Our newest location in Seoul with it's large, sun-drenched front patio, lends itself perfectly for dining and socializing. As we were designing the space we learned it had previously been a bakery, so a portion of the kitchen infrastructure was already in place--the perfect opportunity presented itself and the Watermans Café at the Noah Cityhouse was born.
For the menu we worked alongside renowned chef Jason Oh. During our first trip to Seoul we had the fortunate opportunity to meet Jason and experience some of the food at his restaurants, and it was clear he had an inherent understanding of our brand-- sharing our fundamental principles of responsibility, quality and integrity when it comes to how things are sourced and made. The result was an array of dishes inspired the kitchens of New York, using simple, quality ingredients put together with care.
Introducing Watermans Cafe
A look at our first Noah dining experience.
To us, a waterman is a person who enjoys being by the water and is drawn to the beauty, nature, and freedom it brings. We also see it as someone who doesn’t just do one activity either. The true watermen surf, sail, swim, dive, paddle, and fish all with equal proficiency and commitment. More broadly, water is life and we are perpetually inspired by it here at Noah--especially the ocean. It’s no secret we’ve consistently referenced a wide range of cultural and environmental topics throughout the years with our collections, and the watermans club is has shown up more than once.
Community has always been important to us and our retail spaces aren’t just meant for shopping, but places for gathering. Designed to feel more like a home, we’ve noticed people frequently spending time in our shops with the team and other patrons. While we’ve never considered Noah a “club,” we do enjoy the idea of providing a space for those with shared interests to convene. It’s often said that the kitchen is the heart of a home, that place where everyone can be together for hours on end and talk, and we’ve always thought that should the right opportunity come along to design a retail space around this idea that it would be an easy extension of the brand.
Dining out is big part of the culture in Seoul, so it felt like the perfect time and to launch a cafe as part of the experience. We’re hoping it becomes the center point for activities and events, as well as an easy neighborhood destination for relaxed meals and drinks. We would like people to feel fulfilled at Watermans Café - to feel relaxed, happy, and well-fed with fresh, clean ingredients that make you feel good from the inside out.
Introducing Watermans Cafe
A look at our first Noah dining experience.
To us, a waterman is a person who enjoys being by the water and is drawn to the beauty, nature, and freedom it brings. We also see it as someone who doesn’t just do one activity either. The true watermen surf, sail, swim, dive, paddle, and fish all with equal proficiency and commitment. More broadly, water is life and we are perpetually inspired by it here at Noah--especially the ocean. It’s no secret we’ve consistently referenced a wide range of cultural and environmental topics throughout the years with our collections, and the watermans club is has shown up more than once.
Community has always been important to us and our retail spaces aren’t just meant for shopping, but places for gathering. Designed to feel more like a home, we’ve noticed people frequently spending time in our shops with the team and other patrons. While we’ve never considered Noah a “club,” we do enjoy the idea of providing a space for those with shared interests to convene. It’s often said that the kitchen is the heart of a home, that place where everyone can be together for hours on end and talk, and we’ve always thought that should the right opportunity come along to design a retail space around this idea that it would be an easy extension of the brand.
Our newest location in Seoul with it's large, sun-drenched front patio, lends itself perfectly for dining and socializing. As we were designing the space we learned it had previously been a bakery, so a portion of the kitchen infrastructure was already in place--the perfect opportunity presented itself and the Watermans Café at the Noah Cityhouse was born.
For the menu we worked alongside renowned chef Jason Oh. During our first trip to Seoul we had the fortunate opportunity to meet Jason and experience some of the food at his restaurants, and it was clear he had an inherent understanding of our brand-- sharing our fundamental principles of responsibility, quality and integrity when it comes to how things are sourced and made. The result was an array of dishes inspired the kitchens of New York, using simple, quality ingredients put together with care.
Dining out is big part of the culture in Seoul, so it felt like the perfect time and to launch a cafe as part of the experience. We’re hoping it becomes the center point for activities and events, as well as an easy neighborhood destination for relaxed meals and drinks. We would like people to feel fulfilled at Watermans Café - to feel relaxed, happy, and well-fed with fresh, clean ingredients that make you feel good from the inside out.
