Jenk Korean BBQ approached us to help realise Estonia’s first authentic Korean BBQ restaurant, the vision of renowned international chef Orm Oja. The goal was to create a high-impact experience that brought the boldness, energy, and sociability of Seoul’s nightlife to life—combining immersive design with authentic cultural cues to drive customer engagement, social buzz, and long-term commercial success.
Seoul Spirit in the Heart of Tallinn
Jenk Korean BBQ - Estonia
How did we create the success?
As a design agency experienced in experiential hospitality, we approached Jenk as a full-sensory brand experience.
Our strategy focused on:
- Social Dining Design: We prioritised group seating with custom-designed zones that balance intimacy and shared atmosphere using fluted-glass Crittall screens.
- Immersive Brand Experience: Neon signage, glowing architectural features, and graphic elements captured the rebellious energy of Seoul’s street culture.
- Lighting as Theatre: A dramatic red neon feature at the restaurant’s centre created a visual focal point, infusing the space with bold personality.
- Cultural Authenticity: Inspired by the vision of renowned Estonian chef Orm Oja, every design decision supported the goal of delivering an environment that feels truly Korean—from food and drinks to the spatial mood.
What were the results?
Jenk Korean BBQ quickly became one of Tallinn’s most talked-about dining destinations, with bookings secured months in advance. The brand experience, rooted in strong design and strategic storytelling, resonated deeply with customers—driving increased footfall, social media engagement, and consistent demand.
