HKU MArch II_Fall 2018 Studio_Seoungsu Retail Development Scheme Pitch Book

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

RE

TA

IL

W

O

RK

-R

W

O

ET A

IL

RK

M

IX

RE

SI

D

EN

TI

A

L

PROGRAM DISTRIBUTION

DEVELOPER GROUP 2 – BLURRING BOUNDARIES

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

RE

TA

IL

W

O

RK

-R

W

O

ET A

RK

IL

M

IX

RE

SI

D

EN

TI

A

L

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