They broke ground today on the southern fringe of St. Helena for what is likely to become one of the valley’s landmark drawing cards – a winery designed by the world’s leading architect, Frank Gehry.
The sign out front – today. Who knows if the font will change in the future... perhaps to something more dramatic, echoing the architectural originality of what Frank Gehry is doing to the winery’s roofline?
The ground-breaking ceremony, at Hall Winery this afternoon, follows four years of extensive planning, community input and design consultation and precedes a period of just about as many years, the time that it will take to build the multi-structured winery.
“Build” is a bit of a misnomer, because part of the project, financed by winery owners Craig and Kathryn Hall, aims to uncover a small winery building called Peterson-Bergfeld, that was built in 1885 and then covered up by a larger winery facility in 1910. People driving by the property today, and I am one them, never, ever have an inkling that inside the large warehouse building is a smaller, older winery building dreaming to see daylight again. Like a genie from a bottle.
“We’re doing the inverse of what the French did at the Louvre,” says winery owner Craig Hall. “They hired I.M. Pei to flank an old building with a new structure (the glass pyramid). We’re doing just the opposite; we’re going to flank Frank’s contemporary, undulating structure, our new Hospitality Center, with the historic, 122-year-old, Peterson-Bergfeld building. It will be a central feature of our new winery.”
Oh that it were that simple.
The Project
In reality, according to winery president Mike Reynolds, the Hall Winery Project will take up to four years to complete and will have three distinct stages. The intent is to allow the Halls to continue to make wine in their existing facility and operate their tasting room while building a new winery all around – and over – themselves.
The centerpiece of the completed winery will be the Gehry-inspired Hospitality Center where all future tours will end. Over this tasting room will be a dramatic, undulating roof similar (in originality, flow and movement) to the world famous structure that Gehry designed for the Guggenheim in Bilbao, Spain. The winery roof is being called “a wooden cloud,” “an homage to the trellises found in Napa Valley,” and “a covered ballroom.” Take your pick.
What it is not is forgettable. It is unlike any other structure in Napa Valley. It outdances Michael Graves’ wonderful and whimsical architectural flourishes at Clos Pegase; it goes beyond many of the design elements of Herzog & De Meuron, whose work at Dominus, in Yountville, is so respected.
Gehry’s choice of materials for the Hall project and the design itself are not as flashy as what was chosen or drawn for the Guggenhiem in Bilbao, Spain. Or maybe they are and we’re just used to that shiny, undulating roofline that initially looked as though it would be more at home in a kids’ playground than atop one of the world’s great art collections. It's likely that, once opened, Hall Winery will be talked about in the same breath as the Guggenheim, which raises the level of all the boats, or wineries, in Napa Valley as a tourist destination.
Visitors to Hall Winery over the next three-to-four years, will be greeted by this matchstick model of how the finished winery will appear.
The small, matchstick’d architectural model that guests “oooohed” and “ahhhhed” over this afternoon helps one understand what the finished property – with multiple buildings – will look like. The thing, though, about these small models is that elements that are supposed to have a WOW factor often lack sizzle. The undulating trellis over the Hospitality Center on the scaled model, for example, looks more like a crushed Panama hat than it does a splendiferous, original Gehry roofline. But give Gehry and the local architect of record, Jon Lail, a chance to do their magic and we are all likely to be drooling over the completed winery.
Contrary to what many locals anticipated, the finished Hall Winery will not have an undulating, highly reflective titanium roof like the one on the Guggenhiem, nor like the flashy roofline of the Hotel Marqués de Riscal, a Starwood property, in Rioja, Spain, which Gehry also designed. (For the record, that roofline looks like a squashed, pile-up of Nascar race vehicles after multiple rollouts on a wet track. The Hall Winery roofline’s a whole lot more organic in structure, and a whole lot more organic in material, certainly if they opt to build it in wood.)
A close-up of the “undulating, trellised roof line” that will be the hallmark of Hall Winery.
Gehry says his team hasn’t signed off on the final materials of the undulating winery roof. It may be made of solid wood, or of laminated wood, or of a new material called icrete, which Gehry describes as “a dough-like mixture like pasta dough.”
“You mix icrete, extrude it through a roller and shape it over a form. When the material hardens, it has the shape of the thing it was draped over.”
Gehry and his design partner, Edwin Chan, admit that they do not yet know the tensile strength of icrete and so, before signing off on its use, tests are being conducted.
Gehry explained to guests at the ground-breaking ceremony what was wrong with each of these 40 mounted wall models, why they were rejected in the four-year design process.
To invent and fabricate the shapes of their highly visible undulating roofs, Gehry’s team turns to aviation software – the programs used to build planes. “Our finished blue prints are reliable to 7 decimals of accuracy, despite their complexity,” says Gehry.
The Players
Craig Hall is chairman and founder of the Dallas-based Hall Financial Group, one of the nation’s largest private equity firms. Kathryn Hall is, in her own right, a successful businesswoman, a community activist and former American Ambassador to Austria, serving two Presidents, Clinton and Bush (the Elder).
Craig and Kathryn have a passion for wine; her family first purchased vineyards in California 30 years ago. Today, the couple own 3,300 acres in Sonoma and Napa counties of which 490 are planted with vineyards, according to Mike Reynolds.
At one point in the ground-breaking festivities today, the business side of Kathryn shone through and it was one of those moments when I would love to have stood up and shouted, with a raised fist, “Good on ya, girl!” for her exuberant entrepreneurial spirit, reminding all those gathered what was going to pay for all the Disney-like pixel dust about to be sprinkled on Highway 29.
Here’s what Kathryn said: “In addition to being a place of architectural grandeur, designed by the world’s greatest architect, we want to make great wine! THAT IS OUR END GOAL.”
Amen, Kathryn, you nailed the purpose of the whole event in six simple words. "We Want to Make Great Wine!"
I have no doubt with Kathryn and Craig, Mike Reynolds and Robert Wilson, winery GM, driving this project – and the winemaking activities – the team will be wildly successful.
In addition to the main winery on Highway 29, where Gehry will wave his magic wand, transforming the property into a world-class, wine destination, the Halls have a second, smaller winery in Rutherford, where they make premium, small-batch wines. (It’s good to see somebody upholding the philosophy: you can never be too rich, too thin, or own too many wineries.)
(L to R) Kathryn Hall, Craig Hall, Frank Gehry and Edwin Chan stand beside a hole in the ground where the new trellised Hospitality Center will magically appear. “Architecture is a lot like a magic trick,” Gehry told me. “You work on a project for many years and then one day, all of a sudden, a building seems to be standing there on its own. And you ask yourself, even though you’ve been on the project for four years, ‘How did that get there?’”
Frank Gehry. Okay, what hasn’t been said about him? The genius who fought Bilbao residents, convincing them to let him design and build the world’s first undulating titanium canopy and stick it on their local Guggenheim, is now 78.
“This will be the first winery I have ever designed and built in the U.S. and it will likely be the last,” Gehry told me. “It will have to be. I am too old to be commissioned for another winery.
What else hasn’t been said about the genius, who told me “you shouldn’t copy nature because you will fail. And you shouldn’t copy history (architecturally speaking) because you will trivialize the past.”
Here’s something we didn’t know about Gehry: When he goes out to dine, his wife orders their wine.
“She knows more about wine than I do,” giving weight to that old adage: Behind every successful genius is a woman… who orders the wine.
Gehry was dressed a lot like Steve Jobs today. All black. Black shiny loafers, black socks, black pants, black tunic, black sports jacket. Just the opposite of his outrageous, original, outlandish, attention-grabbing buildings, which are as sculpturally breathtaking as they are architectural triumphs. It appears Gehry saves the flash for his designs, preferring to dress more casually.
Gehry’s architectural associate, Edwin Chan, a thin, young man who worked with Gehry on the Guggenheim Bilbao project, was also present today. He, Gehry and some 200 other staffers look after a total "of about five projects that are presently in the design stage."
“It’s about all we can handle at one time,” Gehry told me.
The Hall Winery project will bring many elements of life together – Art, Wine, Architecture. The finer things in life," Chan summed up.
The Calendar
The Gehry-designed, Lail-built, Hall Winery will open sometime in 2010, according to winery president Reynolds, “though we won’t put a month on that just yet.”
In the meantime, starting this very weekend, and continuing throughout the entire construction period, Hall Winery will offer special daily tours of the Gehry project. Visitors who arrange in advance, will be able to tour the exhibition of Gehry-driven designs and concepts, which guests were invited to see today. Really striking stuff, especially when you see how many iterations, how many generations of design, were rejected with the goal of reaching Architectural Nirvana.
Tour takers will also be treated to a tasting of current-release Hall wines and a tasting of future wines from barrel. The fee for all this is $25 per person. For locals, and out-of-towners, a complimentary tour of the architectural exhibit will be offered on Sundays. For full details, or to book a tour, contract Hall Winery at 707-967-2620. Tell them you learned about the tours from napaman.com... and you will get absolutely nothing special in return, other than probably a genuine smile.
The Financing
No one associated with the project will comment on the final cost, partially because not all services and materials have been chosen. But given the extensive lead time to finalize a design that would please neighbors and the Napa County Planning Commission, the choice of architect, and the cost of building anything in Napa Valley these years, the completed Hall Winery will most likely rank as the most costly, most heavily trafficked, winery once it opens in 2010, or thereabouts.
“We will be permitted to have 500 visitors a day,” says Hall Winery president Reynolds. When I pointed out that nearby deli’s have as many as 2,000 visitors on a busy summer Saturday, and suggested that Hall Winery may have to develop a “By Appointment Only” policy, Reynolds quickly countered, “That would be a nice problem to have.” Indeed.
Winery president Mike Reynolds, who has the last word in the story, and, by the way, the last photo, too!