The New Showcase, Seoul

Our work focuses on the theme of events, that is, all those events and places that allow people to have moments of interaction.

There are shopping centers, traditional markets, sports venues, festivals, tourist spots and more.



This study focuses on the Cheongdam-do area, where there is a particular contrast between what happens outside and inside.


Through our analysis of people’s flow and urban-architectural condition, we understand this area, divided into three categories:

An exterior, called “edge”, has a wide road, very busy from a vehicular point of view; frequented by tourists, with plenty of precious architectures, and generally with a large urban order.

An interior, which includes the other two categories; one with very narrow roads, where vehicle traffic is very limited, where you can often find residential functions and shops.

Then there is another type, characterized by a road that we classify as medium, but where there is ample vehicular traffic, followed by intense presence of pedestrian flow.

Inside the neighborhood there is a precarious urban order, with suspended electrical cables, which create congestion, accompanied by signs that make these streets like labyrinths.

In addition, this area is hardly reached by tourists.


So we decided to develop our design work inside the area, starting from the outer edge.

Mappa aerea selezionata

“guide the people, reorganize the streets and improve the tourism”

Our project aims to help people on the edge of the neighborhood to enter and move through the streets thanks to a visible outside structure.

This structure also has the task of reorganizing part of the “disorder” of these streets, through the restoration of elements like cables and insignia, which are part of Asian traditions and in this case part of Korean.


“starting from traditions”


Our installation is a lightweight and modular structure with accessories, located on the facades, to mark the way to enter the district, making it working almost like a mall.




Pietro Paolo Speziale, Jeho Yoon

Politecnico di Milano, Korea University