Gordon Ramsay Burger in Seoul, Lotte Jamsil is a first Korean project representing a bold step into the South Korean market, and redefining the brand’s image in Asia.

The space highlights a tunnel-like layout, through its depth to guide guests to a progressive journey. It is divided into three distinct sections, each with its own identity, while maintaining a cohesive theme of immersive entertainment, fantastical elements, and modern luxury.

At the entrance, a large circular sculpture resembling a hamburger grabs attention, surrounded by LED pillars that shift in appearance based on viewing angles. This visual statement invites passersby to explore the space further.

Inside, the journey begins with an open kitchen along one side, where chefs can be seen in action, accompanied by overhead media screens that add dynamic energy. The central bar, glowing with light, serves as both a focal point and a separator between the front and back sections.

The rear section features illuminated pillars arranged to create an infinity effect, offering a unique sense of depth and immersion. The use of reflective stainless steel materials, combined with carefully designed lighting, balances modernity with warmth, adding an intimate and memorable touch.

Furniture inspired by retro diner aesthetics is reinterpreted with a "minimal kitsch" concept, reflecting Ramsay’s approach to transforming familiar comfort food into elevated dining. This space merges creative design, bold visuals, and culinary craftsmanship to provide a distinctive dining experience.