Project Name : WHAT A SALAD_Green to the Moon / Salad Bar Location : Seoul Designer : Jay Song, Joon Kim Photographer : Jaehyuk Nam Date : 2016
‘WHAT A SALAD,’ which will be a new paradigm of food and beverage culture in Itaewon, is a salad specialty store who provides salad made out of fresh pure organic materials through ‘Performance’ of ‘Chop’ and ‘Mix.’
The concept, ‘Green to The Moon,’ means nature heading for the moon and contains a pure determination to spread ‘WHAT A SALAD’ far into the space. Space that contains the meaning and intention starts from future-oriented and fantastic design vocabularies. GRID pattern and mirror were used to give maximum extension within neat proportion, and the light box connected from the outside all the way to the inside in equal spacing depicts an image of blasting into the world of a whole new dimension beyond the universe. Space that appears after passing an opening that abstracted the moon-shape trajectory evokes witty and fantastic space as a restaurant of rabbit dressed in suit.
Design of the first WHAT A SALAD that reflected locality mixed modernized formative aesthetics of the West and color and pattern of Korean culture. They tried to contain energetic and fresh atmosphere of Broadway in New York and antique and serious atmosphere of Europe, and used color and pattern of Korea on the background. Will and vision of the business owner to serve salad through high manufacturing process using good food materials have mutual contextuality with a shaping process of the design, and can expect the paradigm shift of a new food culture.