[A Humble Beginning]
‘Punoya’ is located in ‘Bukchon’, a neighborhood surrounded by hanok (traditional Korean houses) and situated near’ Anguk’, known for its vibrant F&B hotspots.
While maintaining the core concept of other ‘Punoya’ locations—primarily focused on takeout service—the Bukchon branch offers a unique experience with the option for immediate on-site tasting.
Given the small size of the products, ‘Punoya’ stores have traditionally operated in limited spaces, and the Bukchon branch was no exception.
With just 25 square meters of space, we faced the challenge of establishing the brand’s identity while standing out among well-established businesses in the area.
[A Bold Intrusion]
The path leading from ‘Anguk’ Station to ‘Bukchon’ is already lined with renowned shops and numerous emerging brands. Rather than blending in, we aimed to make a deliberate statement and carve out a distinctive presence.
As we brainstormed countless ideas, our primary focus was not merely on designing the store, but on situating the ‘Punoya’ brand right at the heart of Anguk.
Unlike the transient, trend-driven stores that come and go, our goal was to create a space reflecting Punoya's solid foundation and commitment to sustainable brand renewal—one that honors its heritage while embracing modern boldness.
Our aspiration was to showcase both the established fundamentals of ‘Punoya ‘and the boldness we envision for the future. We understood that this approach might disrupt the existing order or be perceived as an unwelcome intrusion. Yet, rather than avoiding this challenge, we embraced it and wove it into the design concept itself. We focused on exploring diverse ways objects can be arranged and interacted with, creating a dynamic and engaging experience within the space.
[A Small Package Placed in Anguk]
When conceptualizing elements to symbolize Punoya, we were drawn to the image of a pudding package box containing three pieces.
With this package as our design motif, we explored ways to express boldness. Standard vertical and horizontal orientations felt ordinary and uninspired, so we took a bold step by positioning the package diagonally.
This diagonal placement naturally created a façade that is striking and unconventional, drawing considerable attention.
Facing the façade, the right-hand area was designed to facilitate purchases directly from outside, effectively distributing the store’s functions and mitigating the constraints of the limited space. Adjacent to the entrance on the right, a pudding showcase displays products, encouraging immediate purchases.
A unique challenge arose from the street trees along the sidewalk, which narrowed certain sections. To address this, we recessed the front portion of the store, creating additional space by setting the interior back. This design formed an outdoor vestibule, offering a seamless transition from the narrow sidewalk into the store.
Inside, a package art wall greets visitors on the left, while a sales counter is located on the right. Each area incorporates functional details that complement the pudding products. This strategic design distributes visual focus, enhancing the sense of versatility in the compact space and preventing it from feeling cramped.
