Cheong Nyeon Dabang Thailand – Flagship Restaurant @ SamYan MitrTown Mall

Project Overview

청년다방 Cheong Nyeon Dabang, a leading corporate Korean F&B brand headquartered in Seoul, fully entrusted BEYOND DECOR as their local design-build partner for their first Bangkok branch. Tasked with recreating their vibrant brand DNA and adapting it to local operational and regulatory conditions, our team delivered a high-impact solution within extreme time and technical constraints.

Concept & Experience

• Visual storytelling using banner graphics, custom lighting, and street-food energy
• A long buffet line that maximizes visibility, accessibility, and food display
• Open dining zones enhanced by high ceilings and full-height glass windows

Night-Only Construction:

• Located in SamYan Mitrtown, one of Bangkok’s busiest malls
• All construction was only allowed after 11:00 PM, requiring a 15-night continuous night shift plan to complete the project on time

Engineering Complications:

• The restaurant had higher electrical loads than initially allocated
• Required urgent installation of a new consumer unit, coordination with mall M&E team, and re-routing supply safely overnight

Gas & Ventilation Complexity:

• Special permissions and approvals from Frasers Property were needed to connect commercial gas lines and hoods
• Involved multiple engineering teams, detailed schematic drawings, and official approval signatures under time pressure

Compressed Timeline:

• Despite severe restrictions, the full renovation and kitchen installation were delivered in just 15 days, including furniture layout, signage, and full MEP systems

Buffet-Centric Circulation:

• The design integrates a free-flow layout allowing uninterrupted access to food stations from any part of the dining area
• Optimized for large volumes and fast turnover while maintaining visibility and visual appeal

Project Highlights

• Open Kitchen + Self-Service Concept: Reinforces brand transparency and interactivity
• Functional Interior: Seating, induction, lighting, and queueing zones align with modern Korean standards
• Efficient Material Use: Hybrid sourcing with custom imports from Korea and local contractor execution
• Brand Localization: Harmonized Korean identity with Bangkok lifestyle and compliance needs

Result

An iconic Korean buffet destination in the heart of Bangkok — built overnight, engineered under pressure, and delivered with zero compromise on quality or brand authenticity.