Project : Retail
Location : Causeway Bay, Hong Kong
Celadon Green tiles and birch wood joinery feature inside this deli in Lee Garden Two, Causeway Bay. Situated in the high-end shopping mall, Seoul Recipe incorporates a take-away-deli counter and curvy bespoke shelves filled with Korean delicacies.
We aimed to create a comfortable place to shop and offer the customers a home experience, capturing the philosophy behind Seoul Recipe: making authentic, fresh and high quality Korean products available to any household in Hong Kong. From the first sketches, we decided to create something different than any other grocery shop, and distance ourselves from the traditional Korean deli.
Hoping to inject some Korean flair to the homey store, Celadon green dominates the colour palette. Upon entering the store, the customers are greeted by the green-tiled counter and the take-away chiller serving freshly made Korean food. Behind the counter, a glazed window allows high visibility into the store from the mall, while displaying Seoul Recipe’s colourful logo.
With customers' experience at heart, curvatures were introduced and the retail journey, optimised following a circular flow around central islands. Goodbye was said to the free standing, bare fridges and freezers, commonly used in Korean stores. Instead, the chilled displays are elegantly integrated in green tiles walls and ribbed oak wood panelling, with shiny rose gold accents adding a final touch of sophistication.
In the dry section of the store, the walls are finished with a creamy polished plaster, complementing the wooden shelves. The bespoke joinery is playfully carved with round corners, matching the geometric shapes of the brand’s logo. Angular edges for the shelves allow labels and pricing to be ergonomically, yet discreetly, presented.
The low display island is mobile to allow multiple usage: its versatility allows it to be used for pop-up display at the front of the shop or as a tasting booth.
With its wooden floor and Carrara marble countertops the space feels like an extension of one’s home, inviting, comfortable and warm.
Photos : Amanda Kho @akhokho