A culture smash
Chimaek is South Korea's answer to the perfect pairing. Some say it truly began 600 years ago, others that it didn't properly take off until the 1970s, but regardless it's clear that fried 'chikin' and beer is here to stay. The biggest question of course was how do you represent this dish as an environment? How do you blend vibrant K-pop with gritty Brooklyn? Following extensive research, our strategists identified that the common force behind both K-pop and Brooklyn craft was attitude. Lots and lots of attitude.
Our creative solution was to overlay the vibrancy of modern-day Seoul onto the urban chic of Brooklyn, however to ensure we successfully landed this eclectic combo we first immersed ourselves in both worlds. Intricate florals are aged and rearranged with bright neons and angular geometry. The strategy behind the name itself was to focus more on pronunciation and impact than story - adapting the city of "Gimpo" in South Korea with a hard K to create something new, and so Kimpo was born, soon to be branded into bao buns, melted into ice and illuminated in bright neons throughout the space.
Bold flavour. Bolder design.
Name and logo agreed, now came the really fun bit – serving up chimaek in a way that’s never looked cooler or more finger-licking - and that's all about setting. While taking its prime influence from Korea, Kimpo’s accessible bar and eatery also pays heavy homage to the warehouse vibe of Brooklyn. The hard industrial shell was brought to vivid life with neon lighting and original K-pop artwork, yet softer touches also lay in wait with pockets of plush seating, intricate Korean detailing and controlled bursts of colour.
Then we took it up a level on the first floor. If the ground floor is Brooklyn meets Seoul warehouse, this is your 'secret backstreet meet' kind of place. With the cutting-edge elements of cyber punk neons and graffiti this is your hidden gem for business meets and after work drinks that go deep into the night. Clever use of lighting makes it dark yet intimate. Industrial rough wall finishes contrast with the plush furnishing and intricate Korean detailing. This is Kimpo’s secret trump card that will have foodies and party goers eager to come back for more.