JHP works on mammoth Korean retail project

JHP has planned and designed the retail experience for D Cube City in Seoul, South Korea, a development featuring two 50-storey residential towers, a 40-storey office block, a hotel with heli-pad, a convention centre, theatres, cinemas, gyms, spas, parkland and retail.


The project saw JHP creating the strategic masterplan for the retail experience area, including designing and planning the nine-storey shopping centre.

It created the branding and design for the centre’s department store, and has also advised on experiential elements including service strategy, music, communication and way-finding. The architect for the development was The Jerde Partnership.

JHP was appointed to the project in July 2010 by developer Daesung Corporation, having been approached to pitch against a number of international consultancies.

Austin McGinley, head of marketing at JHP, says, ‘They’re trying to attract high-end consumers – people like theatre-goers, so there’s lot of high-end restaurants. The design language had to be very modern and sophisticated, as well as in keeping with the architecture.

‘We weren’t given a specific brief on what it should be like, it was up to us to define that in the context of who’s living, working and visiting there.’

D Cube City opens this week.

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