Seoul Design
International Forum
서울디자인국제포럼

[Chair] 

We are joined by three key figures closely associated with the design city Seoul and its central hub, DDP (Dongdaemun Design Plaza). DDP has now undoubtedly become a global landmark. First, we have Mayor Oh Se-hoon of Seoul, who oversees the city’s transformation into an attractive design-centered metropolis, including the establishment of DDP. Next, we are joined by Prof. Dr. Peter Zec, Founder and CEO of Red Dot Gmbh&Co.KG, who officially designated Seoul as the World Design Capital in 2010 during his role as the founding chair of WDC. Lastly, we have Craig Kiner, Associate Director at Zaha Hadid Architects, who was the lead architect of the DDP project. Today, with these three distinguished guests, we will delve into the theme of "Landmarks, the Engine of Urban Competitiveness." First, I’d like to pose a light question to Prof. Dr. Peter Zec. Prof. Dr. Zec, when you compare Seoul at the time of its designation as the World Design Capital in 2010 to today's Seoul, what do you think has changed the most in terms of design?

[Prof. Dr. Peter Zec]

I think many things had changed during this time. Seoul has developed really to a designed city and we couldn't expect so much as happened during this time. I will later give in my speech. I have a lot of examples how Seoul developed since 2010 but this was also the target. I think Mayor Oh was very visionary when he applied for the World Design Capital project. And so we were both confident that the city has the potential to develop for the future. And if I look around, you invested a lot into the architecture, 

into the urban lifestyle, into the culture. Seoul has become a very international cultural and entertainment city. So all since that time in 2010. So a good job of Mayor Oh, and the citizens of the city of Seoul.

[Chair]

Next, I’d like to ask Craig Kiner a question. In 2024, the 10th anniversary of DDP's opening, the cumulative number of visitors to DDP has surpassed 100 million. I understand that you oversaw all aspects of the DDP project back in 2009. Did you ever anticipate that so many people would visit DDP?

[Craig Kiner]

Thank you for the question. The short answer is 'no, not at all.' While we hoped for success, the visitor numbers have far exceeded our expectations. And if numbers have any indication to success, then yes, I think the DDP's been very successful. Many of family and friends who have visited Seoul since then have been both surprised and intrigued by DDP and the city in general. Creating and delivering ambitious projects like this is extremely challenging for cities. They're almost always controversial - this is historically true whether in the East, West, or anywhere else. Such projects are unfamiliar, untested, and often make people uncomfortable simply because they're different. They represent a significant investment for a city, which can be difficult for city leaders to justify, as Mayor Oh touched upon in his opening remarks. However, creating exceptional places - not just buildings, but true spaces - is how we advance as a culture and civilization, both intellectually and spiritually. We need projects that are ahead of their time, buildings that challenge convention. Without them, we risk becoming stagnant and complacent.

Anyway, I think DDP stands as a testament to Mayor Oh's vision, both nationally and internationally. It has truly become a canvas for design in all its aspects.

[Chair]

Lastly, a question for the Mayor Oh Se-hoon. Mayor Oh, it has been a while since you last met Prof. Dr. Peter Zec, who announced Seoul as the World Design Capital in 2007, and Craig Kiner, who was the director of the DDP project in 2009. How does it feel to reunite with them in an official setting, and what discussions would you like to have with them today?

[Oh Se-hoon]

I actually met Prof. Dr. Peter Zec last year as well, and it’s always a pleasure to see him. He played a significant role in helping Seoul be designated as the World Design Capital during the planning of Design Seoul. Every time I meet him, I’m reminded of how much I owe him. He provided great assistance when we first launched the Design Seoul 

project, and I trust that he will continue to support us. Today, I would like to ask for his insights on strengthening urban competitiveness and urban development strategies through design. As you may know, Seoul is now positioning itself as the world’s beauty capital. With the end of the pandemic, the number of foreign tourists is rising significantly. It’s common to see foreign tourists spending millions of won on cosmetics at our stores. I believe this reflects Seoul’s successful branding as a beauty city. 

I believe DDP’s greatest achievement is how it has inspired Korea’s architectural field, encouraging aspiring architects to dream of creating beautiful buildings and leading businesses and developers to seek world-class architects for their projects. With that in mind, I would like to ask Craig Kiner for his thoughts on how Korea can maximize this stage of growing interest in architectural design to enhance national competitiveness. And to Prof. Dr. Peter Zec, I would like to ask how design can merge with the beauty industry to shape the future of urban competitiveness, given his extensive experience in this area.

[Chair]

Thank you, Mayor. I anticipate that today’s discussion with our three distinguished guests will result in profound insights on design strategies for Seoul’s path to becoming a global city. 

Let’s begin with Mayor Oh’s question to Prof. Dr. Peter Zec.

[Oh Se-hoon]

There are no manufacturing factories in Seoul now. About 10-15 years ago in the UK, the so-called creative industries significantly raised their national income and increased GDP by more than 10%. If you have any thoughts on how Seoul, which acts as an engine of growth for South Korea, could achieve higher-level branding by utilizing design, as in the examples mentioned earlier, through creative industries or the beauty industry, I would be grateful if you could share them.

[Prof. Dr. Peter Zec]

Very easy. Just go ahead like you started already. I think places like this as it was mentioned before are very important for the development of a different kind of thinking. You know, when you come into a shabby room which is dirty already nobody has a problem to throw something away and make it even dirtier. But if you come into a very clean, good designed, fantastic, beautiful room, then everybody behaves like the surrounding.

And so I think the challenge for the city government and for yourself is to create the right surrounding starting with architecture but also with events and bringing in interesting people to the city of Seoul and then step by step, of course you can become the leading city of beauty. It is just a question of power and energy and you have that and the 

city has the skills. So, as we believed when we made Seoul the world design capital that Seoul will develop. And now I can say the same for the future of the city of beauty and creativity.

[Chair]

Thank you very much, Prof. Dr. Peter Zec, do you have any question for Mayor Oh?

[Prof. Dr. Peter Zec]

The city of Seoul has achieved remarkable success in the Red Dot Design Award in recent years, with several outstanding projects. The DDP light show was awarded last year, and this year, Seoul's newly redesigned subway map was awarded for its beautiful design.

My question to you is: What's next for Seoul? What can we anticipate seeing from the city of Seoul in future Red Dot Design Award competitions?

[Oh Se-hoon]

There are quite a few things to mention. As briefly mentioned in the opening remarks, Seoul City is currently launching many new initiatives under the concept of "F.U.N design." For example, if you go to Yeouido's Yeouinaru Station, there's something called a "Runner Station" - I'm not sure if you've seen or used it. Recently, there's been a running boom among young people. To truly enable people to enjoy running in their daily lives, even office workers can change their clothes there, use the locker rooms, and run around Yeouido, which is a 10km circuit. We transformed Yeouinaru Station into a Runner Station to create such a space.

Several subway stations with similar unique concepts and personalities are being developed this year, and there will be many changes by next year. While there are many large metropolitan cities worldwide, it would be hard to find a city where such changes penetrate so deeply into daily life.

What comes to mind immediately is that this kind of initiative could be worthy of submission to the Red Dot Award - it's a design that successfully combines software and hardware connected with what we call service design.

While I can't introduce everything in this limited time, Seoul City is currently attempting various "Daily Life Revolutions," as we call them. I'm proud to say that the green design, active design, and universal design embedded in these daily life revolutions are all qualified for submission. You can look forward to them. Please wait and see.

[Chair]

Thank you very much, Mayor, would you like to ask Craig Kiner a question as well?

[Oh Se-hoon]

The impact that DDP has had on Korea's architectural community has been truly remarkable. When this building's design was first announced, there was tremendous criticism from our architectural academia. The main criticism was that it didn't harmonize with the surrounding buildings. While hearing such criticism, I internally thought it would be a huge success. If we were going to construct the same kind of building as others, why would we undertake such a difficult task of demolishing the baseball and football stadiums?

Now, Seoul is gradually seeing an increase in bold architectural structures. These are probably historical experiences that other cities have gone through as well. Looking at Seoul at this stage, it would be very helpful if you could share your insights on what kind of architectural policy and architectural design policy should be implemented going forward to accelerate these changes.

[Craig Kiner]

Thank you, Mayor. I recognize the extremely challenging position you were in when proposing this facility. Your vision was that it would be transformational for the city, and I respect that you faced significant opposition - from businesses, and regarding the demolition of both the football and baseball stadiums, as well as the market facilities that existed on the site at that time.

While we had no control over the competition itself, we entered with the understanding that this project would transform the city. It has indeed proven to be transformational, elevating the profile of design not just in Seoul, but arguably throughout the country. We transformed the site into something unprecedented, supporting the design industry across all spheres, not just architecture, while giving something valuable back to the city.

The amount of public space we created along the streets and with the Cultural and Historical Park has been significant. As you know, during the demolition phase, contractors uncovered numerous cultural relics that needed to be documented. We had to redesign the park accordingly to accommodate these discoveries in a very specific way. This has added another dimension to understanding both the city's history and how it relates to a contemporary architectural landmark.

I hope this addresses at least part of your question.

[Chair]

Do you have any additional thoughts or advice for Prof. Dr. Peter Zec?

[Oh Se-hoon]

Prof. Dr. Zec, you visit Korea often. So, I believe you are constantly encountering and feeling firsthand the changes in Korea's design landscape. Do you have any advice for Seoul City on how to continue branding itself internationally through design and maintain its reputation as a design city? Also, I would appreciate if you could share any thoughts or guidance about your broader vision for Seoul and its design that you've held over the years.

[Prof. Dr. Peter Zec]

As I mentioned before, you should continue on your current path - Seoul has tremendous potential with its many creative minds. You noted earlier that Seoul doesn't have factories in the city, which is actually advantageous. Many cities struggle with transforming or reducing old industrial facilities, but Seoul doesn't face this challenge. This allows you to focus purely on creative enterprises and events.

Korea's excellent education system, particularly in design, provides a strong foundation. The country has emerged as a global cultural powerhouse, creating internationally acclaimed movies and music productions. Take 'Parasite,' for example - a phenomenally successful film that showcased not only Korean filmmaking talent but also Korean art. The film featured artworks by Korean artists in the wealthy family's home, and I'm delighted to say that I've actually collected one of those pieces for my own home. This illustrates how cultural exposure leads to appreciation - seeing beautiful artwork in such contexts makes people think, 'This is fascinating, I want to learn more about this artist and their work.'

I believe Seoul is on an excellent trajectory. Please know that whether you need my personal assistance or support from our organization, we stand ready to contribute to Seoul's continued success.

[Oh Se-hoon]

May I ask another question to Peter Zec? What are your thoughts on holding an exhibition of Red Dot-winning works at DDP?

[Peter Zec] 

If that's an invitation, my answer is an immediate yes! As you know, we showcase Red Dot winning products in multiple locations - Singapore, China, and throughout Europe, particularly in Germany. We've also featured these works many times in Korea at various events. It would be fantastic to bring a Red Dot exhibition here to this magnificent building, especially given that many Korean companies are among our winners. We could create a truly remarkable event here.

[Chair]

Thank you very much. Lastly to Craig Kiner, do you have any lasting comments to the audience?

[Carig Kiner] 

Please enjoy the rest of your day and the discussions we've had here, and I encourage you to stay for the afternoon presentations. I hope you've found the building to be in good standing. If any of you were skeptical at first, I hope that your skepticism has been addressed. Yes, it's an unconventional building, but this was our response to both the brief and the challenges we faced during its delivery.

Please enjoy the city. This is my fourth visit to Seoul this year, and each time it's been a pleasure to return. The snow today makes it particularly beautiful.

Thank you.

[Chair]

Alright now then lastly, Mayor Oh.

[Oh Se-hoon] 

Those of you who are here today are probably citizens who are interested in design and curious about how Seoul's future will be shaped through architectural works like DDP. I'd like to take this opportunity to share that Seoul is transforming its administrative system to put design at the center of everything.

Let me give you an example. Unlike the past, we first hold a design competition and have concepts compete within that broader framework. Once a design concept is selected, we go through another competitive process for detailed architectural design. While this takes more time and might be quite challenging for a mayor with a 4-year 

term - and might not even show results during their term - we are following this procedure of prioritizing design before moving on to the design competition. While that's how we handle public buildings, for private buildings, we're utilizing an incentive system to encourage the construction of buildings with excellent design focus. Private buildings are also required to submit designs first, and when those designs show uniqueness and either become F.U.N designs that delight Seoul citizens or become beautiful and attractive designs, they can utilize floor area ratio incentives. Taking all this into account, we're creating exemplary cases by encouraging good design for these buildings, allowing for 

implementation designs that include these incentives based on the decided design concepts, so that buildings with the wonderful designs that Seoul citizens expect can emerge.

I've briefly explained this design-oriented process for both public and private buildings. These changes won't happen in 2-3 years or 3-4 years. However, after about 7-8 years, you'll be able to understand that 'Ah, these beautiful and eye-catching designs are increasing throughout Seoul, and these changes are appearing one by one through Seoul City's efforts.' In about 10 years, this future will become commonplace, and most new buildings in Seoul will likely progress into forms that will give you incredibly joyful and happy experiences.

Once again, on this 10th anniversary of DDP's opening, many expert proposals will likely be presented here today, and I would like to conclude my response by expressing my determination to thoroughly incorporate all of your proposals into our policies. I sincerely thank all the citizens who have shown interest and participated today, including the students and citizens watching online who are interested in design. 

[Chair] 

Thank you very much. Time really flies when you have fun. 

Looking back to 2010, Seoul was designated as the World Design Capital, selected by a team chaired by Professor Dr. Peter Zec. Thanks to Mayor Oh Se-hoon's visionary leadership, we've seen this city transform with wonderful architecture and installations.

Before we close, I'd like to take one or two questions from the floor.

It seems like our prepared time has passed quickly. 

In fact, without Professor Dr. Peter Zec who selected us as the World Design Capital in 2010, Associate Directo Craig Kiner who oversaw this building's entire project, and our Mayor who dreamed of and completed this wonderful space, I don't think we could have held such a magnificent event here today.

Now, finally, we'd like to take one or two questions from the audience. 

[Audience 1]

I've noticed that many countries worldwide are using design as a tool for urban transformation. During my visit to Tokyo, I observed that their urban design trends focus heavily on addressing social issues and challenges, particularly in public design. This seems to be reflected in international design competitions, where winners often emphasize solutions to social challenges.

Prof. Dr. Zec, I'm curious: in the Red Dot Awards, have you recognized designers who specifically focus on addressing social challenges?

[Prof. Dr. Peter Zec] 

I've just come from Tokyo to Seoul, and last Friday I met with representatives and designers from Japan's leading companies. They expressed some concern about the current emphasis on social impact in design. Their perspective is that the GMC may be focusing too heavily on this aspect, as these companies are producing products and 

want recognition for product quality itself.

Of course, any design award will recognize products with social relevance when we receive them. At Red Dot, we see this particularly in our communication design category, where we've awarded many outstanding social projects worldwide. Our Singapore Design Concepts awards even include several categories specifically dedicated to social 

issues and problems.

However, when it comes to hardcore product design, sometimes the social aspect needs to take a back seat - that's what creates the distinction. Nevertheless, social considerations are an integral part of design and represent a crucial challenge for the future. In my presentation this afternoon, I'll share some examples of social issues in cities. Not everything in cities is purely about aesthetics; there are areas that need our attention and concern. Design awards should certainly reflect this reality.

Thank you. I hope that has answered your question and we'll take one last question.

[Audience 2]

My question is for Prof. Dr. Craig Kiner: Beyond DDP, which global projects have you found most impressive, and what makes them stand out to you?

[Carig Kiner]

Thank you for your question. Among the many projects I've been involved with over my years at the practice, one of the most challenging would be our recently completed Masaryčka rail station development in Prague.

While it began as a conventional office building project with commercial spaces on the ground and mezzanine levels, it was truly a regeneration project. The site was a derelict, narrow strip of land adjacent to the rail lines that had been considered undevelopable for many years.

The project faced numerous challenges. There were internal debates within our practice about the approach, and after winning the competition, we spent years refining various scenarios. Working with the City Planning Department and Architectural Heritage Department was crucial, as the site sits in Prague's most historically significant area. This meant every aspect of the architectural character and urban design had to be carefully considered in relation to the surrounding context.

Despite various political challenges within the city, we persevered, and the project officially opened in July this year with a successful celebration. This project exemplifies how cities can tackle difficult developments and achieve transformational results at both district and city levels.

[Chair]

Thank you all for your participation in today's discussion and Q&A session. Our topic, 'Landmarks and Design: Engines of Urban Development,' has been thoroughly explored thanks to our distinguished speakers - Mayor Oh Se-hoon, Professor Dr. Peter Zec, and Mr. Craig Kiner. Your insights have been invaluable. I would also like to express my gratitude to everyone in the audience for your attention and engagement. With this, we conclude the special discussion session of the Seoul Design International Forum.

Thank you very much.