MARADOWON is an innovative seasonal popup event orchestrated by GENERAL YONGYONG, where the spotlight shines on the restaurant's mainstays: mara (spicy hot pot) and potent libations. Rooted in the bustling streets, this project pulsates with urban energy, capturing the essence of vibrant street culture.
This season, the theme is MARA O-DENGBAR, a fusion concept that infuses traditional mara flavors with a trendy twist. Nestled in Euljiro, known for its eclectic vibe, it serves as a haven for those seeking a taste of Korea's dynamic hip culture—a place where indulgence meets enjoyment, inviting patrons to savor every moment.
MARADOWON's MARA O-DENGBAR offers a captivating juxtaposition, blending the robust aromas and dynamic visuals of Mara with the serene ambiance typically associated with oden bars. Spearheaded by the visionary guidance of GENERAL YONGYONG, this innovative concept of MARA O-DENGBAR underwent meticulous development, enriching its essence by incorporating bespoke elements and employing a grand oil kiln to achieve its distinctive allure.
The collaboration with YUME ODEN, an esteemed establishment rooted in the heart of Euljiro, holds profound significance. Beyond a mere partnership, this collaboration represents a harmonious fusion of culinary artistry and local culture. By weaving regional nuances and authentic touches into the fabric of the popup experience, MARADOWON and YUME ODEN collectively embark on a journey to celebrate the vibrancy and diversity of the Euljiro neighborhood.
In this season, naturally retains the same logo type and color codes, maintaining continuity with its predecessor. However, we've taken strides to enhance the main character, infusing them with more daring actions and incorporating vivid illustrations of oden. Additionally, for this season, we've introduced new uniforms that further reflect the evolving theme.
The character, originally derived from GENERAL YONGYONG's persona, has been simplified to suit the popup's ambiance. As MaraDoWon popup evolve with each season, we've embraced a touch of flexibility, allowing the character's attire and actions to adapt in line with the thematic essence of each season.
The highlight of this season's fun lies in these stickers. We've designed them as a playful homage to the crude advertising flyers often found plastered on the streets of Euljiro. While incorporating local elements, we've injected humor and amusement through parody, ensuring an enjoyable experience for our guests.
The content within the stickers consists of playful expressions related to MaraDoWon, the Dragon's year, GENERAL YONGYONG, and Mara itself. These language-based puns and expressions associated with MaraDoWon are carefully curated to bring a smile to our guests' faces.
The menu board is designed in a foldable format. The front side features Mara DoWon's main color, red, while the back side is composed of Yume oden's yellow, incorporating both establishments' distinctive hues. Furthermore, to enhance the fun factor, we've integrated a design reminiscent of the advertised flyers introduced earlier, creating a playful and engaging aesthetic.
We also conducted staged photo shoots to effectively capture the excitement of the popup. These photos primarily showcase special menu items unique to GENERAL YONGYONG, such as the Mara O-dengBar, or highlight the lively atmosphere of the streets with images of our energetic team members.
To achieve this, the brand design team prepared special uniforms tailored for this season, while the space design team curated props to enhance the ambiance. The menu development team also prepared special Mara oden sauce and unique custom-made utensils to complement the experience.
The uniform collection consists of five meticulously crafted pieces. Building upon the foundation of the jumpsuit from the previous season, we've expanded the ensemble to include a sweatshirt, inner t-shirt, hood, and gloves, offering a cohesive and versatile range of attire.
The uniform design features a blend of Kanji and Hiragana characters, spelling out "YUME" and "YONGYONG," symbolizing the collaborative spirit between the two brands. This integration highlights their joint efforts in creating a memorable experience for patrons.
As part of the uniform ensemble, tattoo stickers reflecting the identity of GENERAL YONGYONG and MaraDoWon were created. These stickers, incorporated into the staged photo shoots and available for use by staff at the event, served as a stylish accessory, adding to their hip aesthetic. Additionally, the collaboration logos of Yume Oden were included in the design, further enhancing the collaborative spirit.
MaraDoWon posters primarily feature menu presentation shots and close-up shots of the dishes. The presentation shots are intended to convey the atmosphere of the popup, appealing to customers through a sense of immediacy. Additionally, dishes plated against a black background are strategically positioned to maintain a balanced composition while ensuring clear visibility of the items being sold.
This print material is designed for use as table mats for guests. In celebration of the Year of the Dragon in 2024, it features Chinese characters symbolizing blessings to wish for a smooth year ahead. Additionally, it incorporates Maradowon's main character, stickers, and a brief brand introduction to add a personal touch to the dining experience.
We've meticulously crafted posters and Instagram posts to stir excitement for our collaboration with Yume Oden. Our approach centers on the mischievous and witty antics of GENERAL YONGYONG's main character, MaRyong, as he playfully attacks Yume Oden, setting the stage for a captivating collaboration story.
In our design, MaRyong takes center stage, energetically tearing through the paper with one hand while confidently holding oden in the other. This dynamic composition not only grabs attention but also symbolizes the spirited interaction between MaRyong and Yume Oden. To elevate the urban atmosphere and reinforce the concept, we've incorporated noise and collage effects, enhancing the street vibe and adding depth to the overall visual narrative.
In line with the poster composition mentioned earlier, we've paired staged shots with close-ups of the menu. However, unlike the bold street ambiance showcased previously, we've opted for photos capturing guests enjoying the menu in a cozy indoor setting. This variation offers a natural contrast, providing a glimpse of the relaxed atmosphere in which customers can savor their meals.
Additionally, we conducted staged photo shoots with a stronger emphasis on showcasing the team's presence in outdoor settings. These images were utilized in promotional content and posters to enhance our advertising efforts. Furthermore, we installed banners at the popup site to build anticipation during the construction period.
