With a total project cost of KRW 32 trillion, this is the largest national-scale development project since the founding of the Republic of Korea—a true National Mega Project. Conceived to elevate Yongsan, the very heart of Seoul, into a global hub of economy and culture, the project carries profound national symbolism. It aims to heal the city’s fragmented historical fabric while transforming Korea’s historical heritage into a central driving force of the 21.5-century future economy.

Urban & Architectural Concept

Through global collaboration with world-renowned architect Renzo Piano and six leading international design firms, the project introduces an original urban framework known as the “Core–Node–Cell” model. The site is organized into five distinct clusters, each defined by its own concept and target group, forming a self-sustaining mixed-use city where commercial, business, and residential functions operate in organic synergy. This approach establishes a flexible and adaptive urban structure, capable of expanding or contracting functions in response to future demand shifts, while completing a grand urban axis connecting Yongsan with the Han River.

Business Vision & Philosophy

A comprehensive marketing and premium positioning strategy was developed to maximize the value of the eco-friendly and future-oriented “Han River Eco-Economic Zone.” Moving beyond conventional development, the master plan dramatically enhances project feasibility through vertically and horizontally integrated programs that respond to evolving lifestyle patterns. By maximizing revenue potential, the project positions itself as a global standard and benchmark for next-generation urban development—a monumental master plan destined to become a reference model worldwide.

PROJECT CREDITS

Clients / 롯데관광개발(주), SAMSUNG C&T

Project & Product Concept / PLANNING KOREA

Master Concept Planning / PLANNING KOREA,

Urban Planning / Daniel Libeskind

Feasibility Study & Business Planning / PLANNING KOREA, AEARNEY KOREA

Concept Architect / PLANNING KOREA, Daniel Libeskind

Architect Design/ Renzo Piano, Asymptote Architecture, MVRDV, Adrian Smithmm, Helmut Jahn, KPF, SOM etc. total 19