Blue Bottle and Intelligentsia 'Glocalize' in Seoul with Han-ok Style Stores

[Seoul, Korea]

The old adage for branded retail and F&B environments has long been that of recognizable 'consistency of design' that contribute to countless uniform cookie-cutter stores around the globe. It has its merits.

Meanwhile, a different take on branded environments is emerging in select trend-leading cities, and it is a strategy that proactively adapts to local phenomena. Cases in point: new stores by Intelligentsia and Blue Bottle Coffee in Seoul, both adopting traditional style residential architecture known as Hanok.

Intelligentsia chose Seoul, recognized by many the coffeeshop capital of the world, for the destination of its first overseas expansion. In March 2024, Intelligentsia landed in Korea with its first coffee shop in the neighborhood of Seochon, a charming neighborhood where many traditional Hanok houses remain alongside modern developments. This environment stands out in its Korean-style interior in a renovated Hanok space. Additionally, the sunlight coming through the front glass window, which ensures a sense of openness, adds a warm atmosphere to the space.

Photos @intelligentsiacoffee

Blue Bottle Coffee, which had already been operating in Korea, opens ‘Blue Bottle Studio’ in May 2024 in another reinterpreted Hanok design. Blue Bottle Studio was first introduced in Kyoto, Japan in April 2023, followed by LA and Hong Kong in the US. At ‘Blue Bottle Studio Seoul’, you can experience Blue Bottle’s perspective on the best specialty coffee experience through an eight-course menu through close collaboration with founder James Freeman and Global Innovation Manager Benjamin Brewer.

The 'Studio' is a space that renewed ‘Blue Bottle Samcheong Hanok’, which previously introduced a coffee pairing course, in collaboration with designer Teo Yang, who has deep knowledge of Hanok. It is a space where you can fully immerse yourself in coffee while maintaining the unique beauty of a hanok. At the bar counter for only 6 guests, you can focus only on coffee and experience specialty coffee that satisfies all five senses in a 90-minute course. provide. ‘Blue Bottle Studio Seoul’, which is limited to reservations for two months, can be reserved through Catch Table.