- "New Towns : hanoks in Eunpyeong, a desert in Wangsimni" (20110417)
- "Build a hanok and they will come - Marketing impostures and genuine slow urbanism" (20130310)
For this project, SH Corporation (Seoul public housing organization) must convince people who are interested in a different proposition, and won't fall with the classic hard selling techniques. Yet they're targeting first-time hanok buyers, not hanok ayatollahs (sorry to that loyal segment of Seoul Village readers; I don't mean to be mean, but you know what I mean!).
Note the absence of mention of the New Town in the branding, the green dominant, and the - relatively - high quality format. This leaflet has been printed on a much higher quality paper and in a more intimate size than the usual real estate ads.
Also significant marketing-wise, a specific 'hanok pedagogy' to lift worries commonly formulated by prospects: won't air conditioning be prohibitive? aren't hanok expensive to build? isn't their maintenance a constant headache? You can live in a hanok and enjoy modern comfort and community services.
On the site too, they did their best to differentiate the hanok village from the New Town:
- The expression 'model house' was replaced by a more respectful 'demonstrative hanok'...
- ... and traditional ceremonies were even performed for the show last year:
At least, as the construction continues, this part of the working site isn't a sea of cranes.
Seoul Village 2014
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