Designing a distinctive brand experience for a Korean fast casual restaurant chain through an immersive dining space. Taking inspiration from the bright lights and fast-paced city vibe of Korea, the space is an interpretation of the result of rapid renewal within modern cities. Using elements like repurposed industrial metal containers as seats and factory-like piping throughout the outlet, we injected new personality. Transporting customers into Jjinjjia Chicken’s whimsical utopia.