Lotteria in Hongik Univ.
Location : Seoul, Korea
Completed Date : December, 2021
Category : Restaurant
Photo : Yongjoon Choi
"Lotteria" is one of the oldest burger brands in Korea. "Lotteria" was launched in Korea in 1979. We think brands that have been successful for a long time often miss the timing of change. All of the brands that have been praised as classics and have been loved until now have all constantly faced the changes of the times over a long period of time. They have established their own identity while both confronting and adapting to the changes of the times.
"Lotteria" also reached that time and had to choose one of several methods. Looking at "Lotteria" from a designer's point of view, we felt that they should suggest what they need rather than what they want to do. "Lotteria" wanted to renew itself, but we thought that we had to destroy "Lotteria" so far and be completely reborn. Only then, we thought that the relationship between "Lotteria" and its customers could become closer and that potential customers would be interested.
New Build the “Lotteria”
The area where Hongik University in Seoul is located is one of the most unique and trendy in Korea. "Lotteria" was already here a few years ago and then went out of business. We thought that the re-opening of a closed store in that area is just as important to that area, and that the brand "Lotteria" should be shown to customers in a new way when re-opened. That is why we thought that it was necessary to design a space with architectural thinking just as if we were designing a building. We tried to exclude the decorative elements of the space as much as possible, and focused on the study and expression of the proportions and relationships of masses. From the outside of "Lotteria Hongik Univ.", it starts with several large masses harmoniously connected to each other. The relationship of the mass is seen from the inside in a different form from the outside. In addition, the result of such a process shows various aspects to the customer depending on the point of view of the customer.
We think that the more history you have, the more difficult it is to change. However, we believe that changes must be made at the moment necessary to record the time of the future as long as the history that has been preserved. We think "Lotteria" could be such a brand.
