Projects with Personality: Designing the Castle in the Sky and the Foundation Beneath it
By Eric Wenzel & Vanita Carrillo-Rush
“Wonderlove is an unfolding. When I imagined what it would be, one idea led to another to another. Each addition is a cultural category that cultivates energy and joy” - Mr. Morrow
In the tapestry of Portland's Central Eastside neighborhood is the unfolding of an industrial utopia, a whimsical escape that piques the senses and stirs the energy of community. Welcome to Wonderlove, a destination evoking the imagination like a much-loved storybook, as though stitched from the threads of electric dreams and fantastical realms, this space is designed not merely to exist but to thrive in the kaleidoscope that is Portland, Oregon.
You may be asking yourself—why the hyperbole? So often, places are designed and described to “blend seamlessly,” to look as though they’ve always been there. But with Wonderlove, Scott Edwards Architecture had an edict to transcend that expectation, to still pull from context, as good design does, but to turn it on its head and reimagine how that context can be translated. Wonderlove is the type of project where we as designers get to adopt the perspective, language, and personality of a central figure with an over-the-top idea and capture it in a physical place. From that process, we take with us the “how” behind the magical moments. In this piece, we explore those moments alongside our central figure, wondering together how it is that we managed to build a foundation under the castle in the sky.
At the heart of Wonderlove lies a vision of eccentricity. A passion to transform ordinary outings into extraordinary experiences (cue the song “Pure Imagination” from Willy Wonka and the Chocolate Factory). Emerging from the soft ethereal sounds and the euphoric glow of the neon lights—the ringleader and boisterous character known as Mr. Morrow appears. Born from a lineage of creators who have inspired and revolutionized industries such as skateboarding, biking, and snowboarding with their thought-provoking ideas and innovative products, comes a desire to dissolve the boundaries between manufacturing, art, food, and community.
“Wonderlove is an unfolding. When I imagined what it would be, one idea led to another to another,” Mr. Morrow shares. “Each addition is a cultural category that cultivates energy and joy—sports, music, food, fun. All these things bring me happiness, and I wanted a place where the neighborhood could come together, be themselves, and share in the joy together.” He adds, “I am at a point in my life and career where I am chasing the white rabbit of happiness, so why not have all these pursuits in one oasis?”
The Wonderlove story begins with Mr. Morrow’s vision and continues in an industrial sanctuary perched on the Willamette River, where echoes of a bygone era still linger. Stretching across the site’s surrounding landscape are miles of railways and muted concrete structures, silently calling for renewal. Amongst this scenery, remnants of worn manufacturing equipment resemble a retro-futuristic charm reminiscent of an 80’s dystopian film, and we’ll admit, while unhewn, there was a certain appeal. Seeing through the challenges, Mr. Morrow envisioned this site as a place of possibility where a celebration of artistry, culture, and community could commence.
That’s where we come in.
The daydream-like glow that was Mr. Morrow drew SEA into an unforgettable journey of uniting these diverse elements—how do we use architecture to pull seemingly disparate pieces together in a way that resonates? What do “whimsy” and “joyful chaos” and “intergalactic travel” look like in design?
“Architects are listeners and explorers by practice, and we sought to capture Mr. Morrow’s personality and vision while further enriching how the destination would be experienced.”
Architects are listeners and explorers by practice, and we sought to capture Mr. Morrow’s personality and vision while further enriching how the destination would be experienced. As we often exchanged daydreams and ideas, our collaboration on Wonderlove evolved from a concept into a vibrant reality. “Scott Edwards Architecture navigated the complex process of developing and envisioning the different directions we could go,” said Mr. Morrow. “There was tons of inspiration, and SEA edited it down into an executable and cohesive design with many elements that still had an eye on the original spirit of the vision.”
Shaping the site played a pivotal role in creating the immersion Mr. Morrow was hoping for. Food vendors line the north end, visible from the active street and sending the enticing aroma of a medley of cuisines out into the neighborhood. Once inside the Wonderlove gates, the aroma of the curated carts abounds, and the sounds and activities from within them invite visitors to observe the making of the fare they’re about to enjoy.
Music and its ability to transfix and transport is a theme throughout Wonderlove, evident in imagery that connotes sound reverberation, music-festival-inspired lighting, and optimal placement of both the primary and secondary stages for acoustics that immerse. The primary stage is placed on the east end of the site and set against a backdrop of industrial buildings covered in psychedelic murals, visible and heard from every corner. The secondary stage is atop a watchtower-like structure on the west end, intentionally elevated to connect and energize the surrounding streetscape during block parties and festivals.
The psychedelic murals are not just behind the stage—every inch of the site is infused with artwork imagined by local artists, an energetic backdrop against which merriment ensues. Astronaut cats commingle with pastel color blocks, a set of Instagram-worthy wings, and graffiti tags.“During the development, I learned a lot about graffiti as an art form. I spoke with a local artist and it inspired us to leave the site’s North wall as a “free wall” for artists. I’m proud of this wall and welcome mindful graffiti as artistic expression,” said Mr. Morrow.
Meanwhile, a cutting-edge new bike helmet is being distributed just steps away on the same site, art in its own right and a reflection of Wonderlove’s concept of vibrancy and resiliency. Like Willy Wonka’s factory, at its core a building to make chocolate, Mr. Morrow saw possibilities in his helmet manufacturing that defy expectations.
At the center of Wonderlove, a two-story sports bar comprising four decommissioned shipping containers stands tall at this metaphor’s helm. The containers maintain their original industrial texture, authentic to the Central Eastside neighborhood, but have a Wonderlove twist—the upper container’s exterior is glittering gold. A cocktail bar, offering a fanciful array of concoctions, shines through the expansive windows along the ground level. Upstairs, the second-level lounge buzzes with socialization and dining, and a large barstool-lined window opens up to the sounds, aromas, and activity below.
Ascending to the roof deck, the connections between all the elements reveal themselves, almost like a deep breath. Music, food, libations, art—all bring people together in community, the connection between the disparate pieces carefully woven throughout the design. From this vantage point, you can see expansive sunsets over the City’s horizon, see and hear the live music on the stage, and witness the first dates, family gatherings, and long-lost friend reunions as they happen around you.
Crafting such a distinctive space involved considerable complexity. Unique designs demand a specialized team and tools to ensure an unforgettable experience. Collaborating closely with Mr. Morrow, these details were brought to life in the form of this solid-steel fortress of fun. And strangely enough, it is the meticulous planning from SEA’s side that allows for the whimsical, “choose your own adventure” result for visitors. This unparalleled structure intertwines to form a destination unavailable elsewhere in the City.
Wonderlove owners, Michael Morrow and Joel Beaudoin.
“Wonderlove has taken on such a life, exactly what I hoped it would do. The atmosphere is an urban carnival, full of laughter and fun, and we’re making sure people are happy and taken care of.” - Mr. Morrow
Wonderlove’s experiential design is a quest to create a dynamic community hub. Ideas are molded and formed to foster a magical atmosphere that unites people. Placemaking architecture transforms public spaces into alluring havens—embracing and elevating the cultural flair, social spirit, and unique appeal that makes a special place, special. Wonderlove embodies this one-of-a-kind experience by blending the energy of art, music, and food, to craft a distinctive sense of place that can be celebrated and shared.
When asked if he thought the development came together like he and his business partner, Joel Beaudoin, hoped it would, Mr. Morrow answered, “Wonderlove has taken on such a life, exactly what I hoped it would do. The atmosphere is an urban carnival, full of laughter and fun, and we’re making sure people are happy and taken care of.” He goes on to say “It’s easy to become a curmudgeon, but Wonderlove is an antidote to that. ‘Wonder’ came from keeping an open mind and staying curious about life, and ‘Love’ is all about kindness and joy. Wonderlove doesn’t answer questions, but it does pose possibilities.”
About the Architect
Eric Wenzel approaches hospitality architecture with an openness to possibility and innovation and the desire to craft a unique experience. He understands the powerful role historical, neighborhood, and community context plays in design, and how embracing it elevates responsiveness. Eric enjoys partnering with clients to discover their vision and develop unexpected methods to achieve it—from centerpiece design moments like a shipping container sports bar to placemaking materiality through the use of mass timber.