Dongja-dong, Yongsan-gu, 서울특별시 South Korea

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Lab-style bench seating features outlets for phones – or Bunsen burners.

Lab-style bench seating features outlets for phones – or Bunsen burners.

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Neon signs and fluorescent-style lighting add a futuristic foodie vibe.

Neon signs and fluorescent-style lighting add a futuristic foodie vibe.

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Periodic Table-inspired signage gives the space a laboratory ambiance.

Periodic Table-inspired signage gives the space a laboratory ambiance.

Photography courtesy of JHP Design

Burger Laboratory by Lotteria, Seoul


Location:

Dongja-dong, Yongsan-gu, 서울특별시 South Korea

lotteria.com

Design Credit:

JHP Design
jhp-design.com

With the fast food climate rapidly changing, burger chain Lotteria has overhauled its look to reflect growing consumer interest in quality, freshness and sustainability.

The result is Burger Laboratory, a bright and cheery space that combines science with culinary art – suggesting an all-new, ahead-of-its-time approach to burger creation. From the window decals of beakers and flasks to the neon signage highlighting key ingredients, the vibe is future-forward and experimental.

JHP Design has crafted an experimental science-inspired space for Lotteria’s Burger Lab.

A neutral palette of slate and tile provides a backdrop for brightly painted industrial piping, laboratory-inspired bench seating and eye-catching blackboard-style murals adorned with periodic tables and food-inspired diagrams. Lab equipment makes a cameo in the space’s signage and even a lighting installation, while traditional lab tables have swapped out their Bunsen Burner outlets for phone charging ones. Yellow-and-black ‘radioactive’ doors add a pop of color.

Customers can place orders ahead of time using an app, or through the store’s tablets. A massive overhead digital clock marks time as orders are prepared on the spot by ‘burgeristas’ in an open kitchen, and customers can mix their own drink ‘beakers’ at a stainless steel drink machine. Low-energy LED lights and induction equipment along with recycled packaging show the brand’s emphasis on sustainability – the brand also sources all of its ingredients from its own vertically integrated farms.

With sales up by 35%, the Burger Lab hypothesis has become accepted theory, and is now being rolled out across the company’s 3,000 outlets throughout Asia.

 


Words by Stephanie Campisi


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