Association of Retail Environments - Flooring Award

Association of Retail Environments - Hardline Specialty Store, Silver Award

Association of Retail Environments - Sustainability Award

Level Design Group

Communications Design Associates

Paz & Associates

Northstar Project and Real Estate Services

Don Penn Consulting Engineer

New England Construction

Orion RED

Triad Manufacturing, Inc.

Mystic Millwork

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Greg Heffley, his best friend Rowley, Mom and Dad, "Roderick Rules," and the "Cheese Touch." With his widely acclaimed "Diary of a Wimpy Kid" series, author and cartoonist Jeff Kinney created a kind-hearted and empathic lens through which hundreds of thousands of people could warmly view their own childhood. 
Through a partnership with Bergmeyer, the Kinneys' dream of reestablishing Plainville's social and commercial hub became a reality in the building known as 111 South Street. Inspired by historic American general stores, colonial-era New England wharf buildings, and Falk's Market itself, the building is anchored by an independent bookstore named An Unlikely Story.
The store is designed to evoke wonder from children and adults alike, with a field of enchanted flying books leading to replicas of Harry Potter's flying brooms chasing the Golden Snitch. The children's corner – complete with colorful kid-sized stools and tables – is a place for the younger set to learn, play, and enjoy storytime. And adults can curl up in cozy leather chairs to peruse their intended purchases.
111 South Street is much more than a bookstore – it's also a meeting spot and gathering place for the community. A wide front porch – a nod to the one previously at Falk's Market – is a place to meet neighbors or watch a local holiday parade. And a café brings friends together over food and drinks while listening to local live music.
The building's second floor features a large, open-function space designed to accommodate events ranging from book signings to community meetings to yoga classes, and offices for Jeff's staff. The third floor is where the magic happens – where Jeff brings Greg and his friends to life.
The playful and tech-enriched design illustrates Jeff's beloved characters and colorful world. With an almost dream state feel, features such as color-changing LED clouds, a drum set hanging from the ceiling, and booths designed as airplane cabins with screens that serve as "windows" excite the imagination. Custom-designed shelving stocks copies of the Wimpy Kid series in multiple languages, murals depict characters from the stories, and the back-end of the van from Rodrick Heffley's band, Löded Diper, displays a large viewing screen.
Where possible, items saved from Falk's Market were incorporated into the design of the building. The Market's front doors have been repurposed into furniture for the offices; wooden crates found in the basement now serve as display cases in the bookstore; and a raggedy old pink stuffed elephant that sat in the window of the abandoned building was transformed by Jeff into the logo for An Unlikely Story.
While the Kinneys wanted 111 South Street to evoke Plainville's past, they also wanted it to be as sustainable, high-performing, and technologically advanced as possible. The building is designed to be 45% more energy-efficient than a similar building and is equipped with a small rooftop solar array and an electric vehicle charging station. The flooring was reclaimed from an old Nutty Buddy factory in Dorchester, MA, and ceilings were brought in from a demolished Kentucky tobacco factory. Furniture was made from wood salvaged from the 2004 Indonesian tsunami and repurposed slugs from a letterpress. "Everything," Kinney gleefully says, "has a story to tell."

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Brown Bookstore at Brown University

Roberto Farren Photography

Warren Jagger Photography

Bassett

We are a Design Collaborative

Work

111 South Street / An Unlikely Story

Breadcrumbs

We are a Design Collaborative of architects, strategists, brand specialists, interior and graphic designers. Inspired through partnership, thoughtfully creative, inherently curious and driven to fulfil our clients' needs.

Bergmeyer

Everything has a story no matter how unlikely it may be.

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