About a 10-minute walk from Seongsu Station, a red-brick building emerges, its purpose not immediately clear due to the lack of signage. However, upon opening the iron door, the atmosphere transforms. Flickering red lights and a light haze fill the long corridor, creating an unfamiliar scene reminiscent of stepping into a giant patty cooker.
The space at the end of the corridor resembles a gallery more than a fast-food restaurant. Throughout the area, artworks inspired by fire, heat, and charcoal are displayed, making it the world’s first flagship store, 'Flame Ground by Burger King,' located in Seongsu, Seoul.
On August 26, Burger King held a media briefing at Flame Ground, unveiling the store ahead of its official opening next month. Flame Ground expands Burger King's commitment to flame-grilling and the identity of the Whopper into its space, menu, and dining experience. The name combines 'Flame,' representing fire, and 'Ground,' signifying space, to convey a world and stage for experiencing Burger King's signature grilled flavor.
Lee Dong-hyung, CEO of BK Korea, stated, “We have pondered how to perfectly convey our 43 years of dedication to burgers to our customers. Flame Ground is our most ambitious declaration and gesture to showcase Burger King's unique worldview.”
This year, Burger King expects domestic sales to reach approximately 1.1 trillion won, with the number of locations surpassing 600. With a nationwide network, the company aims to present a new brand image through differentiated menus and content.
Lee Seong-ha, Burger King's CMO, explained, “Once sales exceed 1 trillion won and we reach 600 locations, relying solely on common marketing across all stores limits our ability to showcase something new. We believe a two-track strategy is necessary: providing novelty in regular stores while offering unique branding activities and experiences at Flame Ground.”
Choosing Seongsu as the location for its first flagship store is also tied to the brand's identity. Once an industrial area, Seongsu was home to factories that worked with iron and fire. Burger King sees the remaining red bricks and factory remnants as aligning with its brand image emphasizing fire and grilling. The area is also known for fostering new trends with various fashion and food and beverage brands.
Indeed, Burger King has infused the concept of grilled flavor throughout the space. Collaborating with five emerging domestic artists, the movements of the broiler, a key piece of equipment for grilling patties, and the energy of grilling, charcoal, and heat have been reinterpreted into artworks. Elements like red bricks, metal, lighting, and charred wood are designed to evoke fire and grilling.
Exclusive menu items available only at Flame Ground include the 'K-Cube Galbi Burger,' 'Memphis BBQ Burger,' and 'Philly Cheesesteak.' The K-Cube Galbi Burger features a flame-grilled Whopper patty topped with cube galbi, while the Memphis BBQ Burger combines the grilled patty with bacon and grilled onions. The Philly Cheesesteak uses thinly sliced ribeye beef instead of a patty.
Inside, a secret dining room with ten seats offers the burger industry’s first course dining experience, 'The Gastro.' Burger King reinterprets its signature Whopper not as a complete burger but as individual components, allowing diners to experience the inherent flavors and roles of ingredients like vegetables, pickles, grilled patties, and buns as the stars of each course. The entire course incorporates Burger King's long-standing flame-grilling method and the heritage of the Whopper, allowing customers to enjoy a familiar burger in a new way.
Choi Young-jin, head of Burger King's Product Innovation Center, explained, “Each course showcases different ingredient flavors, but ultimately they connect back to one Whopper. It’s not about creating a completely different Whopper but experiencing the same Whopper from a different perspective.”
The Gastro will operate its first season featuring the reinterpreted Whopper course, with plans to explore other brand assets in new ways afterward. The course is priced at 89,000 won per person and operates on a reservation basis. Reservations for the following month will be accepted on the first of each month through Catch Table. Flame Ground is set to officially open on September 10.
* This article has been translated by AI.
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