Emart, Korea’s No.1 leading hypermarket chain, envisioned a holistic transformation of a retail space beneath its headquarter as an experiential flagship store. The initiative aimed to redefine the site into a distinguished destination within Seongsu District, departing from the conventional hypermarket paradigm.
As-Is
To-Be
In the heart of Seongsu District, also known as Seoul’s Brooklyn, the Seongsu Brooklyn Center is crafted in homage to the area’s iconic shoe factory heritage. From the conceptual phase, it aimed to curate a distinctive experience of a localized cultural retail destination.
Collage of Factories in Seongsu District
We conducted a text-mining analysis of approximately 15 million consumers from 2014 - 2017, mentioning ‘Seongsu’ on social media. This analysis aimed to define what Seongsu Brooklyn Center should stand for.
Research revealed that Seongsu's appeal lies in its vintage and industrial character. Furthermore, we observed strong parallels between Seongsu and Brooklyn, leading us to anchor the 'cultural center' concept on this shared identity.
Unlike other trendy spots around Korea, Seongsu boasts a more spacious, vibrant, vintage-industrial ambiance.
Seongsu characterizes by vintage, industrial, sensory, and spacious elements.
Both offer great industrial vibes and trendy spots to enjoy. Seongsu especially has a lot of keywords related to its spatial aesthetics.
Source l Social metrics, 2014.01.01 - 2017.12.31
Based on research insights into how people perceive and feel about Seongsu District, we have defined
the approach for shaping the new 'Seongsu Brooklyn Center.'
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A completely re-imagined shopping experience that thrives the life of Seongsu into a Neighborhood Market
Curated selection of stores and services for both local residents and those outside the neighborhood
Not just of the community, but for the community
Inspired by the origins of industry and factories of making, building, creating
Rich with culture and new experiences to see and learn from
Introduce customers to unique tastes, sights, and entertainment
Where people come together to bond, learn, shop and enjoy
Immersive & social Shopper
both with and outside
the trade areas
Inspire Discovery
Bring People Together
Integrate Effortlessly
Deliver the Seongsu Flavor
Immersive Retail
Multi-sensorial design, theatrical entrance
Dedicated dwell and social areas
Public terrace/garden, open patio
The design of the Seongsu Brooklyn center incorporates a thin, modern sans-serif font,
reflecting the area's evolution from a historic shoe factory district
Our goal of creating a holistic experience encompassing both office and retail spaces was realized through an impactful facade. By seamlessly integrating the two buildings into a single horizontal space, we achieved a unified, signature experience at eye level, reminiscent of strolling through a neighborhood street.
Drawing inspiration from the large, industrial doors of factories and warehouses, we incorporated a garage-like facade opening to convey the building's industrial aesthetic.
Furthermore, the facade strives to capture the essence of the neighborhood through the use of materials like brick, concrete, and shaded steel, while also reflecting the surrounding context and the local community.
Inspired by the industrial character of the old factories in the area, we decided to develop
the spatial concept of "Under Construction". The design incorporates materials such as brick, steel,
and metal throughout the space, evoking the essence of the historic factories.
Spatial Concept Elevation
Spanning from the 1st to the 3rd floor, all spaces are vertically connected to the central plaza on the ground level, enabling the expansive, free-flowing concept of this cultural complex.
This purposefully designed multiple floors are centered around community-focused contents, inviting people to gather and share the experience.
This project was one of the earliest one that I was involved in after joining my former company. As a junior designer, I contributed to the initial research phase, analyzing the site and customers' voices to shape a cohesive brand and spatial identity.
Collaborating closely with a project manager and global experts, I learned to communicate effectively and guide diverse teams toward achieving the best outcomes. Working with professionals from the U.S. and Spain, I also gained valuable insights into crafting brand strategies and aligning them with impactful spatial concepts.
