‘Punoya’ is located in ‘Bukchon’, a neighborhood surrounded by hanok (traditional Korean houses) and situated near’ Anguk’, known for its vibrant F&B hotspots.  While maintaining the core concept of other ‘Punoya’ locations—primarily focused on takeout service—the Bukchon branch offers a unique experience with the option for immediate on-site tasting.

Given the small size of the products, ‘Punoya’ stores have traditionally operated in limited spaces, and the Bukchon branch was no exception. With just  25 square meters of space, the team faced the challenge of establishing the brand’s identity while standing out among well-established businesses in the area.

The path leading from ‘Anguk’ Station to ‘Bukchon’ is already lined with renowned shops and numerous emerging brands. Rather than blending in, we aimed to make a deliberate statement and carve out a distinctive presence. As the designers brainstormed countless ideas, the studio’s primary focus was not merely on designing the store, but on situating the ‘Punoya’ brand right at the heart of Anguk.

Unlike the transient, trend-driven stores that come and go, the studio‘s ’goal was to create a space reflecting Punoya's solid foundation and commitment to sustainable brand renewal—one that honors its heritage while embracing modern boldness.

EVBR's desire was to show both the established foundations of Punoya and their bold vision for the future. They understand that such an approach could disrupt the existing order or be seen as an unwelcome intrusion. However, rather than shy away from this challenge, the team embraced it and incorporated it into the design concept. EVBR focuses on exploring how various objects are arranged and interacted with each other to create a dynamic, engaging experience in a space.