seoul: home plus virtual supermarkets

we're usually not tempted to write about supermarkets because most are generic, boring spaces, but this concept is so genius that we love to make an exception. we're talking tesco's plan to increase its market share in south korea without opening any additional stores. after analyzing its clientele, the chain literally went underground, opening up virtual stores inside subway stations across the capital seoul. now rebranded home plus, millions of busy commuters order their groceries at these stores while on the move by simply using a smart phone, scan the qr code of the products of choice, and their order is immediately sent home. it's just brilliant, see for yourself!