Blue Bottle Coffee, Myeongdong – South Korea

Located within Seoul’s bustling commercial street, Blue Bottle Coffee Myeongdong initiates a dialogue between the city’s rich heritage and modern Korean culture through a narrative-driven approach. Passerbys are greeted by a gleaming white, high narrow facade that subtly glows Blue Bottle’s iconic logo silhouette—strikingly contrasting with its busy surroundings. People are guided into the space through the house nameplate (Hyeonpan) and entrance gate that gradually leads people into the space itself.The ‘Blue House’ is a self-standing structure with openings on its sides that resemble the doors and windows of a traditional Korean home. Cladded in custom metal panels, the structure subtly reflects its surroundings while illuminating a soft bluish hue on the stainless steel cladding ceiling and floor.Upon entrance, visitors are invited to walk through the ‘Blue House.‘ The coffee preparation bar is housed within the structure, cladded in stainless steel to create a timeless yet new impression of Blue Bottle Coffee—immersing guests in the delicate process of crafting coffee. Near the entrance of the ‘Blue House,’ the merchandise shelf’s simple geometry resembles a contemporary sculpture, effectively highlighting the curated selection of Blue Bottle merchandise.Passing through the service & merchandise area, the sub-ceiling of the ‘Blue House’ is made of custom-finished aluminum grating panels to filter off the harsh direct lights from the main ceiling, while adding visual depth to the space through the subtle shadows and reflections as a whole. At the end of the corridor, visitors are offered an inside look at the custom logo signage-making process by artisans Deok-Ho Kim & In-Hwa Lee. Guests are offered a visualization to better appreciate the craft of ceramics while waiting for their order. This experience is made tangible as the custom signage meets people upon exit. Adding a thoughtful and emotive quality of craft, the smooth surface and hand-touch of the logo leaves guests with an artistic and personal impression of Blue Bottle Coffee Myeongdong.The linear flow of this store ensures visitors walk through the structure easily & efficiently, crucial for this compact grab-and-go typology. A simple circulation was designed in consideration of the small space to prevent congestion inside. From the facade to the exit, every aspect of the store is designed to correspond with the bustling context of Myeongdong.