DV3000
Annie Wu
Chimaek Eatery Concept Research and Proposal
Background Recap
Chimaek a type of Anju. ...
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Anju refers to Korean drinking snacks. Anju is a Sino-Korean word, the Classical Chinese characters literally translate to block or keep down and alcohol.
Chicken was once considered a delicacy in Korea, stewed whole with dates and ginseng and reserved for special occasions.
Fried chicken for the masses came Chimaek has risen from national with the launch of the first South Korean vegetable oil product (1971), dish to national pastime. alongside a rapidly growing chicken industry. It’s growth was furthered ‘Chimaek’ is a cojoint of ‘chicken’ bolstered by the late 1990s finanand ‘Maekju’ (Korean for beer). cial crisis - some who lost their jobs • As of 2013, South Korea had about turned to opening chicken joints. 20000 fried chicken restaurants. ... • The market for fried chicken is worth about three billion dollars according to Statics Korea. • There’s even a festival for chicken & beer in Daegu, South Korea.
Keywords Imagination
Collaboration To imagine together is to think about one subject as a collective created by one or more people.
Outer space The extension of imagination beyond the mind (mental space) leading to ‘imagined’ (visualised) spaces through creation.
Extension (of mind)
Dream
Thought
Representation
Collection
Use of imagination to allude to reality so characteristics of a thing or being become prominent.
To imagine repetitively is to create a imaginative collection.
Capacity (brain power)
Mental increase
Art
Growth
Enlightenment
State
Process
Memory
Solution
Interpert
Concept
Enlightenment as a religious and spiritual experience. ... Enlightenment means the “full comprehension of a situation”. Therefore, this is where imagination ceases to exisit. There is no need for thought, nevertheless imagination as there is nothing more to understand ; beyond a shadow of a doubt.
Enlightenment translates into several Buddhist terms and concepts, most notably bodhi, kensho and satori. Bodhi: its literal Sanskirt meaning is closer to “awakening”. The verbal root budh- means “to awaken.” Kensho: A japanese term from the Zen tradition (variant of Chan Buddhism). Ken means “seeing,” shō means “nature, essence”. It is usually translated as “seeing one’s (true) nature,” that is, the Buddhanature. Kenshō is an initial insight or awakening, not full Buddhahood. It’s followed by further training to deepen this insight, and learn to express in daily life. Satori: (often used interchangeably with ‘kenshō’) which is derived from the verb satoru, and means “comprehension; understanding”.
Western word enlightenment: based on the supposed resemblance of bodhi with Aufklärung (known as the Age of Enlightenment or the Age of Reason), the independent use of reason to gain insight into the true nature of our world. As a matter of fact there are more resemblances with Romanticism than with the Enlightenment: the emphasis on feeling, on intuitive insight, on a true essence beyond the world of appearances. In christianity “enlightenment” is rarely used, except to refer to the Age of Enlightenment and its influence on Christianity. Roughly equivalent terms in Christianity are illumination, kenosis, metanoia, revelation, salvation and conversion.
Related terms from Asian religions are moksha (liberation) in Hinduism and Kevala Jnana in Jainism. Moksha: (also called vimoksha, vimukti and mukti) refers to various forms of emancipation, enlightenment, liberation, and release - freedom from the cycle of death and rebirth. Kevala Jnana: omniscience, roughly translated as absolute knowledge or supreme knowledge. ... Visually, Enlightenment is heavily portrayed in relgious art as either a person or as omneiscience prescence with no face. There is reference to a greater power usually higher or within ones self.
Concept
Enlightenment as the beginning of the end. ... Enlightenment is a transformative experience in which inner peace is achieved, this experience is often seen as the beginning of an eternal phase - where souls also finds peace. This can be in a another realm such as Heaven, the Kingdom of God or a state of mind such as Nirvana.
Through out spiritual, mystical and religious teachings, there are one of three “goals” any one religious, mystical or spiritual tradition seeks. They are Heaven, the Kingdom of God, and Nirvana.
Nirvana: is often seen as a Eastern mystical concept of a place of being accessible through enlightenment such that one never is required to reincarnate. One is free from the physical plane and transcends.
Kingdom of God: a place where God rules. How God rules depended on the God in which you believe. It is slightly different than Heaven. In the Kingdom of God, all do what God wants.
Heaven: seen as a place in which God dwells and is pain free and joyous. Most concepts of Heaven give us the freedom to do what we desire within the boundaries and rules of Heaven. When we step outside those boundaries and rules, we enter Hell.
Nirvana in Buddhism is the place of absolute felicity - complete happiness reflected in the ability to express oneself. It is freedom from care and pain, bliss.
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Brahma in the Hindu religion is the absolute primordial essence; the supreme soul of the universe, selfexistence and eternal, from which all things emanate and to which all things return.
Enlightenment can also be the end of one stage of life; It is the experience of a new phase or cycle. It can refer to after death - mortal death - where heaven and hell are places of reality.
Heaven (theology) it is the residence of God and his angles, where souls receive eternal rewards after death, especially in Christian and Islamic religions. It can be seen as the regions above and around the earth or the firmament or sky. It’s seen as any condition of great happiness or any place resembling heaven in beauty or happiness.
Nirvana is more of a state of being than a place. Many seen Nirvana as a place of “No-thing-ness” out of which all creation arises and free form the binding of the spirit to have the experience of Creation.
Visually, the enlightenment is seen as an oasis, a place of serenity or a state of being at peace.
* the difference between Heaven and Nirvana is that heaven is after death: only achieved through reincarnation, while nirvana is a place achieved through the mortal mind.
Concept Mindmap Religion Social construct of faith and belief.
Enlightenment
Nirvana State of being that is a mental place.
God Supreme ruler, greater power.
Spritual Nontangiable force.
Universe Entire world as we know it and beyond.
State A way of being.
Mind, body and soul 3 key areas.
Heaven Place of freedom after reincarnation.
Cycle Circuit of life and exisitence.
Peace To be free of pain and care.
Freedom End No more, to finish.
Final Design Concept
Enlightenment leads to Nirvana, a place in which all is free from pain and care. Heaven is a similar concept in which both are places of freedom and supreme understanding but heaven is only after reincarnation. The Kingdom of God is a place after reincarnation also, however it is ruled by one supreme ‘god’ and inhabitants are not autonomus - it can been understood as a communist heaven. All three places have connotations of otherworldlyness. For this concept, all three places are interchangable as i am focussing on the idea of experiencing inner peace. Focussing on enlightenment, by juxtaposing Chimaek with this subject takes a humourous approach as it is unconventional and unexpected. Eating chimaek is enlightening experience for die-hard fans as it is a place of contentness and joy. Kim Min-jeong, who works for a legal firm in Seoul says “Chimaek is like a sigh of relief” and “Chimaek after work lets me know I’ve survived another day”. The devotion to Chimaek is religious in the sense Kim Min-jeong can be at peace, free from a day’s pain and care just by eating Chimaek. In Korean Chimaek culture there are already concepts of ‘chimaek god’. Chideokhu might call chicken chineunim which is the joining of “chicken” and the Korean word for “God.”. Chimaek fanatics call themselves chideokhu “chicken” and “deokhu” which is Korean for maniac. There is even a chicken-specific hallelujah: chillelujah!
Concept Product/Brand/Service
A Chimaek eatery. ... Enlightenment is freedom from care and pain - this can be reached through eating chimaek. Chimaek is a heavenly pairing of friend chicken and beer, it has already has a devoted following. By using enlightment to put a spin on chimaek, this eatery becomes a place of worship and nirvana for Chideokhu (chicken + maniac). This eatery will revolve around heavenly experiences and obtaining enlightenment, even if it is brief, through fried chicken and beer.
Design Direction Inspiration
‘Kukuriku’ Packaging, by Dan Alexander & Co. Fun and bold packaging design for Kukuriku, a Tel-Aviv based chicken restaurant. The branding provides a sense of movement. daitd.com/kukuriku.html
‘Hell Pizza’ Branding, by Inject Design. Branding for Hell Pizza, a NZ owned and operated pizza chain. Cohesive reoccuring theme of hell and all things naughty across entire brand from packaging to advertising. behance.net/gallery/28223993/Hell-Pizza