ALVIN SUN, CHRISTY CHEUNG, WALTER WONG
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
LET’S GO
SEONGSU STYLE
PROJECT TEAM
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
PROJECT TEAM Alvin SUN
Christy Cheung
Walter Wong
MArch II
MArch I
MArch I
EXECUTIVE SUMMARY
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
• Vision Create a lively open-plan neighbourhood that embrace transparency of the backstage process in retail market, and let it teall a new story.
• Market Opportunity At this social media era, consummers are in higher demand for well-designed, high quality and ethical product.
• Target Consumer New generation of social media users who challenge the status quo and want a more engaging public life experience.
• Project Profile An open-plan, highly transparent low-rise design district dedicated to social media generation who seek a higher openness towards design and production.
• Location Seongsu-gu of Seoul is a quickly gentrifying neighbourhood, seeing many new office buildings, artful cafes, and local craft stores.
CHAPTER 01: VISION
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
An open-plan, highly transparent, low-rise design district dedicated to social media generation who seek a higher openess towards design and production.
Production & Co-work
Design & Craft
Influencer’s Dormitory
Open-kitchen Restaurant
CONTENT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
01 02 03 04 Vision & Location • Site Location • Project Vision • Concept
Market Positioning • Types of merchandise • Target Tenants
Masterplan • • • • •
Programme Site Plan Site Section Phasing FAR/Site Coverage
Architecture • Detailed Programme • Overview
CHAPTER 01
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
01 Vision & Location
• Site Location • Project Vision • Concept
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Seongsu-dong
Seoul
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Seongsu-dong is a neighbourhood in Seoul that, while not very well known by tourists, has become popular among young Koreans. The streets in this area were once lined with shoe factories and other small factories, but in recent years young artists and designers have transformed many of the old buildings into cafes and restaurants. Today Seongsu-dong has become a popular location to look for photogenic buildings and street murals.
CHAPTER 01: LOCATION
CHAPTER 01: LOCATION
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Site Analysis
PHOTOGENIC BUILDINGS AND MURALS
ONION CAFE
MURALS
ZAGMACHI
BAESAN
DAELIM SUPY
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
84% of Koreans (43Million) use social media “More than 3 in 4 millennials (78%) actively. would choose to spend money on a desirable experience or event over buying something desirable. This consumer behavior is also fueled by the rise of social media amongst millennials. They claimed that experiences get even bet- Average time on: ter when shared on social media.” social media - 1.12h Video/tv - 2.45h
CHAPTER 01: CONCEPT
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Marketing
IMAGE
VS
REALITY
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Impact
NEGLIGENCE
VS
ETHICS
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Mode
ABUNDANCE
VS
CHOICE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
CHAPTER 01: CONCEPT
With fast info tech and social media, how can retail capture the growing appetite for conscious consumption?
CHAPTER 0: VISION
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Embrace transparency for the backstage processes, let it to tell a new story.
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Front Stage
Back Stage
Support
R&D Content
Physical Product Virtual Product Performance
Making
User Experience
Designing
Production Photographing
Filming Seeing
Living
NOT SEEING
Investment Policy
Agency
Management
Seeing
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Front Stage
Front Stage
Support
R&D Content
Physical Product Virtual Product Performance
Making
User Experience
Designing
Production Photographing
Filming Seeing
Living
REVEAL
Investment Policy
Agency
Management
Seeing
ALVIN SUN, CHRISTY CHEUNG, WALTER WONG
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Product Shop
WHAT YOU SEE AND BUY FROM THE SHOP
Brick & Mortar Stores
Design Product
Social Media
Gourmet
Packaged Product
Social Media Content
ALVIN SUN, CHRISTY CHEUNG, WALTER WONG
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Experience Shop
WHAT YOU SEE AND EXPERIENCE FROM THE SHOP
Brick & Mortar Stores
Research & Design
The Making Process
Experience the product
Social Media Production
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
An open-plan, highly transparent, low-rise design district dedicated to social media generation who seek a higher openess towards design and production.
Production & Co-work
Design & Craft
Influencer’s Dormitory
Open-kitchen Restaurant
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
27% Retail
19% Living
54% Working
CHAPTER 02
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
02
Market Positioning • Types of Merchandise • Target Tenants
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Retail
Working
Living
F+B with open kitchen Korean Cosmetics Korean Fashion Home Accessories
Library/ Bookstore
Production Studio Entertainment Agencies Co-Working Space for Start-ups VC Fund/ Bank Influencer’s Dormitory Hotel
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
F&B
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Retail
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Retail
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Retail
CHAPTER 02: TYPES OF MERCHANDISE
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Working
SEOUL
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Working
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Production Studios
Working
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Living
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Living
CHAPTER 02: TYPES OF MERCHANDISE
CHAPTER 02: TYPES OF MERCHANDISE
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Tenant List RETAIL
‘Product’ & ‘Experience’ Furniture Store
Art&Design Hotel
OFFICE Production Studio
Bookstore
Entertainment Agency
RETAIL + OFFICE Boutique
LIVING
Production Studio
Shooting Studio Individual Retail Shops
PRODUCTION STUDIO R&D Centres
Production Studio
OPEN SPACES EXISTING BUILDINGS METRO STATION
‘Product’ & ‘Experience’ Cosmetics Store
Venture Capital Funds
Open-Kitchen Restaurant
Coworking Spaces
SITE BOUNDARY Cafe Onion
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Blurring the boundary of product shops and experience shops.
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Blurring the boundary of product shops and experience shops.
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Blurring the boundary of working and shopping experience.
CHAPTER 01: CONCEPT
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Blurring the boundary of working and shopping experience.
CHAPTER 01: CONCEPT
CHAPTER 03
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
03 Masterplan • • • • •
Programme Site Plan Site Section Phasing FAR/Site Coverage
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Extension of metro station Escalator linkage through metro station to better connect both sites which are currently divided by a road.
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Landuse RETAIL OFFICE RETAIL + OFFICE LIVING PRODUCTION STUDIO OPEN SPACES EXISTING BUILDINGS METRO STATION SITE BOUNDARY
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Building Area (Sqm)
CHAPTER 03: BUILDING AREA
ALVIN SUN, CHRISTY CHEUNG, CHAPTER WALTER 03: ZONING WONG
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Zoning
ENTERTAINMENT
INNOVATION
RETAIL
OFFICE
ENTERTAINMENT
INNOVATION
RETAIL
OFFICE
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Building Uses Office Shops
Entertainment Agency
Office Hotel
Bookshop / Mall
Production Studio
Event Space
Mixed-Used Retail and Office Space
Apartment
Fake Street
Real Street
Shops
Apartment Shops Apartment
Shops
Shops
Mixed-Used Retail and Office Space Co-Working Space
Office
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Key Features PUBLIC SPACE ENTRANCES
Central Plaza
ALVIN SUN, CHRISTYCHAPTER CHEUNG, 03: WALTER PROGRAMME WONG
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Green Spaces EVENT SPACE PERFORMANCE SPACE
PLAZA
MALL PLAZA
PARK PLAZA
EVENT SPACE COURTYARD COURTYARD
PLAZA
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Circulation VEHICLE CIRCULATION DROP OFF POINT UNDERGROUND ENTRANCE UNDERGROUND CARPARK
ALVIN SUN, CHRISTYCHAPTER CHEUNG, 03: WALTER PROGRAMME WONG
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Circulation PEDESTRIAN CIRCULATION PEDESTRIAN GATHERING POINT
ALVIN SUN, CHRISTYCHAPTER CHEUNG, 03: WALTER PROGRAMME WONG
CHAPTER 03: SITE SECTIONS
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
OFFICE AREA
MAIN TRAFFIC ROAD PARK RETAIL AREA
SECTION AA’
FASHION SHOPS
STUDIO AERA
CHAPTER 03: SITE SECTIONS
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
FASHION SHOPS MAIN TRAFFIC ROAD BRIDGE CONNECTION METRO CONNECTION
SECTION AA’ STUDIO AERA
CHAPTER 04
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
04 Architecture
• Detailed Programme • Phasing & Parcels
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
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PROGRAM DISTRIBUTION
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PROGRAM DISTRIBUTION
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
EXISTING BUILDINGS
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
TRANSIT LINK
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
RETAIL
FAR 0.6 EXISTING 500 SQ M PHASE 1 18,100 SQ M PHASE 2 31,800 SQ M TOTAL 50,400 SQ M
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
WORK
FAR 1.6 EXISTING 65,500 SQ M PHASE 1 2,100 SQ M PHASE 2 42,400 SQ M PHASE 3 32,400 SQ M TOTAL 142,400 SQ M
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
WORK-RETAIL MIX
FAR 0.1 EXISTING 0 PHASE 1 7,800 SQ M PHASE 2 3,400 SQ M TOTAL 11,200 SQ M
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
RESIDENTIAL/HOTEL
FAR 0.5 EXISTING 0 PHASE 1 6,700 SQ M PHASE 2 42,600 SQ M TOTAL 49,300 SQ M
CHAPTER 03: PROGRAMME
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
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ALL PROGRAMS
FAR SITE BUILT
2.9 90,000 SQ M 262,300 SQ M
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
PHASING
CHAPTER 03: PROGRAMME
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
PHASING
Phase 2
Phase 3
Phase 1
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
PHASE 1
FAR: 1.3 Site: 10500 sq m Built: 13200 sq m
FAR: 1.2 Site: 3600 sq m Built: 4400 sq m
FAR: 0.7 Site: 2200 sq m Built: 1600 sq m
FAR SITE BUILT
1.4 30,600 SQ M 43,700 SQ M
FAR: 2.5 Site: 6500 sq m Built: 17000 sq m FAR: 1.0 Site: 7800 sq m Built: 7400 sq m
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
PHASE 2 FAR: 6.3 Site: 10000 sq m Built: 62600 sq m
FAR: 3.0 Site: 7600 sq m Built: 23300 sq m
FAR: 4.7 Site: 3100 sq m Built: 14700 sq m
FAR SITE BUILT
4.5 26,700 SQ M 120,200 SQ M
FAR: 3.3 Site: 6000 sq m Built: 19600 sq m
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
CHAPTER 03: PROGRAMME
PHASE 3 FAR: 4.2 Site: 4100 sq m Total: 17400 sq m
FAR: 2.8 Site: 5300 sq m Total: 15000 sq m
FAR SITE BUILT
3.4 9,400 SQ M 32,400 SQ M
CHAPTER 03: PROGRAMME
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
ALL PHASES
Phase 2
Phase 3
Phase 1
FAR SITE BUILT
2.9 90,000 SQ M 262,300 SQ M
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
ALVIN SUN, CHRISTY CHEUNG, WALTER WONG
DEVELOPER GROUP 2 – BLURRING BOUNDARIES
Alvin SUN, Christy CHEUNG, Walter WONG
LET’S GO BYE
SEONGSU STYLE