Puradak Chicken Hong Kong has quickly positioned itself as a premium Korean fried chicken brand through two strategically located branches in Tseung Kwan O and Tai Kok Tsui. These locations target distinct market segments—families in densely populated residential zones and high-spending urban consumers near transportation and mall hubs—maximizing exposure and customer reach.

The store design reflects Puradak’s upscale identity through a signature black, white, gold, and silver palette, as well as immersive spatial layouts. Despite complex site conditions and tight construction timelines, both locations were delivered on schedule, thanks to strong project execution by Enochdeco. Looking ahead, the brand’s success lies in deepening local engagement without compromising its global identity. Key recommendations include localizing the menu, turning stores into experiential K-culture hubs, boosting digital presence across Asian platforms, and forming strategic partnerships for expansion and brand amplification.

With a clear premium position and a scalable concept, Puradak is well placed to grow beyond foodservice—into a cultural and lifestyle brand across the Asian F&B landscape.

Project details

Construction Duration

~2.5 months

Location

Park Central, TKO., Hong Kong.

Signature materials

Glossy white porcelain floor tiles with seamless reflective finish
Custom gold-tone stainless steel trims and signage, reinforcing the brand’s premium identity
Matte black high-gloss lacquer panels with inset illuminated logos
Feature wall with patterned geometric wallpaper in taupe tones for texture and depth
White mosaic tiles with soft herringbone layout at the counter front
Integrated LED strip lighting along counters and signage for added contrast and dimension
Upholstered white leatherette dining chairs paired with black laminate tabletops
Open display shelving with spotlighting for branded packaging presentation

Area

1400 sqft.

Year

2022

CONCEPT & DESIGN INTENT

Puradak Chicken’s design vision for Hong Kong is firmly anchored in delivering a modern, premium dining experience that resonates with the brand’s upscale Korean identity while thoughtfully adapting to local expectations.

The signature color palette of Gentle Black, Pure White, Antique Gold, and Cool Silver is intentionally selected to evoke sophistication, clarity, and understated luxury.

Three-dimensional spatial elements and bold geometric forms contribute to a visually striking, contemporary aesthetic.

The overall design strikes a balance between brand consistency and subtle local cues, ensuring the spaces feel both globally recognizable and contextually relevant to Hong Kong’s urban consumer base.

SPATIAL STRATEGY / PLANNING LOGIC

Each restaurant’s spatial planning is strategically driven by efficient circulation, clear zoning, and maximizing experiential value:

Guest Flow: Entry sequences are designed to create impactful first impressions, leading customers through high-visibility ordering and dining zones without congestion.

Zoning:

Dining areas are designed to encourage dwell time while maintaining a sense of intimacy, which is particularly important for family and small-group dining.

Service zones and back-of-house operations are laid out to ensure fast, efficient operations supporting Puradak’s high service standards.

Adaptability: Spaces are flexible to accommodate future experiential events (e.g., K-culture workshops, tastings), aligning with the brand’s ambitions beyond just food service.

GALLERY

MATERIALITY & DETAILING

Puradak’s interiors are characterized by meticulous material selections and detailing that enhance brand perception:

Finishes:

Utilization of premium materials, including brushed metals in antique gold and superb silver finishes, contrasts with high-gloss and matte black surfaces to create visual depth.

White surfaces and light finishes offer brightness and spatial clarity, critical in Hong Kong’s compact urban interiors.

Lighting:

Integrated ambient and accent lighting highlights key brand features and adds depth to the design.

Layered lighting strategies create a dynamic atmosphere, adaptable for different times of day and operational modes.

Sustainability:

While sustainability is not overtly highlighted, there’s growing potential for integrating eco-friendly materials and energy-efficient systems in future expansions to reinforce brand responsibility and appeal to eco-conscious consumers.

PROJECT GOALS & OUTCOMES

The signature color palette of Gentle Black, Pure White, Antique Gold, and Cool Silver is intentionally selected to evoke sophistication, clarity, and understated luxury.

Three-dimensional spatial elements and bold geometric forms contribute to a visually striking, contemporary aesthetic.

COLLABORATION & CONSTRAINTS

Key Partners:

Enochdeco served as the principal design and build partner, providing integrated services from concept design through construction execution.Coordination with mall management teams (Park Central and Olympian City) ensured adherence to site-specific regulations and operational requirements.

Engagement with brand stakeholders in Korea to safeguard global brand standards while enabling local adaptations.

Site-Specific Challenges & Resolutions:

Tight Timelines: Each branch required the complete demolition of its previous interior, demanding precise scheduling and a rapid construction turnaround within a two-month timeframe.

Resolved through proactive project management, overlapping design development with procurement, and efficient on-site coordination.

Local Adaptation vs. Brand Consistency: Balancing Puradak’s global brand identity with Hong Kong market expectations necessitated careful design calibration.

Addressed via collaborative design workshops and regular communication with Puradak’s Korea headquarters to validate localized decisions.

Mall Constraints: Stringent working hours and noise restrictions in shopping malls required meticulous logistics planning.

Managed through phased works and off-hours construction where permitted.