교촌필방오마카세 | 묵암(嘿暗)
KYOCHN PILBANG
FINE DINING | MUKAM
DESIGN NONESPACE
CONSTRUCTION NONESPACE
PHOTOGRAPH Septto
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 of integrity and righteousness in business. From among nearly 500 fried chicken brands, it has grown into a national brand that leads Korea’s iconic chimaek (chicken & beer) culture, now recognized by everyone.
While the brand has faced public debates about rising chicken and delivery prices, a closer look inside the company reveals a different story: coexistence management that prioritizes franchisee profitability, a zero closure rate, chicken crafted through 75 uncompromising brush strokes, and a commitment to ESG management. At its core, Kyochon has remained a principled and conscientious company rooted in its founding philosophy of “Jeongdo Management.”
Since 2016, Kyochon has made the bold decision to abandon celebrity endorsements, focusing instead on the essence of food itself. However, despite its differentiated flavors and menu innovation, the company’s operating profit rate remained modest—around 2% in 2022, while competitors recorded 28% and 15%—and its distance from the MZ generation became apparent. To bridge this gap, we sought to create a space that reflects the brand’s essence, reconnects with the younger generation, and conveys its authenticity through experience.
The concept, “Kyochon Pilbang,” draws from both the brand’s craftsmanship and the cultural context of its Itaewon location. The word Pilbang refers to a brush studio—a place where scholars and artists of the past gathered to discuss art, intellect, and philosophy while refining the finest materials for ink and paper. Inspired by this, Kyochon Pilbang becomes a modern creative lab—a space where sauces, ingredients, and recipes are developed with the same care and devotion that once went into making ink and brushes. It symbolizes the heritage of artisanship, embodied in the brush strokes that define Kyochon’s cooking process—often said to wear down the wrists of franchise owners in their dedication to quality.
Our design approach went beyond functional organization. The goal was to embed meaning within the space itself, shaping identity through experience rather than display. Instead of simply exhibiting Kyochon’s archives and heritage visually, we designed an environment where visitors physically engage with the space, discovering the brand’s philosophy intuitively and emotionally.
The entrance does not lead directly into the main hall but is hidden behind a speakeasy-style mechanism—visitors must pull a brush to enter. This gesture both surprises and intrigues, reflecting Itaewon’s diverse and dynamic urban culture. By encouraging people to pause, collide with unfamiliar boundaries, and reflect, the space allows them to experience Kyochon’s values—directly and indirectly—through movement and interaction.
Ultimately, Kyochon Pilbang aims to transform visitors’ experiences beyond function or emotion—toward meaning. Through the stories embedded in the architecture and the memories formed within the space, we hope the authentic spirit of Kyochon will be felt, shared, and remembered.
While the brand has faced public debates about rising chicken and delivery prices, a closer look inside the company reveals a different story: coexistence management that prioritizes franchisee profitability, a zero closure rate, chicken crafted through 75 uncompromising brush strokes, and a commitment to ESG management. At its core, Kyochon has remained a principled and conscientious company rooted in its founding philosophy of “Jeongdo Management.”
Since 2016, Kyochon has made the bold decision to abandon celebrity endorsements, focusing instead on the essence of food itself. However, despite its differentiated flavors and menu innovation, the company’s operating profit rate remained modest—around 2% in 2022, while competitors recorded 28% and 15%—and its distance from the MZ generation became apparent. To bridge this gap, we sought to create a space that reflects the brand’s essence, reconnects with the younger generation, and conveys its authenticity through experience.
The concept, “Kyochon Pilbang,” draws from both the brand’s craftsmanship and the cultural context of its Itaewon location. The word Pilbang refers to a brush studio—a place where scholars and artists of the past gathered to discuss art, intellect, and philosophy while refining the finest materials for ink and paper. Inspired by this, Kyochon Pilbang becomes a modern creative lab—a space where sauces, ingredients, and recipes are developed with the same care and devotion that once went into making ink and brushes. It symbolizes the heritage of artisanship, embodied in the brush strokes that define Kyochon’s cooking process—often said to wear down the wrists of franchise owners in their dedication to quality.
Our design approach went beyond functional organization. The goal was to embed meaning within the space itself, shaping identity through experience rather than display. Instead of simply exhibiting Kyochon’s archives and heritage visually, we designed an environment where visitors physically engage with the space, discovering the brand’s philosophy intuitively and emotionally.
The entrance does not lead directly into the main hall but is hidden behind a speakeasy-style mechanism—visitors must pull a brush to enter. This gesture both surprises and intrigues, reflecting Itaewon’s diverse and dynamic urban culture. By encouraging people to pause, collide with unfamiliar boundaries, and reflect, the space allows them to experience Kyochon’s values—directly and indirectly—through movement and interaction.
Ultimately, Kyochon Pilbang aims to transform visitors’ experiences beyond function or emotion—toward meaning. Through the stories embedded in the architecture and the memories formed within the space, we hope the authentic spirit of Kyochon will be felt, shared, and remembered.
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