교촌필방
KYOCHON PILBANG
DESIGN NONESPACE
CONSTRUCTION NONESPACE
PHOTOGRAPH Jang Hyunseok, Eenomsiki
SITE 127 Bogwang-ro, Yongsan-gu, Seoul
USAGE Pub & Restaurant
1991년 구미 작은 동네에서 시작한 교촌치킨은 "정도경영"이라는 슬로건을 바탕으로 약 500개의 치킨 브랜드 사이에서 이제는 누구나 아는 대한민국의 치맥 문화를 선도하는 국민 브랜드로 성장한 기업이다. 치킨가격 및 배달비 인상의 이슈가 있지만, 기업의 내면을 깊숙이 살펴보면 가맹점주의 수익구조를 생각한 상생경영, 폐점률 0%, 타협 없이 75번의 붓질로 만들어진 치킨, ESG 경영 등, "정도경영"이라는 철학을 중심으로 한 착한 기업이라는 것을 쉽게 알 수 있다. 16년도 이후 광고모델을 사용 하지 않는 파격적인 마케팅으로 음식의 본질에 집중한 교촌은 22년 경쟁사들이 28%, 15%의 영업이익률을 기록할 때 2%때의 저조한 이익률을 기록하며 차별성 있는 메뉴와 맛에도 불구하고, 특히 MZ세대의 외면을 받는 부분이 안타까웠다. 이에 우리는 브랜드의 본질을 반영한 공간으로 MZ세대와 접점을 만들고 진정성을 알릴 수 있는 공간을 만들고자 했다.
고객들을 위해 점주들의 손목이 갈린다고 표현하는 붓질로 완성되는 브랜드의 본질, 이태원에 위치한 장소성을 근거한 창작자들의 문화공간, 30년의 헤리티지를 품고 현재 K-FOOD의 중심에 있는 치맥 문화를 알릴 수 있는 ‘교촌필방’의 컨셉이었다. 문방사우와 서화 재료를 취급하여 ‘묵객’들의 시대적인 지성과 예술을 논의하는 중심지이자 예술 활동을 바탕으로 좋은 재료를 발굴하고 연구하는 공간이었던 과거의 ‘필방’의 정신을 계승하여 소스를 개발하고 질 좋은 재료와 레시피를 개발하는 공간이다.
고객들을 위해 점주들의 손목이 갈린다고 표현하는 붓질로 완성되는 브랜드의 본질, 이태원에 위치한 장소성을 근거한 창작자들의 문화공간, 30년의 헤리티지를 품고 현재 K-FOOD의 중심에 있는 치맥 문화를 알릴 수 있는 ‘교촌필방’의 컨셉이었다. 문방사우와 서화 재료를 취급하여 ‘묵객’들의 시대적인 지성과 예술을 논의하는 중심지이자 예술 활동을 바탕으로 좋은 재료를 발굴하고 연구하는 공간이었던 과거의 ‘필방’의 정신을 계승하여 소스를 개발하고 질 좋은 재료와 레시피를 개발하는 공간이다.
공간을 기능적으로 조직하는 일 뿐만 아니라, 공간의 의미를 담는 과정이 필요했고, 정체성을 형성하는 과정에서 경험을 통해 브랜드의 가치를 심어주고자 했다. 단순히 교촌의 아카이브와 헤리티지를 시각적으로 직관적이게 보여주는 것이 아니라 공간 속에 몸을 움직이며 숨겨져 있는 브랜드 철학을 익히고 이해시키는 게 우리들의 설계의 핵심 목표였다. 공간은 홀 내부로 바로 이어지지 않고 스피크이지 방식으로 붓을 당기면 들어갈 수 있게 구성했다. 이태원의 지역성을 담기 위함이었는데 다양한 계층들이 모여 있는 방문객들에게 호기심을 자극시키고 트래픽이 생기도록 유도했다. 방문객들이 동선이 막혀 멈춰 서서 기존 틀에서 충돌하게 되고 그 안에서 사유하게 되며 자연스럽게 교촌의 철학을 직,간접적으로 느낄 수 있도록 했다. 공간을 통해 방문객들이 기능, 감성적 만족을 넘어 의미를 찾는 결과를 도출하고, 공간에 대한 기억이나 그 장소에 관해 전해진 공간의 스토리로 교촌의 진정성이 알려지길 희망한다.
Founded in 1991 in a small town in Gumi, Kyochon Chicken began with the slogan “Jeongdo Management”—a philosophy rooted in integrity and righteousness. Among nearly 500 chicken brands in Korea, Kyochon has grown into a national brand that leads the country’s iconic chimaek (chicken-and-beer) culture, now familiar to everyone.
While there have been debates over rising chicken prices and delivery fees, a deeper look into the company reveals its true nature: coexistence management that prioritizes franchise owners’ profitability, a zero closure rate, 75 meticulous brush strokes applied to each piece of chicken without compromise, and a strong commitment to ESG principles. At its core, Kyochon is a conscientious brand built upon the philosophy of “Jeongdo Management.”
Since 2016, Kyochon has boldly refrained from using celebrity endorsements, choosing instead to focus on the essence of food itself. However, despite its distinct menu and quality, in 2022 the company recorded a modest 2% operating profit margin—far below competitors at 28% and 15%. The brand’s sincerity and craftsmanship were evident, yet it struggled to emotionally connect with the MZ generation. To bridge this gap, we sought to create a space that reflects the brand’s essence, establishing genuine engagement with younger audiences and conveying authenticity through experience.
The concept, “Kyochon Pilbang,” draws inspiration from both the brand’s craftsmanship and the cultural context of Itaewon. The word Pilbang refers to a brush studio—a place where scholars and artists of the past gathered to discuss art and philosophy, refining their craft and discovering quality materials. We reinterpreted this as a modern creative lab, where sauces, ingredients, and recipes are developed with the same meticulous spirit as calligraphy and ink-making. It becomes a cultural workshop that inherits the legacy of artistry and intellectual depth, while representing the effort, sincerity, and craftsmanship embodied in every brush stroke—the very act said to wear down the wrists of Kyochon’s franchise owners.
Our goal was not only to organize the space functionally but to infuse meaning into the spatial experience. Rather than simply displaying archives or heritage visually, we wanted visitors to learn and internalize the brand’s philosophy through movement and immersion.
The entrance does not lead directly into the main hall—it is hidden behind a speakeasy-style mechanism, where one must pull a brush to enter. This gesture was inspired by Itaewon’s diverse cultural fabric, designed to evoke curiosity among visitors from all walks of life and naturally generate flow and interaction. When visitors pause, navigate blocked paths, and encounter unexpected transitions, they are prompted to reflect—experiencing Kyochon’s philosophy both directly and indirectly.
Through this space, we aim for visitors to move beyond functional or emotional satisfaction, arriving instead at a sense of meaning—one rooted in memory and story. We hope that through these layered experiences, the sincerity of Kyochon will not only be seen but deeply felt and remembered.
While there have been debates over rising chicken prices and delivery fees, a deeper look into the company reveals its true nature: coexistence management that prioritizes franchise owners’ profitability, a zero closure rate, 75 meticulous brush strokes applied to each piece of chicken without compromise, and a strong commitment to ESG principles. At its core, Kyochon is a conscientious brand built upon the philosophy of “Jeongdo Management.”
Since 2016, Kyochon has boldly refrained from using celebrity endorsements, choosing instead to focus on the essence of food itself. However, despite its distinct menu and quality, in 2022 the company recorded a modest 2% operating profit margin—far below competitors at 28% and 15%. The brand’s sincerity and craftsmanship were evident, yet it struggled to emotionally connect with the MZ generation. To bridge this gap, we sought to create a space that reflects the brand’s essence, establishing genuine engagement with younger audiences and conveying authenticity through experience.
The concept, “Kyochon Pilbang,” draws inspiration from both the brand’s craftsmanship and the cultural context of Itaewon. The word Pilbang refers to a brush studio—a place where scholars and artists of the past gathered to discuss art and philosophy, refining their craft and discovering quality materials. We reinterpreted this as a modern creative lab, where sauces, ingredients, and recipes are developed with the same meticulous spirit as calligraphy and ink-making. It becomes a cultural workshop that inherits the legacy of artistry and intellectual depth, while representing the effort, sincerity, and craftsmanship embodied in every brush stroke—the very act said to wear down the wrists of Kyochon’s franchise owners.
Our goal was not only to organize the space functionally but to infuse meaning into the spatial experience. Rather than simply displaying archives or heritage visually, we wanted visitors to learn and internalize the brand’s philosophy through movement and immersion.
The entrance does not lead directly into the main hall—it is hidden behind a speakeasy-style mechanism, where one must pull a brush to enter. This gesture was inspired by Itaewon’s diverse cultural fabric, designed to evoke curiosity among visitors from all walks of life and naturally generate flow and interaction. When visitors pause, navigate blocked paths, and encounter unexpected transitions, they are prompted to reflect—experiencing Kyochon’s philosophy both directly and indirectly.
Through this space, we aim for visitors to move beyond functional or emotional satisfaction, arriving instead at a sense of meaning—one rooted in memory and story. We hope that through these layered experiences, the sincerity of Kyochon will not only be seen but deeply felt and remembered.
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