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Out and About JHP The Parlour Seuol, South Korea


1 Eat Cake!


JHP helps to create an incredible tea room style store concept named ‘The Parlour’.


The Parlour has been created as one of the best‐kept secrets in the heart of Seoul, South Korea, to be frequented by fashionistas and high‐flying members of the business world looking to escape to a little touch of sophisticated decadence. The theme of The Parlour was developed between JHP and their client to fill a gap in the market for a ‘tea room’ style setting in Korea. JHP was charged with bringing the experience to life, so the design agency developed a whole range of details including everything from the name to the uniforms, with a store concept, visual merchandising and graphics in between. The boutique is specifically targeted towards women, operating as a light coffee stop in the morning, a perfect destination for lunch, and serves canapés and cakes


during the afternoon tea slot. This all culminates in the offer of champagne, cocktails and desserts at night. The interior is entirely decadent, with a focus on luxurious, refined elegance. The space has been split into a sequence of seated spaces and ‘snugs’ to accommodate the varying groups of customers. Statement glass chandeliers hang from the ceiling, whilst marble flooring and marble‐ polished plaster walls add to the sense of glamour.


JHP compiled considerable research to ensure that their design was the perfect fit for the space, which is located in the basement of the fabulous headquarters of SPC Corporation, one of South Korea’s largest restaurant chain operators. “The entire experience of The Parlour is based around fashion. Creating extraordinary food is what SPC Group excels at, so bringing these two elements together was very exciting prospect for us. Since opening we have seen the store being used for new fashion and product launches, as a glamorous meeting venue, or for nightcaps ‐ and that is exactly what we set out to achieve,” stated JHP Managing Director, Steve Collis. The store has not been created for further roll‐out, but the concept has been designed so that it could be replicated in any other of the worlds fashionable cities.


48


Contact:


JHP T: +44 (0) 207 722 3932 www.jhp‐design.com


www.a1retailmagazine.com


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