“KyoChon Chicken” is a brand known for meticulously how it brushes its differentiated sauces onto its dishes. "KyoChon Pilbang" embodies the brand's history and philosophy, blending Itaewon's character with a modern take on the notion of a 'Pilbang', a historic gathering space for artists. "Brushing" is metaphorically expressed metaphorically through the Pilbang concept, and we tried to reach the younger generation by using a DJ booth, lacquered traditional paper walls, and recycled materials that reflect the location of Itaewon, an area known for its abundance of rookie artists.

KyoChon, has grown into a brand that leads the way in chicken and beer culture in South Korea, with a slogan of "Jungdo (the middle way) Management." However, despite its unique menu and flavors, KyoChon has faced challenges in attracting the attention of the MZ generation. In response, we aimed to create a space that reflects the essence of the brand and connects with the MZ generation, conveying authenticity.

The concept of "KyoChon Pilbang (store)" was based on the essence of the brand, which revolves around the meticulous seasoning process, plus the notion of a cultural space developed by creators in the location of Itaewon, and a place that carries 30 years of heritage. It inherits the spirit of the past "Pilbang," a site full of literary materials that would serve as a center for discussions of contemporary intellect and art, as well as a space for discovering and researching good ingredients and recipes.

Not only did we need to functionally organize the space, but we also needed a process that imbued meaning into the space, instilling the brand's values through experience during the identity-forming process. Instead of simply visually and intuitively showcasing KyoChon's archive and heritage, our design goal was to have visitors physically engage with and gain an understanding of the brand's philosophy. Through this space, we hope that visitors will find deeper meaning, and that the authenticity of KyoChon will be conveyed, in the site's story and the shared memories that are associated with it.

[Facade/Transition Space] The facade is characterized by layers of brushstrokes applied meticulously from the outside, symbolizing the continuity of KyoChon's craftsmanship. A real brush hangs on the exterior, and pulling that brush serves to open the door, stimulating curiosity among customers. Upon entering, visitors will see an interior space that resembles an actual Pilbang, featuring traditional writing materials. The counter is constructed using recycled soap made from discarded oil, embodying KyoChon's heritage and authenticity. This space provides a transparent experience of KyoChon's heritage and authenticity, and it's only upon pushing the Pilbang's door that one can enter the dining area.