Bukhansan Eunpyeong Hanok Maeul

Remember Eunpyeong New Town's Hanok Village? In case you missed that milestone project at the feet of Bukhansan and of the new town's towers, here are the main posts where they've been mentioned so far:

• "New Towns : hanoks in Eunpyeong, a desert in Wangsimni" (20110417)
• "Build a hanok and they will come - Marketing impostures and genuine slow urbanism" (20130310)

I'm inflicting you another update today because in this morning's mail, we received this leaflet for "Bukhansan Eunpyeong Hanok Maeul":

 

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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