The meeting began.
‘What kind of design works for a franchise?’
It was a problem that I had faced countless times in my previous life. The moment has come again when the pondering was needed.
‘He said he wanted to set up a franchise based on Heaven’s Door.’
It’s not a bad idea.
I can feel Chairman Oh Kyung-jin’s wisdom. Now would be the right time to dominate the cafe franchise market. Even at this moment, Starbucks is running toward its 100th franchise.
In the next few years, this market will become a battlefield. If you’re just staring out, now is your only chance.
“I’ll be honest,” I opened my mouth. “It’s difficult to make Heaven’s Door a franchise as it is now.”
“Why? Isn’t business still going well?”
“It’s a slightly different issue from sales.”
While Hanseol was tilting her head, I said, “It doesn’t have an identity yet.”
This was the problem.
When establishing a franchise, there is something that has to be considered first, putting all other factors aside.
Brand identity.
We had to create an identity that could unite any branch in the country into one. Whether it’s the interior or the menu, the beginning is ultimately the brand.
‘Starbucks also made a huge investment in brand identity and marketing.’
Starbucks’ brand obsession was enormous. To the extent that all affiliated stores are directly managed, and the same experience can be enjoyed wherever you go on the planet.
Urban, sophisticated, and luxurious.
Based on this powerful brand idea, Starbucks has taken over the global coffee market.
“To grow Heaven’s Door, we need a unique brand concept.”
The interior will be discussed after the brand concept is established.
Having come to a conclusion, I opened my mouth, “I want to hear your opinions. What comes to mind when you hear the characteristics of Heaven’s Door?”
It was Kyu-tae who spoke up first.
He tapped the edge of his desk with his finger and said, “Er….the owner is good at serving desserts?”
“Okay. Let’s keep that for now.”
To be honest, it wasn’t a good idea.
The reason why the owner is so good with dessert is because of us. However, giving a rebuke at a meeting will only dampen the other person.
The freer the mouth, the better.
“What about you and sister?”
“In my opinion…”
Jihoon-hyung opened his mouth.
“I think the chair is comfortable. I used to only go to the library to rest, but because I got used to this place, I couldn’t go back.”
Comfort.
At first glance, it may sound right, but it was just another flawed idea.
‘I had no intention of making the store uncomfortable in the first place.’
Like the case with Kyu-tae, I didn’t show my thoughts.
After nodding, I asked Seol-nooa next.
“What do you like the most about our cafe?”
“Me? You can see my work all over the cafe.”
It was a very honest opinion that was a little too egocentric.
But…
Ironically, it was the closest answer to being correct out of all the answers so far.
‘That’s right. Decorations like these are cultural pieces that can’t be found in other cafes yet.’
No, even in the future there wasn’t anything like this.
Gallery cafes appear occasionally, but none of them exist as franchises.
Anyway, let’s summarize the meeting so far.
‘The identity of this cafe is the owner who gives good desserts, comfortable furniture, and decorations.’
Broadly speaking, it can be summarized into these three parts. We had to combine these three well to create our own unique identity. But the first two have flaws.
‘Then all that remains are the decorations, so what can I do to save this?’
It was the moment I was contemplating.
Kyu-tae opened his mouth.
“By the way, are you planning to keep just these pieces of Seol-noona’s work here from now on?”
“What?”
When I asked about the absurd question, Kyu-tae shrugged and said, “Why not? It’s kind of weird to see the same thing every time. Hasn’t it been a few weeks already?”
“Time has passed quickly.”
“Right? I was wondering if you might bring some new ones.”
Just as I was about to answer, Hanseol pushed in and said, “What did you just say? What about my sculptures? You don’t like them?”
“Oh, no, I’m not saying that your sculptures are bad, but…”
Kyu-tae trembled as he spoke as if it were an excuse, but Hanseol tilted her head and said, “Then? If they aren’t bad, why did you want new ones?”
“Because I see the same things every time….”
“Okay. That’s dissatisfaction if you look at it, so should we have a ‘physical’ conversation?
“Heh…. Just kill me.”
“Okay. Let’s die today.”
The two began to joke around as if they had been waiting for this moment.
I smiled at the scene.
‘It’s really like a college meeting.’
If there is a chance to joke around, it ends up like this. However, it was the moment I watched the scene without thinking.
‘Wait. What did Kyu-tae say earlier?’
A single thought passed through my mind.
‘Replacing the displays with new ones? I don’t think this is a bad idea.’
I turned my head and looked around the store. There are about 20 sculptures that Hanseol brought. There’s also my retro television.
They look good, but I couldn’t just leave it here forever. Unlike the furniture, the owner didn’t pay for it.
‘But it would be boring to put everything away.’
So I thought, ‘What if I changed this into someone else’s work?’
Instead of changing it once when you think of something, what if they were replaced with new ones after a certain period of time on a rotation-schedule?
‘Artists won’t refuse. They’d actually line up for this.’
But isn’t Hanseol already a great artist for this?
To be honest, I could have received money from her. It’s great to collaborate with famous people for the future.
‘I think this is pretty good.’
I asked Ji-hoon for his opinion.
“What do you think about changing the exhibits here regularly?”
“Hmm. I think it’d be nice to see.”
“Really?”
“You get tired of seeing the same thing every day…. Of course, it’s not a simple thing to do. Anyway, if it were me, I think I’d come every time when the decorations change.”
A very positive response.
Hearing him, I was confident in this idea.
‘There is demand.’
In fact, the very idea of attracting customers by periodically replacing products was quite common. Rather, it was common abroad.
“Come to think of it,” While I was thinking, Hanseol also helped. “I saw this concept when I went on a trip to Japan before. Is it like a seasonal menu? There were a lot of things like that.”
“Oh, come to think of it, I saw you there often.”
I often went there for market research.
However, Hanseol shook her head as if she was puzzled by my words and asked.
“Have you been to Japan?”
Oops.
I am a freshman at a university who has never traveled outside of Korea.
“I saw it on the internet.”
Anyway, as Hanseol said, it was common in Japan to change the brand concept every season. Restaurants sold seasonal menus, and even convenience stores released new products almost every month.
‘Would it be possible to expand on this and apply it to cafes in a similar fashion?’
Let’s consider the significance of the existence of a cafe as an emotional business. If so, the main product of the cafe is sensitivity.
This sensibility is periodically replaced through exhibits.
‘It will be much cheaper than renovating the entire interior again.’
Good.
Ideas continued to flow as if a missing puzzle piece had finally been put into place.
Feeling the perfect engagement like a cogwheel, I spoke.
“The brand of Heaven’s Door is going to be a combination of exhibition and rest space.”
“….!”
As he was surprised, Ji-Hoon said, “It’s similar to Jeondi.”
“Yes. I think it would be convenient to think of it as an extension of that time.”
Okay.
If you’ve gotten this far, you don’t need to worry any more.
All that’s left is taking action.
*
“Chairman Oh Kyung-jin said he would pay for every small budget, so you don’t have to save money this time.”
I felt relieved.
Designers who have no budget and deadline concerns can do so many things.
How nice it is to just let your imagination flow.
“Then we’re going to decide on the subject first. Is the tree okay?”
“Since I met you, I’ve been intertwined with trees a lot.”
Ji-Hoon laughed.
Smiling as well, I said, “Trees are good in many ways. It’s easy to handle, it’s inexpensive, and most of all, it’s easy on the eyes.”
The biggest advantage of wood as an interior material was visual comfort. The unique light brown and yellow colors eased eye fatigue.
“In addition, brown-colored materials like wood have good versatility. You can put it anywhere and it’ll look good.”
“That’s right. Even in the same space, the atmosphere changes drastically with just one color.”
Ji-Hoon nodded.
It seems that there is something to sympathize with the Architecture Department.
“If the store is plastered in white, the turnover rate will increase.”
This is because customers leave the store easily.
However, Kyu-tae suddenly asked.
“Can’t you do blue or red?”
“That’s a taboo.”
“Why?”
“Excessively provocative colors make customers uncomfortable.”
“Oh… Then what about black?”
“Black or silver is a color that emphasizes professionalism. That’s why a lot of technology companies use it.”
“Come to think of it, I think that’s correct. Then we’d better paint it brown because comfort is the main thing.”
“That’s right.”
“Well, then….” Kyutae expressed his opinion. “Should I make the uniforms slightly brown too?”
“It’s fine.”
It’s really nice.
I can sense unity and consistency.
Coffee franchises have to decide the brand color well, but I think it can be completely brown.
‘I feel that the meeting is continuing productively now.’
Considering this and that, there was no material as good as wood.
‘Then, when you use wood as the foundation, for the next sub-material….bricks would be the best possible choice.’
A brick-based interior has three advantages.
First, it costs little to maintain. Rather, as time goes by, it becomes more stylish. Second, the construction period can be significantly reduced.
And above all, the third one….
‘This is the most important.’
It’s easy to obtain.
‘There are many designs that couldn’t be used due to material issues during this period.’
It’s still a time when cafe culture is underdeveloped.
I had to think that there were no interior props.
However, bricks were different.
‘Regardless of time, you can buy as much as you want, so long as you have the money. Processing it is easy, too.’
That’s all.
It even controls moisture.
Considering that art works should be hung inside the cafe, there might not be a more perfect material than this.
“Okay. What about the harmony of wood and bricks?”
“Bricks are good.” Jihoon nodded.
Once the concept was set, there was nothing that was roughly drawn.
…Sasssakk…
Every time my arm moved, a powerful image was created on the paper.
But Ji-hHoon, who saw it, asked, “Huh? Isn’t this a brick?”
“Yes, it’s a brick.”
“What? You mean to use bricks as interior material? Is it not a material for the exterior?” He muttered in a slightly surprised voice. “Isn’t it a bit ambitious?”
I can’t help it.
It was at least 10 years later that brick interiors began to become fashionable, but it’s okay to use it now.
“I’m confident in this. Look at the result and then tell me.”
I focused on the sketch.
I had to persuade my teammates with this one drawing.
If persuading Chairman Oh Kyung-jin is the final boss, this was just a preliminary round.
[ After about 10 minutes ]
On the paper, a perspective view of the cafe interior viewed from three different angles was drawn.
“What do you think?”
When I showed the sketch to the three of them and asked, Kyu-tae just smiled, as if he had already given up on being surprised.
“There’s nothing you can’t do. You’re a monster. You’re definitely a monster.”
Kyu-tae hit his forehead.
The reaction was dramatic.
“I want to drop out every time I see you drawing. Are you sure you’re a freshman?”
“What he said.” Hanseol said with a smile. “Jaeha is weird. I don’t think many of Jihoon’s classmates can draw like this right now.”
“That’s true. If all the freshmen at Han Yewon were like him, I wouldn’t have been able to enter the school.”
Jihoon smiled.
The atmosphere was roughly in order.
“So, Jihoon-hyung, can I proceed with this?”
“Are you planning to make a model out of it?”
“Yes, half the size of the one I put out last time.”
“Er….”
Ji-Hoon mumbled for a while, and Hanseol intervened and said, “What kind of contest are you a judge for? Don’t be in such a mood and tell us quickly.”
“Oh, come on. Okay,” Jihoon sighed and said. “I was a little worried because you said it was a brick, but I think it would suit the place. I agree. I think it’s doable.”
His acknowledgment made me laugh without realizing it.
Good.
The planning meeting is almost over. Next, it was time to discuss where to proceed with the full-scale work.
“You’re working hard,” The owner brought something on the tray and said, “Eat this and take your time.”
There was a large bowl of something on the tray.
“Huh? Isn’t this shaved ice?” Hanseol muttered in a surprised voice.
It was literally shaved ice.
Red bean topping on freshly shaved white ice.
“I really like shaved ice. Why are you giving us shaved ice all of a sudden?”
“It’ll be summer soon. I thought of it when I heard you guys talking about a seasonal menu earlier,” The boss laughed shyly and said. “…Is it weird to sell shaved ice at a cafe?”
“Hmm. I guess it would be a little inconsistent…I’ve never seen a cafe selling shaved ice.”
“Right? I guess this is why I failed the first time. I’ll just do what I’ve been doing.”
The owner laughed spontaneously, and the moment I saw it, I remembered.
‘The owner who was good with desserts always did what he wanted.’
Something popped out one by one from an unexpected corner.