Jeong-Ji 정지
Neo-Korean Steakhouse Design Proposal
Project
Freelance Work 20'
(Plan drawing, 3D rendering etc)
Type
Restaurant Design Proposal
Size
434,1359 m2
(4,674 ft2)
Location
American Dream Mall, East Rutherford, New Jersey, USA
Design with
Dylana Kim
(EIDOS Studio)
Main Hall U-Shape Table, High Chair with Graphic wall, Open Kitchen Bar and Banquette area
Project Jeong-Ji was for a launching Korean BBQ restaurant located in the new shopping mall building in New Jersey, USA. American Dream Mall where it located is a new shopping mall with an indoor theme park for family and various food experiences. After the target research, we positioned the restaurant as a trendy and artful restaurant for young couples and family.
Concept
“Jeong-Ji(정지)” in Korean, means the room for kitchen in a Korean traditional house, and also it represents a fundamental space of the house in another way. To make the continuity of the brand’s value and food philosophy with the interior design, we came up the concept of Korean traditional feast or banquet; Janchi (잔치).
Images of Korean traditional feast or banquet ; Janchi(잔치)
While we had an intense meeting with clients and chef, we derived the interior design direction which is “ESSENSE OF TRADITION” , “NEW TRADITIONAL: BOLD & WIT” for our target.
TRADITIONAL AESTHETIC
BOLD & WIT
Layout
ISO 1F/2F (Slide 1) , Floor Plan 1F (Slide 2)
Mainly used nature and warm material for cosy atmosphere however, we integrated a bold & modern touch in the space for a unique and playful experience to customers.
Jeong-Ji layout is representing Korean traditional house. For example, the main hall is ‘courtyard’ of the restaurant with high ceiling and open kitchen. Banquette seatings have wooden ceiling and a rafter-like ornament which is called "Seo-ka-re (서까래)". Private room is introduced alongside banquette seatings with a wooden floor and a foundation stone, which can be presented as part of Korean traditional house.
There is a U-Shape table as a centrepiece in the main hall where people can sit along with one communal table with their BBQ. It’s highlighted space where customers can have their own “Janchi(잔치)” with rich food experience and communication with a chef.
On the other hands, the banquette area and private room are distinguished with lower ceiling. This enclosed area akin to traditional guest room providing family customers more cosy atmosphere and privacy at the same time.
Design
Store Front
Private Room
W/C
Longitudinal Section 1 Banquette Seating Side
A
A'
B
B'
Store Front
Open Kitchen / Kitchen Bar
Main Hall with U-Shape Table
Bar lounge
Longitudinal Section 2 Main Hall Side
Cross Section A-A' with a partition open/close
Cross Section B-B' 3D Display Wall, Bar Lounge
Storefront with a moving red-tinted window
Storefront view Open/ Closed
There are also Entrance hall, Bar lounge, 3D printing Display Wall, and w/c and even staff room are designed deliberately for special Jeong-Ji experiences ;
Crossing between Modern & Traditional, Natural & Simple Design.
3D printing Display Wall
Open Kitchen
Hanging Object, Bar BBQ Table
Private Room View(Closed)
Interior View (Back)