Previously, the company opened the Korean restaurant project ETable in Seoul but closed its doors in 2011 and Podonamu in Tokyo.

In 2009, SM ventured into opening a pub in collaboration with the local hamburger joint Kraze, the Chi Mc, but the project failed.

It is expected that it "satisfies both the mouth and the eyes" as it transforms into an "inviting lounge to provide unique pleasure", as well as a space to see various contents such as ceiling media images and SM Entertainment artists' holograms.

The space will be showing a "unique dining culture" where visitors can taste menus from around the world such as Korean, Chinese, Japanese, and Western food when ordering the course.

[14] In winter, rooms use the ondol principle and provide a cool space without air conditioning, similar to a wine cellar cave in a winery in summer.