In Korea, cafes are no longer just places to grab a cup of coffee. They are increasingly becoming cultural venues where visitors can discover local brands, browse curated products and exhibitions and sample menus developed in collaboration with local businesses. The shift extends beyond cafes, with retail spaces doubling as venues for exhibitions, performances and pop-up events. For Urbanplay CEO Hong Joo-seok, every space has a story of its own. He believes the value of a physical space lies not simply in its design, but in the experiences it offers and the stories it tells visitors. "It is important to carefully plan what kind of content visitors will experience and what services can keep them connected to a brand even after the experience ends," Hong said in a recent interview with The Korea Times. "We are not a company that simply designs the physical structure of a space. We plan the content inside it and design the user experience," he added. Founded in 2013, Urbanplay connects brands and local creators with audiences through physical spaces. Rather than designing buildings or interi