N | SQ (SPC SQUARE)
'Eat Urban Gangnam'
Downtown Gangnam is a mixing pot of style, fashion, cuisine, culture and innovation on the worlds Asian stage. The Gangnam area was epitomised, coincidentally at the same time of the project with Sy’s Gangnam style .
In the heart of this lifestyle epicentre, lay an expensive piece of bare concreted owned by SPC. The challenge set by the Chairman Mr Hur for myself (Creative Director) and Mr Hur Jnr (Chairman in waiting) was to ‘make this space a success’
The solution was a four story food icon, a lifestyle and trend destination to showcase the food expertise and innovation of SPC. The concept became ‘SQ’ (square) an architectural statement of glass and black steel with the food experience linked through a central atrium and glass elevator.
Creating a culture and destination around SQ was key. Beyaond gourmet food, the SQ became a prestige urban destination able to flex from gourmet Chemex coffee to delicate patisserie, Neapolitan Pizza, to fine dining restaurant and event rood terrace. Each Brand and operation featured open kitchens for food theatre, service island, innovative products with a high level of service throughout the experience including valet parking.
The minimal SQ branding, packaging, digital, uniforms supported the ‘Urban Chic’ design language platform and created a dialogue with the architecture and material palette
At the heart of the SQ concept was engagement and consumer experience. A location of evolving culture of art events, celebrity endorsements, icon signature products, and ever evolving menu and linked with social media and exclusive events.