KFC Beomgye Station
Brand
KFC Korea
Role
Spatial & Brand Designer
Industry
Global QSR / F&B Retail
Year
2025
Context
As the Senior Brand Designer, I was tasked with the spatial identity renewal of the KFC Beomgye Station Flagship Store. The goal was to break away from the traditional fast-food image. We aimed to create an immersive brand experience that resonates with a younger, trend-sensitive demographic.
Challenges
We faced a critical bottleneck: severe resource constraints and an aggressively tight timeline. The project demanded a radically new spatial concept that broke away from existing guidelines. However, traditional architectural visualization methods (rendering from scratch) were too slow to explore the necessary breadth of creative options within the deadline. We needed a way to visualize "the unseen" instantly.
Solution
AI as a Creative Co-pilot I implemented a Generative Design Workflow to accelerate the ideation phase, utilizing Midjourney and ChatGPT as core tools. • AI-Powered Ideation: Used ChatGPT to brainstorm architectural narratives and keywords that align with the brand's future vision. • Rapid Visualization (Envisioning): Leveraged Midjourney to generate 20+ high-fidelity concepts for the building facade and interior atmosphere in a matter of hours. • From Prompt to Reality: Curated and refined these AI-generated drafts into actionable 3D designs and construction blueprints, bridging the gap between digital imagination and physical execution.
Impact
Efficiency Meets Profitability By integrating AI into the design process, I successfully launched a high-performing flagship store with record-breaking efficiency. • 39.7% Profit Increase: The revitalized spatial experience directly contributed to a significant boost in operating profit. • 66% Time Reduction: Reduced the concept planning phase to 1/3 of the time compared to the previous 2024 Apgujeong Flagship project. • Process Innovation: Established a new agile workflow for spatial design, proving that AI can drastically reduce lead times while enhancing creative quality.
