CONTRACT MAGAZINE
November 1,2009

Viva Milwaukee

By Amy Milshtein, Photography by Nicole D. Zenoni

The King may have left the building, but a bit of his legacy lives on in the heartland with Charro Restaurante. Set in the exciting, nightspot-heavy East Milwaukee area, the restaurant takes its design cue from the black and white Elvis movie by the same name. With Charro, slick+design sanctifies the ordinary Mexican restaurant experience while continuing to create extraordinary nightspots in town.

Much like sibling rivalry in a big family, Charro competes with other cool spots on the same street—run by the same owner, TWG Management, and designed by the same firm. "All of the projects on the street are unique, each with its own special eye candy," boasts Rocco Laudizio, principal at slick+design and the proud father of six other establishments. All of the interiors use bold color to create instant and distinct ambiance, and Charro is no exception.

Before deciding on a color palette though, Laudizio had to contend with the interior's long and narrow shape. Also, he sought to generate excitement by creating an interior that looked, like a carnival. He says, "I wanted patrons to see something different every time they turned their head." In that vein he took inspiration from Elvis Presley—a favorite of his and one of the owners, Thomas Wackman. "Growing up in the '70s, Elvis was really big," says Wackman. "Plus, he was the first person I ever saw in concert."

Not wanting to create a "Planet Hollywood" vibe, Laudizio took a crumb from an Elvis movie, lyrics from the songs, and went from there. "I started with just one word," he says. "Then one word grew into one wall and one wall into the whole space." An LED lighting system illuminates the glossy white letters set against matte black. To add even more interest, the lyrics appear in Spanish in the downstairs lounge.

The writing on the wall is only one of the intriguing aspects of this design scheme. MDF walls covered in high-gloss, red automotive finish paint glow seductively throughout the top floor. To pay homage to Mexican and Spanish culture, Laudizio laser cut and back lit crosses into these walls. "Religion and spirituality are important parts of everyday life there," he says. "Plus the cross is an interesting shape."

The first floor bar features red mosaic glass tiles and translucent acrylic. Red neon creates a seductive, enticing glow. Sleek, medieval-like chairs add weight to the space. The seating is upholstered in two shades of vinyl. The top floor feels decadent with black chairs, while the basement lightens up with white.

Mexican churches informed the lighting choices in the back dining area. Here Gothic lanterns lamped with red bulbs complement the ornate silver and black wallpaper. A communal table features a custom metal candle system where glowing red candles add an intimate focus.

Downstairs was originally to be used as private dining. Here, white chairs and orange neon show a slightly different feel. "The place has become so popular that the basement is being used as additional seating now," says Laudizio. "After 11 p.m. the vibe changes, and both floors become a bar."

What patrons don't know is the technical challenges that went into creating the spaces. "The crosses and the lighting were quite challenging to execute," remembers Wackman. "But Laudizio and I have done so many projects together that we've got it down to a science now."

"Executing the shaped walls and placing the lighting just so was difficult," agrees Laudizio. "But it was exciting to pull off our vision." It's also exciting for the people of Milwaukee who on any given night hop from establishment to establishment, never knowing that they are owned by the same people.

What they might notice, however, is the high level of design that went into each interior. "What our places all have in common, aside from great food and service, is edgy design and a quality craftsmanship," says Wackman. "And that's something that will keep a restaurant going strong for years."

who

Project name: Charro Restaurante. Architect, engineer: Special Projects. Interior designer, lighting designer, graphics/logo designer: Slick+Design USA; Rocco Laudizio, principal; Amanda Bartucci, project manager. General contractor: ADK Design. Graphic Installation: CGS Premier. Photographer: Nicole D. Zenoni

what

Dining chair/barstools: Bachman Furniture. Banquette Seating: Holzbauer & Sons. Upholstery: Concertex. Custom wall panels, barnwood supplier, millwork, table tops: ADK Design. Drapery Fabric: Fabricut. Acrylic: Plastic Services. LED lighting: Plastic Services and Crescent Electric. Neon lighting: Targin Signs. Flooring: Sunrise Flooring Mosaic: 21st Century Tile. Glass: Glassworks. Table bases: S Table Bases. Wallcovering: Astek Wall covering
Chandelier: Bowling United Ind. Acrylic: Plastic Services. Flooring: Sunrise Flooring

where

Location: Milwaukee Wisc. Owner: Thomas Wackman, Omar Shailkh, and Mike Polaski. Total square footage: 5,600.

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