Maxim Plant

_hyogeun_

"Breakdown of barriers to entry amid ambiguous boundaries"
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The brand 'Maxim' was instant coffee that adults enjoyed since I was little. At that time, there were few competitors' products, and Na-young Lee and Yuna Kim appeared on TV as 'Human Maxim' and sang the addictive 'Maxim Song', so it was not a strange result that this became a national coffee. A yellow box filled with coffee mix in a bundle was always a must-have item next to the water purifier in the classroom, and mixing the contents with water and stirring it into a yellow shell was a common 'soup rule'.
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But now, a wide variety of instant coffees are available in the market, and you can even buy a machine and brew coffee to suit your taste at once, so Maxim's reputation at that time cannot be said to be what it is today. Maybe that's why, 'Maxim', which has established itself as the nation's coffee, may have intuited that the time has come for a change.
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The space to be introduced this time is different from the 'Maxim' we know. The yellow color seen in the product box is nowhere to be found, and unless it is a logo, it is impossible to think that it is a space developed by Maxim. fresh from the menu. You can order coffee according to your taste using various blending methods, as well as enjoy a newly transformed coffee by adding the creativity of a barista to the familiar Maxim coffee. A variety of menus derived from solid basics make people happy.
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The first thing you notice when entering the building is the basement level. The basement level of this place overcomes the shortcomings of Itaewon's land well. When the building is seated on a steep hill close to the cliff, the basement floor is exposed without burying, allowing light from the inside as it is. Thanks to this, only the name is underground, and the boundary between the ground and the underground remains ambiguous. In particular, the true value of this place is spring and autumn rather than summer and winter. The doors on each floor are finished with a folding door, which matches the cool weather of today. This is because, on a day like today, you can open all the windows and enjoy a break while staying in the space that is inside as if you were outside.
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In particular, the space is expanded to an outdoor terrace by leaving the first floor open, so this is a shelter in the city center and a hub for Itaewon people. Thanks to this, the dark-colored exterior came closer with sophistication rather than rejection, and the ambiguous boundary lowered the barrier to entry. This is 'Maxim Plant'.
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#A space that gives you a good _experience
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250 Itaewon-ro, Yongsan-gu, Seoul
Daily 10:00 - 22:00