical, but this restaurant has completely changed the use of these shapes by incorporating
other dynamic elements of other shapes that add volume and depth that is included in every piece
of handmade crafted furniture. The furniture that is on display in Figure 2 consist of a mixture of
wooden chairs, sofas, and sofa chairs that are all precisely put into their perspective places in
order to accentuate the de rigueur lifestyle accessory (Edgar). Present in both Figure 1 and 2 is
the extraordinary use of a wide array of stylistic design elements that complete the restaurants
concept of creating an environment that is specifically centered around exquisite attention to
detail that capitalizes the de rigueur luxury quality that was common in the Victorian Era. The
evolution of the sofa has been traced as early as 17th century and even the use for this restaurant
conveys the comfort of ones own home which is accurate as the sofa is historically known for
the comfort it brings. Overall Shakespeare and Co. is able to use the union of an array of colors,

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fabrics, shapes, and textures to construct an environment of comfort and stimulate great
conversation.
Moreover, in Figure 3 there are two large keys depicted on the surface of the bar lower
wall portion and both are positioned on top of each other facing opposite of each other. Keys
have many reasons of use and represent the symbol of both opening and closing. The idea of
keys can be traced back to many life encounters in a wide variety of ways. These items mean the
difference between life and death and they have the power to provide people with security by
being able to lock household doors and create a safe environment in peoples homes (Historical
Locks). In daily action of the typical life when individuals are away from home there are always
keys present either for a vehicle, home, hotel, personal belongings, etc. Keys are also used to
again incite the feeling of comfort, which would be familiar as if one was in the comforts of their
own home. Shakespeare and Co. positions these keys to instill the feelings of comfort, security,
and familiarity amongst the dining room. There are also much more symbolism that is
represented by the key such as knowledge and success, or freedom and liberation; the key in
Figure 3 conveys the symbolism of love as the shape of a heart is present on the handle portion
of the key. In order to capture European culture the key might be positioned around the
restaurant because it represents the superstition that was commonplace in Europe where a key
brought good dreams to the owner; it also had power to prevent bad dreams (Key Symbolism).
The utilization of the keys incorporates the importance and value that these items bring to
everyday living. Without keys how would one get around, enter their home, or unlock their safe;
these keys provide symbols of security, success, power, and love. Demonstrated by the visuals of
Figure 3 the dcor remains similar to Figures 1 and 2 all of which are comprised of a large mass
of shapes, colors, and textures that are carefully placed to replicate the feelings of luxury and

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elegance that was present in the bygone era of the 18th century Europe. The restaurant
Shakespeare and Co. heavily details the prominent features and characteristics that were present
in Victorian values that is utilized to create an environment that is designed aesthetically by this
old-concept and European vision.
In conclusion, the many various forms of shapes, colors, design, and furniture elements
contribute to the understanding of the underlying messages that are present in the fine dining
rooms of Shakespeare and Co. located in Lexington, Kentucky that captures an era in time which
takes the customer into the Victorian Era while also remaining somewhat familiar and
comfortable. Each of the design elements tell a deeper story that has aided in crafting a beautiful
experience for the customer full of intimacy and structure that may not be apparent to all
customers. The entire concept of this restaurant was designed around the luxury that was
indicative of the old European culture when Queen Victoria was ruler of Britain. The era was
experiencing the birth of the agricultural revolution catching wind and the demand for luxury
items and foods was increasing with these new technologies. The societal mix that was present in
Queen Victorias rule was expecting a great time of social change and this time was popular
because of the changes that were occurring. Contrary to the elegant and luxury that Shakespeare
and Co. captures in its restaurants there was a mass amount of disease and poverty in 18th century
Europe, however with that being said the concept of the restaurant is so successful because it
embraces the pop culture that is based on ideas of how luxurious and elegant this era was.
Shakespeare and Co. captures the essence of being Shakespearean by incorporating the romance
of design elements and also combining these efforts with the familiarity and comfort of a
household vibe.

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Figure 1. View of the Bar

Figure 2. Restaurant Overview

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Figure 3. Key Symbol

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Works Cited:
Bradley, Steven. The Meaning of Shapes: Developing Visual Grammar. Vanseo Design. 5
Apr. 2010. Web. 17 Jul. 2016. <http://vanseodesign.com/web-design/visual-grammarshapes/>.
Historical Locks. Historical Locks. N.d. Web. 17 Jul. 2016. <http://www.historicallocks.com/
en/site/h/keys/>.
Key Symbolism. Good Luck Symbols. N.d. Web. 17 Jul. 2016. <http://goodlucksymbols.com/
key-symbolism/>.
Ray, Edgar. The symbolic significance of the sofa. The Sydney Morning Herald. 31 Oct. 2014.
Web. 17 Jul. 2016. <http://www.smh.com.au/entertainment/the-symbolic-significance-ofthe-sofa-20141027-11cfy6.html>.
The Meaning of Shapes in Design. White River Design. 21 Oct. 2014. Web. 17 Jul. 2016.
<http://www.whiteriverdesign.com/meaning-shapes-design/>.