Gucci has expanded its culinary footprint with a new osteria in Seoul, offering a menu crafted under the guidance of Massimo Bottura. The project is officially announced through Gucci’s communications channel and marks another chapter in the brand’s ongoing collaboration with the world of haute dining.
Positioned on the top floor of Gucci’s flagship store, the space is the brainchild of designer Song Mo Park, a prominent Korean artist whose vision blends fashion, architecture, and hospitality. The kitchen brings together Hyungkyu Jun from Korea and Davide Cardellini from Italy, a duo that cooks in seamless harmony. Their collaborative approach blends Italian culinary traditions with a playful Korean sensibility, pushing creative boundaries while honoring the essence of each culture’s cooking.
Massimo Bottura has described an invisible thread that links Gucci Osterias across the globe. The thread ties Italian ingredients and techniques to elements from other major cuisines, creating a cross-cultural culinary dialogue. In Seoul, the team embraces this philosophy, inviting guests to experience how Italian cuisine can mingle with Korean influences to produce something both familiar and novel. The opening underscores Bottura’s belief that food can function as a cultural bridge, inviting diners to explore a cosmopolitan interpretation of authenticity.
Gucci Osteria represents a series of Italian contemporary restaurants found in diverse cities worldwide, each with its own distinctive character. The concept emphasizes creativity, grace, humor, and sensuality, and it centers on a culinary philosophy that follows the rhythms of the seasons. These restaurants aim to translate seasonal ingredients into expressive dishes that resonate with local tastes while maintaining a shared artistic voice from the parent brand.
The Seoul venture adds another layer to a growing roster of Gucci Osterias, reinforcing the brand’s strategy of blending fashion, design, and gastronomy. The collaboration with Bottura’s team brings together international expertise and local talent, resulting in a dining experience that feels both globally informed and distinctly rooted in Seoul’s vibrant culinary scene. The arrangement demonstrates how luxury brands are increasingly expanding into immersive lifestyle domains where cuisine plays a central role in storytelling and brand identity.
The Seoul osteria joins a global conversation about contemporary Italian cuisine reimagined through cross-cultural exchange. Diners can expect a menu that highlights seasonal ingredients, procuring products from trusted suppliers and interpreting them through a lens that honors both tradition and innovation. The result is a dining experience that speaks to connoisseurs and curious newcomers alike, inviting them to savor how Italian hospitality evolves when paired with thoughtful, bold regional influences.
Beyond the plates, the space itself contributes to the narrative. The design echoes Gucci’s commitment to craft and artistry, while the partnership with Song Mo Park brings a local artful sensibility to the dining room. The result is a setting that feels artisanal and kinetic—an environment where meals are meant to be shared with friends, family, and fellow travelers who value originality and quality. In this spirit, Gucci Osteria Seoul offers more than food; it offers a curated moment that captures the rhythms of contemporary life in a city renowned for its dynamic culinary culture.
As Gucci continues to expand its osteria concept, the Seoul opening stands as a testament to how fashion houses are reimagining hospitality. It highlights a trend toward experiential luxury where guests engage with a brand through tasting menus, design, and storytelling. The collaboration between a world-class chef, a Korean culinary team, and an Italian designer reflects a global appetite for cross-border culinary conversations and memorable dining experiences.
Previous conversations around the brand’s ambassadorial roles have seen public discussions about the influence of celebrity endorsements on luxury product campaigns. In the case of Gucci Osteria, the focus remains firmly on the culinary craft and the cultural dialogue it fosters, keeping the spotlight on the dining room rather than on external narratives.