서울디자인국제포럼

Seoul Metropolitan Government increases Neighborhood Commercial District Awareness with Humorous Sculptures... Solving local issues through design

The Seoul Design Policy Office Press Release has obtained written consent from the speaker to publish the summarized and edited content

Seoul Metropolitan Government has stepped up to address social issues through design. The area around Seonyudo-station in Yeongdeungpo-gu, known as "Seonyuroun", has been selected as the first target for this initiative. The goal is to help citizens easily recognize shops hidden in the alleys by decorating the area with whimsical and charmingly designed signage, tables, and benches.

The "Seonyuroun" commercial district includes the Seonyudo Station Alley Shopping District, selected as the fist alley-type shopping area in Yeondeungpo-gu, as well as the Seonyu Walking Street on Seonyu-ro 55-gil and Yanpyeong-ro 22-gil.

As part of its issue-responsive design development initiative, Seoul Metropolitan Government has launched the "Seonyuroun20" project, aimed at revitalizing the Seonyuro alley commercial district. The project includes the installation of local landmarks, benches, and commercial district guide signage within the Seonyuro area.

The city has developed a total of 20 design solutions: ▲ 1 photo zone, ▲ 12 types of benches and tables, ▲ 2 types of guide signage, and ▲ 5 types of shop flags and pet parking facilities. The project is named "Seonyuroun20" to signify the 20 design solutions intended to rejuvenate the local brand commercial district of Seonyuro.

Seoul Metropolitan Government has selected 14 commercial districts, including Yeongdeungpo-gu's "Seonyuroun," as local brand commercial districts. The initiative aims to enhance local attractions by discovering unique local content and supporting local creator startups, thereby cultivating commercial districts where people want to stay.

Despite its rich commercial infrastructure, with approximately 40 types of businesses and over 200 shops, "Seonyuroun" has struggled to attract a steady flow of foot traffic due to the hidden nature of its alley commercial districts. The area is frequented by visitors to Seonyudo Park, Yanghwa Hangang Park, and citizens walking their pets, but the income of passersby has been limited.

To address these issues, the city selected the "Seonyuroun" alleys as a target for the issue-responsive design development project. Through an analysis of the area, three primary factors contributing to the stagnation of the alley commercial district were identified: ① short visit durations by park visitors, ② low commercial area awareness, and ③ reduced visibility of alley shops.

"Seonyuroun" is situated between Seonyudo Station on Line 9 and Seonyudo Park, as well as Yanghwa Hangang Park, positioning it along the main routes of park-goers. However, many visitors using Seonyudo Station head straight to the parks without stopping at the commercial area. Moreover, the main commercial area is located within alleys behind residential buildings, making it difficult for visitors to notice its presence.

Additionally, although many shops in the area offer services to welcome diverse customers, such as being pet-friendly or having facilities for young children, numerous shops have interiors that are not visible from the outside or have exterior appearances that do not effectively convey their offerings. This necessitated a design approach to emphasize the commercial area's image and services.

To attract visitors to the "Seonyuron" commercial district, increase their time spent there, and direct them into the alleys, Seoul Metropolitan Government adopted a strategy of incorporating engaging designs into nearby structures. Additionally, photo zones were installed at spots frequented by visitors to capture their attention and make them aware of the hidden shops. Tables and benches were also placed along the main roads to provide rest and enjoyment for visitors to Seonyudo and Hangang Parks.

To install photo zones along main routes to attract visitors, these zones can help promote the area through social media and also play a role of plaza where visitors can gather naturally. Various seating options, including single-person tables, tables for two or more, circular tables for larger groups, child-friendly seating, and tables with bicycle racks, were installed to encourage a diverse range of visitors to stay and enjoy the area.

To improve the visibility of the commercial district and its shops, signage was installed at the entrances of alleys to provide intuitive information about the types of businesses within the district. Additionally, 251 shops were equipped with flags indicating their types and services.

In addition to the alley signage, commercial district signage was installed at the entrances to Hangang Park, considering visitor flow, to redirect park visitors towards the commercial area.

Shop flags were used to visualize the types of businesses, and additional signage was placed on shop windows to provide information about pet-friendliness and other services.

Large and small pet parking areas were also installed in the alleys, aiming to attract customers with pets and increase shop utilization.

The city noted that this project was significant as it involved a collaborative partnership between Seoul City, Yeongdeungpo District, local residents, and merchants. Internally, the city's Design Policy Division and the Labor, Fairness, and Coexistence Policy Division worked together to revitalize the local economy, addressing the issue of declining alleyway commercial districts through joint public-private efforts and using design as a tool to enhance the quality of life for citizens.

Additionally, to facilitate the widespread adoption of the 'local revitalization design model' like , the city plans to develop and distribute a manual detailing the design concept, production, construction methods, and know-how in an accessible and precise manner.

Choi In-gyu, Seoul’s Design Policy Officer, stated, “We hope that the development of the design will encourage many citizens to visit local brand commercial districts. Seoul will continue to develop designs that respond to current issues and improve the quality of life for its citizens.”