And the winner is... I.SEOUL.U (not Seoul?)

Earlier this year, I joined the Seoul Branding effort because I love this city and I wanted a better signature than 'Hi Seoul' to represent it.

I prefer such expressions as 'signature' to 'brand' because Seoul doesn't need branding. As Roy Disney famously said, "Branding is something you do to cows. It makes sense if you're a rancher, since cows do tend to look alike".

Anyway, it couldn't get worse than this...:

... could it?

I knew that I had to brace for the worst when I received an email, last July, giving the team its first true 'mission'*: doing some SNS PR for PARK Won-soon's trip to China...

Still, the crowdsourcing effort across the capital did bring a lot of suggestions (over 16,000), including decent ones: even if the old 'Infinitely Yours, Seoul' had been dumped, such newbies as 'Find your Seoul' sounded promising.

Since I was out of town during most of the process, I don't know how the 3 finalists made it: the utterly unhashtagable "I.SEOUL.U" looked and sounded like an insult (as in I.EXPLETIVE.U), and "Seoulmate" like a dating site for corporate designers of the eighties. If Seouling didn't make much more sense, at least it mirrored the city's elusiveness, and anyone could make anything out of it, without being forced into a Relationship in capital letters.  

 

• Note that, as often the case here, nothing seems to have been done to protect the 'brands' or their URLs (typically: will Seoul City move its Facebook page from facebook.com/hiseoul, or wait for its next avatar?)...

The winner was decided by the combination of 3 votes (50% for the first, 25% for each of the other two), starting with a popular one open to everyone and closed a few days prior to yesterday's event, where a poll of 1,000 citizens (who turned out to be 1,140) and a panel of 9 experts voted with an electric device guaranteeing the one voice one vote ratio. The first vote brought 121,000 ballots (76,000 online, 45,000 offline), and there's no way to tell how many people voted how many times - in my case, once, and online.

Yesterday, I came to Seoul Plaza to vote as a Seoulite who barely speaks Korean, and only slightly better English, but with a personal experience in each of the city's 467 neighborhoods, and a professional experience in branding. Which made the choice even more cruel. I opted for 'seouling', since I've already been seouling for over almost a quarter of a century - whatever that means.

The winner, I.SEOUL.U, claimed only 36.5% in the open ballot, but 59.8% of the citizens present yesterday. I bet many voted for a team rather than for a logo, and I even saw one of my neighboring clapping ajumma change her mind after watching what turned out to be the best video and the cutest team. The fact that 100% of the expert panel supported I.SEOUL.U made me wonder, as a giant flag with the winning logo was unfurled over the audience just minutes after the verdict, if similar flags had been prepared for the other finalists...

Seoul Brand: citizens vote for I.SEOUL.U (NB worst brand but best video tonight)
twitter.com/theseoulvillage/status/659315669771513856

To wrap up this democratic fest, PARK Won-soon danced on stage in a mini musical. I left in the cold Seoul night when the first k-pop group popped up.

Now get ready for the I.SEOUL.Uization of your environment: a CCL (Creative Commons License) makes sure it will spread everywhere, and the city plans 'brand sculptures' for this December.

Happy Halloween indeed.

---20151029 ADDENDUM---
Speaking of Seoul brand's latest avatar: I.SEEOUL.U?

 

Seoul Village 2015
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* Before that, we'd been asked to suggest names for the team (I proposed to keep a simple 'Seoul Friends').

Namdaesunrise, Seoul Friendship Fair 2013, and other spring classics

To me, this week-end marks the true beginning of Spring in Seoul.

Yes, we've had lovely days so far in 2013, but at times, it felt like February never stopped, and nowadays, I feel glad to inhale fresh lilac instead of toxic nanoparticles or lethal macropoliticles*. Furthermore, I've been bracing for two events:

• the reopening of Sungnyemun to the public (Sunday), five long years after "Namdaemonium". I bet the signboard will be more carefully finished than that of Gwanghwamun a couple of years ago...
• the reopening of international food stalls for my favorite festival, Seoul Friendship Fair (Saturday and Sunday). As usual**, I'll shamelessly come for the food, but there's a lot to see around City Hall: Seoul Plaza, Mugyo-dong, Cheonggyecheon - check out the program and international performances: seoulfriendshipfair.org.

Caught in the Seoul traffic with Sungnyemun. That's not a k-pop star: she's much cuter, has better conversation pic.twitter.com/J1n5wC6LKk - twitter.com/theseoulvillage/status/329023620355596289

If you're in town Sunday, there's also the Jongmyo Jerye and a collection of events around Children's Day. KMA announces 20 celcius and sun for both days. So everything is set, including Admiral Yi and King Sejong, who took their yearly shower yesterday:

Also met Yi Sun-sin on the way. He was about to take his yearly shower on Gwanghwamun Square. #jongno #seoul pic.twitter.com/ZKlUqV0aTa - twitter.com/theseoulvillage/status/329034058321506305

Enjoy Seoul to the fullest!

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* see for instance "Air Pollution: New Measures, Please" and "Dear Japan, Please Say No To Abeignomics"
** see "Seoul Friendship Fair 2012, Global Seoul Mates", "Seoul Friendship Fair 2011", "Seoul Friendship Fair" 2010)

Hi Seoul Festival 2011

Now focused on non verbal performing arts, the Hi Seoul Festival proposes 6 days of animation : "The Gestures of Spring (Calling for Spring)", between May 5 and 10. The venues ? Yeouido Hangang Park and downtown's main squares : Seoul Plaza, Cheonggye Plaza, and Gwanghwamun Square.

Among the main events, a World Street Theater Parade on Seoul Square (May 5 at noon), the Cheonggyecheon Festival, installations, and special shows.

Check the official website for the program and updates : english.hiseoulfest.org

Seoul Village 2011

Seoul Friendship Fair 2011

My favorite Seoul festival* is back. Seoul Friendship Fair will just like last year be held around Seoul Plaza and Mugyodong-gil, at the feet of the new City Hall.

By the way, that building looks scarier than ever : from the beginning, this towering steel and glass wave reminded me of a tsunami about to crash over Seoul Plaza, but these days, without its final touches, the new exoskeleton structure around the old carcass from the Japanese era looks like a gigantic eagle claw. Yet, just like for Gwanghwamun Square, I'm rather confident : beyond the look, it's mostly about reopening a crucial area to pedestrians, and if Seoul City Hall used to be a hurdle for traffic, it has a great potential as a vital hub once it cracks open like say the Sony Center in Berlin. I'm anxious to see the final result and often have a peek at the working site (the other day, I could enjoy a dramatic view from above, at the Seoul Foreign Correspondents' Club).

But enough chit-chat about architectural projects, let's talk about food.

Yes, the friendship fair is about bringing Korean and Foreign communities together, discovering new cultures, listening to music, or attending dance shows from all over the world, but to me it's mostly about food and roaming all day long from booth to booth to try the most exotic specialities. And for certain cuisines which don't even boast a restaurant in Seoul, the dishes can be of the genuinely home made variety (sometimes even served by the ambassador himself).

It's good, it's fun, and it's a fantastic opportunity to see how international Seoul has become**.

You don't want to miss this.

Seoul Friendship Fair 2011 ("Meeting and sharing of the world, and unity")
Organizers : Seoul Metropolitan Government
Date: May 7 and 8, 2011 (Saturday - Sunday)
Location : downtown around Seoul Plaza and Mugyodong-gil.

Seoul Village 2011

* "Friendship Fair"
** see also "In 2050, almost 10% of Korea's population will not be Korean" - note that Yonhap disclosed two statistics today that confirm the trend : elderly citizens in Seoul reach 1 M, foreigners living in Seoul after marrying a Korean spouse 41,000.

-----

ADDENDUM 20110501 - SFF website and map

More details and updates about the events on the official website : seoulfriendshipfair.org.

Seoul Skate to reopen Ice Rink on Seoul Plaza

After Gwanghwamun Square last winter (see "Winter Sports at Gwanghwamun Square", Seoul Square Skating Rink is back to Seoul Plaza from December (Friday the 17th) to February (Sunday the 13th).

Skating on Sejongno was more glamorous, and city hall remains under scaffoldings, but Seoul Plaza is much wider and suitable for ice skating.

As usual, the idea is to let as many citizens as possible enjoy the ride, which explains the very affordable price.

Operating hours: 10 AM to 10 PM (11 PM on Fridays, Saturdays, and holidays).
Cost: KRW 1,000 per hour including rental fee. NB: gloves are compulsory (some can be purchased on site for KRW 500).
Hotline: 02-3210.1267 / 02-3210.1268
Online reservation / cancelation : seoulskate.or.kr (also in English)

Seoul Village 2010

Reconsidering Sejongno Park

After the Eastern side of Sejongno this morning ("Insadong - Bukchon seamless for pedestrians"), some news from the not so far West.

At the intersection between Naejadong-gil* and Sejongno lies a small public park echoing the historical significance of the area, for centuries a cluster of ministries. But Sejongno Park is neither nice nor welcoming, and most visitors are simply on their way in or out the old parking operated underground. I often wonder how Sejongno would look like if it were animated all the way during cultural events, and particularly if this very spot were better designed : here is a very large space, in an ideal location (between Gyeongbokgung, Gwanghwamun Square, and Sejong Cultural Center), but totally wasted.




That could be about to change : the contract with the tenant expires in 2012 and the city intends to revive the area, creating a sunken garden, also history-themed, which (I presume) could be connected to the existing underground walkway across the boulevard, and maybe even to the King Sejong exhibition space inaugurated last year under Gwanghwamun Plaza.

That would make not only perfect sense but confirm the success of the restoration of Seoul's most prestigious axis. Of course, the design had better be right from the start (please not another Haechi Madang, please not another dangerous staircase that visitors discover only a split second before breaking their own necks...).

I reckon authorities will also keep an eye on demonstrators : since Gwanghwamun Square inauguration, small political gatherings have regularly been using the Cultural Center's staircases as a tribune, and this new spot would be almost at the feet of the Central Government Building... Note that further down the boulevard (Taepyeongno will merge with Sejongno), Mayor OH Se-hoon is facing similar threats : the metropolitan assembly, now overwhelmingly progressive, voted in favor of facilitating demonstrations under his very windows on Seoul Plaza.

More animation ahead, then. And many colorful "events" (pronounce "eee-bent").

Seoul Village 2010

* If you're not familiar with Naejadong-gil, that's the street perpendicular to the boulevard, starting between Sejong Cultural Center and the Central Government Building, with a short tunnel connection to the other side of Sejongno (near the US Embassy), and leading to Sajikno in front of Sajik-dan, with Inwangsan in the background. The street progressively evolves from an administrative / office center to a residential hub (Gwanghwamun Space Bon, Gyeonghuigungoe Achim...), with the Seoul Metropolitan Police in the middle and many eateries.

---
UPDATE 20110524 - Sejongno Park under renovation
---

Twice red-faced, after hours

This morning, my neighborhood rooster sang something closer to "go Korea" than to the French National Anthem. He probably caught the rythm during the night : the World Cup gathering at Seoul Plaza was as loud as expected.

Relieved from the shame of watching my fellow citizens reaching the bottom and digging even further with their bare hands (please, President Elect Laurent Blanc, tell me 'change is coming'), I managed to sleep a little bit between the merciful elimination of Les Bleus and the lucky yet logical qualification of the Taeguk Warriors.

It's great to have two national teams to support : like 1994 and 2002, 2010 is a red-face edition for France but a red-devil year for Korea*.

Frankly, I expected either Nigeria or Cameroon to reach the semis or even the final this year, but both wasted their great potentials. A classic for Nigerians in World Cups I'm afraid. Koreans deserved finishing ahead because they played their game and made much fewer mistakes... except of course for the non-game against Argentina.

Even if they only managed to draw against les petits Bleus, Uruguayans will be a tough cookie to crack. And they certainly won't forget to put someone on the far post on free kicks or corners.

Relieved from the "16 강" pressure, I hope Park & co will give it all, have no regrets whatever the result. And that on monday morning, the rooster will wake me to the tune of "saturday night fever".

Seoul Village 2010

* note that both 1998 and 2006 were red-card years for Zidane.

"Be The Reds", But Not Too Red ?

I was maybe a bit too optimistic when I rolled out the "Red carpet for the World Cup" a couple of weeks ago : since then, the North Korean team has probably lost a few supporters in South Korea (and beyond), and Seoul Plaza might not turn out to be the most popular venue.

Following a clash with SK Telecom and other sponsors of downtown World Cup venues, The Red Devils, Korean national team's main supporter group* and a key ingredient to successful World Cup events, decided to focus on only one site : Samseong-dong in Gangnam-gu. Sponsors wanted to regulate the songs (both the timing and content), supporters freedom of speech and independence from sponsors. Ironically, several songs are associated with other sponsors, and the 2002 "Korea Team Fighting" slogan was at the beginning an ad for KTF, SKT's direct competitor. One of the outcomes of this clash could be the creation of a rival group of supporters.

Anyway, World Cup broadcasters SBS accepted the Red Devils' terms, to the risk of inviting more partisans of freedom of speech. And since the venue, in front of Bongeunsa, has become a converging point for demonstrations against LEE's conservative government, political recuperation seemed inevitable. As expected, candlestick vigil organizers instantly called for combo events, like 'come to our demo at 7 PM, enjoy the game at 8'... and shortly after that, Red Devils whistled them offside, like 'true supporters come for football, please don't mix this event with politics'.

I suggest a red card to all players : organizers, sponsors, supporters, broadcasters, and demonstrators.

Seoul Village 2010

* that's the South Korean national team. It always struck me as funny how this nickname for North Korean 'commies' in 1960s ROK propaganda became a symbol of 2000s ROK.

Friendship Fair

I confess : this is definitely one of my favorite Seoul festivals. So this week-end, I'll be strolling downtown, enjoying food from 56 countries, zapping from one booth to the other. An Uzbek entree ? A Mexican snack ? An Hungarian cabbage ? A Turkish ice cream ? I've got two days to try whichever combo I fancy.

Even if the May 2010 Hi Seoul Festival has been postponed to this Autumn, the 15th Friendship Fair will be held this Saturday and Sunday (8-9 May from 13:00 to 19:00), simultaneously and in the same area as the 2010 Information Fair.

This year again, the party is centered on Mugyo-dong, Jung-gu, with extensions to Cheonggyecheon (North) and Seoul Plaza (South).

Yeah yeah, there's also food for your eyes and ears : beyond the joyful atmosphere (in very deed, friendship radiates on all faces), you can enjoy cultural events, performances from 17 foreign troupes (Seoul sister cities like Moscow or Bangkok), and even a clash of titans between Korean B-Boys and traditional dancers.

But don't count on me for the belly dance.

Seoul Village 2010

Seoul Plaza Hotel joins the renovation frenzy

From May 3rd, the Seoul Plaza Hotel will be closed for renovations. It should reopen 6 month later, about 10 days before the G20 Summit (November 2010). Will remain open for business during the renovation : the Grand Ballroom banquet and wedding facilities, the spa and fitness, and the hotel's restaurants with a direct access from the outside.

The 34 year old hotel will change its white dress for a metal-bronze look, and a new positioning as a "European boutique hotel". The number of guest rooms will be cut from 445 down to 400 to accomodate more suites. The Westin Chosun and Hotel Shilla have also been recently improved, but this one moves after the downturn, a clear sign of optimism from hospitality businesses in Korea. Tourism and logistics infrastructures are among the sectors where Foreign Direct Investment is booming, and Seoul keeps gaining momentum as a major touristic as well as business / convention destination.

On the other side of Seoul Plaza, another landmark is undergoing a total relooking : the new Seoul City Hall just completed its basement levels, so the big wave should start bulging anytime soon*. Meanwhile, you can visit the small exhibition about that major (indeed) project, including images from the propositions that were turned down**.

While I'm at it : Sejongno and Taepyeongno will soon be called "Sejongdaero" or Sejong Avenue. I guess it doesn't change anything as far as the "dongs" are concerned but for the road itself, it means one single name between Gwanghwamun and Sungnyemun, and its confirmation as the spine of downtown Seoul.


Seoul Village 2010

* I can't help but see a tsunami there (see "Business for the Environment Global Summit 2010 in Seoul")
** Today, the square was not really festive, hosting a ceremony to mourn Cheonan victims

Red carpet for the World Cup

Seoul is bracing for the 2010 FIFA World Cup with Seoul Plaza as the usual main gathering ground, and Cheonggyecheon Square a pleasant and potentially more refreshing sidekick.

For those who were in Seoul back in 2002, it probably won't feel like the first time (how could it ?), but it should be quite something. So check your calendars for the Group B games (NB: kick-off time in South Africa) :
June 12 (13h30) : Korea - Greece
June 17 (13h30) : Argentina - Korea
June 22 (20h30) : Nigeria - Korea

If Korea beats Greece in its first game, expect a very hot night on June 22. But the attraction will also come from Group G, and I'm sure Seoulites will also closely follow the Chollima, North Korea's national team :
June 15 (20h30) : Brazil - DPRK
June 21 (13h30) : Portugal - DPRK
June 25 (16h00) : DPRK - Cote d'Ivoire

I don't think both Koreas will meet this year : that would be in the semi-finals, and mean both teams survived particularly lethal groups... No can do ?

Seoul Village 2010

UPDATE 20100609 : "Be the Reds, but not too red ?"

No cars on Gwanghwamun Square for New Year's Day

Seoul Village 2009 - Like it or not, Gwanghwamun Square is already a success. As we saw before, the site can definitely be improved and uplifted (I mean literally : walking at street level remains a little bit disturbing with all the traffic so close to you), but at long last, pedestrians have reconquered the heart of Seoul. And on January the 1st and 2nd, they will totally own it : traffic will be completely closed between 6 p.m. and 11 a.m. on both sides of the plaza - the perfect occasion to test a concept planned from the beginning.

For those who've known Seoul for a while, changes have already been spectacular : Seoulites simply didn't have a place to gather for major events, and walking outdoors on a winter night was an oddity, so imagining thousands of people crisscrossing downtown on foot for hours for Christmas...

The 2002 FIFA World Cup changed everything : masses rediscovered city center and furthermore, Koreans rediscovered the concept of popular, mass outdoor celebrations. City officials reacted quickly : first came Seoul Plaza (May 2004), then Cheonggyecheon Plaza (October 2005), and now Gwanghwamun Plaza (August 2009)*. Each hub has already proven part of its formidable potential, but they still have to learn how to work together as a seamless system.

The transition between the first two will soon be facilitated by the new City Hall, and in order to ease the flow between the last two I'm sure Seoul City will come up with a solution : for instance, a gentle slope connecting Cheonggye Square or the pavement in front of Dong-A building with Haechi Madan** through the Gwanghwamun underground hub would not only make perfect sense, but also be very much appreciated by people with strollers or in wheelchairs. There could even be also a direct connection with the stream, and why not, that corridor could feature an underground waterway restoring the continuity between Cheonggyecheon and its source.

This year, Gwanghwamun is literally stealing the show, starting with the ice rink, snatched away from Seoul Plaza (see "Winter Sports at Gwanghwamun Square"), and the light festival which includes projections on KT building and Sejong Cultural Center, or Paik Nam-june's Fractal Turtle Ship - the prow of the plaza during this winter edition of the Hi Seoul Festival.

For Christmas, all Sejongno area was overwhelmed by a huge crowd, and cops had a tough time managing car and human traffics, especially around pedestrian crossings. Cheonggyecheon was well packed, but mostly around the podium installed in front of "Spring" (that's the name of the embarrassing artwork that marks the plaza : a giant, red-blue turbinate shell by Swedish sculptor Claes Oldenburg). Seoul Square, traditionally the young urban musical spot, offers this year a more familial "Winter Story" featuring the reproduction of King Sejong Station, Korea's Antartic Base... but until City Hall is reopened it seems a bit disconnected from the rest.

One can easily imagine Sejongno with no cars for the first night of 2010 : a vast space filled with animations, food, and joy. And if it snows again, the night may truly be magic.


* Seun Greenway Square was inaugurated in 2009 (May 20) opposite Jongmyo but is not yet connected with Cheonggyecheon.
** the exhibition space under Admiral Li's statue - see "Gwanghwamun Square - Preview"

Winter Sports at Gwanghwamun Square

Gwanghwamun Plaza now hosts many events previously held in front of city hall. If big concerts and gatherings remain on Seoul Plaza, the winter ice rink moved up Sejongno, covering the flowerbed recently transformed into a lifeless field.

The 3 rinks (20x20 m, 20x30 m, 20x50 m) linked with an iceway will open from 10 AM to 10 PM (11 PM on weekends and holidays), and from December 12th to February 15th for a KRW 1,000 admission fee.

But the most striking feature remains the spectacular toboggan under construction in the Northernmost section of Gwanghwamun Plaza. A weird extension to Bukhansan, this short and steep jump pad (34 m high, 100 m long) will host the 2009 FIS Snowboard World Cup Big Air Competition (December 13, Seoul Snow Jam on December 11 at 6 PM).

Not very sejonesque... but to celebrate, Bukhansan did exhibit a thin layer of snow on Saturday.

Seoul Village 2009

A Yellow Sea For Roh Moo-hyun

Downtown submerged by a tsunami of yellow ribbons, arm bands, hair pins, hats, and balloons.

Not at the Gyeongbokgung today : the color of Roh Moo-hyun's campaigns was strictly forbidden at the site of the official ceremony.

Also forbidden : Kim Dae-jung's eulogy for his successor. This request from the family was turned down by his successor's successor... a measure of respect to other former Presidents according to Lee Myung-bak, a setback for democracy according to the 2000 Nobel Peace Prize laureate.

Also forbidden : Seoul Plaza, closed to mourners until today, for fear of a remake of last year's massive demonstrations. Roh sympathizers improvised the first altar just across the street, in front of Deoksugung's gate, the very morning when he died*. Local and foreign V.I.P.s waited for a more exclusive altar to be opened, a few days later, at the Seoul Museum of History. Both sites felt silent, but one did sound a little more sincere than the other.

Above, the head of the convoy on Sejongno, as it leaves Gyeongbokgung for Seoul Plaza and Roh Moo-hyun's Yellow Sea of supporters.

Right, Roh's collaborators, following the deceased and singing the song that cemented their cause for democracy.

* See "Roh Moo-hyun follows Pierre Beregovoy".