JUJURWORK Transforms Kuantan Rooftop with Korean Street Culture
A halal Korean BBQ spot blends adaptive reuse with vibrant urban aesthetics.
1Adaptive Reuse of 1970s Building
JUJURWORK transformed a neglected concrete rooftop on Kuantan's Hock Bee Bros Building into a 450 sqm halal Korean BBQ destination. The 1970s structure, known for its 12m modernist facade, reflects the city's multicultural history. This follows the studio's earlier ground-floor café renovation, extending the building's revival vertically. The design preserves the existing urban fabric while injecting contemporary energy through strategic interventions.
2Panoramic City Context
Perched above Kuantan's main street, Jibungae offers diners sweeping views of the river, mangroves, and landmarks like the blue-domed state mosque. The designers leveraged this backdrop by creating deliberate visual contrasts - saturated colors and illuminated signage stand against the organic cityscape. This positioning makes the rooftop both a dining venue and an urban observation deck, connecting guests to multiple layers of Kuantan's identity simultaneously.
3Three Korean Cultural References
1) Pojangmacha: Street stall vibe recreated through loose seating and informal atmosphere. 2) Hanok: Traditional architecture's roofline abstracted into an orange pavilion with skeletal canopy. 3) Seoul's visual density: Layered signs and alleyway energy distilled into a stylized skyline screen with Korean lettering and colored lightboxes. These elements avoid literal replication, instead becoming graphic gestures within the Malaysian context.
4Branded Spatial Experience
Custom lanterns, color-blocked benches (orange/red/black), and metal tables extend JUJURWORK's high-contrast palette throughout. The illuminated signage and graphic elements create a cohesive brand language while serving spatial functions - the skyline screen provides enclosure without blocking views. This approach turns abstract brand identity into tangible architectural features that shape the dining experience.
5Interior Street Atmosphere
The indoor dining area continues the urban theme with striped tented ceilings and festoon lights mimicking outdoor markets. Raw cement walls and café-style metal furniture enhance the makeshift street-side character. Translucent orange tarps divide spaces subtly, while bib banners and cityscape artworks add visual layers. This sheltered level complements the rooftop's openness with its own distinct energy.
6Cultural Translation Strategy
Rather than importing Korean clichés, JUJURWORK filtered cultural elements through design principles: the hanok's roofline becomes a graphic canopy, street stalls inspire social layouts, and Seoul's visual chaos is stylized into composed installations. This approach respects both the Malaysian context and Korean inspirations, creating a third, hybrid identity that feels authentic to neither source but works perfectly for the brand.
7Material and Color Psychology
The restrained material palette (concrete, metal, tarp) keeps focus on the bold orange-red-black color scheme. These hues reference both Korean urban energy and halal branding requirements. Glowing lightboxes transform at night, changing the space's character. Patterned shadows from the pavilion canopy create dynamic daytime effects, making the static architecture feel alive through light play.
8Urban Regeneration Impact
Jibungae demonstrates how F&B venues can activate underutilized urban assets while respecting heritage. The project adds contemporary layers to a 1970s building without erasing its history. By tying Korean concepts to local context, it creates cross-cultural appeal. Such designs elevate everyday dining into urban experiences, setting benchmarks for how brands can participate in city-making through architecture.