Korea's first Korean fast food brand, eFULLY
"We are developing fast food based on Korean food,
We will be pioneers in K-FASTFOOD."
eFULLY creates a new food culture that contains various cultures and flavors so that people around the world can enjoy Korean food in their daily lives.
Among Korean foods, eFULLY put forward "Gimbap & Bibimbap" as its main menu, which harmonizes various ingredients, and also applied a customizing system that allows customers to choose various ingredients on the menu.
The spatial design of eFULLY, which stands out from the brand color, has set the goal of constructing a spatial concept a little light with a combination of simple words.
The selection of the most basic words reminiscent of the menu was conducted first. However, I thought it would be more efficient to find indirect words than to directly express the shape of the menu.
In addition, rather than thinking of one common word representing the main menu, I wanted to create a new concept keyword unique to eFULLY by deriving and using the representative words of the two menus together.
The spatial concept keyword 'ROLL & MINGLE' will be created by using the two derived representative keywords, Gimbap's ROLL and Bibimbap's MINGLE together.
The concept keyword, which was completed by a combination of words, was intended to create an image in which ROLL and MINGLE were used alone in the space and applied together as "ROLL & MINGLE".
For example, ROLL was used to express shape details such as furniture and ceiling structure, and MINGLE was actively used in point elements such as the texture of the ceiling and the pattern of the floor. The base was made with individual words, but in the art wall and bar table, the main spot in the space, new expressions of ROLL & MINGLE were attempted. In order to show the drying and mixing processes at the same time, a new construction method was attempted, and the round details were repeated several times.
In addition, we brought two basic materials of hanok to add a Korean element. It is a tile with attractive curves and a simple but diverse pattern expression. The tile was expressed by applying a warp tile to a right-angled counter that had no choice but to be lengthened due to kitchen equipment.
This eFULLY's spatial design approach was also a fresh challenge for DEEF, but on the other hand, I was very excited to see us in a new way, and I was able to design it happily.
I also remember being touched by the brand's ambition to allow people around the world to enjoy Korean food, and our passion also burned together.
The food of eFULLY and the space of DEEF meet to present pleasant happiness to people all over the world.
Team:
Architect: DEEF DESIGN STUDIO
Photographer: Kwon Byungkuk
