Peacock Kitchen, Seoul

Street food has become the defining cliche of retail over the past few years, but that doesn’t mean that it has lost its charm.

The street van has become a symbol of entrepreneurial expertise, allowing talented chefs to launch small businesses with low overheads as a test bed for more permanent locations elsewhere and later on.

Indeed some of the hottest food brands of the past few years started out on street corners or in pop up food markets.

As hospitality becomes the key driver for retail; in our cities, malls and department stores, there is a constant battle to offer ever more engaging and expert experiences.

Cada are a world class agency with a superb portfolio of food projects which span the globe. They have worked their magic again, here in Seoul.

Seoul is a hotbed of retail innovation and the department store sector is huge. Peacock Kitchen is an artisan world food court at the new Emart super centre in Seoul, owned by the mighty Shinsegae group.

They commissioned London based Cada design to create the concept based upon an authentic journey through the world of international food.

The result is a food hall with fifteen food zones; from Vietnamese and Indian, to Italian and American.

Every station has a unique and authentic point of difference; from the fresh rice noodles at the Pho counter, to the stone baked pizza.

The design is slick, industrial chic and our favourite elements are the vintage airstream van and the brightly surreal ‘Potato and Lemonade’ van.

We love it!