HRAD Cover Story by Andrew Standaert
A deep dive into the vibes, town, food, and the people of one of my fave local WI places, Horseradish Kitchen + Market
Adapted from this Instagram guide by @florals4spring.
No. 1
CHECKING IN
When I heard B talk about renaissance, saying how it was a place where she could feel adventurous + free, it reminded me of our stay at @horseradishkitchen / @the505princeton earlier this summer. It’s equal part sandwich shop, music venue, boutique, Airbnb, + full-on mewd.
While we’ve been there before, each visit is even better than the last, mostly bc our friend Matt keeps creating, curating, + exploring.
Here’s Beyoncé’s words:
“MY INTENTION WAS TO CREATE A SAFE PLACE, A PLACE WITHOUT JUDGMENT. A PLACE TO BE FREE OF PERFECTIONISM AND OVERTHINKING. A PLACE TO SCREAM, RELEASE, FEEL FREEDOM. IT WAS A BEAUTIFUL JOURNEY OF EXPLORATION.”
Matt @lisforlaurence did that at horseradish, and I don’t think he even realizes it. I couldn’t even put my fingers on the experience he created until just now.
In fact, I’ve been sitting on these photos + vids, with all kinds of text drafted up for over a month + it just didn’t all click until I heard the new album + felt the wiggle release.
We all desire that freedom of expression. Creativity. exploration. And Matt brings that. He created it— in a rural WI town of 1,200 ppl no less.
Welcome to the world of HRAD ⚡️, my August vogue cover story 😉 . Over the next few days I plan to share w y’all a few posts, a little profile shall we say, just bc it (and Matt) deserves it.
No. 2
THE ENERGY
Welcome to the world of HRAD ⚡️, my August “cover story”😉. Come in, stay awhile. You won’t want to leave this deck.
No. 3
THE AIRBNB
So yes, there IS an Airbnb above HRAD, and you will want to stay here…forever.
We saw it all when it was a mere concept board, and now after 4 years of going back, it’s still one of the most magical places I know. It’s been especially fun watching these plants grow 🪴.
No. 4
THE VIBES
You know when you walk into an Anthropologie you’re hit with the classic blue volcano scent, a seasonal papier-mâché art install, a rack of flowy skirts and a creaky reclaimed wood floor?
Well, HRAD (@horseradishkitchen) is also a sensory experience. This time Sydney Hale Garden Mint was burning, Harry was spinning, and fresh GF tahini chocolate chip cookies had just come out of the oven. It’s clear *this* wasn’t engineered by a large scale creative team and then stamped out across suburbs all over America.
Instead, it’s the laboratory of Matt @lisforlaurence + it’s clear he never sits still. Always making, crafting, creating. There’s a quirky rawness to everything, like something is always in progress. In fact, it is.
Lots of things happen here by happy accidents, like the cult fave Korean nachos. They were born back in Matt’s food truck days when he ran out of bread for his banh mi sandwich. Never one to disappoint, Matt improvised + served it deconstructed on top of tortilla chips, topped w a jalapeño crème, + voila, the most un-wisco nachos were born!
It’s this energy that attracts his customers, staff, + quite literally the whole town (believe me, I’ve met a lot of them 😆). It’s what attracts them to want to eat in his restaurant, strike up a conversation on the sidewalk, or work for him.
Like the mini-hex tile floor at the entrance says, “this must be THE place.” It really is.
No. 5
THE TOWN
In 2012 Matt brought his first retail concept to Princeton, @teakandsoxy while also running his horseradish food truck. Eventually, 4 yrs ago these concepts converged into a historic building he renovated on the town’s Main Street under the marquee @horseradishkitchen.
The whole setup could easily exist in MKE’s trendy third ward, but stumbling across it in a small rural town is part of the magic.
Like most small towns in America, Princeton’s tiny downtown has struggled economically but over the last 10 years has gone through a bit of a renaissance + I can’t help but think Matt’s been part of the catalyst to it.
Whether it’s the renovated art gallery across the street, the town’s new library, or even Matt’s next project, the much anticipated @parlorhotel , things in Princeton are definitely happening.
⚡️⚡️⚡️
this batch of photos includes: new line art drawings matt did w a friend (they eventually served as the Sunday sessions live music poster art), downtown Princeton, HKM’s “gift shop”- teak & soxy, drinks inspired by Harry’s house 💿, and finally the stand alone teak before it merged into the HRAD space.
No. 6
THE FOOD
If you went to @horseradishkitchen and didn’t make a reel about the food, did you even go at all?!
No. 7
THE CREW
In our few years of going to @horseradishkitchen we’ve seen Matt’s community grow + flourish (not without challenges…hello Covid) + I always figured it was just bc Matt just knew the right ingredients to pull together. But the last time we were there I heard one person say he wouldn’t be there if it wasn’t *for* Matt + after talking to so many of the other locals + visitors alike, I know a lot of them share the same sentiment, myself included.
The funny thing is Matt would prefer to be behind the scenes in the kitchen, letting the team he nurtured be the face of the operation. He knows his strengths + of those around him. Over the last couple of years we’ve seen one of the employees, Scottie, transform from a shy guy into the best front of house manager anyone could ask for, running the bar, being the host w the most, + making everyone feel welcome.
In a quiet moment across the street at a gallery opening Scottie told us he wouldn’t be there if it wasn’t for Matt. And the interesting thing is Matt says the same about him. “There would be no hkm if not for Scottie.” Matt knows he’s only as good as the sum of all the parts + that’s good energy + it radiates.
HE COZY.
FIN.