Shinsegae Department Store has unveiled a new food hall, "Twelve," in Cheongdam-dong, Seoul. Twelve is a space focused on healthy lifestyles and emphasizing the keywords "wellness, sustainability, and community." Collaborating with the Shinsegae brand team, the store implemented a unified identity that encompasses the entire store experience, from packaging to the eco-friendly lunch campaign. The design is characterized by bold forms and a focus on pure ingredients.
Twelve, located on the basement level of House of Shinsegae Cheongdam, is designed with the concept of a food hall that feels like flipping through a fashion magazine. Divided into Twelve Kitchen and Twelve Wonder Bar, the space offers a lifestyle experience beyond simple grocery shopping and dining. The product display style borrows from the showcase structure of fashion stores, intuitively revealing the colors and textures of the ingredients.
Twelve Kitchen is a global gourmet deli that reinterprets culinary cultures from around the world, using Twelve's unique standards. Its meticulously crafted menu, from ingredient selection to cooking method, offers a wide range of options, including combo menus and grab-and-go wood-fired pizzas. Its strength lies in its light, yet sophisticated presentation.
The co-operating Twelve Wonder Bar focuses on wellness drinks. It offers daily health benefits through smoothies and juices made with nutritious ingredients like ginseng, maca, hemp seed, and kale, blended on the spot. Visitors can choose from a menu tailored to their individual needs and goals.
