Scandurra Studio Architettura of Milan has designed the first Peck concept store, in Seoul. The first outlet in Korea of this brand of Milanese culinary excellence represents a model that can be repeated: Peck, in fact, is planning to launch a series of concept stores around the world, offering traditional Milanese food and the excellent products of Italian gastronomy, along with a selection of fine wines.
The project is divided into two parts: one that can be repeated, representing the identity of Peck, through narration of the Milanese and Italian food tradition; and the other that reflects the values of the brand in keeping with the local codes of the host country, different in each case.
For Seoul the project applies precise strategies in the client-sales relationship: the need was to show that the prepared foods are made with the same ingredients displayed on the shelves, all carefully selected. To do this, the layout features areas for live preparation, consumption and sales. There is also a space for information and training: a kitchen in which to learn about Italian culinary culture.
The materials (wood, brass, curved glass, glazed ceramics, worked and assembled stones) evoke Italian craftsmanship; elements of the Milanese architectural tradition have been inserted, from the early 20th century, with Viennese Secessionist influences, alongside more contemporary features.
To maintain Italian levels of high quality, the project combines Italian know-how with local crafts skills: the construction of the store required four months of work by specialized teams of about fifty persons, where local artisans were joined and supported by Italian experts.