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A Modern Industrial Brewery

Titletown’s cornerstone restaurant and brewery inspired by area’s industrial heritage

Photo: Rafael Gamo

Opened in April 2017, the new Hinterland Restaurant and Brewery is the cornerstone of the new 45-acre Green Bay Titletown District, adjacent to Lambeau Field in Green Bay, Wis. Designed by Detroit-based ROSSETTI, the 20,000-square-foot restaurant and brewery is inspired by the industrial architecture of the Great Lakes region. Featuring farm-to-table culinary experiences with gameday specialties, the new location features a brewery, taproom, restaurant, two private dining rooms and a heated, outdoor beer garden.

Working alongside Hinterland owners, Bill and Michelle Tressler, Jon Disbrow, AIA, NCARB, principal, director of architecture at ROSSETTI, says they were trying to do something that was really iconic so that it became a symbol of the Hinterland brand. “We were also trying to do something that harkened back to the industrial heritage of the region, but in a way that was modern,” he explains. “We wanted to do a building that was honest and simple, and that paid homage to the industrial history of the region.”

To do that, the project uses a simple palette of materials—steel, brick and glass—all detailed to express the craftsmanship of its construction. “One of the major inspirations for the building was the craft and the care that Bill and his team take in making both the beer and the food,” Disbrow says. “What we wanted to do was use a simple palette of materials, but highlight the craft of how the building was constructed.”

Photo: Rafael Gamo

The brewing tanks, which produce 20,000 bottles annually, are located on the Lombardi Avenue side of the building, along with the silo and the company’s familiar black and yellow logo. The steel, brick and glass act as a stand in for the hops, malt and water. “Those are fundamental ingredients needed to make beer,” Disbrow says. “We thought about the fundamental building materials that could be incorporated to parallel what Hinterland does. It was a conscious decision from the beginning to have a simple palette of materials, and to express the craftsmanship of those materials, especially the steel.”

The exterior is a combination of structural steel framing, glazing, brick and Corten steel panels from Western States Metal Roofing, Phoenix. Western States Metal Roofing also supplied the metal roof panels, which are meant to look like Corten steel. A 4,100-pound perforated steel logo is a main design feature. “We wanted to keep the material palette really simple and really honest,” Disbrow notes. “So where it’s not brick or glass on the exterior, it’s Corten steel.”

Inside, the building features a lot of steel detailing including exposed beams, stairs and railings, and the host stand. The general contractor, Schuh Construction Inc., Seymour, Wis., is also a steel fabricator, which allowed the design team to have some fun with the steel detailing. For instance, Disbrow says the host stands and other secondary elements are integrated into columns, while the exposed steel structure gives the feeling of being in an old warehouse.

Also developed by ROSSETTI, Titletown is a new community development that offers community members and visitors alike the chance to play, stay, eat, relax and enjoy, no matter the season. A large public park with outdoor games, fitness activities and a winter skating rink and tubing hill make up the heart of Titletown’s action. The development also includes the four-diamond hotel Lodge Kohler, Bellin Health Titletown Sports Medicine and Orthopedics Clinic, and more.

The Hinterland Restaurant and Brewery won the 2018 AIA Michigan Design Award for the Steel Award Category. The judges commented that the striking use of metal, inside and out, illustrates the many imaginative ways steel can be used, and creates a fabulous environment and a strong exterior statement.