Seoul Design, Unlimited Challenge

Not For Sale

Seoul Design,
Unlimited
Challenge

Seoul Red

Seoul Orange

Seoul Blue

Seoul Darkgray

Seoul Brown

Seoul Yellow

Seoul Beige

Deoksugung
PalaceUnhyeongung
PalaceDongdaemun History& Culture ParkHam (Korean Traditional Chest) had been used to contain valuable items such as jewelryor written oaths from ancient times.
In the Joseon Dynasty, the Ham containing the Royal seal, a treasure symbolizing thenation and royal authority, was called Borok. It was made of wood with leather and silk
added and stored in Jongmyo or Oegyujanggak.
Also, when common people held a wedding, they presented letters and gifts in a Ham to
the in-laws to express their courtesy, to prove the couple’s fateful bond, and to pray forprosperity and wealth for the family.
The spirit of collecting and cherishing the most precious things is embedded in Ham.
The most valuable things for Seoul Metropolitan Government and Seoul Design
Foundation are the policies and their changes that have been implemented to enrich thelives of Seoul citizens.
This book is a summary of the「Seoul Design White Paper 2021-2022」and contains
the footsteps of the Seoul Metropolitan Government and the Seoul Design Foundation,
which have created Seoul today, growing with its creativity, potential, and unique beauty.
We present pieces of creative and innovative challenges in this small box.
Seoul’s colorful changes are expressed in the ten colors that permeate every corner ofthe city.
In addition, by analyzing the form and characteristics of Seoul’s major tourist attractions,
we developed and used the “Seoul Window” as an icon, which gives symbolic meaning
to each space by converting formative features such as the exterior or intangible
implications into signs.
We hope that these pieces of light will serve as a foundation for disseminating Seoul’s
design excellence and awakening its infinite potential.

Seoul Design,
Unlimited
Challenge

Can Design Make
Better World?
More than half of the world’s population lives in cities. Cities, where theproducts of society, economy, history, and technology are integrated,

continue to expand new people, relationships, and networks even today.
When citizens live in safe and thoughtfully designed environments andcan participate in the design process, their daily lives in the city becomericher. However, resource depletion and pandemics, which have recently
emerged as common problems in many cities around the world, arethreatening their security and future. Amid this crisis, how can Seoul
improve the lives of its citizens through design? Seoul Metropolitan

Government (SMG) and Seoul Design Foundation (SDF) are contributing

to improving the quality of life for citizens through cultural spaces suchas Dongdaemun Design Plaza (DDP) and Seoul Upcycling Plaza, andexpanding opportunities for citizens to enjoy design through public art

projects in the city, while also leading design projects to solve social
problems through universal design and crime prevention design. As

a result, Seoul was selected as the world’s first “World Design Capital(WDC)” and was designated as a “UNESCO Creative City of Design” in thesame year.

This book contains the changes and expansion that SMG and SDF
have achieved through design, and various design projects and theirachievements they have conducted to solve Seoul’s problems from 2021
to 2022. SDF hopes that our challenge will serve as an inspiration forvarious cities struggling with similar problems and a guide to creating abetter world. Through this, our endeavors will hopefully lead to a happylife for citizens in a fair and safe society and to the future of a sustainablecity.

Contents

1

From Pandemic
Crisis to Everyday
Life: 2021-2022
Economy & Industry

008
010

Culture

014

Communication

3

5

Retracing the Challenges of Seoul

Help Designers Grow, Design
One-stop Service

Seoul, where I Become a
Designer

Introducing Seoul Design Foundation

Upcycling IndustrySeoul Design,
Unlimited Challenge

Society

City & Environment

2

012

016

Design

022



026

Seoul Upcycling Plaza

030

DDP

Economy & Industry
Design Industry

036

046

City & Environment
Public Design
Public Art

080
086

028

Seoul Design Incubating Center 032

4

6

Design that Protects Our
Daily Lives

DDP, where We Enjoy a
Cultural Life with Borderless
DesignSociety

CultureSocial Problem-Solving Design 056
Universal Design (UD)

068

Exhibition
Event

096
102

7

Communication

To Learn about Seoul Designfrom A to Z
Research

Education
Network

112

116
118

01
From Pandemic
Crisis toEveryday Life:
2021-2022

COVID-19 has posed a complex crisis throughout the world. In

just a few months, almost every aspect of our daily lives haschanged from what it used to be. The functions of densely pop-

ulated cities should be limited and social distancing becomes
inevitable for safety. The pandemic has exposed inadequate
housing conditions, poor social safety nets, and socioeconomic

inequalities hidden in the city. Seoul Metropolitan Government

and Seoul Design Foundation reexamined and reconsideredevery function of Seoul in response to the crisis of the pandemic. The most difficult part of the change wasn’t coming up withsomething brand new, but getting out of the box we had been inso far. Therefore, we took even more initiative to solve problems

and address challenges creatively. In the process, we discovered

several opportunities. Seoul Metropolitan Government and Seoul
Design Foundation are constantly challenging ourselves to makeSeoul city and its residential spaces more inclusive, safe, resilient,and sustainable.

Economy & Industry#sustainable

Seoul
Design008 009

DDP Store

Participating Companies
Stores

Products

Seoul Design 2021-2022

Collaborative Teams

180,000people

226

2022

Designers

737

Participating Organizations
and Companies
Experts

117,000people

359
56

Seoul
Upcycling
Plaza

Seoul Design
Incubating Center
Human Resource
Development

Store

5

x

increase

11,000people

Matching Development

Seoul Design Fair
2021

Online Visitors

Seoul
Design Fair

59
45
56

Market Development

Seoul Design Incubating Center
63,000people

2021

2022

U
 sers Accessing Metaverse DDP Space +Participants for Metaverse Live Seminar
Cumulative Online Visitors
YouTube Video Views

Offline Visitors

2022

Tenant Companies

30

2021

Graduated Companies

23

Members 2,368

Tenant Companies
Graduated Companies

64

Members 1,321

1,100,000 people

Help Designers
Grow,
Design One-stop
Service

Support for TenantCompany
Tenant Companies

tem. To promote the design industry, Seoul Design Foundation plansappropriate support for each life cycle, from the birth of design tomarket development. We have focused on providing a variety offoundations for self-growth, from supporting designers’ employ-ment and business creation, to establishing a platform for exchange
and communication, to operating design projects with domestic andforeign design institutions and companies. In addition, as a resource

circulation development center that fosters and supports upcycling
companies and industries, we also take the lead in building an upcycling industry ecosystem.

59

Companies Supporting

Material Sales

862cases

Material Brokerage 248cases

Participation in Major External

Material Discovery 252cases

Sales of Tenant Companies

Corporate Events


Sustainable design requires a self-sustaining virtuous cycle ecosys-Material Bank45

KRW 28,522million

PromoteUpcycling Industry
Support for Upcycling
Companies
Support for Upcycling
Industry
Upcycling Week

Material Processing Support

SpreadUpcycling Culture

Operate Upcycling Space
Upcycling Education
Upcycling Promotion

Upcycling
Industry987cases
SUPer Market

Facility
Maintenance &Operation
Civil Accident Safety
Management
Facility Maintenance

14Brands

Participants in 2022 Seoul Upcycling
Week

4,500people

#solvingSociety

010 011Social Problem-Solving DesignAwards6cases in

Design that
Protects Our
Daily Lives2022❖ Seoul Design Consultant
Youth
Designers

more convenient and beau-

tiful, Seoul Design takes the25
Autonomous
Districts❖ Life Safety(Crime Prevention) Design

Expanded to● 2015-2021

Seoul Design Governance White Paper● 2020Cognitive Health Design Comprehensive Guidelines

Universal Design

15

projects❖ Stress-Free Design
Haesodangdesign and universal design

Seoul City Social Problem Solving Design White Paper

12

Senior Welfare
Centersocial problems throughMaumpool

Public Space
Universal Design

Seoul Youth
Centerto participate equally in social
ing Seoul’s design capabilities

to function properly, we arealso implementing design

policies that take care of everyday life by focusing on the

lives of citizens, such as caring
for the socially disadvantaged
and preventing social problems.

20 types of designs
Accumulated 2012-2022

3 autonomous districts in 2021

Gangnam-gu, Gwangjin-gu, Jungnang-gu

Applied to

7 public spaces

Maum Garden

Seoul Youth Center
Single Household Support Center
Senior Counseling Center●  Welfare Facility

Universal Design Guidelines
From 2019 to 2021
18 types revised

Convenience Spaces

from 2015
to 202273 regions

Guideline Development●  Universal Guidelines for Citizen

policies that allow everyone

vices. In addition to support-interior category	Life Safety (Crime Prevention) Design Guidelines

2022

Consultantslem-solving design that solves

Infection Prevention Design

Cognitive Health Design in the

Publication

projects

Seoul
Metropolitan
Government

lead in promoting social prob-

life and receive necessary ser-

2021

Youth Problem Solving Design● 2012-2019

Seoul
DesignFoundation

Participating
Organizations

the existing city to make it

5cases in

2021

Job Creation

Beyond its role of improving

Design Governance
Service Design
DevelopmentiF Design Award● 2018
● 2021
● 2020

Developed for 3 locations in 2021

Smart Seoul Map●  Accessibility

Information Map

3 public architectures

for the Mobility
Disadvantaged
Persons

Seoul Universal
Design Award(SUDA)●  Best Practices
8

2021

9

2022

Establish
Universal
Design Center● Established in June 2020

Building Representation,
Consultation, Universal DesignAward Winners, Operate UD Virtual
Experience Hall, UDP

City &
Environment#specialized

Seoul,
where I Become a
Designer

Seoul’s public design and public art seek to expand opportunities for the participation and expe-

012 013rience of creators and citizens. Public design, which makes citizens’ lives safer and happier andimproves urban landscapes, involves experts, public institutions, and citizens working together

from guideline formulation to implementation. Seoul Metropolitan Government is applying its
public design policy to the private sector and is also carrying out projects to expand the base of
the design industry. Public artworks are turning every corner of Seoul into an “open art museum.” Artworks that permeate deep into village alleys give citizens more opportunities to enjoy

culture and art in their daily lives, and citizen participatory art projects create urban spaces thateveryone can enjoy together.

Public Design

SAFE

Lighting (street light)

SafetyDesignSanitation (trash can)FUN
DesignProject

2021

Grand Prize in urban design
category at Korea FM Awards

15typesPublic Visual Information Designs

2022

Total

6 types,applied to 763 locations

Main Prize inarchitecture category atiF Design Award

Distribute Seoul Infection Control
Design Manual

h)
(benc
ation
Relax

704copies

Greenery (tree/seed)

Prot
ectio
(fen
n
ce/s
ignb
oard
)

Seoul
Infection
Control Pictograms

FUN

Service(bicycle)
Safety Management(CCTV/camera)

Support Project Cost for
Each Company
KRW

30pieces

4 categories | Total 97 items“Seoulis Museum”
University
Cooperative
Public Art
Project

PublicArt Citizens
Excavation
Team
Excavated
Artworks overPublic Design Guidelines Total

Public Art

20million

ART

Seoul
Good Public
DesignCertification

Others (crosswalk)

WE UP
Project

WE-UP

Citizen Excavation
Team Members

44people

2022

2021

5 Universities
6 Teams

4
5

Universities
Teams

Culture#leading

DDP, where
We Enjoy a
Cultural Life
with Borderless
Design014 015

um in Seoul for the first time in the design field, and then took on the newchallenge of shifting to an online platform to expand its function as a public

Event

art museum. Through various experiments such as virtual reality, Web 3.0,
and metaverse, we have pioneered a cultural and artistic space free from2021

the constraints of distance or transportation. Moreover, DDP held a varietyof representative cultural events to help people restore their anxious minds

and weakened bodies due to COVID-19, solidifying its role as a core platform

2022

for Seoul as a digital emotional cultural city.

2021

Visitors

302,248 people

Special Exhibition& Collaboration
Exhibition

Representative
Exhibition<Light of the Future, Marco Lodola>

224,506 people
and 5 other exhibitions

Representative

3,146 people
Winter 122,000 people

Autumn372,000 people
Winter 550,000 people
Autumn※ In compliance with quarantine guidelines, the number of on-site visitors is limited.

2022

Visitors

SPRINGSUMMER● DDP Online Class● DDP Kids’ World in May!
● DDP Outdoor Exhibition● Internal and External Cooperation
Cultural Programs

AUTUMN

Exhibition● DDP Children’s Eco-Friendly Design
Experience Class

DDP SeasonalContent
2021● Internal and External Cooperation

Cultural Programs

WINTER● DDP Autumn Festival:<Unfold X - Digital Storytellers>

Viva Beauty

5,074 people● DDP Outdoor Exhibition● Internal and External Cooperation
Cultural Programsand 3 other exhibitions※ 11 collaboration exhibitions with design-related academic societies, associations and universities in 2022 not included

2021

Exhibition

Visitors

Design Foundation selected DDP Museum as a first-class public art muse-

Exhibition . Event

7,423 people

Seoul LIGHT

COVID-19 has brought a crisis to the world of culture and art. In 2020, Seoul

2.3:1

DDP Open Cu
ratingCompetition
Rate

2022

5.8:1

2 02

2

r
r Pa
Tou
DDP

s
ant
ticip

ple
peo

86
4,2

Revitalize theDongdaemun Commercial District

2021
Seoul LIGHT Spring: 100% increase in DDP
visitors over the previous year

2022
DDP Design Market Spring:
Participation of 13
Dongdaemun brands,
260,000 visitors

Communication#cultivate

016 017

DesignResearch

To Learnabout Seoul Designfrom A to Z

As citizen-centered design policies that can enhance Seoul’s urban competitiveness become more urgent

than ever, Seoul Design Foundation has reorganized the design research team within the Design R&D
Center. In 2022, we have strengthened our research-based design R&D functions, such as design project

research and development, design education for future generations, designer archiving, publishing, andso on. We are building networks with design cities around the world by participating in UNESCO Creative
Cities Regular Meetings and Design Meetings held regularly every year, and are striving to develop and implement design education content for future generations focusing on children, youth, and families, including the operation of the Life Cycle Design Education TF and online education channels.

Seoul Design Policy 4-Year Plan Research
STEP 1

STEP 2

Design Policy Analysis

Derivation of Policy

2021
Seoul Design
SurveySeoul Design
Policy Four-Year
Plan

Disseminate



STEP 3

Search for Policy Tasks

Discover Seoul’s
Design Policy
Tasks and DDP
Core Projects

STEP 4

Disseminate

Disseminate
Research Result

Seoul Four-Year
Design Policy Vision,
Goal,
Strategy (Plan)

Smart Design Seoul created by design and enjoyed by citizens,
Design Seoul for Future, Empathy, Citizen Experience

Designcoexistencecity thatparticipates andsolves problems
togetherCreate global
leading socialand economic
value throughdesignUrban spacedesign thatmakes every
citizen’s life
convenient

Designemotional city
sustainable forthe future

DesignResearch

Magazine Library

2022 Seoul Design Assets 40

104 Types of Magazines
Average Monthly Visitors
over 2,000 people

Beauty

2
sign
al De
Digit

Art

LifeStyle

6
Fashionn/UX 5
Industrial DesigInterior/Space/Architecture

11

14

15

25

14
Illustration

Graphic

General Design

5

7

Unit: Type

Collection

Space &
Architecture

Archived Designers by Field

34

1Space &
Environment
Visual &Information

Product

Visual &Information

4

1

Content

Unit: People

11

Craft

2

Service1

11

Product

11

Total

37

DesignManagement

1Communication#cultivate

Education

018 019

Network

DDP Design School

Design Education

Education Kit

Development

Content

21cases

Online6 typesSeoul Design Foundation &UNESCO Creative Cities Cooperation

OfflineParticipants

UNESCO Creative Cities

93countries | 295cities
Online Design Education Platform DDP Edu ON esign Education for Future
D
Generation
2 02

Culture & Art

8 clips+

Career &Occupation

5 clipsUpcycling Education
Participation=

2

1,241participants
33collaborating organizations

Total video
contents

13 clips

Upcycling Education Participants

53,254 people

On-site 1,241 people | On-site 13,265 people

Upcycling

Education Kit
Supplies

25,304 sets

Upcycling Tour
Participants

42,631peopleTour

2,687 times

Design Cities

40cities

Domestic
Creative Cities

10cities

Korean National
Commission for
UNESCO

2 02

2

02
Seoul Design,
Unlimited Challenge

Today’s social problems in the city, such as climate change andpandemic crisis, are highly complex and intertwined. Seoul Metropolitan Government and Seoul Design Foundation have im-

plemented various design projects to solve the problems facing
Seoul, aiming for its change and progress through design.

The social problem-solving design that we pursue is a design thatmeets the needs of society, while also connecting people andcreating new social relationships and cooperation. Seoul Metropolitan Government and Seoul Design Foundation are constantly challenging ourselves to make Seoul a better city and a city

whose citizens are happier. And our efforts have achieved morethan just change and growth of the city. We introduce the seedsof challenge that Seoul Metropolitan Government and Seoul De-

sign Foundation have planted in Seoul, a vibrant city even at thismoment.

#organization

2006

2008

Established Seoul Design
Foundation under Seoul
Metropolitan Government andenacted its operation ordinance
Development of Seoul Public
Design Guidelines*
Won the first prize from theLighting Urban Community
International*

2007

Selected as theworld’s first World
Design Capital
Development of
Seoul-type standard
design*Seoul Urban Gallery
Project (2007-2011)*

Retracing the
Challenges ofSeoul Design

022 023

Enactment of Seoul Metropolitan Government
Ordinance on Urban Design*
Establishment of Seoul Metropolitan Government
Urban Design Basic Plan*

2016

Enactment of the Public
Design Promotion Act(Ministry of Culture, Sports
and Tourism)*
Enactment of Seoul
Metropolitan Government
Framework Ordinance on
the Creation of Universal
Design Cities*
Implemented “Seoul is
Museum” project (20162022)*

2009

Legislation ofSeoul LandscapePlan*
Establishment
of Seoul Design
Foundation,
ushering in the eraof Design Seoul

2010

Selected as amember of the
UNESCO Creative
Cities Network(UCCN)
Enactmentof Seoul
Metropolitan
Government
Ordinance on thePrevention ofLight Pollution
and Managementof Formation ofGood Light*

2015
2011

Launch of Seoul
Design Support
CenterCompleted the
Design Seoul 1.0
project Introduced
Urban Design for
the first time in
Korea

Selected as
one of the

Go in 2015” by
the New York
Times

Over

1 million visitors within

3 weeks of DDP opening

2014
DDP Open, Citizen Design Created andEnjoyed Together with Citizens

52 Places to“

Conducted “Seoul
Design Week” with thetheme of Seoul enrichedby culture and art

Cumulative visitors

53.84

million people

Seoul Design Foundation has rebuilt the organization and laid
the groundwork, including the launch of the Citizen Service
Design Project, preparations for the opening of DDP, theintegration of four major clusters around the Seoul Design
Support Center, and the establishment of Seoul Citizen Design
Research Lab, Citizen Service Design Center, Design Cultural
Product Team, and Fashion Team. Under Seoul Metropolitan
Government’s design policy and its vision of “Citizen Design
Created and Enjoyed Together with Citizens”, the “Crime
Prevention Design Project” was implemented for the first time,and in the economic field, local revitalization design projects
such as the “Seongsu Handmade Shoes Street Revitalization
Project” were proposed. In the environmental field, the“Landscape Improvement Project” and the “Seoul Alley Design
Project” were implemented, mainly focusing on improving theurban environment.

2017

Projects of Seoul Metropolitan Government are marked with *Design that Centers on People,
Design that Makes Citizens Happy,
Design that Enhances the Dignity of Seoul

Employments

219 people

Sales of Tenant Companies

52.5billion

Upcycling Education Participants

49,990 people

Under the vision of “Design that Centers on People, Designthat Makes Citizens Happy, Design that Enhances the Dignityof Seoul”, Seoul Design Foundation established the strategic
directions of “Making DDP a World-class Landmark andRevitalizing the Local Economy”, “Strengthening the Basisfor Urban Life-fitted Service Design”, and “Creating a Design
Creative Industry Ecosystem,” and accordingly planned
detailed strategic goals and implemented various projects.
With the opening of DDP, we conducted the Seoul Fashion Week,
which was transferred from Seoul Metropolitan Government,
increasing the participation rate of domestic and foreign buyers
and attracting a lot of interest from the fashion world. Especially,
we focused on creating a fashion business ecosystem, including
the implementation of “Seoul’s 10 Soul”, a global fashion branddevelopment project. By planning a series of representative
projects such as Open Curating and Young Designer Challenge
centered on DDP, we provided young designers and planners
with exhibition opportunities and laid the groundwork forthem to launch their own projects. Moreover, we used DDP as aplatform to strengthen the connection between the contentsof Seoul Design Foundation, such as crafts and architecture, in
addition to design. Seoul Design Week was launched in 2014, andSeoul Upcycling Plaza, Korea’s largest upcycling cultural space,
opened on September 5, 2017.

#organization

024 025

2021

Launching of DDP
metaverse (via Zepeto)

2018

Establishment of 2018 Seoul
Design Cloud (Seoul Design Week,
Seoul Fashion Week,
Seoul Upcycling Week)

2020

Opening of Seoul Design
Incubating Center

2019
Seoul LIGHT Cumulative Visitors

877,000 people

Submitted projects from25 countries around the world

The First Seoul LIGHT, enhancing Seoul’s
Design CompetitivenessSeoul LIGHT, a large-scale media facade festival on the outer wallof DDP, the world’s largest asymmetrical building, debuted in
December 2019. As the Seoul Metropolitan Government declared2022 as the first year of the “Digital Emotional Culture City”, Seoul
Light, along with the Gwanghwamun Media Facade Festival, isbecoming Seoul’s representative night light festival where visitors
can enjoy unique culture through light and media art. In 2021, inorder to revitalize DDP, which had been depressed by COVID-19, andto attract pedestrian traffic to Dongdaemun commercial district,Seoul Light was planned to be held as the largest event of the year
in connection with the Christmas season and the New Year’s Eve
countdown event. In addition, Human City Design Award was first
introduced in 2019, an international design award given to designers
or organizations that have made a positive impact on establishingharmonious and sustainable relationships with people, society,environment, and nature by solving complex everyday problems
through creative design. It was renovated as the Seoul Design Awardin 2022, spreading social awareness of the role of design.

2022

Projects of Seoul Metropolitan Government are marked with *Seoul, where Culture Blooms All Year RoundThe 3rd Human City DesignAward

100cases

Projects submitted
countries
fromaround the world

22

DDP visitors in 2022

10,510,991people

With the end of COVID-19, Seoul Design Foundation introduced avariety of seasonal content both online and offline. We plannedand conducted various citizen participation cultural events eachseason, to present a different lifestyle to citizens in response to the
COVID-19 era and to provide opportunities to enjoy design culture.
At the “DDP Spring Festival”, exhibitions, DDP Market, cinema &concerts, and children’s experience classes were held for DDP visitors,
including children and families. At the “DDP Autumn Festival: Viva
Beauty”, various events were held throughout Seoul to provide
citizens exhausted from COVID-19 with an opportunity to rest andenjoy design culture. Seoul Design Foundation regularly promotes
self-planned citizen cultural events based on seasonal keywords todevelop them into comprehensive events that organically connect the
DDP space and the entire Seoul, and strengthens the brand of DDP’s
own events to activate DDP space and attract more visitors.

Art Hall

2,017,703 people
Museum 1,583,460 people
Design Lab 1,075,642 people
DDP Market 3,222,593 people
Park 2,611,513 people
DDP Content Operation

44 cases in 2021 80 cases in 2022

026 027

Introducing Seoul
Design Foundation

Seoul Design Foundation Vision and Strategy

Sustainable Seoul, Happy Life with Design

Seoul Design Foundation implements design-related projects to develop the designindustry in Seoul and expand the design culture, with the Dongdaemun Design Plaza (DDP)
at its core. In this manner, we strive to enrich citizens’ lives and raise the competitivenessof Seoul Design to global standards.
Through the DDP operation and design projects, we aim to develop Seoul as a sustainable
city, promote the design industry, and help citizens pursue happiness in their daily lives.

Citizen’s Better Life Led by Design Leaders

MissionEnhance Seoul’s competitiveness by fostering design industries
and spreading the culture of design

Seoul Design Foundation aims to be a design leader that leads citizens to a better life byachieving four strategic goals, including enhancing design publicness, spreading theculture of design, strengthening the competitiveness of design industry, and utilizing an
innovative management system, through internal and external cooperation with Seoul
Metropolitan Government, designers,
and related organizations.

VisionCore Values

Strategic Goals

A design center for the betterment of Seoul citizens’ lives

Professional
ExpertiseStrengthen
the competitiveness ofdesignindustry

FutureCitizenAdvanced-oriented-centeredManagement

Spread the culture of design

Enhance design
publicness

Utilize an innovative management system

#space

Dongdaemun Design PlazaThe 3D Amorphous Structure, Leading Global Design Trends

DDP
Location

DDP is a design mecca, sharing creative content globally forScalepeople annually. It is one of the world’s largest three-dimensional

281, Eulji-ro, Jung-gu, Seoul
86,574㎡ (3 stories underground,
4 above ground)

Seoul’s future growth, and is visited by more than 10 million

amorphous building, the work of Zaha Hadid, the first femalearchitect to win the Pritzker Prize. Since its foundation on March
21, 2014, DDP has staged more than 100 various cultural events
every year, including various exhibitions, fashion shows, newproduct launches, forums, and conferences. DDP is where new

design trends begin and cultures are exchanged. It is a venue that
introduces new products and fashion trends, shares knowledge
through exhibitions, and offers diverse contents to experience
new designs. Through these activities, DDP will be “the hub of

the design and fashion industry” that will expand to Asia and theworld.

028 029

Visitors
per Year

2021

7,392,372 people

Space

2022

10,510,991

peopleDongdaemun History and Culture Park

Dongdaemun History Museum

Dongdaemun Stadium Memorial

Art HallArt Hall 1
Art Hall 2

Yigansumun Exhibition Hall
Gallery MUN

Eight Junction

Exhibition 1 Art Hall
Conference Hall

MuseumExhibition Hall 1
Exhibition Hall 2

Oullim Square
DDP Market

Design Dulegil
Design Playground

Design Lab

DDP Design StoreMedia Art Gallery
Magazine Library

Design Showroom
Seoul-On
Design Hall
D-Soop#spaceSeoul Upcycling Plaza

Valuable Upcycling Practices in Everyday Life

Seoul Upcycling Plaza
Location

49, Jadongchasijang-gil, Seongdong-gu,
Seoul

Scale

16,540㎡(2 stories underground, 5 above ground)

Seoul Upcycling Plaza is the world’s largest upcycling complex cultural space
where people can see, learn, and experience everything about upcycling.

It is equipped with upcycling & sorting workshops, material banks (wherematerials can be procured), upcycling manufacturing companies, stores,
exhibition halls, and training centers, so that citizens can experience theentire process of upcycling. As a space where a valuable and healthy cycleof production, distribution, and consumption is achieved through citizen

participation, Seoul Upcycling Plaza conducts many educational events that

require citizen participation, and various support programs for companies tofoster the upcycling industry are available, in hopes to expand the upcycling

culture. Through these various activities, we are creating an upcycling culturethat saves the environment by experiencing the entire upcycling process in a
fun and easy way and integrating it into daily life.

030 031

Visitors
per Year

2021

71,922people

2022

87,510Space
3-4F Support Infrastructure

Tenant Companies 59
Companies Supporting Participation in Major External
Corporate Events 45
Sales of Tenant Companies KRW 28,522 millions

1-2, 5F Spread Citizen Awareness

Exhibitions, Awareness, Education, Events, Markets
Participants in 2022 Seoul Upcycling Week 4,500 people

1F Support Infrastructure

Dream Factory - Equipment including 3D printers,
3D scanners, vacuum forming machines, etc.

B1F Material Bank

Total 2,349 cases
Material Sales, Material Brokerage, Material Discovery,
Material Processing Support etc.

people#spaceSeoul Design Incubating Center

Space for Business, Collaboration, and Education for Young Entrepreneurs

Seoul Design Incubating Center
LocationSeoul Design Incubating Center is a design startup incubation

Scale

Government and the Seoul Design Foundation to encourage active

19, Sinchon-ro 2-gil, Mapo-gu, Seoul
2,987.32㎡ (4F, 5F, and part of 3F in Public
Business Facility (a total of 5F))

platform created and operated by the Seoul Metropolitan

startups by young designers of the next generation. Aiming topromote rapid growth of startup companies and improvementof global competitiveness through a space specialized for design
startups and unique programs, this design startup hub in Seoul

is a space where startups can share the start and growth of theirprojects, while sharing and exchanging various information.

032 033

Numberof TenantCompanies(as of 2022)

Space

2022

Cumulative
Number ofMembership
Members

30

2022

2,370
people5F Membership Space
Design Gallery
Meeting Room (3)Open Kitchen
OA Room

4F Work SpaceWork Lounge
StudioMakers’ Space 1/2
BarWork Lounge
Phone Booth(5)Resting Space
Locker Room

Locker Room
Resting Space
Open Kitchen

Phone Booth (6)Meeting Room (2)OA Room

3F Management Office, Conference HallManagement Office
Locker Room

Conference Hall

Economy & Industry#SeoulDesign2022#DesignFestival#SeoulDesignWeek#DDPDesignFair#LaunchingShow#YoungDesigner#BusinessOwner#JobFair#Governance#Metaverse#StartUpIncubating#StartUpSupport#DigitalDesign#NFT#YoungDesigner#DigitalDesignIndustry#DDP-NFTGallery#DDPCollecting#Zepeto#SeoulUpcyclingPlaza#UpcyclingIndustry#PioneerSalesChannel#UpcyclingCompany

ResourceCirculation#DesignProduct#Promotion#Forum#Entrepreneurship#StartUp#VirtuousCycle#Fostering
DesignTalent#CulturalEvent#Product Development#Distribution#DDP#Exhibition#GatherTown#One-Stop_Support#SeoulDesignIncubatingCenter#DesignBrand#Marketing#Competition#Eco-fridendly#TenantedSpace#Promotion#TenantCompany#EventEconomy & Industry

DesignIndustry

036 037

In 2021 and 2022, Seoul Design Foundation (SDF) is being reborn as an or-

ganization leading the Seoul design trend. In response to various changesof the times, such as COVID-19, the shift to a digital technology society,and climate change, it revised the direction of projects to promote thedesign industry and held Seoul Design 2022 based on its experience andknow-how. Especially, in line with the social trend of rapid digitalization,

SDF introduced digital technology in event management and expanded
the scope of support for the design industry to include the digital design
field.

SDF planned to hold future-oriented events that combine design and media technology, such as implementing DDP’s virtual space in the metaverse
space and holding 2021 Design Week, Seoul Design 2022 pre-seminar, and

DDP-NFT special exhibition. And it laid the groundwork for supporting thedigital design industry, including opening DDP-NFT Gallery, a digital design platform, and holding the DDP-NFT Collecting Vol.1 competition to
discover digital design artists.

Korea’s Representative Design Business Launching Show

Seoul Design ① DDP Design FairDDP Design Fair is “Korea’s representative design business launching show” with eoul Metropolitan
S
Government
Seoul Design
Foundation

unique characteristics that are different from other design fairs, and is operated ina one-stop support manner from product development to market development.
The collaborative projects between small business owners and designers develop
design products by combining the “product development know-how” of small

business owners and the “idea” of designers, and the outcome is introduced at thedesign fair for the first time. This project provides opportunities for mass production and promotion for small business owners, and opportunities for new businessmethods and network building for new designers, supporting them to pioneer apath of coexistence. The 2021 DDP Design Fair was held simultaneously online andoffline for the first time due to COVID-19.

In 2022, DDP Design Fair was integrated and operated as “Design Seoul 2022.” The
Fair exhibition was held at DDP Art Hall 2 for 10 days from October 19 to 28 during

the period of “Seoul Design 2022”, and was also held online simultaneously. A totalof 12 curators were appointed for this design fair, including collaboration curators (5⇨DDP Best DesignAward Winners

Economy & Industry

038 039

people) and launching curators (7 people). 392 small business owners and design-

Design Festival Proposing Seoul-type Lifestyle

Seoul Design ② Design Week

ers applied for the collaboration team, and a total of 196 teams were successfully

matched. Product development reviews, and mentoring on design, mass produc-

Seoul Design Week is a design festival that proposes a Seoul-type lifestyle and is ateam, and ultimately 166 teams completed their products. During the 2022 Designcommunication between designers and citizens, businesses and agencies, univer-major event of DDP that has been held since 2014. As a venue for collaboration andtion, and exhibition composition were conducted at least three times for each

Fair, new products from the top 120 collaboration teams and launch products fromsities and local communities, it has conducted various programs such as: collab-

21 design studios were showcased to the public for the first time. These products

oration exhibitions of designers and specialized companies, special exhibitions

were introduced to 222 buyers from 66 domestic and foreign distributors at the

on interior design, promotion of design products that suggest Seoul’s life design“Buyers’ Day”, resulting in on-site orders worth over KRW 5 billion.

solutions, trend forums and designer PT shows, and design college students’ em-

In addition, SDF operates the “Young Designer Job Fair” during the DDP Design

ployment fair.

Fair event to provide support to young designers so that they can succeed in find-2021 Seoul Design Week was held for 3 days from October 26 to 28 by inviting de-ing employment and starting their own businesses. Young designers, the men-sign, branding, and virtual reality experts to speak under the theme of “Design

Reboot” at Dongdaemun Design Plaza (DDP), implemented in the metaverse plat-tees, are matched with senior designers, the mentors, at companies where theywant to work, and the matched mentor reviews the young designer’s portfolio

form “Gather Town”. Taking advantage of “Gather Town”, which specializes in video

and provides mentoring. During the 2022 DDP Design Fair, about 90 young de-conferencing, it was held in a way that expert speakers and general participants
such as citizens and students met as avatars and freely expressed opinions andsigners received mentoring, including personal statement and portfolio coach-communicated in the metaverse space, created similar to the main space of DDP,

ing, and interview simulations over 5 sessions, 16 of 64 participants succeeded inrather than in a way where the audience simply listened.

securing jobs.

⇨

Seoul Design Week
Reboot Poster

Online Exhibition Hall Visitors

On-Site Order Amount in 2022
Design Fair

400,000people

KRW 5billion

On-site Visitors

20,000people

DDP
DESIGN
FAIR

Young Designer
Participants in 2022

64peopleEconomy & Industry

040 041

Korea’s Representative MICE Event Leading Design Industry Trend

One-stop Support from Development to Sales and Marketing

Seoul Design ③ Seoul Design 2022

Seoul Design Brand Development

Seoul Metropolitan Government (SMG) and SDF launched “Seoul Design 2022”,

To promote the development of design products, SDF develops new products

aiming to create a MICE event that introduces Korea’s representative design in-through competitions and establishes a Seoul Design brand circulation system toParticipants

dustry trend. “Seoul Design 2022” encompassed “Seoul Design Week”, a citizen

support distribution, sales, promotion, and marketing. In accordance with SMG’s

1.1

design festival and “DDP Design Fair”, Asia’s representative design launch fair, andpolicy direction of “creating Seoul where young citizens can earn their own op-

million people

expanded cooperation with design-related academic societies and associations. It

portunities and jobs based on coexistence and fairness” and the need to develop

also extended the event period from 5 to 15 days and expanded the event space todesign products with DDP’s unique characteristics, SDF attempted to shift fromthe Seoul area including DDP, strengthening its scale and expertise.

design development led by established craftsmen and designers to a project toThis event introduced various K-design contents that reflected the theme, “Beauti-

ful Life: A new future after Corona”, and operated 28 programs in 5 fields, including
exhibitions/conventions, conferences, design markets, projects, and side events.

held for two weeks from October 19 to November 2 in various parts of Seoul andmetaverse.

a profit-making business by SDF, generating in a profit of approximately KRW 330
million through exhibition ticket sales and market sales.

growth of young designers and develop DDP design products that represent Seoul,
the “First DDP Brand Product Design Young Designer Competition” was held in

2021 and was followed by the second competition in 2022. This competition, which⇩“Seoul Design 2022” was recorded as the first single event to exceed 1 million

ticipating both online and offline. It was the first MICE event which was turned intodevelop its own products that are highly popular and practical. To support theKRW
330 million

Starting with the opening ceremony held at DDP Art Hall on October 20, it was

visitors since the establishment of SDF, with approximately 1.1 million people par-support young designers. In addition, in line with market trends, DDP is trying to

Ticket Sales &Market Sales

God-Saeng⇩

Seoul Design 2022
Young Designer

Theme Workshop &Exhibition

Project (GS Retail)Collaboration
Product

provides an opportunity for young designers to produce and distribute their designs, aims to develop DDP’s own brand products based on young people’s creativeideas. Selected designers would receive product development funds, expert mentoring, exhibition opportunities, and DDP store distribution and sales channels.

Economy & Industry

042 043

In order to respond to the sharp decline in visitors due to COVID-19 and the need to

Public Distribution Platform Collecting Seoul’s Good Design Products

DDP Design StoreDDP Design Store is a design public distribution platform that collects Seoul’s good

design products, and contributes to the development of Seoul’s design industry by

discovering products from new designers and design companies and supporting
their launch, sales, and distribution. Every year, through the DDP brand productdevelopment project, it develops original products to be sold only at DDP, andgives new designers and design companies the opportunity to launch their products in the store through open screenings.

expand sales channels for new designers and small business owners, DDP Design
Store needed to shift its operational direction by pioneering a new sales plarformbeyond the offline store with physical limitations and diversifying its product

DDP Design Store
Online ShoppingMallrange since 2020. Therefore, it began to develop a indirect online sales service, andopened its online store (www.ddpdesignstore.org) on September 13, 2021.

In addition to the premium line, affordable products were added to encourage casual

DDP

shopping, and products were diversified through the participation of young designers

Design Storeand the development of DDP’s own brand products to meet citizens’ diverse needs.

⇩

Youth Design Start-up Incubating Platform

Seoul Design Incubating Center

Seoul Design Incubating Center is a “youth design start-up incubating platform”
established and operated by the SMG and SDF to create an environment whereSeoul Design
Incubating Center
Websitecapable young designers of the next generation can grow and start their own busi-

nesses. It offers young designers the opportunity to develop with its spaces andprograms specialized in design start-ups, and contributes to the sustainable promotion of the design industry.

To discover and foster start-ups, Seoul Design Incubating Center provides residen-cy opportunities to prospective or established young entrepreneurs capable ofdeveloping design products for at least one year and up to four years, dependingon the results of annual evaluations. Each tenant company is assigned a desk in theshared office in the resident-dedicated space on the 4th floor of its building, andprovided with two lockers and a mailbox. It also receives assistance in securing a
distribution network in connection with SDF projects.

In 2021, three of the tenant companies were able to open shops in DDP Design
Store. As their participation was expanded in 2022, 16 products from 6 companies
in the first half of the year, and 5 products from 4 companies in the second half ofthe year entered DDP Design Store. Seoul Design Incubating Center also provides

an “Accelerating Program” specified for design start-ups within 5 years of establishment that need additional growth momentum.

Economy & Industry

044 045

The Future Presented by the Design Platform

Digital Design

As the design paradigm changes to digital design, SDF established a new digital
design business division in 2022 and formed a mid to long-term action plan torevitalize related industries. By running competitions and training programs to dis-cover new designers, SDF helped designers enter new industries more easily. And

SDF renovated the existing UDP space and opened the DDP-NFT Gallery to build adigital design platform. DDP-NFT Gallery is a space that visualizes the role of digital

design in the fourth industrial revolution era and held a DDP-NFT Special Exhibition from October 11.

“Opportunity for All_The Future Presented by the Design Platform” consists ofthree parts: DDP-NFT Introduction, DDP-NFT Special Exhibition, and DDP Competition. It was planned to support designers to participate and grow in the digital de-sign industry as a promising field with plenty of opportunities, and to stimulate theparticipation of designers and citizens by forming a discourse on the new changes
and developments that digital design, including NFT, will bring.

“DDP-NFT Introduction” demonstrates visitors the concept and history of NFT,a non-fungible token, and “Generative Art Experience Zone”, a digital art area inwhich images and new designs are self-generated based on computer algorithms,
helps them understand the process of creating an artwork.

⇨(Above) DDP-NFT

Special Exhibition(Below) GenerativeArtEconomy & Industry

046 047

2021, Seoul Upcycling Plaza (SUP) expanded its non-face-to-face proUpcycling Ingram
operation to implement social distancing due to COVID-19, and thenreorganized
its facilities and operating system along with a gradual reIndustry
covery of daily life. SUP, which had been operated with two axes of “sup-porting the upcycling industry” and “spreading the upcycling culture”,
decided to build a foundation for fostering the upcycling industry and tonurture the upcycling ecosystem as its key projects from 2022, and further strengthened its industry support function. It expanded support for
upcycling companies and then strengthened material development andsupply, and material distribution functions in connection with related in-stitutions and companies, through research and analysis of the current
environment, including the legal system related to upcycling materials
and distribution.

Support an Ecosystem Creation for the Upcycling Industry

Support Upcycling Companies

SUP is promoting various projects to support the growth of upcycling companies,
such as creating a foundation for growth by discovering upcycling companies thatrecycle waste and add new design and value to it, providing customized consulting

for material supply and product development, and operating online and offline
shopping malls to develop sales channels for products.

In particular, in order to support companies directly, SUP has set up space forupcycling companies on the 3rd and 4th floors of its building and operates a sup-port program for tenant companies. As of December 2022, a total of 24 upcycling
companies are located in SUP, including companies that manufacture and sell

upcycling products, companies that select and process reused items, companies
that repair electronic products, and companies that provide upcycling experienceeducation for citizens. Through SUP, tenant companies receive consulting and customized training for distribution channel development, marketing, commercial-ization, attracting external resources, and strengthening capabilities. In addition,
they contribute to publicizing the value of upcycling by holding various upcycling
trainings and workshops with SUP.

Despite the economic downturn in 2021 due to the prolonged COVID-19, the tenantcompanies’ sales increased by more than 30% compared to 2018, and successfully⇧

Dream Factory

achieved annual sales of KRW 10 billion in 4 years since its opening in 2017, andreaching KRW 24.8 billion in 2022. Since 2021, SUP has produced a specified catalog with introductions to tenant companies and distributed it as internal and ex-

ternal promotional materials. In 2021, it supported the production of promotional
materials a total of 7 times, developed 3 distribution channels, and conducted online store promotions 16 times. In 2022, marketing support was provided 5 times,

distribution channel support was provided 3 times, and 74 companies participatedin capacity building consulting.

Annual Sales

KRW 10 billion

KRW 24.8 billion

2021

2022

Number of Companies in Capacity Building Consulting74

Economy & Industry

048 049

Establish a Continuous Acquisition and Utilization Process for Upcycling Materials

Support the Upcycling Industry ① Discover Upcycling Materials

In 2022, an operation plan by stages for upcycling product development wasestablished and Phase 1 - B2G (public-private cooperation for upcycling) was implemented. In the first half of the year, expert advisory meetings (a total 3 times)

related to industrial development were held to establish a continuous acquisition

and brokerage process for upcycling materials, and representative public products
using industrial upcycling materials were developed and piloted through R&BD.

with private industry, academia and research institute. Approximately 5,000 pieces(3,558 kg) of discarded election banners that were thrown away after local elections were collected from 10 autonomous districts, disassembled into parts forrecycling, transported, and the materials were extracted and then made into bags,
aprons, pouches, etc. By establishing a matching process for the supply, delivery,and sale of quality materials, it is also expanding the 1:1:1 brokerage that matches
material-supplying organizations with material-demanding companies. In addi-tion, it also conducted research to increase the efficiency of upcycling material
acquisition, established a plan to improve material acquisitions by analyzing recy-cling and waste regulations, and conducted the use of intellectual property rights
such as trademark rights and design rights to commercialize upcycling materials.

Increase the Efficiency of Material Management

Support the Upcycling Industry ② Material Bank

Material Bank sells upcycling materials, brokers or matches the materials needed,

and cleans and processes donated upcycling materials to turn them into resourcesthat can be reused. In 2021, it reorganized its sales space and standardized its ma-

terial purchasing process, and divided the sales space into a “Material Intermediate
Zone” and a “Retained Material Zone” to increase the efficiency of material man-agement, allowing citizens to purchase materials more conveniently. The spacezoning according to the stage of material purchase was also newly introduced. In
the “Sample Zone”, customers can personally check the upcycling materials divided into 10 types, in the “Exhibition Zone” they can get ideas on how to use nec-

essary materials, and finally in the “Sales Zone”, they can conveniently purchasematerials.

⇨

Seoul Upcycling
Week Event

Economy & Industry

Dream Factory is a creative space where makers can produce various upcycling
prototypes using self-supplied upcycling materials. It consists of a woodworking

room, 3D printer zone, 2D printer zone, CNC zone, laser zone, photo zone, confer-

050 051

Upcycling Design
Exhibition⇨ence room, information desk, etc., and is equipped with 3D printers, 3D scanners,

vacuum forming machines, plotters, flatbed printers, CNC routers, laser cutters,
shredders, and injection machines. Although offline programs at Seoul Upcycling
Plaza were reduced due to COVID-19 in 2021, online content and programs that
promote the value of resource circulation and upcycling and actively encourage
the use of upcycling materials were continued.

From Capacity Building to Experience Sharing

Support the Upcycling Industry ③ Product Development andStart-up Support“Prototype Production Support Program: What’s up! Maker!” hosted by “Dream

Factory” is a project provides free prototyping support to help upcycling creators
turn their ideas into products. It helps individuals or companies who have excellent
ideas but have difficulty producing products to promote the upcycling industry

and resource circulation and recycling. In 2021, it supported 60 teams of prospective entrepreneurs, companies, and citizens with resource recycling ideas. Its sup-port included the entire prototype production process, from design of upcycling
products to exterior design and prototype production. During the 2021 Seoul Upcycling Festival, “Start Up Cycling”, a special lecture on upcycling start-up capaci-ty-building was held(September 4-5). The lecture was held at the Learning Centeron the 2nd floor of Seoul Upcycling Plaza and featured CEOs of upcycling start-

ups as lecturers who shared the preparation process, marketing, and operational

Upcycling-Themed Participatory Festival

Support the Upcycling Industry ④ Seoul Upcycling Week

know-how of upcycling start-ups with citizens preparing to start a business related

Seoul Upcycling Week is an upcycling-themed participatory festival that compa-

held for workers and prospective entrepreneurs in the upcycling industry. Korea

the title of “Seoul Upcycling Festival.” The 2021 Seoul Upcycling Festival was held

to upcycling and resource circulation. In 2022, “Upcycling Expert Training” wasEnvironmental Industry Association introduced upcycling support projects, andcompanies and organizations with specialized upcycling technology participatedto share knowledge, experience, and success stories in the use of upcycling materials, design, and product development.

nies and citizens can enjoy together. It has been held for six years since 2017 underin an indirect contact format for 3 days from September 3 to 5. The Festival, which
also celebrated the 4th anniversary of the opening of Seoul Upcycling Plaza (SUP),

featured the following events: an upcycling conference with the theme of “Shift toa Plastic-Free Society”, a pop-up store “SUPtore”, a special lecture on upcycling
start-up capacity-building, an upcycling exhibition “Seeing the SUP (meaning theEconomy & Industry

052 053

forest)”, workshops on food, clothing and shelter, and experiential programs, etc.

More than 20 companies, including SUP’s tenant companies, participated in theupcycling exhibition, and 19 contents were developed through corporate social
contribution collaboration. The 2022 Seoul Upcycling Week was held at Seoul

Upcycling Plaza for 5 days from September 1 to 6 under the theme of “Beautiful
Zero-Waste.” Programs such as exhibitions and forums on the theme of zero waste,

workshops and experiential programs for citizens to participate in, and networking

among tenant companies and private zero markets were held, and a total of 3,106
people visited the event in person. In particular, in 2022, the industrial support

aspect was strengthened by holding programs to connect corporate ESG manage-

ment and upcycling companies. A total of 50 companies participated in corporate
ESG networking and presented various contents.

Specialized Store for Upcycling Products

Support the Upcycling Industry ⑤ SUPer Market

SUP operates “SUPer Market”, a specialized store for upcycling products whichshowcases various domestic and foreign upcycling brands in one place. In addition
to selling products, it also has a zero-waste experience zone where people canenjoy a variety of upcycling culture. It consists of an experience zone, a sales zone,
a donation zone, an exhibition zone, and a self-packaging zone, and holds various
events, including monthly offline workshops, upcycling exhibitions, material dona-tion reward events, and experience programs. As of the end of 2022, SUPer Market
dealt with a total of 14 brands and 90 types of products.

⇨

SUPer Market

Society#DesignConsultant#Consulting#YoungDesigner#Job#COVID-19#WasteProblem#CycleStation#ImpactOfSeparation
AndDisposal#Single-Person
Household#HousingVulnerability#Residential
Environment#MaumGarden#Governance#ServiceDesign#UniversalDesign#Public
Space#CPTED

Maumpool#SensoryDevelopment#SeoulYouthCenter#Disability#Policy
Research#SocialRelationship#PsychologicalCounseling#Separation
AndDisposal#CrimePrevention#SeniorWelfareCenter#Haesodang#Counseling
Office#ResourceCirculation#DigitalOverdependence#Plant#WithCORONA#Elders#Social Issue-Responsive
Design#CareDesign#SeoulForest#Community
Issues#Public
Architecture#Aging#CivicEducation#InformationMap#Certification
System#SocialInnovation
Design#Pedestrian
Environment#SuperAgingSociety#AnsimHouse#Accessibilityofthe
MobilityDisadvantagedPeople#UniversalDesignIndustry#Consulting#CitizenParticipation
Program

Society

SocialProblem-Solving
Design056 057

Seoul Metropolitan Government (SMG) has adopted design as a key meansof transforming and developing the city to substantially improve the livesof citizens and allow them to experience actual changes, and is striving tosolve serious and urgent social problems such as crime, aging, dementia,
school violence, and stress. By designing specific services tailored to thelives of citizens in various situations, developing designs that meet social

needs in preparation for future changes, and innovating public services
through governance, it aims to increase social resilience and solve social
problems faced by citizens in their daily lives.

Citizen-Friendly Public Design Solving Social Problems

Seoul Design Consultant

Seoul Design Consultant is a citizen-friendly public design project that solves social

problems in Seoul and autonomous districts through design, and aims to strengthen the capacities of young designers participating in the project and foster themas public design experts. This project was first launched in 2013 with the conceptof “design that solves regional problems”, and since 2016, it has promoted design
consulting by matching design consultants and young designers with local tasks inconnection with SMG’s job policy and New Deal Job project. It has created synergy
by establishing a collaboration system among autonomous districts, public insti-

tutions, design experts, and young designers, and in 2021, it strengthened project
promotion by utilizing DDP’s UDP space infrastructure.

In 2021, under the theme of “Design for New Lifestyle: Design of a Better Life”, thefinal 12 tasks were selected through competition and screening from April 2 to 22.
In 2022, a new digital design field was established and operated, combining design

with recently spotlighted digital technologies such as Metaverse and NFT. In March
2022, Seoul Design Foundation (SDF) added the digital design field to the existing
public design field, recruited tasks from public institutions under the theme of“Redraw Seoul”, and selected 15 tasks. In 2023, reflecting the changing direction
and operation of the Seoul New Deal Job project and the purpose of this Design

Consultant project, it is planned to avoid implementing projects centered on theexisting Seoul New Deal Job project and to set the main goal as strengthening the
public nature of design.

 eoul Metropolitan
S
Government
Seoul Design
Foundation

12cases
2021

Implement Task

15cases2022

Society058 059

Safety Care Daycare Center Customized Environment Design Guidelines

Design Solutions for the Sustainable Society

S-Care Design

Social Issue-Responsive Design Project

S-Care Design project is being promoted with the purpose of realizing the publicSocial issue-responsive design project is a public design project that improves thezens in accordance with the keywords of SMG’s 2021 policy, “Local Economy, Post-on current and future social issues. In 2022, it found a solution to “solve the waste

value of universal design and contributing to improving the quality of life of citi-

quality of life of citizens by discovering and proactively responding to timely topics
problem in Seoul Forest Park”, which has become even more serious as the num-

COVID-19, and S-Quarantine.” As SMG decided to expand national and public day-care centers to strengthen the social safety net, it decided to expand and apply theber of park visitors increases along with the recovery of daily life after COVID-19.

“Seoul Safety Care Daycare Center Customized Environment Design Guidelines”“Cycle Station”, a device that induces proper waste separation, visualizes the dis-developed in 2020, to new daycare centers. SDF conducted a current condition

charge route of general waste and recyclable waste, and records participation

survey of 400 parents and 34 teachers at daycare centers in Seoul to apply thescores and the number of participants in waste separation to promote proper

Guidelines. Then, in cooperation with SMG Women & Family Policy Affairs Office, it

separation and disposal of waste. “Message Waste Bin” is a visual design on the

promoted the project to 25 autonomous districts in Seoul and applied the Guide-

top cover of the waste bin that shows the impact of the practice of separation anddisposal. It is designed as a module that can be installed in existing waste bins tolines to daycare centers that requested care design.

increase usability.

In addition, SDF produced prototypes of five design items (shoe disinfection modular shoe rack, Kinder Biopharm, entrance disinfection kit, playroom toy cushion,and emotional toilet partition) for Seoul safety care daycare centers. With the addition of three design items (teacher’s chair, children’s washstand, and baby bed)developed in 2019, a total of eight items have been on permanent display at UDP’s
UD Living Lab on the third floor of DDP Design Lab since November. During the 2021

DDP Design Fair, the care design project exhibition was held to publicize the results
and achievements.

In addition to deriving design solutions, SMG proposed an agreement between

S-Care Design inSeoul Forest Park and nearby small merchants to establish a resource circulation

Geumcheon-gu

Doksan Lotte Castle

ecosystem through cooperation with local merchants to provide benefits such as

Daycare: playroom

discounts and coupons to customers who use reusable cups or tumblers. In con-

toy cushion,emotional toilet

partition, and Kinder
Biopharm⇩

Cycle Station⇩nection with No Plastic Sunday, a recycling company that produces recycled plas-

tic products, a project was also attempted to share the effects of waste separationand disposal with citizens by planning to recycle collected plastic into a Seoul Forest picnic mat.

Society

060 061

Reduce Criminal Psychology through Design

Life Safety (Crime Prevention) Design

Life Safety (Crime Prevention) Design Project is a project that prevents the possibility of crime in advance by reducing criminal psychology through design. It⇨

Seoul Crime

Prevention Design
Guidelines

is applied to areas with poor life safety, such as single-person household areas,
multi-generational and multi-household areas, irregular or sloped alley areas, andone-room apartment areas, to relieve anxiety about crime and housing vulnerability and to create an urban environment where citizens can live in peace.

Since implementing the first pilot project in planned redevelopment areas inYeomni-dong, Mapo-gu in 2012, SMG has applied life safety (crime prevention) de-⇨

Maumpoolsigns to a total of 73 locations and developed designs for 20 types by 2022. In orderto improve the effectiveness of life safety (crime prevention) design, SMG estab-lished the “Crime Prevention Design TF” for the first time by creating a cooperation
system for crime prevention projects and activities that had been carried out sep-arately by public safety, administration, and design. The TF advanced its responsiveness by organically cooperating throughout the entire process, from projectsite selection to post-construction management.

The TF involved Seoul Metropolitan Autonomous Police Committee, Design Policy
Division, Seoul Metropolitan Police, and relevant autonomous districts and police

Restore Young Heart by Releasing Positive Energy

Youth Problem-Solving Design

stations. In addition to the TF, a “Life Safety Design Advisory Panel” was formed to

SMG has promoted design projects to solve various youth problems (misconduct,gy, crime prevention through environmental design (CPTED), general design, andthrough the analysis of youth culture and life behavior since 2014. It supports thestrengthen design expertise, consisting of experts in the fields of crime psycholo-architecture. It analyzed design project sites and reviewed each field. Over the past

10 years, life safety (crime prevention) design has applied for several patents andwon multiple design awards, and a Life Safety (Crime Prevention) Design Guide-lines has been developed to compile its results and disseminate crime prevention
solutions.

school violence, digital over-dependence, lack of physical activities, and more)

emotional care and self-expression of youth by fostering an environment where
they can reinforce positive energy during adolescence, which is an important timefor emotional development and to increase peer affection, self-esteem, self-identity, and community spirit.

In 2022, “Maumpool” a multi-sensory experience space with plants, was created at
two locations, Mullae Youth Center and Boramae Youth Center. It is a space to re-Life Safety (Crime Prevention) Design Application

73cases

vive the five senses and restore withered emotions through the process of touchingsoil, smelling nature, looking at the green forest, and growing and sharing plants.
It provides an environment to develop a balanced brain for teenagers who are exposed to intense visual and auditory stimulation due to digital overdependence.

The program was operated in cooperation with the center’s internet addiction

treatment center, local schools, environmental governance, and local counselingand welfare center for youth, and zero-waste shops and environmental arts experts advised on the environmental and artistic aspects of the program.

Society

062 063that guide the exercise method, proper exercise time and frequency, and exercise
effects so that seniors can easily understand and follow. And three cognitive healthtrails were established both inside and outside of the welfare center to encourage
physical activities.

SMG’s Cognitive Health Design

Main Prize Winner of the iF
Design Award
June 2022

Solve Psychological Problems Faced by Life Cycle and Situation

Stress-Free Design

Develop Design Reflecting the Physical Characteristics and Behaviors of the Elderly

Cognitive Health Design

Cognitive Health Design is a project that develops and applies designs that reflect
the physical characteristics and behaviors of the elderly to various types of spaces,such as residential facilities, public spaces, and facilities exclusively for the elder-

ly, where they live and use, in order to respond to social problems caused by theincrease in the number of elderly people with dementia due to rapid aging. SMG isdeveloping an AIC (Aging in Community) model that applies cognitive health design
starting in 2021. AIC is an elderly-friendly design concept that delays admission toelderly nursing homes and makes their neighborhood environment a better place

where they can age healthier. In 2021, 3,930 households in LH rental complexes
were designated as pilot districts for the development of Cognitive Health Design.

The 2022 project was conducted for Songpa Senior Welfare Center. Using the idle
space of the center, facilities were installed to care for the physical, emotional andsocial health of the elderly, and cognitive health leader programs were applied
to revitalize their physical activity. Related experts including spatial designers,

doctors, special sports experts, and social workers participated in the design
development process. The “Centenarian Garden”, which was built outside thewelfare center, where the elderly visit daily, had four kinds of exercise equipment⇧

Cognitive Health

Design in Songpa

Senior Welfare Center

Recognizing the seriousness of the problems caused by high stress and mentalpressure on individuals and society, SMG is promoting the “Stress-Free Design”

project, which examines and analyzes stress factors faced by citizens dependingon their life cycle and situation, and develops and applies designs for each type. As
Korea becomes a super-aging society and the need for stress management among
the elderly increases, Project 2021 utilized the idle space of senior welfare centers

frequently used by seniors in the community, to design “Haesodang(偕笑堂, mean-

ing the house where everyone laughs together)” to relieve stress among the elderly

and strengthen their social relationships. “Haesodang” consists of the following
elements: “Community Space”, which is designed to naturally look into each oth-er’s eyes and stimulate social communication; “Free Table”, which can be used in avariety of ways; “Strong Mind Counseling Office”, a counseling space where people

can have a conversation with a comfortable and stable status; and “Mind Sharing
Conversation Booth” where people can focus on their conversations without any
distractions.

In 2022, it developed a design for a counseling space and counseling service that is
the intersection between psychological quarantine and stress relief. In responseto the increase in stress-related illnesses and the demand for psychological coun-

seling due to the prolonged COVID-19, it applied stress-relieving elements basedon environmental psychology such as lighting, color, material, scent, sound, andSociety

064 065

Public Problems Solved through Participation

Design Governance Operation

Design governance is a project in which various entities participate in solving pub-lic problems through design. Citizens propose project topics, and the topics to be
implemented are selected through expert review and citizen voting. Projects are
implemented in three types: citizen proposal type, corporate collaboration type,and university collaboration type.

In 2021, a total of 5 service designs were developed and 3 design expansion projects were conducted in connection with related departments. In connection witha program to alleviate depression and strengthen cognition in the elderly, “Digital
Experience Design” was developed to comfort the elderly who feel depressed due
to physical restrictions during the prolonged COVID-19 pandemic period. It is theexperience design that realized places senior citizens had dreamed of visiting with
VR (Virtual Reality) technology. “Alaju-gae” (meaning “Let’s learn about dogs”)
Digital Experience

Design: Wish Travel –Looking Back⇩

props, and created design standards from an integrated perspective by branding

the space as “Maum Garden” rather than just environmental maintenance. The at-

tic-like counseling space with a gabled roof has a small garden on the outside, andthe positions of counselor and client are properly arranged to ensure the psycho-

logical stability of the client. To improve the situation where most windows do not
function as ventilation windows but as scenic windows, the project installed vir-tual reality type “media windows” and played “nature-themed media meditation”

content that is effective in reducing stress to create a healing space that combines
video, sound, and lighting.

⇧

Haesodangand “Hamkeha-gae” (meaning “Let’s be with dogs”), which establish a proper pet
culture including mutual respect between pet owners and non-pet owners, areservice designs that resolve conflicts by understanding the body language of dogs

Society

066 067

and encourage the considerate cooperation from non-pet owners. In addition, Ho-times with the world’s leading experts, and explores the future direction of design

abused children.

With the opening of the 2021 forum, Seoul Design International Forum launcheddevelopment.

Ya-To-To dolls and (fabric) picture books were produced to help heal the hearts ofan online platform (www.sdif.org) to constantly form Seoul design discourse. The

In 2022, about 200 people, including citizens from various fields, design students,

online platform includes forum content, presentation materials, articles of speak-and corporate executives, participated in design governance and developed atotal of 6 social problem-solving designs. “Smarter Park Path Finding”, a service

ers, and interview content, as well as displays over 120 content items consisting

design that encourages better use of parks, informs citizens about park etiquette,of design projects in eight areas and other various cases such as safety/comfort,

and provides customized information about parks. “Precious Choices and Mem-

human rights/education, health/well-being, transportation/freight, living environ-ories”, a service design that helps people prepare for a dignified death at the endof their lives, consists of “Precious Choices”, a guide package to help people write
an advance directive for life-sustaining treatment, and “Precious Memories”, conversation cards to support people to think about the meaning of living and dying

with dignity, and so on. As in 2021, a child abuse prevention campaign was carriedout with 12 public-private-academic volunteer organizations, and 500 sets ofheart-healing design kits for abused children were produced with volunteers anddistributed to child abuse officials from 25 autonomous districts in Seoul, 11 childprotection agencies, and 5 shelters.

The Seoul Design Governance project is conducted through the Design Seoul website. The entire design process, from topic selection to completion, is posted on

the website so that citizens can suggest their opinions and check the progress. The
results of the Design Governance project are shared through the “Design Talk Talk
Show.”

Generate Innovative Design Discourse Solving Social Problems

Seoul Design International Forum (SDIF)

SMG is holding the Seoul Design International Forum (SDIF), which generates inno-

vative design discourse that solves social problems and explores the value of Seoul
design. From 2020, the events that were held separately as “Seoul Universal Design
International Seminar” and “Seoul International Social Problem Solving Design In-

ternational Forum” have been integrated into “Seoul Design International Forum”
and continue to this day. Through this forum, SMG presents its efforts, values, andachievements as a leading city in the field of social problem-solving design anduniversal design, shares cases of innovative design that reflect the needs of thement, social welfare, disaster response, and service/innovation. The Seoul Design2022 Seoul Design

International Forum⇩

International Forum was broadcast live on the official website of the Seoul Design

International Forum and on SMG’s YouTube for everyone to view, and these videos
can be replayed at any time on the same website and YouTube.

Number of Seoul Design
International Forum Pre-registrants

1,435people
2021

1,874people2022

Society

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response to social changes such as the increasing social awareness of
Universal Inrespecting
the socially disadvantaged, the aging population, and the increaseoftheforeign resident population, SMG has initiatively adopted
DesignUniversal Design (UD), and reflected it in its policies to create a city that(UD)
is safe and convenient to live in without discrimination based on age,gender, disability, or nationality for the past 10 years. In 2021 and 2022,

universal design, which had been applied to individual projects, was extended to the entire society as well as city administration, and related

policies were also implemented in an integrated manner. In addition, the“UD Lifestyle Platform”, a space where citizens can directly see and experience universal design, was created on the third floor of the DDP Design
Lab, and the “Seoul Universal Design Award (SUDA)” has been conductedto discover outstanding examples of universal design in the public andprivate sectors since 2021.

Develop Design Model for Everyone

Universal Design in Public Space

Recognizing the importance of applying Universal Design (UD) to public spaces⇧

7 public spaces and 3 public architectures from 2015 to 2022. In order to develop

Information

used by the majority of citizens, SMG has been conducting a project to apply UD tooutstanding UD models for each type of public space and public architecture, it

is expanding the development type to “pedestrian space” in 2021 and “park andsquare” in 2022. The pedestrian roads around the ground part of Jamsil Station(-subway lines 2 and 8), were reformed so that all citizens can use them easily andconveniently. Information signs were installed at the entrance of the pedestrianroad to help users easily check the status of the route, and two-wheeled vehicle

parking lots and two-wheeled vehicle prevention barriers were established to protect pedestrians from them. Street lights were installed to provide a safe and com-

fortable walking environment at night, and plants were arranged to prevent blind
spots in addition to smoking prevention facilities.

In 2022, universal design was applied to the Seoul Metropolitan Government site
within the Olympic Park in Songpa-gu. Based on the cooperation of the Seoul
Baekje Museum and the Korea Sports Promotion Foundation, an information guidance system and convenience facility design were developed to enable easy and(Left) Olympic

Park Wayfinding(Right) Olympic Park
Exit and Direction
Information

safe route finding in the park. The design cases developed and applied through thisproject were compiled and published into the “Pedestrian Cognitive Wayfinding

System Universal Design Guide Book” to be used in the application of the UD infor-

mation guide system. The guide book contains detailed plans for applying the UD
information guide system, including the spatial information classification system

and installation method and location. A pedestrian guide map was also developed
to assist visitors in using the park. The guide map indicates spatial information,

convenience and transportation facility information, and walking difficulty, andwas also developed in a tactile format to improve park accessibility for visually impaired citizens. Completed guide maps are distributed in major hub places.

Public Space Universal Design Application(2015-2022)

7

Public Spaces

3

Public Architectures

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070 071

Spread SMG’s Universal Design Application

Guideline Development

As the “Seoul Metropolitan Government Framework Ordinance on the Creationof Universal Design Cities” was revised in 2021 and the application of UD became
mandatory, SMG is implementing the main instructions of “Seoul Universal Design

Guidelines” developed and distributed in 2017 and optimizing them for the online
environment and providing them as a web service. In order to present a direction

for welfare facility design from a user-friendly perspective, 24 types of universal
design guidelines for welfare facilities were developed from 2011 to 2013. Then,for three years from 2019 to 2021, six types of welfare facility and building laws
and regulations were updated and enacted each year, and the guidelines wereadvanced to meet the needs of welfare facility users and managers. Currently,

18 types of guidelines have been revised, and another 6 types of guidelines areplanned to be revised in 2023.

In addition, SMG classifies space types of citizen convenience spaces, and develops
and applies a univeral design that can be generally used by each type. After applying the universal design for public restrooms in 2020, the universal design for child-care convenience space was developed and designed and constructed in three
new childcare shelters established by SMG and autonomous districts. The project
investigated the current status and user demand for each target site, and developed UD in collaboration with the village architect according to the planning di-rection derived from the user workshop. The application cases of universal design⇧

design are all compiled and published and distributed as the “Citizen Convenience

Facility Experiencefor citizen convenience spaces and the basic principles and guidelines of universal
Space Universal Design Guidelines.”

Commentary

Materials after School

Learn Universal Design with Teaching Tools

Character and Creativity Education at Elementary Schools

Character and creativity education through universal design is an educational program that allows students to directly experience various disabilities in their lives,
learn how to understand and consider differences such as aging or disability, andbuild consensus on the need for universal design. Since September 2017, in cooperation with SMG and the Office of Education, it has been included in “Creative Experience Activities”, a regular educational curriculum voluntarily operated by each el-ementary school. In 2021, UD classrooms were operated in 19 elementary schools
in Seoul for 2,301 elementary school students. SMG is developing and distributing

various teaching tools that teachers can use in educational settings to provide
systematic universal design education. From 2019 to 2020, “Universal Design Textbook” and “Teacher Education Guidelines” were developed, and in 2021, “Universal

Design Teaching Materials and Online Content” were developed and actually usedin classrooms.

Society

072 073⇦

Universal Design
Furniture for the
Elderly

Spread Basic Principles of UD furniture

Develop Universal Design Preparing for a Super-aging Society

In preparation for a super-aging society, SMG developed UD furniture that reflects

the physical and mental characteristics of users to create an independent and safe
living environment for senior citizens. Two types of universal design furniture (bed,sofa) were designed and applied to Seniors’ Supportive Housing in Gangdong-gu

and Dongdaemun-gu and 2 Ansim Houses in Nowon-gu and Songpa-gu. Examplesof UD furniture for the elderly are being published in the “Universal Design Furniture for the Elderly Guidebook.” The guidebook contains an introduction to the ba-

sic principles of UD furniture, the characteristics of furniture users, and the detailed
design of beds and couches, as well as features that can be generally applied to thedesign of furniture for the elderly.

UD Space Where People Experience and Practice

Universal Design Center

Seoul Universal Design Center is a dedicated organization to spread and imple-

ment Seoul’s Universal Design (UD). It was established in June 2020 and its mainfunctions are external cooperation by building a network of UD-related organiza-

tions, institutions, academia, and companies; system improvement through UD
policy research; consulting and monitoring support for public sector UD application; establishment of a certification system to promote the UD industry; and education and promotion for citizens.

Universal Design Center has been carrying out a project to build UD information on
facilities and spaces owned by the SMG to ensure the right of independent move-

ment of vulnerable pedestrians. In order to collect data on city-owned facilities,
field investigators were recruited and trained, and then they surveyed and collect-ed pedestrian information, such as the effective width, slope, and material of thepedestrian path for each section from the nearby public transportation entrance
to the entrance of the target public facility, as well as facility interior information,such as the presence of wheelchair-accessible restroom or a children’s lounge. In
2021, as part of the second phase of the universal design integrated information
construction project, a total of 174 locations were selected among the multi-use
facilities owned by SMG, and images of the facility information were established.

Society

074 075

Visual information was presented in a simple design using standard pictograms

Universal Design Center established the “Seoul Universal Design Virtual Experience

wheelchair route, information desk location, and facility entrance photos were pro-

UD policies in order to raise awareness of UD, and provide indirect UD educational

and a unified internal architectural expression method. Information such as theHall” in 2022 as an immersive educational and cultural content that reflects major
content required due to the prolonged COVID-19. The Virtual Experience Hall is a

vided, and Smart Seoul Map (S-map) color classification standards were applied tospace that builds a virtual environment in an online space and provides experiences

express each space type by color.

of spaces and products using 3D models, videos, and images. It allows users to ac-

The facility status data analyzed from a universal design perspective was embodied as a digital map in the “Smart Seoul Map”, and the “Accessibility Information

Map for the Mobility Disadvantaged Persons” was provided to citizens via web andmobile from September 30, 2021.

Based on “Accessibility Information Map for the Mobility Disadvantaged Persons”,

Maryeong-myeon

cess its content without time and space restrictions, and to understand and experi-

Rural Center

Gwacheon Xi_Grand⇩⇩

Revitalization Project‘O’ park

ence UD concepts. In addition, SMG has established and operated the Seoul Univer-

sal Design Awards (SUDA) since 2021 to enhance the status of “Universal Design City,
Seoul”, promote related industries, and strengthen the cultural base.

Society

076 077

Share the Value of Design for All

UD Lifestyle Platform

Seoul Design Foundation has been promoting the “UD Lifestyle Platform” (UDP)
creation project since 2019 to expand the universal design (UD) industry andopened it in September 2020. UDP is a design platform where design research,development, and dissemination take place under the value of “Design for All.” It
introduces various UD products and services in real life to spread awareness of UD
and support the development of the UD design industry. It operates a permanent

exhibition space where people can obtain and experience information about UD

products, services, and technologies, as well as citizen participation programs
such as seminars, book talks, and design workshops so that any citizen can easily
understand Universal Design.

In 2022, adding a smart lifestyle to the value of universal design, the UD Lifestyle
Platform was newly renovated from an exhibition space where universal design

can be easily understood and experienced to a space that captures various design

perspectives for a shared future. With the theme of “Opportunities for Everyone”,
it is composed of “Design Showroom_UD Home”, where visitors can find universal
design in individual home and “Design Showroom_UD City”, where they can experience universal design in urban life to exclude no one.

2021 UD LifestyleAward Poster⇨

City & Environment#PublicDesign#SeoulGoodPublic
Design#CertificationSystem#PublicFacility#SeoulDesignClinic#PublicDesign
PromotionCouncil#SocialIssueResponsiveDesign#PublicFacility#SignageStandardDesign#SubwayStationCanopy#SeoulPublicDesignAward#SafetyDesign#Infection
ControlDesign#InfectionControl
Pictogram#SafetyColor

COVID-19#IndustrialSite
SafetyDesign#SafetyPictogram#CreatingFun
PublicSpacesinSeoulProject#TheCloud#Citizen
RestArea#HealingFacility#WatersideComplex
CulturalSpace#SoulDropBench#Development
Project#WE_UP_Project#DesignStartup#PublicArt#PolicyFoundation
Creation#SeoulisMuseum#PublicArt
Conference#ArchivePlatform
PublicArtFestival#UniversityCooperative
PublicArtProject#SafetySign
ApplicationGuideline#Waterside
SentimentalCity#ArchivingProject#nodeultopia#UniversityCooperative#PublicArtCitizensExcavation
TeamProject#DockingSeoul#PublicArtEmbodimentofCitizenIdeas

City & Environment

PublicDesign080 081

Seoul Metropolitan Government (SMG) systematically manages public de-

Number of Seoul Good Public Design
Certified Products

sign of public spaces, public facilities, and public visual images to improve
citizens’ convenient lives and improve the cityscape, and carries out various

1,423

projects to promote public design. The “Public Design Promotion Committee” was established to deliberate and advise on the improvement of public design-related policies and systems, and the implementation of publicdesign projects. In addition, “Seoul Public Design Experts” was formed tocooperate in the execution of public design projects. The existing “Urban

Establish an Efficient Public Design Management System

Design Guidelines 3.0” were revised and “Seoul Public Design Guidelines

Public Design Guideline

2020” was published in 2020, and the “Seoul Public Design Checklist 2021”
was developed in 2021 to improve the quality of public design and the effi-

SMG developed “Seoul Public Design Checklist 2021” to present the principles andto the private sector and strengthen the base of the design industry.

management system. It suggests instructions on a total of 97 items, including

ciency of work. SMG also conducts projects to extend public design policies

standards of public design in Seoul and to establish a more efficient public designroads, parks, bus stops, and facility information signs, in four areas: public space,public facilities, public visual media, and public design projects. The installation
instructions for each are illustrated in a single image to make it easier to grasp the

From Design Certification to Consulting for Non-Certified Companies

Seoul Good Public Design Certification

To revitalize public design and expand its base, SMG selects good design products

guidelines, which are difficult to understand through text alone. These images
help people immediately confirm the design direction, content, and quantitative

 eoul Metropolitan
S
Government
Seoul Design
Foundation

figures of each facility, and illustrations of the urban structure where the facilities

are located also make it possible to understand the urban context, including thelocation, purpose, and function of public facilities, at a glance. SMG plans to devel-

and certifies them as “Seoul Good Public Design.” The certification targets are 20

op additional educational materials and programs to make the Seoul Public Design

types of public facility products that follow the “Seoul Public Design Guidelines”.

Checklist even more useful. The Seoul Public Design Checklist has been distributed

SMG examines their prototypes that have been released or are planned to be re-as a booklet to related organizations and autonomous districts, and its e-book isleased to the market. Evaluation criteria include consistency with the “Seoul Publicpresented on the SMG website for everyone to use.

Design Guidelines” and certification system guidelines, functionality, affordability,
environmental friendliness, and creativity, etc. Among products whose certification has expired or is scheduled to expire, products that have actually been installed in Seoul can apply for an additional re-certification process.

Through the Seoul Good Public Design Certification Project, a total of 1,423 products have been certified as Seoul Good Public Design for the past 15 years and<Plastic vaccine>

published in the Seoul Good Public Design booklet every year and promoted to

Plaza (DDP)

are being used in Seoul’s public projects. Certified products are archived andautonomous districts, related organizations, etc. And SMG also operates the “Seoul
Design Clinic” for companies that have failed to be certified. The purpose of theclinic is to improve the design development capabilities of small manufacturers

and encourage the development of good public facilities through expert diagnosis
and prescription for products that failed the certification.

installed at

Dongdaemun Design⇨

City & Environment

082 083

Establish Design Standard for Public Facilities

Discovery and Development of Public Facilities Standard Type
DesignSMG develops and disseminates standard designs that can be consistently applied
to public facilities in Seoul in order to establish design standards for public facilities

closely related to citizens’ lives and to improve the quality of urban design in Seoul.

In 2021, the existing Private Signage Design was reorganized in accordance with the
installation and management guidelines and revised laws, and a new design for a

special tourism zone was developed by supplementing the basic type. In addition,
SMG modified the existing environmental and visual guidelines for the subway anddeveloped a standard design manual to suit the current subway environment.

In 2022, problems with the subway station entrance canopy design developed in2010 were improved and modified. Since 2007, SMG has held the “Seoul Public
Design Award” to collect creative ideas from citizens to make Seoul’s urban space
more vibrant and pleasant.

⇦⇧Standard Design

Guideline Poster

2021 Signage

Development

Infection Control

Design Turning Anxiety into Relief

Safety Design“Infection Control Design” project encouraged citizens to take voluntary personal
quarantine and prevent infection by relieving anxiety about infectious diseases

and raising awareness, eventually aiming to improve daily crisis response capabil-ities. The “prohibition-focused” guidance in the early days of COVID-19 has causedvague anxiety about infectious diseases and fatigue with quarantine. Therefore,

SMG developed and applied a standard infection control design that integrates

and intuitively conveys mixed information related to infectious diseases. SMG also
developed 15 types of “Seoul infection control pictograms” for citizens to easily
recognize essential information for daily quarantine.

In 2022, SMG developed the “Seoul Standard Type Safety Design” so that all workers can immediately recognize safety information. “Seoul Standard Type Safety

Design” consists of “safety colors” that can be distinguished even by those withcolor vision deficiencies, “safety pictograms” necessary for the industrial environment, safety sign application guidelines, and emergency action plans for the safetyof field workers.

City & Environment

084 085

Bring Fun and Energy to Everyday LifeFUN Design Project

SMG is promoting “FUN Design Project”, which provides fun and energy to citizens’

daily lives by applying fun designs to public spaces. In 2021, in response to the“with Corona” era, “public facilities that enable natural distancing” were developed. “The Cloud”, shade structures, that make people feel like lying under white

puffy clouds, are installed at 3m intervals to provide them with an opportunity torevitalize and recharge the daily lives of citizens who are exhausted due to the pro-longed COVID-19 pandemic. In 2022, the “Soul Drops” bench was developed, which

spatially reinterprets the variable and flexible form of water drops. In addition, thebasic design and detailed design were conducted to transform the Jeongneungcheon Stream covered public parking lot area into a waterside complex cultural

space. This project aims to respond to the increasing outdoor activities of citizens(Left) 2021 The Cloud

front sentimental city” by applying an interesting design to the Jeongneungcheon

Drops Benchdue to the gradual recovery of their daily lives, and to realize a “Seoul-type waterwaterfront space.

Installation(Right) 2022 Soul
Installation⇩⇧

Detailed Design
Image forJeongneungcheon
Stream Covered

Public Parking Lot

Design Startup Development Project

WE UP Project

SMG’s “WE UP Project (Design Startup Development Project)” is a project that

discovers promising startups and supports them in the design development andimplementation process to grow into design specialist companies. Every year,

startups are selected through an idea competition and develop their design as apublic-private collaborative design project. In addition, through one-on-one con-sulting and mentoring by experts appointed by SMG, startups are able to develop
decision-making skills and gain field experience necessary for their business. SMG

also provides special lectures necessary for design development and business
management, such as taxation, accounting, big data, branding, marketing, andintellectual property rights, to help startups accumulate diverse experiences andgrow into design specialist companies.

City & Environment

086 087

Since 2016, SMG has been promoting the public art project “Seoul is Muse-

PublicArt

Lead the Present and Future of Public Art

Create Policy Foundationum” to transform Seoul into a prestigious city of culture and art throughartistic imagination. With the concept of “turning the entire city of Seoul

into an art museum”, public art works are installed in urban spaces to ex-pand opportunities for citizens to enjoy culture and art in their daily lives,
and through a participatory project in which citizens directly suggest

their ideas and embody them in artworks, the city is transformed into a
cultural space that everyone can appreciate. In addition, SMG establishedthe “Seoul is Museum 2.0 Master Plan” to set a mid to long-term vision
for public art in Seoul, advanced related policies, and developed themthrough archives and conferences.

Seoul Metropolitan Archives“Seoul is Museum” Collection

SMG holds “Seoul is Museum”, a public art conference where various entities, including experts and citizens, participate to build consensus on public art policy

and explore the development direction of public art in Seoul based on discourseon the present and future of public art. It is held every year by selecting a timely

theme, and the theme of the 6th conference in 2021 was “Expanding public – digitalera, new paradigm of contemporary public art.”

The 7th “Seoul is Museum” public art conference in 2022 was held under the themeof “Accessed by Art, Media for a Public” on October 20 at the conference room of
the Seosomun Building of Seoul City Hall. As society has been rapidly reorganized

to operate mainly online and indirectly after COVID-19, and as the methods ofproducing and enjoying art are also changing, experts in each field discussed how
Reliable Management System for Public Artworks and Building’s Artworks

Maintenance of Public Artworks

SMG has been inspecting, maintaining, and managing the condition of public art-

works and building’s artworks so that citizens can safely enjoy public art. SMG, itsaffiliated organizations, and autonomous districts conduct regular inspections ofpublic artworks and building’s artworks once a year and take actions according to
the inspection results. SMG’s public artworks consist of statues, monuments, andother sculptures, of which 51 sculptures, including the Cheonggyecheon sculpture“Spring”, are under intensive management and exclusively managed by the SMG’s

Design Policy Bureau. SMG prepares for safety accidents by subscribing to thepermanent works compensation deduction for city-owned artworks, and has es-

tablished and utilized the “Public Artwork Management System” for more efficientmanagement.

tual spaces beyond physical places, and how the sustainability of Seoul’s public art
can be secured. Videos of the previous “Seoul is Museum” public art conferences
can be watched on the SMG’s YouTube channel (youtube.com/seoullive).

SMG is conducting “Seoul is Museum” documentation project in order to systemat-

ically record, preserve, and share the process and results of the “Seoul is Museum”
project, which has been carried out since 2016, and use it as a reference for establishing future public art policies in Seoul. SMG published the 2020 “Seoul is Museum” Accomplishment Summary (2016-2019), and opened the “Seoul is Museum”

collection page on “Seoul Metropolitan Archives”, the SMG’s official digital archive

channel. It also opened “Seoul is Museum” blog on Naver to increase accessibility
for citizens, and the “Seoul is Museum” online archive platform with a data classification system, data search function, and event function suitable for public art

in 2021. In 2022, another accomplishment summary was published, compiling the“Seoul is Museum” project promoted from 2020 to 2022. It was published and dis-Public Artworks Managed by SMG(as of 11. 30. 2022.)

4,541

Public Artworks

298

public art can expand citizens’ accessibility and communication possibilities in vir-

Building’s Artworks

4,243

tributed as both a booklet and e-book.

City & Environment

On-site Participatory Public Art Festival, where Artists and Citizens Accomplish Art-

works Together

Citizen Participation Project

088 089

Nodeultopia
Exhibition⇨

The “Seoul Art Museum” public art festival is an on-site participatory public art
festival, where artists and citizens accomplish artworks together in open spacesin the downtown area with a brilliant theme every year since 2017. In collaboration

with planners specializing in public art, SMG plans and operates the festival every

year by discovering contemporary issues or linking them to SMG’s policy projects.
Through this festival, new artists can seize the opportunity to realize their works,
and citizens can appreciate the benefits of enjoying and participating in public art.

In 2021, an indirect public art festival, titled “nodeul.breeze” was held from Octo-

ber 5 to November 30. A total of 9 works and programs under the theme of “Public
Art with Wind and Nature of Nodeulseom Island” were implemented in the mobile

AR platform, and an on-site exhibition was held for 3 days from October 15 to 17
at the Nodeul Madang (a grass plaza) on Nodeulseom Island. The 2022 Public Art
Festival was held on Nodeulseom Island for three days from October 7 to 9 as a

festival to enjoy relaxation, camping, and art as a whole, based on the history of

kizigroup (Lee

“Nodeultopia”, a compound word for Nodeul and Utopia, and it offered an oppor-

Device>, 2022

Nodeulseom Island, which used to be a citizen resort. The title of the festival wastunity to experience the charm of diverse public art on Nodeulseom Island, where
nature, humans, and art coexist.

“Seoul is Museum” also included University Cooperative Public Art Project, inwhich university students practically plan and implement public art on their own,
linking Seoul’s public art policy with the educational field. It provides an opportu-

nity for students to communicate with local residents through art and grow into
future public art experts, as well as revitalizes the urban environment with theircreative ideas.

Moreover, SMG operates “Public Art Citizens Excavation Team” to discover, share,

and communicate public art with citizens. The citizens excavation team finds
and appreciates public artworks in Seoul, produces content to introduce theseworks, and shares them with citizens. The 2021 Public Art Citizens Excavation

Team discovered about 30 works through team activities in four areas, including
Hongjecheon, Noksapyeong Station, Nodeulseom and Yeouido, Dorimcheon, andGwancheon-ro, under the theme of “Sharing and Communicating Public Art.”Ji Hong, Park So

Hyeon), <Sensory⇨

City & Environment

Public Art Enjoyment Program Focused on Participation

Public Artworks Installation

Ui Sinseol Line is Seoul’s first Light Rapid Transit that opened in September 2017and operates a total of 13 stations from Sinseol-dong Station to Bukhansan Ui Station. Ui Sinseol Arts & Culture Platform (Ui Art Line) was a project to display culturaland artistic content instead of commercial advertisements at 13 stations of the Ui
Sinseol Line. It began with the opening of the Line and ended with the exhibition<Happy Together> in 2021.

Seoul Art Station is a project that displays cultural and artistic content on adver-

tising boards in transportation facilities within Seoul. It supports the activities ofartists and provides opportunities for citizens to enjoy culture and arts in their
daily lives. The project started in 2016 with an exhibition of domestic artists recommended by art museums in Seoul through 78 taxi stand advertising boards, fol-

090 091

lowed by International Typography Biennale exhibition in 2017 and bus stop exhi-

bitions along the Ui Sinseol Line in connection with the line’s opening. Since 2018,“Seoul Art Station” had been operated in conjunction with the “Ui Sinseol Arts &Culture Platform” project. However, as Ui project was discontinued in August 2021,

it was restarted as the “Seoul Art Station” project. It is an open exhibition platformusing bus stops as a medium for Seoul, which pioneers the unique cultural andartistic communication that can only be encountered in Seoul. <Together, We>,the 2021 Seoul Art Station exhibition, contained a message of hope to overcome

the difficult times due to COVID-19 together with our neighbors and move towarda happy and bright future, and the 2022 Seoul Art Station collected and displayed
memorable moments while traveling through Seoul’s past, present, and future.

SMG opened the public art platform <Docking Seoul> in October 2022 through the“Regional Public Art Project”, which transforms places discovered through an open

City & Environment

competition into public art attractions. <Docking Seoul>, the closed lamp at theold Seoul Station, which had been abandoned for 20 years, was transformed intoa public art site. It was created in connection with the Seoul Station area revital-

ization project ranging from Malli-dong and Seoullo 7017 to the old Seoul Station.
2022 Embodiment of Public Artworks at Regional Level project was carried out

with the theme of Seoul Forest. Public artworks that capture the spatial significa-tion of Seoul Forest as a representative ecological park in Seoul, and depict theimportance of carbon neutrality for a sustainable future were selected through aninternational nomination competition.

SMG is also implementing “Public Art Embodiment of Citizen Ideas” project, which
installs public artworks based on citizens’ ideas. It is a process-oriented public

art project that discovers new charms of places, and plans and installs artworks
through collaboration between citizens and art experts.

092 093

Culture

094

Culture#FirstClassPublicArtGallery#ZahaHadidArchitects#TheFutureNow#RefikAnadol#Pandemic#SetTheory#DDP,FashionandYou#DesignDulegil#DDPKids’WorldinMay!
#DDP
OutdoorExhibition#TELEVISION#DDP×MusicEpisode#DDPDesignPlayground#SpectrumofSeating#DDPFarmersMarket#Eco-Friendly#DDPForum#Design
Exhibition#MediaFacade#MediaArt#DDPOnlineClass#DDPDesignCinema#GalleryMun#DulegilGallery/DesignGallery#DDPOpenCurating#SeoulLight#WomenInDesign#LightFestival#D-Soop#DDPGoods#DongdaemunFashionItem#DDP
ArchitectureTour#DesignLab#ESG#MakingArchitecturalModel#SeoulDesignAward#HCDA#DDPTour#TourDesk#HumanCityDesignAward#University
StudentsDesignWorkshop

Culture

Exhibition

096 097

In 2020, Seoul Design Foundation (SDF) registered DDP Museum as a first-

which have emerged in the pandemic situation, highlighted the challenges andin the design field. Accordingly, DDP Museum established its identity as

daily life, and suggested the future direction of design.

class public art museum under Seoul’s registered art museum, the firstefforts of designers and the role of design in overcoming this crisis and restoringa museum that introduces contemporary design by selecting exhibition

In 2022, it proposed the direction of future design in response to the era of crisis

themes that reflect the latest trends and holding its own special exhi-

through new attempts to shift the paradigm of the exhibition space and communi-

bitions. DDP Open Curating and collaborative exhibitions with promi-

cation with visitors. By expanding future-oriented design convergence content innent domestic and foreign institutions were also expanded to ensureaccordance with the changing times, DDP has been able to enhance its status as ahigh-quality content in keeping with DDP’s expertise as a public art muse-center for the dissemination and exchange of global design.

um and its overseas reputation. Due to the COVID-19 pandemic, indirect

online exhibitions were also operated in parallel. In 2022, an exhibition
operation strategy was established for each DDP space in accordancewith the “Seoul Vision 2030” and “DDP 2.0” promotion strategies. This

year, DDP has tried to provide opportunities for citizens to enjoy design
more actively and casually, through exhibitions that restore DDP’s public

Introduce Remarkable Contemporary Design & Its Trends

identity by expanding content that combines future-oriented art, tech-

Permanent Exhibition

nology, and design, and introduce leading domestic design companies,

In 2021, DDP has planned and implemented permanent exhibitions of its collec-

designers, and design trends.

tions in various spaces of DDP. Oriental and Western furniture were selected fromthe design furniture owned by DDP and placed in two exhibition halls on the firstfloor of the Design Lab, for citizens to experience. From October 17, 2022, the “Pat“Future”, “Daily Life” and “Women”

Special Exhibition

The special exhibition <Women in Design: For a Better Daily Life> commemorat-

ent Motorwagen” collection was displayed in the 4th floor lobby of DDP Museum.

The “Design Exhibition Series” is held to develop remarkable contemporary design

 eoul Metropolitan
S
Government
Seoul Design
Foundationand designer content and to introduce design trends. A pilot exhibition on graphic
design was held in December 2021, and three exhibitions on furniture (chairs), fash-

ing the opening of the DDP Museum was held online from March 31, 2021, due toion, and typography were held in 2022.

COVID-19. As a result of pursuing collaboration with overseas organizations in or-

der to hold a global design exhibition with the keywords “Future” after “Daily Life”

and “Women”, SDF succeeded in signing a business agreement with Zaha Hadid
Architects, UK and Refik Anadol Studio, US. Therefore, Memory of Zaha, an exhibi-tion commemorating Zaha Hadid’s innovative working methods and Zaha herself⇨

The first special exhibition of 2022, <Meta-Horizons The Future Now>, an exhibition

Collections

was held in 2021 in collaboration with Refik Anadol, general director of Seoul Light.
focusing on innovation in design using digital technology, was a collaborative project

between Zaha Hadid Architecture (ZHA), Refik Anadol Studio (RAS), and SDF, andwas held at DDP Museum (currently Exhibition Hall 2) from May 26 to September 18.

The second special exhibition, <Pandemic × Design + Future> - Design in Response
to a Changing World, was held at DDP Exhibition Hall 2 from November 15 to Feb-

ruary 12, 2023. This exhibition identified changes in lifestyles and their meanings,

2022 Permanent

Exhibition of DDPCulture

098 099

As the first “Design Exhibition Series” of 2022, the <Spectrum of Seating> exhibi-tion with the theme of “Furniture” was held at Design Gallery on the first floor of
DDP Design Lab from September 2 to October 2. Three domestic designers participated as curators and presented the infinite world of chairs.

The exhibition <DDP, Fashion and You> with the theme of “Fashion” was held from

October 7 to December 4 in the Design Gallery on the first floor of Design Lab. And
the <Jin Dallae & Park Woohyuk: Cosmos> exhibition with the theme of “Typography” was an exhibition that presented the graphic works of Jin Dallae & Park Woohyuk, which questioned the essence of typography and proposed a new principle.

Platform for Communication and Relationships among Design Experts

DDP Collaboration Exhibition

SDF conducts original and experimental collaborative exhibitions based on cooperation with various organizations to establish DDP as a platform for communication and relationships among design experts and provide diverse cultural experiences for citizens.

Starting in 2021, SDF sought to expand internal and external collaborative exhibi-

tions to collect content that matches the expertise of public art museums and theglobal reputation of DDP. In March 2021, the “DDP External Collaborative Exhibition
Organization Competition” was held to provide citizens with the opportunity toenjoy various exhibition content such as design, architecture, fashion, and art thatreflect DDP’s vision and values based on publicness free of charge.

In 2022, the “Domestic and Foreign Collaborative Exchange Exhibition Competition” was held from April 18 to May 1 to create original and experimental exhibition content through collaboration with domestic and foreign institutions, suchas design-related institutions, organizations, and universities. SDF signed joint

exhibition agreements with four organizations that had held collaborative exhibi-

tions in 2021, providing opportunities for continued collaboration in the future. In

addition, by holding collaborative exhibitions that explore contemporary design
issues in depth through exchanges with numerous embassies, art museums, aca-

demic societies, associations, universities, design companies, etc., SDF has beenable to serve abundant DDP content that citizens from various classes can relate
to and enjoy.

⇨(Above) Unfold X(Below) Thinking
DesignCulture

100 101

Foster Exhibition Planners and Discover Young Creators

DDP Open Curating

In order to build a platform for realizing diverse and creative ideas, SDF has been
discovering and introducing new exhibition planners and designers through “DDP
Open Curating”, an annual competition since 2015. Exhibition planners (teams)

selected through screening are provided with exhibition space at DDP, a portion of

exhibition operating expenses, and promotional support through DDP’s website
and SNS.

The theme of the 2021 competition was selected through SDF’s internal planningmeeting as “Design That Erases Boundaries”, which can lead to design discourse
across all genres, fields, and subtopics. In 2022, without confining the exhibition

theme, SDF accepted proposals in all related fields such as design, architecture,
fashion, and art, as long as they reflected DDP’s values. And it also required the exhibition plan to include exhibition promotion plans, educational programs for vis-

itors, and experiential activities using the DDP space during the exhibition period.
From April 15 to May 1, 29 proposals were submitted in the competition, and thefinal 5 teams were selected after screenings by the selection committee. The competition rate for the 2022 open curating competition was 5.8:1, more than doublethat of the previous year.

⇧

Homely Talk: Cho

Byoung Soo X Choi
Wook

Design Lifestyle Experience Space Open to Everyone

D-Soop Exhibition

SDF sought to disseminate DDP’s creative content by holding exhibitions in linewith the D-Soop space, which was created as a design lifestyle experience space
open to all citizens, such as citizen participation exhibitions, collaborative exhibi-

tions with top Korean designers in each field in connection with the DDP Forum,and exhibitions dealing with timely issues. In 2022, D-Soop also held the third
Human City Design Award winners exhibition, the extended exhibition of <Lightof the Future, Marco Lodola>, and the indoor exhibition of <City Flower Camping>with the concept of camping during the fall festival. The exhibition space was also⇦Light of the Future,
Marco Lodola

expanded to include a deck lounge in the form of a staircase connecting the firstand second floors. SDF plans to continue to actively utilize D-Soop as a venue forcitizen-friendly exhibitions and events.

CultureEvent

102 103

Since its opening on March 21, 2014, DDP has established itself as a platform for the dissemination of design trends and a complex cultural spacethat provides high-quality design culture content, delivering a message

of hope for the future to citizens dealing with an unhinged situation due

to the COVID-19 pandemic. In order to recover from the weakened bodyand mind with anxiety due to COVID-19, SDF strengthened the role of DDP
as a major platform in Seoul, a digital emotional cultural city, by holding
DDP’s representative cultural events that are sustainable rather than

one-off. Meanwhile, the Human City Design Award, starting in 2019, successfully completed the third event thanks to international support for

its purpose of discovering creative designers who can solve complex urban problems, and was renamed as “Seoul Design Award” to prepare fora new step forward.

Seoul’s Largest Media Facade Festival

Seoul LIGHT“Seoul LIGHT” debuted in December 2019 as a large-scale media facade festival heldon the exterior wall of DDP, the world’s largest irregular building. It takes advanced
technology to project high-definition images evenly onto the curved exterior wall of

DDP, made up of tens of thousands of aluminum panels. SDF possesses the highest
specification beam projector and ultra-large projection mapping technology that

can achieve this. Seoul LIGHT creates new added value by developing and cultivatingnighttime content using DDP, and stimulates the revitalization of Dongdaemun commercial district by planning content with the cooperation of buildings near DDP.

In 2021, “Seoul Haemong II” by Refik Anadol from Turkicye and “Seoul, Up and Run-

ning Again; DDP, Joining Together” were presented in the spring and fall respectively.
It was a significant event in that it allowed citizens, who had hardly enjoyed cultural
life due to COVID-19, to view future-oriented media art works outdoors. SDF has
expanded Seoul Light to be held twice a year in the fall and winter starting in 2022,

and plans to firmly establish Seoul Light as Seoul’s representative design content
and media festival by discovering new media canvases. And also SDF is preparing tocontinue to support the growth of media artists discovered through competitions
and external cooperation, and provide them with opportunities for Seoul Light 2D
mapping and main exhibition.

Seoul LIGHT⇨

Culture

104 105⇦(Above) DDP Design

Playground(Below) DDP Autumn
Festival: Viva Beauty

was very strict, and operated with a limited number of visitors per session as it was
gradually eased.

In the first half of 2021, when the social distancing was considerably strict, indirect

online content was presented that every citizen could easily access and participate

in. Six “DDP Online Class” videos that explored how to improve our overall lives
through design in a changing environment in the post-COVID-19 era through food,clothing, and shelter, reached a total of 164,876 views (as of November 2021).

In celebration of Children’s Day, SDF ran “DDP Kids’ World in May!” event with avariety of programs that allowed children to encounter culture, architecture, anddesign through “design” itself, but from a child’s perspective, in the outdoor andindoor spaces of DDP. 2,371 people participated in events such as a designer work-

shop experience using upcycled materials, a DDP architecture tour, and a movie
screening for children and families, and the number of DDP visitors also increased
to 59,871 during the event.

The citizen participation event, which was temporarily suspended after the strictsocial distancing was imposed on July 12, resumed as “DDP Design Cinema” after

the quarantine policy was changed to “With Corona” on November 1. In 2021, SDF

conducted an outdoor exhibition that can be enjoyed even at night to activate the
DDP outdoor plaza 24 hours a day.

In the first half of 2022, DDP Music Episode was produced and released online,
attempting to combine various art genres in order to turn Seoul into a digital emo-

tional cultural city. These videos were released on DDP’s official YouTube channel
and website, and reached 132,000 views (as of December 2022).

In May 2022, the Family Month, <DDP Design Playground> event was held for 11days from May 5 to 15. As a complete on-site event held under the “With Corona”
policy, DDP expanded its scale and conducted a variety of exhibitions, DDP Market,
cinema & concerts, and children’s experience classes for DDP visitors including
Design Platform Suggesting Changing Lifestyle

DDP Seasonal Content

SDF planned and conducted various events each season, to present a different

lifestyle to citizens in response to the COVID-19 era and provide opportunities toenjoy design culture. In order to comply with COVID-19 quarantine guidelines, exhi-

bitions were operated with an advance reservation system with a limited numberof visitors, and on-site events were completely suspended when social distancing

children and families at Oullim Square, Grass Hill, and Miraero Bridge.

<DDP Autumn Festival: Viva Beauty> was conducted for 10 days from September

30 to October 9 in connection with the “Seoul Beauty Month” held throughout
Seoul, at the Yugu Exhibition Center in Oullim Square, Grass Hill, Miraero Bridge,
D-Soop, etc. SDF presented diverse and unique cultural events each season at DDP,

providing citizens exhausted by COVID-19 with opportunities to rest and enjoy
design culture. A total of 730,000 citizens visited during the 21 days of the citizen

participation cultural event, and 92.8% expressed their willingness to revisit, according to the result of the citizen satisfaction survey.

Culture

106 107of 60 vendors participated, generating cumulative sales of KRW 130,505,250 over 7days.

In the second half of the year, the DDP Flea Market was opened for four days during

the <DDP Autumn Festival: Viva Beauty> with the keywords of beauty, lifestyle,and wellness and generated cumulative sales of KRW 69,572,300. By running a de-sign-focused market that reflects the current design industry and trends, SDF wasable to discover new designer brands and promote the design lifestyle while contributing to the revitalization of the Dongdaemun commercial district.

Lectures and Talks with the Top Designers and Experts

DDP Forum

SDF regularly holds DDP Forum every month in the form of lectures and talks withthe top designers and experts at home and abroad to promote DDP’s identity as
Market Expressing Social Values

DDP Design Market

DDP Design Market expressed social values such as environment, fair trade, gen-a platform for exchanging design inspiration and knowledge, and to suggest thedirection of the design industry. DDP Forum, which was first launched in December⇧

DDP Design

2015, has discussed “what can be done with design” with design experts from var-

Playgroundious fields at home and abroad, and explored positive and practical action direc-

der, veganism, eco-friendly food, and companion animals, based on design. In

2021, it was able to play the role of a community market that designs and suggests
an alternative lifestyle for citizens by running markets with various themes, and tobuild a professional market management system that develops the value of ESG.
Under the slogan of “Better Life, Better Design”, “DDP Design Market”, including<Farmers Market with Faces> promoting a sustainable food culture, was held topresent eco-friendly products and healthy food.

The 2022 DDP Design Market featured designers, small business owners, Dong-

daemun merchants, and representative K-beauty companies, sold products ex-

clusively for DDP for the first time, and held campaigns and civic events to fulfill
social values. In the spring, DDP Design Market was conducted as a design-special-ized market targeting families visiting DDP during the <DDP Design Playground>
events. The market sold carefully selected design products such as stationery, fab-

rics, and jewelry with the keywords of kids and family, as well as fashion items from13 teams of Dongdaemun’s best-selling brands selected by SDF and the Dongdae-

mun Fashion Tourism Special Zone, such as Migliore and Seoul Fashion Hub. A total

tions. Beginning in 2021, various forums that had previously operated in a similar(Left) Branding that
Creates a Fandom(Right) OPPOSITES
UNITED⇩

form, but only within SDF are integrated into the “DDP Forum” by being held inconnection with ongoing exhibitions and events, providing opportunities for citi-

zens to learn about design trends and exchange information by accessing various
topics through the forum.

Culture

108 109

Positive Impact through Creative Design

Experience the World’s Largest Amorphous Architecture

Seoul Design Award (Human City Design Award)

DDP TourSDF sought to develop content using DDP facilities to inform more citizens about”Seoul Design Award” is an international design award given to designers or or-world-class landmark building, with the history of the Dongdaemun area to experi-

sustainable relationships with people, society, environment, and nature by solving

the excellence of DDP buildings, and to create a tour program that connects DDP, aganizations that have made a positive impact on establishing harmonious andcomplex everyday problems through creative design. Starting with the first “Humanence the journey from the past to the present. The 2021 DDP Architecture Tour was

City Design Award” in 2019, the award was held three times under the same title,

operated irregularly due to COVID-19. Only guided tours led by commentators were

and was renamed to “Seoul Design Award” in October 2022 to take a new leap for-

conducted in three languages, Korean, English, and Chinese, while free tours were
temporarily suspended.

ward based on the experience of the past three years.

In 2022, SDF normalized the tour program that had been irregular during the pan-The second Human City Design Award received 99 projects from 31 countries
around the world, and “Countless Cities” at Farm Cultural Park in Italy was finally

demic, improved its quality by supplementing the operating system and content

selected as the grand prize winner of the award and received a prize of KRW 100of the tour program, and developed new tour programs adapted to their age andmillion. The award ceremony was held at D-Soop on the first floor of DDP Designgroup to further satisfy visitors. In the first half of the year, SDF prepared for normal

Lab on March 8, 2021. The third Human City Design Awards expanded the scope

operation of the tour, including establishing an online reservation system and re-of the competition from cities, space, and environment to all fields of design, andorganizing the tour desk to encourage on-site participation. In July, the number ofadded two special prizes: the Safety Prize in connection with Seoul Metropolitan

tour participants skyrocketed as previously paid tours were offered free of charge.
The number of DDP tour participants in 2022 is 4,286, a 13-fold increase from theprevious year, due to free tours and the attraction of corporate tours.

DDP Tour⇩

Government and the Citizen Prize, which is selected by citizens through direct
voting among the 10 candidates for the Grand Prize. The biggest change is theprize system. In 2019 and 2020, only one Grand Prize team was awarded KRW 100

million. However, to expand the chances of winning, the Grand Prize amount was
adjusted to KRW 50 million, and 9 Honorable Mention teams, candidates for theGrand Prize, and winners of Special Prizes (Safety Prize, Citizen Prize) also received

KRW 5 million in prize money. From September 1 to October 31, 2021, 100 projects
were submitted from 22 countries around the world (based on the nationality of
the representative designer).

After the end of the third Human City Design Awards, SDF went through a brand de-velopment process for the design award, and renamed it to “Seoul Design Award”

as of October 2022. SDF planned to further expand the scale and award categoriesof the Design Award to discover various design projects around the world for sus-

tainable daily life, and to evolve into a platform to create a positive influence that
promotes the value of design globally by sharing award winners more widely withmany countries around the world.

Communication#4-YearPlan#SeoulDesignSurvey#TheWhitePaperon
SeoulDesign#ClassificationSystem#DesignMagazine#Library#Vision#Creativity#Design_Education#Kit#ZeroWaste#CreativeCitiesDesignSession#DDPMembership#DesignPolicy#Resource#Upcycling#WDO#HumanCityDesignAward#DesignResearch#Seoulseong#Strategy#Archiving#Recycle#UNESCOCreativeCitiesNetwork#DDPEduON#DDPOntactClass#Pandemic#Sustainability#Subscription#PublicationofFoundation#DDPDesignSchool#SeoulUpcyclingPlaza#FutureGeneration#Membership
Library#Youth#University
Student#Yearly
Membership#Children#Dissemination#Family#Participation#WDO(World Design Organization)

Communication

Research

112 1132021 was a year of transition caused by COVID-19 and the Fourth Industrial Revolution, but simultaneously, it was a time that required the estab-policies, vision and strategy establishment, and sustainable project development.

lishment of a citizen-centered design policy that could increase Seoul’surban competitiveness. Meanwhile, the living environment of citizens

and the project environment of Seoul Design Foundation (SDF) have also

been radically changed by COVID-19. As a result of the organizational re-form in January 2021, a new design research team was established within
the Design R&D Center of SDF, and it was reorganized and reestablished
as a design strategy team to improve organizational operations in 2022,

making it possible to strengthen the original functions of research-based
design R&D, such as design project R&D, design education for future generations, designer archiving, and publishing.

Promote Research Projects to Disseminate Design Values

Design Research

SDF has promoted various types of research projects to propose a direction for

Seoul’s design policy and to disseminate design values to citizens. In 2021, in orderto systematize Seoul’s design policy status and design resources and establish asustainable design policy, the Design Policy Department (currently Design Policy

Bureau) of Seoul Metropolitan Government (SMG) and the design research team of
the SDF’s Design R&D Center jointly promoted research and developed a pilot project to disseminate the results.

The “2021 Seoul Design Survey” is a survey-based study that is conducted period-

ically to serve as the basis for design projects promoted by SMG and SDF. Throughthis survey, SDF analyzed and evaluated the current status of Seoul’s design policy

from 2018 to 2021, investigated domestic and international social issues and design
trends in the public sector, and collected and analyzed data on the design policy

operating system and design project status under the jurisdiction of the SMG, SDF,

and 25 autonomous districts. From April to July 2022, a study on “Establishment of

the Design Project Classification System” was conducted to derive the direction of

SDF’s design project classification system and develop a new classification systemmodel. “Seoul Design White Paper 2021-2022” contributed to the accumulation ofdata in the field of design by systematically compiling and recording the results of

SDF’s project operations, and is expected to be used as basic data for future design

 eoul Metropolitan
S
Government
Seoul Design
Foundation

Share Design Trend Information and Knowledge

Magazine LibrarySeoul Design Foundation created and opened a “Magazine Library” on the third
floor of DDP Design Lab in 2022 to provide design trend information, knowledge,

and inspiration to citizens and designers. The space is largely divided into a reading
area for new magazines published in the past 3 months, a reading area for backissues of magazines, and a book seminar room where SDF’s publications and re-search reports are provided. An exhibition space was also created where events
such as exhibitions and book talks can be held in addition to reading magazines.

The magazine library holds 104 domestic and foreign magazines (33 domestic and

71 international) in design-related fields such as graphics, industrial design, spatial
design, architecture and interior design, beauty and fashion, and lifestyle. It hasbeen visited by an average of 2,000 people per month.
Magazine

104 types

Domestic 33 types + Overseas 71 types

Communication

114 115

Archive the Philosophy of Korea’s Representative Designers

Define the “Seoulseong”

Designer Archiving

Seoul Design Assets

The designer archiving project aimed to select representative and influential de-

SMG and SDF established the “Seoul Design Asset Reorganization Promotion Plan”

field, and contribute to the dissemination of design values by preserving the past

date the “Seoul Design Assets” first selected in 2009 to reflect the changing times.

and carried out the “2022 Seoul Design Asset Selection and Archive Project” to up-

signers worth archiving, accumulate knowledge and information in the design
achievements, design values, and philosophy of selected designers through video.

In 2022, SDF aimed to discover and select prominent design assets that can en-

SDF collected data on a total of 3,175 designers, initially picked out 671 designers
in 8 design fields as candidates for archiving, the final 37 designers based on theircontribution and age. In addition, it was decided to produce introductory videos
for each designer in a way that “compose a story that allows citizens to more easily
understand and empathize with the design”, and after a research and data collec-

tion process on the selected designers, interviews were filmed and completed into
a total of 37 videos of about 8 minutes for each designer.

hance Seoul’s urban competitiveness, including “Seoulseong” (meaning the nature
2022 Seoul Design
Assets(Left)

Changdeokgung
Palace(Right) 63 Building⇩of Seoul) and “design value”, in order to develop external promotional content that
can improve Seoul’s future value. The “2022 Seoul Design Assets” were selected byadding candidate assets that reflect the times, while inheriting the initial selection

criteria and direction and a total of 91 assets were confirmed, including 51 assets
from the first round.

Communication

Education

116 117

As the education and care gap has worsened and the era of indirect com-

City ” held in 2021, and it was viewed by 13,246 people for 9 days.

operation has also changed, such as the use of Informaiton Technology.

ation, which was conducted for preschoolers, elementary school students, and col-munication has emerged due to the outbreak of COVID-19, of educational

In 2022, the total number of participants in the Design Education for Future Gener-

Through the operation of the “Life Cycle Design Education TF”, the vision oflege students, reached 1,241, and got cooperated with 33 organizations, including

SDF’s design education was determined as “Design education that bright-

SMG’s Women and Family Policy Office, Seoul Jungbu District Office of Education,ens me and nurtures my life.” With the establishment of the design edu-

Korean Society of Design Science, and universities participating in the workshop.

cation team within the Design R&D Center in January 2021, the directionof the design education project was set to make regular design educationplans, continue to operate online channels suitable for the post-COVID-19

era, create a platform to support the design education ecosystem, andNumber of Participants in DDP Design School

prepare design education content for future generations focusing on chil-

62,832 people

dren, youth, and families.

Online969people
OfflineSeoul Design University Student Workshop

13,246 viewers

Sustainable and Differentiated Design Education Platform

Design Education for Future Generations

SDF has set the goal of its design education project in 2021 to create a sustainable

Practice Upcycling in Everyday Life

Upcycling Educationand differentiated design education platform to help citizens solve problems

through design and develop their thinking ability and creativity to design their lives

Seoul Upcycling Plaza provides various upcycling education programs to help citi-

As face-to-face education became difficult to conduct due to prolonged COVID-19,

and take action for environmental issues. In particular, as environmental issues

more valuable.

SDF launched the “DDP Edu ON” channel on YouTube on December 16, 2020. And

in the second half of 2021, SDF developed a sustainable design education platform
and a design education brand called “DDP Design School” to disseminate design
education more systematically. In 2021, 62,832 people online and 969 people

offline attended the design workshops and parent talk concerts for children, families, and college students.

Meanwhile, in order to disseminate the design education content developed forelementary school students in 2021, SDF signed a business agreement (MOU) with
the Seoul Jungbu District Office of Education and held consultation meetings. The

final two types of educational kits developed for schools (one product type, one
visual type) were distributed to 1,000 students in 5th and 6th grade at 3 elementary
schools in Seoul.

The “Seoul Design University Student Workshop” to solve Seoul’s urban problems
is an advanced version of the “University Student Design Workshop for the Humanzens practice upcycling in their daily lives, understand the circulation of resources,(Left) Upcycling

Design Workshop(Right) Seoul Closet⇩

have become more serious due to COVID-19, upcycling education programs havebeen mostly shifted to indirect online education and adapted to the group and ageof each audience to raise awareness of upcycling and change lifestyles.

Communication

Network

118 119

SDF has been building a network with design cities around the world byparticipating in regular UNESCO Creative Cities meetings and Design Division meetings every year, since SMG joined the UNESCO Creative Cities

Network as a member of the Design Division in 2010. In 2023, the “Human
City Design Award”, which had sought ways to solve complex urban problems through design, was renamed the “Seoul Design Award.” While theprevious one focused on urban change, it has expanded its scope to include all designs for “sustainable daily life” and continues a wide range ofinternational exchanges. Meanwhile, DDP membership, which had been

temporarily suspended due to COVID-19, was resumed after strengthening its benefits in order to faithfully fulfill DDP’s role as a place wherestudents and experts in the design field share and exchange the latest information and trends.

International Exchange Activity to Enhance Cooperative Relationship

Global Network

SDF pursued international exchange activities to enhance cooperative relationships with the UNESCO Creative Cities Network and the WDO (World Design Orga-nization), whose members include more than 180 design institutions around theworld. As the pandemic continued in 2021, most of the related events were operated online. In 2022, SDF continued its activities focused on promoting the Seoul

Design Award which was expanding its scope to include “sustainable daily life” besides previous “urban changes.” And SDF also strengthened its global promotion

capabilities and raised awareness of Seoul as a design city through global network-

ing activities linking the UNESCO Creative Cities Network and SDF’s international
design awards.

DDP visiting &meeting of South

Kuching, Malaysia(UNESCO City of
Gastronomy)⇦

Expand the Human Network Based on DDP

DDP Membership

SDF has developed and operated a new membership system starting in 2021 to ex-pand the number of DDP users and secure loyal customers. Anyone who loves DDP
can become a member and enjoy and spread the benefits provided by DDP, whileforming a network and community. DDP Membership began accepting member-ship applications after the website opened in September 2022, and by the end of
December, 438 people had signed up as paid members.

Seoul Design, Unlimited Challenge

Publishing

December 2023
Published bySeoul Design Foundation

7-9th floor, 283 Yulgokro, Jongno-gu, Seoulwww.seouldesign.or.kr
Publisher

Rhee Kyung-don, CEO
Project Planning

Rhee Kyung-don, CEO

Choi Guwany, Design Promotion Division
Director

Shin Grace Yoonjae, Design Strategy Department General Manager

Um Ayoung, Global Relations Team Manager
Nam Sanghoon, Global Relations Team

Review & Proofreading

Kim Sang Kyu, Professor, Department of Design,

Seoul National University of Science and Technology
Translation & Proofreading
Cho Go EunⓒSeoul Design Foundation

ISBN 979-11-88219-72-8 Not For Sale
The copyright of this book belongs to Seoul Design
Foundation, and unauthorized reproduction or duplication is prohibited by law.

Prior consent from Seoul Design Foundation is required for use.

Government Publications Registration Number
51-B552461-000015-01

Project Manager

Lee Kyeong Hwa, Global Relations Team
Project Coordinator

Research and Writing
Coop tomorrow
Lim Sohyung/Researcher

Jun Minjung/Researcher

Data Cooperation

Seoul Metropolitan Government, Responsible personnel in each project of Seoul
Design Foundation

Project Implementation

Onit Co. Ltd. (www.on-it.kr)
EditorPark Chae Rim
DesignOnit Co. Ltd. (www.on-it.kr)* This book is printed with soybean oil ink on eco-friendly paper.