THE SHILLA HOTEL & DUTY FREE RENEWAL
(Modern Hanok Hotel & Retail Complex Project)
2012
Seoul, South Korea
Overview
This project is a master plan designed to maximize the land-use potential of The Shilla Hotel, located within the historic sanctuary of the Hanyangdoseong (Seoul City Wall). A modern hanok–style hotel is proposed on the existing duty-free site to strengthen the property’s traditional identity, while the duty-free facility is relocated to a site with a 15-meter level difference, requiring a highly sophisticated, three-dimensional development strategy. Beyond simple expansion, the plan aims to elevate The Shilla Hotel into one of Seoul’s leading heritage landmarks, in alignment with the broader urban regeneration of the Jangchung Gymnasium area.
Urban & Architectural Concept
Responding to a site where past and present, nature and city intersect, the design adopts a “Modern Heritage” approach that extends the historical narrative of the city wall. The 15-meter topographical change is transformed from a constraint into a dynamic architectural sequence, breaking away from the conventional closed box–type duty-free mall. An open street mall structure is introduced, allowing natural light and organic circulation to flow freely, creating an environmentally conscious and open spatial experience where shopping, strolling, and cultural activities seamlessly converge.
Business Vision & Philosophy
The strategy repositions the duty-free facility from a purpose-driven retail destination into an experiential cultural platform that increases visitor dwell time and strengthens brand loyalty. The hanok hotel delivers a uniquely refined luxury hospitality experience, while the renewed duty-free space offers an inspiring retail environment—together generating strong synergies. Ultimately, the project envisions a sustainable lifestyle destination where the act of experiencing space itself becomes a source of long-term business value.
PROJECT CREDITS
Client / THE SHILLA HOTEL, SAMSUNG COSTRUTION
Research & Analysis / PLANNING KOREA
Project & Product Concept / PLANNING KOREA
Concept Architect / PLANNING KOREA
THE SHILLA HOTEL
2012
Seoul, South Korea
Overview
This project is a master plan designed to maximize the land-use potential of The Shilla Hotel, located within the historic sanctuary of the Hanyangdoseong (Seoul City Wall). A modern hanok–style hotel is proposed on the existing duty-free site to strengthen the property’s traditional identity, while the duty-free facility is relocated to a site with a 15-meter level difference, requiring a highly sophisticated, three-dimensional development strategy. Beyond simple expansion, the plan aims to elevate The Shilla Hotel into one of Seoul’s leading heritage landmarks, in alignment with the broader urban regeneration of the Jangchung Gymnasium area.
Urban & Architectural Concept
Responding to a site where past and present, nature and city intersect, the design adopts a “Modern Heritage” approach that extends the historical narrative of the city wall. The 15-meter topographical change is transformed from a constraint into a dynamic architectural sequence, breaking away from the conventional closed box–type duty-free mall. An open street mall structure is introduced, allowing natural light and organic circulation to flow freely, creating an environmentally conscious and open spatial experience where shopping, strolling, and cultural activities seamlessly converge.
Business Vision & Philosophy
The strategy repositions the duty-free facility from a purpose-driven retail destination into an experiential cultural platform that increases visitor dwell time and strengthens brand loyalty. The hanok hotel delivers a uniquely refined luxury hospitality experience, while the renewed duty-free space offers an inspiring retail environment—together generating strong synergies. Ultimately, the project envisions a sustainable lifestyle destination where the act of experiencing space itself becomes a source of long-term business value.
PROJECT CREDITS
Client / THE SHILLA HOTEL, SAMSUNG COSTRUTION
Research & Analysis / PLANNING KOREA
Project & Product Concept / PLANNING KOREA
Concept Architect / PLANNING KOREA
