The role of streetscapes quality in coffee shop location shifts: A case study of the Hongdae retail district in Seoul

Abstract

As the experience economy and omnichannel retail expand, retailers increasingly prioritize residential-adjacent streets beyond traditional centers. Specifically, coffee shops—low-barrier, pedestrian-oriented third places—are spreading along alleyways and mixed residential streets. This study examined how visual (e.g., enclosure and openness) and perceptual (e.g., liveliness and beauty) streetscape qualities are associated with coffee shop location patterns. Using deep learning and semantic segmentation on street view images in the Hongdae retail district in Seoul, we quantified physical and perceived streetscape characteristics. The results reveal phase-dependent locational shifts. In the establishment phase, new coffee shops were concentrated along boulevards with vehicular exposure. In the growth phase, new openings were associated with higher subway accessibility and aesthetic quality. In the spillover phase, openings were increasingly observed in visually vibrant alleyways—characterized by higher enclosure, openness, and perceived liveliness—despite limited transit access. These findings suggest that coffee shop locations become progressively aligned with street-level experiential qualities, which can be interpreted as an outdoor servicescape operating alongside traditional location mechanisms. By extending servicescape from store interiors to surrounding streetscapes, this study highlights offers an exploratory framework for linking the spatial configuration of retail environments with customers’ experiences of everyday consumption spaces.