Luxury brands join forces with Korean talent to open new spots in Seoul
Despite the reintroduction of strict restrictions on operating hours of restaurants and the number of diners due to the pandemic, global brands and chefs continue to eye Seoul as their next destination. From big name fashion brand Gucci’s restaurant to a more casual burger joint by British chef Gordon Ramsay, Korea is seeing more diversity in the restaurant scene.
Gordon Ramsay Burger is opening its door next month at Lotte World Tower in southern Seoul’s Songpa District, years after rumors first started swirling that the famous chef would be opening a restaurant in Seoul. While the official opening is set for Jan. 7, the restaurant is planning a soft opening prior to that date.
From Dec. 30 to Jan. 6, it offers customers the regular menu. Reservations will open through Naver Booking from Dec. 20 but the exact time has not been announced.
The menu for the soft opening will also be uploaded online. Dishes are said to be more similar to Gordon Ramsay Burger located inside Harrod's department store in London, rather than the branch in Las Vegas, according to Gordon Ramsay Korea.
“We are giving more side options to choose from, expanding from the French fries people often immediately think of when they are reminded of an image of a burger,” said an official with the company. A variety of dips to accompany burgers and hearty options like mac and cheese will be available, alongside fries flavored with truffle.
The prices of the burgers starts from 20,000 won ($16.80).
Although not available on the official opening day in January, the restaurant team is currently developing some burgers that will be exclusive to Korea.
“Giving consumers a reason to visit somewhere in person is important and that’s why we continue to look for the new content to fill up our mall,” said an official with Lotte World Tower.
“A shopping mall is now more than a place where people go shopping. It is a place where people enjoy their leisure time. These new places can help people make their leisure time even more satisfying and fun.”
The Seoul branch will be the fourth of its kind. Currently there are Gucci Osteria restaurants located in Florence, Los Angeles and Tokyo. While Gucci has not officially confirmed the exact opening date, industry insiders expect it to around February or March. Under the helm of the Italian chef, the local culinary team is already in the process of being set up.
Other brands are establishing eateries with local talents. Swiss watch brand Breitling opened a cafe in its new boutique in Yongsan District so customers can browse timepieces before grabbing a drink.
“In the cafe named after the founder of the brand, we wanted to show what style reflects the brand,” said Burberry, adding that the pop-up's aim was to break down boundaries between nature and technology, and what’s seen from inside and outside as well as reality and what’s imagined.
BY LEE SUN-MIN [email@example.com]