We are proud to share our winning design for Seoul Valley, a 360,600 m2 development located in the center of Seoul. Combining office, retail, hotel, and residential program within a sprawling public podium, our aim is to brings renewed urban life and greenery to the center of the Seoul. Prominently located immediately adjacent to the capital's main station, Seoul Valley sets a standard for the city's regeneration campaign foregrounded in the pedestrian experience
“For well over a decade, Seoul has been actively working to revitalize its urban fabric, focusing on the spaces between buildings and the pedestrian links," explains Jacob Kurek, Partner at Henning Larsen. "Seoul Valley fits into that vision, promising to bring public life back to the center not just through shops and amenities but through a design that focuses on public comfort, greenery, and local tradition.”
The Valley's three large towers subdivide into smaller masses to reduce the sense of scale and create community between the spaces at ground level. The ‘ground’ level is spread over multiple, with gardens, terraces, and courtyards defining the spaces in between the shops, cafes, and restaurants.
The future city needs to perform like a landscape. Our design for Seoul Valley aims to bring a village-like atmosphere to the heart of development, merging the scale of the city and the more comfortable scale of neighborhoods. The ‘ground’ level is in fact spread over multiple, with gardens, terraces, and courtyards weaving between shop and office spaces.
The urban geography of Seoul combines a topographical layer of valleys and mountains with a built layer of skyscrapers and dense infrastructure. Seoul Valley responds to this quality by creating an urban landscape that rises and falls like the land it sits on.
“With Seoul Valley, we were interested in developing a scheme that merged the outsized scale of the city today with the small patchwork structures of its past,” says Kurek. “By dissolving the scale at the public levels, we not only make it feel more livable, but nod towards the beautiful structures of old Seoul. Our hope is for Seoul Valley to become a home to not just high end shops but also craftsmen and artisans.”
Seoul Valley employs an ‘inside out’ retail scheme that prioritizes visitor experience over sheer commercial frontage. Rather than create maze-like double loaded corridors, retail modules are dispersed throughout the site, allowing visitors their choice of journey. In particular, Valley acts as an urban shortcut between the main station, Seoullo 7017 Skygarden and Seosomun Park. This outdoor passage allows access to restaurants and views into the shopping areas, attracting passersby who were not necessarily interested in or planning to enter a mall.
Seoul Valley creates a new retail typology where back sides are eliminated and an inviting façade tracks the entire site perimeter. A new setting for lunches, meetings, dates, and evening strolls, it is a retail experience to remember and recommend.
Seoul’s 2030 plan for urban development in the Korean capital sets ambitious goals: to establish a people oriented, culturally vibrant, historic, safe, and communal Seoul. Seoul Valley aims to meet these goals and then some, creating a comfortable and vibrant living room for locals and visitors, shoppers and workers, streamers and influencers alike.
The project will enter the Schematic Design phase in the spring of 2021.