Hanwha Galleria
Held at Gourmet 494 in Nine One Hannam, the nation's premier high-end food boutique, this pop-up space used hotteok as a medium to express its natural seasonality—the 'warm emotions of winter'—in the most dense and elegant way.
To suit the characteristics of the premium commercial district, we boldly stripped away stimulating visual presentation. Through a restrained and modern space design, we expressed the authenticity and heritage of Hotteok Bread through deep media storytelling. By reinterpreting Korean sentiments in an elegant and unconventional way, this journey left a warm and powerful gastronomic impression on the daily lives of the discerning residents and visitors of Hannam-dong.
A media screen was placed across the entire front of the pop-up space, broadcasting the meticulous process of making Hotteok Bread through a sensory video. This completely broke away from the image of hotteok as a familiar street snack, serving as a visual device to prove that it is a 'well-made, high-end dessert' crafted with carefully selected ingredients and advanced baking techniques. It was a clever piece of visual communication that caused numerous passersby to stop and watch the video, allowing them to intuitively understand and trust the unique quality and sincerity of the product.
Considering the lifestyle of Gourmet 494 visitors who come to shop or dine, we set up a minimalist display and a seamless pickup system that allows them to enjoy a light dessert after their meal. Thanks to this, we were able to build strong loyalty, with nearby Nine One Hannam residents making routine return visits during the pop-up period. Based on its high degree of completion on-site, this pop-up served as an opportunity to clearly validate the originality of the Hotteok-Bread. In particular, we received a series of inquiries from corporate buyers who noticed the enthusiastic response on-site, which led to proposals for large-scale supply of thousands of units to corporate cafeterias after the event, proving the brand's overwhelming potential and business competitiveness in the market.
