Blue Bottle's 2nd store blends tradition and modernity

Customers form a queue to enter Blue Bottle Coffee Korea's new store in Samcheong-dong, Seoul, July 8. / Korea Times photo by Kwak Yeon-soo

By Kwak Yeon-soo

Blue Bottle Coffee Korea opened its second store in Samcheong-dong, a traditional-style district, in a bid to target gallery goers and those who want to enjoy the natural landscape of Seoul.

The new whitewashed walls of the shop were designed by Japanese architect Jo Nagasaka, who also designed Blue Bottle's first Korean store in Seongsu-dong.

The three-story building faces the National Museum of Modern and Contemporary Art, Korea (MMCA) through the glass walls of the first floor.

“In order to create an equal relationship with the MMCA, we installed gray brick stones on the ground of the first floor,” a Blue Bottle Coffee Korea official said. “By doing so, customers can feel connected to the museum and enjoy the view outside.”

Orders are placed and collected from the counter on the first floor, and customers can enjoy their beverages and snacks on the second and third floors.

The second floor has a view of the neighborhood, overlooking the distinctive roof tiles of the surrounding hanok. It also gives a glimpse into nearby artisan workshops, small galleries and distinctive restaurants.

The third floor, on the other hand, has a more subtle atmosphere with a small terrace. The glass window offers views of Mount Inwang and Gyeongbok Palace.

“In contrast to the second floor which has a casual and vibrant feeling, the third floor is quiet and relaxing,” the official said.

Since the coffee roaster is located in Seongsu-dong, all coffee beans will be brought from the first shop, according to the coffee chain.

It said the cafe recently held a community event and offered free coffee to local residents.

“We basically embody tranquility and harmony, so we invited neighbors to share enjoyable moments together. They seemed to appreciate our brand, which aims for a warm, minimalist atmosphere,” the official said.

The coffee chain said it plans to replace plastic straws with eco-friendly alternatives.

It will open its third store in Gangnam N Tower building in Seoul in the second half of this year.

Founded in 2002 in Oakland, California, Blue Bottle Coffee currently runs 56 cafes in the U.S. and 10 in Japan. Korea is the coffee chain's second international launch after it opened its first overseas shop in Tokyo in 2015.