Planned and Developed as an In-House Brand
Aiming to Become a 'Department Store that Sells Experiences'
Providing Differentiated Content
Offering Signature Beverages and Bakery Items
On August 6, Hyundai Department Store announced that it will officially open the first location of its self-developed cafe brand, 'Till White,' on the second floor of The Hyundai Seoul in Yeongdeungpo-gu, Seoul, on August 7.
Till White is an F&B (food and beverage) cafe brand planned and developed in-house by Hyundai Department Store, marking the first such case in the department store industry. The company explained that, by focusing on the 'essence of a cafe' as a place where people gather to enjoy culture, this initiative aims to provide differentiated content to customers, not just by selling products but by selling experiences as a department store.
The signature menu features unique beverages that highlight Till White's distinctive sense of blending. The Till White signature drinks, consisting of 11 types of coffee and 9 non-coffee options for a total of about 20 varieties, have been developed in-house to maximize the flavors of specialty-grade beans from Coffee Libre, a leading specialty roastery in Korea, as well as a range of unique spices, fruits, and other diverse ingredients.
A bakery menu is also available. Seven types of bread, reinterpreted with ingredients familiar to Korean consumers such as black rice, pistachio, and cacao, are offered alongside 16 types of spreads, allowing for a total of 112 possible combinations according to customer preference. At Till White, customers can freely choose their bread, spread, and level of toasting.
The first Till White location will feature graphic elements and objects infused with a 'blue sensibility,' created in collaboration with Korean fine artist Um Yoojeong. In the center of the store, a drawing sketch by Um will be exhibited, and customers will be able to enjoy a new sensory experience with a view of the 12-meter-high artificial waterfall overlooking The Hyundai Seoul's landmark 'Waterfall Garden.'
A Hyundai Department Store representative stated, "Starting with this first location at The Hyundai Seoul, we are considering expanding Till White as Hyundai Department Store's signature content targeting younger generations to other major stores, including department stores and outlets," adding, "We will continue to strengthen our branding as a 'department store that sells experiences.'"
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