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Lenwich Shinsegae
Seoul, Korea
Shinsegae, a renowned department store in the vibrant heart of Seoul’s Gangnam district, attracts a steady stream of visitors, many seeking the authentic taste of a New York-style sandwich.
In our vision to transform this space into a true NYC sandwich shop experience, we set out to capture the essence of a classic New York eatery.
Every design element was carefully chosen to offer a brief yet immersive experience and evoke the timeless charm of the city: we adorned the shelves with an array of spices, incorporated warm, exposed brick walls, and laid polished concrete floors. The tin metal ceiling and globe light fixtures further transport guests to the unmistakable energy of New York City.
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