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.
푸라닥 치킨 홍콩은 정관오와 타이콕추이에 전략적으로 위치한 두 개의 지점을 통해 프리미엄 한국식 프라이드치킨 브랜드로 빠르게 자리매김했습니다. 이 두 지점은 인구 밀도가 높은 주거 지역의 가정과 교통 및 쇼핑몰 허브 인근의 고소득 도시 소비자라는 뚜렷한 고객층을 타겟으로 하며, 노출과 고객 도달 범위를 극대화하고 있습니다.
매장 디자인은 푸라닥의 시그니처 컬러인 블랙, 화이트, 골드, 실버와 몰입감 넘치는 공간 레이아웃을 통해 푸라닥의 고급스러운 정체성을 반영합니다. 복잡한 부지 조건과 촉박한 공사 일정에도 불구하고, 에노치데코의 탄탄한 프로젝트 수행 덕분에 두 지점 모두 예정대로 완공되었습니다. 앞으로 푸라닥 치킨의 성공은 글로벌 정체성을 훼손하지 않으면서 지역 내 참여를 강화하는 데 달려 있습니다. 주요 제안 사항은 메뉴 현지화, 매장을 체험형 K-컬처 허브로 전환, 아시아 플랫폼 전반의 디지털 입지 강화, 그리고 확장 및 브랜드 확장을 위한 전략적 파트너십 구축입니다.
명확한 프리미엄 위치와 확장 가능한 컨셉을 갖춘 Puradak은 식품 서비스를 넘어 아시아 F&B 분야 전반의 문화 및 라이프스타일 브랜드로 성장 할 수 있는 좋은 위치에 있습니다.
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
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.
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.
PURADAK CHICKEN
PARK CENTRAL
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