A NEW BRANCH · CONTINUING AN ATMOSPHERE IN A DIFFERENT SPACE

JANGJEONGJEONG SANGAM · Sangam, Seoul

A Different Space, Still Distinctly Jangjeongjeong.

When opening a new branch, what should carry over from the existing store, and what should change?

Stores belonging to the same brand do not all have to look alike. A familiar atmosphere can continue, while the ways people work and spend time in the new space need to be considered again.

At Jangjeongjeong Sangam, we continued the light, texture and energy of cooking that began with the idea of a forge. Looking at photographs of Seolleung and Sangam together, we explore how the same brand takes shape in different spaces.

ATELIER SOW · Interior Design · Construction

The open kitchen and images of fire seen between curved ribs and amber-lit booths at Jangjeongjeong Sangam — Jangjeongjeong Sangam. Repeated curves, warm light and images of fire above the open kitchen come together in one scene.

Before Repeating a Shape, Consider the Impression to Carry Forward.

Jangjeongjeong began with sparks, metal, stone and hammers. Orange light recalling sparks and rough textures were intended to hold the passion and care of the people making the food.

Seolleung and Sangam have different forms. At Seolleung, columns, beams and light spreading across the ceiling catch the eye. At Sangam, curves repeat, with light and dining places continuing between them.

What carries forward is not simply the shape of a particular column or beam. Warm light against a dark background, surfaces that recall the traces of hands, and the sight of food being made create a shared impression of Jangjeongjeong.

Rough circular column and structural beams with orange light spreading across the ceiling at Jangjeongjeong Seolleung — Light and dark surfaces at Seolleung convey the brand’s character, which began with the idea of a forge.

Repeated curved ribs and separate booths, with amber light revealing the wall texture at Jangjeongjeong Sangam — Sangam explores the same impression through repeated curves and scenes of booth seating.

Light That Spread along Beams Continues along Curves.

Where Seolleung’s orange light recalled the sparks of a forge, warm light at Sangam appears along the edges of curves. Dark surfaces and luminous lines are seen together, and the repeated forms become a rhythm within the space.

Continuing a brand’s light does not simply mean placing the same fixtures in the same positions. It also means considering which surfaces the light reaches, what remains dark and how it looks from a seat.

Warm indirect light along a curved edge and dark reflective surfaces at Jangjeongjeong Sangam — A curved detail at Sangam. The relationship between light and darkness continues without copying Seolleung’s forms.

The Story of the Forge Continues in the Open Kitchen.

Jangjeongjeong’s forge is not only about rough materials and dark colours. The process of making a dish by hand, and the passion and care accumulated within it, connect with the story of the space.

At Sangam, moving images of fire and the brand’s name appear above the open kitchen. The fire imagery meets the surrounding warm light, bringing the kitchen and the places where guests sit into one scene.

The photographs also show facing booths and the surfaces that divide them. We considered both showing the energy of cooking and making places for guests to sit and dine.

Open kitchen beneath a moving image of Jangjeongjeong’s name expressed like flames, with booth seating in front at Sangam — The open kitchen, images of fire and dining places in front. The brand’s story meets the way the space is used.

Separate facing booths and rough wall surfaces revealed by amber light at Jangjeongjeong Sangam — Facing booths at Sangam. Light reveals the wall texture, with places to dine beneath it.

The Same Impression, Even When Seen from the Street.

From outside Sangam, a dark façade, warm light filtering through and an entrance carrying the brand’s name are visible. Some of the curves and light inside can also be seen through the glass.

A brand’s atmosphere does not begin only after entering. From the face seen from the street to the surfaces encountered from a seat, we consider how scenes seen at different distances can continue the same impression.

A new branch is not a copy of an existing space. It is a place where the brand’s story is expressed again in another setting.

Sangam seen from the street. A dark background and warm light carry the atmosphere inside to the exterior.

BEFORE A CONVERSATION

Define What to Keep and What to Change, Together.

These questions can help begin a future consultation. With photographs of the existing space and information about the new location, we can start by discussing what should carry forward.

What Makes It Our Brand?

Scenes you like in the existing store, the atmosphere you want customers to experience, and the light, materials, colours and service experience you want to retain.

How Is the New Location Different?

Its location and size, current plans or photographs, entrances, windows, columns and facilities, and operational arrangements that will differ from the existing branch.

What Scope Do You Need?

How the brand should be applied to the space, the design and construction work needed, and your intended schedule and budget. We can help clarify items that are still undecided.

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From the sparks of a hammer to the light of a dining room Within a Larger Place, Still Distinctly Our Store.