Part two of Ibraheem Youssef’s conversation with Sang Mook Rhee of the Seoul Design Foundation, exploring Korean design’s growth, the foundation’s citywide impact, and Dongdaemun Design Plaza’s emergence as Seoul’s creative nexus.
The Dongdaemun Design Plaza (DDP) stands as a bold architectural statement in Seoul’s urban landscape. This avant-garde structure, born from the creative vision of celebrated architect Zaha Hadid and the Samoo firm, has transformed into a defining feature of the bustling Dongdaemun area.
Its flowing, biomorphic silhouette creates a dramatic juxtaposition against Seoul’s conventional urban profile, anchoring the vibrant Dongdaemun district and cementing the city’s status as a global nexus of fashion and design innovation.
DDP transcends mere visual spectacle, functioning as a versatile complex. Its expansive 86,574.7 square meter interior encompasses fashion showcases, exhibit spaces, and verdant public areas, serving as a multifaceted hub of creativity and culture.
The following is the second part of an interview (part 1) that took place at the Dongdaemun Design Plaza (DDP) in Seoul, South Korea. Ibraheem Youssef, a Canadian design professional, speaks with Sang Mook Rhee, Director of the Management Division at the Seoul Design Foundation, and his team.
They discuss the foundation’s impact on Seoul’s design scene, Korean design’s evolution, and the DDP’s role as both a cultural and creative hub
Ib: Let’s shift focus to the DDP now. From its conception as a mere idea to its inauguration, it’s been 10 years so far, and without a doubt, DDP has become a vital part of the urban fabric of Seoul. What has been the reception towards it from the public or average Seoul citizen?
Rhee: It has indeed become an important part of the city. Public sentiment isn’t only considered our homework, but it’s also considered our ongoing task. It’s through it that we’re able to gauge and evaluate our performance or our achievements.
The first couple years we were able to enjoy that “New car” feeling that the public shared towards us. There was natural collective interest towards this structure that was very strange, huge, expensive and not to mention, built by the Seoul City Government on top of all.
But after those years, we really had to prove the value of our existence. We had to prove the validity of the investment that the Seoul City Government made. It wasn’t easy, but we managed to actually achieve a steady increase in not only visitors but generated income as well. When we opened in 2014, we had 6.8 million visitors to DDP, and those numbers have steadily increased over the years. Then Covid happened, which led to an obvious decline in visitors, but then starting from 2022 we recovered, till 2023 in which we had more than double the number of visitors seen during our first years.
“When we opened in 2014, we had 6.8 million visitors to ddp, and those numbers have steadily increased over the years.”
And now after that slow and costly period of having to prove ourselves, we’re in the second stage now. Things are speeding up, and we have recovered from the Covid dip rapidly, and now we have room to create genuine value beyond the confines of our physical space.
In our 10th anniversary ceremony held recently, the current Mayor of Seoul had an interesting statement that he shared “Thank you for making this reckless, immature, young Mayor’s dream come true. If I were to go back in time, I probably wouldn’t have done this again, because I would have lost votes. But you made it happen”.
That to me was a clear stamp of approval.
Ib: Speaking of physical space, I’ve seen many global spaces that are branded as ‘modern design spaces’. Spaces that aim to balance two things, being an event-centric destination for locals and tourists alike, and also being a center and beacon for creativity and design. ddp obviously fits that category, what’s your approach in balancing both those aspects?
Rhee: It’s not easy. At ddp for example, we take on both the roles of Centre Pompidou & the Eiffel Tower, the Statue of Liberty and MoMA. Even when we’re doing well in one aspect, we could totally be criticized in the other. Balancing both aspects is an ongoing task.
That being said, after 10 years of experiencing the spectrum of events at ddp, if forced to choose, we would prioritize the ddp’s role as a creative center. Simply because a creative industry spot can double as a tourist attraction, but a tourist attraction can’t naturally always double as a creative industry hub.
So, currently, we’re focusing on revitalizing our original purpose by expanding the definition of “design” to encompass all creative activities and endeavors that drive innovation.
By broadening our scope and fostering a diverse range of creative expression, we believe we can strengthen the ddp’s position as a leading hub for the creative industry, both locally and globally
Ib: It sure has been inspiring to witness the evolution and growth of DDP over the past 10 years, it’s undeniable that DDP garnered significant attention and prominence. Moving from Purpose to potential, from your perspective, has the DDP reached its full potential here in 2024? If not, what further steps could be taken to maximize the DDP’s impact and reach its full potential?
Rhee: We’re still just getting started! We have 50 or 60 years to go before that question can be answered properly. We do have goals however, and our current goal is to develop an intimate connection with the citizens of Seoul.
After having proved our value, we want to empower the citizens of Seoul to take pride in the DDP. It’s through this local lens that real value is found. Establishing real connections with the public, leads to creating authentic experiences that will generate real and sustained interest in DDP, here and abroad.
Ib: I see, what would be an example of this new “intimate connection” approach?
Rhee: As a creation of the Seoul city government, the ddp initially inherited the traditional, somewhat solemn character typical of municipal projects. Despite our unique building and mission, we were somewhat expected to conform to this established & conservative mold.
At first, this approach was fine. But as we evolved, we needed to break free from those constraints. The New Year’s Eve ceremony became our escape hatch. Traditionally a formal, televised ritual, we transformed it into a massive public celebration at the DDP in 2022. The impact was undeniable, drawing over 50,000 people and completely shifting the event’s atmosphere.
This transformation mirrors the very essence of the Korean design identity which I mentioned earlier – a harmonious blend of tradition and modernity. The ancient bell-tolling tradition found new life as a vibrant, forward-looking celebration in a cutting-edge design space. Broadcasted nationwide, this event exemplified how the ddp can reimagine tradition for a modern audience, establishing a unique cultural touchpoint that resonates throughout Korea.
“This transformation mirrors the very essence of the Korean design identity which I mentioned earlier – a harmonious blend of tradition and modernity. The ancient bell-tolling tradition found new life as a vibrant, forward-looking celebration in a cutting-edge design space.”
Ib: Fascinating, I wish I was there to witness it. Finally, the current tagline for DDP is “Amazing Tomorrow”, I would love to hear you emphasize further on the thinking behind it.
Rhee: We envision the DDP as a natural gathering place, a space where citizens feel comfortable discussing and envisioning the future. Whether it’s through exhibitions, programs, or simply relaxing on a bench, the DDP should be a place where ideas can flow freely and organically. It doesn’t need to be extravagant or luxurious, but rather an intimate and welcoming space for everyone.
To achieve this, we aim to showcase the future within the DDP, exposing both locals and visitors to cutting-edge environmental solutions, design trends, and innovative ideas.
We want to inspire them to learn, think, and ultimately engage in conversations about the future they want to create.
Following these enriching experiences, we hope that people will return to the DDP to continue these discussions, making it a hub for shaping tomorrow’s world. In essence, our ultimate goal is for the DDP to embody the future – a living, breathing testament to the possibilities that lie ahead.
While other countries may be steeped in tradition and history, the DDP can uniquely serve as a window into the future. This forward-looking perspective is our long-term vision, and we believe it’s what will truly set the DDP apart on the global stage.
