The Historic S&W Building
Listed on the National Register of Historic Places, the S&W Building is widely recognized as a prime example of art-deco architecture from the 1920s. The building was designed by architect Douglas Ellington for the S&W Cafeteria chain based out of Charlotte. The new Asheville S&W first opened to the public on July 15, 1929, and in the full-page newspaper article that ran that day, the president of the S&W, Frank Sherill, said that “Asheville deserved the finest of our chains because Asheville is one of the show pieces of our country. Because Asheville has such a cosmopolitan population, and has such a constant flow of visitors, it is natural that everybody who does any building here should try to do it in as an artistic manner as possible.”
The mission of the S&W in 1929 was to serve locally sourced food, quickly, in a pristine, upscale environment that elevated the dining experience. Douglas Ellington’s two nephews now own the S&W building. They are both passionate about bringing the S&W back as the bustling center of community that it was many years ago. The revitalized interior now allows The S&W Market to offer counter service with delicious, fast and casual local food, just as it did when it first opened 91 years ago.
The S&W Market also welcomes Highland Brewing Company back to downtown, where their story began 25 years ago. Asheville’s original craft brewery will anchor the two-story space and feature a first-floor bar area and a mezzanine-level bar and tasting room.
“The first beer I had in Asheville was Highland’s Gaelic Ale. Ever since, when I think of Asheville beer, I think of Highland. It’s only fitting that The S&W Market and Highland Brewing, two landmarks of Asheville, come together in a perfect pairing to revitalize an important part of our downtown’s history.”
THE S&W FOOD HALL CURATOR &
EXECUTIVE CHEF/OWNER of CHAI PANI RESTAURANT GROUP
The food hall features five food stalls and a Highland bar on the main floor. The building’s mezzanine, meanwhile, is home to an elevated Highland taproom experience with seating for guests to enjoy a pint with their food and a view of the city or down onto the activity below. In addition, street-side seating and an intimate private event space offers even more options for guests.