Renovated Baskin-Robbins 'Seocho Useong Branch': What Sets It Apart from Existing Stores?

Digitizing Each Element of the Store for Customer Convenience
Changes in Package Design and Interior

[Asia Economy Reporter Lim Hye-seon] Baskin-Robbins, operated by SPC Group, announced on the 28th that it has renewed and reopened the 'Seocho Woosung Branch.'

The 'Seocho Woosung Branch' is the first store to apply the 'New BR' concept. The 'New BR' concept digitalizes each element of the store for customer convenience and introduces changes in package design and interior.

In particular, it is the first store to introduce 'paperless,' implementing all paper posters, menu name tags, and price tags as digital displays.

Starting from mid-next month, VR-based online and offline linked promotions will also be conducted at the Seocho Woosung Branch, further advancing the store's digitalization.

They also unveiled interior and package designs with the new concept applied. The interior features the pink color symbolizing Baskin-Robbins and wood tones. Tiles made by recycling pink spoons were used on the building facade and store handles. The product packaging was created in collaboration with the global design consulting firm 'Turner' and was inspired by Baskin-Robbins' ice cream.

At the Seocho Woosung Branch, organic ice cream boasting a clean and rich flavor made with over 95% organic ingredients is served on crispy waffle cones baked upon order.