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Showing posts with label AREX. Show all posts
Showing posts with label AREX. Show all posts

Sunday, May 20, 2018

Riding along 'horizontal verticals' in Magok District (Part I)

As we've seen before*, Magok District deserves specific attention as Seoul's last big chunk of undeveloped land (until they decide to chop off all remaining mountains), and one of Korea's ambitious innovation clusters.

If new pieces keep being added every now and then to this urban jigsaw puzzle, recent weeks have seen major developments and PR operations, particularly with the inauguration of LG Science Park by MOON Jae-in, two years after PARK Geun-hye's speech at its groundbreaking ceremony. Of course, since many initiatives in Korea boil down to real estate, a lot of this PR aims at promoting new residences in a neighborhood that's been rather overperforming the market.

Time seems ripe for an update on Magok's narrative, reality, and fundamentals. Could it mark an evolution in Seoul's postwar urbanism (for the big picture, see 'Inhuman, all too human Seoul')? Certainly not a real disruption, since in many ways it remains a classic, zoned Korean 'New Town'. And the focus being on business, let's see how this 'swamp thing' can compares to - or coopetes with? - neighborhoods I've seen rise from a landfill (Digital Media City), the sea (Songdo), or a valley (Pangyo).

Like my 2013 focus on the DMC and Songdo***, I'll slice this one into 3 pieces:
    1. Framing Magok (Part I - Location)
    2. Magok's horizontal verticals (Part II - Cluster)
    3. Magok's lifespace (Part III - Environment)


'Magok's future Seoul Botanic Park' (20180518 - www.instagram.com/p/Bi6Wi5illxo)


***

1) Framing Magok

What better image to help you grasp the scale and level of completion of the 3.6 M square meter Magok District than this recent aerial view?


Magok District from above in 2017 (Seoul Metropolitan Government)

Stretching over Magok-dong and Gayang-dong, Magok District lies at the very heart of Gangseo-gu, which badly needed a center to make better sense. It's articulated around the gu's backbone: its road to Gimpo Airport, Gonghang-daero.
  • To the West: Banghwa-daero, Banghwa New Town, and Gonghang-dong which hosts the airport. 
  • To the North: Olympic Expressway and the Han River
  • To the East: Gangseo-ro (East), and Deungchon-dong. 
  • To the South: the new Balsan District and Gangseo Agricultural and Marine Products Market.



Actually, only a tendril of Seoul Botanic Park - but a most essential one - reaches the Han River. Most of the district remains under Yangcheon-ro, blocked to the West by the Seonam Water Recycling Center, and to the East by Gungsan, a cute hill which I hope will be preserved, along with the village at its feet.

Magok's four defining dimensions were 'industrial', 'business and commercial', 'residential', 'parks and green', with zones clearly visible from the initial masterplan:



Within the district, three main axes have been created to border its 503,000 sqm park:
  • Magokjungang-ro to the West, with Magok Station (Line 5) at the intersection with Gonghangdaero, and Magongnaru Station (Line 9, and soon AREX) to split what's North of it into two even parts. If Gongangdaero is as wide as a highway, Magongnaru area is booming around the relatively narrow winding road leading to previously developed Banghwa-dong. 
  • The much quieter Magokdong-ro to the East separates for the moment two LG research blocks, with Kolon's spectacular One and Only Tower (!) at the interection with the third axis.
  • Magokjungang 10-gil marks the park's Southern border, with LG Science Park on the frontline (obviously, LG's L still stands for Lucky; the early bird did catch the worm).
So this is basically the frame being filled step by step...
' map keeps filling up (ad in my mailbox)' (20141207 - twitter.com/theseoulvillage/status/541499306344448000)
 ... its central park still missing, but continuously advertised as a key asset:


***


Keep in mind this brief framing of Magok District when we move on to its business purpose (Part II) and living environment (Part III). It already reveals precious advantages:
  • a simple, compact, and flat map
  • seamlessly integrated to its urban vicinity, unlike Songdo, or even Pangyo (highway) and the DMC (railway). As you know, I value "urban continuity" as a key factor of success.
  • even if it's located in the capital's far west, Magok District is very close to the airport (a clear advantage over Pangyo for instance), but also directly connected to the historic center (Gwanghwamun via Line 5), and to key business hubs (e.g. Yeouido, Yeongdongdaero via Bongeunsa Line 9). When AREX opens at Magongnaru Station, the synergies with DMC and Guro Digital Complex, both one stop away, will be even easier.
  • in spite of the Olympic Expressway, Magok provides a unique corridor to the Han River, and its park enjoys relatively little competition in a wide radius. Can it bring Gangseo-gu's half million inhabitants closer together, and reach beyond?

Seoul Village 2018
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* e.g. "Magok District on cruise mode", "Magok District: SIM City as in "Seoul Intra Muros"? Alleyways as in "Seoul Inter Muros"?", all posts related to Magok District.
** "Songdo, DMC: sequence is of the essence (Part I)", "Part II", "Part III"

Sunday, July 26, 2015

Urban Continuity - Susaek-Sangam project back on tracks (and over DMC Station tracks)

Seoul and Korail signed a MOU* to redevelop over 172,000 sqm now covered with tracks and railway installations, most notably Changdong Train Depot (65,000 sqm) in Nowon-gu**, and the DMC Station area (over 30,000 sqm), for which an operator should be selected by the end of the year.

I already stressed the importance of doing the right thing for the most crucial Susaek-Sangam connection in Mapo-gu (e.g. in "A solution to the Great DMC-Susaek Rift?" in the 3rd part of my 2013 focus on Songdo and the DMC ("Songdo, DMC: sequence is of the essence (Part III)").

The project will cover 27,000 sqm at Susaek Station + 3,500 sqm for DMC Station itself:



The latest rendering shows more green and openings than the one suggested in 2013, which reminded me of the Great Slab of Paris La Defense:



To ensure an even greater urban continuity between Susaek-dong and Sangam-dong / DMC, pedestrians should be able to cross Susaek-ro to the North as seamlessly as Seongam-ro to the South, and through this more porous ensemble.

This key railway hub (AREX Airport Express, Subway Line 6, Gyeongui Line train) should merge with its surroundings horizontally, unlike the initial, vertical, aerotropolis vision. Remember the old plans featuring a landmark tower, where international businessmen would only see Incheon Airport and the DMC during their trip to Korea? Even commuters should feel invited to reach beyond the hub, deep into Susaek and Sangam.

And ideally, the tracks could be covered further to the West and to the East, prolonging the
"Gyeongui Line Forest Trail - An Urban Lifeline" now in full bloom around Yeonnam-dong for its first operational summer.

(at Yeonnam-dong by day) Gyeongui Line forest trail got greener
twitter.com/theseoulvillage/status/625207215603879936

(at Yeonnam-dong by night) Gyeongui Line forest trail by night now. Good to see so many citizens adopt it, even picnic on the lawn
twitter.com/theseoulvillage/status/625274339781246976

Over the two years following that focus on the trail, my long gone "Busan Corner"*** has again changed at least twice. It just became a jewelry shop - how's that for gentrification?

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* see for instance "서울 수색역세권 본격 개발한다…'DMC역 구역'부터 시작" (Yonhap 20150727)
** among the 27 key redevelopments confirmed last spring (see "Diagonal crossings, High Lines, and Business Verticals (how pedestrians and businesses remodel Seoul... and vice-versa)" followed by "Urban Regeneration: 27 Projects For Seoul")
*** "Busan Corner on Taxi-daero"

Tuesday, June 18, 2013

Songdo, DMC: sequence is of the essence (Part II)

In the first part of my umpeenth focus on Songdo and the Seoul DMC ("Songdo, DMC: sequence is of the essence (Part I)"), I insisted on symbols, images, concepts, purpose. Here, I linger on space and time, key dimensions of urbanism and architecture, where consistencies or discrepancies resonate. Of course, urbanism and architecture are foremost about humans, and when that small detail is not at the center of preoccupations, it shows.

Part I covered sections 0 and 1 of the 'master plan' below, Part II delivers lot # 2 (see also links to related articles at the end of this post), Part III will focus on the importance of timing:

0) City, Interrupted. Puzzle, Ongoing. Landmarks and Landscars
1) Purpose and Identity, Citizens and Citizones, Projects and Projections
2) Connectivity, Continuity and Consistence
3) Longing and Belonging - Sequence is of the Essence
NB: again, Songdo and the DMC cannot be compared (e.g. scale, timelines, stakes, relative importance for local authorities...), and they don't compete directly. This is not a comparison but a parallel update, with random thoughts about the evolution of ambitious urban projects.

Stephane

UPDATE: see Part III
UPDATE: download the whole focus in PDF format here.

*

2) Connectivity, Continuity and Consistence

Once more, these "Ubiquitous" cities are not yet "All Over The Place", and work is still in progress, so be patient!



"Songdo Central Gap"
One of Songdo's "Central Gaps". This block will soon be filled with low rise commercial buildings and shops.



Seoul DMC's Blind Spot
One of the DMC's few remaining blind spots last year, along Digital Media street. This LED screen caught a bug, but the artwork is blind anyway.

But before exploring these new cityscapes, let's see how they integrate to their surroundings. If both Songdo and the DMC are connected to Incheon and Gimpo airports as well as to their respective urban environments, some key connectors show a bit too much, and seamlessness or urban continuum were not always top priorities.

For Songdo, that's almost a statement: "this is an exclusive neighborhood, let us grow on our own":
  • Like Incheon Airport and the Incheon Bridge, Songdo is a place where sea meets sky. Skyscrapers emerge from far away in a rather flat landscape, and the newly claimed land also stands out from the sky:



IFEZ view of Songdo
According to the IFEZ master plan, Songdo will reach for Ansan and Incheon's old harbor, while growing a new one. But the IBD has yet to fill all the parts where earthwork has already been completed.
  • Songdo IBD will eventually become a peninsula connected to Sinheung-dong to the north (when District 9 is completed), and firmly anchored to its surroundings through 6 bridges, not to mention of course the spectacular Incheon bridge, a direct link to Incheon Airport. On its northwestern side, it almost touches Dongchun-dong along Saeachim Park (New Morning Park), a promising promenade with a narrow waterway and two mini "mountain chains" in the background (Cheongryangsan-Munhaksan, Songdo's skyline).

  • Unfortunately, Songdo combines two sins commonly seen in Korean new towns: the Great Highway Rift, and the Elevated Highway Curse:

  • - Instead of camouflaging the beefed-up Aam-daero, open air lanes have been added to further separate Songdo from Dongchun-dong and the future Paramount Movie Park Korea. Even if bike lanes have been laid out, cars rule overwhelmingly.

    - Incheon Bridge ends in two concrete ribbons blotting out the scenery: Incheondaegyo Expressway (Highway 110) and Songdo Haeandoro (3rd Gyeongin Expressway along coastal road 77). The 2nd Seoul outer beltway will soon stretch new tentacles over the ocean, making sure the future Incheon New Port is itself cut from the rest of the IBD.

    - This at a time when Seoul bitterly regrets the concrete monsters that disfigure some of its cutest waterways. This at a time when Paris starts covering its belt highway "Peripherique" to improve the osmosis with its direct urban environment, and considers doing the same around its La Defense business district. This at a time when Seoul thinks of ways of hiding the expressways separating Han riversides from the rest of the city... Again, highways don't belong in sustainable cities, and elevated roads are supposed to be patches you use when urban planning failed, the worst possible solution when you start from scratch. New roads should alleviate traffic, not cause more problems and create more demand for cars.



Songdo - Los Angeles
From a distance, Songdo looks as highway-and-car-friendly as L.A.


Brughel meet Songdo
Songdo meet Brughel meet a great Korean classic: the elevated highway.


Songdo's 2nd Bridge
Songdo 2nd Bridge over Saechim Park, the Incheon Bridge expressway to the right
  • Note that subway-wise, the aerotropolis is directly connected to the old Incheon center, but not to the airports: the Incheon Bridge was not doubled with railways, and you have to reach the AREX at Gyeyang Station, at the other end of Incheon Subway Line 1. That's not a long trip, but you draw a "seven" 3 to 4 times longer than the Incheon Bridge's straight line. And if the Suin Line will complete the Suwon-Incheon loop by 2014 (joining Songdo Station to Incheon Station), Songdo IBD hangs by itself at the end of the Line 1 hook. More stations are planned, but for the next one we might have to wait for the Songdo Incheon Tower, and the construction of the business center on the other side of Canal Walk has been postponed.


Canal Walk on the wild side, sunset over Incheon Bridge


  • For the moment, Songdo has to do all the pushing, whereas it should be more a win-win, push-and-pull game with surrounding areas. Typically, the synergies between the IFEZ's 3 sub-projects (Yeongjong-Songdo-Cheongna) and the rest of Gyeonggi-do would be boosted if there were a coastal vertical connecting Cheongna, Incheon's Jung-gu, Songdo, and Siheung-Ansan. That's the role of the future 2nd Seoul outer beltway, but ideally, the vertical should also exist in a railway version. BTW I'm glad that they eventually decided to build a AREX Cheongna Station, but I still can't believe it was not planned from the start - as if the AREX and IFEZ projects existed in different galaxies! As a matter of law, I think no New Town project should get any authorization if there's not at least one subway connection from day one, and Subway Line 1 reached Songdo only in 2009, four years after the delivery of the first blocks (district 2).

The much smaller - and far closer to completion - DMC is now plugged as if to boost broadband communications within Western Seoul as well as between the capital and its neighbors. In spite of its own natural and man-made frontiers:
  • The DMC draws a "T" in the northern half of Sangam-dong, which itself a draws a trapezoid on the Han River. If this block can't be compared to an island or a peninsula like Sondgo, its borders are clearly marked for pedestrians:

    - To the South, the block is separated from the Han River and its riverside park (Nanji Park) by the Gangbyeon Expressway and its 10 lanes of traffic. Also known as Jayuro or "Freedom Expressway", Gangbyeon runs along the Han River all the way to Paju, and connects the capital to Gimpo and Incheon airports. Note that unlike Songdo, the DMC is directly connected via AREX to both airports. Actually, at one stage, the Seoul Lite landmark tower was by itself meant as an all inclusive, miniature aerotropolis for business travelers. It a good thing that this anti-city scenario was dropped.

    - To the North, a disgracious urban separator prevents the DMC from dialoguing with Susaek-dong and Eunpyeong-gu: the Gyeongui Line. Seoul city considers burying it, but it will take time and here, it's as wide as around Seoul Station. And it's doubled with yet another major entry point to Western Seoul: a 6-to-8-lane axis that goes straight from Gwanghwamun to the heart of Goyang and Ilsan, first as Sajik-ro, then as Songsan-ro, here as Susaek-ro, and through Gyeonggi-do as Jungang-ro. Overall, if you include the thin layer of buildings sandwiched between the railways and the road, that's a 300 m - wide band, almost as thick as the bar of the "T". The Digital Media City Station (AREX, Gyeongui Line, Subway Line 6) does connect both sides, but the whole area will boom the day a Gwangwhamun Square-like revolution helps pedestrians claim that bandwidth, critical for seamless communications.

    - To the West, the DMC/Sangam-dong block is separated from Daedok-dong, Goyang city by Gayang-daero / Deogun-ro (8 lanes). And to the East, Jeungsan-ro (8 lanes) and Bulgwangcheon stream (3 bridges) mark the frontier with Songsan-dong / Jung-dong, Mapo-gu.



The Seoul DMC T and Sangam-dong
The T-shaped DMC in the Sangam-dong trapezoid.

  • These vertical connectors (W/E) anchor the whole neighborhood to Western Seoul's two main entry points by road: Gangbyeon Expwy and Susaek-ro (S/N). They also reach across the river: Gayang-daero leads to Gayang-dong, Gangseo-gu, via the Gayang Bridge, and Jeungsan-ro will be prolonged southwards by the World Cup Bridge to Yeongdeungpo-gu (see "A World Cup Bridge for 2015"). Doubled with the Subway Line 6 loop, Jeungsan-ro also links the DMZ to the northernmost parts of Seoul : Eungam, and beyond, Yeonsinnae, Eunpyeong New Town, or Tongil-ro. To reach the Gangnam half of Seoul by rail, you have to reach Subway Line 2, or use the AREX (the future Magok District will only be one station away when Magongnaru Station opens).
  • Overall, the DMC/Sangam block is rather well connected to the grid. But it's not just piggybacking an existing network: it also acts itself as a power plug connecting to Mapo-gu and Seoul parts of Gyeonggi-do previously underserved between the two horizontal backbones:

    - Eastwards, three 4-to-5-km-long "pins" of this plug reach deep into Mapo-gu: the three avenues that support the DMC's "T". At the top, the narrowest and shortest (Seongam-ro / Yeonnam-ro, 4 lanes) follows the lower Gyeongui Line until Donggyo-ro. That's the top of the bar. The other two go all the way to Yanghwa-ro: until Hongdae (Worldcup-bukro, 8 lanes), and Hapjeong (Nanjido-gil / Worldcup-ro, 6 lanes).

    - The "cable" end of the plug looks less subtle: blocked by Daedoksan to the West, the three roads merge through Daedok-dong into a road that crosses the southern parts of Goyang and Ilsan, and the western parts of Paju. Gorged with concrete steroids, this axis has become the second "Freedom Highway" (Je-2 Jayuro, #357), complete with brand new "unavoidable" elevated sections...
  • Mercifully, the DMC itself is spared the "Elevated Highway Curse"*. And also the sight, noise and traffic of the Gangbyeon Expressway, thanks to the World Cup Park and its twin hills (Noeul and Haneul). So the former Nanjido landfill**** was not only transformed into an ecopark, but also into a green wall protecting the whole rehabilitated neighborhood. Note that there are also two smaller green hills under the bar of the T (Sangamsan and Mebongsan gave their names to the two central vertical streets, Sangamsan-ro and Mebongsan-ro). So instead of a "T", you rather see from the sky a "M" drawn on a green trapezoid:


Aerial view of Seoul DMC
An 2012 areal view of the DMC (fished from InvestSeoul.com). In the bottom half of this picture, we clearly see from left to right Haneul Park, Mebongsan, Jeungsan-ro and its Jeungsan Tunnel, and the World Cup Stadium.

Now when I roam the streets of Songdo and the Seoul DMC during the day or at night, can I feel an urban continuum, a consistency with the original concepts? I'd say that in the DMC, I feel like in a modern Seoul business district among others, and in Songdo, supposedly the epitome of The City of The IIIrd Millenium, almost like in a tribute to the XXth Century:

  • Songdo is already alive and kicking. At the feet of most residential buildings, fleets of kid bikes tell the story of families enjoying fun time outdoors, and the city stretches only over 6 square kilometers at its core, so everything is within walking distance. The map can be easily memorized with its grid and functional blocks, and green areas cover a very significant proportion of the land. Smart details make life easier, for instance to cope with parcels when you're not home for the delivery, or to manage waste and energy... Citizens are confident that future commercial hubs (first around Lotte Mall, then North of Central Park) will boost the whole community.

  • But this dream city looks a bit too sanitized, the urban planners' storytelling too polished and far-reaching. Humans look a bit like extras on a giant stage where the roads are too wide, and the skyscrapers too tall, waiting for directions from above. Everywhere you can read the script for the land, but it's as if the actors expected a play to be written for them as well. I love to walk in cities but between these neverending blocks I feel frustrated. And why surelevate this park? Pedestrians can only see inside when there's an entrance, unlike in say Yeouido's central park, where the whole neighborhood can enjoy the show, not just those who are inside, or above, watching from their penthouses. There are buses on the streets, but very few bikes or taxis. I didn't expect Masdar City's Podcars, but at least a vision for the future, a comprehensive and innovative strategy for transportation. Overall, Songdo reminds me of urbanism from the 1950s, a "modern" vision of a functional American city where cars rule. There's even a Niemey'air of Brasilia - doesn't this Central Park's "Tri-bowl" echo Oscar's famous Congresso Nacional building? I remember being already disappointed by the master plan years ago, then when the first residential districts were delivered, in the mid-naughties. Only Canal Walk emerged as a potentially alleywayish element added to this very classic new town, but occupancy remains low due to delays in the developments around the structure.

  • More heterogeneous, the DMC mirrors the rest of Seoul. A significant part of Sangam-dong, in the Eastern half of the bar of the T, has not even been redevelopped. It includes the neighborhood's citizen center, and a few individual houses, but mostly consists of 3 to 5 story buildings. With Nuritkum Square at its crux, the Western half of the bar is marked by the curve of a "Digital Media Street" whose unfinished northern side has long been euphemized as an "art fence". This is certainly not a beautiful city or a model of urbanism, but it's somehow "softer", more convenient for pedestrians. Even if you have to cross a a wide road here or a railway there, the neighborhood is more at the human scale, the architecture less pretentious. Can it be fakely disruptive at times? Yes. Are we spared the usual "apateu" blocks? No. You're simply in a Seoul neighborhood with a decent green-to-concrete ratio, and an obvious 'business' purpose, not in some exclusive complex. After all, the DMC is not Sangam's only star: more Seoul citizens know the neighborhood for its World Cup Stadium, and many have if not visited at least seen the park and its wind power generators from the expressway.

Seoul city bikesharing station in the DMC
The DMC is one of Seoul city's two test areas for bikesharing services. Well located next to a bus station, this station is fully operational on this beautiful May 2012 day: 7 of the 10 bicycles are being used.


For the DMC as well as for Songdo, and regardless of the conceptual successes or failures, planners focused on sections of space. Timing and sequencing seems to have resulted from constraints rather than from a strategic vision of the city. But for cities, time is of the essence. And planners should make sure they've got the dynamics right from the start.

And for us, that will be the final part of this focus.

*

End of part II

See part I
See part III


*

See also posts related to Songdo and the DMC, in particular:
- "Songdo on the world map (Green Climate Fund)" (December 2012)
- "Wet eyes for wetlands and urban mirages" (January 2012)
- "DMC at full throttle - Songdo from Sim City to Sin City ?" (April 2011)
- "DMC aims at Tinseltown - welcome to Hallyuwood!" (February 2011)
- "Seoul Digital Media City Tour" (July 2010)
- ...

See also posts related to urbanism and new towns, including:
- "Sudogwon New Town Blues" (March 2013)
- "Magok District: SIM City as in "Seoul Intra Muros"? Alleyways as in "Seoul Inter Muros"?" (January 2013)
- "From urban mirages to urban decay" (November 2011)
- ...

Seoul Village 2013
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* even if the Naebu Expressway starts at its gate. It covers Hongjecheon (see "Along Hongjecheon, my way or the highway"), which Bulgwangcheon joins at the corner of Pyeonghwa Park, at Nongsusansijang-ro.

**** reminder: if Songdo was built from scratch, the DMC was partly built over trash.

Tuesday, April 30, 2013

Songdo, DMC: sequence is of the essence (Part I)

A couple of weeks ago, I came back to Songdo, a first since last December's Global Climate Fund announcement. The sunny yet chicagoesquely windy weather made the views from 60+ floor penthouses and the walks between steel and glass giants even more impressive, and after that, I felt ready for another round of the old Songdo - DMC update (see at the end of this article the links to previous posts about Songdo, the DMC, urbanism and new towns).

As it turns out, this eminent Songdologist - DMCoholic started a novel, and after a couple of tens of thousands of words, decided to deliver it in slices. Or in lots, like the said projects. Let's hope this one will take less time to complete.

Here's the "master" plan:
0) City, Interrupted. Puzzle, Ongoing. Landmarks and Landscars
1) Purpose and Identity, Citizens and Citizones, Projects and Projections
2) Connectivity, Continuity and Consistence
3) Longing and Belonging - Sequence is of the Essence
Today, lots 0 and 1 are up for grabs. Feel free to add your own critics. Again, Songdo and the DMC cannot be compared (e.g. scale, timelines, stakes, relative importance for local authorities...), and they don't compete directly. This is not a comparison but a parallel update, with random thoughts about the evolution of ambitious urban projects.

Stephane

UPDATE: Part II (Connectivity, Continuity and Consistence)
UPDATE: Part III (Longing and Belonging - Sequence is of the Essence)
UPDATE: download the whole focus in PDF format here.

*

0) City, Interrupted. Puzzle, Ongoing. Landmarks and Landscars.

Before starting, a minute of silence for Dream Hub, the consortium that was supposed to deliver Yongsan IBD, a KRW 31 tn monster conceived at the peak of the bubble, plagued with a fatal accident, and unplugged by minority shareholders who abandoned the ship before it was even built. If lead investor KORAIL must foot a bill that may derail its own development, Samsung remains relatively unharmed in the race for potential Plan Bs. Future projects will probably not be carried 100% through private financing... unless, of course, Qatar decides to purchase Yongsan Saint Germain Football Club.



Yongsan IBD -Archipelago 21 - Daniel Libeskind
"Archipelago 21" (above), Daniel Libeskind's take at Yongsan IBD for Dream Hub (note the Triple One tower at the center, and to the right MVRDV's highly controversial "Cloud" (below), a sick tribute to 9/11 and the WTC's Twin Towers.


If the DMC and Songdo were conceived earlier than Yongsan IBD, both were also hit by the collapse of the bubble. Timelines were adapted, delaying the completion of these complex jigsaw puzzles.

At least it helped tune down Korea's insane race for the skies: with Yongsan IBD went the not ironically dubbed Dream Tower (620 m, 111 floor). The DMC's Seoul Lite (640 m, 133 floors) had already been canceled last year, and Songdo's Incheon Tower shrunk by 114 m and 39 floors (initially 601 m and 151 floors, now 487 and 102). Note that Lotte World Tower (555 m, 123 floors) goes on, in spite of cracks noticed on core mega-columns earlier this year...

Betting on one iconic tower amounts to totemizing an absence of imagination, and far from negating its urban and natural environments, the ideal "Landmark" should reconcile and sublimate them. Seoul can be proud to have recovered its most original and defining landmark, the Sejongno-Gwanhwamun-Gyeongbokgung-Bugaksan-Bukhansan perspective: a wide pedestrian way, an open gate, a low rise historic palace, a glorious mountain range.

If I define cities as the scars humans leave on the surface of earth to prove that they once roamed it, some scars are certainly more gracious than others*...



*

1) Purpose and Identity, Citizens and Citizones, Projects and Projections


Songdo and Digital Media City are by no means classic "new towns": they share a business focus, and international ambitions. Here, permanent residents are not the main "endusers":
  • Songdo International City - Songdo International Business District belongs to the newly formed Sondgo-dong (mostly claimed over the sea, partly over Dongchun-dong), in Yeonsu-gu, Incheon, but also to IFEZ (Incheon Free Economic Zone). As the names suggest, Songdo is business and internationally-minded, and rules differ from the rest of the city. The epitome of aerotropolis, Songdo must confirm Incheon as a world class hub. For its promoters Gale International and Posco, as well as for such partners as Cisco, the project must also become a proof of concept, and help them clinch similar deals with other cities in the region, particularly in China. By 2017, Songdo is supposed to host 70,000 permanent residents and 300,000 commuters or business travelers.
  • The Digital Media City is a digital media and entertainment cluster in Sangam-dong, Mapo-gu, managed by SBA (Seoul Business Agency). The business focus and international ambitions are also evident, but the DMC, as a city sub-center and "a gateway to the northwestern region of Seoul", must first contribute to the geographic and economic balance of the capital. The proof of concept would be not only a world class media and entertainment cluster, but also a sound ecosystem where major media and entertainment companies would "coopete" with thriving SMEs and start-ups. By 2015, the DMC is supposed to host 30,000 permanent residents and to provide 68,000 jobs.
For the promoters, the first "customers" are not the endusers, but the tenant companies who will fill the lots / pieces of the puzzle they operate directly, and investors that will purchase whole blocks according to the master plan. Only part of these "citizones" are meant for actual citizens: residential block whose operators contribute to the overall promotion as they market their apartments. Cities play more or less their part, but basically the meta-promoters (Gale, Seoul/SBA) focus on business targets, with result-oriented sales pitches. Songdo appears to be at the same time more institutional and more extroverted in terms of communication and marketing:

  • If both logos echo smart-tech cities, Songdo opts for black and elegant/institutional/corporate codes, the DMC for white and more graphic/design/enduser codes:


  • Marketing and communication are paramount for Songdo, a privately financed project with a sense of emergency; considering the scale of the project and the stakes, investors must be constantly reassured and updated. PR is highly proactive, and in the extensive picture gallery easily accessible from the main menu, buildings are usually shown in context, preferably with elements of nature consistent with the message of sustainability. But the speech always remains resolutely "pro", fact-based, technology driven (i.e. LEED-ND / Leadership in Energy and Environmental Design for Neighborhood Development), the "bucolic" storytelling being left to Incheon city or POSCO (see further below). A giant showcase for smart cities, sustainable development, and pervasive computing utopia/dystopia, Songdo generates a lot of literature and case studies... not to mention my recurrent babble.
  • Songdo.com homepage
    Songdo Central Park Canal

    From Songdo.com: a corporate look from the homepage on, and an iconography that puts each landmark into perspective (here, Songdo Central Park Canal)

    "It's Real, Global Songdo"
    On its own dedicated website songdothesharp.co.kr, POSCO communicates along similar lines ("It's Real, Global Songdo), but using warmer codes, consistent with the proximity of an established local brand.
  • The DMC doesn't need Songdo's institutional - corporate tone and look: investors know that Seoul city is in charge, and the DMC targets business tenants of all sizes in a rather "fun" sector. Its homepage is hosted by Seoul city's portal, and SBA operates a commercial site in a classic and sober BtoB blue. Significantly, Korean is the home language, and there is no URL in .com: the marketing and the international drive seems less intense than a few years ago, and now that the bulk of the land is covered, priorities seem set on business as usual (making sure all big names move in on schedule, prospecting new tenants already in Korea, maintaining the DMC Gallery showroom...). Most updates are about new batches of lots for sale, and they don't even appear in the English version of the site (not much updated since 2010, as we'll see below). There's a lot of storytelling about how the various zones function and interact, but unlike in Songdo, the iconography focuses on the micro (buildings) and macro (masterplan) levels, and except for a movie on bike touring in the DMC, we're not told many stories about what's happening now. And in such a competitive and depressed commercial real estate market**, the DMC could tell of stories to differenciate itself, but the communication doesn't leverage on the key environmental assets in the surrounding, or on the recurrent good news each time a new tenant signs or reaches a milestone in the construction (e.g. few press excerpts with visuals).
  • dmc.seoul.go.kr homepage
    The DMC's website is hosted by Seoul Metropolitan Government portal (dmc.seoul.go.kr)...
    dmcseoul.kr homepage
    ... and SBA operates a distinct BtoB site: dmcseoul.kr
    DMC Digital Pavillion
    Iconography focuses either on finished buildings or on master plan maps: we're not given the chance to see the city in real life
As a result, the Incheon-Songdo couple projects a much clearer picture than Seoul-DMC for the world to see:

  • In spite of its struggles, Songdo is starting to emerge as a stand-alone brand that feeds and is fed by the Incheon umbrella. An asset consistent with Incheon Bridge or Incheon Airport, and all three form a continuum that goes beyond the obvious geographic evidences. As expected, the Green Climate Fund signing put Songdo on the world map. At the national level, it also changed positively the image of a project that generated disappointment for many real estate speculators. Incheon city communicates efficiently about Songdo, even when it doesn't mention it:


The day after the GCF announcement, Incheon city celebrated on its website (incheon.go.kr)
The bridge, the airport, Incheon - Songdo skyline. Songdo's communication contributes to Incheon's sales pitch and vice-versa.

  • The DMC's notoriety is growing rapidly, and in a positive direction. But this has more to do with its internal dynamics and relative performances in a morose real estate market, than with intense "top-down" promotion. Of course, Seoul has many other ongoing projects that require considerable efforts, but the DMC brand is so under-marketed that the area is often referred to as "Sangam DMC" or "Sangam-dong DMC" instead of "Seoul DMC"... as if the notoriety shouldn't reach beyond the dong/neighborhood! Unlike his predecessor, Mayor PARK Won-soon is not a fan of big business and new towns in general***, but he does care for Seoul's competitivity, and he did promote the Seoul DMC during his recent visit to Seoul for the Beijing-Seoul Friendly Exchange Year. Now the English side of the DMC's website could be a bit updated: two years after his electoral defeat, OH Se-hoon is still the mayor welcoming foreign visitors and investors!
    2 years after his defeat, former Mayor OH Se-hoon is still welcoming foreign visitors to the DMC's website (the English version hasn't been updated in a while)

Anyway, cities always speak by themselves, and citizens and visitors will progressively become the main storytellers.


*

End of Part I
See Part II
 See Part III

*

See also posts related to Songdo and the DMC, in particular:
- "Songdo on the world map (Green Climate Fund)" (December 2012)
- "Wet eyes for wetlands and urban mirages" (January 2012)
- "DMC at full throttle - Songdo from Sim City to Sin City ?" (April 2011)
-"DMC aims at Tinseltown - welcome to Hallyuwood!" (February 2011)
- "Seoul Digital Media City Tour" (July 2010)
- ...
See also posts related to urbanism and new towns, including:
- "Sudogwon New Town Blues" (March 2013)
- "Magok District: SIM City as in "Seoul Intra Muros"? Alleyways as in "Seoul Inter Muros"?" (January 2013)
- "From urban mirages to urban decay" (November 2011)
- ...



Seoul Village 2013
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* and once again, all urban wrinkles shouldn't be botoxed; Seoul needs its vital alleyways!
** see for instance "Office buildings vie for tenants" (Korea JoongAng Daily 20130418)
*** Mayor PARK renewed his critics in this recent interview: "Seoul mayor warns that city planning has lacked insight" (Korea JoongAng Daily 20130417