The Saemaul Original Korean BBQ Restaurant project marks a pivotal milestone in the brand’s global expansion, transcending the scope of a single overseas outlet.
Its prime location, distinctive design language, and differentiated menu offerings collectively establish a competitive advantage in Hong Kong’s densely contested F&B sector.

Looking ahead, the Hong Kong branch is poised to serve as a strategic regional hub, ensuring operational consistency and brand integrity that will underpin Saemaul’s broader international growth ambitions.
Saemaul Original Korean BBQ stands as a premium reference case, exemplifying the scalability and viability of Korean dining brands in the global marketplace.

Project details

Construction Duration

~4 months

Location

Tsim Sha Tsui, Hong Kong

Signature materials

Warm timber finishes
Metallic accents
Full-height glass façade
Custom signage with LED illumination
Retro decorative props and graphics

Area

4000 sqft.

Year

2024

CONCEPT & DESIGN INTENT

The design of Saemaul Original Korean BBQ Restaurant was driven by a clear intent: to translate the brand’s strong Korean identity into a contemporary dining environment that appeals to a global, urban clientele.

The concept is anchored in Saemaul’s signature red, delivering immediate brand recognition and emotional resonance tied to its Korean flagship origins.
The design sought to blend retro sentiment with modern aesthetics, creating a dining atmosphere that feels both nostalgic and current.
Visual storytelling was prioritized, using decorative props and graphics to immerse customers in the brand narrative, elevating the dining experience beyond food alone.

The result is a space that balances functionality for busy F&B operations with a distinctive, enduring aesthetic that can be replicated for future global expansions.

SPATIAL STRATEGY / PLANNING LOGIC

Given its approximately 4,000 sq ft footprint, the spatial layout was planned with a focus on:

Efficient Circulation: Clear pathways guide customer flow from entrance to seating, ensuring smooth traffic even during peak hours.
Zoning: Strategic division of zones—for waiting, dining, and service—optimizes operational efficiency while allowing flexibility in seating arrangements to accommodate groups of varying sizes.
Visual Connectivity: An open plan design preserves sightlines across the restaurant, reinforcing the sense of spaciousness and allowing the vibrant interior design to remain visible from the street through the glass façade.
Brand Visibility: The full-height glass façade and prominent LED signage maximize visibility, inviting passersby into the space and establishing Saemaul as a recognizable presence on Prat Avenue.

GALLERY

MATERIALITY & DETAILING

The selection of materials and details was critical in achieving the desired retro-contemporary aesthetic:

Key Finishes: Warm wooden textures infuse natural warmth and hospitality.

Metallic accents introduce a modern touch and visual contrast, evoking an urban feel. Saemaul’s bold red color is featured in key elements, maintaining brand consistency.

Lighting Strategies: Layered lighting design combines ambient and accent lighting to enhance the dining environment and highlight key feature areas, such as signage, wall graphics, and focal décor elements.

Warm color temperatures promote comfort and invite prolonged dwell time.

Storytelling Elements: Retro posters, Korean cultural props, and wall graphics contribute to a rich storytelling atmosphere, transforming the space into a narrative-driven dining experience.

Sustainability Measures: Although the project necessitated significant rebuilding, material choices prioritized durability and ease of maintenance, thereby supporting longevity and sustainable operations in a high-traffic environment.

PROJECT GOALS & OUTCOMES

The concept is anchored in Saemaul’s signature red, delivering immediate brand recognition and emotional resonance tied to its Korean flagship origins.
The design sought to blend retro sentiment with modern aesthetics, creating a dining atmosphere that feels both nostalgic and current.
Visual storytelling was prioritized, using decorative props and graphics to immerse customers in the brand narrative, elevating the dining experience beyond food alone.

The result is a space that balances functionality for busy F&B operations with a distinctive, enduring aesthetic that can be replicated for future global expansions.

COLLABORATION & CONSTRAINTS

Key Partners:

Design & Build Partner: Innodeco, whose collaboration ensured high-quality design execution and adherence to brand standards across all phases of the project.

Constraints & Challenges:

Technical Complexity: Complete demolition and rebuilding of MEP (mechanical, electrical, plumbing) systems, particularly HVAC and kitchen infrastructure.
Regulatory Compliance: Navigating Hong Kong’s stringent building codes and regulatory environment required meticulous planning and documentation.
Brand Consistency: Ensuring fidelity to Saemaul’s Korean flagship aesthetic while accommodating the expectations of the local Hong Kong market.

Resolution Strategies:

Close coordination between Innodeco, local contractors, and regulatory authorities to expedite approvals and technical solutions.
Detailed planning and phased execution to manage time constraints without compromising quality.
Consistent dialogue between stakeholders to align design intent, operational requirements, and brand values.