Projects /

SPC Play

Seoul, South Korea

Hospitality | Design | Design Implementation | Strategy & Brand Development | Digital Creations

Project Details

Client: SPC Play
Location: Sinsa-dong, Gangnam, Seoul, South Korea
Completion: September 2017
Scale: 1071 sqm

An elevator featuring an infinity mirror creates an initial dramatic experience before entering each of the three brand spaces.

Brand synergy

Our designs for SPC Play in Seoul revolve around the concept of foodtainment. The fusion of food and entertainment creates a memorable experience inside this dynamic dining and cultural space in Cheongdam – where strengthening the synergy between food brands and connecting with the flagship store’s young customer is a major design focal point.

Step inside to find designs for three iconic eateries; Shake Shack on the first floor, La Grillia on the second floor and Baskin Robbins Brown on the third. Vibrancy and energy unify all three spaces, along with a variety of unique seating and urban lighting styles.

Our design for Shake Shack is the brand’s second location in Seoul and is the benchmark for how to create the brilliantly illuminated Shake Shack counter. In line with the foodtainment concept, a fresh new look for La Grillia speaks to the brand’s younger customer, complete with a dessert counter, craft beer bar, gaming area and digital jukeboxes. For Baskin Robbins Brown, multimedia and self-service are key areas of focus within the space. Our design showcases the brand’s newly expanded ice cream offering and enhanced coffee order. Guests are invited to create memories by tasting discontinued ice cream flavors and uploading Ice Cream Sampler experiences to their chosen social media. Try not to make eye contact with the personalized cake station.

SPC Play by Zebra