ipark
At the Yongsan I'Park Mall pop-up, where diverse lifestyles and vibrant energy intersect, under the concept of a 'Summer Dessert Vacancy', the soul food of winter, Hotteok, was boldly combined with the refreshing mood of a summer resort.
To directly overcome the seasonal limitation of hotteok as a winter snack, we carefully observed the summer season and the hidden needs of on-site customers to plan a new menu. We independently designed and introduced the 'Ice Cream Cup Hotteok,' a perfect ensemble of warm, chewy hotteok bread fresh out of the oven and cold, smooth soft-serve ice cream. Achieving a charming contrast in temperature and texture, this menu drew an explosive response on-site and established itself as an unrivaled signature symbolizing the summer pop-up.
Considering the behavioral patterns of customers who freely enjoy desserts while walking through the spacious shopping mall, we precisely designed the exclusive container and serving traffic line for the 'Ice Cream Cup Hotteok.' We built an organic Grab&Go operation system to ensure that crowds do not stagnate and can quickly receive and move with their refreshing delicacies in a summer festival-like atmosphere. It was a clever design that maintained a lighthearted flow without congestion even in a complex mall environment, providing comfort to customers and a high-density completeness to the site.
For those who came to the pop-up with the lighthearted spirit of enjoying a vacation, the packaging itself was a brand medium moving through the city. The stamp-shaped sticker in the form of a commemorative seal, which tightly knots the packaging bag, served as a clever finishing material to assist with the busy operations of the summer pop-up. At the same time, like a postcard sent from an unfamiliar travel destination, it became an emotional touchpoint that intuitively conveyed a sense of nostalgia for childhood summer vacations or collecting. This small visual device, delivered across the season, lingered at the customers' fingertips, engraving Eheya Seoul's culinary journey as an even more special memory.
