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Brief Published: 8 May 2017

Hyundai Card Cooking Library

Hyundai Card Cooking Library

South Korean credit card issuer Hyundai Card has opened a five-storey Cooking Library in Seoul – part of a wider project that includes creating design, music and travel libraries in the city. Designed to offer its customers knowledge and access to an attractive lifestyle, the project also helps the card provider build an emotional connection with its users. Entry to the spaces is restricted to members plus two guests, and visits are limited to eight times per month.

The building, designed by South Korean architects One O One, includes a bakery, café and a library containing practical and theoretical tomes on the culinary arts. It also features two high-tech kitchens for cookery classes hosted by chefs, lecturers and food stylists. The Ingredients House on the library's second floor contains 190 ingredients for guests to experiment with, including unusual products such as annatto (a natural orange-red food pigment), bamboo salt and Sarawak black pepper.

On the roof of the complex is a conservatory restaurant called Glasshouse, containing one long table for guests. Korean executive chef Wonjun We, head chef of five-star hotel restaurant Park Hyatt Seoul, is on hand to immerse guests in an interactive dining experience using seasonal ingredients.

This initiative will resonate well with a generation of enthusiastic at-home cooks, as explored in Activating At-Home Foodies, as well as those looking for more meaningful food experiences, as explored in Transformational Cooking – both part of our Kitchen of the Future Industry Trend.

See also Culinary Consciousness and Culinary Provocateurs for more on how consumers are becoming increasingly food savvy.