KFC Apgujeong Rodeo
Flagship Store Design
Brand
KFC Korea
Role
Spatial & Brand Designer
Industry
Global QSR / F&B Retail
Summary
KFC Apgujeong needed to stop feeling like a fast-food chain and start feeling like a destination. I translated KFC's legacy brand heritage into an immersive physical environment, reinterpreting the classic American diner into a modern Burger Pub concept.
Context
KFC needed to redefine its physical presence in Korea to appeal to the trend-sensitive MZ generation, shifting perception from legacy fast-food to lifestyle destination.
The Challenge
Create a bold spatial identity that honors KFC's retro heritage while feeling genuinely modern, without losing the brand's core recognizability.
My Approach
The initial concept was to design Colonel Sanders' secret hideout. The idea was that Sanders himself was secretly a die-hard fan, with football jerseys hanging on the walls and a full lineup of draft beer taps. Quirky, specific, and full of personality. The concept didn't make it through global approval. But the spirit of it, a space with character and hidden depth, carried into the final direction. KFC Korea's CEO loved the Burger Pub concept, and it became the foundation for everything that followed.
Solution
• Reinterpreted the classic American diner into a modern Burger Pub concept, dividing the space into distinct dining and bar zones. • Designed custom physical touchpoints including signature bucket-shaped lighting, evoking Colonel Sanders' hideout. • Integrated the masterbrand identity cohesively across every step of the physical customer journey.
Impact
• 17.7% increase in revenue • 469.4% surge in operating profit YoY • KFC repositioned as a lifestyle destination for the MZ generation
