South Fifth
LOUISVILLE KENTUCKY STAY AND PLAY DESTINATION
Client
NC Partners
Services
Branding
Environmental Design
Experiential Design
01
Overview
Rebuilding Bourbon Country
In an effort to rebuild the historic downtowns of The United States. Newstream Capital Partners and their group of investors bought the Kentucky Home Life Building in downtown Louisville Kentucky. Taking advantage of government grants for redeveloping national heritage sites, NCP brought on the CAMPO Architects and Spark Collective to create the premiere stay and play destination in Louisville Kentucky.
Originally a mixed office building of 20+ floors including a bank with 2 working vaults, the Kentucky Home Life Building will house over 18+ brands when this veritable cruise ship is said and done. Working with Spark Collective Newstream has been creating the brands and environmental designs to bring this ambitious project to light. Currently in the discovery process you are seeing work that is in development. Special Note that all Architectural renderings and rights reserved remain with CAMPO.
Main Building
02
Make a Pretty
Wrapper
There is a lot to consider when creating the wrapper for 18+ brands. In alignment with Spark Cooperative Newstream spearheaded the initiative to not only rebrand the Kentucky Home Life Building, but also give it a new name. Considering the buildings location on South 5th street and Jefferson we have given the building a more transparent name that will guide Louisville faithful to this shining beacon in bourbon country. And to add another layer, by using the name South Fifth, we give respect to not only the physical location, but also the region in which it resides.
The logo mark itself is still in the works as the project is ramping up for the 2nd stage of development. Taking inspiration from high fashion has been the guiding principle for the property as their specific target market of Kentucky Derby dwellers will flock to it’s many stay and play destinations inside it’s historical walls.
3 Meal Restaurant
03
Quintessential
Restaurant
The Kentucky Home Life Building will house over 5 eating establishments when it is all said and done. From basement bars to rooftop retreats and everything in between, South Fifth will have a variety of culinary selections for all to enjoy. Perhaps the staple of these diet’s is the quintessential 3-Meal dining concept that will serve up all things Louisville. As many of the other dining options activate in the evening, the 3-Meal concept will cater to breakfast, lunch, and dinner.
With the intention to be the premiere Louisville eatery Newstream and Spark Cooperative selected the name Lou’s to put an emphasis on the cuisine one can expect to find. Dining at Lou’s will feel as elegant as eating at tavern on the green while remaining as comforting and familiar as dining with your favorite auntie Lou.
Sub-Level
04
Louisville
Subculture Station
In the land of Bourbon Country you would be hard to miss the once ‘secretive’ speakeasies. Today these hidden gems go out of their way to provide an exclusive inclusive experience. Kentucky Home Life Building will be no exception to the speakeasy scene, however there will be more than just the common speakeasy for South Fifth guests to enjoy.
The main basement will house 3 brands, a speakeasy, a secret speakeasy, and an intimate entertainment supper club. To house all these attractions Spark Cooperative and Newstream has selected the name Underground at South Fifth. Guests of the Underground will enjoy the space day and night as the bank vaults and intimate spaces will showcase the best of Louisville entertainment.
Bank Vault
05
Vaulted
Speakeasy
Creating the crown jewel of speakeasies in Kentucky would not feel right without a little showmanship. Embracing the space and symbolism of safes and vaults in the under ground level, Spark Cooperative and Newstream have elected to name this cryptic watering hole after the very Vaults you will be dining in.
The name speakeasy has many layers of meaning, taking the cryptic approach of hiding ones message Newstream is embracing the ‘ALTernative’ approach while developing the branding DNA of these VALTED spaces. From Environmental installations to the very ordering from the menu, dining in tis speakeasy will be the highlight of your evening.
