UNESCO CITY OF DESIGN - SEOUL

8/20/2019 UNESCO CITY OF DESIGN - SEOUL

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U N E S C O C I Y O F D E S I G N SEOUL

APPLICATION_Design Seoul Story


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D E S I G N S E O U L S O R Y


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Te “” o(Seoul) expresses the mountains that surround the city.

Te “” o stands or the sun as well as the people(the citizens o Seoul).

Te “” o is the calligraphy o Seoul that symbolizes the lie-giving Hangang River.

(Young-Bok Shin, calligrapher)


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5Design Seoul Story


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6 U N E S C O C I Y O F D E S I G N SEOUL


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7Design Seoul Story


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Hunminjeongeum

Gyeongbokgung(Palace) Sundial MobileRoyal Court Cuisine

Haechi

Hanbok Urban Fish Structure Cheonggyecheon Wall of Hope


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2002 World Cup_Seoul Plaza Jongmyo(Royal Shrine)

Hangeul Pattern Fashion Color Wrapping Cloth N Seoul Tower


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Six hundred years ago, the man given the task o locating the ideal land or the capital city settled on the site o Seoul only afer

he searched the entire nation and arrived at the at land surrounded by mountains intersected by the Hangang River. It has been

an age-old custom in Korea or a man to seek out his ortune in nature. Such custom is thought to have originated in the belie that

things are not considered simply as single objects but as objects that exist in relationship with people. In the hearts o the ancientpeople o Seoul who knew the signicance o objects, design had already begun.

Hanok, Korea’s traditional homes, has a very attractive residential design in which the articial and the natural are not separated but

achieve harmony that brings the lives o its dwellers close to nature. Temadang (courtyard) is the most important part o the house

or understanding the liestyle o Koreans. Generally, everyday activities take place in the madang but it is also used to hold special

events such as weddings, unerals and community estivals. Te people o Seoul have greatly valued coexistence not only with other

members o the community but also with nature in their daily lives.

Te traditional people o Seoul were a vibrant people who composed poems when they were alone, sang songs when two came to-

gether, and danced when they gathered in a group. Te unique dances and songs or expressing happiness, sadness and love became

the tradition and style o the people o Seoul. Additionally, the people o Seoul enjoyed love stories like Chunhyangjeon (Story o

Chunhyang) and shared their joys through the narration o sorikkun, or the singer o traditional narrative songs. Tey also enjoyed

satirical plays about the mundane world and clapped with their neighbors while watching madanggeuk (outdoor plays).

Stories cannot be created without peace o mind. Te jangseung (guardian posts) standing at the entrance o the village and

the dokkaebi (goblins) carved on the roo tiles were characters rom old olk tales that were brought out into the real world.

Wherever people gathered, such hideous creatures always appeared but there was no need to worry. Tese creatures never strayed

rom the clever storylines that people created. Te secret to naturally orming a unied consciousness throughout the country was

in the oral transmission o these olk tales.



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I stories orally transmitted rom person to person were to end there, then it would be very difficult or a nation’s commonly held

ideas and spirit to be passed down rom generation to generation. Realizing that many people were unable to express themselves

well because the spoken language was different rom the written language, King Sejong created Hangeul (the Korean alphabet)

with 28 consonants and vowels. Tis resulted in the unication o the written and spoken languages and allowed the Koreans to

maintain their unique culture and easily acquire new technologies.

It is not surprising that the nation that created Hangeul also developed the world’s rst rain gauge. From the creation o the stone oorheating system to the sundial, water clock, crane, and even the ironclad turtle-shaped warship, science and technology have always been a

part o Koreans’ everyday lives as well as special circumstances. Koreans have also demonstrated originality in the elds o architecture and

art. Tey have created works o outstanding value in the areas o traditional Korean painting and ceramics not to mention Jongmyo(Royal

Ancestral Shrine) and the ritual music.

echnological advancement did not make Koreans prideul. Tis is because instead o being excited over a single change, Koreansplaced great importance on the traditions created and passed down by their ancestors. Additionally, while they are generous with

others, they are very strict with themselves. Korean people understand dignity.Hanbok(Korean traditional dress) is not merely

a garment or covering the body but is a dress that reects the consciousness o the Koreans. Although propriety rises rom one’sheart, a hanbok instills reverence in its wearers.

Like Bibimbap (rice mixed with various ingredients), which Koreans enjoy so much, Korean people ully understand that there

are traditions that must be kept but there are also things that can be improved by mixing with others. Koreans remember the late

nights when their mothers wove pieces o worn out clothing under ickering candle light one piece at a time to make a checkered

wrapping cloth. A child lying next to his mother would all asleep watching the useless pieces o clothes slowly orm into a shape.

Ten dreams… o a world that is as beautiul as the colorul checkered wrapping cloth...

11Design Seoul Story


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A ower bloomed in Jamsil o Seoul on October 2008.In the special event held during the Seoul Design Olympiad 2008, the citizens o Seoul collected1.7 million pieces o plastic waste to transorm the Jamsil Stadium, the venue or the 1988 Seoul Olympics,into the world's largest installation art that was reminiscent o a ower.

Te Seoul Design Olympiad was a public design estival allowing every participant to become a designer,where 2 million people all over Seoul visited, enjoying and experiencing the creativity, reedom, diversity and beauty o design.Seoul citizens see design as not only a tool or supercial beauty but a daily behavior to make unpleasantthings pleasant, unsae things sae, and uncomortable things comortable. Tey also believe design haspotential to touch our emotion and enrich our lives.

Design is a philosophy o Seoul citizens, as well as a way o their lives.Te public servants o the Seoul Metropolitan Government and I, the mayor o Seoul, are workingtogether on a wide variety o initiatives to turn Seoul rom a Hard City depending on quantity-basedgrowth into a Sofy City where design leads to a value and a culture.

Seoul, an ecological city with beautiul natural landscape.Seoul, a cultural city o prestige with a time-honored history.Seoul, a advanced dynamic city with a robust I inrastructure.Seoul, a knowledge based global city.

Tese are the vision o the uture Seoul.I rmly believe that joining the UNESCO Creative Cities Network will provide extended opportunities orus to take shape o the vision o Seoul.

As mayor o Seoul, on behal o the Seoul citizens, I hope to orm an alliance and collaborate withUNESCO Creative cities worldwide. As well, I am looking orward to Seoul moving orward with its actionsand vision concerning design by joining the network o UNESCO Creative Design Cities.Sincerely,

Oh Se-hoon _Mayor o Seoul



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Seoul was ounded as the capital city by the Great Monk Muhak, the royal

preceptor o King aejo, the ounder o Joseon Dynasty. Te area was selected

based on the principles o pungsujiri, Korean traditional geomancy common-

ly known as fengshui. Seoul was an ideal city that possessed all the conditions

o a propitious site betting a capital city. Situated at the center o the Korean

Peninsula, the location aci litated nationwide governance and the Hangang

River owing on the southern side o the capital city provided a convenient

means o water transportation. Additionally, Seoul is also recognized or

its beautiul environment surrounded by high mountains. Jeong Do-jeon,

a subject o King aejo, selected the sites or the royal palaces as well as the

Royal Ancestral Shrine, and designed the urban structure o Seoul including

assigning names to all the palaces.


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Mt. Bukhansan(836 m):A national park located

inside the capital city of Seoul

Bukhansan is a mountain that is ofen visited by the

citizens o Seoul. Te mountain’s 8 km hiking trail with

the beautiul cherry blossoms in spring and numer-

ous valleys provides a scenic and comortable reuge

or the people o Seoul. In particular, the rocky slopes

and terrain o Bukhansan are especially loved by manymountain climbers. In the old days, Bukhansan used to

be known as Samgaksan.

Geunjeongjeon of Gyeongbokgung Palace:

Originally built in the 3rd year of King Taejo

(AD 1395) and rebuilt in the 4th year of King

Gojong(AD 1867)

Geunjeongjeon, the Imperial Trone Hall, o Gyeong-

bokgung Palace is designated as National reasure No.

223. It is the largest wooden structure still in existence

in Korea today. Geungjeongjeon has historical value

or being the royal audience chamber o Gyeongbok-gung, the royal palace during the Joseon Dynasty.

Surrounded by the two mountains, Baegaksan and

Inwangsan, and with a spacious courtyard, Geung-

jeongjeon displays a magnicent architectural design.

Hangang River(405 km): The very long and

wide river running through Seoul

Te Hangang River, covering the extensive regions o

the central part o Korea, is the lieblood o the na-

tion that birthed the nation’s political, economic and

cultural center afer King aejo, the ounder o the

Joseon Dynasty, designated the surrounding area asthe nation’s capital. Te river plays an important role

as the major water supply, the source o hydro power,

and the irrigation water supply or the citizens o Seoul.

In recent days, the Hangang River has been revitalized

through the Hangang Renaissance Project.


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Jongmyo(Royal Ancestral Shrine) and

Jongmyo Jerye(Royal Ancestral Rites)

Jongmyo, the oldest and the most prestigious Conu-

cian traditional ancestral shrine or honoring ormer

kings and queens o the Joseon Dynasty, has a unique

architectural structure built with only the minimal

architectural elements o roos and columns.

Jongmyo Jerye, the Royal Ancestral Rites, is held eachyear at Jongmyo. Te Jongmyo Jerye is a complex art

orm that includes a ritual ceremony perormed by 500

officiants, a perormance o Botaepyeong and Jeong-

daeeop by the Royal Court Orchestra, and the Parilmu,

a ritual dance composed o 64 dancers in eight rows.

Tere are many shrines in the world but it is extremely

rare or a ritual ceremony to be passed on and

perormed annually or over 600 years.

UNESCO has appointed Jongmyo as Korea’s rst

UNESCO World Heritage, and the Jongmyo Jerye

was designated as the rst o Korea’s Masterpieces

o the Oral and Intangible Heritage o Humanity byUNESCO.

– It is a unique burial place ormed with perect

symmetry and movement and a design o the ritual

ceremony system.

– It embodies the general architectural elements o

urban city ormation during the Joseon Dynasty

– It is an outstanding architectural structure that

portrays the solemn atmosphere o the ritual place

and restrained beauty composed within the

connement o minimal space.

– It is the expression o a unique and originalarchitectural space ound nowhere else in the world,

allowing horizontal extension as the number o

royal spirit tablets increased.


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King Sejong the Great

Te 4th king o the Joseon Dynasty(reign: 1418-1450).

King Sejong appointed young scholars and practiced ideal politics

based on Conucianism. ogether with the scholars o Jiphyeon-

jeon, an institute or ostering scholars and conducting academic

research, he created the Hunminjeongeum. He is also credited with

commissioning scientic research that resulted in many scientic

inventions including the rain gauge. King Sejong expanded the

territory by establishing the six garrison posts and made notable

achievements in the areas o politics, economy and culture.


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Hunminjeongeum

A new writing system introduced in 1446(the 28th

year o King Sejong) during the Joseon Dynasty.

o help people communicate with each other, King

Sejong ordered the scholars o the Jiphyeonjeon to

create a phonetic writing system with distinct con-

sonants and vowels. In contrast to other languages

in use throughout the world, whose origins can-not be traced in terms o a specic creator or time,

Hangeul(Hunminjeongeum) is recognized as the most

unique writing system because there is a clear record

o its creation.

– Te basic principal behind the creation o Hangeul

was “difference”(), “compassion or common

people”( ), and “ease o use”( ). In other words,

King Sejong, understanding the difficulties caused by

the differences between the spoken and the writ-

ten languages, elt compassion or the illiterate poor

people o the nation and sought to create a writingsystem that was easy to learn and use.

– Hangeul is designed with scientic and systematic

letters according to the principles o phonology in

which the generation and structure o sounds are

based on the theory o Yin-Yang and the Five

Elements.

– In short, the shapes o the basic letters were derived

rom shape o phonetic ormation and the three

elements o heaven, earth, and humans. Based on

such basic letters, the remaining letters were created

to enhance the organizational system.

– Hangeul is composed o 24 letters—14 consonantsand 10 vowels. It is a unique system in which, unlike

general phonetic systems such as the Roman alpha-

bet, the consonant(s) and vowel(s) are combined,

either next to or on top o each other, to create a

single sound unit.


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Namsadang Nori(Traveling Performance)

Namsadang is a traveling perormance group

composed o male members. Since the late Joseon

Dynasty until the 1920s, these groups traveled rom

one arming villages to another providing entertain-

ment to commoners throughout Korea.

Marriage CeremonyTe traditional marriage was carried out in various

stages. Te rst is the Euihon, the process o discuss-

ing marital intentions. It is ollowed by Napchae,

which is the process o sending various inormation

o the groom in a package called the Sasung. Ten the

third step is the Nappae, which is the process o send-

ing wedding gifs by the groom’s amily to the bride’s

amily. Te last and the most ceremonial is the Chiny-

oung, which is the actual wedding ceremony itsel.

Chajeon Nori

Also known as the Dongchae Ssawoom or Dongtae

Ssawoom, the Chajeon Nori is one o the major es-

tival games played during the Tanksgiving holi-

day. Winning is largely swayed by the participating

players’ erocious strengths. Te act that the game

requires great physical strength is well expressed on

the aces o the participants as well as the spectators.

Shinseonlo:The Royal Court Casserole

It is also called the Gujatang, Yeol Gujatang, or the

Tangguja. Shinseonlo is a casserole dish in which various

meats and vegetables are sliced and colorfully arrangedin a circular burner pot. Broth is poured over and boiled

and eaten while it’s hot.


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Te Korean War brought about a period o unprec-

edented destruction and suffering to the people o

Korea. By the time o the cease-re, the war had

brought over hal a million casualties to the Korean

and UN orces and over 1.5 million casualties to the

enemy orces. In addition, the Korean War created

over 10 million dispersed amilies and paralyzed

the entire nation.


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Industrialization and development took place in such a

disorderly manner that it destroyed the quality o lie.

Te lessons learned through Seoul’s period o industri-

alization will become a great resource or developing

cities in the third world.


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Te weariness with industrialization became an oppor-

tunity to consider what made a city an inhabitable city

or people. oday, policymakers in Seoul and all Seoul

citizens alike are dreaming o a city in which all its citi-

zens can live healthy lives and harmoniously coexist.


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Culturenomics, which creates economic values

through the development o culture, is Seoul’s new

growth strategy. All o the policies o Seoul can be

collectively expressed in a single key word: design.

Urban design is the work o beautiying the cold

urban exterior that projects no individuality, the

streets disordered with mismatched signs and acili-

ties, and rectangular, matchbox like buildings.

During the past two years, the city o Seoul has

employed vast city resources to develop the ounda-

tion or the world’s design center city. Such efforts

were highlighted with the designation o Seoul as the

2010 World Design Capital. In March 2008, the

official inaugural ceremony o the World Design

Capital(WDC) was held and Seoul proclaimed its

historical beginning as the 20 10 World Design Capi-

tal. Based on such recognition, Seoul has developed

diverse initiatives to maximize the ripple effects o

being designated the 2010 World Design Capital,

utilizing the WDC brand value until 2010.

On the grounds where Dongdaemun Stadium once

stood, Dongdaemun Design Plaza & Park, Seoul’s

new design Mecca, will be constructed. It will be a

magnicent landmark betting the title o the 2010

World Design Capital. With the completion o the

project, Seoul will possess a city landmark that can

stand shoulder to shoulder with Sydney’s Opera

House or the Guggenheim Museum o Bilbao. Seoul

has also launched the Seoul Design Olympiad, which

is a global design est ival or inorming the world oDesign Seoul’s capabilities and vision. Seoul is a creat-

ing synergy effect as the design center city through

the annual event.

In addition, 2009 will be the year or innovation in

public design. Seoul recently designated Haechi, a leg-

endary and propitious animal, as the symbol o Seoul

and announced the city’s colors. Te streets o Seoul

are being beautied. Every corner o Seoul is being

transormed to match the beauty ound in the citi es

o advanced nations through the Street Renaissance

Project. When the exterior o Seoul becomes dressed

in design, the daily lives o the people o Seoul will be

rich with culture. Under the master plan or creating

a Creative Culture City, Seoul will be transormed so

that culture will be ubiquitous throughout the city.

o achieve the objectives o the master plan, various

cultural industries will be supported, the Hi Seoul

Festival will be upgraded to a year long estival, and

diverse cultural programs will be provided to the

people o Seoul at minimal or no cost.

Urban Design:Building Wealth

through Culture


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Te city o Seoul has launched a large-scale innova-

tion project to improve civil service with ocus on

increasing customer satisaction and enhancing the

happiness o citizens. Tis is the initiative o Ser-

vice Design. When there are products with similar

qualities and unctions, the choice is then based on

the beauty o the product’s design as well as riendly

and thorough service rom the actual purchase to

post sale warranty service. Service design alls under

the latter. Te common complaints o citizens about

unriendly government workers and bureaucratic

government institutions are now a thing o the past.

Since the beginning o the ourth democrati-

cally elected local government, the city o Seoul has

emphasized the necessity o creative government

policies. Creative government policy is a way o

thinking rom the citizens’ perspective. wo major

programs that were developed by considering what

was most urgently needed rom the citizens’ point o

view are the Shif Program, a long-term, home leasing

program that allows people to live i n a rental home

or twenty years as i it were their own home, and the

120 Dasan Call Center, a one-stop civil service center.

Because these projects developed rom considering

the citizens’ immediate needs, the policy received a-

vorable responses with an increased satisaction rate.

Te 120 Dasan Call Center, which is a one-stop civil

service center that resolves citizens complaints or

responds to their inquiries, is an exemplary model

o Seoul’s Service Design initiative. In the past, whencitizens called City Hall, they aced many inconve-

niences, such as being transerred rom person to

person, or even recordings, until they nally reached

the person in charge. Because at the Dasan 120 Call

Center, the phone is answered by a real service rep-

resentative within 12 seconds, and in most cases, the

problem can be resolved immediately over the phone,

it has lef a avorable impression o the city’s admin-

istrative services. Since its official launch in Septem-

ber 2008, more than 2 million people have used the

service and the center currently receives an average o

over 10,000 inquiries a day.

Te Shif Program, which provides a long-term

housing lease at up to 80% below the market price

or 20 years, is another avored policy developed

by the ourth democratically elected government.

Tere was such a positive response to the program

that it received the 2007 Creative Seoul Award. Te

Shif Program is the result o ocusi ng on the idea

that the biggest concern o citizens who do not own

their own homes is to nd a place to live. Shif has

transormed the concept o a home rom a “place to

buy” to a “place to live.” In other words, it has shifed

the paradigm rom “ownership” to “residence.” Te

city o Seoul is planning to continuously increase the

supply o homes or the Shif Program to a total o

60,000 homes.

Service Design:Implementing

Policy Created from the Citizens’

Perspective


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System Design is the initiative that transormed the

organization and system o the Seoul Metropolitan

Government. Te Government offers special incen-

tives and benets to hardworking employees while

providing opportunities or training and sel-exam-

ination to those that all behind. Such an innovative

personnel management system also had a large inu-

ence on the society.

o implement city policies or enhancing the city’s

competitiveness and to improve the quality o lie or

all citizens, increasing the competitive edge o the

public service organization was most critical. Seoul

has achieved powerul human resources management

innovation that included a new personnel manage-

ment system based on creative government policy

inrastructure in order to shed away its bureaucratic

image and to increase the competitiveness o govern-

ment employees.

Te organization was transormed rom a system in

which promotion was based on years o service to a

system that rewarded hardworking individuals. Until

now, it took an average o 29 years or the ninth grade

government employees to be promoted to the fh

grade. But with the new system, it is now possible

to achieve this within 17 to 18 years. In this era o

endless competition, even public service organiza-

tions need to acquire a competitive edge. Te system

weeds out those who do not work with creativity and

passion.

In addition, the dong (the lowest administrative unit)

offices were either closed or merged as a part o the

effort to streamline the administrative body. By the

end o 2008, 100 o 518 dong offices were restructured

and remodeled as public acilities, such as childcare

centers, libraries or cultural centers. Te civil service

employees that used to work in closed dong offices

were reassigned to social welare and other areas that

will contribute to the improvement o citizens’ lives.

Such innovative ways o t ransorming organizations

and systems was provided by the System Design o

the Seoul Metropolitan Government.

Over the past two years, Seoul has established the

oundation to become a bright and attractive global

city. Now, as the city takes steps toward a new mile-

stone, such innovative efforts will become maniest

one by one. Seoul is changing. Te uture o Seoul, a

Creative Culture City, is bright.

System Design:Increasing the

Competitiveness of Seoul

Government Employees


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Vision of DESIGN SEOUL

HARD CITYFunctionality and efficiency oriented city

Construction and industrialization oriented city

Vehicle oriented city

Speed addicted city

City cut-off from history and tradition

Exhibition and speculation oriented city

Precision oriented city

Energy over-consuming city

Structure oriented hardware city

Fixed solidified city

Central oriented city

People first city

Culture and arts oriented city

Pedestrian oriented city

City appreciating the speed of a bicycle

City with its vein networked with history and culture

Participation and experience oriented city

Fun and entertaining creative city

High energy efficiency city

Contents oriented software city

Moving, amoeba like city

Distributed balanced city

Heavenly bestowed natural beauty

Nature and environment_Healthy ecological city

Perpetual history and traditional culture

History and culture_Elegant cultural city

Cutting-edge IT infrastructure

Technology and industry_Dynamic high-tech city

Ten million citizens with a high level of education

Human and health_Knowledge based global city

SOFT CITY VISION


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As the nation’s capital city or over 600 years, Seoul has been the site o the development o historical culture that has shared both the joys and the sorrows o the Korean

people. It is also the city in which energy rom all areas i ncluding politics, economy, and society is concentrated.

oday, Seoul is making vast efforts to increase its brand recognition. Te city’s competitiveness is believed to be equally important to, i not more important than, the

national competitiveness in today’s globalized society.

Seoul is also maki ng diverse efforts to increase the city’s competitiveness. Tere are plans to construct new global landmarks through architectural structures, but above

all else, Seoul desires to become a global city with attractive cultural assets by ocusing on the preservation o its cultural heritage and tradition.

From its inception, Seoul has had the characteristics o an eco-city. Seoul’s geographic position is ormed i n a way that allows the harmonious coexistence o humans and

nature. Within the heart o the city ows the Hangang River, a major source o the lie o Seoul. Te city is surrounded on all sides by the natural orestry o Mt. Bukhan-

san, Mt. Gwanaksan, Mt. Namsan, and Mt. Ansan. However, as a result o the industrialization efforts that have continued or over fy years since the Korean War, only

business establishments and skyscrapers remain in the urban space.

A natural consequence o introspection on such a result is the dream o an eco-city. Seoul has commenced planning or a sustainable city in which humans and nature live

in harmony as in the past. Seoul is now seeking to become an eco-city with this clear and specic objective.


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Seoul is a city in which technology, industry, and knowledge-based industries are clustered.

Seoul is endeavoring to become the hub or providing new cultural content by combining its world leading I inrastructure with its rich culture. In addition, Seoul is an

ideal model city or building an inrastructure or I converged service and now the city will advance as a world-class ubiquitous service region.

In line with such a system and work environment, Seoul seeks to pioneer city transormation using advanced design.

Te industrial city o Seoul, with design products rom mobile phones and LCD televisions to automobiles used by people throughout the world, is once again pursuing

its dreams as a high-tech city through design.

Seoul is also Korea’s design capital with over 70% o the nation’s design industry clustered in the city. Te city will signicantly expand its efforts in design in the public

sector through communication and cooperation with the citizens o Seoul who have a high level o design education. Furthermore, Seoul wi ll also concentrate its creative

design efforts on citizen-led desi gn projects and areas o design that will improve the health and quality o lie o citizens.

As the city grows, the service structure is changing and within such an environment, the only industry that can guarantee sustainable growth is the creative industry.

Seoul is the link that connects the creative industries together. Seoul is a city abundant with design assets and is using such assets to become the hub o the design indus-

try and ultimately, a global city through design.


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Design Seoul_4 Major Strategies towards Soft Seoul(AICS Strategy)

– Comfortable and generouspublic space

– Less crowded and highlyefficient public facility design

– Multi-functional andmulti-purpose public design

– Integrated urban designimplementation system

– Formation of partnershipsamong citizens, experts and

the administration

– Pursue participation andexperience oriented designprojects

– Nature and people friendlydesign

– Safety first design

– Continuous postimplementation assessmentand feedback system

AiryDesign Seoul

IntegratedDesign Seoul

Detailed implementationstrategy

CollaborativeDesign Seoul

SustainableDesign Seoul


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(Excerpt from the July 2006 inauguration address by Mayor Oh Se-hoon)


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Mayor of Seoul

Seoul Design Headquarters_CDO(Chief Design Officer)

Chief Director of

the Seoul Design Headquarters

Design Planning Division Seoul Design Division Public Design Division

Seoul Design CenterSeoul Design Foundation

WDC(World Design Capital)Division

Director of the Design Seoul

Planning Department

Seoul Design olympiad Division

Public Organizations Private Organizations


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Seoul Design Headquarters

Established as the exclusive adminis trative organiza-

tion in charge o Seoul's design to lead a drastic para-

digm transormation o city and overall urban design

enhancement projects and create a global city brand(Division Director - Vice Mayor Level).

– Seoul Design Commission

A body o experts or reviewing and advising public

acilities and public space design or developing

city's environment that will elevate Seoul's urban

brand value

– Public Arts Commission

Advisory and reviewing body or the Urban Gallery

Project that abricates and installs art works in vari-

ous public spaces.

– Art Accessory Commission

A body o experts or reviewing the artistic values

and public appropriateness o the art accessories

being installed on a large scale buildings

– Design Seoul Forum

Develop design policies, seek out ideas and provide

advisories on design related policies o Seoul.

In addition to the public organizations, there are

136 design related private associations and academic

organizations in support o Design Seoul. Tese orga-

nizations are very active in Seoul and the number o

organizations per design eld are as ollows:

– Design related private organizations(136)

Product Design(18)

Visual Design(65)

Fashion & extile(15)

Crafs(21)

Multimedia Design(29)

Web Design(9)

Environment Design & Architectural Design(14)

In addition, the Design Innovation Center as well as

number o design specializing support centers are i n

operation to provide practical support or creating

designs that will enhance the uture values in the new

generation. Also, design research activities are

actively being undertaken at over 30 specialized

design research centers in over 10 universities.

Seoul Design Foundation

It is a specialized organization or providing compre-

hensive and systematic support that will realistically

contribute towards ostering the competitiveness in

Seoul's design industry. (Seoul Design Foundation isin charge o the 2010 World Design Capital Project,

the Seoul Design Olympiad and the Dongdaemun

Design Plaza and Park Project)

Seoul Design Center

It is a design promotion agency established to develop

a support system or the design related inrastructures

o Seoul, acquire a sustainable design promotion

system, strengthen product competitiveness o SME's

products, and contribute towards creation o high

value in design sectors.

g g


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Design Industry


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Seoul possesses a strategic inrastructure or oster-

ing an advanced design industry in the long term.

Trough active cooperation with the design sector

and the establishment o policy measures by the

metropolitan government, the city will acquire the

industry’s competitiveness and specialization in creat-

ing high value design products.

Investment in and utilization o design by the major

corporations in Seoul equals that o advanced na-

tions o the world. In addition, approximately 60%

o companies have their own design divis ions or

utilize design in their business, and the trend o such

design application by general businesses is on a steady

increase. Among the design elds, the eld o visual

design has the largest number o companies and

employees and the eld o environmental design has a

high budget and vast capital.

– Te average annual budget or investment in design

by the companies in Seoul utilizing design amount-

ed to 1,587.33 million KRW(approx. 1.3 million

USD: 1 USD = 1,220 KRW), which is 2.2 times

the nation’s average. In major corporations with a

separate design division, the average annual design

budget amounted to 2,654 million KRW(approx.

2.175 million USD). Te majority o companies us-

ing design depend on outsourcing or large volume

design projects.

– Te total number o employees in companies

specializing in design located in Seoul was 9,015

(71% o the nation’s total) and the education level

o a majority o the designers was bachelor’s degree.

In addition, 96.6% o design eld employees i n the

companies utilizing design and 91.6% o the design

eld employees in the companies specializing in

design had permanent employment status. Te total

number o design patents registered by companies

in Seoul numbered 14,502, which amounts to 38.5%

o the nation’s design related patents. Te compa-

nies in Seoul have acquired 421 Good Design(GD)

Marks, which amounts to 64.35% o GD Marks

awarded nationwide.

– o determine the design capacity o Seoul, the

number o internationally acclaimed design awards

received by companies and individuals in Seoul

was tallied. In 2008, 208 out o 2,553 awards o

iF( International Forum Design), red dot and

IDEA(Industrial Design Excellence Awards) were

received by Korean companies and individuals.

Tose companies that implemented design manage-

ment years in advance have seen the ruit o their

investments since 2005 in terms o proessional

designers and outstanding design products. O the

108 iF awards in 2008, 76 were received by Korean

manuacturing companies. Among them, Samsung

Electronics(38), LG Electronics(14) and Woongin

Coway(8) accounted or 60, or 79% o the iF awards

received by Korean companies and individuals.

In addition, 22 o the 101 2008 iF concept awards

were given to students in Korea, and 14 red dot

design awards were given to the Samsung Design

Institute(SADI).

Design specializing companies in Seoul

per field of design

Number of design specializing companies

Number of employees in design specializing companies

Seoul

nationwide

Seoul

nationwide

2004

1,603(69% of the

nation’s total)

2,480

2004

7,134(69% of the

nation’s total)

10,305

2006

1,495(64%)

2,330

2006

7,832(72%)

10,841

2007

1,545(62%)

2,493

2007

9,015(71%)

12,703

interior24.2%

product20.7%

visual38.7%

others16.4%

Design Culture


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Seoul is striving to provide opportunities or its citizens

to experience design as well as increase their aware-

ness o design. At the same time, the city is promoting

designers to raise the public awareness o design.

In Seoul, there are 19 museums, 13 art centers or

galleries, and 16 libraries or data centers related todesign. Diverse orms o media including broadcast-

ing, publishing and the Internet are available or

delivering design related content and the city holds

numerous competitions and events or the general

public throughout the year.

Design Broadcasting Content

A total o 16 programs related to design aired in 2008.

In addition to these programs, the morning cultural

programs targeting housewives showcase interior

design, ashion design, and other daily lie design

inormation. In addition, with the advancement o in-

ormation technology, the new orm o mobile televi-

sion known as the Digital Media Broadcasting(DMB)

also provides various design related media content.

Design Competitions

Seoul categorized design competitions into three areas:

design contests held by public organizations, design

contests held by private organizations or companies,

and design awards or companies or already commer-

cialized products(or services). In 2008, a total o 367

design competitions were held in Seoul.

Design Events

Design events held in Seoul can be categorized into

three major categories: academic events (including

seminars, workshops, conerences, and orums), in

which primarily design industry specialists or related

proessionals discuss the academic and technical

perspectives o design; estival events, in which design

is the theme o the event or the event includes design

related programs in which everyone is invited to

participate; and nally exhibition events, the majority

o design events, which are open to the general public

as well as industry proessionals and present the com-

mercial and artistic sides o design.

Number of ‘Design Competition’ per Category

Design

Competitions

Design

Events

Category

Contests by

Public

Organizations

Contests by

Private

Organizations

DesignAwards

Total

Category

Academic

Events

Festival

Events

Exhibition

Event

Total

Characteristics

Hosted by Seoul

Metropolitan City, district

gu’s of Seoul, central

government agencies,

and public corporations

Hosted by private

companies and civic

organizations

Award for companies oralready commercialized

products(or services)

Events

Seminars, workshops,

conferences, forums, etc.

Small and large festivals,

camps, shows, com-

memorative events, etc.

Large scale fairs, small

and large exhibitions,

conventions, biennale,

expo, etc.

No. of

Contests

91

265

11

367

No. of

Events

48

27

71

146

Number of ‘Design Events’ per Category

Design Education


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Design education in Seoul is systematically implement-

ed throughout the years o elementary and secondary

education. Art and design are part o the general cur-

riculum and there is an effort to cultivate proessionals

who will lead the changing industry environment.

In addition, the city is implementing design educationpolicies that integrate design education with related

academic subjects in a direction that will have maxi-

mum social and economic effects.

– Among 411 institutions o higher education in

Seoul, 87(21%) offer design eld majors. Tere are

388 proessors(18% o the nation’s total) in design

eld majors, o whom 149 are at two-year colleges

(student to proessor ratio 51:1) and 239 are at our-

year universities(student to proessor ratio 45:1). Inaddition, there are 24,884 (20% o the nation’s total)

students majoring in design in Seoul in two-year

colleges, our-year universities, graduate schools,

and online universities.

– In terms o research produced, 718 articles in the

eld o design have been published in domestic

journals by institutions o higher education in

Seoul, which is 27% o the publications in the 34

academic journals in Korea. In terms o osteri ng

industry proessionals, 5,652 degrees in design weregranted by universities in Seoul, which made up

20.5% o the bachelor degrees, 70.8% o the master

degrees, and 89.9% o the doctorate degrees in

design in the nation.

Graduate schools in Seoul_ number of students in the

design field of majors per major and degree

Number of schools with design field of majors among

the higher education institutes in Seoul_Community

Colleges(2 yr.) in Seoul, Universities(4 yr.) in Seoul,

Graduate Schools, Distant Learning Institutes

Number of students per design field of majors in

universities(4 yr.) in Seoul

Design General

Industrial

Visual

Fashion

Others

Total

Master

649

227

274

249

1,938

3,337

Doctorate

170

9

5

7

298

489

Total

819

236

279

256

2,236

3,826

Do not havedesign field majors

79%

Do havedesign field majors

21%

DesignGeneral

16%

Industrial

18%

Visual20%

Fashion18%

Others28%


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Seoul Design Assets


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With over 600 years o history as the capital city,

Seoul has countless and diverse design assets.

What images that include the present and the uture

must Seoul present? How must Seoul position itsel in

order to distinguish itsel rom other cities? Te pro-

cess o analyzing and identiying the essence o Seoulis the process o identiying Seoul’s design assets.

For the selection o Seoul’s design assets, diverse

candidates including Gyeongbokgung Palace and our

other major palaces, the our major gates o Seoul,

Namsan Seoul ower, Hangang River, Hangeul, and

Cheonggyecheon Stream will be reviewed in terms

o their representativeness o Seoul’s image, designelements, creativity, innovative effects on recreation,

artistic value, cultural tourism value, and connection

with cultural tourism attraction or products. An over-

all assessment using the aorementioned criteria will

be made by the selection committee and the assets

will be selected. Tese assets will then be presented

in exhibitions in both Korea and in other countries

to display the essence o Seoul to oreign visitors in

Seoul as well as to the world.

Diverse and unique elements of Seoul

Te Seoul design ramework will be established by

rediscovering and reinterpreting the city’s tangible

and intangible cultural as well as natural assets rom

the design perspective and such assets will be orga-

nized as the city’s unique assets to newly discover the

Uniquely Seoul.

Utilization of design assets and prolifera-tion of Seoul’s identity

Te Seoul Design Asset Exhibition Center will be

constructed and the selected design assets will be

exhibited to the public. Various projects will be devel-

oped to apply the design assets as core elements or

city marketing and city branding. Furthermore, the

selected design assets will actively be utilized as core

items to enhance the images o Seoul.

Te utilization o Seoul design assets represents

the city’s efforts in assisting the citizens o Seoul to

identiy something about Seoul they have never real-

ized and to c reate more abundant and valuable living

environment. It’s the city government’s initiative in

nding the rue Seoul.

Sharing design assets

Seoul design assets possess Seoul’s values as the

capital city o Korea or over 600 years amidst the

harmonious coexistence o people, space and objects.

Tese invaluable assets will be urther enhanced by

combining design and technology and elevate to

worldly uture assets. Seoul will share these assets

with other cities throughout the world.

Whowon(Biwon):landscape design

– A unique and one o its kind garden design ound


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nowhere else in the world

– Unlike the gardens in Japan or China, Biwon does

not possess articial characteristics. In addition,

there is no preset boundary between the garden and

the nature. Tis smooth blending o architectural

design, which makes it difficult or viewers to deter-

mine where the garden ends and the nature begins,is the design secret o Biwon.

Seoul Fortress:archetype urban design

– Archetype urban design symbolizing Seoul

– Achievement o space design construction using the

elements o nature

– Well displays the harmony between the modernized

urban city and the ancient ortress constructed with

superb granite sculpturing techniques and architec-

tural technology.

Gyeomjae Eui’s View of Hanyang(formername of Seoul): graphic design contents

– During the period when Joseon Neo-Conucianism

was popular in the kingdom, there existed pride

amongst Koreans that Korean culture was the most

advanced in the world. Accordingly, the scenic

views o Hanyang Seoul were also condently

believed to be the best and thereore mountains and

river scenic drawings became a popular trend.

– Gyeomjae was Korea’s rst artist to capture the na-

tion’s natural sceneries.

Haechi:the representative icon of Seoul

– Selected as the symbol o Seoul and is positioned in

the center o the symbolization system

– It holds strong and yet sof and riendly image as

the guardian creature

Maedeup(knot):multipurpose accessory design

’ h l d


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– It’s the representative multipurpose acc essory design

displaying Korea’s noble culture

– Te knot captures the wisdom and acutely artistic

qualities o Korean women. It is women’s lie design

that sheds glimpse on high quality lives o ancient

Koreans.

Official Uniform Breast Patch:system and accessory design

– Although it’s the icon o a political position and

system, it also has the characteristics o accessory and

inherent symbolism.

– Te ormation o the breast patch can itsel be called

a graphical work o art and it well expresses nobil-

ity and power through the precision techniques and

elaborate combination o colors.

Donggualdo(Map of East Palace)

:design of space perception

– National reasure #249. Tis is the map that

showed detailed structural posit ioning o Donggual

(Changdeok Palace and Gyeongbuk Palace) hand

drawn by the official artists o the late Joseon Dynasty.

– Te uniqueness o the Donggualdo is the realistic and

detailed expression o space that coincides with the

landscape and the structures o the palaces.

Bojagi(Wrapping Cloth):application and accessory design

– Unlike the Western bags, the wrapping cloth conormsto the shape o its contents, allowing high exibility or

excellent usage as a secondary wrapping tool

– Korean characteristics are well expressed through its

shape and colors and the unique eature is that no two

are exactly alike.


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Design Seoul Guidelines


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As a part o Seoul’s initiative to revita lize the city, the

Design Seoul Guidelines have been developed to

establish a ramework or public design standards.

Te objectives o the Design Seoul Guidelines are to

create a “cool city,” a ”convenient city,” a “riendly city,”

and a “healthy c ity,” all based on the our major strat-egies o the Design Seoul initiative: airy, integrated,

collaborative, and sustainable.

As a result o rapid economic growth, the building

structures and acilities were constructed without any

comprehensive urban planning. Trough the process

o constructing structures haphazardly without any

consideration or the citizens’ well-being and the

city’s identity, Seoul became an urban environment

that had no identity.

In October 2007, the city o Seoul commenced todevelop guidelines that would set the standards or

urban design in response to such necessities. A public

hearing with related experts and representatives was

held in April 2008, and the Design Seoul Guidelines

were established on May 28, 2008.

Te Design Seoul Guidelines set the standards or

structures, including public buildings, public acili-

ties, public spaces, public visual media, and outdoor

signs, which have a signicant impact on urban

design. Te initiative will become a key milestone

or the city’s transition rom a ocus on quantitative

values based on development and growth to qualita-

tive values based on culture and quality o lie.

Public Design Guidelines

Public Architectural Guidelines

Public Facility Guidelines

Public Visual Media Guidelines

Public Design Guideline

Te goal o enhancing the public space is to create

comortable and healthy environment or all citizens

by improving sidewalks, streets, plazas, city parks,

as well as streams and adjacent areas and Seoul has

established the ollowing undamental guidelines to

achieve such objectives.

– All public space will be renovated with priority

consideration given to pedestrians

– Te streets will be made to be sae and convenient

or the handicapped

– Visual openness will be created through emptying

and integration o acilities

in accordance with prior approved installation plan.

Applied structures and acilities:streets, plazas,

water acilities, city parks, public buildings(exterior),

outdoor parking lots, surrounding spaces o urban

structures, public lands, and other public areas


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Public Architectural Guideline

Te goal o enhancing public architectural structures

is to create public convenience and design enhance-

ment on all public buildings and acilities or citizens

including public administration buildings, concerthalls, welare centers, police stations, as well as post

offices. Seoul has established the ollowing undamen-

tal guidelines to achieve such objectives.

– Shed away rom uniormity, authoritative and exclu-

siveness images and express high level o elegance and

riendliness through application o diverse designs

– Create comortable and convenient space or users

by applying user oriented open design

canopies o public buildings will be abandoned.

Applied structures and acilities:administrative andpublic buildings, welare related buildings, education

and R&D related buildings, cultural and community

activity related buildings, environment and sanita-

tion related buildings, medical related buildings, and

other buildings

Public Facility Guideline

Te goal o enhancing the public acilities is to create

integrated Uniquely Seoul image and improve the

public acilities’ design to be more user oriented by

improving the public benches, public waste recep-tacles, street vendor structures, streetlights, subway

station shelters, soundproo walls, as well as retaining

walls. Seoul has established the ollowing undamen-

tal guidelines to achieve such objectives.

– Priority will be placed on the saety and materials

shall be clear and in their original colors

– Acquire maximum pedestrian space by minimizing

acilities’ space occupation

shapes that have no relations to uncti onality shall

be limited.

Applied structures and acilities:rest area acilities,

sanitation acilities, service acilities, commercial sales

acilities, pedestrian acilities, green land acilities,

protective acilities, management acilities, lighting

acilities, and other acilities

Public Visual Media Guideline

Te goal o enhancing the public visual media is to

provide improved readability, usability, sustainability,

and integration o inormation delivery and to create

calm and orderly urban image design by improvingthe traffic saety signs, traffic signs, traffic lights, bus

station signs, as well as subway station signs. Seoul

has established the ollowing undamental guidelines

to achieve such objectives.

– Set design as priority by placing highest importance

on distinguishability and visibility

– Place consideration or the priorities o displayed

inormation with strong coloration

-

ing inormation

Applied structures and acilities:– ransportation related visual media

– Pedestrian related visual media

– Multimedia inormation visual media

Seoul Symbol, Seoul Colors,

Seoul Typefaces


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Seoul has recognized the necessity o establishing the

city’s identity betting its size and global reputation.

In response to such a need, Seoul, with the participa-

tion o its citizens, developed a symbol that captures

the essence o S eoul to improve the city’s competitive-

ness and brand value.

Seoul Symbol

Seoul had no symbol to strengthen its brand like

the Bear o Berlin, the Merlion o Singapore, and

the Big Apple o New York. In response, the city

conducted various research and analysis as well aspublic hearings with industry and academic experts

and proessionals to choose a character to symbol-

ize Seoul. Te Haechi, a legendary animal symbol-

izing righteousness and riendliness, was selected as

a result. o strengthen the city’s brand and image, a

Haechi Statue was erected i n Gwanghwamun Plaza

and a plan has been made to establish Haechi Street,

which will stretch rom Gwanghwamun to the Seoul

Arts Center in Seocho-gu. Haechi has numerous

expressions, postures, and image ormation charac-

teristics that make it versatile as a symbolic icon that

is easy to remember. It is anticipated to leave a lastingriendly image not only to the people o Seoul but to

the people o the world.

Seoul ColorsSeoul did not have an established coloration system

and representations o Seoul have been made with no

sense o order or specic guidelines, resulting in dis-

order and conusion in the city landscape. Reec ting

the city’s inability to give sufficient consideration to

the city’s color when designing the urban space i n the

20th century, Seoul launched a project to identiy the

basic colors o the city. Te selec ted colors are now

applied in the basic plan or the urban landscape and

through a review o the basic plan or the utilization

o Seoul colors, priority will be given to the applica-

tion o Seoul colors on major public acilities or

street scenery and mass transit systems.

Seoul Typefaces

Te Seoul ypeace Development Project, which wasinitiated as a part o identiying a different visual

medium that captures the essence o Seoul was com-

pleted in 2008. Advanced cities in many countries are

already using their unique typeaces to establish their

city’s identity and to strengthen thei r city’s brand im-

age. Te Seoul ypeace ound its motis i n traditional

beauty such as “the integrity o seonbi (Conucian

scholar) mentality and rened elegance” and “the

openness o hanok (traditional Korean house) struc-

ture and the graceul lines o giwa(roo tiles)” and de-

veloped the Hangang and Namsan typeaces named

afer the Hangang River and Namsan Mountain, therepresentative assets o Seoul.


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Seoul Symbol


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Emphasize the non-symmetric

curves of the ‘’ character

Express identity with the

usage of Korean style lines

Reduce the characterwidth to form a

beautifying image ofgenerous space

Improve visibility byacquiring spacing between

the characters

Improve readability of

the writings by applyingpretext-squared font shape

Shorten the projectionlength to express the

modern simplicity

Concise linkingof vowels

Concise linkingof consonants

Visualize opennessto enhance the

uniqueness of the font

Remove accessorial expression forimproved readability

Create openness of font space

by eliminating protrusions

Improve the clarity of

the font by balancingthe width, length and

thickness

Seoul TypefacesSeoul Color

Seoul

Lightgray

Seoul Green Seoul

Darkgray

Seoul Brown Seoul Yellow

Seoul Beige Seoul Blue Seoul Red Seoul Orange Seoul White

Seoul Scenic Plan


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Basic Scenery Plan

Te Basic Scenery Plan is the ramework strategy or

maintenance, management and ormation o Seoul’s

overall scenery. o highlight the uniqueness o the ur-

ban sceneries o Seoul, scenery management districts

were established and accordingly, the Scenery DesignGuideline that includes the standards or ormation o

the scenery or each managed district was developed.

Te primary objective o the Scenery Design Guide-

line is to ensure opportunity or the designer to

reconsider the surrounding natural scenic resources

rom the initial designing stage. It incorporated the

Scenery Sel-Check List, which includes major items

presented in the guideline and the designer must

check whether such items in the guidelines have been

complied to or not and submit the completed list

together with the construction permit application.

In addition, a scenic polic y and management plan or

each o 5 major residential districts was developed

and support system was established to encourage and

support local residents to be actively involved in the

scenery ormation projects and scenery ormation

discussions.

Te Seoul Scenic Plan is a plan or establishing a ma-

jor ramework or developing the overshadowed scen-

eries o Seoul caused by the development and growth

paradigm o the city that has proceeded hand in hand

with the industrialization o the nation. Te plan was

established and declared on May o 2007 and imple-mented since the November o 2007. In pursuant to

the Enactment Decrees o the Scenery Act, develop-

ment efforts have been initiated s ince the August o

2008 by the Seoul Administrative Development

Research Center(or basic and visual sceneries) and

by the Industry and Academic Cooperative Institute

o Konkuk University(or night sceneries).

On September 9, 2008, public hearing on the Seoul

Scenic Plan was held at the conerence hall o the Seoul

Museum o History. Te hearing included presenta-

tions on the general background, objective, basic con-

cept, and implementation strategy. Trough the resultso discussions among proessionals rom diverse

industries and elds and with the opinions o the

participants, the scenic plan or 3 major areas(Basic,

Urban and Night Scenery) was established. Te

nalized Seoul Scenic Plan is applied as the guideline

o all scenery related projects and scenery related

discussions initiated by the city and is contributing

towards preservation o Seoul’s very own vast natural

sceneries as well as the ormation o natural landscape

that enhances such invaluable assets.

Te Seoul Scenic Plan is segmented as ollows. First isthe Basic Scenery Plan, which presents the objective

o the scenic plan or the entire city o Seoul and sce-

nic management units o administrative sec tor, pivot,

and connecting points are established and provides

general guidelines or maintenance, management and

ormation o the scenery. Second is the Urban Scen-

ery Plan, which covers the guidelines or the general

urban buildings and structures that are pretty much

erected throughout Seoul. It presents strategic scen-

ery enhancement plan and detailed application planper each urban design theme. Finally, the third part o

the Seoul Scenic Plan is the Night Scenery Plan, which

was developed to establish the lighting color, bright-

ness, and installation standards to create more elegant

and advanced night scenery o Seoul. It also includes

a xed lighting plan to ensure sae living environment

and plans to create Uniquely Seoul night scenery.


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Urban Scenery Plan

O the scenic plan categories o the natural green

landscape, water sides, his tory and culture, and urban

scenery, the Urban Scenery Plan ocuses on the spe-

cialization o the urban scenery. It presents scenery

management and improvement strategies or generalurban sceneries including residential dwellings, com-

mercial buildings and office buildings.

o create standards or 3~15 storied structure scenery

ormation, which had been neglected in previous

scenery management efforts, the Urban Scenery De-

sign Guideline has been established and like the Basic

Scenery Plan, the Scenery Sel-Check List system is

implemented. In addition, strategic scenery enhance-

ment targets or each o the urban ormation type are

selected and general guideline and models to ensure

successul implementation o the plan was presented.

Since the sceneries are exposed and appreciated by the

citizens, it requires characteristics o public wellbeing

that ensures easy access and provides joy to everyone.

Accordingly, Seoul is making diverse efforts to shed

away rom the previous uniormity regulations and is

directing resources to create beautiul and attractive

city through the development o sof scenery manage-

ment system that incorporates guidance and support.

Night Scenic Plan

Te Metropolitan City o Seoul has continuously

been implementing various night scenery related

projects and with the development o the Night

Scenery Basic Plan in 2000, more beautiul, comort-

able, and lighted environment was created throughcontinuous upgrading o the night scenery systems

with implementation efforts including systemized

planning or each district and planning o historical

and cultural city night sceneries.

As the plans became connected with various other

plans being pursued by the city, new and more

enhanced Night Scenery Plan that will create in-

ternationally acclaimed night sceneries that placed

importance on the environment and viewers’ senti-

ments was established. o respond to the trans-

orming trend o urban lighting in advanced cities

throughout the world, efforts were placed to mini-mize light intererence and pollution, utilization o

energy conserving system and equipments as well as

recyclable materials. Efforts were also made to build

reputation o Seoul as the design and artistic city.

Te objectives o Seoul night sceneries

– Identity

Create Uniquely Seoul sceneries through night

sceneries. A city is easily remembered and under-

stood through its clear and unique identity.– Beauty

Te lightings or the scenery must stimulate the

mystic needs o the citizens and at the same time,

contribute toward the ormation o beautiul urban

sceneries.

– Saety

Te urban scenery lightings must provide sae envi-

ronment or pedestrians rom dangerous elements

and obstacles that reside in dimly lit areas.


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Public Facility Standard Design


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o create Clean and Attractive Global City, Seoul,

and to achieve uniormly harmonious urban scenery

throughout the city, Seoul has developed and distrib-

uted a design manual that incorporated the standards

guideline established in 2007 or street vendor stands,

benches, posts, waste receptacles, and other publicacilities in March o 2009. Among the established

standards, 4 different pilot models o street vendor

stands were developed and installed near the City

Hall in July o 2008. Te name o these street vendor

stands that will contribute to the ormation o S eoul’s

new image is called the S-Shop. Te name signies

Seoul, Small, Sof, and Street Shop. During the test

trial period o the S-Shop, problems and inconve-

niences will be i dentied and supplemented, and

installation o the S-Shop will be expanded through-

out the city. Seoul is planning to change all the street

vendor stands to S-Shop by the end o 2009.Currently, the efforts are ongoing to develop design

products or sidewalk ences, uniorms or the city’s

sanitation employees, sanitation vehicles, as well as the

pole sign posts or the village buses and taxi stands.

Outstanding Public Design

Certification System

Facility Information Signs


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Te Outstanding Public Design Certication System

is Seoul’s new initiative that comprehensively reviews

the important elements o urban design, including

public acilities, public visual medium and public

space, to veriy whether the Design Seoul Guideline

has been complied to, as we ll as to veriy design’s

unctionality, cost effectiveness, and sustainability,

and other actors. Te system also issues certication

or awards or selected outstanding designs.

Te products that are certied as the Outstand Public

Design will be granted the right to use the symbol o

Seoul, Haechi certication logo, or 2 years. In case

o a winning design that are i nstalled in public areas

and such logo cannot be applied, a certi cate o award

shall be awarded. o promote efforts in public design

and to expand such efforts, Seoul is selecting and

awarding outstanding public design. Furthermore,

the city is seeking to identiy outstanding design

that can be utilized in the city by stimulating the

development o design and creation o ideas that are

inline with the Design Seoul initiative. Additionally,

Seoul will identiy and support numerous outstand-

ing designs that are achieved through enhanced

competitiveness o public design related companies,

and establish a solid oundation or the public design

inrastructure in Korea.

Te Facility Inormation Signs, which had been

installed throughout the city without any guidelines

and caused signicant disorderliness to the urban

scenery, are being transormed to be uniormly in

accordance with the manual o standards established

by the city. Any new signs must be approved by the

reviewing board o the each administrative district.

In addition, the Facility Inormation Sign Standard

Design Manual that includes various standards such

as color, design and size, is bei ng applied in all pro-

cess o the si gns rom installation to maintenance and

management throughout the city. Seoul is making

efforts to create a city that is more convenient, sae,

and comortable or pedestrians.

Gwanghwamun Square


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Troughout the capital city o Korea with over 10

million residents, there is not one single street that

symbolizes Seoul. o change this, Seoul is planning

to create the area around the Gwanghwamun as the

representative plaza that symbolizes the capital city

and announce to the public in July o 2009.Within the Gwanghwamun Square, Woldae(island o

stones), Yookjo(name o the s treet) Street, and Haechi

Statue will be reconstructed to bring back the histori-

cal image o the area. In addition a massive pedes-

trian walkway that stretches rom Gwanghwamun to

Seoul Plaza, passing through Cheonggyecheon, will

be opened to the public. Seoul perceives the Cheong-

gyecheon as the pivotal landmark between East and

West and the city is pursuing the Urban Recreation

Project that places 4 pivotal landmarks or the North

and South with intention to vitalize the entire city.

Te walkway that leads rom Gyeongbukgung to

Saejongro(street) is the historical and cultural pivot

and the rst pivotal landmark between the North

and South.

Seoul is planning to transorm and recreate the area

as people oriented space, space or experiencing his-

tory and culture, natural landscape and scenic space,

and pedestrian networking space. Te Gwanghwa-

mun Square will become not only the urban culture

plaza in which the people o Seoul will gather but will

also become a global landmark that incorporates the

latest cutting-edge inormation technology.

Seoul Design Map


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Te Seoul Design Map is a differentiated map that

includes an identity exclusive to Seoul. Te map

introduces Seoul’s outstanding designs, architectures,

and cultural arts. It reinterprets Seoul’s representative

landmarks rom a design perspective and will help

users to not only “see” Seoul, but to “eel and experi-ence” the city.

The Seoul Information Pattern

Te Seoul Inormation Pattern utilizes the patterned

graphic actors and systematically relays the basic,

image, and content inormation o various locations

in the city. Te map analyzes both tangible and intan-

gible aspects, such as the shape, history, characteris-

tics, composing elements, and cultural values o the

location, with visual elements to make the items into

symbols, and reinterprets the location by reorganizingthe attained symbols. Te unique eature o the Seoul

Inormation Pattern is that it provides immediate

inormation including the atmosphere, value, and

characteristics o the location simply by viewing

the pattern. Te reinterpretation o Seoul through a

graphic element called “pattern” is in itsel signicant.

The 63 Building Naksan gongwon-gil Leeum

(Samsung Museum of Art)

Changdeokgung

(Changdeok Palace)

Haneul Park


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Gyeongbokgung(Gyeongbok

Palace)

Sejong Centerfor the

Performing Arts

Munjeongdong-gil

SeoulMetropolitan

Museum of Art

Deoksugung(Deoksu Palace)

Ilmin Museumof Art

Bosingak(Belfry)

Art CenterNabi

Cheonggye-cheon

(Stream)

Insadong-gil

Jongmyo(Royal Shrine)

Unhyeongung(Unhyeon

Palace)

GongganBuilding

Bukchon HanokVillage

Samcheong-dong

ChangdeokgungWhowon

(rear garden)

MarronnierPark

Lock Museum Naksangongwon-gil

SeoulSeonggwak

(Fortress Wall)

DongdaemunFashion Town

Buamdong-gil Samcheong-gak

Pyeongchang-dong

Gallery Street

Myeong-dongCatholic

Cathedral

The Bank ofKorea

Intersection

SeoulAnimation Center

NamsangolHanok Village

N Seoul Tower DapsimniAntique

Shopping Mall

Leeum(Samsung

Museum of Art)

ItaewonFurniture Street

The nationalMuseum of

Korea

ApgujeongRodeo Street

Sinsa-dongGarosu-gil

Museum ofKorean

Embroidery

Cheongdam-dong

Fashion Street

Bongeunsa(Temple)

COEX Kyobo TowerIntersection

Seoul ArtsCenter

AlternativeSpace Loop

HongikUniversityPlayground

Digital MediaCity (DMC)

Haneul Park Seonyudo Park The 63 Building Mongchon-toseong(Earthen

Fortification)

OlympicSculpture Park

PrehistoricSettlement Sitein Amsa-dong

The window of Seoul

Te Window o Seoul utilizes a si mple icon, devel-

oped to represent a location, to express inormation

on the map. It also provides interactive elem ents that

allow the user to complete and use the map, trans-

orming the tourist’s simple visit into an experience.

Te Window o Seoul is composed o individual

cards that include basic transportation inormation

and descriptions o locations. Visitors can experi-

ence creating a unique Seoul map by c reating the

user’s own tour routes, marking the photographed

locations with stickers, and sketching their very own

map inormation on the memo section. What’s more,

the individual cards come in a paper rame ormat.

Visitor can take photographs at key tour attractions

or at important locations and put one in the rame to

create a perect memento o the experience. Visitorwill be able to look at the picture and the inormation

on the card, and to reect on the experience again

and again.


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Te Master Plan or the Hangang Renaissance Project opment o Waterront own, improvement on Han-

Hangang Renaissance


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Documents

UNESCO CITY OF DESIGN - SEOUL