The South Korean capital’s determination to stamp character on to its new buildings and public spaces is giving event organisers fresh venue options, says Gigi Onag.
In early June, luxury fashion house Fendi was among the first to hold an event at the Floating Island – Seoul’s latest iconic landmark, located on the Han River and privately funded at an estimated cost of about US$55 million.
As a brand that takes pride in staging its high-end catwalk events in spectacular locations – in 2007, it took its wares to the Great Wall of China – Fendi wasted no time in booking the fashion show for its 2011 autumn/winter collection at the newly opened Viva complex – one of three man-made islands that comprise the 20,400 sqm venue. The opening of the other two islands has been delayed, having been due for a September 2011 launch.
“We don’t do shows just to do shows. We don’t do shows that repeat what we showed in Milan,” Fendi chief executive Michael Burke said in news reports covering the event. “If we’re going to do a fashion show, it has to be something noble, innovative, creative and sometimes risky. We like that. There’s no creativity without risk.”
“Fendi on Han River” was only the brand’s second-ever show in Asia. More than 50 top models strutted on the runway to the applause of international celebrities and media. The Floating Island was also the venue for the dinner and after-party.
The Viva complex measures 3,271 sqm and is home to a three-storey structure housing a 700-seat convention hall and several other attractions including restaurants and video games. There are parks, outdoor terraces and viewing points surrounding the centre. In the evening, the exterior of the building is brightly lit with colourful light shows. Unlike the artificial islands in Dubai that were built by reclaiming land from the sea, the Viva complex and its satellite islands float on the river surface.
In the past, Seoul has been criticised for lacking character. Faced with the task of reconstruction after the devastating aftermath of the Second World War and the 1950s Korean War, public infrastructure, homes and commercial establishments were built and designed solely for utilitarian purposes. Weighing their aesthetic value wasn’t part of the equation.
“Seoul has earned a reputation for being a less than attractive city,” says Maureen O’Crowley, vice-president for international marketing and conventions at the Seoul Tourism Organisation. “The emphasis on design has changed that and now Seoul is earning a well deserved reputation for its trendy skyline.”
Last year, UNESCO awarded the South Korean capital a place in its Creative Cities Network by designating Seoul a “City of Design”, joining counterparts around the world including Berlin, Buenos Aires, Kobe, Montréal, Nagoya, Shanghai and Shenzhen. It was chosen for its rich heritage and creative potential, and serves as recognition of Seoul’s huge effort to incorporate arts and culture into the city’s development.
The project to transform Seoul into a beautiful place was the brainchild of former mayor Oh Se-hoon, who, upon his election in 2006, outlined a vision of city-wide rehabilitation of public infrastructure and the construction of eye-catching modern landmarks. During the past decade Seoul has benefited from new attractions such as the 6km Cheonggyecheon Stream, which runs through downtown. Covered with concrete in 1958 before being turned into a highway, it has now become a popular site for community events. Corporate groups can enjoy a walking tour along the stream, which is lined with shops.
Other creations are the Seoul Forest park and leisure zone, the transformation of the island of Seonyudo (the site of a former sewage treatment plant) into one of the city’s best parks, and the Banpo Bridge Rainbow Fountain, a sight to behold when lit at night.
“These are all part of the Han River Renaissance Project, which seeks to revitalise Seoul’s waterways, restore Hangang and its tributaries to their natural state and create attractive parkland and recreational facilities both on the river and along its banks,” O’Crowley says.
Meanwhile, expected to open in 2013 is the Dongdaemun Design Plaza (DDP) in the city’s fashion district. Created as a multi-purpose complex for relaxation, greenery and culture, the 85,368 sqm venue will feature two convention halls and a variety of design-related facilities, including exhibition halls, a museum, library, resource centre and more than 20 meeting rooms. DDP is conceptualised to combine history, design and culture, and is ambitiously aiming to be a Mecca of world design.
“The elegant design of these buildings alone is expected to draw business groups. A wider selection of unique venues is a plus for meeting planners. With more options, there are more ways to satisfy clients with a customised itinerary that best suits their needs,” O’Crowley says.
Adam Simkins, general manager of the Hyatt Regency Incheon, agrees that the emphasis on design and aesthetics is good for increasing the attractiveness of the destination for event organisers. “It affects the image of the city and provides a variety of activities and venues to attract meetings and events,” he says. “As projects under the design initiative come on line, we will see an increase in sophisticated venues.”
? Visit miceseoul.com
Venues
Fradia
A cultural space on the Hangang River, Fradia is a good place for music concerts, fashion shows, product launches and gala dinners. It can host groups of up to 500 people.
? 121-9 Hangang Park; tel +822 3477 0033; fradia.co.kr
Floating Island
Located at the south end of the Banpo Bridge, this iconic new landmark consists of three interconnected islands (two are still to open) that feature convention and entertainment halls, a marina, restaurants, shops and a floating stage called Media Art Gallery. This features a huge LED screen and is for multimedia shows and other events.
? Tel +82 3447 3100; floatingisland.com
63 Convention Centre
This newly renovated facility has small- and medium-sized rooms with views of the Han River, and is good for groups of between 30 and 300 guests. It also has a grand ballroom equipped with a heavy-duty elevator for loading weighty objects, making it a good venue for car shows. The ballroom can hold up to 2,000 people.
? 60 Yeouido-dong; tel +82 2789 5114; 63convention.co.kr
Dongdaemun Design Plaza
Set to open in April 2013, this multi-purpose cultural complex is futuristic and eco-friendly in design. It will have bountiful meeting space in an area that spans more than 86,000 sqm.
Spotlight: Busan and Jeju Island
Seoul might be the pre-eminent South Korean destination, but the city cannot afford to be complacent, as other locations in the country are beginning to make themselves heard in the meetings arena. Busan and Jeju Island, in particular, are two destinations that have been beefing up their events credentials to attract overseas groups.
BUSAN
The meetings industry in this port city, located one hour’s flight south of Seoul, has rebounded after a major dip in delegate numbers following the global financial crisis. In 2010, about 158,000 people visited the city for conferences, almost a third of whom came from overseas.
The city is building new venues to allow it to host more meetings and incentive trips. The iconic Bexco (bexco.co.kr), Busan’s premier purpose-built facility, has a ballroom for 2,400 people, 22 conference spaces and a 26,500 sqm exhibition hall. The centre is being expanded to include a 4,000-seat auditorium and a second exhibition hall that will add another 20,000 sqm to the existing space. Both new venues are due to open in?June 2012.
The Busan Cinema Centre (biff.kr), popularly called the Duraeraum, opened in September in time for the 16th Busan International Film Festival in October. Situated at the Haeundae Centum City, the nine-storey building occupies a total area of 54,335 sqm and was designed by Austrian architect Coop Himmelblau. Available as a business event venue, it has an outdoor cinema for 4,000 people.
JEJU ISLAND
This self-styled international resort city off South Korea’s south coast has been aggressive not only in building its infrastructure and event programme options, but in marketing itself through the Jeju Convention and Visitors Bureau (jejumice.or.kr). This makes the erstwhile honeymoon island a strong contender as a host city for an event or a side-trip destination for meetings held in Seoul. Boasting several UNESCO World Heritage sites, the island offers plenty of outdoor and nature-based activities.
One new option being offered is the Industrial Observation Tour conducted by Smart Grid Incentive Tour. Groups can visit four places for an insight into Jeju’s specialised high-intelligence industry, such as the Jeju Samdasoo factory to see how mineral water is processed and bottled, and the Jeju Techno Park to observe how cosmetics and healthcare products are made.
