NATURE POEM
2003
Seoul, South Korea
Overview
Located on the last remaining prime site along Cheongdam-dong’s luxury street, this project is driven by a strong hinterland demand of over 150,000 high-income consumers and aspires to move beyond conventional luxury toward a new paradigm of value. Targeting the Creative Class—those who consume and create culture—it is conceived not as a residence for wealth alone, but as a next-generation mixed-use cultural platform where living, retail, and culture converge.
Urban & Architectural Concept
Amid a streetscape defined by standalone luxury flagship stores, the project introduces a hybrid space that fuses Eastern and Western aesthetics. Designed as an “incubator for personal branding (Me-Brand),” it offers creators both inspiration and retreat in the heart of the city. Through curated retail environments and architecturally infused artistic sensibility, the project transcends physical space to establish itself as a cultural destination and creative hub.
Business Vision & Philosophy
This market-leading project sets a new benchmark for lifestyle development by seamlessly integrating residential, business, and artistic experiences. As a trend icon and landmark in Cheongdam-dong—where cultural leaders naturally converge—it generates a powerful ripple effect that extends far beyond real estate value, actively reshaping the city’s cultural landscape.
PROJECT CREDITS
Client / LEE & CO
Research & Analysis / PLANNING KOREA
Project & Product Concept / PLANNING KOREA
Brand Developer / PLANNING KOREA & DESIGN NETWORK
Concept Architect / PLANNING KOREA & MASS STUDIES
Architect / MASS STUDIES
Marketing Strategist & Sales / PLANNING KOREA
General Contractor / ISU Construction
NATURE POEM
2008
Seoul, South Korea
Overview
Located on the last remaining prime site along Cheongdam-dong’s luxury street, this project is driven by a strong hinterland demand of over 150,000 high-income consumers and aspires to move beyond conventional luxury toward a new paradigm of value. Targeting the Creative Class—those who consume and create culture—it is conceived not as a residence for wealth alone, but as a next-generation mixed-use cultural platform where living, retail, and culture converge.
Urban & Architectural Concept
Amid a streetscape defined by standalone luxury flagship stores, the project introduces a hybrid space that fuses Eastern and Western aesthetics. Designed as an “incubator for personal branding (Me-Brand),” it offers creators both inspiration and retreat in the heart of the city. Through curated retail environments and architecturally infused artistic sensibility, the project transcends physical space to establish itself as a cultural destination and creative hub.
Business Vision & Philosophy
This market-leading project sets a new benchmark for lifestyle development by seamlessly integrating residential, business, and artistic experiences. As a trend icon and landmark in Cheongdam-dong—where cultural leaders naturally converge—it generates a powerful ripple effect that extends far beyond real estate value, actively reshaping the city’s cultural landscape.
PROJECT CREDITS
Client / LEE & CO
Research & Analysis / PLANNING KOREA
Project & Product Concept / PLANNING KOREA
Brand Developer / PLANNING KOREA & DESIGN NETWORK
Concept Architect / PLANNING KOREA & MASS STUDIES
Architect / MASS STUDIES
Marketing Strategist & Sales / PLANNING KOREA
General Contractor / ISU Construction
