On the 6th, Hyundai Department Store announced that it will unveil its own café brand "Till White."
On the 7th, it will open its first store on the 2nd floor of The Hyundai Seoul in Yeouido, Seoul. Till White is a food and beverage (F&B) café brand planned and developed by Hyundai Department Store, marking the first case in the domestic department store industry. The department store explained that it aims to provide differentiated content to customers as a department store that "sells experiences."
The beverages will consist of more than 20 types, including 11 types of coffee and 9 types of non-coffee drinks. It was developed using specialty-grade beans from "Coffee Libre" and various exotic spices and fruits to maximize flavor layers.
Bakery menu options to accompany are also prepared. Seven types of bread reinterpreting familiar ingredients to domestic consumers, such as black rice, pistachio, and Kakao, and 16 types of spreads will be presented. Customers can enjoy their own plates through 112 combinations based on their preferences.
The store space will be filled with graphic objects that capture a "blue sensibility" created in collaboration with domestic contemporary artist Um Yoo-jeong. In the center of the store, a drawing sketch by Um Yoo-jeong will be on display, and a 12-meter artificial waterfall "Waterfall Garden" can also be viewed.
The combination of shopping and F&B is also a global trend. Representative examples include "Louis Vuitton Le Café LV" and "Gucci Osteria." Handsome, a fashion company under the Hyundai Department Store Group, opened a global luxury lifestyle boutique "Kiss" in Korea last year, presenting a brunch restaurant "Sadelle's" and an ice cream bar "Kiss Treats" that brings the New York local sensibility.
A representative of Hyundai Department Store said, "We are considering expanding Till White as Hyundai Department Store's signature content aimed at the younger generation to major stores such as department stores and outlets," and noted, "We will further solidify our branding as a department store that 'sells experiences.'"