Unesco City of Design Seoul

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ANNEX_Design Seoul Report

UNESCO CITY OF DESIGN SEOUL

DESIGN SEOUL REPORT ABOUT SEOUL

Location At 126 degrees east longitude and at 37 degrees north latitude

Climate Seoul has clearly distinguished 4 seasons of Spring, Summer, Fall, and Winter with the average temperature of 12.2°C. During the summer season, the temperature in the city may reach as high as 38.4°C with temperature falling as low as -19.2°C during the winter, showing significant climatic changes between the seasons. The average rainfall in Seoul remains steady at 1,344.2mm per year, which is somewhat higher than the average rainfall in penin- sulas. The majority of the rainfall, approximately 70%, is concentrated during the months of June through September. Other than this rain season, Seoul boasts clear weather throughout the year with blue sky as part of Seoul’s beautiful and renowned sceneries.

Area The total surface area of Seoul is 605.52m2, which makes up 0.6% of the entire surface area of Korea. The city is mainly divided into to regions of Gangbuk and Gangnam, separated by the Hangang. The Gangbuk occupies 297.97m2 (49.2%) and Gangnam takes up 307.55m2 (50.8%) of Seoul. The satellite cities of Gyeonggi-do, Goyang-si, Yangju-gun, and Euijungbu-si are situated to the north of Seoul. To the East, the Seongnam-si, Gwacheon-si and Anyang-si borders Seoul and to its west, Gwangmyeong-si, Bucheon-si and Kimpo-si are positioned.

Bordering Cities And Counties Gyeonggi-do: Goyang city, Yangju-gun (county) and Euijeongbu city to the north: Namyangju city, Guri city, Hanam city to the east; Seongnam city, Gwacheon city, Anyang city to the south; Gwangmyeong city, Bucheon city, and Gimpo city to the west.

Population The population of Seoul, according to the March 2009 census, is 10,492,176, which is 1/4 of the entire population of Korea. The female population was at 5,317,521, which is slightly higher than the male population of 5,174,655. As of March 2009, expatriates residing in Seoul amounted to 266,268, which is about 2.2% of the city’s population, and this is approximately 7% increase from previous year. The expatriates are the nationals of over 90 different countries and they have formed a various small multi-cultural communities within Seoul.

Origin of Name The origin of Seoul comes from the ancient Korean word, Seorabul or Seobul, which means the capital.

Administrative Organization 1 Mayor, 3 Vice Mayors, 12 Offices, 10 Bureaus, 64 Divisions, 3 Headquarters and 76 Affiliated offices. Administrative Districts There are 25 administrative-gu’s (similar to counties in US) and 436 administrative dong’s (similar to townships in US).

Mountains There are total of 8 mountain ranges in Seoul with Bugaksan to the north, Naksan to the east, Inwangsan to the west, and Namsan on the south, making up the major mountain ranges in the city. To the outer boundary of the city, there are Bukhansan to the north, Yongmasan to the East, Dukyangsan to the west, and Gwanaksan on the south.

River Hangang (River)

Budget The budget for FY 2009 for the Seoul Metropolitan City is 21 trillion, 46.9 billion KRW. (approx. 16.19 billion USD; 1 USD = 1,300 KRW) The breakdown of the budget, excluding the wages and administrative operation expense, is as follows. Table of Contents Seoul Design Assets 006 General Information of Design 020 Design Institutes and Organizations Cultural Infrastructure Design Infrastructure Design Industry Expansion of Design Culture Design Education Divisional Information of Design 132 Architecture Interior Design Communication Design Industrial Design Fashion Design Sustainable Design Design Chronicle of Korea 170 Seoul Design Assets

Seoul Design Assets

The Seoul Design Asset Project is an initiative to introduce the “Path to New Uniquely Seoul” to the world. The projects analyz- es which images of Seoul, both present and future, should the city project to the world and how should the city position itself to distinguish itself from the other cities in phases.

The Seoul design assets were selected among diverse candidates including the Gyeongbukgung and 4 other major palaces, 4 major gates of Seoul including the Namdaemun(Southern Gate), Namsan Seoul Tower, Hangang, Hangeul, and Cheong- gyecheon. These candidates were reviewed in terms of their representation of Seoul’s image, design elements, creativity, innovation effects on recreation, artistic values in itself, cultural tourism value, and connection with cultural tourism attractions or products. The overall assessment under all of the aforementioned criterions were made by the selection committee and Seoul’s representative design assets were selected. The selected assets were then presented in exhibitions in both Korea and in other countries to present to countless foreign visitors to Seoul as well as to show the world, the Uniquely Seoul. These design assets also related their values as commercial assets and utilized in diverse applications including as the contents for exhibitions.

8 UNESCO CITY OF DESIGN SEOUL Gyeongbokgung (Palace) · The kings’ main palace during the Joseon Dynasty situated in Jongno-gu, Seoul, on the Sejongro (street) ·Designation Number: Historical Landmark # 117 (designated on January 21, 1963) ·Period: Constructed in 1395 (4th Year of the King Taejo) • It was the kings’ main palace during the Joseon Dynasty and is today Korea’s representative palace in terms of application of organic space system between the architectural style and structure. • Although the main areas of the palace were symmetrically designed in accordance with the geometric orders, the satellite structures were positioned in non-symmetric order to create harmonious beauty of change and unification • It is recognized to express a very unique architectural concept with its expressions of universe, time, and space

Gwanghwamun ·The main gate for the Gyeongbokgung King’s Palace ·The uniqueness is that to the side of the main gate is the Hongyaemun ·Period: Originally constructed in 1395, renovated in 1865, and then restored in 1968 • As of 2009, restoration project is undergoing to restore the reconstructed (1968) reinforced concrete structure of Gwanghwamun to the form held at after the restoration during the King Gojong Era (1865) • The name Gwanghwamun means the gate that emits light and is the landmark of the downtown Seoul • Symbolic architectural structure that expresses the urban design philosophy of the Joseon Dynasty

National Museum of Korea ·Period: Originally established in 1945 in Gyeongbokgung, it was reopened in 2005 in the current building located within the Yongsan Family Park ·Possession: Over 135,000 artifacts. The largest and a representative museum of Korea • The treasure warehouse with Korea’s largest cultural and design source. The museum concentrates on the asset management through preservation and exhibition of cultural artifacts • Introduces and reinterprets Korea’s culture. Plays leading role in introducing Korean culture through various exchanges with cultures of other nations and through various exhibitions

Deoksugung (Palace) ·Designation Number: Historical Landmark #124 (designated on January 18, 1963) ·Period: 1593 (26th Year of King Seonjo of Joseon Dynasty), 1897 (1st Year of King Gojong Gwangmu) ·Size / Structural Type: 19,115 pyong / stone stylobate and brick structure • Holds historical and geographical significance as the central location for the formation of the Republic of Korea • Elevated from Jeongneung Temporary Palace to King’s Palace. It is the last King’s Palace of the Joseon Dynasty and was the first palace to have western style building constructed within the palace walls • It is the cultural heritage that signifies the people’s determination of reclaiming the national rights and independence

Horangi (Tiger) ·Carnivorous feline ·Last seen in 1929 in the Daeduksan (Mt.) in Gyeongju and never spotted again • Since the past, the tiger were recognized not as a dangerous animal that fed on people but as a friendly and protective animal. Symbol of Korean people • Expressed in friendly manner as the Wangbumi, the character of Seoul, and as the Hodori, the mascot of the 1988 Seoul Olympic Games • Korea has special relationship with tiger, to the extent that a famous writer named Nam-seon Choi once stated that Joseon is the Tiger Nation.

Design Seoul Report 9 Minhwa (Folk Cartoons) ·Expresses the trend of the traditional communication. Practical stories created to express the daily life or in accordance with the traditional practices ·Period: Late Goryeo ~ Post Joseon Dynasty ·Holds abundant humors and satires of Korea • The minhwa was a form of communication that was popular from the late Goryeo to post Joseon Dynasty, and has become the contents of today’s graphic design • Created and used in accordance with the daily life environment, accessories, and traditional practices of average citizens • The significant characteristics of minhwa is that it possesses simultaneousness that surpasses the time and space within a single scene, formation that highlights the subject without correlations to perception theory, and textual quality that possess all the factors of the picture • It displays the generousness of Korea’s ancestors that well-wishes others as if to communicate within a single scene.

Bojagi (Wrapping Cloth) ·Material: Pieces of cotton cloth and silk ·Size: width 54.8cm, length 55.3cm ·Pattern: plants and flowers • Unlike the bags used in the West, the bojagi holds flexibility to change conform to the shape of its contents and has outstanding usability as a secondary packaging • Expresses the feeling of Korean in its form and colorations and the uniqueness is that no two bojagi are exactly alike • In case of handmade bojagi, artificiality was excluded in its expression method and displays the clear and natural colors distribution and among the traditional daily life accessories, the bojagi holds outstanding graphic as well as accessory design elements • The Jogakbo is bojagi made from pieces of cloth sawn together and displays the thrifty and environmental friendly mentality of Korean ancestors

Buckchon Hanok Village ·History: Over 600 years since the designation of Seoul as the capital city during the Joseon Dynasty ·Area: 645,000m2 ·Location: Area of Gahoe-dong, Samcheong-dong, Wonseo-dong, and Jae-dong in Jongno-gu situated on the Namsa-myeon of the mountain ridges that connects the Bugak and Eungbong between Gyeongbokgung and Changdeokgung • It is a hanok (traditional homes) villages formed between the Gyeongbokgung and the Changdeokgung and displays Seoul’s traditional architectural style • The hanok style buildings, which is the urban residential homes that are built shoulder to shoulder, maintains traditional structure and yet designed to maximize small space • The Bukchon, which created a unique cultural frame that harmonizes tradition with modern, is a living and breathing urban museum and a central asset of Seoul that will continuously produce future values.

Seolhwa (Folk Tales) ·A form of a literature ·Categorized into Shinhwa (myth), Jeonseol (legend) and Mindam (folk) ·Folk Literature: The folk tale created in written form and possesses literary characteristics • Seoul, with its uniqueness of being the center of politics, economy, and culture of Korea for a lengthy period since its establishment as the Capital City of Joseon, holds the most folk tales in Korea • The folk tales of Seoul is an important data that supports the rich history of the city • The folk tales passed on from mouth to mouth is full of vast wisdom of Korea’s ancestors • The Dongguk Yeogi Seongrim, created during the King Seongjong era, is the representative literature that relates the folk tales of Seoul

10 UNESCO CITY OF DESIGN SEOUL Seoul Fortress Wall ·Fortress wall constructed during the Joseon Dynasty ·Designation Number: Historical Landmark #10 (designated on January 21, 1963) ·Period: Constructed in 1395 (4th Year of King Taejo) ·Size: Approximately 18km long with an area of 596,812m2 • Foundation of urban design that symbolizes Seoul • Formation of space design constructed with the usage of natural terrain • Well displays the beautiful combination of granite craftsmanship and construction technology, as well as harmony of modernized city and ancient fortress • Strengthens cultural and commercial assets and its proximity to people’s daily activities has established itself as the culture in people’s daily life

BSeoul World Cup Stadium ·Representative architectural structure by Choon-soo Ryu, the leading architect in steel frame design ·Period: December 27, 2001 ·Max Occupency of 64,677 ·Size: Total land area of 216,712m2, Structure Area of 57,859m2, Total floor area of 165,829m2 • Architectural structure that displays the transformed national image of Korea, as well as the traditionalism and symbolism of the nation • A design that has merged the images of a traditional bowl and kite of Korea • For the night scenery, the roof inspired by the shield shape kite was expressed in the traditional window and sliding door paper color and achieved both Korean style attractiveness and beauty with the installation of lights over the circular deck and the exterior walls of the spectator seating stands

Seonyudo (Island) ·Korea’s first environment recycling ecological park ·Recipient of Iwon Architectural Award ·Size: Land area of 117,362m2 • Formation of representative ecological park created through recycling construction material. Birth of environmental friendly and a place for environment related education • Superbly expresses the philosophy of respecting life and the environment and utilizing both as cultural asset • Will be actively used as the resting park and space for festivals for the people

Sungnyemun (Namdaemun) ·Fortress gate of the Joseon Dynasty located in Namdaemunro 4-ga, Jung-gu, Seoul ·The 2 storied pavilion tower was burnt down due to arson on February 10, 2008 ·Designation Number: National Treasure #1 (designated on December 20, 1962) • Sungnyemun is the main gate as well as the largest of 4 major landmark gates of Seoul • Architectural structure that harmonized the craftsmanship of granite and lumber materials • The horizontally stacked masonry lines, rainbow colored curves and the roof line of the pavilion tower displays Korea’s traditional curved lines of the eaves, and Japsang (decorative tiles on four corners of the roof) and detailed accessory designs of the dragon’s head is highly articulate • It’s a traditional architectural structure, situated in the heart of the modern day urban environment, is a symbolic icon that opened up the potential for sustainability of tradition

Design Seoul Report 11 N Seoul Tower ·Height: 236.7m, 479.7m above sea level ·Construction begun in 1969 and completed in 1975; renovated in 2005 • It is an architectural design that has transformed the geographical location of Namsan (Mt.) to a cultural asset and at the same time, is also the representative landmark structure of Seoul • In the Namsan Park, the junction where the history and nature meets, the N Seoul Tower is positioned to create modernized tour attraction as well as a theme park • The 3rd space, created through combination of history, nature and cutting-edge technology is made more attractive as the space of light that has no physical mass and expresses the combination of three elements

Seoul Arts Center ·Category: Multidisciplinary Art Center ·Location: Vicinity of Woomyeonsan (Mt.) in Seocho-dong, Seocho-gu, Seoul ·Architect: Seok-cheol Kim ·Date Built: January 7, 1987 ·Size: Land area 231,000m2 with total floor area of 120,353m2 • Korea’s largest multidisciplinary art center established to acquire the nation’s cultural identity and to enhance international recognition of Korea’s cultural arts • Very attractive multidisciplinary art center that includes diverse culture related public institutes including the Seoul Calligraphy Museum, the world’s only exclusive calligraphy exhibition center, and the Korea Multidisciplinary Arts School, in addition to various performance and exhibition halls • The art center not only has high value as a tangible asset as the place for cultural arts interactions by the public, but is also possesses invaluable qualities as an intangible asset as the infrastructure for supporting diversities of art activities and for fostering future artists

World Cup Park ·Vicinity of 549 Sangam-dong, Mapo-gu, Seoul ·A beautiful environmental park was created over the once a beautiful island of Nan- jido. The park was created by reclaiming the 800 plus thousand pyongs of waste landfill land, which was occupied by mountains of 15 years of Seoul’s wastes that were accumulated from 1978 to 1993 • The park is the representative recycling design in the process of creating current image of Seoul. The park signifies the practice of giv- ing and taking from each other with the nature, we can become healthier, in which Seoul gave the land back to the nature • It’s a design technology that recreated the waste land of foul odors and pollutions into a ecological park • It holds a ecological and environmental design values in which the massive heaps of wastes were transformed into an environmental friendly park • The land, which was once a beautiful island, became a mountain of waste. Then recreated as a ecological park.

Insa-dong ·Holds important geopolitical cultural value that connects the Bukchon and Cheonggyecheon ·The Ssamji-gil (street) was developed that modernized the alley clustered with galleries, stationary and folk handcraft stores ·Insa-dong is a design source for continuous provisioning of culture and vernacular ·Location that connects the traditional culture with the new culture by its geographical location that connects Bukchon and Cheonggyecheon • Holds geopolitical values that displays the traces of modern urbanization of Korea • With various alleys full of traditional cultural scenes, it is one of the most popular districts among the foreign visitors • The Ssamji-gil, which is a multi-dimensional recreation of alleyways, symbolizes coexistence of tradition and modern

12 UNESCO CITY OF DESIGN SEOUL Mural of King Jeongjo’s March ·The black and white drawing on the wooden plate that recorded the march of King Jeongjo to Hwaseong in 1795, recreated in color in 1994 and stored in Kyujanggak (official library) ·The drawing was recreated into a ceramic tiles and displayed to the public in time for completion of the Cheonggyecheon Restoration Project on September of 2005 • Displays fine example of elegant and unique recording culture of Euigwae (process of recording official activities) • Cultural contents that recorded the social, cultural and political information of Joseon Dynasty • Comprehensive illustration that expresses the ideas and detailed traditional customs

Jongmyo (Royal Shrine) ·The royal shrine where the kings, queens, and ancestors of kings and queens are buried (Historical Landmark # 125 / designated on January 18, 1963) · Location: Hunjeong-dong, Jongno-gu, Seoul ·Size: Area of 186,787.6174m²(56,503 pyong) • Unique pattern of the burial tomb formed with absolute symmetry and pathways and Jerye (memorial) system design • Superbly designed architectural structure that has successfully portrayed the solemn atmosphere of the memorial ritual place but with restrained beauty • Expression of unique and original architectural space not seen anywhere else in the world by allowing side-by-side extension as the number of royal tombs increases

Sajikdan (Place for Conducting Memorial Service) ·A place where the kings of Joseon Dynasty performed memorial service for ancestors (Historical Landmark # 121 / designated on Janu- ary 21, 1963) ·Location: Sajik-dong, Jongno-gu, Seoul ·Size: Area of 9,075m² • Sajik is a place for conducting memorial service • 4 memorial services in a year and service for bountiful harvest and plenty of rainfall was conducted annually for 428 years until such practice was abolished in 1902 during the Japanese occupation period

Changdeokgung (Palace) ·Designation Number: Historical Landmark # 122 (designated on January 18, 1963) ·Period: Constructed in 1405 (5th Year of King Taejong, Joseon of Joseon Dynasty), rebuilt in 1609 (1st Year of King Gwanghaegun) and in 1647 (25th Year of King Injo) ·Size: Area of 565,227.34m² (170,980.5 pyong) ·Location: 2-71 Waryong-dong, Jongno-gu, Seoul • Design allowed by nature, Changdeokgung, designated as the UNESCO Cultural Heritage • By expressing the natural geographical form of the surrounding as is, the palace design displays the Korea’s traditional value that believes men lives under generosity of the nature • The disorderliness of the exterior is supported by the orderliness of based on the principles of Pungsujiri (a geomantic theory of good fortune based on geographic surroundings, also known by its Chinese name “feng-shui’) on the opposite side

Cheonggyecheon ·A stream that forms the boundary between Jongno-gu and Jung-gu. It has a length of 10.84km, with total drainage area of 59.83km² • Korea’s first artificial echo design line created in the heart of the city • Seoul’s famous location for success and failure of the people for over 600 years since Seoul was designated as capital city during the Joseon Dynasty. • With the development of the city, the stream was covered and its function was just to channel the stream water. Then in 2005, the Cheonggyecheon and bridges were restored through modernized stream design and restored the naturalism of the area

Design Seoul Report 13 Hangang (River) ·Location: Gangwon / Chungbuk / Gyeonggi / Seoul Korea ·Area: Total drainage area of 26,018km² ·Main channel 481.7m, Official stream channel 405.5km • The Hangang Renaissance Project Design which has achieved Korea’s miracle growth • Cultural landmarks including Mongcheon Toseong, Pungnap Toseong, and Bongeunsa (Temple) as well as various parks are situated along the riverside • It is the lifeblood of the nation that birthed the city’s culture. It is the center of the economy, and source of history, civilization and life. The Hangang is anticipated to play the role of space that will guarantee sustainable high quality lifestyle

Haechi ·Confirmed as the symbol of Seoul Metropolitan City on May of 2008 and the statue of Haechi situated at Gwanghwamun as selected as the main model. Instead of the original name Haetae, Haechi was chosen • Selected as the symbol of Seoul and placed at the center of the city’s symbol system • It holds strong and yet soft and friendly image as the guardian creature • Provides positive memory of Seoul’s city image

Street of Arts in Front of Hongdae (Hongik University) ·The culture of Front of Hongdae was started during the early 1990s as unique cafes started to open in the area ·Underground cultural street from the main entrance of Hongdae to Geukdong Broadcasting Company • The Street of Arts in Front of Hongdae is an area vibrant with lifestyles of the young generation • The culture in front of Hongdae is built on the infrastructure of entertainment culture of the young generation, art culture, and art- design education culture • The cultural meme by countless overflowing youths acts as a virus that creates new culture • The narrow streets of Hongdae vicinity signifies a space in which people can harmoniously interact

Whowon (Biwon) ·Designation: UNESCO World Heritage December, 1997 ·Period: 1406 ·Location: 2-71 Waryong-dong, Jongno-gu, Seoul • Uniquely one of its kind garden design in the World • Whowon did not set boundary between the garden and the nature. This smooth blending architectural design, which makes it difficult for viewers to determine where the garden ends and the nature begins is the design secret of Whowon • The matrix creation, which expresses the inevitable and cycled relationship of man returning to nature, is shown in Korean traditional design

Heunginjimun ·Fortress gate of Joseon Dynasty ·Designation Number: Treasure # 1 (designated on January 21, 1963) • The Eastern Main Gate of Seoul Fortress, Heunginjimun • The curved lines of the small fortress and its straight lined roof on the pavilion tower displays superb architectural beauty that is uniquely Korean • Architectural beauty was created by constructing the small fortress with subtle change in material of granite for stacking the fortress in diamond shape and the wall with stones. Japsang (decorative tiles on four corners of the roof) and the dragon’s head displays highly articulate handicraft beauty

14 UNESCO CITY OF DESIGN SEOUL Hwalot (Traditional clothing worn by royal women for ceremonial occasions or by commoner for wedding) ·Period: Passed on from clothing customs of Dang / Songi Dynasties. Then became Korean custom ·Purpose: One of forbidden clothing for commoners but it slowly became common and settled as a wedding ceremonial clothing for commoners. In modern weddings, it is worn as clothing for Paebaek (part of traditional wedding ceremony) • The marriage ceremonial clothing that has colorful embroidery art work in combination of 5 colors on a crimson colored silk utilized the entire surface of the dress as accessorial designing space and is recognized as highly unique fashion design that expressed the most patterns • The clothing expresses the men’s most basic and yet most important ceremony of marriage as a harmonization of Yin & Yang by expressing the principal of Yin & Yang through contrasting colors of crimson for the outside and blue for the inside of the clothing • The various patterns made with embroidery symbolizes longevity and good fortune

Hunminjeongeum ·Designation Number: National Treasure # 70 (designated on December 20, 1962) ·Period: Created in 1446 (28th Year of King Sejong) ·Category: Recorded Heritage / Written Record / Engraved Wooden Plate / Official Book • The characters are composed of module and system design and with its scientif order, it is recognized to be the most unique writing system in the world • Although it is based on phonetic symbols, it is the only writing system in the world to be categorized as the Feature System • The basic principal behind creation of Hangeul was yi 異( : different) min 憫( : compassion for common people) yeok (易: easy to use). • Designed as scientific and systematic characters based on the phonetic theories and principals obtained through the mechanisms of sound generation and five elements of the universe

Gyeomjae Eui’s View of Hanyang (former name of Seoul) ·Scenic View of Hanyang was drawn by Gyeomjae (1686~1759), a scenery water painter of the late Joseon Dynasty ·A drawn expression of scenery of the riverfront and cultural heritage • During the period when Joseon Neo-Confucianism was popular in the kingdom, there existed pride amongst Koreans that Korean culture was the most advanced in the world. Accordingly, the scenic views of Hanyang Seoul were also confidently believed to be the best and therefore mountains and river scenic drawings became a popular trend. • Today, even the traces of such graceful scenic sites are difficult to find but luckily, artists from Joseon Dynasty such as Gyeomjae have im- mortalized such beautiful sceneries to allow a glimpse of old Seoul’s breath taking natural sceneries • Gyeomjae was Korea’s first artist to capture nation’s natural sceneries, which was excluded from the mainstream for social perception by the general public and for historical reasons. • It is a invaluable asset that clearly displays the scenery of Hanyang Seoul at the time seen through the eyes and minds of Gyeomjae

Official Uniform Breast Patch ·A symbolic patch accessory worn on the chest and back of official uniforms Kings, Princes, and civil and military officials ·It was first implemented during the King Danjong Era with recommendation by Seong-ji Yang, a senior official at the time • Although it’s the icon of political position and system, it self holds the characteristics of accessory and symbolism • The circular shape of the covering signifies the heaven and the square shaped breast patch signifies the land • The crane, symbolizing solitude was used for breast patch design for civil officials and a tiger, symbolizing courage was used for breast patch design for military officials • The breast patch has a deep meaning of to hold the mentality of serving the people close to heart

Design Seoul Report 15 Namsan Bongsudae · Communication System during Joseon Dynasty · Designation Number: Commemorative Artifact of Seoul Metropolitan City #14 (designated on September 20, 1993)·Period: Created during the Joseon Dynasty ·Size: 237.27m² , 5 Annals • Holds high design asset value as the origin of communication system • Representative example of communication that holds scientific achievement combined with design • The exterior is similar to the shape of Hangari (traditional large jar), a superb example of the amicable beauty, which is the representative characteristics of Korean handicraft art

Daehak-ro · 79-1 Jongno 5-ga, Jongno-gu, Seoul · 1.55km street that stretches from the Jongno 5-ga intersection to 132 Hyehwa-dong, Hyehwa- dong rotary · The uniqueness of the district was enhanced and recreated as the street of cultural art and named as Daehak-ro on May of 1985 • It holds geographical significance as the place that started the location for education as a result of the Jwacheongryong (good fortune location accordance with the principles of Pungsujiri (a geomantic theory of good fortune based on geographic surroundings, also known by its Chinese name “feng-shui’) being positioned at the foot of the Naksan • A in which young generation interacts with modern architectural structures, education facilities, concert halls, and other cultural advancements

Dongnimmun (Independence Gate) · A gate once stood in Gyeobuk-dong, Jongno-gu, Seoul but relocated to current location in 1979 · Designation Number: Historical Land- mark # 32 (designated on January 21, 1963) · Period: 1896 · Size: Current area 2,640m² • A commemorative structure that symbolizes the independence and self-strengthening movement by the people after the Gapohgyeo- ngjang (independence movement). It was first built over the land where the Youngeunmun, which was the diplomatic symbol that welcomed the Chinese emissary, was demolished • Exterior design left the former stone columns of the Youngeunmun and Western exterior design was applied to show the acceptance of western culture while displaying firm determination mentality

Seoul Station · Designation Number: Historical Landmark # 284 · Period: Construction begun on June 1, 1922 and completed on September 30, 1925 · Architect: Tsikamoto Yasusi (Professor of Tokyo University) • The structural was made with eclectic Renaissance architectural design with Byzantine dome roof, the eclecticism style, which was popular in the West during 18th Century, has no precedence style and origin of which country it was started • From historical perspective, it is the oldest train station that still stands in Korea

Ginko Tree · Symbolic tree of Seoul (designated on April 3, 1971) · Makes up about 42.2% of trees on the sidewalks of Seoul • Seoul has designated the Ginko Tree as the symbolic tree of the city on April 3, 1971 and the try signifies the infinite growth of the Capital City of Seoul • The tree has strong ability to purify air and longevity. Currently, the Ginko trees occupy about 42.2% of all the trees on the sidewalks of Seoul • It is also widely known as the symbolic tree for Confucianism since it is known that Confucius taught his pupils under the shades of Ginko trees

16 UNESCO CITY OF DESIGN SEOUL Madeup (Knot) · A method of tying rope in various shapes · Applied in various activities of life including Royal Weddings, interior decoration, traditional musical instrument ornament, Hanbok decoration, and traditional ornaments · Expresses various traditional patterns of Korea including chrysanthemum, ume, dangcho, and wanja in 3 dimension • It is a representative accessory that displays the Korea’s nobility culture • The knotting methodology with its logic and system is based on philosophical values • The diversities of significances shown among the knots are superbly expressed • The knot captures the wisdom and acutely artistic qualities of Korean women. It is women’s life design that sheds glimpse on high quality lives of ancient Koreans.

Myeong-dong · Area: 0.9km² · Population: 2,986 (as of 2000) · A administrative dong situated in Jung-gu, Seoul • Symbol of popular commercial district that holds the story of Seoul’s modernization process • Abundant with historical stories of commercial, cultural, and politic contents • Center of finance, trend leading district of Gangbuk, and a place that overflows with public senses

Myeong-dong Catholic Cathedral · Designation Number: Historical Landmark # 258 (designated on November 22, 1977) · Period: Construction begun on August 5, 1892 and completed on May 29, 1898 · Structure: Brick structure (red and grey bricks) · Size/Style: 1 basement floor and 1 ground floor, Area: 1,453m²; Gothic style architecture · Architect: (Father Coste / Korean name: Father Eui-wun Ko) • The most magnificent Western style building currently standing in Korea and has high significance in Korea’s architectural history • The architectural style of Myeong-dong Catholic Cathedral is recognized as a cornerstone that set the precedence in construction of future churches and Catholic cathedral in Korea

Bosingak (Belfry) · Belfry that told time during the Joseon Dynasty · Designation Number: Commemorative Artifact of Seoul Metropolitan City # 10 (designated on November 10, 1997) · Location: 102 Jongno 2-ga, Jongno-gu, Seoul • Bosingak is the pavilion situated in the heart of Jongno • It’s a location that hosts annual new year’s festival that declares the arrival of the New Year. Bosingak maintains the design sustainability and public popularity since the Joseon Dynasty as its role of belfry • The stepped floor pavilion with red columns holds high value in architectural beauty as well as design values

Donggualdo (Map of East Palace) · Designation Number: National Treasure # 249 (designated on August 1, 1989) · It is the map that shows detailed structural positioning of Donggual (Changdeok Palace and Gyeongbuk Palace) hand drawn by the official artists of the late Joseon Dynast • The map holds significant value in design of space perception by through its superb expression of both the aerial and surface view simultaneously • The entire view of the Donggual was expressed through aerial view as if flying over the area while showing the overall surface posi- tions of the structures and landscapes through trajectory line view points

Design Seoul Report 17 Suseon Jeondo (Map of Seoul) · Suseon Jeondo: The map of Seoul created between the years of 1824~1834, (the Engraved Wooden Plate of Suseon Jeondo: Treasure # 853, Stored at the Korea University Museum) • Among the wood engraved maps created during the Joseon Dynasty, the Suseon Jeondo displays the most outstanding qualities not only in its exactness, precision, and size, but holds high values as an useful asset from information design perspective • The Daedongyeo Map is evaluated to be the most scientific map of Joseon Dynasty and unlike the Western maps, it did not display the land formation and height with a contour lines but processed the mountain ranges and flow of river with graphics, allowing anyone to interpret the map easily

Itaewon · District of Hangangro in Yongsan-gu · Designated as the Special Tourism District in 1997 • The area launched a new transformation efforts to become the Diverse Global Cultural Exchange Market as it entered into the new Millennium through active support by the government • It is recognized as a shopping district for the trend setters where people can experience the global culture • It is being developed as a unique global district in Korea

Joseon Wooden Furniture · Period: Joseon Dynasty · Material: lumbers from tomentosa, elm, pine, and ginko trees · Category: Doors, windows, closets, chest, vanity, desks, drawls, etc. • The wooden furniture during the Joseon Dynasty, in which the living space for women and men were strictly segregated, possessed diverse shape and functions per each space • The natural beauty that expressed the textures and natural colors of the tree, and its functionalities were maximized while capturing the geometric beauty that excluded the ornamental elements, created generous and comfortable atmosphere of the space are the attractiveness of the Joseon wooden furniture design • Original design asset that captures time surpassing beauty and is also useful for the development of modern furniture design

Topgol Park · Designation Number: Historical Landmark # 354; Wongak Sabi: Treasure # 3; Wongok Saji 10 Story Stone Pagoda: National Treasure # 2; Eight Sided Pavilion: Tangible Cultural Asset #73 · Area: 15,720m² • It is a philosophical and valuable space in which the peaceful mind of the people that loves gentleness and peace as well as non-vio- lence mentality lives on. • It was the place where the first Declaration of Independence speech was presented on March 1, 1919 and where cheers for the independence started. It is a place with rich history of Korean people’s independence mentality

Pyeonghwa (Peace) Gate · Location: Seonlin Commemorative Park within the Olympic Park in Bangi-dong, Songpa-gu, Seoul · Architect: Jung-eup Kim • Symbolic structure erected in Seonlin Commemorative Park within the Olympic Park to forever commemorate the ‘88 Seoul Olympic Games • It is a design that attempted to create natural merging of traditional architecture with modern architecture while maximizing the concept of a gate

18 UNESCO CITY OF DESIGN SEOUL 88 Seoul Olympic Games Main Stadium · Opened in September of 1984 · Category: Multi-Sports Complex · Size: 132,232m² (approximately 40,000 pyong), 2 floor structure · Max Occupency: 100,000 · Location: Jamsil 1-dong, Songpa-gu, Seoul • The 88 Seoul Olympic Games Main Stadium holds significances with its unique architectural style that expresses the historical and cultural characteristics of Seoul and as a place that successfully held the Olympic Games Superb system design • The Main Stadium designed as in a traditional Korean pottery shape became the landmark of Seoul • The shape, material, colorations, and image is displays the sentimental image of Calm Morning Nation and dynamics of modern day sports competitions

Gyeonghuigung (Palace) · Designation Number: Historical Landmark # 271 (designated on August 16, 1980) · Period: Construction begun in 1617 (9th Year of King Gwanghaegun of Joseon Dynasty) and completed in 1620 (12th Year of King Gwanghaegun of Joseon Dynasty); renamed in 1760 (36th Year of King Youngjo of Joseon Dynasty) • The Seogwol, which was demolished as a result of the robbery of national rights, was renovated to today’s appearance • The positioning of the palace is uniquely different from the Gyeongbokgung or the Changdeokgung • It holds the sorrow of the history in which the majority of the royal palace artifacts were either removed or changed during the Japa- nese occupation period

Royal Court Cuisine · Important Intangible Cultural Asset # 38 (designated on December 30, 1970) · The 1st Chef to be Certified: Hee-soon Han, the last Chief Royal Chef of the Joseon Dynasty • Since history, the ceremonial practice were considered to be important and accordingly, many forms of food are also passed down through generation. Particularly, the food served in the royal court and its ceremonial practice were very diverse to the extent that it would represent Korean food • It is recorded in Jinyeoneuigwae (royal records) and other records and various writings and passed on through generations

So Namu (Pine Tree) · Also known as Sol, Sol Tree, and So-ori Tree · Category: Gymnosperm plant; Genus: Pinus • Since history, the tree has high materialistic and mental influences in Korean people’s lives • The tree displays mystical phenomenon that displays unwavering allegiance and steadiness • The tree itself projects beautiful form and possesses symbolic characteristics and has been used as the most commonly used element in the field of art in Korea

Sumunjang (Gatekeeper) Changing of the Guards Ceremony · The Sumunjang Guards was first established in 1469 and was transformed to modern day ceremonial practice in 1894 • Like the European Changing of the Guards, which was the model for the Sumunjang, it was changed not focusing on the traditional ways but to the necessity of modern days • Since 1996, Seoul has consulted experts and recreated the Sumunjang Changing of the Guards Ceremony

Design Seoul Report 19 General Information of Design Design Institutes and Organizations

Cultural Infrastructure

Design Infrastructure

Design Industry

Expansion of Design Culture

Design Education Design Institutes and Organizations

Seoul is the capital city of Korea and is also the social, economic and cultural center of the country. This means that Seoul is also the heart of nation’s design. Approximately 73% of Korean designers are concentrated in Seoul. Necessities for design in Seoul ranges from various IT related devices, digital home appliances, and automotive industry to various cultural and economic activities to serve over 10 million residents in the City.

An estimation of over 170,000 jobs are created within the design industry alone. Per industry, there are 57,625 designers in manufacturing and design-consultancy, 50,126 in fashion, 7,123 in advertising, 7,347 in architecture, 12,234 in game design, 28,236 in digital contents development and 9,300 in other sectors. This is about 4.5% of the entire working population in Seoul (The net number of total jobs created in the city’s economy: 3.843 million).

The number of working population in Seoul has remained consistent for the last five years, but the number of professional designers working for design-consultancy has increased from 5,538 people in 1,092 businesses in 2001 to 7,445 people in 1,499 businesses as of December 2005. These figures tell us that Seoul’s industry structure is changing and the design service has positioned itself as an important industrial force in Seoul. Even within the design community in Seoul, there is diversity. These designers include those focusing only in their field of specialties and others who freely undertakes various fields of design projects. There also are designers who work with scenarios to contribute to the policy development of the Central and local governments. Many of them are also active in international settings. There are hundreds of outstanding design-consultancy groups that demonstrate creativity and innovation in various design activities. In addition, numerous organizations are also present to protect the rights of the designers and related companies, and also to inspire innovative design activities.

22 UNESCO CITY OF DESIGN SEOUL Design Industry Related Institutes Most of the design related projects of the Seoul Metropolitan Government, including design industry fostering projects, cultural industry fostering projects, and the urban design development projects, are managed by the Seoul Design Headquarters.

Seoul Design Headquarters http://design.seoul.go.kr

The Seoul Design Headquarters was established on May of 2007, as the exclusive administrative organization in charge of Seoul’s design, to lead a drastic paradigm transformation of public design policies and to create city brand that will be well received by the international community through various urban design enhancement projects. Established under the theme of the 21st Century is the Generation of Design in which senses are Commercialized, the Seoul Design Headquarters has set forth Soft Seoul as the Design Seoul’s vision. To achieve the visions Soft Seoul, the following are set as 4 core objectives: green city maximizing heavenly bestowed natural beauty; elegant cultural city is vibrant with perpetual history and traditional culture; dynamic and high-tech city fully utilizing one of the world’s most advanced IT infrastructures; and knowledge based global city based on ten million citizens with high level of education. Seoul is pursuing various projects based on such core objectives.

The Seoul Design Headquarters, which is the implementation and management arm of the city’s urban design policies, has established the following as its key implementation strategies: Airy Design Seoul – for creating comfortable and generous public space and designing less crowded, high efficient public facilities; Integrated Design Seoul – for establishing integrated urban design implementation system; Collaborative Design Seoul – for pursuing participating and experiencing design projects by forming partnership among the citizens, experts, and administrative officials; and finally, Sustainable Design Seoul – for achieving natural and human friendly, future oriented flexible and sustainable that can be measured and evaluated. As of January 2009, the Seoul Design Headquarter is organized with 1 Department Director, 1 Assistant Department Director, 1 Strat- egy Team, 4 Project Management Teams, and 1 Implementation Team. After 1 year of preparation efforts, the effects of project implementation started to visualize commencing on the 2nd half of 2008 with successful projects including the Seoul Design Olympiad as well as the Seoul Font and Signage Beautification Project.

Major Projects

Developed Framework Plan for Establish effective implementation strategies for the scenic landscape development by setting the basic plans Seoul Scenic Landscape for systematic scenery management and by establishing urban scenery management plan. Developed framework plan for the Launched to give Namsan a complete facelift with implementation of cultural and art related contents and Namsan Renaissance Project create symbolic image that is Uniquely Namsan by introducing new transportation methods and improving accessibility. Urban Gallery Project Improve the life qualities of the people of Seoul by elevating sentimental satisfaction rate through improvement in accessibility to arts by general public.

Design Seoul Report 23 Design Seoul Street Beautification Transform the streets of Seoul into a place where the culture and communication factors are merged and Project people’s daily lives are harmoniously coexisting with the region’s culture by comprehensively redesigning all the composing elements of the street. Cooperative project with international Established the Lighting Urban Community International (LUCI) and through participating in the organiza- cities in lighting sector tion’s activities, Seoul’s night scenery was upgraded by cooperating with other cities’ and learning through their accumulated experience in lightings and festivals best practices and applied to the night scenery infrastructure development project. Seoul Design Olympiad (SDO) Expresses the Seoul’s determination and vision to create design as a daily value that is widely present in our daily lives and to challenge towards the 21st Century design concept based on the challenging mentality of Olympic Games. Seoul Symbol, Seoul Color, Designation and promotion of icon, mascot, and color system that symbolizes Seoul and font that represents Seoul Seoul Font Seoul Night Scenery Upgrade Plan Plan will be established to systematically and effectively manage the night scenery of Seoul and provide the beautiful night scenery to the people of Seoul as well as build the Seoul night scenery landmark Hangang public park district, private buildings, and Seoul Fortress. Design Enhancement of Retaining Create new possibilities by applying public art design to major elements that damaged urban beauty. Walls / Soundproof Walls Image Enhancement Project for The natural resource recycling facilities are recognized as abhorrent facilities by the people. Image design will Natural Resource Recycling Facilities be provided to transform the facilities into a place that is loved by the people and place that can coexist with the people. Standard Design Manual for Seoul’s Unify design by applying standard design. Implemented to achieve integrated installation of existing street Information Signs lights and to minimize the approval process. Create a manual to form Airy and Integrated Design Seoul.

Design Policies of the Seoul Design Headquarters Design Seoul Guideline Public Buildings, Public Space and The Design Seoul Guideline, established to create unified image of Seoul’s public space, will be applied from Public Facilities the initial planning stage by the relative institutes and Seoul’s public design. Public Visual Media Establish information system that actualized the public visual media with functionality, efficiency, as well as wide distribution, and has considered the most efficient and optimized way of delivering information centered on public’s perspective Outdoor Signage Achieve orderliness between the structure and sign, installation reasonability, pedestrian view oriented readability, harmonization with its surrounding environment as well as with buildings and structures of signs through minimization of quantity, size, and amount of information. Sign Design Develop sign design development principals, sign design configuration factors, sign design per business type, design per sign type, sign application guideline per building type, and sign application per administrative district. Organization of Signs to Improve the On January 12, 2007, Seoul has declared a City without Administrative Banner Signs. Seoul has launched an Quality of Signs initiative to expand streets without administrative banner sign campaign and to create streets without illegal movable signs.

24 UNESCO CITY OF DESIGN SEOUL Public Design Enhancement Establish Standard Design for To create Uniquely Seoul brand values and provide easy access to public facilities by the public design contest Public Design will be held for city residents and invitational artists on design for public facilities and its outcome will be exhibited to create a foundation for urban design improvement. Subway Environment Design The environment and management status of existing subway stations will be inspected and analyzed and Upgrade Total Design enhancement plan will be established per each facility of each station to improve the subway environment that is convenient and comfortable to use by the public. Merging and Closing Administrative With regards to the merging and closing of Seoul’s administrative dong offices as well as with function dong Offices and Remodeling reorganization guideline, the Master Planner System, which takes the role of supervision, planning, and coor- Community Centers dination of public design system will be utilized. In addition, the Seoul Design Commission will be conferred to obtain advises for providing design support for remodeling the administrative dong offices.

Review of Art Accessories Objective To review the appropriateness of the art accessories installed in preset scale of buildings in terms of their artistic value, public appropriateness and price to ultimately contribute to the Seoul citizens’ life quality through promotion of traditional cultural art and urban environment enhancement. Sector Artistic environment sculptures, sculptures in public lands, wall paintings in companies, and various genres of art works.

Design Commission & Forums Seoul Design Commission The Seoul Design Commission was established to ensure efforts are placed in developing urban image by transferring the focus of the significance of a facility to its surrounding environment and to review and advice the city in creating an urban environment that can haul Seoul’s brand image by transforming the existing independent and individual image into more original and integrated image. Design Seoul Forum Established to expand common mindedness on Seoul’s design policies and to obtain advises for improving design related policies through discussion and cooperation on Seoul’s design policies and implementation projects.

Design Seoul Report 25 Korea Institute of Design Promotion http://kidp.or.kr

The KIDP was established on May of 1970 in pursuant to the Industrial Design Promotion Act with the objective of promoting development of design and to conduct projects for promoting design to strengthen competitiveness of Korean design industry and to improve the quality of life of the nation’s citizens. KIDP seeks to acquire design infrastructure for strengthening the competitiveness of Korean industries and meet the design infrastructure needs in the 21st Century, in which information and culture will be the center, and establish the international design hub for advancing Korea’s design by enhancing international image of Design Korea by implementing the roles of design infrastructure institute.

Primary Functions · Design development support for improving products’ competitiveness and increased value · Promotion and exhibition activities for improving design awareness and for marketing developed products · Informatization projects for developing industrial design information infrastructure · Training programs for fostering outstanding designers and re-educating designers · International exchange and collaboration for entry into 21st Century’s design advanced nation · Government consigned projects pertaining to industrial design

Location & Size · Location: 344-1 Yatap 1-dong, Bundang-gu, Seongnam-si, Gyeonggi-do · Size: Land area of 10,705.80m² (3,238.50 pyong) / Floor area of 46,945.90m² (4 basement floors and 8 above ground floors)

Projects & Activities · Training and Education support (e-Design Academy, Design Experience Center) _ Training support with the world’s first design methods and specialized education curriculum _ Specialized education support with programs such as Techno Design, Product, Web, Character, Coloration, and Venture Management _ Install certification programs certified by government ministries including the Ministry of Information and Communication and the Ministry of Labor _ Provide basic design education for general public as well as elementary, middle and high school students and stimulate their interest in design · Provide design information (Design Information Center, Design Information Library) _ Provide comprehensive information through the international design portal website, designdb.com _ Provide information on design development DB, contents, legalities, and international trends _ Provide access to Korean and international periodical publications, specialized magazines and video data pertaining to design · Marketing support (design exhibition hall, design convention hall, and promotional exhibition center) _ Support for communal exhibition booth for outstanding design development product and permanent exhibition booth _ Support for new product announcement, contest exhibition, seminars, and workshops _ Promotional support for outstanding design product through information network

26 UNESCO CITY OF DESIGN SEOUL · Design management support (KIDP, design incubator) _ Cooperative participation in central and district government’s public design development projects (consortium) _ Participation in KIDP design promotion projects and support for small and medium businesses’ design development activities _ Policy, capital, and management support for newly established design and venture companies _ Support for design development needed companies that conduct businesses which are relative to KIDP projects

Korea Creative Content Agency http://www.kocc a.or.kr

The Korea Creative Content Agency (henceforth the Agency) is a public institute established on August of 2001 in pursuant to the Ar- ticle 31 of the Framework Act on Promoting Cultural Industries to effectively support the advancement of Korea’s cultural industries. The objective of the Agency is to become one of top 5 cultural contents production nation in the world by developing comprehensive support system for fostering cultural contents industries and to advance the nation as the creative cultural contents power nation through exporting of cultural contents.

Primary Functions · Policy development for promoting cultural contents industries · Implement industry professional fostering projects · Support cultural contents development projects and entry of international markets by Korean cultural contents businesses · Investment and loan support program to stimulate investments and support to promote distribution of cultural contents · Cultural source digital contents development project for proliferation of cultural contents creative elements

Location · 641-2 KOCCA Building, Yeoksam-dong, Gangnam-gu, Seoul (KOCCA) · 908-28 Buyoung Green 2-Cha B1F, Mok-dong, Yangcheon-gu, Seoul (Cultural Contents Production Support Center)

Projects & Activities · Support for exporting cultural contents · Support for promotion of cartoons, animation and character industries · Fostering music industry _ Establishment and operation of Korea Music Data Center (KMDC) _ Hold Music Showcase to proliferate Hnaryu (popular Korean contents) _ Support for fostering music contents for export _ Support for fostering Indy Label

Design Seoul Report 27 · Digital Contents _Edutainment Competition _Support for producing outstanding edutainment pilot programs _Creating ubiquitous contents and seminar for promoting distribution _Global Mobile Contents Award · Fostering Industry Professionals _Comprehensive cultural contents H/R information system _Operate Cultural Contents Academy and support education institutes · Cultural Source _Develop comprehensive archive system for cultural source contents _Marketing activities utilizing cultural source creative elements _Development and utilization of contents developed from cultural source of traditional cultural assets possessed by cultural institutes · Development of CT technology

28 UNESCO CITY OF DESIGN SEOUL Design Institutes of Seoul Metropolitan City

Seoul Metropolitan Government has been making continuous investments to strategically foster the design industry and such efforts are shown through the actively implemented projects by the city’s design institutes. Seoul has established the Seoul Design Founda- tion, Seoul Design Center and the Seoul Business Agency and is providing support to the design industry through these institutes. In addition, Seoul is also making direct and indirect efforts through the Seoul Policy Development Research Center, Seoul Cultural Foundation and the Seoul Women’s Foundation to promote design industries and for the proliferation of the design culture.

Seoul Design Foundation The Seoul Design Foundation is a specialized organization for providing comprehensive and systematic support that will realistically contribute towards fostering competitiveness in Seoul’s design industry. Based on its professionalism and efficiency, the foundation is in charge of developing programs, building system, and collecting data to ensure that the Dongdaemun Design Plaza & Park (DDP) can take off without any troubles with the opening of its doors at the end of 2011. The foundation has established cooperative network with domestic and international leading designers, organizations, and industry professionals and has been implementing diverse exchange and cooperative projects. The Seoul Design Foundation’s efforts in collecting and managing the latest design trend related information from numerous countries throughout the world and its research efforts are published and distributed to domestic design companies. The Seoul Design Foundation is also a cooperative partner in hosting various city policy projects including the 2010 WDC Project and the Seoul Design Olympiad. The Seoul Design Foundation is responsible for being the core infrastructure to the city’s efforts in strengthening design capacity and the organization will contribute greatly towards elevating Korea’s design competitiveness to one of top 5 leading design nation in the world within the next 5 years.

Major Projects

Develop Creativity Management System ˙ Develop effective management System ˙ Formation of creative organization culture ˙ Promote socially responsible corporate management mind Contents & Program Planning per DDP Facility ˙ Strategy for the contents of the future design exhibition center ˙ Strategy for wall side exhibition center ˙ Strategy for contents of design experience centers and museums ˙ Analysis on the DDP economic and commercial feasibility Strategy for Contents of DDP Information System ˙ Strategy for contents of interactive design information platform ˙ Strategy for contents of design experience centers and provisioning learning opportunities ˙ Strategy for the Design Silk Road and for the World Design Map ˙ Strategy for design knowledge based management contents ˙ Strategy for interactive design business system DDP Promotion and Marketing ˙ Operation of the DDP Promotion Center ˙ Participate in Korean and international design exhibitions ˙ Establish design industry network

Design Seoul Report 29 Seoul Design Center http://seouldesigncenter.com The Seoul Design Center is a design promotion agency of the Metropolitan City of Seoul established to acquire organic support system for design related infrastructures and to develop sustainable design promotion system. The Seoul Design Center’s objective is to strengthen the competitive edge of the small and medium businesses¡¯ products through design and to contribute towards creation of high value in design related sectors.

Major Projects Design Development Support Project · Development support for small and medium sized businesses and support for developing Uniquely Seoul products · On-site designer support system · Professional designer support group · Design consultation center Design Research Projects · Policy research · Publication of Design Seoul Who’s Who Design Education Projects · Design education for the public sector · On-site oriented design education curriculum (seminars and workshops) · Design Trend Report (Forum) Design Culture Project · International exchange

Seoul Business Agency The Seoul Business Agency (SBA) was established in 1998 to acquire professionalism and efficiency by the small and medium sized businesses in Seoul. The agency seeks to strengthen the competitiveness in technology, management and human resource of the small and medium sized businesses through comprehensive and systematic support projects and achieve citywide balanced development through such efforts. The ultimate objective of the SBA is to strengthen the competitiveness of Seoul. The SBA provides support for and fosters core projects for new growth engine and promotes opening of new businesses. The organization also supports domestic and international marketing activities to establish new sales channels as well as support for attracting foreign investments for small and medium sized businesses.

Major Projects Foster and Support Uniquely Seoul Strategic Foster and support Seoul’s fashion and animation industries as well as industry-university Projects cooperative projects and operates specialized Seoul tourism marketing group Marketing Support for Establishing New Domestic Operates SETEC, participates and holds domestic exhibitions and conventions, and runs and International Sales Channels for Small and exhibition sales market for small and medium sized businesses Medium Sized Businesses Implementation of Hi Seoul Brand Projects Support for Promoting New Business Ventures Operates New Technology Business Opening Center, Venture Town, and training program for opening new specialized business Support for International Trade and for Attracting Support projects for entering into foreign markets and management efficiency for export com- Foreign Investments panies, and operates the Seoul Foreigners Support Center, as well as the Peking-Seoul Trade Center and the Digital Media City (DMC) Promotion Center

30 UNESCO CITY OF DESIGN SEOUL Fashion Design Center The Fashion Design Center was established within the SBA to foster the fashion industry. The center is responsible for the Fashion Week and implements the policies for fostering professionals in fashion industry and fashion design support projects.

Major Projects Support to Stimulate Fashion Industry Directly contribute to the creation of actual value through support for trades including product sales consulting and establishing new export channels and through establishment of sales exhibition market · Host Seoul Fashion Week · Support for fashion events of private organizations · Support projects for fashion and cultural businesses such as Dongdaemun · Export consultation, e-biz, and other marketing supports for fashion related businesses · Online marketing support for designers with potentials · Operate purchase information center for foreigners in Dongdaemun Fashion Industry Marketing Support Participate in international exhibitions and fashion shows to promote excellence of Korean fashion products and professionals and ultimately, establish new sales channels and elevate international recognition of Korea’s fashion industry · Support for participating in leading international fashion exhibitions (France, USA, China, Hong Kong, etc) · Support for individual participation in international fashion exhibitions · Support for participation in international collections · Operate international exhibition sales market · Send teams to establish Hanryu (popular Korean products) market Develop Fashion Industry Infrastructure and Implement on-the-job oriented training program to elevate professionalism of Korea’s fashion Foster Industry Professionals industry professionals as well as to strengthen their competitive edge · Hold Seoul Modelist Contest · Hold fashion collection for new designers · Establish network with international professionals in fashion industry · Fashion related on-the-job oriented training Fashion Design Planning and Development Analyze the world’s fashion trend and identify the market conditions as well as consumer Support characteristics and provide support for establishing strategy in line with the brand concept per sector and for developing corresponding design and pattern production · Support for design planning · Operate design planning department · Operate pattern production department Provide Fashion Industry Specialized Information Utilize diverse medium and provide specialized knowledge to lead in the rapidly changing global fashion industry · Provide online information · Operate specialized fashion portal website (www.sfc.seoul.kr) · Publish specialized fashion industry magazine (e-Fashion Focus) · Operate information center

Design Seoul Report 31 Design Cluster Seoul has established a support center for implementing organization, vitalization and marketing support for the design cluster developed in 2008 in Gangnam and Mapo districts where the design related companies are concentrated in. The Design Cluster will become the information hub for design companies. Seoul seeks to provide increased business opportunities and enhance the economic effects of design specializing companies by establishing regional network. In addition, design contest will be held for city residents and invitational artists as well on design for public facilities that is easily accessible by the public and its outcome will be exhibited to create a foundation for urban design improvement that is cooperatively conducted to create value.

Seoul Animation Center The Seoul Animation Center, established on May of 1999 to foster and provide comprehensive support for cartoon animation industry, implements diverse projects such as education programs for fostering professionals in cartoon animation industry, identifying new artists, creation and production support, animation film festivals, relative events and exhibition, and operation of information center to expand the horizon of the contents industry.

Major Projects Production Support Support for producing outstanding and creative animation Support for animation free production Support for scenario production Support for short animation film production Support for genre cartoon production Digital cartoon contest Operate creativity support center Marketing Support Participate in international specialized markets and hold export road shows Support for participating in leading international animation festivals Participate in Korean and international game shows and hold business consultation meetings Hold mobile game contests Operate the SICAF Promotion Plan, Korea’s only cartoon and animation program market Cultural Contents Fund A matching fund for project financing focused on animation, game, video, and other cultural contents industry related businesses Academy Support development of online education contents Specialized training for cultural contents Education for broadening the cultural contents horizon Facility Operation and Information Operate library and video center Provisioning Service Operate Seoul Animation Cinema Hold exhibitions and operation exhibition center Provide online information and support

32 UNESCO CITY OF DESIGN SEOUL Seoul Policy Development Research Center http://sdi.re.kr, http://seoul.rnbd.re.kr The Seoul Policy Development Research Center conducts diverse policy related research as the policy research institute for the Seoul Metropolitan Government. The center conducts various research projects related to the cultural and design industries. Particularly, its subsidiary organization, the Industry-University-Research Institute Support Center, pursues diverse design related research projects through Seoul’s Industry-University-Research Institute Project.

Seoul Design Foundation http://sfac.or.kr/ The Seoul Design Foundation is a non-profit organization established to improve the quality of life of the people of Seoul and to elevate the city’s competitive edge through culture and arts. The foundation conducts projects for creating culture and art creativity environment as well as for proliferating cultural service that promotes participation by the citizens, and projects for strengthening Seoul’s cultural competitive edge and for establishing cultural promotion foundation center of Seoul. Notably, the foundation implements various projects pertaining to urban design.

Seoul Women’s Foundation http://www.seoulwomen.or.kr/index.jsp The Seoul Women’s Foundation was established on January 2002 through investment by the Seoul Metropolitan City. It is a non-profit organization established to promote participation of women in economic and social activities as well as for proliferation of gender equality culture. Since its establishment, the foundation has been implementing various projects. Particularly, the foundation is making efforts in creating jobs and job training for women resources through policy research and through women’s advancement center. The foundation also pursues various design related job training programs.

Design Seoul Report 33 Professional Design Organizations and Academic Groups The total number of design related organizations and academic groups currently register in the Design DB of Korea Institute of Design Promo- tion (KIDP) amounts to 136. Most of these organizations and groups are conducting various activities centered in Seoul and outside of Seoul they are active in Gwangju and Busan. The sectors of these organizations and groups are categorized as follows: Product Design (18); Visual Design (65) Fashion & Textile Design (15); Industrial Arts (21); Multimedia Design (29); Web Design (9); and Environment Design and Architec- ture (14). Among these, the leading organizations and academic groups that are active in Seoul are as detailed below.

Design Organizations

Korea Federation of Design Association http://www.kfda.or.kr The Korea Federation of Design Association (KFDA) seeks to establish design identity of Korea as well as place cooperative efforts in promoting Korea’s design in international design community while focusing on providing suggestions and advices for the development and promotion of balanced and realistic design policies. KFDA’s long term objective is to establish cornerstone for the advancement of design education and accordingly, conduct systematic research for such advancement. The organization was established on April 21, 1995.

Korea Association of Industrial Designers http://www.kaid.or.kr Initially, the Korea Association of Industrial Designers (KAID) was founded to enlightening people in terms of design and held design contests, member exhibitions, and summer school programs to introduce the role and possibilities of design to both the society and the industry. In 1993, KAID joined the International Societies of Industrial Design (Icsid) to enhance its recognition in the international community and open up new channel for international exchange. In 2001, KAID cooperatively hosted the Icsid 2001 Seoul, with KIDP. The original organization was established in 1972 and reorganized as the Korea Association of Industrial Designers in 1993.

Visual Information Design Association of Korea http://www.vidak.or.kr The Visual Information Design Association of Korea (VIDAK) was established to protect the rights of its members as well as all visual designers throughout Korea. VIDAK provides support for information exchange for design promotion, globalization, and networking to contribute towards enhancement of competitive edge of Korean industries as well as to the advancement of design culture. VIDAK was established in 1994.

Korea Society of Interior Architects/Designers http://www.kosid.or.kr The Korea Society of Interior Architects/Designers (KOSID) is a non-profit organization established as a subsidiary institute of the Ministry of Construction and Transportation by professional designers of life environment. The objective of KOSID is to promote advancement of interior architects and designers’ capacity as well as cooperative relationship and international networking to contribute to the advancement of Korea’s interior architectural culture and ultimately, improve the quality of people’s living environment. KOSID was established in 1979.

34 UNESCO CITY OF DESIGN SEOUL Korea Institute of Architects http://www.kia.or.kr The Korea Institute of Architects (KIA) is the leading architecture civic organization of architects who are making efforts to create truly worthy architectural structures in today’s generation in Korea and is making diverse efforts to proactively contribute towards creation of architectural culture by elevating the recognition of architects. To achieve its objective, KIA continuously pursues architectural events, training, publishes promotional materials as well as international information exchange and archives achievements and organizes history for the advancement of architecture and to establish architecture as one of the leading roles in Korea’s culture. KIA was established in 1957.

Korea Design Firms Association http://www.kadfa.or.kr The Korea Design Firms Association (KADFA) was established to improve capacities and creative thinking of its member companies through information exchange and cooperation and contribute to advancement of Korea’s industries and economy as well as to the balanced development of the nation. KADFA was established in 1994.

Korea Character Business Association http://www.character.or.kr The Korea Character Business Association (KOCA) exerts efforts to firmly establish the character business system including character design development, product manufacturing, distribution, and licensing through promoting cooperation amongst its member companies and information sharing and leads in efforts to create high value by exploring new international sales channels. KOCA was established in 2000.

Communication Design Association of Korea http://www.cdak.or.kr The 21st Century emphasizes the importance in design policy and design that applies creative communication utilized as a national growth strategy. Today, Korea’s design must take initiative to pioneer the global culture and the international design cultural exchange must surpass simple concept of materialistic means but form more advanced design culture in broader perspective of life. The Com- munication Design Association of Korea (CDAK) seeks to lead in such roles and at the same time, elevate the recognition of Korea’s design culture through international exchange activities and build communication design related information infrastructure. CDAK was established in 1999.

Korea Jewelry Design Association http://www.koreajewelrydesign.com/ The Korea Jewelry Design Association (KJDA) provides support to creative activities of its member companies and exerts efforts to improve quality of jewelry design development related commercial products. KJDA also contributes to the advancement of Korea’s precious metal and gemstone industries and assists businesses’ international exchange efforts. In addition, the association also seeks to protect the rights of its member companies. KJDA was established in 1993.

Design Seoul Report 35 Korea Package Design Association http://www.kpda.or.kr The Korea Package Design Association (KPDA) is Korea’s only package design organization. KPDA is organized by designers of the industry with objective of informing the importance of package design to companies and the public while exploring the underdevel- oped fields of design for Korean companies to identify and promote highly competitive product of Korean companies in both Korean and international markets. The association also seeks to identify the capabilities of designers to pursue such objectives. KPDA was established in 1978.

Korea Textile Design Association http://www.ktda.or.kr The Korea Textile Design Association (KTDA) was established to improve the abilities of Korean designers to achieve advancement of textile design required in the textile industry through active cooperation with the necessities of advancement of nation’s industrial development. In addition, KTDA seeks to take on the leading role in textile industry by developing and fostering outstanding design through organic cooperation between industry and universities as well as through international exchange and contribute towards the economic advancement of Korea and increased export sales and ultimately, achieve more abundant lifestyle for mankind. KTDA was established in 1992.

Illustrators Association of Korea http://www.kia1983.or.kr The Illustrators Association of Korea (KSIR) has played a leading role in advancing illustration as one of the main sector within the design industry. KSIR has contributed to the advancement of Korea’s illustration industry by hosting member exhibitions and illustration competitions and is making efforts to discover new young talents. KSIR was established in 1983.

Korea Society of Experimentation in Contemporary Design http://www.kecd.org The Korea Society of Experimentation in Contemporary Design (KECD) is a graphic design organization. Its objective is to contribute to design development through newer and more experimental creations. The Seoul and Asia Graphic Poster Triennale, which has been held since 1991 for growth through friendship and networking, has attracted interest and participation by many talented designers from 7 nations in Asia. KECD was established in 1969.

Korea Color Research Institute http://www.kcri.or.kr The Korea Color Research Institute (KCRI) has made diverse efforts for the advancement of Korea’s color culture through basic research and through practical application coloration projects in education, environment and culture. KCRI will continuously pursue such projects and through will continue to implement support projects through distribution and financial support by Color Bank Communication Co., Ltd. KCRI was established in 1986.

Korea Brand Management Association http://www.brands.or.kr The Korea Brand Management Association (KBMA) was established to create brand value, enhance brand value management, foster brand specialists, and conduct brand research through cooperative efforts and knowledge and experience exchange amongst the members and ultimately, contribute towards the advancement of Korea’s industries and improve the nation’s competitive edge. KBMA was established in 2006.

36 UNESCO CITY OF DESIGN SEOUL The Council of Korean Character Designers http://www.kocda.org The Council of Korean Character Designers (KOCDA) was established to actively contribute to the promotion of Korea’s industries, particularly the character industries, through transformation of public’s awareness of the character industry and to improve the rights of its members through information exchange and creative research activities among its members. KOCDA was established in 1997.

Korea Branding Association http://www.koreabrand.org The Korea Branding Association (KBA) is a non-profit organization exerts diverse efforts in developing strategy and technology in brand marketing, brand culture, e-brand, branding and design, brand valuation, brand management, and brand consulting through cooperation with government agencies and private corporations. KBA also implements diverse projects for fostering Korea’s brand into an international brand and to compete with global brands as well as to develop a foundation for Korea’s brands to establish solid footing as world’s top intellectual property. KBA was established in 1999.

Korea Display Association http://www.kodia.org The Korea Display Association (KODIA) was established to build academic and information system for Korea’s display industry and to foster human resource to contribute towards the advancement of the industry as well as the society. The association also seeks to improve general conditions of academics, welfare, and rights for improved working environment for the industry professionals. KODIA was established in 1995.

Korea Packaging Association http://www.kopa.or.kr The Korea Packaging Association (KOPA) is a largest government accredited private organization in Korea. Since its establishment on December of 1991, KOPA has lead diverse initiatives for the mutual prosperity of its member companies. It is dedicated to help packaging design professionals to grow in global environment and achieve success in advanced packaging culture and to transfer successful packaging culture to the next generation. KOPA was established in 1991.

Korea Association of Professional Packaging Engineer http://kappe.or.kr The Korea Association of Professional Packaging Engineer (KAPPE) was established for the advancement of packaging engineer’s capabilities as well as improvement and preservation of their recognition, and enhancement of packaging technology. The association also seeks to contribute towards the technological advancement of Korea’s packaging industry through enhancement of packaging engineers’ capabilities and through exchange with international packaging technologies. KAPPE was established in 2004.

Korea Gift Wrapping Association http://www.kgwa.or.kr The Korea Gift Wrapping Association (KGWA) seeks to surpass the general concept of gift wrapping and contribute to the advancement of the sector as a specialized field that creates increased value by introducing and developing gift wrapping technologies. The association also seeks to expand and develop the ribbon craft field, which is closely related with the gift wrapping sector, into a specialized field through continuous research and development efforts. KGWA was established in 1998.

Design Seoul Report 37 Korea Craft Council http://www.craftkorea.org The Korea Craft Council (KCC) was established to firmly establish the craft culture in today’s generation based on the magnificent craft culture heritage passed on from ancestors. The KCC seeks to review craft art from both quantitative and qualitative perspective and continue to exert efforts to improve the qualitative side and establish itself as an organization that contributes towards the advancement in recognition of Korea’s culture. KCC was established in 1973.

Public Design Association of Korea http://pdak.co.kr/ The Public Design Association of Korea (PDAK) was established to contribute towards general benefits of the public. It is a gathering of professionals who are practicing in the field of public design. PDAK takes on the role of planning, producing, installing and distributing public design and promotes creation and advancement of public design related academic exchange and public design culture. The association also seeks to contribute to the nation and the community and promote friendship among its members.

Korea Outdoor Advertising Association http://www.koaa.or.kr/ The Korea Outdoor Advertising Association (KOAA) was established to create beautiful urban environment as well as to contribute towards the advancement of outdoor advertising culture through preservation and protection of rights and recognition of outdoor advertising companies and their employees, compliance with outdoor advertising related laws and regulations, and through qualitative enhancement of the advertisement materials. KOAA was established in 1972.

38 UNESCO CITY OF DESIGN SEOUL Design Academic Groups

Society for Art Education of Korea http://www.saek.or.kr/ The Society for Art Education of Korea (SAEK) is Korea’s largest academic society established for conducting academic research in overall plastic arts education that includes painting, sculpture, design, crafts, calligraphy, photography, cartoon animation, material, coloration, early childhood and children’s arts, and physical arts.

Korea Society of Color Studies http://www.color.or.kr/ The Korea Society of Color Studies (KSCS) aims to enhance the nation’s competitiveness by contributing to the creation of culture and advancement of industries and promotes the advancement of overall sectors of color application through research on coloration theory and application. In addition, the society also seeks to contribute to the fostering professionals in the color field by establishing substantiality in color studies and increase the quality of life through distribution of color knowledge and promote friendly relationship as well as information exchange among members.

Korea Society of Fashion Design http://www.ksfd.co.kr The Korea Society of Fashion Design aims to establish solid recognition of fashion design as a practical field of academics through initiating cooperative projects between the universities and the industry and present design ideas through domestic and international meetings as well as to host contests to seek out new designers. KSFD also makes efforts in developing various online Korean fashion design educational programs using the rapidly advancing information and telecommunication technology. Through such programs, the society seeks to provide re-education opportunities to the industry and expand the exchange activities amongst domestic and international programs that may lead to new activities between industry and universities. KSFD was established in 2001.

Korean Society of Information Design http://www.infodesign.or.kr The Korean Society of Information Design (KSID) is a research organization for elevating the quality and advancing the research environment. The society conducts diverse research activities in information design and exerts efforts to present changing information technology and various research methodologies from new perspective. KSID was established in 2001.

Korean Society of Design Science http://www.design-science.or.kr The Korean Society of Design Science (KSDS) aims to establish recognition of design science through theoretical and practical research activities in all fields of design and promote active information exchange among the members to respond to the globalization era and to contribute to the society through participation in international academic forums and conferences. KSDS was originally established in 1978 and reorganized in 1994.

Design Seoul Report 39 Korea Society of Packaging Science Technology http://www.kopast.or.kr The Korea Society of Packaging Science Technology (KOPAST) exerts continuous efforts for the advancement of the packaging science and in line with such efforts, the society hosts annual general assembly and Autumn Conference to share industry interests and help resolve the industry related issues. In addition, the KOPAST is actively participating in projects to enhance the packaging competitiveness of Korea through participation and cooperation in various projects including the Packaging Technology Guideline Publication Project and Packaging Technology Training Project.

Korea Advertising Society http://www.koads.or.kr/ The Korea Advertising Society (KAS) aims to establish new paradigm in the advertisement science field by proliferating the advertisement related fields and hosts debate meetings for presenting ideas to currently faced issues and specialized seminars to strengthen the society. KAS also contributes in promoting school education and on-the-job re-training by attracting various advertisement education programs.

Korea Society of Public Design http://www.publicdesign.or.kr/ The Korea Society of Public Design (KSPD) was established in 2005 with the objective of reorganizing the significance of design through new interpretation and approach, to conduct research on restoring the cultural value and public friendliness in design, and to implement design to enhance the quality of life.

The Korean Institute of Cultural Architecture http://www.kicaspace.com/ The Korean Institute of Cultural Architecture (KICA) was first established as the Korean Institute of Museum Architecture and has made diverse contribution to the industry through hosting of academic competitions, publication of thesis, undertaking academic research projects, developing programs, advancement of museum architecture through on-site visitation research in Korea and overseas, and promoting information exchange among the experts, professors, and relative professionals in similar field.

Architectural Institute of Korea http://www.aik.or.kr/ The Architectural Institute of Korea (AIK) introduced the advanced academic curriculum and established the academic system by forming strong academic relationship among relative institutes (organizations) from government, industry, universities, and research centers. AIK has placed efforts in conducting in depth research activities and development and distribution in future oriented core technologies. In addition, to meet the supply and demand of the rapidly changing society’s needs, AIK has made significant contribution for the improvement in architectural education and in pursuing policy development efforts for the construction industry to take on the central role in the economy. Further, AIK has actively implemented international academic exchange to position itself as a recognized institute in the global community and the AIK’s various publications for the advancement of architectural culture is evaluated to be one of major achievements of Korea’s Architectural Institute of Korea.

Korean Institute of Interior Design http://www.kiid.or.kr/ The Korean Institute of Interior Design (KIID) was established to conduct research on academic, arts and technology related to interior design to improve the professionalism of space culture and to contribute to the society by promoting friendship and exchange among the members.

40 UNESCO CITY OF DESIGN SEOUL The Korean Society of Fashion Business http://www.fashionfabi.co.kr The Korean Society of Fashion Business (KSFB) was established to conduct fashion business research in connection with the actual fashion business. To facilitate such efforts, KSFB engages in activities to foster industry professionals together with industry, university, and research institutes. In addition, the society conducts cooperative research and investigation activities with Korean and international fashion business related universities and industry to promote international exchange. Through such efforts, KSFB aims to contribute to the advancement of fashion related curriculum and culture and foster industry professionals as well as to globalization of Korea’s fashion industry.

The Korean Society of Cartoon & Animation Studies http://www.koscas.or.kr The Korean Society of Cartoon & Animation Studies (KOSCAS) was established to conduct academic research for promotion of electronic games, cartoons, animation related industry, and multimedia contents industry based on published comics and animations as well as to present investigative research results, support distribution, and to promote friendship among its members.

Korea Game Society http://www.kcgs.or.kr/ The Korea Game Society (KGS) was established with the objective of enhancing the international competitiveness of Korea’s game production technology through research on theory of game production and academic research on the relative technology and to promote academic exchange, both domestically and internationally, of game production technology.

Korean Society of Exhibition design Studies http://www.koses.org The Korean Society of Exhibition design Studies (KOSES) was established to contribute towards qualitative advancement and strengthening of competitiveness of Korea’s exhibition culture through advancement of implementation of curriculum that organizes the concept of exhibition studies and integrates the exhibition related fields and through exchange and cooperation of its members.

Design Seoul Report 41 Cultural Infrastructure

Seoul has a grand vision of becoming a New Creative City and a Design City. If the culture and art of Seoul are expressed through varieties of designs, then such designs will have the identity of Seoul. The needs for artistic creativeness is combined with the needs of industries. Such is the necessity of design to create new competitive edge and enhanced value. Design helps to magnify the cultural value of Seoul. It will change the everyday joy of viewing beautiful buildings and unique scenery of Seoul, while increasing economic benefits.

Seoul is undertaking various efforts to turn the City into a place where a variety of cultural events and festivals open, the traditional culture remains, and cultural exchange is actively pursued. The purpose is to provide citizens of Seoul with the enjoyment of City’s culture and art, and perform a wide range of creative activities in each genre.

Seoul has 83 museums, 26 art galleries, 62 libraries, 223 picture galleries, 501 performance halls, 13 literary centers, 32 culture centers, 29 culture promotion facilities, and 18 foreign culture institutes.

Seoul is well equipped with infrastructures for international meetings and conventions. With such infrastructures, Seoul ranked 9th among global cities in hosting international conventions in 2005. Seoul has various plans to actively expand cultural infrastructures, including performance halls for Korean traditional music.

42 UNESCO CITY OF DESIGN SEOUL Representatives

National Museum of Korea www.museum.go.kr The National Museum of Korea is recognized as the central museum of Korea. The fact that more than 100,000 people attended in three days after being relocated to Yongsan in 2005, supported by total attendance of over 1.33 million people with an average attendance of 26,000 people per day in 2006 is irrefutable proof to such claim. This museum is not just a simple facility for exhibition but it’s a cultural multi-complex that includes performance halls and exhibitions for children. It consists of history galleries such as , , , , an Archaeology Gallery, an Art Gallery, and a Donation Gallery, as well as variety of special exhibitions such as ‘Jung Hee, Kim: Scholar and Artist’ and ‘Rouvre Museum Exhibition.’ The National Museum of Korea is working on a variety of projects of foreign interchange as well as taking new analytical approaches to Archaeology such as and .

Leeum, Samsung Museum of Art www.leeum.org Leeum, Samsung Museum of Art, located at Hannam-dong, Yongsan-gu, Seoul, Korea, and opened on October 13th, 2004, is the largest private owned and operated art museum in Korea. This museum exhibits world-class works of art, which is included among the huge collection of approximately 15,000 art works owned by Samsung Group. You can view 24 national treasures and 41 treasures of Korea among 120 traditional Korean arts and work of famous painters such as Joong Seop, Lee, Soo Geun, Park, Nam Joon, Baek, and Andy Warhol, who is renowned even to general public. The museum exhibits Goryeo Celadon on the 4th floor, which is the top floor of Museum1. Old Arts Gallery, Chosun Porcelain, traditional Korean paintings and calligraphy, Buddhist arts, and metal handi- work are also on display.

Seoul Museum of Art www.seoulmoa.org The Seoul Museum of Art was relocated to 37, Seosomoon-dong, Jung-gu, Seoul, Korea, which was the old site of the Supreme Court, in May of 2002. This public museum of art improves cultural productivity by combining expertise with popularity, and provides the citizen of Seoul with rest, contemplation, refreshment, and reinvigoration. The recreated museum is divided into the exhibition complex and management complex. It consists of two underground floors and three ground floors. Six exhibition rooms in total including the Chun Kyung Ja Hall, art experience room, a visual information room, lecture rooms, a cafeteria, a museum shop entry to and from the exhibition complex, and the data room is located on the first floor of the management complex. The Seoul Museum of Art plans and runs a variety of exhibitions such as previously held Shagal Exhibition in 2004 (600,000 people attended) and the Picasso Exhibition in 2005 (380,000 people attended), in addition to the ‘Seoul International Media Art Biennale’ and ‘Seoul Forest Sculpture Exhibition.’

Design Seoul Report 43 Sejong Center http://www.sejongpac.or.kr/ The Sejong Center is a culture and arts center located on Sejong-ro, Jongro-gu, Seoul, and is a world-class performance hall that can accommodate the performances of varieties of genres, including classics. The Main Hall has 3,022 seats on its first, second, and third floors. It is the first culture and art center to be equipped with LCD monitors, situated on the first and second floors, which allows the audience to use video services to view subtitles on operas and information on performances.

Seoul Museum of History http://www.museum.seoul.kr/ The Seoul Museum of History organizes and exhibits the right history and traditional culture of Seoul to facilitate understanding of the city. It is Seoul’s representative culture oriented space that provides opportunities to experience the culture of Seoul to foreign visitors to the city. The 1st floor includes the Special Exhibition Hall, Exhibition Hall of Donated Collections, and the Museum Shop and the 3rd floor includes exhibition of the city displayed in 4 themes of the Old Seoul, People’s Lives, Culture, and Seoul’s Advancement. The effects of the exhibitions are heightened through the actual artifacts, models, dio-rama panel, and other diverse exhibition tools.

Seoul Arts Center http://www.sac.or.kr The Seoul Arts Center is the center of the culture and arts of Korea and the main cultural organization of Korea that has an opera house, a play house, a performance hall, an exhibition hall, and an exhibition room for calligraphy. The Center has excellent facilities and is recognized as one of the top 10 art centers in Korea. The Seoul Arts Center, which has opened a new chapter in the world of culture and arts, consists of sections dedicated to each art genre over a site of about 231,406m2, and implements a center for composite arts. Since the opening of General Culture Center in 1982, about 1,500 performances and exhibitions have been hosted and 2 million people have visited the Center each year.

The National Center for Korean Traditional Performing Arts http://www.ncktpa.go.kr/ This organization maintains, researches, and publicizes the traditional music of Korea that has been succeeded since the Shilla dynasty. It has a performance hall for Korean classical music and also holds exhibitions of Korean classical music. Recently, it has been equipped with a 3D room that shows 3D animation on Korean classical music, a singing room for Korean classical music, magic vision, and a room that allows you to learn and play Korean classical music through games and instruments. Anyone can enter this center for free. About 90 performances are performed at the center, and they include royal court music and dancing, poetic music, which was continued on by the Center, as well as popular arts such as Korean Samulnori, exorcism, fan dance, drum dance, ballad, and traditional Korean songs.

Museum of Contemporary Design http://www.designmuseum.or.kr/ The museum has collection of information pertaining to Korea’s first flag, first newspaper, and rare design traces from Japanese Oc- cupation Period. The museum also includes sentimental design periods from the difficult periods after the independence, as well as sweat soaked products from the depression era, and the first home appliances that brought hopes and dreams to better life in homes. In all, the museum allows the visitors to see 150 years of Korea’s design history.

44 UNESCO CITY OF DESIGN SEOUL List of Cultural Infrastructure

Museums & Galleries Name Date of Opening Possessed Materials for Registered Programs Materials Exhibition Materials Abraham Park Kenneth Vine Nov. 7th, 1998 1,700 http://www.apm.or.kr Art Center Nabi Dec. 20th, 2000 451 113 Seminars, Special Exhibitions and Project I http://www.nabi.or.kr Workshop Artsonjae Center Jul. 21st, 1993 113 http://www.artsonje.org Bank of Korea Museum Jun. 12th, 2001 8,900 Special Exhibitions http://museum.bok.or.kr (Ages and Coins) Bukchon Art Museum Jan. 11th, 2005 2,850 Understanding Old Documents and http://www.bukchonartmuseum.com Experiencing Traditional Korean Paper and Chinese Ink Chojun Textile & Quilt Art Museum Oct. 28th, 1998 1,513 Special Exhibition of 2004 Global Museum http://www.jculture.co.kr Championships, KTIN Invited Painter Exhibi- tion, and Preview Celebrating the Establish- ment of Cyber Museum Chungam Exhibition Hall Jan. 20th, 1999 137 210 Coreana Art & Culture Complex Nov. 20th, 2003 5,262 Academy http://www.spacec.co.kr Daelim Museum Nov. 26th, 1996 314 314 http://www.daelimmuseum.org

Dankook University Nov. 3rd, 1967 22,229 1,282 19,265 Traditional Korean Costume Course, Regular Joo-seon Seok Museum Presentations of Research Academic Semi- http://museum.dankook.ac.kr nars and Special Exhibitions Diplomatic History Museum Feb. of 1993 400 170 404 Dongduk Women’s University May 27th, 1977 1,403 1,006 Women’s Studies Museum http://museum.dongduk.ac.kr Dongguk University Museum Sept. 1st, 1963 1,567 Special Exhibition of Donated Relics http://www.dongguk.edu Celebrating the 98th Anniversary of Estab- lishment Dosan Ahn Changho Memorial Nov. 9th, 1998 17,510 Experience Learning by Elementary, Middle, Foundation and High School Students, Description of http://www.ahnchangho.or.kr Impressions of Memorial Hall, Impressions of Biographies, and Presentation of Reports by the Dosan Ahn Chang Ho Society Ewha Women’s University Museum 1935 24,529 Breaths of Houses, Textures of Houses, http://museum.ewha.ac.kr Planning and Working on the Moon-viewing of Mt. Wolchool in Youngam, Chinese Pottery Club, and Internship

Design Seoul Report 45 Name Date of Opening Possessed Materials for Registered Programs Materials Exhibition Materials Ewha Womans University Nov. 20th, 1969 204,645 Natural History Class, Field Learning, Special Natural History of Museum Exhibition of “Promise of Life-Seeds” http://nhm.ewha.ac.kr Tea Cult Class, Charm, Rubbed Copy of Gahoe Museum Oct. of 2002 1,600 Korean Tiles, Special Exhibition of Folktales, http://www.gahoemuseum.org and Prize Winners of Children Folktale Sketching Contest Gyunghee Palace Branch of Jul. of 2003 the Seoul Museum of Art http://seoulmoa.org Hanmi Foundation of Arts and Jun. 15th, 2002 7,752 Subject to 328 Meetings with Authors and Lectures by Culture Change at Each Invited Authors http://www.photomuseum.or.kr Exhibition Han Sang Soo Embroidery Museum Sept. 28th, 2005 159 Hanwon Museum Dec. 16th, 1993 359 Heojun Museum Mar. 23rd, 2005 469 Huh Joon Culture Class, Huh Joon Museum, http://www.heojun.seoul.kr and Dorst Education Hongik University Museum Feb. of 1967 3,495 280 Art Exhibitions http://www.hongik.ac.kr Horim Museum Oct. 20th, 1982 11,100 437 10,705 Special Exhibitions http://www.horimmuseum.org Hwajeong Museum Sept. 16th, 1999 6,370 5,711 Special Exhibitions http://www.hjmuseum.or.kr Ilmin Museum of Art Dec. 19th, 1996 669 337 Lecture on Aesthetics http://www.ilmin.org ImageRoot Art Museum Nov. 14th, 2000 275 54 100 Juvenile Education and Monthly Lectures http://www.imageroot.co.kr Jiguchon Museum Dec. 23rd, 1997 26,000 1,630 Exhibitions, Special Exhibitions, http://jiguchonmuseum.org Cultural Inquiry into the World, Experience Learning KEPCO Electricity Museum Aug. 10th, 2001 4,783 http://www.kepco.co.kr/museum Keumho Museum Nov. 9th, 1996 1,295 4 Culture and Art Academy http://www.kimhomuseum.com Kimchi Field Museum May 3rd, 1987 730 710 222 Special Exhibitions, Publication http://www.kimchimuseum.or.kr of Collections of Leaned Papers on Kimchi, and Tour to Remote Kimchi Factories Kim Koo Museum &Library Dec. 22nd, 2002 551 Experiencing Historic Characters (Sum- http://www.kimkoomuseum.org mer Vacation) and Experience Learning Programs Konkuk University Museum Mar. 1st, 1963 4,848 Cultural Lectures and Cultural Relics http://museum.konkuk.ac.kr Exploration Korea Army Museum May 1st, 1983 11,622 http://museum.kma.ac.kr Korea Camera Museum Oct. 4th, 2000 13,500 World History Camera Exhibition http://www.kcpm.or.kr and Special Exhibition of Leica Cameras Korea Furniture Museum 140 Korea Museum of Modern Costume

46 UNESCO CITY OF DESIGN SEOUL Name Date of Opening Possessed Materials for Registered Programs Materials Exhibition Materials Korea University Museum 1934 121,999 http://kunuseum.dorea.ac.kr Korean Cake and Kitchen Utensil Jan. 19th, 2002 2,000 Vacation Along with Korean Cakes, Gaesung Museum Cakes, Korean Crackers Exhibition, Kimchi, http://www.tkmuseum.or.kr and Fermentation Science in the World Korean Customs Museum May 3rd, 1987 Special Exhibition Commemorating http://www.kimchmuseum.or.kr IOCM Korean Magazine Museum Dec. 1st, 1992 8,600 120 http://www.kmpa.or.kr Korean Photo Exhibition Hall Sept. 1998 2,185 2004 Seoul Video Biennale Kukmin University Museum Jul. 5th, 1973 15,538 Signature of the Chosun Dynasty http://museum.kukmin.ac.kr Kyung Hee University Museum of Jun. 13th, 1978 11,141 Guide Gallery and Campus Ecology Inquiry Natural History Environment Class http://nhm.khu.ac.kr Kyungwoon Museum Apr. 15th, 2003 2,000 Exhibition of Paintings by Sung-sook Choi, http://www.kwmuseum.org Fish Drawing Leeum, Samsung Museum of Art Oct. 13th, 2004 Permanent 123 Contest at Gyeonggi Girls’ High School http://www.leeum.org Exhibition: Overview, Photo Exhibition Replacement and Exhibition of Art Collection Lock Museum Nov. 1st, 2003 4,000 1,000 Smithy Exhibition, International http://www.lockmuseum.org Rock Exhibition, and Cyber Exhibitions Lotte World Folk Museum Jan. 4th, 1989 275 Special Performance on New Year’s Day, http://www.lotteworld.com Special Exhibition of Large Buddhist Images, Wooden Sculpture Exhibition of “Dharma Image”, Experience Exhibition of Buddhist Culture, and Musical for Children Milal Museum of Art Mar. 16th, 1999 884 40 128 Learning Calligraphy http://www.mfm.or.kr Moonshin Museum at Sookmyung May 10th, 2004 1,026 Meetings with Authors Womans University http://www.moonshin.or.kr Museum of Korean Buddhist Art Jul. 21st, 1993 6,500 300 World of Buddhism in Anyang Rock, Wish http://www.buddhistmuseum.co.kr and Dreams of People in Anyang Rock Museum of Korea Straw and Plants Mar. 25th, 1993 8,157 Materials about Indigenous Straw Culture School, Indig- Handicraft Indigenous enous Straw Culture Exhibition, and Growth http://www.zipul.com Straw of Korea National Folk Museum of Korea Feb. 17th, 1993 70,921 2,178 Special Exhibitions: http://www.nfm.go.kr 5 times, Social Education National Museum of Korea Dec. 12th, 1996 151,916 4,768 151,916 18 programs including the Museum http://www.museum.go.kr Classroom for Children National Post Gallery Dec. 4th, 1972 396 National Science Museum Apr. 7th, 1990 http://www.science.go.kr Nonghyup Museum Nov. 18th, 1987 4,934 457 http://museum.nonghyup.com

Design Seoul Report 47 Name Date of Opening Possessed Materials for Registered Programs Materials Exhibition Materials Onggi Folk Museum Apr. 1st, 1991 5,020 Pottery Making Class for Children, http://www.ongginmuseum.org Folktale Class, Tea Cult Class, Special Lectures on Vacations, Special Exhibitions Celebrating ICOM, and Special Exhibition of Paintings of Many Colors and Design Police Museum Nov. 8th, 1995 1,676 http://www.smpa.go.kr POSCO Museum Feb. 13th, 1998 616 202 Art Exhibition http://www.posco.co.kr Post Museum May. 1st, 1985 280,000 http://www.postmuseum.go.kr Presseum-Newspaper Museum Dec. 15th, 2000 6,000 Newspaper Exhibition, Experience in Korea Class, Saturday Game Class, Special Exhibi- http://www.pressum.or.kr tions, Photo Contest, Museum Tour, Making Newspaper Presseum-Newspaper Museum in Dec. 15th, 2000 1,960 1,200 100 Special Exhibitions and Daily Education Korea under the Supervision Programs of Donga Ilbo http://www.presseum.org Railroad Museum 1994 144 653 Royal Museum Dec. 23rd, 1992 24,640 Palace Culture Center for Adolescents, http://www.royalmuseum.go.kr Lecture for Court Culture, Special Exhibitions of ‘Ten Objects for Eternal Youth’ and ‘Ances- tral Shrine for Royal Family’ Samseong Museum of Publishing Jun. 29th, 1990 210,000 1,500 Special Exhibition of Old Prints, Exhibition of http://www.ssmop.org Regained Books, and Lecture on the Historic Book on the Three Kingdoms Samsung Children’s Museum May 5th, 1995 113 Youngyoo Play School, Friday Art School, http://www.samsungkids.org Science Class, Photo Class, Quiz School, and Art School for Children Sangmyung University Museum Jul. of 1995 6,142 http://www.miseum.smu.ac.kr Savina Museum Jul. 16th, 2002 236 53 147 Lunch Program http://www.savinamuseum.com Sejong University Museum May 5th, 1973 2,992 Exhibitions of Wooden Furniture and Tools http://acachne.sejong.ac.kr/museum Seodaemun Museum of Natural Jul. 10th, 2003 9,405 Museum Class, Experience Class, Group History Class, and Special Exhibitions http://namu.sdm.go.kr Seodaemun Prison History Hall Nov. 5th, 1998 176 Special Exhibition of Martyred Patriots at the http://www.sscmc.or.kr Seodaemun Prison Seongshin Womans University Sept. 1st, 1966 2,436 Maps, Drawing Maps, and Aroma of Museum Woonjung http://museum.sengshin.ac.kr Seoul Arts Center Oct. 17th, 1990 572 Special Exhibitions, Seminars, http://www.sac.or.kr and Workshops

48 UNESCO CITY OF DESIGN SEOUL Name Date of Opening Possessed Materials for Registered Programs Materials Exhibition Materials Seoul Arts Center Calligraphy Feb. 15th, 1988 1,318 238 Description of Exhibitions and Membership Gallery Lectures http://www.sac.or.kr Seoul Arts Center Hangaram Design Nov. 11th, 1999 430 Design School for Children and Workshop Museum on Design http://www.designgallery.or.kr Seoul Design Museum Jan. 31st, 1994 189 Seoul Education Museum Jun. 15th, 1995 12,742 32 Lecture on Chinese Characters, One-day http://www.edumuseum.seoul.kr 350 Museum Class, Exhibitions of Educational Photographs, and Special Exhibitions Seoul Main Customs Aug. 30th, 2000 11,000 http://seoul.customs.go.kr Seoul Museum of Art Aug. 19th, 1988 1,812 Lectures for Children, Docent Programs http://seoulmoa.org Seoul Museum of History May 21st, 2002 30,571 Seoul History Museum University, Museum http://www.museum.seoul.kr Experience Class, Historical Exploration Class for Children, and Experiencing Tradi- tional Culture Seoul Olympic Museum May 1st, 2001 6,392 “Gi-jung Sohn, Perennial Marathon Runner” http://www.seouloympic.mu- Exhibition seum.com Seoul University Museum Oct. 15th, 1946 7,048 Photo Exhibition of Glass Plates, Culture http://museum.sun,ac.kr Lectures on Wednesdays, and Movies (Cult http://www.snum.org Movies and Rhythm and Body) Shinhan Museum Mar. 26th, 1997 2,917 Special Exhibition of the National Debt Com- http://www.chohungmuseum.co.kr pensation Campaign, Economy Class for Children, and The 11th National Environment Photo Exhibition (Joheung Gallery 2) Soma Museum of Art Sept. 17th, 2004 310 213 Regular and Special Exhibitions, Arts Acad- http://www.somamuseum.org emy, and Special Lectures on Saturdays Sogang University Museum Feb. 2nd, 1974 1,650 Special Lectures and Inquiry into Cultural http://www.sogang.ac.kr/~sogmuse Relics Sookmyung Womans University Jun. 10th, 1971 7,230 Costume Exhibition of Prince Heungwan, Museum Accessory Exhibition of the Chosun Dynasty, http://museum.sookmyung.ac.kr Pottery of the Goryeo and Chosun Dynasties, and Special Exhibitions of New Construction and Relocation Sookmyung Women’s University May 11th, 2004 800 The Chung Young Yang Embroidery Museum http://museum.sookmyung.ac.kr South Seoul Branch of the Seoul Sept. 2nd, 2004 Museum of Art http://seoulmoa.org SPCSeoul History Museum Jun. 28th, 2004 1,376 Special Exhibition of Angels http://spcseail.or.kr

Design Seoul Report 49 Name Date of Opening Possessed Materials for Registered Programs Materials Exhibition Materials Sungkok Art Museum Feb. 26th, 1995 150 112 http://www.sunkokmuseum.com Sungkyunkwan University Museum Jun. 22nd, 1964 11,218 14th and 15th Special Exhibitions of “Pre- http://www.museum.skku.edu view of Korean Arts”, “Donation Exhibition of Professor Emeritus Yeon-chul Shin”, and Special Exhibition Celebrating Opening The Catholic University Museum of May of 1989 3,561 350 1,016 Planning and Exhibition of Holy Pictures the Liturgy http://museum.catholic.ac.kr The Central Museum of Kyung Hee Oct. 1st, 1955 6,370 Chungyang Culture Harmonized with Mt. University Chilgap, Cultural Heritage of Boeun, and http://museum.khu.ac.kr Special Exhibition of Korean Animal Figures The Chiwoo Craft Museum Oct. 8th, 2004 111 Workshops and Academic Seminars http://www.chiwoocraftmuseum.org The Korean Christian Museum at Oct. 10th, 1967 6,860 Under Soongsil University Construction http://www.museum.ssu.ac.kr The Museum of Korean Embroidery 1969 2,000 200 150 http://www.bojagii.com The Museum of Medicine Apr. 2nd, 1999 30,300 Medical Instrument Experience Class, http://www.medicalmuseum.org Resuscitation Practice, and Heart Class The War Memorial of Museum Jun. 10th, 1994 30,202 Special Exhibition of “Traditional Korean http://www.warmemo.co.kr Armors” Celebrating the 10th Anniversary of Establishment, Study and Training of Teach- ers, Drawing Contest, and Writing Tibet Museum Dec. 28th, 2001 1,265 “Dreams and Hopes to Children,” “Tibet http://www.tibetmuseum.co.kr Sketching Contest” (Education), and Special Exhibitions Ultra Architecture Museum Nov. 16th, 2001 17,149 Special Exhibitions, Plates for Children, http://www.ultramuseum.com One-day Museum School, and Travel of Korean Architecture University of Seoul Museum Sept. 4th, 1984 5,533 9th Special Exhibition, 1st, 2nd, and 3rd http://museum.uos.co.kr Cultural Relics Exploration (Deoksoo Palace, Gyeongbok Palace, and Suwon Hwasung), and Academic Symposiums Whanki Museum Nov. 15th, 1992 1,000 1,000 130 Book Art Painter Workshop, Mothers and http://www.whankimuseum.org Children Woljeon Museum Apr. 27th, 1991 1,532 Curios 140 http://www.woljeonmuseum.org Woonwoo Print Art Gallery Mar. 19th, 2002 114 Woori Bank Museum Jul. 20th, 2004 21,666 “Jewelry Box Making Your Dreams Come http://www.woorimuseum.com True-Savings Box”, National Children Art Contest Hosted by Woori Bank, and Exhibi- tion of Writings and Paintings World Jewellery Museum May 12th, 2003 901 1,000 http://www.wjmuseum.com

50 UNESCO CITY OF DESIGN SEOUL Name Date of Opening Possessed Materials for Registered Programs Materials Exhibition Materials Yonsei University Museum Mar. of 1924 146,263 7,849 Registration Culture Lectures and Special Lectures http://www.yonsei.ac.kr of Relics at Jeonsoojang Young-in Literary Museum Apr. 14th, 2001 20,000 1,000 Introductory Exhibition, Portraits Exhibition, www.youngin.org Photography Exhibition, Public Reading by Authors, and Lecture on Literature

Design Seoul Report 51 Libraries Seoul has 62 libraries, which are interconnected in the form of a network. They allow you to search data and materials in a variety of methods. The libraries have about 6 million books, 26,850 periodicals, and 457,248 visual aids.

Culture Center Seoul has 13 culture centers, which are facilities that can accommodate cultural and artistic performances and multi-functional performance halls where performance arts such as concerts, plays, operas, dancing, and musicals, exhibitions, events, and lectures can be performed.

Culture House Seoul has 32 culture houses, which are composite culture spaces that provide programs, knowledge, and information on culture and art so that local residents can understand, experience, and participate in culture in basic zones of life. Seoul has each of its 25 gus (administrative districts) have at least one culture house.

Culture Promotion Facilities Seoul has 29 culture distribution facilities for distributing and succeeding traditional Korean culture. The facilities are installed in gus. There are 24 culture institutes, which are facilities that play a role as the center of local cultural activities such as hosting culture lectures and events and collecting and maintaining folk historic materials, one traditional Korean music institute, which is an educational facility for the growth of traditional Korean music, and four education centers for publicizing local intangible cultural assets.

Theaters In Seoul, 359 movies were shown at 58 theaters and 360 screens including 114 Korean movies, 125 American moves, 12 Chinese movies, 58 European movies, 35 Japanese movies, and 20 movies imported from other countries in 2006. 50,550,391 audience saw movies in Seoul. Korean movies accounted for 60.4%, and foreign movies accounted for 39.4%.

Foreign Culture Centers Seoul has diverse foreign culture centers that allow you to learn and interact with foreign culture. It is doing many activities for the introduction of Korean culture to foreign countries and that of foreign culture to Korea.

Arab Culture Center http://www.jnilbo.com Israel Culture Center http://www.iscc.co.kr British Council http://www.bckorea.or.kr Istanbul Culture Center http://www.turkey.or.kr Canadian Education Centre Korea http://www.studycanada.ca Italian Cultural Institute http://www.italcult.or.kr China Culture Center in Seoul http://www.cccseoul.org Japan Culture Center http://www.kr.emb-japan.go.jp Esperanto Cultural Institute http://www.esperanto.co.kr Latin American Culture Center http://www.latina.or.kr French Cultural http://www.Nrance.or.kr Mexico Culture Center http://www.sre.gob.mx/corea Goethe Institute http://www.goethe.de/seoul Mongolia Ulaanbaatar Culture Promotion Center http://www.mongolcenter.org India Culture Center http://www.indembassy.or.kr Portugal Culture Center http://www.portugal.or.kr Islamic Cultural Research Institute http://www.koreaislam.org Russia Culture Center http://russiacenter.co.kr

52 UNESCO CITY OF DESIGN SEOUL Convention Infrastructure Seoul is making efforts to make basic facilities in connection with tourism and conventions in order to improve industrial capabilities with the goal of growing into one of top five cities in the convention industry by 2010. Based on the number of hosting conventions by each city announced by UIA, Seoul hosted 103 international conventions in 2005, and marked 9th in the world. It maintains its fame as one of the top 10 convention cities. As for facilities for international conventions by size in Seoul, Seoul accounts for 37% of domestic convention facilities. Seoul has 43 convention facilities including five facilities that allow for large-scale international conventions of more than 2,000 participants. Main convention facilities are as follows.

COEX(convention & exhibition) http://www.coex.co.kr

Special Features “Everything you need under one roof.” At the forefront of globalization, COEX offers spectacular facilities for conventions and exhibitions on a site that includes 225,000 square meters on eight floors, including four underground levels. This modern multi-complex includes a multi-functional Convention Hall, an ultra-modern Auditorium, a luxurious ASEM Hall, a newly renovated Jangbogo Hall, a Grand Ballroom and up to 95 meeting rooms for a wide variety of meetings and events. There are also the most technologi- cally innovative simultaneous interpretation system, world-class audio-visual equipment, state-of-the-art lighting and sound systems, and up-to-the minute information services. A variety of room sizes and flexible seating arrangements accommodate the scale and character of every event. Exhibition space covers 36,027 square meters and can be divided into as many as 12 smaller venues. COEX provides the floor space and versatility to accommodate any type of exhibitions and conferences.

Location Located in the integral part of the World Trade Center, Seoul, COEX is 60 minutes drive from Incheon International Airport and just 5 minutes walk from City Air Terminal.

Support Services • COEX provides efficient, comprehensive support for trade shows and conferences. The professionally staffed Convention Reserva- tion Office provides efficient administrative and communication support for exhibitors and convention participants. • Loading dock and freight ramps facilitate convenient off-loading and delivery of materials and merchandise directly to the exhibition and convention venues. • COEX also provides an advanced security system and experienced staff are on duty 24 hours a day. • The COEX Convention Center has been designed with IBS(Intelligent Building System) throughout the facility. Internet, telephone and other telecommunications can be installed immediately upon request.

Design Seoul Report 53 Professionalism and Experience COEX is the company specialized in international conferences and exhibitions which has held and managed numerous events successfully since its grand opening in 1979. Starting as a world-scale convention center in 2000, it has held about 100 international conventions up to 2004 including ASEM (Asia-Europe Meeting) in 2000, and is prepared to support more than 80 international conventions to be held in 2005 or thereafter, with its experience and know how.

Convenience & Entertainment Facilities • Best Business Environment Hub of trading and international business-World Trade Center in Seoul • Various Traditional & Cultural Experiences BeongEunSa (Temple), Seongjeon-Neung (Royal Tomb), Kimchi Museum, etc. • Pleasant Shopping Hyundai Department Store, Apgujeong-dong and Cheongdam-dong. • Exciting Leisure Spaces COEX Mall, Lotte World (Amusement Park), etc.

Accessibility & Convenient Transportation Transportation to Airports (COEX ↔ Incheon Int’l Airport & Gimpo Airport) • Distance from Incheon Int’l Airport to COEX: 66km (1 hour) • Limousine bus between Incheon Int’l Airport and COEX: 4ways (10-15 minute interval) • Subway between Gimpo Airport (Station) and COEX (Samsung Station): 1hour Surrounding Environment • Roads: Youngdong Road (14 lanes), Gangnam Road (10 lanes), Teheran Road (10 lanes) • Subway Lines: Subway lines No. 2 & No. 9 (to be completed in 2007) • State-of-the-art traffic information system

Exhibition Facility Asthe world-scale facilities for multi purposes including exhibition and other events, it is composed of 4 exhibition halls-Pacific Hall, Atlantic Hall, Indian Hall and Convention Hall, which can be used by different sizes depending on the scale of each event.

54 UNESCO CITY OF DESIGN SEOUL aT Center(agro-trade & exhibition center) http://www.atcenter.co.kr

Special Features The aT center, Agro-Trade & Exhibition Center, Seoul, grandly opened in October 2002 is an exhibition and convention center that can host highly advanced exhibitions and international conferences. Equipped with up-to-date technology and systems, exhibition hall and conference room provides perfect services for successful business. Also to lead the global market of the Korean agricultural products, Agro-trade information center, Office building, and Export Publicity Pavilion give the active one-stop service for supporting successful export by gathering overseas market data, consulting and business with overseas buyers, and the standing exhibition of promising Korean Products.

Location aT Center is located in Yangjae, Seoul, an optimal and strategic spot for business. It takes about 80 minutes from Inchoen Interna- tional Airport.

63 Building http://www.63city.co.kr

Special Features Located on Yeouido Island, Korea’s “Manhattan,” the 63 Building towers 264 meters, with 60 stories above ground and 3 underground levels. Dramatically set beside Seoul’s graceful Han River, the 63 Building is a glittering, gold-windowed masterpiece with gently uplifting lines. The inside of the 63 Building is just as breathtaking, with its fabulous selection of excellent dining and recreational facilities. It’s rated among the top 8 tourist spots in Seoul by the Seoul city government and is a place that will leave you with a world of wonderful memories. The 63 Building also boasts an artistic international convention center, which is annexed to its main tower. This large, ultra-modern hall offers sophisticated and flexible facilities for your maximum convenience.

Location On the island of Yeouido, the 63 Building stands soaring up into the sky of Seoul. It is strategically located close to the central business districts, Incheon International Airport, the financial centers, National Assembly and broadcasting stations. 63 Building also provides easy access to Seoul’s major thoroughfares and substantial parking lot. It is approximately 30 minutes from COEX convention & exhibition center by car. With nearby subway lines 1 and 5 and access to the Mapo, Sogang, and Wonhyo Bridges, plus Olympic Expressway and Gangbyeon Expressway, all parts of Seoul are in easy reach.

Design Seoul Report 55 Seoul Arts Center http://www.sac.or.kr

Special Features The Seoul Arts Center is a natural cultural park and a multi-disciplinary arts complex composed of Opera House, Music house, Seoul Calligraphy Art Museum, Hangaram Art Museum, Design Art Museum, Arts library, Hill Stage and an outdoor area for cultural events. The Conference Hall on the 4th floor of the Seoul Calligraphy Art Museum, the Hill Stage and other areas can be effectively used for opening and closing ceremonies of your convention and conference.

Location Situated near Seoul’s southern boundary, the Seoul Arts Center is 30 minutes from downtown Seoul and 20 minutes from COEX convention & exhibition center by car. It is 10 minutes walk from the Nambu Terminal Subway Station on Line No. 3. The Shuttle service is available as far as the Seoul Arts Center, three times, before and after performances.

SETEC(seoul trade exhibition center) http://www.setec.or.kr

Special Features SETEC, a one-stop exhibition complex with 10,000 square meters of overall floor space seated on a site of almost 32,000 square meters, is capable of holding exhibitions of virtually any kind all year round regardless of weather conditions.

Location SETEC is located in ‘Gangnam’ District, Seoul’s national and international business center, rendering it readily accessible from anywhere in the metropolitan area via Hangyoul Station on Line 3 of the Subway System.

56 UNESCO CITY OF DESIGN SEOUL SOSFO(seoul olympic sports promotion foundation) http://www.sosfo.or.kr

Special Features Olympic Park has been established for the memories of the successful Seoul Olympic Games in 1988, the 24th Olympiad. Olympic Park covers 1.5 million square meters of its own vast area and strives to preserve the historic “MongChon Fortress” and “MongChon Moat” in its beautiful surroundings as well as to construct world-class Olympic venues with various functions. 6 Main Stadiums which were used for the 1988 Seoul Olympic Games, are now use as sites of sports events and activities. Especially the Velodrome is the most popular spot for the Green Sports and Cycle Racing which creates a crowd of people. Along with such activities the Olympic Park also boasts an extensive grass field, Music Fountain at 88 Lake Side Stage and “Baik Nam Jun Laser Art Shows,” as well as one of the five outstanding Sculptures Park created, and other world famous artists including Cesar (France), Staccioli (Italy), Oppenheim (U.S.A), Shin Gu (Japan), Wang Tae Ping (China), with the total number of sculptures numbering 204, from around the world. All the Events and Facilities are open for all citizens with no charge.

Location Located in southeastern part of Seoul, it takes about 50 minutes from the Seoul Metropolitan City Hall. From the airport: Incheon International Airport Limousine Bus departing at 15 minutes intervals will drop you off in front of the Olympic Parktel Hotel and the one-way trip takes about one and a half hours without traffic. By Private Car: Take riverside highway or 88 highway up to the Olympic Grand Bridge. Right after you cross over the bridge, take a right turn at the first cross section and get ready to take a U-turn on the following cross section, and enter through either Olympic Center Main Entrance or Olympic Parktel Entrance. There are two buildings, one is the Seoul Olympic Parktel and the other one is the Olympic Center & Olympic Museum. By Subway: Subway Line #8 train, get off at Mongchon-Toseong Station (exit #1), walk up to 3 minutes. Subway Line #2 train, get off at Sungnae Station, transfer to a public bus for the Olympic Center or walk up to 15 minutes.

Design Seoul Report 57 Design Infrastructure

The Seoul Metropolitan City possesses various design infrastructures including design industry related government agency, institute and facilities.

There are total of 8 Design Innovation Centers (DIC) in Seoul. The DIC (includes the Design Specialization Center) is an organization established through collaborative efforts by the Ministry of Commerce, Industry and Energy and the Korea Institute of Design Promotion. The center, through cooperation with the Industrial Building Foundation, implements wide range of projects related to the design infrastructure. In addition, the City of Seoul operates numerous design research institutes that are connected to industry and education institutes and all these institutes are conducting various design related research projects. In Seoul, there are 83 museums and 26 art centers. Among them, 2 are specialized design museums and 16 includes design related exhibition or art centers.

58 UNESCO CITY OF DESIGN SEOUL Design Innovation Centers

Organization Name Main Activities Brand Management Center Design innovation center by the Korea Productivity Center http://www.branddb.or.kr • Research and presentation of National Brand Competitiveness Index (NBCI) • Operation of database on the integrated brand information network • Self-diagnostics of brand management • Brand consulting • Brand education Brand Management Institute Design innovation center by the Institute for Industrial Policy Studies http://www.bmi.ne.kr • Cultivation of brand specialists • Presentation of brand management cases and development of textbooks • Expansion of brand management culture Korea Design Research Institute Design innovation center by Seoul National University http://www.kdri.org • Creation of design knowledge foundation of Asian value • Production of knowledge through research of the industry and academy • Interchange of knowledge through the Web-based international research network • Publication of research results and expansion of knowledge through education Craft Culture Design Innovation Center Design innovation center by Seoul National University of Technology http://www.c2dic.com • Support to design development in relation to industrial arts • Re-education of designers at companies related to industrial arts • Expansion of people related to industrial arts by opening an industrial arts academy/ Technical seminars and presentations • Support to advanced equipment Technology Support Center of Design innovation center by Sejong University Digital 4Dimensional Center • Digital video design/Support to participation in domestic and foreign subscription exhibitions by experts http://www.d4d.co.kr • Re-education of professional manpower for spreading the state-of-the-art technologies for digital video design • Support of equipment to companies related to digital video design/Support of technical experts to companies related to digital video design Design Utility & Research Center Design innovation center by the Korea Design Company Association http://www.duc.or.kr • Construction of an output laboratory/Construction and operation of digital photo studios • Hosting seminars on information exchange and management in each design area/Practical business of design and practical education on operating equipment • Analysis and PR of successful cases for using the Design Practice Center Design Innovation Center Design innovation center by the International Design Graduate School at Hongik University http://www.idas-dic.com • Design development support; Design development, research, education, and R&D of consulting communications (UI/GUI) design • Support of equipment and devices; Trial product making systems and reverse design systems • Education: Digital Engineering Design course and Digital Industrial Design course International Design Trend Center Design innovation center by the International Design Graduate School at Hongik University http://www.idtc.info • Research of design trends • Providing information on design trends • Design consulting services (Project) • Education and exhibition • Publication services

Design Seoul Report 59 Design Research Facilities at Design Education Centers

Dongduk Women’s University Organization Name Main Activities Design Research Institute This research institute is supervised by Dongguk Women’s University. http://www.dongduk.ac.kr • Maximizing cooperation between the industry and academy • Interchange with foreign design education centers • Education by inviting lecturers from various fields • Research and teaching

Ewha Women’s University Organization Name Main Activities Design Korea Research Institute This research institute, which is supervised by Ewha Women’s University, researches colors, fashion, http://www.ewhadesign.com and trends. • Research of design and joint research of the academy, research, and industry • Support of design R&D • Academic events of design • Development and operation of educational programs for design • Education of design and academic interchange with research institutes at home and overseas • Collection, reorganization, publication, and editing of design data and operation of a data room • Projects required to attain the goals of the research institute Color Design Research Institute This research institute, which is supervised by Ewha Women’s University, was established as the http://colordesign.ewha.ac.kr research institute designated by the Ministry of Commerce, Industry and Energy of Commerce, Industry and Energy • Company–entrusted projects on colors • Entrustment of color design and transfer training/education • Development of color information Fashion Design Research Institute • Development of books on colors http://fashiondesign.ewha.ac.kr This research institute is supervised by Ewha Women’s University. • Innovative research of design • Design development • Digital contents development • Corporate support • Management support • Art directing Korea Design Trend Research Institute • Education and seminar

Hanyang Women’s College Organization Name Main Activities Design Information Education Center This is an authorized educational institution for Adobe, Macromedia, and Avid, and performs education http://www.hywoman.ac.kr on computer design. • Research on CG training/education • Projects by cooperation between the industry and academy

60 UNESCO CITY OF DESIGN SEOUL Organization Name Main Activities Color Research Institute • Education on the promotion of color design experts http://www.hywoman.ac.kr • Support to research of traditional Korean colors • Development and production of textbooks on colors • Support to industrial color technologies • Hosting regular seminars on colors

Hongik University Organization Name Main Activities Research Institute of Art & Design Technology Improves practical academic trend by combining design with advanced engineering, and performs http://home.hongik.ac.kr education and research on art, design, and technologies. • Product engineering design • Intermedia engineering design • Research of living environment engineering • Publication, editing design, and production • Support of projects at each research center supervised by a research institute • Fields where art & design can be combined and inter-work with advanced engineering Research Center of Ceramic Art Collects information on the traditional, modern, and industrial ceramic art of each country and http://home.hongik.ac.kr researches it. • Soles agency by operating an art and science laboratory and hosting international seminar workshops • Design development in industrial ceramic art in the Design Center, Analysis of design trends • Development of materials such as pigments and glazes and cooperation between the industry and academy by operating a laboratory Research Institute of Industrial Design Researches basic materials on industries, metals, furniture, and visual and industrial design, and http://home.hongik.ac.kr develops design. • Academic research on industrial design • Research and production of industrial design • Special lectures on industrial design • Projects required to attain the goals of the research institute Research Center for Media and Cultural Develops the cultural contents industry. Contents Strategy • Receiving an order for the research projects of the industry and academy and information exchange http://home.hongik.ac.kr • R&D of cultural contents and consulting • Development of educational programs for experts in each cultural contents genre • Alliances and project interchange with reputable research institutes for cultural contents in developed countries • Publication of research reports and hosting seminars and lecture meetings • Projects required to attain the goals of the research institute Research Institute of Environmental Arts Research institute of environmental arts at Hongik University http://home.hongik.ac.kr • R&D of educational programs on new environmental public art • Production and research of work of art through field education for the students of the Art College and Graduate School at Hongik University • Planning and research for the globalization of environmental sculpture parks and theme parks • Research on environment improvement through symposiums and workshops about environmental art • Research and production of environmental art projects (Online/offline) • Building database on related studies and expansion of information • Advice on environmental art and leading the orientation of government policies

Design Seoul Report 61 Organization Name Main Activities Institute of Film, Video & Animation Contributes to the growth of color culture through research on colors. http://shinan.hongik.ac.kr/~medialab Color Design Center This center is located on Jochiwon Campus. http://shinan.hongik.ac.kr/~color • R&D and projects of colors in the visual, environmental, product, and visual design • Projects of colors in the fashion and beauty fields • R&D related to the purposes of this center Design Information & Culture Research Center Research design culture phenomena and resolves problems. Develops an environment for the design http://home.hongik.ac.kr culture of Korea. • R&D of projects for visual design • R&D of animation programs • R&D of Sales Promotion (SP) • R&D of IT interface environments • Development of companies and buildings in cities (2D, 3D) • Development of furniture and product design • R&D projects required to attain the goals of the research center

Konkuk University Organization Name Main Activities Arts and Culture Research Institute This research institute is supervised by Konkuk University. http://saengrs.konkuk.ac.kr • Collection, information exchange, and joint study of materials on living culture and art • Research report and publication of academic journals and periodicals • Hosting research presentations, lecture meetings, and exhibitions • Accepting advice on costume verification and living culture • Cooperation between the industry and academy • Characterization of research fields • International research, cooperation, and interchange • Projects required to attain the goals of the research institute

Kookmin University Organization Name Main Activities Zeroone (01) Design Center This is an educational institution specialized on design and for culture promotion established to improve http://www.zeroonecenter.com the competitiveness of the Art College. • Design Education - Lifetime education on design culture for regular people and social education • Design Promotion - Design gallery, design theatre, design library, and studio UIT Design Companion Center Environmental Design Research Institute This research institute is supervised by Kookmin University, and researches the theories http://www.kookmin.ac.kr and practice of environmental design. • Architecture, urban planning, interior design, industrial design, visual design, costume design, metal industrial art, pottery industrial art, and environmental art • Advice and research on the domestic and overseas industries as well as the Korean government • Publication of a research journal and hosting research presentations • International interchange for research

62 UNESCO CITY OF DESIGN SEOUL Organization Name Main Activities Techno Design Research Institute Researches the theories and practice of design based on technologies. http://www.kookmin.ac.kr/ • Researches digital media design, fusion design, space architecture design, and living culture design • Advice, research, and cooperation between the industry and academy at home and overseas • Publication of a research journal and hosting research presentations • International interchange for research

Myungji College Organization Name Main Activities Industrial Design Research Institute This research institute is supervised by Myungji College. http://www.mjc.ac.kr/main/index.jsp • Hosting public presentations of R&D results • Development of design education • Research of cooperation between the industry and academy • R&D of design and support to related businesses

Sangmyung University Organization Name Main Activities Design Research Institute This research institute is supervised by Sangmyung University. http://smudi.smu.ac.kr • Financial support for the promotion of research activities • Publication of a book on studies • Hosting exhibitions of professors • Hosting academic seminars • Cooperation and academic interchange with domestic and foreign research institutes

Sejong University Organization Name Main Activities Digital Design Research Institute Researches academic research on any and all fields of industrial design. http://www.sejong.ac.kr • R&D of industrial design • Joint research with external research centers • Publication of academic journals on industrial design • Hosting seminars on industrial design Fashion Design Research Institute Researches any and all fields of fashion design, performs technology development and cooperation http://www.sejong.ac.kr between the industry and academy • R&D of fashion design • Joint research with external research centers Comic Animation Industry Research Institute This research institute is supervised by Sejong University. http://www.sejong.ac.kr • Joint planning and working on development projects by cooperation between the industry and academy • Planning and working on research projects entrusted by external organizations • Advice on policies for comics and animation and publication of research reports • Hosting related seminars and international symposiums and publication of a book on studies

Design Seoul Report 63 Organization Name Main Activities Digital Visual Design Technical Support Center This research institute, which is supervised by Sejong University, was established to research and work on http://www.sejong.ac.kr the project for supporting the development of industry–based technologies hosted by the Ministry of Commerce, Industry and Energy of Commerce, Industry and Energy. • Project for supporting the development of industry-based technologies hosted by the Ministry of Commerce, Industry and Energy • Receiving an order and development of projects on digital visual design • Advice, training, and education on digital visual design • Projects required to attain the goals of the research institute

Seoul National University Organization Name Main Activities Modeling Research Institute This research institute, which is supervised by Seoul University, succeeds the tradition of Korean culture, http://art.snu.ac.kr/eng creates a new culture, and develops cultural environments. • General research on modeling • Support of research on modeling by professors and researchers • Practical education and scholarship for the students • Presentation and exhibition of researches, publication of design journals, and interchange with research institutes of foreign universities Research Institute of Korean Design Industry This research institute, which is supervised by Seoul University, researches design related to humans, http://art.snu.ac.kr/eng tools, and information delivery based on values in Asia. • Joint research of the industry and academy • International network through consortium among companies, universities, and research institutes • Publication of journals for the globalization of Asian design • Sharing public knowledge for conference, workshops, and seminars

Seoul Women’s University Organization Name Main Activities Modeling Research Institute This research institute is supervised by Seoul Women’s University. http://www.swu.ac.kr • Research of modeling • Research presentations • Publication of a book on studies • Outsourcing of academic research and work of art on modeling

64 UNESCO CITY OF DESIGN SEOUL Sookmyung Women’s University Organization Name Main Activities Industrial Design Research Institute This research institute, which is supervised by Sookmyung Women’s University, was established to http://sookmyung.ac.kr/~san_design promote design education and cooperation between the industry and academy and is based on the Corporate Information Design Center, Environmental Design Center, and Digital Art Bank Center. • Corporate Information Design Center ˚ R&D of corporate information design to contribute to the development of information design education ˚ Creating image as the research outsourcing institute for corporate information and research of corporate information ˚ Collection and exchange of research data • Environmental Design Center ˚ Planning and design of environmental facilities ˚ Planning of reports on urban development and working on design projects, Development of new cities, re-development of zones and apartments, planning of each zone, and research of street malls • Digital Art Bank Center ˚ Creation of high value-added by the development of arts and culture contents

Soongeui Women’s College Organization Name Main Activities New Media Design Center This design center was established in 2002 in order to promote personnel in ITD (IT+Design) under the http://sewc.ac.kr support of the Ministry of Education & Human Resources Development. http://www.sewc.ac.kr • Education on ‘Fashion Store Manager (FSM)’ • Education on ‘Picture Book Created along with Parents for Developing Creativeness’ • Special lectures for becoming colorists, which are industrial technicians

Yonsei University Organization Name Main Activities Millenium Environmental Design Research Creates an ideal future environment. Institute • Efficient collection of knowledge information http://www.imedr.org/ • Projects of the industry and academy by sharing knowledge information • Expansion and promotion of knowledge

Design Seoul Report 65 Design Museums and Art Galleries

Specialized on Design

Hangaram Design Museum http://designgallery.or.kr This is a future–oriented and experimental place that allows you to experience how design affects the life of human beings.

Seoul Design Museum Under Construction 180 oriental and Western furniture, electronic products, lighting devices, table appliances, fiber products, and other daily products are exhibited permanently. This museum has reputable periodicals and books on design, interior, and architecture from all over the world.

Related to Design

Amore Museum http://museum.amorepacific.co.kr This museum has world’s first cosmetics gallery and Korea’s first tea gallery. It exhibits the history of makeup culture and that of tea culture by period and use.

Art & Culture Complex http://www.spacec.co.kr This museum has about 5,000 folk remains about makeup and women in Korea from the prehistoric age to the Modern Age. The remains had been collected by Dr. Sang Ok, Yoo, who was the founder of Coreana Cosmetics.

Celamuse Pottery Museum The purpose of this museum is to publicize the artistic value of European pottery unknown in Korea and to exhibit the pottery.

Chojun Textile & Quilt Museum http://jculture.co.kr/museum This museum was established on October 27th, 1998, and has domestic and foreign fiber products. This is the only fiber art museum.

Digital Hangeul Museum http://www.hangeulmuseum.org This digital museum was established to manage materials on Korean alphabet, Hangeul, systematically and synthetically. It consists of the History Gallery, Modeling Art Gallery, Academic Information Gallery, Education and Literary Art Gallery, and Future Gallery.

Gansong Museum http://snowblue.sookmyung.ac.kr This is the first civil museum in Korea, and has traditional Korean work of art mainly.

Horim Museum http://www.horimmuseum.org This museum owns the porcelain and china from the Chosun dynasty as well as earthenwares from the Three Kingdoms, Unified Shilla, and Goryeo Ages. It is the best museum having earthenwares and porcelain in Korea.

66 UNESCO CITY OF DESIGN SEOUL Korea Furniture Museum http://www.museum.go.kr This special museum collects, preserves, and exhibits the traditional wooden furniture of Korea, and allows you to view the traditional housing culture and interior of Korea along with Korean furniture.

Korea Magazine Museum http://www.kmpa.or.kr/museum This museum has the reputable magazines of Korea.

Korea Modern Costume Museum http://www.design.cau.ac.kr/museum This museum allows you to view the history of Western costumes worn by Korean women by period, and exhibits Western costumes of unique design and style.

Korea Silk Museum http://www.silktopia.or.kr This museum exhibits the growth progress of “silk,” which is the queen of fibers and has led the costume life of humans in the West and Orient for 5,000 years.

Korea Ski Museum http://www.emuseum.go.kr This museum exhibits the materials on ski of Korea by classifying them into themes.

Korea Traditional Industrial Arts Museum http://www.museum.go.kr This is the only industrial arts museum where the excellent work of art made by intangible cultural assets designated by the Korean government and their successors is exhibited permanently or on special occasions.

Onggi Folk Museum http://onggimuseum.org This is the first museum specialized on pottery with a dark brown glaze in Korea, and allows you to experience pottery making.

Samseong Museum of Publishing http://www.ssmop.org This museum classifies cultural assets for publication and printing, which are likely to be missing unlike other cultural assets, into ages, and allows you to view the history of publication from the Goryeo dynasty to the Modern Age.

The Museum of Korean Commercial History http://museum.shinsegae.com This museum exhibits relics related to commerce and distribution by classifying them into the social and economic history of Korea.

Design Seoul Report 67 Design Industry

As urban characteristics and industrial environments of Seoul are changing, manufacture industry is being replaced by service industry. Leading industries of Seoul include next generation mobile communication, digital appliance, digital contents, fashion, tourism, finance, and convention. Design industry in Seoul is a new growth engine that is expected to grow by over 19.2% per annum, according to a survey by Korea Institute of Design Promotion, conducted in 2005. Approximately double number of companies than current, are planning to invest in design and hire new designers in the near future. This is because many companies are already adopting design as the key factor of corporate management and small/medium companies are trying to apply design to enhance their products.

Design industry, recognized as Seoul’s leading and new growth engine, is the link between industries, presenter of new vision, and creator of new values. The Central Government is highly dedicated in fostering the design industry, and has constantly promoted designs and design businesses since the establishment of Korea Institute of Design Promotion in 1970. The Govern- ment of Seoul is also making various support systems in collaboration with Seoul Design Center and Seoul Business Agency. The Government of Seoul is making efforts to converge design industry into Seoul’s leading industries and support their technological development. In particular, ‘Dongdaemun Design Plaza & Park’ with exhibition halls and research/education facilities will be established in the heart of Seoul where Dongdaemun Stadium used to exist. Seoul will transform into one of ‘Four Industrial Belts’: Changui Industrial Belt in City Center, High-tech Industrial Belt in Southwest, NIT Industrial Belt in Northeast, and IT Industrial Belt in Southeast.

68 UNESCO CITY OF DESIGN SEOUL Design Consultancies Currently, Seoul has 1,499 design companies, of which 795 are specialized design companies authorized by the Korean government. The specialized design companies selected for ‘Design Seoul Who’s Who’ under the theme of innovation from 2002 to 2005 are as follows:

Acitivism of Graphic Imagination http://www.e-agi.co.kr Design can be defined as a field of manufacturing objects people make use of on the basis of understanding people, society, technology and nature. Thus, design is not something random but an integrative and planned process of marketing, engineering and human understanding. This can be applied in all other fields as well: in graphic art, architecture, interior, fashion and multi media, design is the potential infra which, together with technology, will lead us to a new age of industry. AGI, an integrative design company founded by professionals, aims at activating such thoughts for a lasting and powerful design.

Ahn Graphics td. http://www.ag.co.kr Ahn Graphics was founded in 1985 and has been one of the leading design agencies in Korea. With 100 staff, Ahn Graphics is providing total design services for on and off-line including editorial design, web design, publication of books, publication of magazines, and media advertisement. In particular, Ahn Graphics’ powerful experimental works in the field of editorial design have been judged as strong stimuli to many Korean designers.

Axis Design [email protected] Axis Design is an Interior design company with a 17 year track record as the leader in designing distinctive, modern, and high-end residential space. In residential space, Si-Young, Choi (President) is one of the unchallenged Interior designers for dignified and modern living spaces in Korea. Axis Design has won numerous awards from Korean Society of Interior Architects/Designer and other National Awards.

CDR Associates http://www.cdrkorea.com Founded in 1973, CDR is offering a multidisciplinary range of brand strategy, naming, CI·BI design, package design and the other design related service to our clients. As the nation’s most accomplished and recognized branding and design consultancy, CDR will help our clients to get the best identity solution for their brand power.

Clip Design [email protected] Clip design corporation provides high quality service in the planning of products, design development, and mass production verification in consumer communication design. The company specializes in innovation and marketable products with a group of expert designers in all fields. The professionals at Clip Design will exert all efforts to achieve creative designs for products and realize client’s success through improvision of products by collaborating in all stages of design, production, blueprint, sales, and advertisement.

Design Seoul Report 69 Communication Design 601bisang http://www.601bisang.com 601Bisang, founded in 1998, is a creative design group pursuing young generation oriented and powerful designs. The Company lives up to its motto of: “Things that cannot be done by everybody, and that has never been done before.” The hardest thing to do in this world is to do something differently, do something different and to do it well. (Excerpts from The Founding Message of 601Bisang, 1998) 601Bisang was different from the start.

Core Hands http://www.corehands.com Since most of the people today are accustomed to fast paced society, it is rather difficult for them to understand the concept of looking back and enjoying the loose lifestyle without the haste. In fact, it would be much easier than before for them to simply accept the explanation of technology that leads us to the ubiquitous computing society. Learning the wisdom in finding the essential sensibility of human beings through traditional space is one of my greatest wishes.

Creative Directors http://www.cidis.co.kr Benefits from uniqueness are not enough to satisfy people in present era. Your brand needs to connect emotionally. No longer a product or a service, your brand must be an experience to people. We first design your brand’s single most effective communication tool and then your package. Brand logos, package graphics and structures are our core specialties. We also help you to integrate your brand’s visual essence across all media and across all global cultures. CD’s Association, is the synthesis of brand identity strategy and design.

Crosspoint http://www.crosspoint.co.kr Samsung Corp ‘Essess Fashion’ CIP/BIP/Ssangyong Oil CIP/, Nation Life Insurance CIP/Busan Sewon Department Store CIP/, Cheil Jedang ‘Dasida’ BIP/Samsung Electronics Soft Operation Division “NICES” BIP, Orion ‘Choco-Pie’ Package Design/Obok Foods CIP & Package Design of Whole Products, Daehan Pulp ‘Bosomi’ BIP/Woobang Tower Land BIP/Cheil Jedang ‘Sik-Mool Nara’ BIP/Jinro Sta dard ‘Carlton Hill’/Daesang Group, Fasion Mall ‘MESA’ BIP, Daehan Pulp ‘Clean Nara’ BIP/Jinro, ‘Chamnamu- tong Malgun Soju’ BIP/Daesang Group CIP, Doosan Majunag BIP, Obstetrician ‘Future & Hope’ HIP/Jinro Soju ‘Chamjin Yiseulo’ BIP, Doosan Bears CIP Renewal/Amore Pacific ‘Innisfree’ BIP/Samil Pharm CIP, Myungdong Clothes Cosme ics ‘Todacosa’ BIP/ Sungshimdang BIP Renewal, ‘Chongga Jip’ BIP Renewal/Doosan Liquor, ‘Chung Ha’ BIP Renewal.

Dadam Design & Associates http://www.dadam.com Established in 1992, Dadam Design Associates is one of the earliest professional product design consulting firm in Korea. Dadam has long been engaged in the business of research and development in industrial design sector. The Company is prepared to provide full-range design development services with the highest quality to our clients. Headquartered in Seoul, the center of world’s leading fashion and high-tech industries, the company has 20 design experts with an average of over 10 years’ experiences in the product design industry, and 5 marketing professionals in both China and Korea. It is the energy and competitiveness brought by superior yet differentiated product designs that has been the growth engine, which has propelled the Company’s rapid growth since its inception.

70 UNESCO CITY OF DESIGN SEOUL Designblue http://www.designblue.co.kr We live in an age of fierce competition and the world demands us to have a broader view with an active mind. The ultimate goal is to become a group of strategists that can drive the creativeness and deliver differentiated service from a different perspective. Keeping this in mind, we strive to see every object and every situation with a new mind set. Our character is sustained by our youthful history and originality that define the true Blue.

Design Continuum http://www.dcontinuum.co.kr We focus our passion in understanding people and turning such comprehension to inspire strategy, breakthrough in product design and compelling brand experiences. Transforming Business through Design At Design Continuum is our Company motto. Our integrated teams of researchers, strategists, designers and technical specialists focus on design, strategy, product and brand development that achieves our clients’ business objectives. We bring consumer, technology and medical innovations to market readiness. We help develop new ideas and breathe new life into old ones. We connect consumers to companies through every conceivable avenue. Most importantly, we do our homework and we make sure what we deliver will resonate in the marketplace.

Design & Communication Inc. http://www.designdnc.co.kr For the past 15 years, D&C has been one of the leading design companies in Korea providing Total Design Service in areas of confectionary, electronics, foods and finance. This company creates its unique design style by pursuing values including innovation, human, communication and pleasure. The company’s best professional group, well-planned design system and know-how make win-win partnership possible.

Design Fever, Inc. http://www.designfever.com Design Fever, established in 2000, is a creative consulting group that makes fresh ideas and qualified designs for new media ‘Creative Minority,’ which is the philosophy and motivation of Design Fever. Wherever it is in media or device, we do our best to be creative in the project that requires design. We publicize all the portfolios from the past 6 years, that shows we have done our best and have made good quality in every project. Every year, all employees go abroad for a workshop and participate in international design conferences.

Designmall http://www.designmall.com Design Mall is consulting firm for product innovation and design with a “Big Idea.” Throughout twelve years in business, we have developed originative designs of numerous hit products for our clients, both domestic and foreign. We considered clients’ expecta- tions of achieving their goals through design & development. For each client, we create and bring out successful Product Innovation experience through our excellent Design services.

Design Park http://www.designpark.co.kr Established in 1984, Design Park has led the CI and BI industry in Korea on the basis of corporate philosophy of “second to none in creativity.” Through extensive cultural and market analysis, the company readily grasps corporate, market and consumer trends to develop the finest in scientifically defined and effective strategies. Such approaches have led to a successful corporate and image- mar keting for over 400 clients. Designpark also employs a highly effective and systematic branding service system for strategic identity consulting, and as a result, the company conducts in-depth identity research cooperatively with clients and achieves strong branding.

Design Seoul Report 71 Design People http://www.dpeople.co.kr With the goal to be the best communicator for both consumers and clients, Design People always try to do our best! We manage all kinds of product design with our own know-how. We had been founded as I&D first in 1996, then the Design People Corporation was established in 2001 to focus on creativity and professional mind. We provide high quality works in service areas of C.I. (Corpo- rate Identity), B.I. (Brand Identity) and package Design. We let clients have an opportunity to experience the best design with high sense in creativity and also to have strong will about the environment. We always welcome clients to work with us.

Designtouch http://www.detouch.co.kr Design Touch has brought up new possibility in introducing enterprise and Brand Package Design into specialized and creative image of a company. Above all, based on vast experiences and successful results in the field of Brand Package Design, we are performing successfully as a communicator that connects enterprises and consumers with the best strategy. We carry out a strategic Visual Marketing Communication in order to consolidate and develop enterprises and brands.

Dito Design http://www.idito.com Dito Design which has planners and designers who have various marketing communication know-how is going forward to thorough marketing communications and consumer-oriented design marketings. We have good partnerships with our clients based on global level of design and strategic solutions with understanding client’s needs and world trends in Corporate Identity, Brand Identity, Package Design. The company has won numerous domestic and international awards. We are doing our best to improve and develop domestic design quality.

Domuspartners http://www.domuspartners.com Domuspartners is best integrated Branding Communication Company in the country in the areas from building strategy for enforc- ing and developing corporate and brand asset to creating identity and doing integrated progress accorded with every communication in systematic guide.

D’srtict http://www.dstrict.com D’strict provides creative consulting with its visualized digital solutions to global companies. We are carrying out various business activities including identity integration of digital media brands, UI and GUI development for new devices, brand promotion for new media, and creative development for the next generation devices. Also, we are conducting specialized research activities with special task forces such as Flash Engineering Team, Visual Producing Team, and User Research Team for specialized R&D. As one of the world’s leading digital creative company, we have been very excited to extend the frontiers of new media.

Flur http://www.flur.co.kr Flur aims to recover the dignity of the world, centering on material and human beings and to return to the age of innocence through combination of technology, media and space on the basis of design concept. And it intends to use technology to create space that can recover the dignity and innocence of human beings through more creative and elementary thoughts.

72 UNESCO CITY OF DESIGN SEOUL Fusion Design http://www.fusiondesign.co.kr Fusion Design, started in 1998, in Seoul, is design consultancy that provides innovative solutions in product design, graphic design, GUI and multimedia design. Based on our work experience with prominent companies like Samsung Elertronics, especially in the area of product design, Fusion Design participates from the beginning phase of product planning through concurrent engineering with the client. Our final goal is to develop successful design and create new experience for the user.

Hendi Co., Ltd http://www.hendi.co.kr Hendi has began to create the new space with the philosophy of “Human Environmental Design.” It has been working in pursuit of Archi- terior which is a unified concept of Architecture and Interior. Our professional staffs are ready to assist you in all phases of interior design coordination as well as exterior design, for creating enhanced living space. With the experience of 40 years, our interior designer can guide your commercial or residential remodeling project from the ground up. So long as the space exists, HENDI will keep on making the efforts.

Hongdesign http://www.hongdesign.com Hongdesign is the creative group that design print graphics, publications, identities, packaging and signs. We create all the time. AWARDS_Samsung Electronic Annual Report of 2003, 2004: the Gold Award at the International ARC Awards (in electronic companies & systems: other countries) ·Hanwha Group Annual Report of 2004: the Bronze Award at the Galaxy Awards (in AR design category) ·KT Annual Report of 2004: the Broze Award at the International ARC Awards (in telecommunication: other countries) ·Samsung SDS Brochure 2004: Awarded at the 14th Korea Communications Awards 2004 ·Hotel Shiila Bakery ‘Artisee’: Awarded at the British Design & Art Directors Club 2005 (Visual Identity/Packging)

Imagedrome http://www.imagedrome.com Imagedrome is a leading e-service consultancy providing digital business strategies and solutions, creative design products, and cutting-edge information technology. Since its establishment in 1995, we have provided the wide range of services to identify, design, develop and deploy digital strategies and solutions for the leading companies and startup businesses in Korea. We play a role as a business incubator. The company creates new digital business models to be an Internet innovator group that leads the changes of emerging economic paradigms of the 21st Century. Digital technology revolutionizes the methods of communication by which companies communicate with the world. Imagedrome supports clients by providing visions, strategies, solutions, implementation tools, and auditing tools that enable clients to commune with their customers, the world, in new ways of communication.

Image & Imagination http://www.ii.co.kr I&I is a design editing studio established by a first-generation art director of Korea’s publication design in 1991. We seeks for new definitions in each of our design work. We invest in various communication measures, find the optimal intersection between design and industries, and select the most effective measure, so that our clients will love using our designs. This is how we look at design and spirits of our designers who have accomplished successful outputs in the keen competitions that exist in artistic and academic sectors.

Design Seoul Report 73 Imonggiga Co., Ltd. http://www.imgg.co.kr Good design obtains three characteristics. Design with joyfulness, with truth and with motion. Design with motion is the best among them. A wonderful design could make people to be touched emotionally. This is the very reason that design can make changes the world. Imonggiga approaches design on the basis of technical expertise to accomplish design structure, formative perfection and above all, humanities’ imagination. Those are its powerful tools to complete design and functions beyond physical boundary.

Innodesign http://www.innodesign.com Innodesign Inc. is a professional design consulting group founded in 1985 in Silicon Valley, USA. With a profound understanding of technology and leading trends in the market, Innodesign is actively conducting business through design consultation for major global companies. Innodesign has always stayed one step ahead by innovating the designer/client relationship. Our unique process, called “Design First,” proposes design ideas to our client companies before they come to us with specifications and firm product plans. This allows creativity and innovative ideas to set the company’s direction, and results in their products leading the market.

Innoiz Inc. http://www.innoiz.com Innoiz is an Interaction Media group focused on consulting, information architecture, user research, design and usability test in the Interac- tion Media Area. We design interaction, information, identity and experience. The goal of Innoiz is to be a cultural innovator, who designs innovative experience and leads cultural revolution.

Intergram http://www.intergram.co.kr Intergram is an award-winning international marketing design firm located in Seoul. Our multilingual team provides effective solutions for a diverse clientele seeking to introduce new products and services, revitalize existing brands or update and reposi- tion their image. The project and client list include space identity and implementation programs for Samsung worldwide factories, Samsung children’s museum, KT Plaza, SK Global: brand identity/packaging for Unilever, L’Oreal, Nissan, SmithKline Beecham, SC Jhonson, Motorola, and SK Corporation: collaterals for P&G, Hermes, Benetton, Elle sports, Nestle, Citibank, Coca Cola, Samsung Electronics, Posco, SK Group, and Lotte Group.

Jay Is Working., Co., Ltd. http://www.jiw.co.kr Jay is working began its operation in year 2000 as a design company providing an overall design solution for space and visual information. Under the firm belief that the most powerful marketing strategy is creating good designs, Jay is working integrated architectural and interior design, communication and visual media design into a three-dimensional space. As the result, it is recognized as an authentic image-creating group. Works of Jay is working were presented in residential and commercial spaces and cultural projects. The company has established the foundation of complete multi-dimensional identity by unifying individual design fields under single coherent concept.

Jeon Associates http://www.jeonshihyung.com Scope of work: Interior Architectural Design/Interior Construction/Construction Adminstration/Building Consultation/Design Standard Development/Residential design/Exhibition/Show Room Planning & Design/Fashion Retail Planning/Renovation/Adaptive Reuse/Product Design/Commercial Space Planning/Shop Consultation/Marketing Consultation/Programming & Space Plannig/ CI, SI, BI/Graphic Design

74 UNESCO CITY OF DESIGN SEOUL Kahram Design http://www.kahram.com Kahram Design Consulting Inc. is the industrial design company that provides Total Consulting over the length and breadth of all courses related to design development such as design marketing, planning products, making design development plan, design development of new products, tools design, and mass production management. At Karam Design, the company’s goal is to create new products that can contribute in maximizing success of enterprise management with new concept. Young designers who have prominent ability and experience in various fields gathered together and have successfully developed about 200 projects covering various sectors of IT, Sport Leisure, medical instruments and so on.

Kodas Design http://www.kodasdesign.com “Difference” is our business. These simple words make up a sentence that stands for our hard work over the last 15 years. And it will continue to be our goal to keep this value true. We feel it is our business to cautiously and discreetly achieve a ‘difference in usability’ amongst this chaotic state we live in. Even with a well designed product, it is clear that it can only be the best when users can interact with it comfortably. A product that sells well is the reason for Kodas Design.

Linocoms http://www.linocoms.co.kr 2001: Linocoms was certificated the Top 10 Design Company by the KIDP Linocoms won the KOTRA President’s Prize in the Korea Industrial Design Award | 2002: Linocoms won the Prize in Excellent Award in the 1st Design Venture Business Model Linocoms won the KITA President’s Prize in the Korea Industrial Design Award Linocoms won the Prize in the Packstar Linocoms was certificated the Good Design | 2003: Linocoms was certificated the Top 10 Design Company by the KIDP Linocoms won the SBC President’s Prize in the Korea Industrial Design Award | 2004: Linocoms was certificated the Top 10 Design Company by the KIDP Linocoms was certificated the Success Design Linocoms won the Prize in the Packstar | 2005: Linocoms was certificated the Top 10 Design Company by the KIDP Linocoms was certificated the Success Design Lee Kwon Sik (Linocoms CEO) took office as President of the KPDA

Min Associates http://www.minasso.com Working from a small traditional Korean house near the Secret Garden (Biwon), Min Associates first opened its doors in 1970 with just one staff member. Today, it is a firm well recognized for its design and professionalism and boasts a highly talented staff of 30 professionals as well as an impressive list of projects and clientele. Designs by Min Associates are noted for their sublime integration of traditional aesthetics with modern sensibilities. Over the years, the firm has continuously strived to create interiors marked by beauty of restraint and controlled minimalism balanced depth and warmth.

Moto Design http://www.motodesign.com Moto design is a product design company located in Seoul, Korea. Founded in 1988, Moto has performed over 1,000 product design projects and design consultations. The company is involved with 50~60 projects covering various items per year. Moto aims to achieve the best results in cultural, economic, and social value through harmonizing the business goals of its clients, product functionality, consumers’ life styles, consumers’ emotional desires, and trends of time. Moto is a creative group of professional members who have been participating in a number of various projects and designs. They are very passionate and have unique sense in establishing distinct concept and design.

Design Seoul Report 75 Need21 http://www.need21.co.kr Interior design is not “PURE ART”. Therefore, our projects always start from with our clients. We make an effort to approach our client’s goal, whatever it is. But, we also try not to pass over design creativity and keep trying to experiment materials, light, time and their relationships. We have a great passion for new and experimental projects. Our office, Mookyoojae represents freedom. The gold fish swimming in the space inspires the design staffs, and the blank spaces displaying the properties of materials stimulate the possibilities of creative design.

Ocon Inc. http://www.ocon.co.kr Ocon is an independent animation production company based in Seoul, Korea. Established in 1996, Ocon focuses on the development and production of high-quality CGI animation and has now built a totally professional team of more than 60 creative artists and highly skilled animators. Our experienced and talented experts in 3D animation ensure professional production management, thus guaranteeing the success of projects and the highest standards in terms of time and budget. Ocon’s portfolio includes 3D animation TV series such as ‘Dibo the Gift Dragon,’ ‘Pororo the Little Penguin,’ ‘The Island of Inis Cool’ and a variety of commercials based on the latest CGI technology.

Postvisual http://www.postvisual.com PostVisual is a digital branding agency leading successful e-branding for various businesses and institutions based upon its unique planning and strong design power that creates diversified online experiences and exchanges. PostVisual knows that defining oneself will confine it within the frames of its own design concepts or trends of the time. That is why we describe the PostVisual design as continuous motion and change. We want to be remembered as a design company with ever changing, evolving and enriching spirit.

Sandoll http://www.sandoll.co.kr Sandoll Communications Inc. (hereafter Sandoll) has been leading the Korean font market over the last 20 years and lived up to aesthetics of Korean font with the pioneering spirit as a professional font developing company. Sandoll established the 1st Korean font developing company in 1984 under the slogan of “We are liable for Hangul(Korean Language),” when no one had any interest in developing Hangul beautifully and considered the font commodious, which is a source of the best pride of Korean nation and culture.

Seol Design http://www.seol.co.kr Seol Design is an official design consulting company authorized by Ministry of Commerce, Industry and Energy in Korea and KIDP (Korea Institute of Industrial Design Promotion). All our staff pursue not only developing innovative industrial and environmental design, but the also continuously research user interface and user–friendly design with our original creative mind. Seol Design possesses competitive edge in radical data analysis and design management, ranging from design, production to post management. Seol lead its client to have competitive power through solid warranty of quality and manufacturing process.

Seoul Design Center http://www.seouldesigncenter.co.kr Established in January 28th, 1982, Seoul Design Center is Korea’s first company to expert in package design and BI. Package design must satisfy both mental (product, design) and physical (scientific features and technology) demands. Balancing technology (quality) and sensitivity (design), package design combines the image of product, design, marketing and advertisement. To create a hit product, Seoul Design Center truly visualizes the overall motto of the company, product strategy and marketing techniques.

76 UNESCO CITY OF DESIGN SEOUL Sodiumpartners Inc. http://www.sodiumpartners.com SodiumPartners is a creative–service company specializing in branding and identity communications. Our unique approach through word and image harmonization distinguishes our brand naming, brand identity, brand packaging, signage systems as well as brand look & feel solutions, which are unparalleled to the competitors. Over 7 years of focusing on our core competence to create long-lasting relationships with clients and their customers, employees, partners and shareholders, we have successfully helped many companies and organizations establish brand leadership in the global market places.

Studio Baf http://www.baf.co.kr As its name indicates, Studio BAF (which stands for Beyond And Further) has acknowledged no boundaries in its completion of design projects in a variety of fields. With a design philosophy that places no limits on the analog and digital realms, the company has ranged widely in the fields of book and web design, and carried through with a wide range of projects from the planning and design stages to editing and printing. Moreover, by engaging in branding and promotional work for clients, the company has played the role of a production designer, moving from conceptualization of branding ideas straight through to their transformation into startling reality.

Typomedia Co., Ltd. http://www.typomedia.co.kr Spcialized in typograph based design since 1961, Typomedia has contributed to cultivating design philosophy. So far, together with more than 30 client publishing companies, it has updated book design in the country and made many bestseller titles. Renovative design in newspapers and magazines and systematic company identity program are part of our expertise that provides pleasant change for our client company.

Uone Design Inc. http://www.uone.co.kr 21st Century design is a new frontier which is yet to be conceived of or created. No one can truly lay claim to the field, which calls for dreams for its realization. The concept of ‘emotional design’ refers to making human dreams a reality through futuristic interior design, an area in which Uone has been preparing and conducting research since 1974. Uone will continue to create Superior future –oriented designs, Space where Nature and Man can coexist, and Designs which all the people in the world can share.

Zio International Inc. http://www.ziointerior.net We design the most comfortable space for many people on the basis of function and harmony. We also maintain our responsible management that includes endless A/S. Company Introduction: Our company is operating a Design Team in Interior Division, Con- struction Team, each Design Team and Manufacturing Team in Furniture Division. Staff are comprised of 70 professionals. Notable special factor of the company is that we possess and operate a furniture manufacturing factory. Accordingly, we directly produce all of the furniture for the project space when implementing interior design. We also have a subsidiary company in Vietnam, through which we have been conducting international cooperation-work.

Design Seoul Report 77 Expansion of Design Culture

Seoul is the center of diverse information on design. Events and information on design not only remain in Seoul but also are delivered to foreign countries such as China and Japan. Diverse foreign information on design spread all over Korea via Seoul. Most of the design events, including international events, are held in Seoul.

Seoul hosted the International Design Congress twice in 2000 and 2001. Design Korea, Seoul Design Festival, Kyung Hyang Housing Fair, Seoul Collection, Seoul International Cartoon & Animation Festival (SICAAF) are the main design events that are held in Seoul. Various event ceremonies and academic conferences among other events throughout the nation’s industries take place in Seoul. Lots of trade fairs and events related to design, in addition to the aforementioned Design Korea, Seoul design Festival, Seoul Living Design Fair, Seoul Collection, and SICAF are held in Seoul.

Media has shown high interest in design. Design is being introduced in a variety of methods through several TV channels, while books and periodicals on design are increasing every year. Also, diverse journals and Web-based contents have been produced and distributed with the growth of Web media.

Furthermore, there are various design awarding systems for encouraging the development of the design industry and the creation activity of designers. These various awarding systems are operated by the associations or groups related to design, or the government. Also, about 300 design-related competitions are held each year. Such competitions, held and sponsored by both government and private companies, provide insights into design ideas.

78 UNESCO CITY OF DESIGN SEOUL International Design Congress

Korea has developed the design industry through the strong support of the Korean government and the active cooperation of civil sectors. Since the growth strategies for the design industry was established at the first Design Korea, which is an industrial design promotional contest, held at Chungwadae and hosted by then president, in 1999, the design competitiveness of Korea has seen rapid improvements. Design in Korea has evolved in part due to the improved recognition of companies for design and active investment in design. Most of all, the design promotion policies of the Korean government for improving the design competitiveness of Korea have resulted in favorable outcome.

The design abilities of Korea has been recognized by the global design industry through these efforts. Korea hosted the ‘Icograda Millennium Congress, Oullim 2000 Seoul’ in 2000 and the ‘ICSID 2001’ in October of 2001. Korea will be credited with hosting all of three international design championships, when including the IFI Congress, which will be hosted in Busan, in 2007. The design of Korea has emerged in global market through various events. Since then, the design companies and industry of Korea centered on the Korea Institute of Design Promotion have hosted international design events such as the ‘Design Korea’ and its affiliated events, the ‘World Best Design Exchange Seoul’ and ‘Gwangju Design Biennale.’

Through these international design events, Seoul enters the global design market with great design and leading design companies, exhibits and promotes the works of young Korean and international designers, exhibits new materials and technologies for design, and hosts diverse academic contests. These events provide opportunities for increasing recognition of design to the general public, in addition to designers, design industry workers, entrepreneurs, and students.

Korea is improving its design capabilities and its international status in the field, and is growing into an advanced design nation through such international events. Seoul plays an integral role for the improvement and growth of design industry.

Design Seoul Report 79 ICOGRADA Millennium Congress 2000 Seoul

In 2000, in Seoul, the Icograda Millennium Congress was held. The key word of this event was ‘Oullim.’ ‘Oullim’, which means the great harmony, was suggested by the world design circle as the subject of conversation of design culture for the 21st Century and as a counter measures for Contrast, which is a design concept of industrial society centering around the Western Culture over the past 100 years.

As for the event schedule, the event started with an opening ceremony on Day 0, Oct, 24. On Day 1, October 25, ‘the Orient and Oc- cident’ was presented. On Day 2, Oct. 26, ‘Human, Technology, and Nature’ was displayed, and on Day 3, Oct. 27, ‘the Past, Present, and Future’ and ‘the Icograda Declaration on Education’ were show cased. The stars of the event were designers, who were also invited as lecturers. They exchanged good works, lectures, their own design concepts, and philosophies with each other and presented them as world-class designers. Since not enough sittings were available for visitors in the lecture hall during star-level lectures, they even sat down or stood on the floor to listen. When the lectures ended, participants lined up to get autographs from star-level lecturers. Many of popular invited lecturers are designers who are presently very active in the industry. In particular were the British Tomato Group, who are involved with varieties of movies, Jonathan Barnbrook, who became Britain’s top-leading designer with his experimental style of handwriting and cultural designs, Cyan of Germany, who is leading artist in experimentation of traditional movies and multimedia arts, Bernd Schmidt of US, who is a great artist in brand design, Henry Steiner of Hong Kong, Huang Yung Sung, the top Taiwanese theorist of practical skill, Lucille Denazas, who, as a designer from the Philippines, held the title of the President of US Visual Design Association, and Thomas Mueller of US, CEO of LaserFish company, which is the world-class design group.

The lecture was classified into four fields such as the ‘Design and Education,’ ‘Design and Society,’ ‘CI/BI Environmental Design, and ‘Interactive Media.’ In the Design Education field, Sugiura Kohei of Japan and Uve Losch of Germany provided their speech. In the Design and Society field, the lecture was given by Chaz Maviyane Davis of Zimbabwe, Africa. In the Environmental Design field, Dong Ryun, Chang, who is a Korean, participated, and for the Interactive Media field, the lecture was given by Professor Daniel Boyarsky of Carnegie Mellon University, in America. The period from October 23 to October 28, 2000, when the Icograda held, was designated as the ‘Design Week’ by the Ministry of Commerce, Industry and Energy. Although the week did not receive much attention since it was not publicly promoted, preparations and progressions were made in many various design events, for which long-term efforts were invested. In particular, the Designit Exhibition, which was presented by KIDP and conducted as the side event of the ASEM, the Technogarden Exhibition, the Oullim (Great Harmony) East Asia Poster Exhibition presented by Professor Geum Nam, Baek of Sungkyunkwan University, the Oullim Undergraduate Poster Exhibition, the International Youth Design Workshop, the Cutting-edge International Visual Arts Festival presented by VIDAK Secretary General Jong Deok, Kim the Icograda Asia Pacific Regional Conference presented by VIDAK Vice President Dong Ryun, Chang, and the Icograda New Millennium Declaration on Education presented by Vice President of Icograda Sang Su, Ahn were all conducted and finished as side events, but on the contrary, they became to focus of the attention and showed foreign participants the reality of Korean design.

The Internet Designit, which was held as a side event of ASEM, took place in the Atlantic Hall of the Convention Center from Octo- ber 20 to October 29, 2000. This exhibition contained digital working styles and displayed works of students and young designers of 25 ASEM member countries. The significant factor here was that the team was formed through on-line by with the usage of

80 UNESCO CITY OF DESIGN SEOUL Internet for purport of contriving harmony and cooperation between Asia and Europe since the Asia-Europe summit was scheduled to be held in Seoul. The exhibition promoted design development between the two continents through information exchange, joint cooperation, development of friendship according to local and cultural characteristics among young designers of the ASEM member countries, and identified solutions to problems facing all of us and suggested alternative proposal which created opportunity of strengthening the basis for joint cooperation among the youth, who will be leaders of the future. This exhibition selected six themes of ‘Future Transportation,’ ‘Information and Communication,’ ‘Regeneration and Recycling,’ ‘Community Space,’ ‘Fashion and Identity,’ and ‘New Materials.’ There also were three sub-themes under each main theme, totalling 18 sub-themes under one event. The results and outcome products were generously shared with people all over the world via Internet.

The Techno Garden was held under the theme of Facing Advanced Technologies and Future, in the Atlantic Hall of COEX, from October 20 to October 29. This exhibition, which was sponsored by the Ministry of Commerce, Industry and Energy, the Ministry of Culture and Tourism, and the Federation of Korean Industries, and presented by the Korea Institute of Design Promotion, was composed with four pavilions of ‘2000 Korea Identity,’ ‘Digital Korea,’ ‘Designit,’ and ‘Fashion Show.’ This was one of various events for promoting Korea to foreign nations, including ASEM member countries, and the event was prepared to represent the Korean vision with symbols. In ‘2000 Korea Identity,’ advanced technologies and related products, Korean traditional culture and related products, which will lead the markets in the New Millenium and at the same time represent identities of Korea were selected. Each was expressed through design for easy recognition, or was presented so that the images of traditional culture is expressed with the usage of various technologies including holograms. The exhibition was presented randomly so that the audience could discover exhibits one by one and appreciate them deeply while roaming through the technological and design forest.

Oullim ICSID 2001 Seoul http://icsid2001.designdb.com/

Real Meaning of Attracting the ‘Exceed’ Event In 2001, the International Council of Societies of Industrial Design (Icsid 2001) was held in Seoul. Its topic was ‘Exploring the Emerg- ing Design Paradigm-Oullim, and this council became the forum where designers from all of the world could gather, explore and discuss the design paradigm for new era.

Like most of international events, the attraction of the Icsid 2001 in Seoul was an historical event. When compared to August, 1997, in which Seoul was designated as the place for the Congress at Toronto Convention in Canada, there apparently has been significant growth and development achieved since then. The Icsid in 2001 was an opportunity that enabled Korean design to appear in the global stage. Icsid presented opportunities and opened the gateway for the design to be evaluated and creation of related businesses. While the Exceed Organizing Committee was established and events were prepared one by one, the role and substance of the world industrial design group were properly recognized, and at last, Korea has successfully carried out an event which introduced Korean design to world’s design community. Through Icsid 2001, the Korean design circle was able to learn international sense and identities. The Ko- rean design circle gained new experiences which opened its eyes and mind, while directly meeting famous designers whom the Korean design circle had been able to see only through foreign magazines, and listening to presentations of works thorough their voices.

Design Seoul Report 81 The greatest reason for Korea in carrying out an international event is so that the value of Korean existence may be evaluated on the international stage, while at the same time, creating business opportunity. Global sense of design was learned and Korea has now transformed its view on design as an object. Korea presented its own design boldly and fearlessly and exchanged information, making Korea paralleled with the world. The Icsid 2001 was successfully conducted by Korean design community. In particular, during the interview with Augusto MORELLO, President of Icsid, he provided solidifying remarks to previous paragraphs: “Through this event, Korea will give an impression that Korea is open to a new world, and this event will be develop a natural opportunity through which Korea can promote Korean designs to global communities. Another thing I want to add is that this event will be an opportunity for Korean young designers to experience and learn the world design history, in addition to various cultures. Isn’t it possible for people to create new things only when the history is properly learned? This is not, of course, limited only to Korea. I want to emphasize that the young designers of the whole world must learn about each other.”

Various Events Expressing ‘Oullim’ Various events were held over lengthy periods of four nights and five days. Thecsid I 2001 Seoul mainly consisted of conference and congress. In addition, various side events provided visual attractions to promote designs of the host nation to participants of the Icsid 2001 and also to form a festivity atmosphere. The conference started with an opening ceremony on October 7, and continued on to October, 10. Around 30 world-class designers, economists, architects, artists, and sociologists, from all of the world have participated. They delivered lectures on various topics during three days of the event. Some of renowned lecturers were: Jacques Atali, a French economist, Ezio Manzini, an Italian designer, Rolf Jensen, a Danish futurist, Axel Thallemer, President of German Festo, Hiroshi Ishii of MIT Media Lab, and Yrio Sotamaa, a Finnish UIAH, in addition to many others have participated and covered each topics in depth. After the first day of participant registration, opening ceremony, and a cocktail party, actual lecture was commenced on the second day (October 8). Four invited lecturers, including a key note speaker presented speech on ‘Future of Design Technologies.’ There were also eight invited lecturers to discuss topics on the design trend, which is highlighted throughout four sessions of Science/Technology, Society/Economy, Politics/Culture/Liberal Studies, and Environment. On the third day (October 9), four invited lecturers including a key note speaker delivered a lecture on ‘Value of Design in Knowledge-Based Society,’ ‘Relationship Between Digital Technologies and Design,’ and ‘Design in Cyber World.’ On the fourth day (October 10), a forum was held for understanding and sharing newly discovered design values. In particular, cooperative tasks among countries, in categories of business, promotion, and new design education industry, which were researched and discussed for the past one year, were presented by each panel. Comprehensive discussion session on both the cooperative tasks, concluding the lectures and discussions covering events of the past three days was provided. As special exhibitions, to make the event more entertaining and to provide various attractions, the Exceed member exhibition was held in conjunction with the ‘Good Design Festival,’ in which famous enterprises from each country participated and show cased the Past, Present, and Future of Design. ‘The 20th Century’s World Design Exhibition’ where visitors can compare world design trends from 1900 to 2000 was the title to the event, ‘Oullim Designit’ is a forum which designers from all of the world would jointly research new value, concept, method, and technology of future design and suggest positive feedbacks. The ‘International Design Workshop,’ which included participation by approximately 150 design education experts from both Korea and other nations, provided common ground for discussing and exploring a new paradigm in design education for the 21st Century. ‘Asia Regional Conference,’ which achieved close cooperation among designers in Asia region was also held during the event.

82 UNESCO CITY OF DESIGN SEOUL Seoul Design Olympiad

The Seoul Design Olympiad is a design culture multi-purpose event for the people of the world initiated by the Seoul Metropolitan City to become the world’s center city of design culture in commemoration of Seoul being designated as the 2010 World Design Capital (WDC). The Seoul Design Olympiad was launched with the objectives to newly emphasize the importance of design and to enhance the qualities of the lives of the people through the economic and cultural advancement of the city through utilization of design. The event will be held annually with the first held on October of 2008 in various key locations including Jamsil Sports Complex, Hangang Parks, and throughout downtown Seoul.

Symbol Mark The symbol mark was created with motivation from Korea’s traditional checkered wrapping cloth. From its formation perspective, each symbol are like a pieces of puzzle that when fitted together, expresses new creation. The 3-dimensional ball-shape signifies a festival in which everyone from various parts of the globe is gathered together as one. The 5 colors utilized in the symbol mark signify each themes of the Seoul Deign Olympiad. Of the Ohbang Colors (5 traditional colors of the Orient), the outer 4 colors, Yang (4 corners of the compass) and 1 inner color Yin (center) are used to create harmony between the Yin and Yang.

Seoul Design Conference It is a international design communication conference for debating the current status and the future of design among the Korean and international designers, educators, corporate CEOs, and city policy makers.

Seoul Design Exhibition It is an event for showcasing world’s design trend and experiencing the design’s current status and possibilities. The experiencing, interacting, and experimenting exhibition details are showcased in a new concept of exhibition that connects the interior space with the exterior.

Seoul Design Contest The contest is held on various design issues for sustainable future city life and the selected entries are showcased at the Seoul Design Olympiad.

Seoul Design Festival Various citizen oriented design events are held that are easy and comfortable to understand, entertaining and allows participation by the people.

Design Seoul Report 83 Major Design Fairs or Events

Design Korea http://designkorea.or.kr

The Design Korea Event is an event that informs the importance of the design industry and represents the nation’s will to develop the design industry. The Ministry of Commerce, Industry, and Energy and the Korea Institute of Design Promotion hold this annual event to strengthen innovation in design, support design business and their marketing, expand design culture. Through such event, the sponsors seek to secure international statue of the design industry, based on such fundamental basis.

Design Korea, although an annual event, is held bi-annually in Korea, and in foreign countries in every other year. With the launch of first Design Korea event in 2003, the Design Korea was since then held in Peking in 2004, Seoul in 2005, and in Shanghai in 2006. Design Korea, hosted by the Ministry of Commerce, Industry and Energy, is conducted by the Korea Institute of Design Promotion, and sponsored by the Korea Federation of Design Associations, the Federation of Korean Industries, the Korea Chamber of Com- merce & Industry, the Korea Federation of Small and Medium Business, and the Korea International Trade Association. It was recognized as an international design event by the Icsid (International Council of Societies of Industrial Design), and Icograda (Interna- tional Council of Graphic Design Association).

Design Korea includes the ‘World’s Best Design Exchange Seoul,’ which is the main exhibition, the international conference related to design, and when held domestically, various side events for the design business. The Design Korea is held abroad to build coopera- tiveness among Korean design community. The event displays statue and abilities of Korean design, and contrives international cooperation and exchange with the hosting nation. Design Korea in 2005 was a major design exhibition event in Korea with over 160,000 visitors.

Seoul Design Festival http://www.designfestival.co.kr

As a design trade show that was launched in 2002, the Seoul Design Festival is creating an opportunity for participants to naturally access and feel design, by providing a field of design that breathes along with the general public. In particular, an event hosted by Design House Co., Ltd. provides a promotional forum for young designers. It is conducted monthly and details are published in the magazine.

In 2006, this exhibition consisted exhibitions from various trend-setters in design. The event included leading brand, exhibitions by designing companies, the exhibitions of design educational institutions, popular designers’ self–branding exhibitions, special exhibition celebrating the 30th Anniversary of the monthly published magazine, , overseas designers exhibitions, and the designer’s lab exhibition. Also, as side events, various design seminars were held. The event provided numerous business opportunities

84 UNESCO CITY OF DESIGN SEOUL in the design market. For 2007, this exhibition is scheduled to be held from December 13 to December 17, 2007 (five days) under the main theme of Design Seoul. Detailed topics are Exchange Seoul, Emotional Seoul, and Exciting Seoul, and the exhibition is planned to be composed of various experimental concept exhibitions, inviting exhibitions by foreign designers, and external project exhibitions.

The Seoul Design Festival is hosting various experimental design exhibition events by selecting a topic each year. Currently, the event is being recognized as an opportunity and experiment exhibition for designer promotion. In 2002, 11,517 audiences have visited this festival, and in 2006, over 42,000 have visited it.

Kyung Hyang Housing Fair http://www.khfair.com

As a large–scaled exhibition event hosted by Kyung Hyang Housing and Kyung Hyang Newspaper Company, and sponsored by the Ministry of Commerce, Industry and Energy, the Ministry of Construction & Transportation, the Ministry of Environment, the Public Procurement Service, the Small and Medium Business Administration, the Forest Service, Seoul Metropolis, Gyeonggi-do, Goyang City, and KOTRA, the Kyung Hyang Housing Fair is the greatest and the highest level exhibition for construction materials and interior. The Fair provides a show which the audience experience state-of-the-art trend of the world’s housing culture at one sight. The 21st Kyung Hyang Housing Fair in 2006 was participated by over 650 businesses from both Korea and other nations. The main theme of the Fair was ‘Human, Nature and Future,’ and it consisted exhibitions of Well-Being Furniture, Home Interior, Kitchen Fur- niture, Home Network, Tools and Construction Equipment, Construction Materials, Electric and Lightening Devices, Pension and Garden House, Remodeling, Housing Information, and DIY Exhibition, which attracted 587,632 visitors.

The Housing Fair in 2006, held in the KINTEX Hall (55,000m2) with the largest scale in the history of domestic exhibitions, included various events and ceremonies including Financial Planning Lecture, Children’s Architecture School, Silver Crafts, Wire Crafts, in addition to overseas export plaza and seminars related to architecture. It also included special invitation exhibition and seminars by overseas authors and designers. The Kyung Hyang Housing Fair Art Festival was held with the theme of Meeting of Arts and Architecture. Approximately 1,000 painters, from Korea and abroad show cased various works such as paintings, sculptures, fabrics, and other works of arts & design. Also, the contest for growing the veranda garden was held, which was competed by common housewives and club members for decorating a house according to the plant presentment in each residence space. In addition to these mentioned, many other side events were also held.

The Kyung Hyang Housing Fair has been an on-going annually event since its first opening in 1986. As the largest scale exhibition in Korea with approximately 750 participating businesses, with estimated 600,000 audiences, and 55,000m² of exhibition area, the 2007 Fair, the 22nd event, is expected to be the place concentrated with the latest information of the industry and will include over 100,000 high quality construction materials from both domestic and foreign manufacturers, and the place where state-of-the-art products, technologies, and trends will be introduced.

Design Seoul Report 85 Seoul Collection http://www.seoulcollection.org

As the first general fashion collection of Korea, the Seoul Collection’s purpose is to display to the world, the Korean fiber and fashion industries, and raise the Korean fashion industry’s to world-class standards sought after by Paris, Milano, New York, and London. The Seoul Fashion Artist Association (SFAA) inaugurated by twelve Korean top class designers have hosted regular collections two times per year, on April and October, with the start of the 1st Collection in November, 1990. Since 2004, the SFAA added various other fashions and became integrated Collection event.

The Seoul Collection established a buying system that included substantial business marketing activities and as its result, the performance of orders (contracts) from overseas buyers increased. Additionally, the Seoul Collection strengthened promotive activities through direct participation in famous overseas exhibitions, and strengthened its initiative in attracting important buyers from foreign countries such as Europe, Middle East, and North America. Fittingly, Seoul Collection is recognized as the Korea’s representative fashion collection.

Seoul International Cartoon & Animation Festival (SICAF) http://www.sicaf.or.kr

SICAF was first held in 1995. The Festival is sponsored by the Ministry of Culture and Tourism and the Seoul Metropolitan Govern- ment, for the purpose of developing the Korean cartoon and animation industry. Currently, the SICAF is hosted by the Organizing Committee of the SICAF, and conducted by various organizations centering around the Seoul Business Agency and the Seoul Anima- tion Center. The SICAF, which will greet the 11th Festival this year, will present various events such as the international digital cartoon competition and many others throughout the exhibition and film festival.

The 10th SICAF, held in 2006 recorded over 120,000 audiences for the exhibition and 16,000 audiences for the film festival. In particular, the number of the audiences in the film festival increased by 28 percent compared to that of the audiences attended in the previous year. Also, the number of view in the SICAF homepage and blog page, where an online show and cyber exhibitions were opened, is said to have reached 13,948,000.

Seoul Metropolitan Government is seeking to develop the SICAF as an international event and has established a policy to strategically develop digital contents industry.

86 UNESCO CITY OF DESIGN SEOUL Trade Fairs, Conferences or Events

Trade Fairs

Korea Electronics Show http://www.kes.org As the largest comprehensive exhibition in electronic IT sector, the Korea Electronic Show is a global exhibition in which overseas businesses and buyers participate.

KOMAF (Korea Machinery Fair) http://www.komaf.org The KOMAF is an event for creating demands for the machinery and increasing export through an exhibition, inspiring the desire for development through net technologies comparison exhibition, exchanging the mutual market information exchange and excavating transaction partners, improving the quality and technology of the machinery, and promoting at home and abroad.

Conex Korea http://www.conexkorea.org As a pure specializing construction machinery exhibition and greatest scale in Korea, the Conex Korea is a field of harmony between Korean construction machinery manufacturers and real demanders, while providing a field of a festivity, informing excellence of the Korean machinery industry to the world, along with harmonizing and accelerating technological development and inducing import substitution, strengthening national competitiveness, improving productivity, and inducing multi changes of regions for export.

Seoul Motor Show http://www.motorshow.or.kr As an luxurious and dynamic international motor show authorized by the OICA, the Seoul Motor Show is held for the purpose of accelerating technologies by motor comparison exhibitions, expanding exports through maintaining buyers, and inducing the settle- ment of right motor cultures.

Korea Metal Week http://www.ktfairs.com The Korea Metal Week is a professional exhibition related to the metal industry and around 300 businesses from 20 nations participate in it. The Korea Metal Week consists of the contents for products and manufacturing related to the metal, and while many businesses gather in a place, various technologies and products are showcased in each exhibition.

Inter Mold Korea http://www.koreamold.com The Inter Mold Korea is an exhibition specializing in molds, which showcases everything of the state-of-the-art mold and related machinery at home and abroad from product design to a manufacturing process to which the cutting-edge technology is applied.

Tool Tech (Seoul International Tool & Related Equipment Exhibition) http://www.tooltechkorea.com As an exhibition specializing in tools, where manufacturers and distributors are harmonized, the Tool Tech is a reliable exhibition recognized by the Korean government.

Design Seoul Report 87 Seoul Food & Hotel http://www.seoulfood.or.kr As an internationally authorized food exhibition of the UFI (International Union of Fairs) that is greeting the 25th exhibition since it was held first in 1983, the Seoul Food & Hotel is a food exhibition through the separation of the food machinery sector from a comprehensive exhibition related to foods. Overseas businesses from 40 countries participate in it with the scale of around 600 booths.

International LED EXPO (International LED & Solid State Lighting EXPO) http://www.ledexpo.com The International LED & Solid State Lighting EXPO is settling down rapidly as an only and leading exhibition in this sector, which can predict the future of the LED industry and meet the desires of buyers who want to meet business groups that will lead the industry.

Seoul Food Tech (Seoul Int’l Food Technology) http://www.seoulfoodtech.or.kr As an exhibition specializing in the machinery related to foods, the Seoul Food Tech is the greatest and highest level of, the comprehensive food exhibition in Korea, according as it composed the international hall with around 600 booths from 30 nations through the partnership with All world Exhibiton Company, which is a global exhibition business.

KOREA PACK 2007 http://www.koreapack.org The KOREA PACK 2007 intends the economy, environment friendly , and futurity of packing by contriving productivity improvement through developing motors and high qualities of materials under a slogan of [future, environment, and good packing]. Also, the Korea PACK 2007 has a purpose of contributing to increasing the international competitiveness of Korean products through the exchange of packing industry information and technological information.

Smart Home Network Show http://www.smarthomeshow.com As a home network industry exhibition that intends to share the present of ubiquitous that is spreading from home to city, and from city to nation level, the Smart Home Network Show has a purpose of being a field of active information exchange that provides an opportunity of business and promotion to co-operative experts, who are engaging in the same sector, and the audience.

International FPD EXPO (International Flat Panel Display EXPO) http://www.fpdexpo.co.kr As a KOREA FPD industry exhibition that encompasses from the LCD, PDP, OLED to FED and FD sector, the International Flat Panel Display EXPO is settling down rapidly as the leading exhibition in this sector, which can predict the display revolution of the FPD industry and meet the desires of buyers who want to meet the business groups who will lead the industry.

Nano Korea (International Nanotech Symposium & Exhibition in Korea) http://2007.nanokorea.or.kr In the International Nanotech Symposium & Exhibition in Korea, around 100 businesses and institutions from six countries over the world participate, and in its symposium, around 40 lecturers from five countries develop deep discussions over all sectors related to nano such as a nano device, nano material, nano process and equipment, etc.

Seoul International Electric Fair http://www.sief.co.kr The Seoul International Electric Fair is an exhibition where participants can check the present location of technologies of the electric power industry at home and abroad and estimate the future. In this Fair, the leading technologies and the products of various electric power are show cased, and around 160 domestic companies and around 20 companies from overseas eight countries participate.

88 UNESCO CITY OF DESIGN SEOUL Related Design General

Korea Design Exhibition http://www.kidp.or.kr As a whole country-scaled exhibition held according to the Enforcement Decree of the Industrial Design Promotion Act and as an awarding and exhibition event hosted by the Korea Institute of Design Promotion and conducted by the Korea Federation of Design Associations, the Korea Design Exhibition is a representative event consisting of the product design, environment/interior design, package design, textile/fashion design, multimedia contents design, visual design, industrial crafts, jewelry design, and invited/recommended author exhibition, etc.

Korean Youth Design Exhibition http://www.kidp.or.kr The Korean Youth Design Exhibition is progressed for the purpose of expanding the base of design through the youth, increasing the understanding of a role of design, and early excavating design talents while greeting the globalization era, and is classified into the elementary, middle, and high school parts. It is hosted by the Ministry of Commerce, Industry and Energy, and conducted by the Korea Institute of Design Promotion.

Industrial Design Promotion Congress http://www.kidp.or.kr As an event held for developing the design industry, the Industrial Promotion Contest is centered on the grand award for Korea design and the report on the countermeasure for developing the design industry. It is an event where managers, designers, and workers in the design business circle gather and harden a will to develop the design industry, in order to proliferate the design management mind and make a chance for improving industrial competitiveness by excavating companies excellent in design management activities and awarding the government prize through the grand award for Korea design, and in order to reach the 21st century’s design advanced nation to achieve a new take-off era.

Design Made http://www.designmade.org The Design Made is an exhibition event held in the Hangaram Design Museum at Seoul Art Center, and young designers at home and abroad host experimental exhibitions under various topics and share various possibilities.

Seoul Design Trend Forum http://seouldesigncenter.com/business-DesignEdu3.html As a forum conducted by the Seoul Design Center, the Seoul Design Trend Forum is progressed under the topic of the trend of changes in terms of society and culture, economy, and technological sector, with invited experts in each sector, in order to understand the organic relationship of trends.

General Assembly Public Design Culture Forum http://www.sheiscool.co.kr The General Assembly Public Design Culture Forum is making an effort for developing policies related to the public design seminar and public design, and enacting related laws, and also accelerates the strategical utilization of design in the public area through systems such as the grand award for public design, etc.

IDCC (International Design Culture Conference) http://www.kdri.org/education/IDCC2005pdf/idccmail.htm As an academic conference progressed under the topic of fusion among various cultures through design, the IDCC provided a filed of culture exchange, along with discussion about fusion with and difference from, other cultures under the topic of “HOMO MOVENCE_ Moving Design Culture in Mobile Era,” in the 4th conference in 2006.

Design Seoul Report 89 Related Visual Design

Korea International Sign & Design Show http://www.kosignshow.co.kr This is a show that showcases products representing the buyer’s requirement with purchasing powers that reflected the trend of harmonizing city environments, the trend of expanding advertising ranges, and the quality enhancement trend according to interior trends, and the trend of being large-sized, by many forms. As an event hosted by COEX and Korea Outdoor Advertising Association, it is sponsored by the Ministry of Government of Administration and Home Affairs, Korea Digital Printing Association, Korea Ad- vertising Group Federation, Function Homo Economics Group Federation, and Outdoor Advertising Press Media.

Korea International Poster Biennale http://www.kidp.or.kr The Korea International Poster Biennale is held in order to suggest the world trend and direction of graphic design, which is a center of knowledge information industry, for preparing for the 21st century information and digital era, and in order to raise Korean graphic design to the world-class level. This is an exhibition event sponsored by the Ministry of Commerce, Industry and Energy, ICOGRADA, and VIDAK.

Asian Environment Poster Design Exhibition http://www.papergallery.co.kr One hundred and fifty designers of each Asian country (Korea, Japan, Hong Kong, China, and Taiwan, etc.) from Asian member associations participate in this exhibition and exhibit a high level of poster design works for the design’s social contribution under the topic of environment.

The 6th Seoul-Asia Graphic Poster Triennale http://www.kecd.org/triennale/5poster.html As a public collection, awarding and exhibition event of graphic posters hosted by the Korea Modern Experiment Author Association, it is held every three years. The poster works of various topics and techniques of prominent visual designers are exhibited.

Paper Tainer Museum Exhibition http://papertainer.design.co.kr As an exhibition hall composed of papers and containers produced by architect Sigeyru Van, it is planning a circuit exhibition to the country and foreign nations after finishing an exhibition in Seoul for four months. As a space that puts the cultures of all of the world together while moving spaces like a container threading each place of the world through, and simultaneously as an environmental friendly construction that denied all industries, the museum itself was represented as arts.

Int’l Digital Printing & Graphic Design Show http://papertainer.design.co.kr The exhibitions of the real presentment sector of digital printing, image presentment & graphic design industry sector, digital printing industry sector, digital print industry sector, and media sector related to digital printing are progressed.

Seoul Book Art Exhibition The Seoul Book Art Exhibition is an event hosted by the National Museum of Contemporary Art, Korea, the Korean Publishers Association, which is a corporation aggregate, and around 500 types of art books, book arts, and art works of around 300 authors from around 20 countries such as Korea, the U.S., British, French, Spain, and Germany, etc. were exhibited. Visitors can ruminate the meaning of books not as a method of delivering these art works and contents, but as the modeling itself.

90 UNESCO CITY OF DESIGN SEOUL Seoul International Book Fair 2006 http://www.sibf.or.kr/2006/index.htm The Seoul International Book Fair, which has been opened as an annual event since it became the international book fair in 1995, informs the publication of Korea, which is one of top eight publisher nations in the world, to the world, and functions as a field for globalizing the publication industry through a copyright transaction.

Calligraphy Design Exhibition In the Calligraphy Design Exhibition, the pure calligraphy, which can be a base for calligraphy, under the theme of ‘Calligraphy+Life’ was shown, and there were design cases that developed this pure calligraphy, and also products, which was commercialized with characters by using calligraphy, were exhibited. Visitors can view a form that calligraphy, which is increasingly disappearing, is born as a new form by being harmonized with design.

Related Interior Design and Architecture

Seoul Living Design Fair http://www.livingdesignfair.co.kr As an event jointly hosted by Design House Co., Ltd. and COEX, and conducted by monthly magazine, , the Seoul Living Design Fair greets the 13th fair this year in 2007. As the only interior exhibition in Korea, which reflects a new trend of the year from 1994 to the present, it has continued to grow in the quantity of participating companies and participating audiences or in the quality of exhibition every year. The Seoul Living Design Fair seeks for the new product, the announcement and promotion of new design, the enhancement of quality of items related to home living and development of design, and the quality enhancement and varying of interior products through comparison of domestic and foreign products, and as a living interior comprehensive exhibition, it has grown to be a design fair standing for Asia. As for the living design fair in 2006, 175,300 audiences visited it.

KOFURN (Korea International Furniture & Interior Fair) http://2006.kofurn.or.kr KOFURN suggests a new trend of housing culture to make a living space more convenient and comfortable. As a field of the future– oriented successful business and as a large-scaled event in which around 200 businesses and around 1,000 booths at home and aborad participate, it is the greatest marketing exhibition where visitors can check the most recent trend at home and abroad.

Korea Interior Architecture Award http://www.kosid.or.kr As a field for expanding the base of interior architectural design and finding out excellent, fresh, and new talents, the Korea Interior Architecture Award is held annually. As an event standing for Korea in an interior architecture sector, it has been held every years since the first Korea Interior Architecture Award was held in 1989.

National Exhibition of Korean Architecture http://www.kia.or.kr The National Exhibition of Korean Architecture has the main purposes of expanding a field for the recognition of common people on architecture culture in an event centering around architects, which has been performed annually by the Korean Institute of Architects, and increasing exchange among companies related to architecture, It consists of the invited author show of the National Exhibition of Korean Architecture, general competition, special exhibition, company exhibition, awarding of the Korean Institute of Architects prize, conference, and various side events.

Design Seoul Report 91 Housing Brand Fair http://www.leadexpo.co.kr The Housing Brand Fair is a comprehensive exhibition event of environmental friendly high-tech luxury brand housing materials, and about 3000 exhibits from around 330 businesses at home and abroad (270 domestic businesses/26 overseas businesses) are displayed.

Homedex http://www.homdex.com As a comprehensive exhibition related to architecture and interior, which is hosted by Chosun Daily Newspaper Company, the Home- dex exhibits variously under a theme of architecture housing culture of the future. It is an exhibition event seeking the Global Market Place for gathered suppliers and buyers, which is an overseas marketing route for participants, by activating the domestic market, expanding the attraction of overseas buyers, and exhibiting high qualities of overseas products.

Home Deco Fair http://www.homedecofair.co.kr The Home Deco Fair is a party-mood consumer fair, which shows an advanced design trend and the highest qualities of living products and items to the audience to meet the era when an interest in interior and housing environment is rising, and provides a lecture program related to living and a highclass canape set by a food stylist.

MBD Architecture Fair http://www.dong-afairs.co.kr/m01/main.asp The MBD Architecture Fair has the purpose of providing information related to architecture materials, interior, furniture, garden house, landscape and IDY product, lightening, real estate sales, and construction renovation, and activating related industries through the marketing places of companies. Around 330 businesses participate and around 3000 exhibits are displayed.

Asia Interior Design Institute Association 2006 General Assembly & Conference http://www.aidia2006.com The Asia Interior Design Institute Association 2006 General Assembly & Conference is a place for seeking the developing direction of the interior design sector of the Asian region, and many of domestic and foreign interior design professionals such as Karib Raseed, who is a world-class industrial designer, and Yacov Pan Race, who is a representative of the Dutch famous construction company, ‘MVRDV,’ etc. participated.

Related Fashion Design

Preview in SEOUL http://www.previewinseoul.com As a representative fair related to the textile industry, the Preview in Seoul is hosted by the Korea Federation of Textile Industries, Daegu City and Seoul Metropolis, and sponsored by the Ministry of Commerce, Industry and Energy. In this event, 200 companies participate with a scale of 400 booths, and around 12,000 buyers visit here. In Korea, this fair is held with the title of ‘Preview in Seoul,’ and in China, in 2007, it will be held with the title of ‘Preview in SHAGHAI.’ As side events, various fashion shows and seminars take place.

Korea Fashion Fair http://www.fexpo.co.kr/main.html For the purpose of developing the fashion industry by providing an opportunity of activating the distribution channel for fashion brand, the Korea fashion Fair consists of various fashion shows, exhibition, brand explanation meet, seminar and display.

92 UNESCO CITY OF DESIGN SEOUL Fashionbiz Fair http://www.fashionbizfair.co.kr/2006/main.asp The Fashionbiz Fair was planned to perform a leading role in the fashion distribution market at home and abroad by maximizing the show of fashion product order reception between fashion businesses and distributors, fashion product sales show between them, and the road ship expo for opening an agency, and also maximizing the domestic clothing & raw/sub materials marketing. This is the Korean first trade fair that connects fashion businesses and distributors. This is a cornerstone on which a fair can make a step as the international fair that can be paralleled with the fashion exhibitions of the world.

Related New Media/Digital Contents

Seoul International Media Art Biennale http://seoulmoa.seoul.go.kr As an event hosted by Seoul Metropolitan Government, and conducted by the Seoul Museum of Art in Seoul, Korea, and the Organiz- ing Committee of the Seoul International Media Art Biennale, the Seoul International Media Art Biennale is an international media art festival that shows colorful art works, which are created according as media technologies and modern arts meet. It started with the name of ‘Media City Seoul’ in 2000, and beginning from the 2nd biennale, its name changed to the ‘Seoul International Media Art Biennale.’ It introduces the state-of-the-art works, which appeared newly, every two years, and showcases an artistic imaginative power, which uses advanced technologies, and accordingly it collapses the boundary among various areas and simultaneously it provides a stepping stone for advancing toward a newer culture.

Seoul New Media Festival http://www.nemaf.net As a new media culture festival that intensively introduces the Asian young authors/citizens’ works, which become the new art and imagination media along with the modern culture, the Seoul New Media Festival seeks for being not a uni-directional festival but a bi- directional media, and is progressed centering around the sound/audio, video, and net, which are subjective independent media. It consists of the Asian new media work competition section, the overseas exchange show of ten countries such as Japan, Hong Kong, the U.S., and Canada, the special planning exhibition, the workshop, and the solidary program of various cultures in front of Hongik University.

Seoul Fringe Festival http://www.seoulfringe.net Around 500 performances and exhibitions are opened in around 30 venues, galleries, and live clubs around Hongik University, which is a culture district of Seoul./Academic events such as a lecture meeting and forum, etc. for activating the creation exchange of independent art are progressed/A field of free exchange between artists and the audience. The Seoul Fringe Festival accelerates continued overseas exchange between Asian modern performance art and independent artists.

RESFEST (Resfest Film Festival) http://www.resfest.co.kr/resfest As a global tour movie festival circulating the whole world, RESFEST is managed with colorful programs of the concepts of “the meeting of image, music, culture icon, design, and art, the innovation, and the hybrid DIY.”

Design Seoul Report 93 Related Game and Animation

G★2007 (Game Show & Trade, All-Round) http://www.gstar.or.kr There are programs such as the PC/on-line game of the world staring with a game/on-line game, wireless/mobile/PDA game, video game, arcade game, peripherals devices related to game, software and technology related to game, game software for entertainment and education, multimedia, multi-platform contents, and interactive entertainment contents profession education, etc.

Asia On-line Game Conference (AOGE) 2006 Seoul http://www.gamek.or.kr/aogc2005seoul/aoge_01.html The Asia On-lin Game Conference 2006 Seoul is a conference that examines the current status of the on-line game industry of Korea, China, and Japan, and suggests a vision about the Asia game industry of the future.

Related Crafts

International Craft Fair http://www.kcpf.or.kr The International Craft Fair is the Korean greatest-scaled craft fair where craft works, interior items related to craft, publication, craft materials are gathered. The first fair was held in 2006 for the purpose of prospecting the domestic craft industry and unearthing competitive craft brands.

Korea Heritage Craft Award This is the heritage craft competition started to be held in 1976 for the purpose of transmitting and preserving traditional crafts, and for the purpose of contributing to development of Korean traditional craft culture by developing craft culture. It is hosted by the Korea Intangible Cultural Properties Function Preservation Association and sponsored by the Ministry of Culture and Tourism, the Cultural Heritage Administration, the Korean Culture & Arts Foundation, the Foundation for the Preservation for Cultural Properties (FPCP), and the Korean Broadcasting System (KBS), etc.

Related Design Education

Design College Expo http://www.sibf.or.kr The Design College Expo is held for the purpose of contributing to raising the competitiveness through enhancement of a design level and creating the manpower by comparing and exhibiting graduation works of design colleges at home and abroad.

94 UNESCO CITY OF DESIGN SEOUL Media

In Seoul, Korea’s representative public broadcasting companies and cable broadcasting stations are close-packed. They are broa casting contents related to various designs through TV media. The air wave broadcasting shows various contents related to design in special programs and new documentary program. The cable companies have special channels related to fashions and trends, in addition to specialized programs related to new media. More programs related to design are also produced through the DMB, a newly introduced TV media through break-through in IT technology and changes in media environment. Representative programs are described below:

Air Wave Broadcast • Special Programs Cheonggyecheon ditch (KBS, MBC)/ Who is leading the future? (MBC)/ A new playground project (KBS)/ The science of sound, the world of sound design (EBS) • Documentary Cardinal five colors (MBC)/ Ship of Korea (MBC)/ Universal design, the very beautiful coexistence (MBC)/ Korean clothing (MBC)/ Korean-style house (MBC)/ China and porcelain (MBC) • Program Culture zone , Love and enjoy! (KBS)

Local broadcast • Reporting program Hi Seoul Report (TBS)

Cable broadcast • Documentary Design, Designer (EBS PLUS 2) • Special broadcasting Planning special related to design fashion (YTN) • Fashion and trend channel Fashion collection, trend information providing program (Dong Ah TV) • Program Click new media (SkyPlus)

DMB • Program Woman reading a book for people (U1 media)

Design Seoul Report 95 Publications & Journals

The development of new media, widely known as the ‘internet,’ is changing the direction of the publication business. Nevertheless, when the issued number of publication for the past five years are examined, the issued number in the art and design sector has consis- tently been increasing. When evaluated with 2005 as the basis, 3,105,954 books in 1632 variations were published in the field related to arts including design.

Year Number of Issue in Art and Design Total Number of Issue 2005 3,105,954 96,390,352 2004 2,500,800 82,092,520 2003 2,247,908 78,090,894 2002 2,019,200 81,555,027 2001 2,097,040 75,020,758

When journals and publications such as newspapers and magazines are considered, 8,088 genres of books were published in Korea, among which 4,769 genres were published in Seoul alone. Journals related to various designs are published from various media companies, publishing companies related to design, and associations and groups related to design. Accordingly such journals perform a role of disseminating information and trends related to design. The case that the daily newspaper covers contents related to design is estimated to be 6,800 and it is mostly composed of design trends or the new design announcements by companies. These figures are based on 2006 statistics.

Category Daily Communi- Daily Weekly Monthly Bi-monthly Quarterly Twice Online Total newspaper cation newspaper per year newspaper Total 181 2 372 2,560 2,946 427 872 278 447 8,085 Seoul 50 - 68 1,301 2,092 293 579 169 217 4,769

96 UNESCO CITY OF DESIGN SEOUL Representative magazines related to design are described below:

General Design Monthly http://mdesign.design.co.kr The monthly magazine , which started to be published in 1976, is a design specializing magazine that has the longest history in Korea and handles the general design.

Industrial Design Cad graphic http://cadgraphics.co.kr As a magazine specializing in CAD/CAM/CAE/PDM field, etc, this magazine provides information related to engineering solution of the machinery, architecture, and industrial design field.

Architecture Architecture and Environment http://www.c3korea.net C3 Korea is also called, ‘Architecture and Environment,’ and C is an abbreviation of ‘context.’ This magazine lists an architecture specializing magazine, ‘Architecture and Environment,’ architecture materials, portfolio, and competition and event news. Space http://www.spacea.com An architecture magazine that has been published for the longest time in Korea, it started to be published by architect, Kim Su-Gen, in November 1966, and now it has settled down as an architecture specializing magazine. Architecture World http://www.archiworld-pa.com This magazine intensively introduced, analyzed, and put in order excellent works among architects recently completed. It intensively analyzed and introduced the prize winners of the design competition every month. Architecture Culture http://www.archious.com The monthly, ‘Architecture Culture,’ started to be published in 1981. It is a Korean representative architecture magazine that provides the issue of the general architecture circle and a field for producing active discourses.

Interior Interior http://www.INTERIORSKOREA.com This magazine started to be published by the Ga-in Design Group in October 1986. It has the purpose of establishing the concept of Kore- an interior design and contributing to social public goods, and it performs a role as a comprehensive interior design specializing magazine. bob www.archious.com As a monthly interior specializing magazine, BOB introduces the language and philosophy of creative design of world-class designers, who are active in each nation, and the various and experimental works.

Design Seoul Report 97 Landscape Environment and landscape http://www.landscapeworld.co.kr As the Korean first landscape specializing magazine, this magazine provides a variety of and professional, landscape information for development of the Korean landscape field.

Fashion/Beauty Casa living http://www.casa.co.kr This is a lifestyle-related magazine that comprehensively handles the world-class trend of design and color, architecture, interior, fabric, flower, and fashion and beauty information. La Sposa http://www.lasposakorea.com , a magazine that provides every information related to wedding, is a wedding magazine that provides profitable information over a dress, ring, and hotel, etc. for women who are expected to marry. Cosmopolitan http://cosmopolitan.joins.com This magazine provides the information on the newest vogue of the fashion and beauty field. Siugles http://www.thesingle.co.kr This is a life-style magazine, centering around fashion and beauty, in a new form, for imposing singles who enjoy their own lives properly and invest in themselves. Anan http://ianan.co.kr This magazine provides the trend information to the whole life style such as fashion, beauty, career, entertainment, interior, and culture, etc.

Graphic/Visual Graphics live http://www.graphicslive.co.kr This magazine provides the newest information related to graphic design and computer graphic. Illuste http://illusthouse.com This magazine started to be published in September 1999. It introduces the works of Korean and foreign famous illustrators. It provides a variety of information, such as the introduction of favorite techniques of backbone authors and the guidance of competitions, etc. Monthly W.E.B http://www.impress.co.kr This magazine provides the information related to the past, present, and future of the Korean Internet industry in 2000, and information related to the web design. Mac Madang http://www.macmadang.com This is a specializing magazine that provides the trend information and technology information to mania users.

98 UNESCO CITY OF DESIGN SEOUL Web–based Contents

Web–based contents, which provide a variety of information related to design according to the development of Internet environment, are being created. The leading content among them is the ‘DesignDB’ operated by the Korea Institute of Design Promotion. DesignDB has the greatest–sized design database established, and was developed to enable community function for design practitioners and to simplify purchase and sales of design items through ‘design E market.’ Other notable Web Based Contents include ‘Design Technology Comprehensive Information Center,’ ‘Design Census,’ ‘Raw Material Surface Treatment Technology Development Business DB,’ and ‘Design Color Pallet.’

Additionally, ‘Design-flux’ professionally provides overseas design information, ‘DDB,’ which is a community of specialized designers, ‘Design Jungle,’ which is a design information portal, and ‘ SamSung Design Net’ and ‘Seoul Fashion Portal’ provide fashion trend to professionals.

Design DB Design Technology Compre- Design Census Raw Material Surface Treat- Design Color Pallet http://www.designdb.com hensive Information Center http://designdb.com/ ment Technology Development http://designdb.com/color/ http://designdb.com/psd/ census/ Business http://www.designdb.com/

Design Flux ddb Design Jungle SamSung Design Net Seoul Fashion Portal http://designflux.co.kr http://ddb.design.co.kr http://jungle.co.kr http://www.samsungde- http://www.sfdc.seoul.kr sign.net

Design Seoul Report 99 Awards

Design General Name Hosting/Conducting Nature Excellent design product The Ministry of Commerce, This is the Korean representative standardization system that selects excellent selection (GD mark) Industry and Energy/Korea Insti- designs. tute of Design Promotion Korea Industrial Design The Ministry of Commerce, As a comprehensive design awarding system performed by the Enforcement Exhibition & Awards Industry and Energy/Korea Insti- Decree of the Industrial Design Promotion Act, this exhibition awards to and tute of Design Promotion displays, excellent designs over the interior, package, textile, fashion, multimedia, contents, visual design, industrial craft, and jewelry, etc. The highest-class award is the President Prize. Korean Design Award The Ministry of Commerce, It is awarded in order to proliferate the design management mind and create a Industry and Energy/Korea Insti- chance for enhancing the competitiveness of industry by finding out companies, tute of Design Promotion which display excellent design management activities, and awarding the government honors. Creative Designer Award Korea Federation of Design As an award endowed to the creative achievements of designers and broad design Associations activities, it is awarded to designers who have been active in each field for more than ten years after their results of recent three years are examined. Venture Design Award Korea Institute of Design Pro- The Venture Design Award is endowed for the purpose of supporting marketing motion. YTN. Munhwa Daily activities and strengthening and contriving product competitiveness by selecting Newspaper Company and promoting the excellent design products of the Korean small and medium sized venture companies, and for the purpose of raising the awareness on the importance of design. Youth Design Exhibition The Ministry of Commerce, The Korea Youth Design Exhibition early finds out design gifted persons and Industry and Energy/Korea Insti- awards to them in order to expand the base of design through the youth, increase tute of Design Promotion the understanding of a role of design, and preoccupy the stature in limitless competitions according to greeting the gloabalization era. Korea Design Award IDAS Korea (President Hong This is a system that selects the ‘project of the year’ in each field, and ‘the design Ra-Hi)/Monthly manager of the year’ and awards to them.

Industrial Design Name Hosting/Conducting Nature Korea Industrial Design Korea Industrial Designer This is an ‘industrial design festival’ that picks the best work in each field among Award Association products designed by Korean designers for one year. Universal Design The Human Rights Forum for This is a program that divides into three fields such as the product, city and Competition Person with Disabilities in Korea architecture, and visual design, collects publicly, and awards to, works in order to enhance, popularize, and proliferate the understanding of the universal design.

100 UNESCO CITY OF DESIGN SEOUL Name Hosting/Conducting Nature Lightening Planning Korea National Housing Corp. This is a program that collects the planning of the excellent lightening device for Design Competition houses and the complex landscape lightening with the newest design publicly and awards to them in order to enhance a quality of finish materials of apartments and form a comfortable housing environment. Steel Furniture Design The Ministry of Commerce, This is a competition of creative and practical works with the vivified characteris- Competition Industry and Energy, Maeil tics of steel furniture and this competition is sponsored by POSCO. Business Newspaper Company

Visual Design Name Hosting/Conducting Nature National Symbol Design Ministry of Government Admin- This is an awarding program that is held for the purpose of raising the awareness Competition istration and Home Affairs, Korea on the national identity, forming the national consensus about the importance Institute of Design Promotion of symbol design, researching a measure for enhancing the Korea brand value through improvement of national image, and strengthening a capacity for developing creative design. Public Advertising Awards Korea Broadcasting System This is a system that selects works, which reflected social issues, such as a racial discrimination issue, an interest in and consideration for, the alienated class, etc,, through design and advertisements, and awards to them. Korea Tourism Poster Korea Tourism Organization This competition collects poster designs for the promotion and publicity of the Competition Korean tourism industry publicly.

Package Design Name Hosting/Conducting Nature Korea Package Design Korea Package Design Asso- This competition selects excellent package designs and awards to them. Competition ciation/Korea Package Design Institute Best Package Design Korea Package Design Institute As a product design awarding system of the pure academic purpose, this started Awards Korea from an intention of establishing Korean product culture rightly and raising Korean design competitiveness, and as its result, enhancing a quality of life.

Environmental Design/Public Design Name Hosting/Conducting Nature Korea Public Design Award Korea Public Design Forum/ It encourages the use of design of the public area and selects cases that the lives of Korea Public Design Association citizens were improved through design, and awards to them.

Design Seoul Report 101 Name Hosting/Conducting Nature Seoul Metropolis Good Seoul Metropolitan Government The ‘Seoul Metropolis Good Signboard Competition’ is a program that awards in Signboard Competition order to enhance the levels of outdoor advertising materials and make a desired advertising culture take root Korea Space Culture Award Korea Institute of Architects/ This is an awarding system that unearths and encourages the business, which Ministry of Culture and Tourism created and improved public places in the daily life, which are beautiful, comfortable, and convenient, and can be used pleasantly with a creative idea and along with citizens.

Architecture Name Hosting/Conducting Nature Award of Korea Institute of Korea Institute of Architects This selects seven works, which are the most excellent and have the highest level Architects of achievements of architecture, among works, which were completed for one year, and awards to architects, builders, and construction companies, and exhibits the works. Seoul Metropolis Architec- Seoul Metropolitan Government, It encourages the construction of architectures of an artistic value and a high ture Award Korea Institute of Architects level of technologies to attempt to develop an architecture culture and increase the city beauty, and divides into the new architecture field, remodeling field, and night landscape lightening field and awards to them. Korea Civil Engineering & Maeil Business Newspaper This is an awarding system that was established in order to contrive the develop- Construction Award Company, Architectural Institute ment and the raising of the competitiveness, of the Korean civil engineering of Korea, Korean Society of Civil construction industry. Engineering

Fashion Name Hosting/Conducting Nature Korea Textile Competition Korea Federation of Textile This is a competition that finds out, supports and nurtures young and competent Industries new textile designers to expand the base of design professional manpower, and inspires the recognition on textile design to contribute to the promotion of the textile design field and the development of the textile industry. Seoul Fashion Awards Seoul Business Agency This is a program that selects fashion related workers who contributed to the Korea Fashion Association Seoul fashion industry for one year and awards to them, in order to enhance the morale of fashion-related workers and support right fashion creating activities. Seoul Modellist Contest Seoul Fashion Design Center This is a contest held under the sponsorship of Seoul Metropolitan Government in order to find out and nurture excellent modelist in a fashion field to activate a pattern design field, and in order to raise the stature of modelist to contribute to expand the base of the fashion field, and accordingly, to contrive the balanced development of the fashion industry. Budding Designer Collection Seoul Fashion Design Center This is the door to eminence for budding designers that selects eight budding designers and hosts a collection and culture performance.

102 UNESCO CITY OF DESIGN SEOUL New Media/Digital Contents Name Hosting/Conducting Nature Web Award Korea Web Award Committee, Korea This is an event that evaluates excellent web sites in terms of the planning EBI Association and contents, design and technology, and web accessibility, among web sites established for one year, and awards to them. Also, this is a conference event that introduces the know-how for web site establishment practice, diagnoses the present, and prospects the future, through a seminar for discussion of core topics regarding the web contents, web technology, and web accessibility. Culture Archetype Creation Ministry of Culture and Tourism, It collects cartoons, which used the creation materials of various digital culture Contents Competition Korea Content Export Informa- archetypes (contents that can be used on-line or in mobile, such as comics, webt- tion System oons, and mobile cartoons), images (online or mobile motion picture contents such as the 2D/3D/Flash animation, cyber character, motion graphic, kinetic typography, etc.) design (creation of contents that can be used on-line or in mobile, such as the web and GUI design., etc.), publicly. Korea Cartoon Animation Ministry of Culture and Tourism, It inspires creating desires and contrives the activation of the industry, through Awards Korea Content Export Informa- selecting excellent cartoon animation character works and awarding to them. tion System Edutainment Competition Korea Content Export Informa- This competition suggests the right direction of e-learning through using tion System edutainment contents, where game and learning are combined based on e-learning, proliferates the nation mind, and provides an opportunity for sound learning game experience to the elementary school students of the whole nation. Global Mobile Contents Korea Content Export Informa- It raises the international stature of the Korean contents industry through the Award tion System, Ministry of Culture first “international mobile contents awarding ceremony” that puts together re- and Tourism gions over the world and leads the international trend of mobile contents, and as a result, expands an opportunity of Korean mobile contents businesses advancing to overseas markets.

Crafts Name Hosting/Conducting Nature Seoul Craft Award Seoul Cty, Seoul Business Agency It is an awarding system for encouraging craftsmen resided in Seoul to develop craft culture products. National Craft Competition Seoul and Medium Business Ad- This competition finds out Korea traditional excellent artifacts and awards to ministration, Korea Federation of them to contrive the development of the craft industry and form the export and Small and Medium Business market base of excellent products.

Design Seoul Report 103 Design Education

In elementary and secondary education (grades 1 through 12), design is handled in Fine Arts, Technique, and Home Manage- ment subjects. In Seoul, there are 568 elementary schools with 689,169 students, 367 junior high schools with 384,977 students, and 316 high schools with 349,154 students. However, specific design subjects are generally educated at private art institutes and computer institutes as after-school programs. Professional design programs are generally offered at community colleges (2-year associate programs), universities (4-year bachelor programs), and graduate schools (2-3-year master and doctorate programs). In Seoul, there are 10 community colleges, 18 universities and 51 graduate schools which offer design programs. In addition, 57 high schools also include design programs in their curriculum. In particular, Design educational institutes that offer design programs participate in ‘the Brain Korea 21 Project’ of the Korean Government and ‘Seoul Research & Business Development Projects’ to foster outstanding manpower and contribute to local communities. The most accredited educational institutes in Seoul’s design education system are of course, the design universities. In Seoul, about 24,000 students are taking advanced design programs. Ample design professionals provide fundamental basis for Seoul to become a design city and guarantee that Seoul will become a City of Design in the future.

There are various career training programs and certificate programs relating to design. Two polytech schools and 76 vocational schools offer various design certificate programs. The Central Government widely sponsors various career training programs pertaining to design industry. About 400 private institutions also offer programs in Web Design, Computer Graphic Design, Pub- lication Design, Architecture, Interior Design, Game/Programming, Animation, Fashion Design, Automotive Design, Advertising Design, Jewelry Design, Accessory Design and Color/Colorist. Design programs for general population include courses offered by Seoul Women’s Foundation, Seoul Design Center, community cultural centers, Continuing Education centers in colleges, and social education centers. Department stores and private cultural centers also provide practical design training programs for ordinary citizens, while colleges offer more professional programs in De- sign Management, Design Marketing, and New Media Design. Seoul government employees are also participating in design education at Seoul’s public training center to foster their design capacities and to be able to use design as a strategic tool of innovation.

104 UNESCO CITY OF DESIGN SEOUL Universities and Research Institute s University and Graduate School University(enrollments) 10,000 Over 5,000~10,000 18 Universities & 51 Graduate Schools in Seoul, offering degrees in design. DukSung Women’s University 5,000 Below Korea SamYook Universit y Junior Colleges, Colleges Research Institute s

km Seoul Women’s University 0 2 4

KwangWoon University SeoKyeong University KookMin University DongDuk Women’s University SangMyung University HanKuk University of Foreign Student SungSin Women’s University KyungHee Universit y SungKyunkwan University Korea University MyongJi University The University of Seoul HanSung University KyongGi University Yonsei Universit y DongGuk University Ehwa Women’s University HanYang University Korea Christian University HongIk Universit y SoGang University SeJong University SeokMyung Women’s University

KonKuk Universit y DanKook University

Korea National University of Physical Education

ChungAng University

SoongSil University The Catholic University of Korea

SungKongHoe University

Seoul National University of Korea

There are 471,923 students currently enrolled in 45 universities in Seoul and of these, 25 schools provide design related degree program. There are various departments and majors pertaining to Industrial Design, Visual Communication Design, Fashion Design, Industrial Craft Design, Media Design (Video and Animation), Architecture, and Interior Design. The total new enrollment allocation in these 45 universities for the year 2007 was 75,669 students. 2.3% of all the students in universities in Seoul, or 10,664 students, are currently in the design field of majors with 239 professors teaching in the design related subjects. In 46 graduate schools in Seoul, there are 3,826 students undertaking master and doctorate degree programs in the field of design. Among them, 3,387 are enrolled in the master degree programs and 489 in the doctorate degree programs. Per field of major, general design field has 819 students, industrial design field has 236, visual design field has 279, and other design fields has combined enrollment of 2,236 students. When examining the specialized courses in the design field degree programs by the universities in Seoul, one can note that various supplementary subjects are also taught in these universities. The Seoul National University offers English and Brand related courses that pertains to design business in order to foster designer’s international communication abilities and brand development capabilities. Hongik University offers Theory of Design Culture course that deals with design culture. Hanyang University offers Language and Text, Design Applied Statistics, and Design Market- ing. Chungang University offers Design Marketing and Advertising courses. Kookmin University offers courses relating to Sculptural Psychology, Material and Structure, Production and Processing, Design Management, and Presentation Techniques. Seoul National University of Technology offers courses in Invention and Technological Innovation, Design Ecology, Design Psychology, Design Marketing, Digital Cultural Issues, Design Management Strategy, and Production Technology. Universities in Seoul also offer academic education in various courses in engineering, business, and humanities to help designers to play a pivotal role in the world of business. Overall, Visual Communication Design is the most popular design field of major, followed by the Textile (fashion) Design, and the New Media and Digital Contents topics are also gaining popularity.

Design Seoul Report 105 Chung-ang University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://caugs.cau.ac.kr The College of Engineering Architecture Architectural Engineering B.E Young Tak Kim, 17 Heukseok-dong Architectural Director of Engineering Dongjak-du Seoul Korea The College of Construction Architectural Engineering B.E Hyun Ho Lee, 47 Tel: 82-2-820-6114 Engineering Urban and Civil Engineering Urban Engineering B.E Director of Architecture 80 Civil Engineering School of Arts Visual Design B.F.A Hyun Ho Lee, 37 Industrial Design Director of Architecture

Graduate School In Chung-ang University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Humanities and Society Urban & Regional Planning M.A Professor Hun Soo Park 24 Arts and Physical Design Industrial Design M.F.A Professor Sung Soo Hong Design Studies Ph.D 00 Art & Craft Architectural Arts Photography Engineering Architecture M.E Professor Yong Jae Lee 20 City Architecture Ph.D Architectural Engineering Graduate School of Arts Design Craft M.F.A Sang Shik Choi, 135 Fashion Arts M.E Director of Arts Graduate School of Architecture Construction Engineering Yong Jae Lee, 100 Architectural Engineering Director of Architecture Urban Engineering Interior Architecture Graduate School of Media Media Engineering M.F.A Joon Gi Baek, 185 Media Arts Ph.D Director of Media Dan-kook University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://dankook.ac.kr School of Art and Craft Ceramic Arts B.F.A Director of Art and Sculpture, 110 147 Hannam-ro Yongsan-gu Visual Design Hyuk Soo Kim Seoul Korea 140-714 Industrial Design (Fashion/Product) Tel: 82-2-709-2255 School of Architecture Architecture B.Arch Director of Architecture, Architecture Engineering Ran Jung

Graduate School In Chung-ang University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School UrbanPlanning & Real Estate Urban and Regional Planning M.S Professor Hoe Seo Kim 30 Architectural Engineering Architectural Structure M.E 27 Materials and Construction in Architecture Architectural Environment and Building Facilities

106 UNESCO CITY OF DESIGN SEOUL Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Architecture Architectural Planning and M.Arch Professor Suk Chan Goh 20 Design Architectural and Urban Design Architectural Interior Design Dept. of Craft Arts Metal Art & Design M.F.A Professor Sang Rak Kim 15 Fiber Art & Design Graduate School Dept. of Graphic Design Visual Design M.F.A 25 Package Design Advertising Design 27 Media Design Printing Design Dept. of Sculpture and Art Metal Science Design M.F.A CeramicMetal Science Design Fiber Science Design 12 Visual Communication Design Visual Communication Design M.Des Sang Rak Kim, 50 Digital Media Design Director of Design Industrial Ceramics Design Costume Jewelry and Product Design Fiber Craft Design Media Design Floral and Plant Design Fashion and Textile Design City and Real Estate Development | City M.C Byung Ryang Kim, 20 Planning Director of Graduate School Dong-duk Women’s College Name Department/Major Degree Prominent Professor Average No. Univercity Offered of Graduates http://ipsi.dongduk.ac.kr College of Design Fashion Design B.Des Professor Chan Hong Min 160 Hawallgok2-dong 23-1 Sungbook- Industrial Design gu Seoul Korea 136-714 Media Design Tel: 82-2-940-4000 Graduate School in Dong-Duk Women’s Univercity Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Fashion Design M.Des Professor Hyung Gyun Song 27/8 Industrial Design M.Des Professor Chan Hong Min 35 Fashion Design Digital Media Design Duk-sung Women’s College Name Department/Major Degree Prominent Professor Average No. University Offered of Graduates http://www.duksung.ac.kr Art College Division of Arts Interior Design B.F.A Professor Won Bok Lee 80 419 ssangmun-ding dobong-gu Visual Design Seoul Korea Fiber Art Design Tel: 82-2-901-8000 Fashion Design

Design Seoul Report 107 Graduate School in Duk-Sung Women’s University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Textile Product Design M.Des Dong Rim Jang, 13 Fashion & Textile Business Fashion&Textile Design Director of Graduate School Ewha Womens College Name Department/Major Degree Prominent Professor Average No. University Offered of Graduates http://www.ewha.ac.kr College of Arts Division of Design Visual Design B.D Yong Gil Oh, 65 11-1 Daehyun-dong Seodae- Fashion Design Director of Arts mun-gu Seoul Korea Industrial Design Tel: 82-2-3277-2114 Environment Design Division of Arts & Crafts Fabric Art B.F.A 30 Ceramic Art College of Engineering Division of Architecture 4-year Architecture Program B.A Myung Hee Kim, 50 5-year Architecture Program Director of Engineering

Graduate School in Ewha Womens University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Design Division of Design Visual Design M.F.A Hye Sook Lee, 20 Fashion Design Ph.D Director of Graduate School Industrial Design Environment Design Graduate School of Design Division of Arts & Crafts Fabric Art M.F.A 10 Ceramic Art Fashion Design M.F.A Byung Kwon Oh, 76 Fabric Design Director of Design Ceramic Design Information Design Photography & Editorial Design Interior Design Design Management Hansung University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.hansung.ac.kr College of Arts Division of Media Design Hyper Media Design B.F.A Professor Yul Cho 120 Samsung-dong 3 Sungbook-du Contents Animation & Product Interaction Seoul Korea 136-792 Interior Design Tel: 82-2-760-4114 Division of fashion Fashion Design B.F.A Professor Jae Young Lim 160 Design Business Apparel Fashion & Business

Graduate School in Hansung University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Dept. of clothing & Textile Apparel Production & Fashion M.F.A 120 Design Apparel Science History of Costume & Fashion 160

108 UNESCO CITY OF DESIGN SEOUL Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Marketing Dept. of Media Design Visual Communication Design, M.F.A Professor Yul Cho 100 Time-Based Media & Animation Interior Design Product Design Design in Information Space Design Theory Graduate School of Arts Media Design M.F.A Sang Won Lee, 40 Fashion Design and Planning Director of Arts Fashion Art & Design Hongik University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.hongik.ac.kr College of Fine Arts School of Design Visual Communication Design B.F.A Jin Man Han, 194 72-1 Sangsoo-dong Mapo-gu Industrial Design Director of Fine Arts Seoul Korea 121-791 Furniture Design Professor Tel: 82-2-320-11144 Metal Art and Design Sangsoo Ahn Ceramics & Glass College of Architecture School of Architecture Architecture B.A Uk Kim, 90 Interior Architecture Director of Architecture College of engineering School of Urban Engineering B.E Gui Young Jung, 110 Urban & Civil Engineering Civil Engineering Graduate School of Engineering

Graduate School in Hongik University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Engineering Architecture M.E Professor Won Pyo Jung 13 Architecture Engineering Ph. D City Planning Fine Arts & Design Metal Art & Design M.F.A Professor Gyung Hee Hong 220 Industrial Design Dongryen Chang Advertising Multimedia Product Design Space Design Photographic Design Fashion Design Film, Video & Animation Ceramics Woodworking & Furniture Design Textile Art Visual Communication Design Graduate School of Architecture Design M.E Uk Kim, Director of 55 Architecture & Urban Design Interior Design Architecture & Urban Design Graduate School of Industrial Arts Advertising Design M.F.A Professor Sang Ho Shin 170 Package Design Professor Soonin Lee Fashion Design Product/Transportation Design Space Design

Design Seoul Report 109 Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Photographic Design Stage Design Ceramic Design Fabric Design Jewelry Design Furniture Design Graduate School of Digital Media M.F.A Professor Geun Jae Oh 66 Film & Digital Media Production Design Interaction Design Film Design International Design School for Product Design M.Des Chulho Kim, Dean 72 Advanced Studies (IDAS) Digital Media Design Design Management Design Ph.D 8 Kon-kuk University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.konkuk.ac.kr College of Design and Division of Design Visual & Multimedia Design B.F.A Professor Yong Soon Hyun 237 Hwayang-dong Gwangjin-Gu Human Environment Industrial Design Seoul Korea 143-701 Division of Apparel & Textile Fashion Design Tel: 82-2-450-3114 Textile Design Design Division of Art & Craft Ceramics Craft Metal Craft Division of Arts Plastic Art Animation Film College of Architecture Division of Architectural Architectural Design B.E Professor Gyum Hwan Lee 68 Engineering Architectural Engineering Housing Environment

110 UNESCO CITY OF DESIGN SEOUL Kon-kuk University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.konkuk.ac.kr College of Design and Division of Design Visual & Multimedia Design B.F.A Professor Yong Soon Hyun 237 Hwayang-dong Gwangjin-Gu Human Environment Industrial Design Seoul Korea 143-701 Division of Apparel & Textile Fashion Design Tel: 82-2-450-3114 Textile Design Design Division of Art & Craft Ceramics Craft Metal Craft Division of Arts Plastic Art Animation Film College of Architecture Division of Architectural Architectural Design B.E Professor Gyum Hwan Lee 68 Engineering Architectural Engineering Housing Environment

Graduate School in Kon-Kuk University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate school of Design Fashion Design M.A Professor Yong Soon Hyun 80 Fashion Marketing Textile Design Visual Design Interior Design Multi-Therapy Advertising Design Beauty Design Graduate School of Architecture Architectural Engineering M.A Professor Gyum Hwan Lee 70 Interior Architecture Graduate School Visual Communication Design M.A Professor Hyung Jae Maeng 6 Multimedia Design Industrial Design Environmental Design Graduate School of Industry Industrial Design M.A Director of Industry 5 Architectural Engineering Nak Gyo Kim Kook-min University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.kookmin.ac.kr School of Art and Design Industrial Design B.Des Professor Jong Seo Park 185 Jeongneung-dong Songbuk-gu Visual Design Seoul Korea 136-702 Metal Craft Tel: 82-2-910-4115 Ceramic Craft Fashion Design Interior Design School of Architecture Architecture Design B.Arch Director of Architecture, 31 Gil Yong Park

Design Seoul Report 111 Graduate School in Kook-Min University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Art and Physical Design Ceramics M.F.A Professor Kyung Jo Noh 25 Metalwork & Jewelry Major Graduate School of Design Interior Design M.Des Professor Yang Soo Kim 176 Product Design Transportation & Leisure Design Ceramic Design Jewelry Design Fashion Design Glass Art Design Visual Design Photography & Film Environmental Design Green Design Pattern & Modelism Design Furniture Design Animation Exhibition Design Graduate School of Digital Contents Design M.Des Director of Techno Design, 91 Techno Design Interaction Design Ph.D Seung Gyu Jun Visual Communication Design Industrial Design Architecture Design Interior Design Metal & Jewelry Design Design Studies Kyung-hee University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.kyunghee.ac.kr College of Art & Design Dept. of Design Industrial Design B.F.A Director of Art and Design, 200 1 hoegi-dong Dongdaemun-gu Visual Information Design Joo Hwan Seo Seoul Korea 130-701 Landscape Architecture Tel: 82-2-961-0114 Textile & Clothing Design Digital Art and Design Dept. of Art Ceramic Art 40 College of Architecture and Dept. of Architecture and Civil Architectural Engineering B.Arch Professor Byung Ik So 210 Civil Engineering Engineering Architecture

Graduate School in Kyung-Hee University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Dept. of Art & Design Industrial Design M.F.A Director of Graduate School, 20 Ceramic Arts M.E Byung Seo Kang Dept. of Engineering Architectural Engineering 25 Graduate School of Architecture Architectural Design Studio M.Arch Professor Byung Ik So Graduate School of Art & Fusion Environment & Landscape Design M.F.A Director of Art & Fusion, 50 Display & Flora Design Byung Ik Choi

112 UNESCO CITY OF DESIGN SEOUL Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Dept. of Ceramic & Glass Art Digital Moving Image Design Fashion Stylist Theatre Management Art Planning and Management Jazz Contemporary Music Edu-Theatre Myung-ji University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.mju.ac.kr School of Engineering Architecture Visual Design B.Arch Professor Hye Jung Kim 40 Nangaja-dong 50-3 Seodae- School of Art and Physical Design Division of Design Industrial Design B.F.A Jung Sun Lee, Dean 120 mun-gu Seoul Korea 120-728 Space Design Tel: 82-2-300-1700 Media Design Fashion Design Graduate School in Myung-Ji University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Architecture Industrial Design M.F.A Yong Ee Yoon, Dean 20 Culture and Arts Industrial Design Ceramic Arts Cultural Arts Architectural Engineering Fashion Design Sam-yuk University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://ipsi.syu.ac.kr School of Engineering Architecture Visual Design B.Arch Professor Hye Jung Kim 40 26-21 Kongneong2-dong School of Art and Physical Design Division of Design Industrial Design B.F.A Jung Sun Lee, Dean 120 Nowon-gu Seoul Korea 139-742 Space Design Tel: 82-23399-3456 Media Design Fashion Design Graduate School in Myung-Ji University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates College of Science and Division of Environment Horticulture B.S Professor Oh Dal Kwon 76 Technology Horticulture Design Floral Design Division of Art Design Communication Design B.F.A Professor Sung Un Kim 41 Art Contents College of Culture and Arts Division of Architecture B.Arch Professor Soon Myung Hong 40 Sang-myung University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.smu.ac.kr College of Arts & Physical Design Division of Fine Arts Woodcraft & Lacquering B.F.A Jong Wan Yoon, Director of Arts 40 Heonggi-dong 7 Jongr-gu Seoul College of Design Fiber Art B.des and Physical Design 85 Korea 110-743 Visual Design Yoo Hong Won, Tel: 82-2-2287-5114 Fashion Design Director of Design Fabric Design Interior Design

Design Seoul Report 113 College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Ceramic Design Industrial Design Entertainment Design College of Arts Photography B.A Chang Hwa Kim, 70 Cinema Director of Arts Cartoon Animation Cartoon Contents Theatre Studies Stage Design

Graduate School in Sang-Myung University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Dept of Arts & Crafts M.F.A Professor Chul Gyoon Nam Interior Design 137 Graduate School of Arts Interior Coordinating Display & Exhibition Design Ceramics Film Theatre Design & Production Cartoon Animation Digital Media Design Illustration Communication Advertising Photography Photojournalism Pure Image Science Digital Media Design Graduate School of Digital Media Game Design M.F.A Dae Woong Lee, 60 Graphic & Animation Director of Digital Media Sejong University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.sejong.ac.kr College of Architecture and Fashion Design B.F.A Myung Gi Lee, 120 98 Gunja-dong Kwangjin-gu Design Ph.D Director of Industrial Design Seoul Korea 143-747 Cartoon& Animation Tel: 82-2-3408-3114 Civil Engineering Architecture Engineering Architectural Engineering B.E Gi Hak Kim-Lee, 100 Architecture Director of Architecture

Graduate School in Sejong University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Design M.F.A Professor Ji Chul Kim 122 Arts and Physical Design Fashion Design Ph.D Animation Architectural Engineering

114 UNESCO CITY OF DESIGN SEOUL Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Media Animation M.A Professor Dong Hyun Kim 30 Game Movie Arts Seo-kyeong University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.seokyeong.ac.kr College of Arts Visual Contents Design B.F.A Professor Hye Jung Jung 110 1601 Jungneung-dong Culture Industrial Craft Design Sungbuk-gu 136-704 Fashion Design Division Tel: 82-2-940-7114 College of Natural Science & Civil Engineering B.Arch Joon Young Kim, Deam 40 Engineering

Graduate School in Seo-Kyeong University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Industry Industrial Design M.I Professor Jae Ik Lee 40 Civil Engineering Seoul National College Name Department/Major Degree Prominent Professor Average No. University Offered of Graduates http://www.snu.ac.kr College of Fine Arts Dept. of Crafts and Design Craft B.F.A Professor Young Gul Kwon 51 Silim 9-dong Kwanak-gu Seoul Metal Craft Korea Dept. of Crafts and Design Visual Design B.F.A 50 Tel: 82-2-880-7454 Industrial Design College of Engineering Dept. of Architecture Architectural Design B.Arch Hyun Soo Lee, Deam 11

Graduate School in Seoul National University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Dept. of Crafts and Design Craft M.F.A Professor Soo Hong Jang 00 Arts and Physical Design Metal Craft Ph.D Visual Design 21 Media Design Product Design Space Design Graduate School of Engineering Dept. of Architecture Architectural Design M.Arch Hyun Soo Lee, Dean 30 Architectural Engineering Ph.D Urban Design M.E 6 Seoul National College Name Department/Major Degree Prominent Professor Average No. University Of Technology Offered of Graduates http://www.snut.ac.kr College of Design Industrial Design B.des Honorary Professor 129 172 Gongreung 2-dong Nowon- Visual Design Hak Soo Shin gu Seoul Korea 139-743 Ceramic Arts Tel: 82-2-970-6114 Metal Arts & Design College of Engineering Architectural Engineering B.E Professor Jong Man Moon 87 Architecture Design

Design Seoul Report 115 Graduate School in Seoul National University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Architecture Engineering M.A Il Nam Cha, 36 Architecture Director of Industry Industrial Design Visual Design Illustration Media Design Graduate School of IT Design Universal Design M.Des Heung Ryong Woo, 27 Cultural Product Design Director of IT Design Living Environment Design Digital Contents Design Graduate School of Railroad Illustration Media Design M.Des Heung Ryong Woo, 27 Universal Design Director of IT Design Cultural Product Design Living Environment Design Digital Contents Design Graduate School of Housing Housing Environment Engineering M.E Jung Sun Noh, 45 Housing Production Engineering Director of Housing Housing Planning and Design Housing Administration Housing Development Administration Seoul Women’s College Name Department/Major Degree Prominent Professor Average No. University Offered of Graduates http://www.swu.ac.kr College of Arts Dept. of Design Visual Design B.F.A Professor Byung Gi Seo 80 126 Gongneung-dong Nowon- Industrial Design gu Seoul Korea College of Natural Science Clothing Design B.S Professor Mi Ja Kim 50 Tel: 82-2-970-5114 Graduate School in Seoul Women’s University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Dept. of Sculpture and Craft Ceramics M.F.A 12 Arts and Physical Design Fabric Arts Fiber Arts Industrial Design Typography Design M.F.A Professor Byung Gi Seo 15 Product Design Sookmyung Women’s College Name Department/Major Degree Prominent Professor Average No. University Offered of Graduates http://www.sookmyung.ac.kr College of Fine Arts Dept. of Design Industrial Design B.Des Professor Jung Eon Ahn 110 52 Hyochanwon-gil Yongsan-gu Visual Media Design B.F.A Professor Chuk Hak Oh 42 Seoul Korea Environmental Design Tel: 82-2-710-9114 Dept. of Art & Craft Arts & Craft

116 UNESCO CITY OF DESIGN SEOUL Graduate School in Sookmyung Women’s University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Design New media Design M.F.A Professors Heung Ryul Kim, 76 Ceramic Craft Design Soo Kyung Seo, Illustration-Character Design Kyung Ah Kim Product-Space Display Design Accessary Design Visual Communication Design Art Painting Craft Design Floral Design Environmental Design Interior Design Fiber Design Sungkyunkwan College Name Department/Major Degree Prominent Professor Average No. University Offered of Graduates http://www.skku.ac.kr Humanities and Social Science Design Visual Design B.F.A Sang Bong Lee, 40 53 Meonglyun-dong 3 Jongro- Surface Design Director of Arts gu Seoul Korea Media Design 30 Tel: 82-2-760-0114 Natural Science Campus Architectural Engineering B.E Hyun Soo Kim, 51 Architecture Director of Engineering Civil and Environmental Engineering

Graduate School in Sungkyunkwan University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Architecture Architectural Design M.Arch Professor Dong Geun Lee 20 Building Structure City Planning Civil and Environmental Environmental Engineering M.E Geun Jae Oh 15 Engineering Architectural Planning City Planning Architecture History Structural Engineering Visual Design M.F.A Kyung Hyun Lee, 41 Design Management Director of Design Environmental Design Construction Engineering Civil Engineering M.S Professor Seung Boo Jung 18 Architecture Engineering Landscape Architecture

Design Seoul Report 117 Sungshin Women’s College Name Department/Major Degree Prominent Professor Average No. University Offered of Graduates http://www.sungshin.ac.kr College of Arts Industrial Design B.F.A B.F.A Professor Dae Yoo Jung 80 Dongsun-dong 3 SungBook-du Craft 249-1 Dongsun-gil 54-7 Tel: 82-2-920-7114 Graduate School in Sungshin Women’s University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School Arts and Physical Design Craft M.F.A Professor Hye Young Kim 10 Graduate school of Art and Design Textile Design Industrial Design M.Des Ho Sung Park, 72 Interior Design Director of Art and Design Graphic Design Fashion Jewelry Design Industrial Ceramic University Of Seoul College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.uos.ac.kr College of Dept. of Industrial Design Industrial Design B.F.A In Chul Park, Director of 30 90 Jeonnong-dong Dongdae- Arts and Physical Visual Design Arts and Physical Education mun-gu Seoul Korea 130-743 Education Dept. of Architecture Architectural Engineering B.Arch. Won Yong Kwon, 48 Tel: 82-2-2210-2114 College of Urban Science Architecture Director of Urban Science Landscape Engineering City Engineering Space information Engineering

Graduate School in University of Seoul Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Design Product Design Craft M.Des In Chul Park 20 Digital Space Design Industrial Design Visual Information Design Illustration Graduate School of City Science City Planning M.S Won Yong Kwon, 63 Architectural Engineering Ph.D Director of City Science Landscape Engineering Yonsei University College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.yonsei.ac.kr The College of Human Ecology Housing and Interior Design B.A Young Lee, 85 134 Shinchon-dong Seodae- Human Environment and Design Director of Human Ecology 120 mun-gu Seoul Korea Clothing and Textiles Professor, Youngsoon Park Tel: 82-2-2133-2114 College of Engineering Urban Planning and Engineering B.E Bong Soo Son, Civil and Environmental Engineering Director of Urban Planning Architectural Engineering

118 UNESCO CITY OF DESIGN SEOUL Graduate School in Yonsei University Graduate school Name Department/Major Degree Prominent Professor Average No. Offered of Graduates Graduate School of Engineering Architectural Engineering M.E | Ph.D Professor Seung Bok Lee 70 Graduate School of Human Human Environment & Design MFA Professor Eun Ae Kim 20 Ecology Clothing and Textile Ph.D Visual Communication Ph.D 15 Graduate School of Television and Film MFA Yang Soo Choi, Communication and Arts Media Design MFA Director of Communication Visual Arts MFA Graduate School of Design Management DFA Dong Kyung Gwak, 26 Human Ecology Interior Environment design M.E Director of Human Ecology Communication in Fashion Industry

Design Seoul Report 119 Community College Currently,전문대학 45,777 students are attending 13 two-year community colleges in Seoul, 10 of which bestow degrees in design. There are various educational programs offered in Industrial Design, Visual Communication Design, Fashion Design, Industrial Craft Design, Media Design (Media & Animation), Architecture, and Interior Design. Approximately 5,890 students, or 12.8% of all students attending a two-year community college in Seoul, are part–taking courses pertaining to design programs. In 2007, these schools accepted 3,528 students who are studying under 224 professors. In two-year colleges, 37.6% of students are majoring in Visual Design, 15.2% in Textile (Fashion) Design, 14.5% in Environmental Design, 9.6% in Product Design, 6.6% in Multimedia Design, and 16.5% in other fields of design.

Baewha Women’s College Name Department/Major Degree Prominent Professor Average No. College Offered of Graduates http://www.baewha.ac.kr Arts Fashion design Bachelor Joo Eun Lee, 240 Tel: 82-2-3990-700 Traditional costume design Director of Design

Dongyang Technical College Name Department/Major Degree Prominent Professor Average No. College Offered of Graduates http://www.dytc.ac.kr Architect/Design Architecture Bachelor Professor Won Dae Yoo, 233 Tel: 82-2-2610-1700 Interior design Professor Hong Gi Kim, Visual design Professor Hee Joon Kim

Hanyang Womens College Name Department/Major Degree Prominent Professor Average No. College Offered of Graduates http://www.hywoman.ac.kr School of technology Fashion design Bachelor Jung Rye Park, Dean 360 Tel: 82-2-2290-2114 Neat fashion design Fabric design School of arts Industrial design Bachelor Professor Mi Hyun Baek 401 Interior design Visual design Broadcasting image design

Induk Institute Of College Name Department/Major Degree Prominent Professor Average No. Technology Offered of Graduates http://www.induk.ac.kr School of arts Digital industrial design Bachelor Professor Sun Ok Shin 520 Tel: 82-2-950-7000 Visual design Interior design Jewelry design Ceramic design Design multimedia Cartoon Animation Engineering Architecture Bachelor Professor Suk Ha Lee 63

120 UNESCO CITY OF DESIGN SEOUL Seoul Kangseo College College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.kopo.ac.kr Arts Multimedia Bachelor Hae Sun Jung, 90 Tel: 82-2-2186-5800 Fashion design Director of Fashion Design

Seoul Jeongsu College College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.kopo.ac.kr Arts Industrial Design Bachelor Professor Gun Ho Lee 240 Tel: 82-2-2001-4000 Visual Design Computer animation

Seoil College College Name Department/Major Degree Prominent Professor Average No. Offered of Graduates http://www.seoil.ac.kr Industry Architecture Bachelor Professor Chang Hoon Shin 160 Tel: 82-2-490-7300 Arts Furniture design Bachelor Professor Dae Woo Lee 360 Interior design 80 Commercial design Industrial design Natural science Fashion design Bachelor Professor Ui Jung Lee

Seoul Institute Of College Name Department/Major Degree Prominent Professor Average No. The Art Offered of Graduates http://www.seoularts.ac.kr School of Arts Visual design Bachelor 161 Tel: 82-31-412-7100 Interior design Digital arts

Soongeui Women’s College Name Department/Major Degree Prominent Professor Average No. College Offered of Graduates http://www.sewc.ac.kr School of Design Fashion design Bachelor Professor Joo Won Lee 370 Tel: 82-2-3708-9000 Fabric design Metal decoration design Visual design Art & Design for Children

Design Seoul Report 121 High School As of today, 62 out of 316 high schools (19.6%) situated in Seoul, offer fine arts or design related programs. Design is not educated from elementary school, but it is a good sign that Seoul has high schools specializing in fine arts or design. Fields of design taught in these high schools are: Media Design 35.9%, Visual Design 31.7% , and Environmental Design 9.9%.

The following design programs are offered at high schools:

School Name Department Student Entrance Quota Dae Dong Information Industrial High School Visual Design 189 65 Daejin Design high School Architecture Design 287 81 Design 272 90 Dobong Industry High School Visual Design 195 61 Dongil Girl's Computer Science & Design High School Computer Design 286 89 Dong-Myong Information Industrial HIgh School Graphic Design 33 99 film, video & movinimages media Design 34 100 Duksoo Information Industry Highschool Visual Design 129 62 Eungok Technical High School Computer Graphic 185 47 Eunil Information Industrial High School living Art Design 159 53 Animation , film, video & movinimages 81 22 Eunpyeong Webmedia High School Computer Media 181 58 Web Desigh 187 54 Animation 178 57 Ewha Media High SchoolS Computer Design 65 61 Media Design 50 50 film, video & movinimages Media 50 50 Gangseo Technical High School Architecture Interior Depertment 191 57 web design 187 60 Haeseong International Convention High School Graphic Design 64 29 Hanyang Technical High School Architecture 190 65 Hongik Girl's Design Culture High School Multimedia Design 291 94 Hwagok Gril's High School Visual Design 124 0 Hwigyeong Technical high School mold Design 145 44 il shin Girl's Commercial High School Visual Design 374 60 Komyung Information Industry High School Multimedia Animation 142 39 Kuro Information Industrial High School Visual Design 90 18 Kwangshin Information Industrial High School Graphic Design 94 32 Kyongbok Girls' Information Industry High School Computer Graphic Design 105 35 Kyung-Gi Commercial High School Multi Media 263 130 Web Design 112 65

122 UNESCO CITY OF DESIGN SEOUL 학과 학생수 입학정원 Mirae High School of Science and Technology Design 199 61 Mirim Girl's Information Science High School Web Media 95 43 Multi Media 100 42 Game Animation 161 61 Samil Technical High School Design 244 53 Animation 236 69 Semin Information High School Visual Design 157 60 Web Design 162 64 Semyeong Computer High School Multi Media 189 86 Seo - il Information Industry High School Computer Graphic Design 186 61 Seongam girl's Industrial High School Web Design 187 64 Seongdong Girls’ Vocational High School Fashion 90 27 Industrial Design 184 55 Seongdong Technical High School CIVIC ELGINEERING & CONSTRUCTION 32 15 METAL DESIGN 75 18 CRAFT DESIGN 32 12 Seoul Buk Technical High School Architecture 161 45 Design 86 24 Media Graphic Publish 79 17 Seoul Design High School Architecture Design 183 56 Visual Design 33 66 Seoul Electronics High School Computer Graphic 182 57 Seoul Living Science High School Visual Design 67 14 Computer Graphic Design 61 61 Animation film, video & movinimages 101 35 Seoul Robotics High School mold design 52 39 interior design 151 54 Seoul Technical High School Architecture 89 28 Textile Design 91 31 Ceramics Design 91 30 Seoul Tourism High School Web Design 61 53 Animation movinimages 58 58 Shinjung Girl’s Commercial High School Visual Design 153 47 Multi Animation 133 37 Shinkyung Girl’s Vocational High School Fashion 96 30 Visual Design 186 65 Songgok information industrial Girl's High School Visual Design 32 14 Animation film, video & movinimages 96 31 Song-pa Technical High School Design 199 67 Sungsu technical high school Die & Mold Design 177 58 Sunjung Girl's Vocational High School Visual Design 93 28 Sunrin Internet High School Multi Media 221 49 W-Rye Information Industry High School Visual Design 222 77 Yeil Girl's Industrial High School Visual Information Design 366 118

Design Seoul Report 123 School Name Department Student Entrance Quota Yeoungdeungpo technical high school Architecture Design 261 71 Design 183 54 Yongnak Girl's Commercial High School Visual Design 189 58 film, video & movinimages media Design 66 0 Yongsan Tech High School Architecture Design 183 56 Young Shin Girl's Vocational High School Computer Graphic Design 191 66 Yuhan Technical High School Architecture 193 64 Yumkwang Girl's Information High School Graphic Design 195 62 Ahyeon Polytechnic School broadcasting film, video & movinimages 88 29 comic Animation 90 30 Design 180 60 Fashion Design 172 56 Graphic Design 85 29 interior Design 87 28 interior landscape Design 83 27 web PD 86 29 Seoul Polytechnic School Architecture CAD 80 26 broadcasting film, video & movinimages 82 27 Computer Graphic 84 28 Interior Design 85 27 Jewerly Craft 87 29 Web Design 75 25 Web Master 75 25 JongNo Polytechnic School Architecture CAD 78 26 Interior Design 147 49 Web Master 136 54 Design 87 30 Deokwon Art High School Design 86 30 Korea Art High School Animation 90 30 Seoul Art High School Design 90 30 Seoul Arts High School Design 117 40 Sunhwa Arts High School Design 87 30

124 UNESCO CITY OF DESIGN SEOUL Brain Korea 21 Design Programs http://bnc.krf.or.kr

To foster advanced manpower education system in preparation for the 21st Century’s knowledge-based society, the Korean Govern- ment is promoting the Brain Korea 21 Project to establish world-class graduate schools by benchmarking foreign graduate schools, providing support to researchers, fostering schools through industrial collaboration, and revolutionizing college system. Many leading design institutes of Seoul are participating in this project.

• Establishing world-class graduate schools by benchmarking foreign graduate schools _Benchmarking world-class graduate schools, improving curriculums, and enhancing international collaboration through short/long-term training • Supporting outstanding researchers _About 70% of support funds are distributed to graduate school students and young researchers so that they can concen- trate on their curriculum and research. • Fostering schools through industrial collaboration _Gathering funds from local industries and governments and applying the end product of such research to pertaining industries _Conducting projects with local industries to cultivate local professionals • Revolutionizing college system by normalizing elementary/secondary education system _Improving college entrance system _Uplifting transparency of research funds _Reducing number of students accepted into bachelor programs and increasing graduate students

Graduate School of Techno Design Educational Institute Kookmin University Features Kookmin University Graduate School of Techno Design was selected for BK21 Special Project in 1999 and educated Korea’s first six Ph.D.s in design in 2004. Programmes • Scholarships bestowed to about 70% of master/doctorate students • Participation in overseas design competitions and short-term training abroad • One-on-one advisor system and one faculty per 5-7 students • 9 Concentrations in graduate program • 10 Concentrations in doctorate program

Design Seoul Report 125 Ubiquitous Smart Space Designer Training Team Educational Institute Kookmin University Director Professor Yongsung, Kim Features Offering Master of Architecture, the professional degree program for global architectural designers con- centrats on Smart Space, Future Architecture, and Ubiquitous Space to create new architecture and urban spaces. Focuses on creative, experimental, and progressive theories of architecture to gain competitiveness in the variant field of architectural design, and fosters professional architectural designers who have knowledge in advanced engineering technology, information technology, new architectural theory and paradigm, Korean philosophy and socio-cultural context, architectural capacities and understanding, cognitive and creative insights to the industry. Kookmin University Graduate School of Techno Design Department of Space Architectural Design was selected as the BK21 Special Project Group of the Ministry of Education and Human Resources in Sep- tember 1999. The Group manages the “Ubiquitous Smart Space Design Team,” which is the only design team that was selected for the 2nd BK21 Project in 2006.

Future Culture and Design Team Educational Institute Seoul National University Director Professor Soonjong, Lee Features Various educational programs are offered to foster world-class designers to understand cultural diversity, acquire problem-solving skills, and create new values. Future Culture and Design Team consists of international industrial collaborative organizations, including IDEO, Continuum, GK, INNO, and Atelier Mendini, and maintains close relationships with 90 colleges, research institutes, and industrial entities to form an organic network of education, research, and industry. Seoul National University’s College of Fine Arts and Korea Design Industrial Research Center have promoted several projects, collaborative researches, and researcher exchanges through this network. Programmes • Creative Concepts and Problem-solving Skills • International Research and Education • Other Programs, including International Joint Degree Programs

Highly Functional Apparel & Fashion Team Educational Institute Seoul National University Director Professor Soonjong, Lee Features Graduate studies aim to plan researches based on in-depth understanding and advanced statistical analysis abilities and foster planning and analytical skills. Doctorate studies focus on developing lecturing skills, evaluat- ing thesis, and conducting individual researches. To foster world-class professionals, students are asked to write thesis in English and supported to make oral presentations at international academic competitions. Doctorate students aim to publish at least one thesis on accredited international academic journals (or international fairs).

126 UNESCO CITY OF DESIGN SEOUL Meta Design Professional Education Team Educational Institute Hongik University Director Professor Sangsoo, Ahn Features For the past 10 years, Hongik University has sponsored and invested in its Design School in accordance to its slogan, ‘Convergence of Industry and Arts.’ ‘Advanced Design Education through Meta Design Educa- tion System’ which has been promoted since 2003, has successfully achieved educational accomplish- ments and shared ideas with the BK21 Project of the graduate school. ‘Meta Design Educational System’ is a new-generation design education program, pursuing cutting-edge technology, convergence, and reformation that exceeds the West-oriented design paradigm. Meta Design Educational System ultimately aims to foster ‘Creative ACE.’ Creative ACE is a design specialist with expertise and experiences in the field and presents practical designs based on Korea’s history and cultural identity. Programmes • Meta Product Design Education Program • Meta Public Design Education Program • Meta Interaction Design Education Program

Digital Storytelling Research Team Educational Institute Ehwa Women’s University Director Professor Chul Soo, Ryoo Features Fosters story-telling specialists who plan and develop new-generation cultural contents in game, animation, video, and mobile industry. Students study and learn media-based and technology-based storytelling tools that develops advanced cultural contents to satisfy needs and trends. Programmes • Digital storytelling development collaboration program • Storytelling field workshop program • Digital Exhibition Storytelling Project • Alticast Digital TV Program Development • Samsung Electronics Wireless Division, CTIA 2007 Mobile Exhibition Design • Samsung Electronics: Joint Mobile Phone Design/Appraisal System Project with Graphics Institute Research

Design Seoul Report 127 Digital Video Industrial Collaboration Team Educational Institute Soongsil University Features Soongsil University BK21 Digital Video Industrial Collaboration Team was selected for BK21 Step 2. Humanity/Society-Design and Video Project aims to develop Soongsil University Department of Media into the most prestigious graduate school in digital convergence industry. The program benchmarked MIT’s Media Lab and Carnegie Mellon’s ETC and seeks to become the world’s leading information communication research facility by 2010. The program will educate elites who have expertise and skills in the convergence of media art and digital technology as well as community oriented mind. With the program’s industry innovation and collaborative researches on the convergence of arts and engineering, in addition to constant communication with professors in engineering, the program is making positive efforts to become the world’s leading educator of media industry. Its faculty members are dedicated to devote their lives for rewarding outcome.

R&D Network Module Development Team for Global Fashion Business Specialists Educational Institute Sungshin Women’s University Director Professor In Ryeo, Choi / Professor Myung Hee, Lee Features Fashion Business is a field of study that requires alliance of educators, researchers, industries, and multinational companies that can respond to vibrant changes in globalization, diversity, and circulation systems. Advanced countries are offering various programs and internships to foster professionals capable of serving multinational fashion companies as countless multinational companies are emerging in the market.

Knit Fashion Industry Collaboration and Education Team Educational Institute Hanyang University Features The team has two visions to improve capabilities of faculties and graduate students: First, it is the ‘revitalization of industrial collaboration’ to promote human and material exchanges. For industrial collaboration, the ultimate goal of the team, the program will offer special lectures by industry’s specialists in the first year to exchange information. The program will also jointly develop educational programs with industrial entities and offer various innovative educational systems, including tailored educational programs. The program also provide graduate students with internships, field training, and joint R&D programs and support their job placement. Second, it is the ‘revitalization of international cooperation’ for the globalization of human resource. We will offer lectures in English, require students to submit their thesis in English, and publish thesis on international journals to improve students’ language skills and global insights. The program also promote internships at foreign research labs, colleges, companies, in addition to international exchange programs, international academic society meetings, seminars with foreign scholars/specialists, participation/presentation in and at international academic competitions (exhibitions), and information collaboration with foreign schools/research institutes.

128 UNESCO CITY OF DESIGN SEOUL Seoul Research & Business Development Projects http://seoul.rnbd.re.kr

Seoul Research & Business Development Projects include Strategic Industry Cluster Innovation Project, Seoul-Focused Future City and Industry Project, World’s Leading Research Institute Support Project, Patent Registration Project, and Industrial Collaboration Rejuve- nation Project. ‘Strategic Industry Cluster Innovation Project,’ the core of industrial collaboration projects, involves building innovative network of companies, colleges, and sponsors for Seoul’s strategic projects and future growth engines, finding industrial bases, promoting joint technological developments and businesses, and new businesses incubation. The following industry-academia cooperative foundations have participated in Seoul Research & Business Development Projects with the support of Seoul R&BD Center.

Strategic Industry Cluster Innovation Projects • U-Environments Based Advanced Design Cluster for Industrial Rejuvenation around Cheonggyecheon _Professor Gun, Knah (Hongik University) • Design R&D Cluster for High Value–added Fashion Industry _Professor Eun Ok, Lee (Duksung Women’s University) • Future–oriented Contents Convergence Cluster for Cinema/Animation/Game _Professor Joon Gi, Baek (Chungang University) • New-generation PMP Contents Cluster _Professor Dong Hyun, Kim (Sejong University) • Digital Contents Industrialization Innovative Cluster for U-Life _Professor Ji In, Kim (Kunkuk University) • Intelligent City Information Convergence System for Smart (Ubiquitous) City _Professor Yong Woo, Lee (Municipal University of Seoul) • New-Generation Sensible Digital Information Display Innovative Cluster _Professor Yong Suk, Kim (Hongik University)

Strategic Industry Cluster Innovation Projects • USeoul Like Jewelry with New Materials and Digital Design _Professor Sung Ryong, Park (Municipal University of Seoul) • International Culture and Tourism Contents for Seoul Castle and Utilization Strategies _Professor Hoo Sung, Kim (Hongik University) • Korean-style Houses as Future Assets _Professor In Ho, Song (Municipal University of Seoul) • Ecological Contents and Eco-network for Green City Seoul _Professor Jae Chun, Choi (Ehwa Women’s University) • Ubiquitous-Street Lights _Professor Uk, Kim (Hongik University) • Seoul Royal Cultural Integration Contents _Professor Doo Hwan, Ji (Kookmin University) • 3D Database of Characters or Items and Customized Miniatures for General Public _Professor Hyung Je, Cho (Dongkuk University) • Urban/Natural Wellbeing Center and Urban Greenization Botanical Garden _Professor Dong Sun, Lee (Seoul Women’s University)

Design Seoul Report 129 Career Training

There are various career education and training programs to support job-seekers in Seoul. Career Training for jobs in designing field includes professional training and e-learning programme, which is offered online for convenience. Educational institutions which offer professional training are managed by the Central Government (Ministry of Labor) or individual cities. There are 76 career education facilities including private institutions. Most popular two are government–operated Seoul Jeongsu Technical College and Seoul Kangseo Technical College. Seoul Metropolitan City operates Seoul Vocational Training Institute, Hannam Vocational School, Sangye Vocational School, and Elim Vocational Training Institute.

School Name URL Major Elim Vocational Training Institute http://new.elimtown.org Furniture design Interior design Webmaster Jewelry design Hannam Vocational school http://www.hannamvs.or.kr/ Metal craft Computer animation Multimedia Interior design Korea traditional costume design Fashion design Sangye Vocational school http://www.sangyevs.or.kr Transportation color design Sign art design Web design Seoul Jeongsu Technical college http://www.kpc1.ac.kr Industrial design Visual design Computer animation Seoul Kangseo Technical College http://www.kpc1.ac.kr Fashion design Interior design Webmaster Computer publication design Seoul Vocational Training Institute http://www.sevo.or.kr/ Architecture interior Craft design Interior design Fashion design Computer advertisement design

130 UNESCO CITY OF DESIGN SEOUL Educational Programs Educational institutes offer associate programs as well as 1-year or 6-month career training programs. Government-funded career training programs include ‘employment insurance redemption program,’ ‘training for the unemployed’ and ‘scholarships for workers.’ e-Learning Programmes e-Learning Programmes allow trainees to receive training at home. There are Internet–based online training, postal–based mail training, and mixed training that utilizes both methods. Different courses are offered every month and new courses are offered as needed. As of February 2007, there are 76 Internet–based programs in design, 5 postal–based programs, and 17 mixed programmes.

Design Seoul Report 131 Divisional Information of Design Architecture

Interior Design

Communication Design

Industrial Design

Fashion Design

Sustainable Design Architecture

Seoul has both old palaces dating back up to 600 years and modern buildings. As the City went through modernization, became a colony, and then experienced a war, mono-cultural transplant from foreign countries was performed unlike the modern Western history and the differentiation of tradition and modernity has become obscure. Organizations such as DOCO- MOMO have recently worked on the maintenance and restoration of modern buildings to restore gradually lost modern history of architecture. The examples are the remodeling of the ‘Seoul Museum of Art’ and restoration of ‘Myungdong Art Theater.’

Due to the rapid growth of Seoul, high dense skyscrapers as on the Tehran Road have been created. Unlike foreign countries, apartments have become the typical housing in Seoul and buildings have become high-end with brands. Many buildings such as Galleria Department Store follow international trends.

The Seoul Metropolitan Government is working on a variety of large-scale architecture projects such as construction of a government hall and a cultural complex on Nodeul Island, development of Sangam-dong DMC, construction of a financial tower on Yoido, and establishment of a performance hall for traditional Korean music, and is making every effort for the building to be the attractions of Seoul. The ‘World Design Center’ at Dongdaemun will be the landmark for City’s creative industries.

134 UNESCO CITY OF DESIGN SEOUL Representatives

Palaces Seoul had been the Capital City of the Chosun Dynasty from 1394 until the Korean Empire was established. The buildings of palaces, which were the center of politics and administration back then, have been well maintained. The palaces were small cities which housed kings, court ladies, and servants that had a variety of social status. The palaces of the Chosun Dynasty were built in large and splendid shape in order to symbolize the prestige of the royal family. The palaces were classified as the main palace, separate palaces, provincial palaces, and annexes. The main palace was Gyeongbok Palace in the middle of Seoul, and separate palaces were Changduk Palace, Changgyeong Palace, Gyeo- nghee Palace, and Duksoo Palace. Provincial palaces were the temporary residences of kings(Suwon Provincial Palace, Namhansansung Provincial Palace, Bukhansansung Provincial Palace, Ganghwado Provincial Palace, and Pyeongyang Provincial Palace), and annexes were buildings temporarily used by the royal family during their visits to a province(Chungju Annex, Ejoo Annex, and Naju Annex).

Hanok, Traditional Korean House Hanok denotes the traditional houses of Korea, and the term is used in contrast to ‘Yangok,’ which denotes Western–style houses. The main feature of Hanok is its balanced structure where hypocaust for heating is combined with floors for cooling. This is the unique habitation style of Korea for overcoming the hot and cold weather of the Korean Peninsula, where a continental climate co-exists with a marine climate. Currently, the style of Hanok is preserved at the Bukchon Hanok Village and Namsangol Hanok Village in Seoul. As ‘Reformed Hanok’ has been established as a style of the modern habitation culture, the lineage of Hanok has been succeeded. The ‘Reformed Hanok’ has the traditional look and feel of Hanok as are but the remodeled style of Hanok in line with the modern lifestyle.

Design Seoul Report 135 Modern Architecture

Seoul Museum of Art The Seoul Museum of Art is located at the old site of Pyeongriwon, which was the first courthouse in 1895 during the Chosun Dynasty and was used as the Supreme Court. After the Judiciary Branch was relocated to the southern part of Seoul, it was determined that the building would be used as a museum of art. It was recreated as a building whose front side is kept as was in order to emphasize its history and locality. The architectural value of this museum can be assessed from two perspectives. First, this is the last building of classic style constructed right before modernism symbolized by buildings with simple box-type exterior was adopted. Second, this building has both the architecture style of 70 years ago and that of modern museums; however, their differences are successfully eliminated by adopting a medium space at this building. When you enter the hall passing the entrance, you will see a view totally different from outside. Due to sunlight from the ceiling, lightness makes you forget the fact that you are inside of a building.

National Myungdong Theatre The National Myungdong Theatre had been the habitat of Korean artists from the late 1930s to the 1960s, and is the main building that represents the cultural history of Seoul. With the construction of national theatre at Namsan in 1973 and the estrblishment of Sejong Center at Gwanghwamun, the National Myungdong Theatre completed its roles and the cultural history of Myungdong that had led the culture of Seoul ended as well. The building has been since used as the office of a financial institution. Then, it was purchased by the Seoul Metropolitan Government at the request of the citizens and artists of Seoul, and is now being restored. The purposes of the reconstruction project are to maintain the value of its cultural asset as the former national theatre, to make the building a tourism resource by transforming it into a famous cultural place, and to enhance the cultural right of the Korean public by securing a historic performance hall on one of the main streets in the capital city.

136 UNESCO CITY OF DESIGN SEOUL Contemporary Architecture

Office Buildings The office buildings of Seoul, such as 63 Buildings on Yoido, represent an aspect of Seoul, which has accomplished rapid economic growth in late 20th Century. In particular, 63 Building, built in 1985, is a business building that has 60 ground floors, three underground floors, the area of 166,097m2, and the height of 249 meters. Until recently, it was the tallest building ever built in Seoul, and plays a role as the landmark of Seoul. Office building groups are created at areas where business facilities are crowded in Seoul. The typical case is none other than the Teheran Road. The Teheran Road is a street whose width is 50 meters and length is 4 kilometers crossing the Gangnam area of Seoul, and international finance and trade are being performed actively on this road. Since 1995, this area has led the creative businesses of Seoul as the birthplace of venture companies. The buildings designed by reputable foreign design offices have obtained good reviews. The LIG building and Start Tower designed by SOM of USA, the Posteel building designed by KPF of USA, and the Dongbu Finance building are the main cases. A variety of office buildings exist at Samsung-dong connecting with the Tehran Road as well.

Apartments The skyscrapers in Seoul are as follows(from tallest order): Tower Palace G(Height: 263.7m) at Dogok-dong, Hyperion Tower A(256m) at Mok-dong, 63 Building(249m) on Yoido, Hyperion Tower B(239m) at Mok-dong, and Tower Palace B(Height: 234m) at Dogok-dong in Seoul. The buildings other than 63 Building on Yoido are apartments. The interior and exterior of apartments have been developed to the extent that the value of design has been demanded. The reason for this is that apartments have been established as a typical habitation style in Korea while they are used by the poor in other countries with the high density of population. This is a unique phenomenon globally, and is in relation to the explosive population increase of Seoul in the late 20th century. As the apartment habitation culture has been established in Korea, apartments in Korea have been evolving continuously such as the creation of high-end apartments and apartment brands.

Design Seoul Report 137 Subways The subway system of Seoul opened in 1974. Korea became the 22nd country and Seoul became the 29th city that had a subway system in the world. The subway system was built in order to resolve the transportation problems of Seoul, to ensure the convenience and safety of the citizens of Seoul, and to allow the citizens of Seoul to use public transportation without pollution. This year, the 33th year after the opening, the subway system of Seoul transports 3.9 million people per day at 117 stations and the sections of 134.9 km long, and is the main public transportation system of Seoul. The Seoul Metropolitan Government is concentrating its technologies and resources on the convenient and safe subway use of the Seoul citizens by adopting the automated station management system and trains whose materials are nonflammable and by upgrading the equipments. Recently, subway stations have been used as not only a transportation system but also a resting place. For instance, the spare space of the Chungmuro Station is being used as a theater, a library, and a resting place.

High-end Hall at the Galleria Department Store The High-End Hall at the Galleria Department Store is the remodeled building of an old department store at Chungdam-dong and Apgujeong- dong that lead the fashion of Seoul. The feature of this building is the exterior designed to ensure modern and dynamic look and feel. The exterior of this building consists of special LED lighting and glass disks to ensure the effects of the property and lighting of the materials. The lighting is controlled by a PC and is delivered to glass disks to create a variety of effects such as a flowing wave of light. In the daytime, sunlight is reflected by the glass disks and the disks show an elegant color of pearl. As for the inside of the building, each floor has a different color and the ceiling, lighting from the glass walls at escalators, and signs have different colors. This building was designed by Ven Ban Berkel from UN Studio, who was one of the main architects of the Netherlands. The building has established an image of ‘high-end’ products, and the design has pro- posed the concept of enabling a department store to lead the culture of the target area and to play a role as the landmark rather than just a place for purchasing and selling. More and more buildings have dynamic front sides. The SKT Tower, LIG building, and the head office of Samsung Life Insurance are using colored fluorescent lamps and LEDs in order to enhance the corporate identity and to vitalize the view of Seoul.

138 UNESCO CITY OF DESIGN SEOUL Leeum Samsung, which is one of the conglomerates in Korea, supports a wide range of cultural and artistic activities as a method of corporate identity marketing. Over 10 years, it has combined its brand image with the culture of a conglomerate, and has transformed its artistic and cultural programs into Leeum, Samsung Museum of Art. This museum is the only composite cultural space that allows the visitors to feel and experience architecture as composite arts with the past, present, and future. It was designed by famous architects such as Mario Botta, Jean Nouvel, and Rem Koolhaas, and has the uniqueness of the three architecture. This museum has a non-organized urban structure rather than neat and organized shape. Its roads were created naturally while a living quarter was being created along the ridgeline. Leeum consists of the culture center for children whose exterior is like a storehouse, MUSEUM1(Old Arts) with the background of Mt. Namsan that stands just like a very robust castle, and MUSEUM2(Modern Arts) that boasts of its prominence and depression just like rock walls at a quarry without standing out. The outdoor exhibition space, which plays a role as the yard, is connected to the culture center for children to form a part of Leeum. MUSEUM1 was designed by Mario Botta who pursues traditional beauty along with regional characteristics, and MUSEUM2 was designed by Jean Novel who pursues novelty and innovation. In addition, the culture center for children, which runs cultural experience programs for children and adolescents, was designed by Rem Koolhaas who stimulates imaginations for the future.

Seoul World Cup Stadium The Seoul World Cup Stadium was built as the main stadium of 2002 FIFA World Cup. It has site area of 216,712m2, building area of 59,777m2, area of 155,674m2, and 66,806 regular seats. It also has indoor sports facilities, a movie theater, a shopping mall, and restaurants as well as a soccer field. The Seoul World Cup Stadium is the center of re-development for the western part of Seoul and the hub of a new open space in Seoul that has transformed Nanji Island, which used to have heaps of garbage, into a huge ecological park. Accordingly, the stadium has a large urban structure just like Lotte World and is a multi–functional composite building. At the 2002 FIFA World Cup, this place created the myth of making Korea a semifinalist and has a meaning for the citizens of Seoul.

Design Seoul Report 139 Modern Architecture

Dongdaemun Design Plaza&Park The Dongdaemun Design Plaza&Park was designed by the world renowned architect Zaha M Hadid, with the inspiration to provide a “manifestation of the scenery.” The Dongdaemun Design Plaza&Park, which will symbolize the 2010 WDC Seoul and the Design Seoul, will include a multi-purpose exhibition/convention hall, an exhibition hall dedicated to design, an information center, an experience center, Design Street, administrative facilities and convenience facilities. It is anticipated to attract international design events, help establish domestic and international design related cooperative networks, and become the global Design Creative Mecca through management of various support centers such as the Design Media Lab, the Digital Archive, and the Design Resource Center. In addition, the Dongdaemun Design Plaza&Park will also establish and operate Fashion Map, and provide support for the design, fashion, marketing, production, and education efforts to support Dongdaemun’s fashion industry and become a comprehensive complex supporting the design industry.

The New City Hall Building The project for constructing the new city hall building has undergone numerous revisions and was subjected to numerous reviews; its blueprint was finalized in February of 2008. After countless reviews, the keywords for the design of the new city hall building were selected as “tradition,” “people” and “future.” The new city hall building was designed by visualizing the eaves of traditional architectural structures and their lines. It is a building in Korea’s traditional architecture design and has low floors. The design highlights the horizontal distribution and deep shadows of the roofed eaves as well as the beauty of the traditional lines. The new city hall of Seoul will launch a new form of government administration complex that will incorporate the concept of friendly public service and shy away from a government administration which is strict in its functionality.

140 UNESCO CITY OF DESIGN SEOUL Seoul Performing Arts Center Nodeul Island is located in the middle of Han River, and has the oval shape of 53,600m2. The Seoul Performing Arts Center project is intended to transform the desolate island into a world-class culture space and the landmark of Seoul. This project began with the determination to make a cultural complex in order to develop Seoul into a global cultural city and the cultural hub of North East Asia. The main activities of the project are as follows: Construction of a world-class cultural complex in line with the status of Seoul, a cultural city, and an opera house that symbolizes Seoul, an international city, an environmental park that can maintain the ecological features of Han River, sightseeing facilities for foreigners, and recreation facilities by using the riverside space of Han River, and providing adolescents with a space for recreation and emotional stability. This center will be a composite culture and arts center that has the main buildings such as the opera house, symphony hall, and outdoor music hall for adolescents as well as a riverside performance hall to be harmonized with the scenery of Han River.

SEOUL LITE ‘SEOUL LITE’ is a new landmark building designed under the theme of ‘Light of Seoul that will Lead the New Millennium. The architectural marvel will be constructed as the world’s second highest building, after the Burj Dubai, with the height of 640m(including 100m pinnacle), 9 basement floors, and 133 above ground floors(total floor area: 724,675m2 / land area: 37,280m2). The SEOUL LITE is a magnificent project with a total project budget of 3.3 trillion KRW and will be constructed through Korean technology and capital, targeted to be completed in 2015. At its highest floor(133rd fl.), world’s highest view point(540m), which will allow a view of not only Seoul but sceneries of Gyeonggi as well as Gaeseong, is planned to be installed. Currently, Burj Dubai’s view point is at 124th floor. Within the building, world’s highest and most magnificent hotel is planned to be operated. In addition, it will also house environmental friendly offices as well as residential units. The 24 hour comfortable environment will also include naturally harmonizing high class shopping centers centered on the public pedestrian passage. The building will be equipped with the latest cutting-edge technology digital media that will allow multi-dimensional experience centers as well as cultural and exhibition facilities. The SEOUL LITE will become the world’s tallest business tower that will have the multiple and comprehensive features of future city.

Design Seoul Report 141 Interior Design

The service business industry have replaced interior design on the average of every one or two years in Seoul. Since interior design absorbs needs for popular trends or new places flexibly, it is closely related to the recognition of the general public for design. Thus, the interior design of Korea reflects contemporary trends, and absorbs the public. Reversely, interior design introduces the trends of design to the public, and helps improve the recognition of design. Since traditional Korean patterns or items are used, interior design helps publicize the beauty of Korea. Recently, interior design has been extended to the concept of spatial design beyond that of decoration. The design codes or artistic quality from diverse genres are easily applied, and new crossover design is introduced to the public.

142 UNESCO CITY OF DESIGN SEOUL Retail & Department

Coex Branch, Hyundai Department Store This project was an example of controlling the design of the entire store by entrusting the design of one entire floor to one designer unlike other interior projects for department stores. The idea that department stores should be more than just commercial places for selling and purchasing, which are their primary features, is being practiced through this project. The project has the slogan of ‘I shop, therefore I am’ under urban, high-end, and feminine images. Three teams made design under the three concepts of ‘Organic Shape,’ ‘White Balance,’ and ‘Multiple Contrast.’

Maison Ermes Dosan Park The Maison Hermes Dosan Park, which is the fourth Ermes flagship store in the world after Paris, New York City, and Tokyo, is located near a quiet park downtown Seoul. This place has the shape of a rectangular golden box, and shows changes in the sky variously due to changes in light on a cozy street. The entire building absorbs light and shadow neatly just like a well-set jewel. It was designed by Rena Dumas, the wife of Jean-Louis Dumas, who is the honorary chairman of Hermes. She is quoted as saying that she was inspired by traditional Korean houses, Hanok to conceive the overall concept of this project. The central park connecting the first underground floor to the ground reminds you of the yard of Hanok. The atrium stretching from the underground coffee shop to the sky shows organic but independent spaces in rectangular shape centering on the central park. Commercialized places are new emotional spaces, which are differentiated from houses or working places. The commercial value of the decorated place increases along with the expansion of marketing techniques through space experience. In this age, companies not only sell their products but also should consider and meet the customers’ cultural needs.

Design Seoul Report 143 Hong, Eun-jeong Shop This project was about shop interior for young fashion designers. The requirement was that the ‘Mix & Match’ style, which rejects tradition and excludes plain-old styles, should be expressed in free space where spatial design where there are no shape and limitations was used. The interior designers gave wit and vitality to the space by using hangers. They inter-connected both ends of lines and placed transformed lines by twisting in the space. Different spaces had diverse lines of the same concept, and infinite chains connected the other shops just like the Mobius strip. Vitality and functionality was given to the space by using the drawings of Hong, Eun-Jeong in part as the countermeasure against changes and variableness. The shop has spaces for the special object of the designer not just interior. Diverse changes are expressed by using variable materials. The shop was designed by Jeong-han Yoo, who was one of famous interior designers in Seoul.

Hyundai Capital, Retail Brand Zone of Hyundai Card The Retail Brand Zone was designed so that its design, interior, walls, ceiling, installed ornaments, and the environment could represent the corporate identity. This type of design was introduced through this project for the first time in Korea. Retail branding denotes a series of operation for extending corporate identity to spaces in order to show the consistent image of a company to the public and to obtain the recognition of brands beyond the range of products or services. Hyundai Card from Hyundai Capital, which wanted to eliminate its image of a conservative financial institution, attempts experience marketing by using design and retail branding. This place full of primary colors such as red, orange, and brown is very different from the traditional uptight financial institution. Design products of unique shape are exhibited along with a variety of comfortable chairs so that you can feel as if you are in a cozy coffee shop or gallery. This project was worked on by Concrete, which was an interior company of the Netherlands, and Total Identity, which is a design company of the Netherlands.

144 UNESCO CITY OF DESIGN SEOUL Restaurant

Corean Cuisine The ‘Corean Cuisine’ famous for a Korean dish known as Jeonju Bibimbaap, which is boiled rice with assorted mixtures, established its branch in Seoul. Young-oak Kim, who is the CEO of Rodam A.I. and designed this restaurant, was quoted as saying that she contemplated ‘the tradition of Korea’ while working on this project. She placed the lifestyle of Koreans, which is mixed and combined just like Bibimbaap, rather than the elegant and spatial beauty of Korea, in this restaurant. If you enter the entrance, you will see poles for signifying prayer for a good harvest as well as traditional furniture and patterns in harmony. The rugged walls and loose patterns express the rough but tasteful ‘skills’ of Koreans. The patterns stand out in this place. Young-oak Kim used the expression of ‘pattern services.’ The patterns of Korea have had several meanings. The ancestors of Koreans found meaningful affluence rather than materialistic affluence. Foods are the foundation of humans. They determine the thinking, values, and lifestyle of humans.

Bean_ History Even if traces of a well site remind you of lonely history of Gyung Hee Palace, the spatial value of Bean_History is high since it allows you to enjoy a large yard nearby. The terrace connecting the outside view to the inside hall expresses the meaning of existence clearly without af- fecting the meaning of a space. The handrail of ununiform cross stripes adds rhythmical rhymes. The well site, which catches your eyes along with the view over the windows, exists as if it proves the existence of the well that had given good quality of water to the citizens of Seoul. The designer explains that she wanted to overlap view inside of the well with a room for the royal family in this restaurant of 99m2. To do so, feminine materials such as splendid velvet should be combined with rough stones.

Design Seoul Report 145 Naos Nova You are likely to pass this restaurant since it is similar to the topography of Mt. Namsan. Naos Nova formed a world when one underground floor was combined with four ground floors. This restaurant was created artificially while a road was being built in a mountain. See-hyung Chun, who designed the restaurant, approached to the grand power of the nature by adaptation rather than coping. A simple spatial structure, which had been his interest, was attempted in this place. The attempt is shown in that the sidewalk is connected to the inside and occupies the ground floor, the most important space of the building is finished by using huge glasses in order to prevent the building from cover the view, and the light from the large village at the rear side of this building is converted into characters, which are used for the interior design. He focused on the use of light in order to remove light as much as possible inside of the building. Lighting is placed on the ground, which is covered with epoxy resin, so that the light of dim white can emerge from the ground. Other than the light, candlelight exists as the only lighting in the space. This is the unique concept of the designer who wanted to find the uniqueness of this space from a building where minimal light exists.

Walking Slow Walking Slow is a coffee shop located in front of the Dosan Park, which expresses the natural aesthetics of tradition. Since Young-beom Ma and See-hyung Chun, who were famous interior designers, decorated this coffee shop, this place drew much attention from the start of design. See-hyung Chun introduces minimal design using traditional materials while Young-beom Ma designs the traditional beauty of Korea through the tangled mixture of materials. They placed folk materials so that you can feel comfort even at the entrance. This place forms simple and soft spatial beauty along with adjacent view due to the indirect analysis of traditional Korean materials. Also, urban elements are added to the design.

146 UNESCO CITY OF DESIGN SEOUL Oullim House Under the theme of ‘Delectable World of Nature,’ the restaurant has separated its interior into three independent sections of Sanullim, Kangullim, and Oullim, to escape from the previous rowdy atmosphere of typical Korean restaurant. The new interior is planned to include private rooms, large and small sized reception halls to hold various events, and children’s play ground section. ‘Kangullim’ is an independent room situated in the middle of the main hall with softly flowing stream on its side. Although the space is independent, it is visually open and structured as a shared space. The section is composed with more private and independent rooms than ‘Sanullim’ and ‘Oullim,’ which emphasize the secretive feeling. The finishing material used for the renovation steered away from mass produced artificial products but instead applied wood, soil, rock, grass, and other natural and environmental friendly materials. It is in a way an outdated expression but the natural flow of lines possess calmness and is provides appropriate contrast against the secluded space, and provides feeling of movement.

KoBakSa Korean Restauran Comfortable space with a theme was expressed with consideration to urban uniqueness and traditions of Korea. Modern man, who has now accepted ‘Speed’ and ‘Growth’ as a virtue, now seeks to find comfort and beauty from the nature. The establishment relates comfort and motion by including the beautiful sounds and colors of nature in the space. The designer intended to express the familiarity of hometown and homeliness within urban environment. In other words, the designer sought to present familiar feelings of hometown in urban environment. Traditional paper, rock, soil, grass, with other materials that holds familiarity such as the pottery and water basin seems to possess all the qualities of our traditional beauty and sentiments. The widely opening interior is accented with lines that provides both sharp and graceful feeling. The oversized door, which resembles a traditional divider, has a drawing of a flower with bright coloration that relates visual joy and a feeling of warmth.

Design Seoul Report 147 Hotel

Park Hyatt Seoul Hotel This hotel has a new concept rather than the plain-old hotels of American or European style in terms of design. The concept is none other than ‘communication’ between spaces, space and men, or two people rather than splendidness or size. A lobby is located on its 24th floor, which is the top floor. Also, the rooms with natural lighting from the front window of 3.4 meters high and the corridor where the antiques of Korea are exhibited differentiate this hotel from other hotels and attempt changes Park Hyatt Seoul Hotel was a boutique hotel designed by Super Potato, which is a reputable interior design company. The concept of a boutique hotel was conceived from the perspective of marketing. The marketing of large hotels such as Hilton, Marriot, and Sheraton was to provide the same services at any and all branch hotels anywhere in the world. In this age of sentiment, customers want to purchase experiences not just products. The concept of a boutique hotel was introduced in order to meet the needs of sentimental customers, and is differentiated from that of the traditional hotels. Also, the ‘grandioseness’ and ‘tradition,’ which were the uniform images of the traditional hotels, was not found and unique and original concept was introduced into this kind of hotels.

Life Style Hotel ‘Life Style Hotel’ is a native boutique and business hotel. It consists of four buildings. Three buildings form a boutique hotel while the other building forms a business hotel. This hotel has about 200 rooms of 48 types. Recently, customers who pursue enjoying from rooms themselves by renting rooms and partying. The designer changed the concept of hotels, which are public yet private spaces, into a composite space for entertainment where the lifestyle of each individual exists. The suite room consisting of two floors and 5 meters high is a space for entertainment, which allows for gatherings or parties and allows you to enjoy movies, songs, and spa.

148 UNESCO CITY OF DESIGN SEOUL Hilltop Hotel (Vip Club) This hotel is the combination of small rooms, which are uniform spaces just like boxes. The traditional VIP clubs had not reflected the trends of design properly in terms of commercialization. Unique beauty could not be found from the clubs since they are decorated with bland items. This project gave creative design and colors and distinct flagrance to the structure beyond the traditional boundary of design. The simple entrance allows you to enjoy the flagrance of flowers. Clothes exist on the wall at one side of stairs, and a blossom of red rose greets visitors. The rose on the wall shows minimalism, which represents the purpose of the club and creates sophisticated and static atmosphere. The flow of the flower is expressed by using glass tiles, and is connected and combined with the black tiles dynamically. The pictorial view along the alley relaxes customers, and expresses connection with the entrance. More than 40 rooms connected to the inside along the uniquely decorated road have five types of style: minimal, zen, new classics, mediterranean, and classics. The combination and collision of colors and materials, the empirical trait of materials, the soft harmony of spaces, changes in various image walls, and wit materialize 40 different rooms.

W Walkerhill Hotel W Hotel, which is famous to be the most trendy and stylish hotel in the world, has opened in Seoul for the first time in Asia. This is a new concept of hotel operated by Starwood & Resort World, a worldly renowned hotel chain. 16 branch hotels exist in America including five branch hotels in New York City, in addition to one in each cities of Sydney, Mexico City, and Montreal. For the first time in Asia, it has opened in Seoul. Due to its unique design and urban style, this hotel is very popular among trend-setters. Its entrance stimulates visitors with its dramatic space and colors. The lobby has chairs of oval shape, and people seat and read newspapers on the chairs of half-moon shape. A bar of 18 meters long is adjacent to the front desk. The bar is the longest in Korea. This is called ‘WooBar.’ The lobby is called ‘Living Room’ in that it pursues the comfort of a living room. The ‘Living Room’ has ‘WooBar,’ and the ‘WooBar’ includes the ‘Living Room.’ Another space that expresses the uniqueness of this hotel is unique rooms. There are 253 rooms on 14 floors in total. The rooms are categorized into the ‘Won- derful Room’ of 39m2, which is the largest standard room in Korea, the Spa Room, the Scent Room, and the Media Room. The motto of this hotel is ‘Whatever you want, Whenever you want.’ This is the world’s 19th and Asia’s first boutique hotel.

Design Seoul Report 149 Communication Design

Seoul Metropolitan Government is working on diverse projects for the PR of Seoul by adopting the concept of urban marketing to the administration of Seoul. In particular, the development and management of ‘Hi, Seoul’ brand and public service brands such as ‘Arisoo’ are good examples. The concept of communication design is being actively applied on public transportation systems such as buses and subways. Traditional Korean patterns and colors are used for the city tour buses in order to publicize Seoul. The 1988 Seoul Olympic Games was a good opportunity for Seoul to be publicized to the world through visual design. Seoul showed more mature aspects throughout 2002 World Cup Games.

Seoul Metropolitan Government is making strategies for urban design by using new media in relation to current visual communications of Seoul. It is also building a way-showing strategic system for efficient way-finding, and is developing a basic system for the integration of the visual information systems in Seoul.

150 UNESCO CITY OF DESIGN SEOUL Visual Communication Design for City

Emblem Seoul Metropolitan Government designed its emblem in order to show the bright future of the Capital City of the Republic of Korea. This emblem has been used since Oct. 28, 1996 instead of the old one that had represented the city since 1947. The emblem figures the Korean letters, ‘Seoul’, into mountains, sun and Hangang(River) and symbolizes, in general, the look of a man in merry mood. Thus, it symbolizes Seoul tilting toward a human-oriented city. In the context of nature, human and city, the green mountain means a love of environment, the blue Hangang signifying history and vitality, and the sun in the center stands for the future and vision. The emblem was designed on the basis of the national roots, so that it can become the symbol of opening today and tomorrow’s Seoul. The basic idea for the design stems from(Seoul) and drawings by two prominent painters of the Joseon Dynasty(1392-1910) “Mokmyokchodon” by “Kyomjae” Chong Son and “Mudong(dancing boy)” by “Tanwon” Kim Hongdo.

Hi Seoul(City Brand) Development of the Slogan of Hi Seoul As an English greeting word used most by people all over the world, ‘Hi’ delivers a bright and intimate message of Seoul to the global village, and has a meaning that represents the attraction of Seoul. Also, as an intimate greeting word of citizens, ‘Hi,’ represents a will to integrate, which enables citizens to confirm that they are neighbors close with each other and to have a home consciousness through the union among regions and among social classes. The slogan graphic was represented in an intimate style, which can be easily understood and loved by people of all ages and both genders, by using bright and vigorous calligraphy style so that the slogan graphic can match with the meaning of Hi. The slogan graphic configures the various and vigorous forms of Seoul by using free-hand calligraphy style, which gotten out of the fixed form, and its colors represents a visually strong attention and impact by using three colors of the three Great Absolute of blue, red, and yellow, which represent the colors of Korea. The slogan matches with the subtitle slogan, which can be used for special purposes such as the sightseeing of Seoul, product marketing, culture, and investment inducement, to embody the image of Seoul. Symbol For global branding of Seoul’s symbol, Haechi, the city has been conducting image survey of the citizens, gathering opinions from the industry experts, and reviewed by the Symbol Advisory Board and developed the Haechi BI, characters, and sounds. Going forward, Seoul is planning to conduct sustainable brand management and uniformed comprehensive Haechi marketing under the long term vision for developing Seoul’s icon to enhance the city’s competitiveness and to elevate the brand value. The basic form of Haechi’s BI was inspired by the Haechi Statue at Gwanghwamun. Haechi’s frontal view shows the character facing slightly to the side with its sight looking slightly upward in a dynamic posture. Its facial form is emphasized to show progressive expression.

Design Seoul Report 151 Arisu In Seoul, there is a public tap water brand called, ‘Arisu.’ ‘The Running Water of Seoul,’ which is the public tap water contained in a plastic bottle that the Seoul Metropolitan Government started to produce in May 7, 2001 and supplied at free of charges. It was recreated as a new brand, ‘Arisu.’ Arisu is the combination between a Korean word meaning ‘to be great,’ ‘ Ari,’ and a Chinese character ‘su’ for ‘water,’ and Arisu was the named of Han River during Goguryeo Dynasty. The Seoul Metropolitan Government has registered this water with the name of ‘Arisu,’ which is a mixture of Hangeul(Korean Writing) and the Chinese character, in addition to English name, ‘Arisu,’ in Korean Intellectual Property Office in February, 2004, and started full-scale production on April 1st and supplied to the public. Although, in fact, the public tap water of Seoul has the water source of the 1st level(the highest rating), and with excellent water quality, which is continuously managed via Quality Management System, the wall of mistrust by the citizens is still high. When the flood damage occurred in 2003, the Seoul Metropolitan Government supplied the tap water in plastic bottles to local sites suffering from the flood damage, but this tap water was turned away by local residents. The feeling of rejection towards the tap water was so strong that the local residents were reluctant to drink bottled tap water named, ‘The Runnign Water of Seoul,’ even during the crisis of great flood damage. In order to overcome such feelings of rejection, Seoul Metropolitan Government was determined to enhance the level of tap water through a brand. The Seoul Metropolitan Government surveyed the citizen’s acceptance level of the tap water, went through an overall review for a promotional program by appointing a specialized agency, and then created the brand, ‘Arisu.’

2002 World Cup in Seoul Viewed in Terms of Design Emblem FIFA has given a concept, ‘an international language, or culture,’ to football. The World Cup is not just considered as one of football championships by the world. The World Cup is a name of the great sports brand, which drives all nations of the world to full enthusiasm every four years. And, positioned in the middle of this brand name, there is the World Cup emblem. The Official Emblem of the 2002 FIFA World Cup Korea/Japan™ was developed by Chris Lightfoot of Interbrand. The ideology of the Korean football viewed in terms of design can be represented largely by three forms. First, the creative emotion shared with the world. Second, the originality of Korea beyond global standards. Third, the visual unification of the Red Devil(Korean cheering team for football game) representing Korea. Poster In the poster production process, Japan wanted to put forms representing Japan, such as the Japanese Kimono and Huji Mt., etc., and to the contrary, Korea insisted the Korean clothing and Namdaemun Gate, etc. In order to find out a method which can deliver Oriental feelings to the World Cup stage as the first World Cup held in Asia, while avoiding the unbalance of selecting the traditional image biased to one country between Korea and Japan, Korean and Japanese backbone calligrapher, Byeon Chu-Seok, a professor at Kookim University in Korea, and Hirano Sogen, jointly worked in a studio for three days, and created a Word Cup design that would be used for the posters. Among their works, they selected the best parts from each work, in the equal ratio, and then, they completed the draft of the poster after going through scanning, digitalization, and coloring. Poster of Seoul, a Hosting Country, and Seoul Logo Since this World Cup would be held jointly by Korean and Japan, the Seoul Metropolitan Government developed the World Cup poster and image logo for City marketing, operated homepage of Seoul City World Cup, and developed various convention marketings such as the Metroplice Seoul Conference, Seoul Investment Fair, Seoul Investment Forum, invitation of overseas investors, and etc., as part of City’s efforts in improving the urban image. The Seoul Metropolitan Government successfully held the 2002 World Cup in a more mature form, like a city that successfully held the Asian Game in 1986 and the Seoul Olympic Games in 1988, and it is improving the urban image based on these world events.

152 UNESCO CITY OF DESIGN SEOUL Project Related to Visual Communication Design

The Establishment of Urban Design Strategy that Used the New Media Seoul is one of cities that have the high-speed Internet environment matching with the level of the IT Power capital and the citizen’s high ability of using the New Media. It is safe to say that Korea is recognized as the test market of the media industry throughout the world, attrib- utable to Korea’s advanced technologies such as the semiconductor and LCD, in addition to citizen’s superior ability of using interacting with the new information technology medium and devices. Through the information system of the city, a variety of information, including promotion of the urban culture, transportation facility information are provided in the new media environment, and this information is being expanded to include interactive Internet and television, visual conference, image chatting, and DMB. An integrated strategy, which enables seamless urban information communication is being prepared. Private information, such as an outdoor electric signboards, are repeatedly developed with the application of multimedia display technology, but the public information, such as traffic sign, still remain at the form of a traditional board sign. The Seoul Metropolitan Government is pursuing various researches and model projects in order to embody the integrated urban design that applies New Media. In particular, the City is pursuing development of a road spot map, not as uni-directional communication but with the function of bi-directional communication, through application of the user-based interface environment and GPS–based technology, and with introduction of the ubiquitous management system for continuous maintenance and management.

The Establishment of Wayshowing Strategy System for Reasonable Wayfinding Wayfinding is a concept that includes an ability to reach a specific destination, and it can be defined as a comprehensive, continuous, and dynamic concept that establish continuity and with instantaneous direction on demand capability for reaching destination. In order to enable this dynamic Wayfinding, the City information must indicate the right place, and suggest a systematic traffic line plan system to citizens and City tourists. The flow of traffic line, such as the connection from a sidewalk to traffic street, and the connection from cultural facility to sightseeing base, should be made easy and easily understandable. Such information should indicate precise location in systematic manner with the application of outlined map or sign system. The Seoul Metropolitan Government is making an effort to survey the current status of the traffic line plan and check its problems, and improve the whole traffic line structure, such as the pedestrian traffic, bicycle traffic, bus traffic, and etc. The Seoul Metropolitan Government will construct the Wayshowing system and Geographical Information System(GIS) with cooperation with citizens, based on the master plan for such traffic line structures.

The Development of Basic System for Integrating the Visual Information Systems As a task that should be preceded for the visual information system of the Seoul urban design in order to be consistent and applied in integrated manner, the initial development for design constituents can be mentioned. The content elements that constitute the visual information include the calligraphic style, pictogram, arrow diagram, guideline, and map. The form elements include the color, size, format, grid, grouping, and etc. These elements should reflect the history and culture based on the inherent identity of Seoul, and it should simultaneously include international standard and completed design. The Seoul Metropolitan Government will develop the inherent calligraphic style of Seoul, which reflects the Seoulness, produce the inherent color guide of Seoul, and develop the grid system for the information graphic system of Seoul to achieve integration of urban visual information systems, for the purpose of taking one step forward from the current conventional visual information system.

Design Seoul Report 153 Industrial Design

The industrial design of Seoul represents the industrial design of Korea. The industrial design of Korea has a short history of industrialization. Strategic promotion led by the Korean government and the development history of companies mainly have contributed to changes in design; thus, it is difficult for design in Korea to be classified into characters, factions, trend, or style like design in Western countries. The concept of ‘in-house design’ focusing on conglomerates, which has been led by the Korean government, was established for a while ago, and economic approaches following market principles rather than trend or approaches based on design products were made. The industrial design of Seoul started to be made in order to meet economic needs from a practical perspective and has continued until today. The Korean government and companies have played an important role in the design-making.

Seoul Metropolitan Government established the Seoul Design Center in 2005 as the roles of industrial design had become increasingly important, and supports the activities of the industrial design sector. In particular, it actively supports the design development of small companies, consultation for them, provides design information, and performs design training and education.

Companies located in Seoul have used design strategically to gain many good business performance. Korean companies have won more and more design awards overseas recently. They have announced design management and have established design strategies actively. The efforts and performance of the companies have helped improve the economy of Seoul.

154 UNESCO CITY OF DESIGN SEOUL Corporate Achievements

Increase In Winning Overseas Design Awards Korean companies have been winning more and more global design awards every year. In particular, they have gained good results in the iF Awards, Reddot Design Awards, and Industrial Design Excellence Award (IDEA). Korean companies won nine prizes in the iF Award in 2001 and 61 prizes in 2007. They won 21 prizes in the Reddot Design Awards in 2004 and 42 prizes in 2006. Also, they have continued to win prizes in the IDEA. In particular, Samsung Electronics and LG Electronics have stood out in increasingly winning overseas design awards. Winning overseas design awards means that global leadership is shown in the design field. Creating value added by companies using design strategically contributes to the promotion of local economy, and is related to the improvement of the value of urban brands shared by companies.

Expanding Strategic Design Management Leading conglomerates such as Samsung, Hyundai Motor Company, LG, and SK are strengthening organizations for the R&D of design such as ‘overseas design research institutes’ and ‘overseas design membership,’ and is improving ‘global design competitiveness.’ The companies is making every effort to have world-class design competitiveness in the fields of electric home appliances, vehicles, and telecommunication devices by making mid and long-term strategies. The main conglomerates of Korea are investing a large amount of money in R&D of design in order to improve their competitiveness of design as well as technology and product quality. The top four conglomerates of Korea, which are Samsung, Hyundai Motor Company, LG, and SK, will invest KRW 900 billion in the R&D of design in 2007, and the estimated amount shows increase compared to KRW 500 billion in 2005 and KRW 650 billion in 2006. It was Samsung that emphasized design management for the first time in Korea. Since it commanded all of its affiliated companies to perform a ‘design revolution’ in 1996, it has continued to perform design innovation to this date. Samsung is making efforts to ensure global design competitiveness, which enables making ‘world premium brands’ by having its affiliated companies create original design and Graphical User Interfaces(GUIs) in a user–friendly environment. Samsung Electronics is running the Samsung Design School. It also has a design management center under the direct control of its CEO, and establishes global design strategies by using a design committee supervised by its CEO. Hyundai Motor Company is working on the ‘Hyundai Vehicle DNA’ strategy in order to compete with global vehicle manufacturers in the global market. It has plans to build its unique vehicle DNA genealogy, which allows you to identify Hyundai and Kia vehicles through their design. The company has policies of differentiating the design of Hyundai vehicles from that of Kia ones through design DNAs and of working on design differentiation from world-class vehicles made by BMW or Mercedes-Benz. LG Group recently emphasizes the ‘top design management’ following ‘technical management,’ and is making every effort to improve global design competitiveness. LG Electronics is working every effort to create ‘Great Design’ starting from the announcement of the ‘World-class Design by 2007’ in order to perform design management. LG Electronics has strategies for defeating Nokia and Electrolux from Northern Europe by establishing three main design values such as ‘Best Selling’, ‘Most Advanced,’ and ‘Great Design.’ It has plans to benchmark the design of foreign leading companies by improving the abilities of global design centers such as the design center in Milan, Italy. SK Group is working on ‘Emotional Design Manag- ment’ focusing on ‘Color Management.’ The group has launched the group logo where red is combined with orange, and is working on emotional management focusing on design and color at each affiliated company. The red image of SK Corporation and the yellow one of SK Chemicals represent the main colors of the group, and maximize emotional management along with the design. In addition, Kumho Asiana Group set the ‘Beautiful Company’ as its motto celebrating its 60th anniversary, and is working on the implementation of ‘design management.’ Kumho Asiana is making efforts for design management by having 165 executives from its affiliated companies attend ‘design classes’ at its design school.

Design Seoul Report 155 IT Design

In today’s IT field, design is shown in many different forms. Design is converging with diversities of industries including in the fields of sen- sory and recognition, hardware and interface development, mobile environment design, and experience design, and is creating a new form of industry as well as a new market. Various research activities are being undertaken focused on human senses, recognition, and behaviors. Development in the areas of hardware interface and interaction is actively pursued, and industry related to creating environment based on information technology is also actively expanding. Leaders in such industries can be pointed out as LG Electronics, Samsung Electronics and SK Telecom but within the field of IT, there are countless venture companies pursuing new pioneer each day. Digital convergence activities such as digitalization of former analog products, convergence among digital products, and integration with broadband network are also rapidly being progressed and it is anticipated that convergence of new technology with traditional business will be fully launched. The design research centers of Samsung and LG groups, Korea’s representative IT product conglomerates, is located in the heart of Seoul to pursue research in Seoul’s design trend and to be on top of research activities in rapidly changing international IT technology. In addition to leading major corporations in Seoul, many small and medium sized companies as well as venture companies have recognized the importance in design in corporate management and many have achieved parallel growth through implementation of design oriented management strategy. The City of Seoul is ready in both mindset and physical conditions to develop world’s most advanced IT infrastructure. Together with close relationship with design, Seoul is in progress of advancing towards the future as the leader in IT design.

Digital Contents Design

To enhance the competitiveness of Seoul, the capital city of the global IT power nation, the city is making efforts in developing growth infrastructure for digital contents industry by supporting various digital contents industries including the game and animation industries. In addition, the city is also establishing a foundation for creating high values for Seoul’s cultural assets by developing Uniquely Seoul cultural contents such as Hanryu contents. To provide supports to digital contents venture companies, the city has established a 2.9 billion KRW Digital Contents Fund in 2008 and in 2009, the city is planning to establish a 2nd fund, the Cultural Industry Fund with capital of 20 billion KRW. In addition, to develop game industry, the city held the Seoul International e-Sports Festival on August of 2008. The festival was participated by over 400 pro-gamers from 7 countries. The city supported business marketing for small and medium sized game companies by participating in Korean and international game markets and exhibitions and on May of 2008, the city also held the Seoul Animation Festival. To add to above efforts, the city is providing support for developing outstanding creative contents including independent short animation films and cartoons. On September of 2007, Seoul hosted the Asia Song Festival and on August of same year, the Seoul Drama Awards was held to showcase the excellence in Korea’s culture in the drama and cinema sectors. Based on such achievements and initiatives, Seoul will continuously foster new Hanryu contents as well as Seoul location marketing in films and will continue to implement diverse projects and efforts to widely promote Seoul throughout the world.

156 UNESCO CITY OF DESIGN SEOUL Home Deco Industry

During the recent few years with the increase in the people’s awareness and knowledge in design, their interest are being focused in design sectors closely related to living environment. The rising income level of the nation’s citizens also raised the popularity of the products related with their homes. As a result, the distribution industry has recognized the home decoration product line as a new blue ocean and their corresponding revenue have shown rapidly increasing trend. The terms Nature(Well-being), Future(Smart & Intelligent) and Luxury have already firmly settled as the global residential trend. Homes are advancing as an environmental friendly residences placing importance on health and is now transforming to become comfortable living space with high-tech functionalities as these homes merge with cutting-edge technology. Home appliances with cutting-edge information technology now maximize the comfort and convenience for the residents. With the change in social environment and based on the awareness change of the people, design industries in many sectors including the sub-urban home sector, construction material and remodeling sector, air conditioning and ventilation equipment sector, interior and furniture sector, landscaping and gardening product sector, as well as construction tools and DIY sectors, have become highly active. As these industries converge with the information technology, a whole new shape is anticipated to form.

Cultural Experience Design

Seoul is a city with diverse tourism resources. The city is pursuing vast support measures in tourism related industries in order to become a world’s leading tourism city with a target of 12 million visitors by 2010. Seoul’s active policies and support for fostering tourism industry is also providing positive effects for design industries connected with cultural and tourism industry. Design industries in the fields of advertisement, promotion, packaging, publishing, character, visual culture and information design industry, image culture products, traditional cultural products, tourism cultural products, cultural design products in education and daily life cultural products, cultural arts design industries including performance arts, visual arts, sculpture arts, industrial arts, cultural experience design industries including events, festivals, and entertainment are firmly establishing as the key design industries.

Design Seoul Report 157 Fashion Design

Costume, which is in relation to the living environment of humans, is a genre of arts that requires ornaments and functional design, and changes as time passes. The mentality of mankind reflected in the changed shape of costume and the functional aspect of costume allow you to understand the symbolic meaning of costume. The costume of Korea is the combination of tradition and foreign influence. The traditional Korean costume has not been maintained due to the effects of Western costume; however, the shape of traditional Korean costume has been changed, developed, and succeeded in line with the modern society. The beautiful lines succeeded from Hanbok, which is the traditional costume of Korea and values lines, are the characteristics of Korean fashion.

The mid-1970s was the starting period for the modern fashion of Korea. Samsung, Bando (Currently, LG Fashion), Hanil Syn- thetic Fiber, and Cheil Industries built export-leading mass production systems and broke into foreign markets. In the 1980s, export continued to be made and interest in domestic demand started to be created. Also, the domestic fashion industry learned the patterns of womens’ wear and design know-how from the wear industry of Japan. Passing these periods, the domestic market improved, and needs for wear focusing on people’s sentiment increased. Through department stores, high- end wear was supplied. In the 1990s, the fashion industry went through the phase of maturity by overcoming the difficulties of the IMF bailout. Since 2000, the fashion industry of Korea has growed fast. Overseas outsourcing has been improved, and the age of global competition has opened as the global markets have become diverse. The distribution channels of Korea are increasingly getting various(e-commerce, resellers, shopping malls, and fashion stores). Currently, the brands of Korea are actively breaking into foreign countries, and the potential abilities of Korean designers have been recognized overseas.

Currently, Seoul is the test bed for diverse fashion. A self-created fashion industry cluster like Dongdaemun Fashion Cluster was created, and many tests for fashion have been performed by the expansion of markets and links with overseas markets due to the growth of media. The Seoul Metropolitan Government is strategically making efforts to transform Seoul into the center of fashion in Asia.

158 UNESCO CITY OF DESIGN SEOUL Initiative of the Government for Promoting Fashion Industry

Expanding and Reorganizing the ‘Seoul Collection’ to ‘Seoul Fashion Week’(Twice a Year) The Seoul Metropolitan Government is showing its determination to promote the Seoul Collection to one of the top five collections in the world by promoting overseas marketing through the invitation of foreign buyers and media and PR, increasing in the participation of foreign designers from Milan, Paris, and Tokyo, and opening events for each wear(mens’ wear and womens’ wear).

General Support of Marketing and Outlet The Seoul Metropolitan Government supports participation of the designers and small companies of Seoul in foreign collections held in Hong Kong, Paris, USA, and China. It will form support teams consisting of experts for breaking into overseas markets to support participation in foreign fashion events and overseas marketing. Also, it will send a delegate for breaking into the Korean Wave markets.

Specializing the Main Commercial Fashion Zones of Seoul in Each Region—Collaboration with Seoul Gus The fashion industry of Seoul has grown by having history and features of each region. Seoul will host the Dongdaemun Fashion Festival, a designer fashion show, and a consultation meeting for receiving orders from overseas in order to develop the Dongdaemun area into the center of the latest design and the birthplace of high-end brands, and is establishing the vision of the Dongdaemun area and strategies for working on the vision by hosting forums and seminars where foreign experts will be invited. The commercial zone surrounding Hongik University will become a fashion street for the youth, and Cheongdam-dong will be a fashion street for high-end brands. Also, Samcheong- dong will be a fashion street for new designers.

Installing and Running Advanced Facilities for Fashion and Wear Industries Seoul is working on the construction of a cutting-edge sewing technology center with collaboration from Korean government, and the construction will be complete by 2009. A cutting-edge sewing technology center will be constructed in line with wear processing to obtain an advanced production system, and hall for fashion shows will be established near wear markets. The Design World Plaza, which will be built at the Dongdaemun area, will have infrastructure for supporting fashion design, which includes a costume museum.

Design Seoul Report 159 Dongdaemun Fashion Clusters

World’s Biggest Fashion Industry Complex The Dongdaemun Fashion Clusters is the biggest fashion industry complex in the world. It has 30 large markets, 29,000 shops, 90,000 workers, and 200,000 to 300,000 visitors a day. This is an international wear market visited by 3,000 foreigners on a daily basis. Many foreign buyers from America, Europe, and Africa as well as Japan, China, Hong Kong, and Taiwan visit this place.

Space for Shopping and Culture The Dongdaemun Fashion Clusters is intended for teenagers and people in their twenties who are sensitive to fashion trends, produces low-priced fashion items, and distributes them to nationwide as well as Seoul. It has various, and trendy wear to the extent that about 80% of teenagers and people in their twenties living in Seoul visit the Dongdaemun Market once to four times a month. Events such as various performances by invited singers, free gift events, and fashion shows open. Each market provides a playing space for teenagers and cultural spaces such as movie theaters and shopping malls. The commercial zone of Dongdaemun is growing into a composite cultural space where shopping meets with rest and recreation centering on the western commercial zone. At the commercial zone of Dongdaemun, wholesale has been mainly performed for provincial merchants. The tradition of each province has been succeeded, and this place continues to be developed as a night commercial zone.

Total Fashion Industrial Complex This is a market-concentrated fashion town that handles almost all fashion items such as bags, shoes, and accessories as well as wear under the concept of ‘From Head to Toes’. Each market has a variety of fashion items under unique concept; thus, one-stop shopping can be performed in one market. Each market has fashion items ranging from fashion sundries to wear and wedding goods. It has restaurants and a cultural plaza that ensure general entertainment as well. This place is growing into a type of town that allows you to do assorted shopping.

160 UNESCO CITY OF DESIGN SEOUL Self-finishing Market System of Small & Fast Companies The reasons why Dongdaemun Fashion Clusters have been popular are that Dongdaemun Market performs the processes of ‘planning- production-selling’ on its own, unlike regular wear manufacturers of company type and that one-stop production can be performed from the production of clothes to the launch of finished products since the commercial zone has clothes markets and consumer markets for finished products. That is, Quick Response System(QRS) allows you to ensure competitiveness. Quick response, distribution, and selling can be performed by using adjacent production accumulation facilities. High price competitiveness is maintained due to decreased opportunity cost caused by accumulation and the competitive system at each market and by each merchant. The main feature of Dongdaemun Fashion Clusters is its merchants. Since they hire designers or have design abilities, about 15,000 fashion designers work in the Dongdaemun area. They can launch experimental products and new designers can break into the market through the product management system based on merchants and designers and hierarchical production. Through these systems, creative market products are always launched.

Design Seoul Report 161 Sustainable Design

Sustainability is an important paradigm in terms of design. ‘Sustainable’ was one of important terms throughout the society, economy, culture, and environment of Korea in 2006. ‘Sustainable’ is deemed to be integral and requisite for urban design or the design industry.

The central government and Seoul Metropolitan Government have determination to ensure design initiatives in the public sector. They are making every effort for the administration of restrictions and promotion through incentives in relation to sustainability. The e-government created by the Seoul Metropolitan Government and its urban development prove this fact.

Design initiatives in the private sector can be found from companies and civil groups. The companies located in Seoul publish a ‘Sustainablity Report’ on an annual basis to publicize their activities. Samsung SDI, LG Electronics, Samsung Electronics, Hyun- dai Motor Company, SK Telecom, and Yuhan Kimberly stand out in social contribution and sustainable business management activities. Also, civil groups such as the Korean Green Foundation, the Green Seoul Citizen Committee, and the GR Association have been doing good activities.

162 UNESCO CITY OF DESIGN SEOUL Sustainable Design Development Strategy of Seoul

Seoul Metropolitan Government One of the major goals of Seoul Metropolitan Government is to build a sustainable city in Seoul. Under the Environmental Preservation Plans, the highest of Seoul’s environmental policies, sustainability evaluation and environmental impact assessment are implemented for all projects. Green Seoul Citizen Commission of citizens and specialists implements sustainability evaluation in consideration of environmental and socio–economic aspects to pursue balanced and sustainable development and Seoul Metropolitan City respects their results. Environ- mental impact assessment system intends to anticipate and analyze the harmful impact of various development projects. Seoul’s projects are performed according to the results of environmental impact assessment. The topmost plan of environmental policies is specified as [Seoul Action 21] and promotes citizen’s actions and participation. Seoul Environment Day event, Seoul Environmental Film Festival, and various incentives, such as incentives to recycling businesses, encourage participation of the general public and local businesses. Various departmental projects are implemented to make Seoul a clean and green city. Also, various affiliates of Seoul Metropolitan Government, including Green City Bureau, Environmental Bureau, Industrial Bureau, Traffic Bureau, and Urban Planning Bureau, are working hard to make Seoul sustainable in social, economic, and environmental aspects.

Clean And Green Seoul http://english.seoul.go.kr/gover/initiatives/inti One of major projects of Seoul Metropolitan Government is to recover green zones of life and increase parks and green spaces to build a green city. Roofs of buildings are converting from rest areas to ecologic spaces and schools in Seoul are breaking down their walls to share their parks with local communities. Also, many parking facilities in Seoul are becoming environmentally-friendly parking facilities and Dongdaemun Stadium Park and community parks are created to beautify the city and improve quality of air. Spaces of ecologic importance are interconnected to recover longitudinal green axis, suburban greens, arterial forests, arterial greens, and river axis for the ecological network. People of Seoul are given opportunities to experience the nature to improve their quality of life. [Clean and Green Seoul] project aims to consider Seoul’s space and history and recreate its environment and culture for the next generations to come.

e-Government http://e-seoul.go.kr/ Through new media known as the Internet, Seoul Metropolitan City has surpassed the concept of establishing paperless office that will achieve environmental and economic efficiency and has developed a new era of ubiquitous government administration that opened up diverse means of interactive communication with the citizens. The e-Government is a system based on internet connection that provides government service to people’s home 24 hours a day. To become the leading Intelligent City Seoul that provides highest satisfaction to the citizens, the city has established the Master Plan for Seoul Informa- tization and has implemented each phases of the Seoul’s e-Government Roadmap developed in accordance with the Master Plan. As the 1st Phase of the Seoul e-Government Roadmap, the city has integrated 126 websites into www.seoul.go.kr and launched the integrated website on July of 2003. In addition, the city has also developed citizens’ participation features including Cyber Policy Discussion Room and public survey system as well as web community and cyber monitor. The city has developed unified operations management system by integrating the relative resources including H/W system, organization, and budget. In the 2nd Phase, the city upgraded the contents to be citizen oriented(reorganized menu, internet broadcasting, etc.) and diversified the service features(One Click e-Civil Service, integrated reservation

Design Seoul Report 163 system, regional and map information portal, etc.) and elevated the quality of web based service to be convenient for the citizens. The e-Government Research Center of the International Information Policy Department of In the 2005 Global e-Government Evaluation conducted by the Sungkyunkwan University and the e-Government Research Center of Rutgers University in USA with the support by the UN Administration Development Division and US Association of Administration Academies, Seoul Metropolitan City was ranked #1. Par- ticularly, the city’s efforts in reorganizing the menu and contents to be citizen oriented and the Contents Management System(CMS), which is the process of directly registering and managing data by each corresponding departments for quick and precise information update, and overall revamping of the operating system as well as the One-Click e-Civil Service and integrated reservation system that significantly raised the convenience for the citizens were highly evaluated.

Eco Design Consulting Support Project The City of Seoul has been implementing the Eco Design Consulting Support Project to support urban planning and district development as well as to achieve sustainable design in the industry sector. Particularly, the Seoul Design Center, the city’s design initiative institute, has been conducting consultation to small and medium sized businesses for developing the foundation for manufacturing environmental friendly products and has held the eco design related seminar. The city is not only making efforts for the advancement of the design sector but also to improve awareness by the overall industries of the necessity for the development of sustainable product. In addition, the city is providing operation support grant to companies implementing projects related to remanufacturing and reusing.

164 UNESCO CITY OF DESIGN SEOUL Corporate

Samsung SDI http://www.samsungsdi.co.kr/ We accepted sustainable management philosophy, a new management paradigm, and synthesized various sustainable activities executed so far and set a sustainable vision of Samsung SDI. Samsung SDI sustainable vision is “True Leader for Sustainable World.” In other words, it is to be a true leader to last the world. This vision represents the company vision of the future we Samsung SDI heads for through Samsung SDI sustainable management.

LG Electronics http://www.lge.com/ LG Electronics has defined its medium- and long-term strategy to pursue environmental management and environment–friendly product– related activities more systematically. This strategy eventually aims at the completion of CSM and has been executed as environment-related activities among all our business activities. Through three strategic structures beginning from 2001, LG Electronics has extended its environmental management to CSM level.

Samsung Electronics http://www.samsung.com/ Samsung Electronics is performing various activities to settle its position and fulfill its responsibilities as a global company. It built an environmental–friendly supply network, environmental-friendly product development system, and actively complies with Global Recycling Regulations. Its supply network is maintained free of harmful materials and product development processes are assessed and improved in environmental aspects.

SK Telecom http://www.sktelecom.com/ We at SK Telecom would like to offer a heartfelt “thank you” for the continued support, affection and encouragement you have shown us. At this time, looking back on our past, and seeing our present and future status, we continually question ourselves about what we should be doing for our valued customers whose ceaseless support has caused us to be where we are today. SK Telecom has had a firm commitment to always stay helpful to our customers, as well as to our society as a whole. We have faithfully continued to keep this promise since the foundation of the company.

Design Seoul Report 165 Hyundai Motor Company http://worldwide.hyundai-motor.com/ Creating and supplying environmentally and socially friendly automobiles that meet the transportation needs of people is the ultimate goal of HMC. To achieve such a goal, HMC recognizes climate change, the development of alternative fuel technology, the reduction of emis- sions, and recycling as vital long-term issues that must be addressed through R&D efforts. For example, HMC has been participating in the Hydrogen Fleet & Infrastructure Demonstration and Validation Project of the US Department of Energy since 2004. More recently, HMC successfully completed the test driving of fuel cell vehicles in real world situations during the 2006 World Cup Germany.

Yuhan-kimberly http://www.yuhan-kimberly.co.kr/ Yuhan-Kimberly has raised funds for ecological and environmental preservation through its campaign on “For Greener and Greener Rivers and Mountains” for the last 23 years. The company has initiated various environmental campaigns, such as planting trees, managing forests, ecological training, specialist training, research and survey, and overseas training. Since 1985, the company has planted trees with newly-weds in nation-owned forests. The company’s ‘Green Camp,’ an environmental experience program for the youth, already celebrates its 19th year.

166 UNESCO CITY OF DESIGN SEOUL Private Organizations

Korea Green Foundation http://greenfund.org/ Slow but Steady, Soft but Strong…, A Way to Preserve Bio-diversity. The Korea Green Foundation is an environmental public utility foundation that promotes the utilization of educational and cultural measures to insure the preservation of the environment not only in Korea but throughout all of Asia. For the past half of the century, Korea has experienced rapid economic progress. However, the time has come to inject an amount of resources, tantamount to that of the budding economy, aimed at the protection of the environment. The Korea Green Foundation is the first environmental foundation established in Korea that strives to unite individuals, public bodies, government and corporations under the same environmental vision. Also, it is the first such organization to encourage active participation in a continuous and effective environmental movement. Furthermore, the foundation focuses specially on the establishment of an international network to solve Asian environmental issues. Finally, the education of children is one of the Korea Green Foundation’s major initiatives.

The Citizens’ Committee for a Green Seoul http://smg.metro.seoul.kr:9002/ It is impossible to solve environmental problems without the cooperation of individual citizens, civic groups, and industry. Recognizing this and in an effort to build a partnership with citizens and industry, Seoul Metropolitan Government established the Citizens’ Committee for a Green Seoul in 1995. The committee has 99 members, including environmental experts, representatives of industry and civic groups, city council members, and officials of the Seoul Metropolitan Government. The committee has three co-chairpersons, one each representing civic groups, industry, and the Mayor of Seoul. The committee is further divided into three divisions: Planning and Coordination Subcommittee and Seoul Agenda 21 Implementation Council; Sustainable Development Policy Subcommittee; Citizenry and Industry Cooperation Subcommittee. The Committee has held more than 100 meetings each year and has been carrying out various projects, including the implementation of Seoul Agenda 21. It has also been conducting evaluations and consultations on the sustainability of major administrative plans and projects of the Seoul Metropolitan Govern- ment, holding competitions for participation in Seoul Metropolitan Government’s projects, and producing publications on the environment.

Korean Association of Environmentally Friendly Enterprises http://www.ef21.co.kr/ The Korean Government has been managing Environmental–friendly Enterprise Certification system to encourage enterprises to implement environmental impact assessment and establish and follow specific environmental goals, since 1995. The goal of this system was to practice “sustainable development” as an economic principle in the system of free trade and market economy.

Design Seoul Report 167 Good Recycling Association http://ecopro.or.kr/ Works with the Ministry of Commerce, Industry, and Energy and its Korean Agency for Technology and Standards to promote spontaneous activities of civil organizations, regulate unnecessary use of Government budget, and support various policies. By doing so, it contributes to protecting environmental industries, certifying quality of recycled products, and providing new rules for circulation. Participating members (GR- certified entities) promote technological development in recycling industry and collaborates with one another to produce outstanding recycled products for mutual development.

Recyclable Fashion Brand _Eco Party Meahri The Eco Party Meahri is a brand created by the recycling specializing artist group(Dong-hwan Kim, Jin-seon Yoon, Seon-young Hong, and Su-kyung Chae) with the support by the Beautiful Store and Ssamji Co., Ltd. The company makes outstanding and practical products by recycling used items including used clothing, canvas, construction barriers, sofa leathers, and fruit boxes.

Environmental Mark System The purpose of this system is to promote production of environmental friendly products and to help consumption of products. The Ministry of Environment manages this system, and Eco-Products Institute selects, authorizes, and post-manages the target products. With the recom- mendations of OECD, many countries implement this system. About 4,700 products of Korea have obtained environmental marks. The range of items related to environment marks will be expanded.

Environmental Level Mark System The purpose of this system is to publicize environmental information of products for purchasing support of green consumers. The system is implemented by voluntary participation of companies. Consumers determine whether to purchase products based on the public environmental information.

Gr Mark System The Good Recycling Mark System is implemented under the goal of improvement of recycle-able products.

National Environment Management Awards Good environmental management companies are found and awarded in order to improve the competitiveness of Korea by publicizing and expanding environmental management and by changing the industrial structure of Korea to an environmental friendly industrial structure.

168 UNESCO CITY OF DESIGN SEOUL Packing Systems This system is intended to restrict the usage of disposable products and excessive packing and to implement recycling system. The central government is implementing a variety of systems for restriction on the usage of disposable products, packing by using specific materials, and excessive packing, implementation of the cup refund system, recommendation of refill production, and implementation of the recycling mark system and the recycling system by manufacturers, and the establishment of standards on the packing of foods.

Korea Eco-labelling Association http://www.koeco.or.kr/ This is an organization specialized on the environment friendly products established in order to raise the awareness of environment preservation for the Korean public by producing, distributing, and promoting environment friendly products and to create a sustainable society. This association is located at Bulgwang-dong, Eunpyeong-gu, Seoul. The association is working on diverse projects such as the environmental mark system, the environmental mark system, testing and evaluation of environmental friendly products, international cooperation, designing of environmental friendly products, support to green purchasing, eco-design education, and the commercialization of eco-design software. Major Activities • Establish eco-product standards and build assessment system • Provide information on eco-products and environmental trends • Facilitate production of eco-products • Build environment-friendly consumption system • Construct international cooperation system

Korea National Cleaner Production Center http://www.kncpc.re.kr/ The Korea National Cleaner Production Center is a non-profit organization established by the Ministry of Commerce, Industry and Energy to conduct activities related to cleaner production support, development of sustainable products, and support for eco design. KNCPC conducts diverse projects in relations with X-free technology, Inverse Manufacturing technology, Environmental Friendly Design technology, Closed-loop Clean Production System technology, Energy Conserving Cleaning Process technology, Industrial Waste Recovery within Process technology, Alternatives for Hazardous Raw Material technology, Sustainable Product Development technology, and to achieve zero emission, KNCPC implements various projects in relations with Source Cleaner Production technology, non-ferrous metal recycling technology, industrial carbon gas alternative technology, remanufacturing, and support for remanufacturing industry. Major Activities • Policy planning for sustainable industrial development • Technical development • CP technology transfer and dissemination • Capacity building • International cooperation

Design Seoul Report 169 Design Chronicle of Korea Chronicle

1850-1910: Fast Influx of World Trends and Birth of Design

1911-1945: Loss of Cultural Identity and Birth of Enterprises

1946-1965: Independence and Influence of Western Design

1966-1975: Design as Companion of Economic Development with Broadened Concept

1976-1988: Global Insights through Various International Events

1989-1999: In Search of Design Identity and Nationality

2000-The Present: New Millennium and Korean Design Chronicle

The Chronology of Korean Design is mainly divided into 7 segments. Between 1850-1910, effects of Western industrial revolution and Western culture started to flow in. Between 1911-1945, which were the periods of colonization, it was the time when efforts were exerted to elevate the identity of Korea’s craft arts and design. Between 1946-1965, design sector started to bloom over the nation of poverty and ruins as a result of colonization and war. Between 1966-1975, it was the period when government aggressively became involved with promotion and support in design to improve export. Between 1976-1988, it was the period that demanded the varieties in design to reflect the growth in economy. As a result, the design filed started to separate into various specialized categories and became professionalized to meet the increasing demand and spread its reach throughout society. Between 1989-1999, it was the time when Korean-Style design started to identify its path in the globalization era, based on confidence gained through successful experience of ‘86 Asian Game and the ‘88 Seoul Olympic. Post-2000 design industry of Korea has successfully held the 2000 ICOGRADA—The Millenium Seoul Competition, and in 2001, it held other international events including the ICSID. Through such chronicles, Korea’s design industry’s identity and history can be reviewed and its effects on the nation’s growth can be felt. Today, Korea’s Design is faced with the new turning point.

172 UNESCO CITY OF DESIGN SEOUL 1850-1910: Fast Influx of World Trends and Birth of Design

When Korea first opened its national borders, its future was not very clear. Korea did not know where to go as it was surrounded by different powers of the world and the fast influx of Western culture caused chaos in its society. Photography and printing techniques that were closely related to design were transmitted by missionaries via China and Japan. The year 1883 is very important in Korea’s history of design. Young Hyo Park designed Korea’s official flag, Taegeukgi. Taegeukgi became the leading national icon. Also, Bakmunguk, Korea’s first modern printing facility, was established and the first issue of was published using the first movable types in Korean characters. In 1883, Yong Won Kim, Chul Hwang, and Yoon Young Ji emerged as the pioneer of photography in Korea. “Cheonyeondang Studio” was Korea’s first commercial photography studio that greatly contributed to the development of photography. In 1884, Ok Gyun Kim, a liberalist, led Korea to a revolution. This was when Ujeongguk was established and began issuing stamps and Gwanginsa, the first private publisher, was founded to introduce modern printing equipments, such as stone panel printer, and contribute to the development of editing and publishing in Korea. In 1886, was founded and ‘Sechangyanghaeng’ began advertising its company on its pages. This was the first commercial advertising in Korea. also began using its pages to advertising. In addition, Baeje School and Ehwa School were founded to educate people. At that time, Korea’s product design was first introduced to the world through the World Fair in Paris. However, there were only few products that were not very appealing to the Western people. Various powers confronted one another in the Korean Peninsula, but Japan won over the others. Japan intentionally blocked Korea’s industrial development and ignored our efforts to absorb new ideologies and develop our identity. Nevertheless, National Industrial Training Center was established in 1907 to educate crafting and product design. The Yi Dynasty that had preserved the essence of Korean traditional culture established Yiwangjik Artwork Creation Center in 1908 to discover and support talented craftsmen to continue producing and succeeding crafts and tradition. When Korea fell into Japan’s colonialism, Korea’s industries and culture was weakened by Japan’s National Culture Liquidation Policy. During this time, Korea’s design did not see much development.

Design Seoul Report 173 1911-1945: Loss of Cultural Identity and Birth of Enterprises

Although Korea lost its country and identity to Japan, Yiwangjik Artwork Creation Center and few other craft groups tried hard to succeed and develop tradition. In 1910, Korea and Japan became one and many craftsmen disappeared along with Korean culture and tradition. Fortunately, Suk Jae Lim, Soon Suk Lee, Chang Won Kang, and Hong Taek Han went to Japan and introduced the Western influence in Japan to Korea. They built the foundation of design education in Korea. However, they also brought Japanese design styles to Korea. In spite of Japan’s suppression, Korea used various traditional visual patterns, colors, and styles, such as woman in Hanbok, Turtle Ship, tiger, carrying rack, bamboo, chrysanthemums, willows, and Taegeuk, to expresses wordless resistance. Newspapers, magazines, novels, movie posters, LP jackets, and stamps often used these patterns to enlighten people and express resistance. Various advertising firms, including Hanseong Advertising(1910), Baegyeongsa(1921), and Gaebyoksa(1922), were active as Commercial Art and Design Office. In addition, Donga Ilbo held Advertising Design Competition in 1926 and Commercial Art Exposition in 1938. Korea’s product design won international awards for the first time in 1925. Bong Ryong Kim and Sung Gyoo Jun took Najeon Lacquer Ware to Paris International Fair and won silver and bronze prizes. They greatly contributed to reviving craftsmanship in Korea and uplifted pride of traditional craftsmen. Because Japan still suppressed Korea’s development, Korea did not have good production facilities. There were only few poor factories in pharmaceutical and printing industries and many of these factories were located in personal homes. In 1944, Gyeongseong Technology(today’s Kia Industries) was established and began manufacturing simple equipments such as bicycles. Small independent companies that emerged at that time have grown into leading companies today. Doosan, Kia, Sunkyung, Choheung Bank, Yuhan-Kimberly, and Donghwa Pharmaceuticals were established at that time.

174 UNESCO CITY OF DESIGN SEOUL 1946-1965: Independence and Influence of Western Design

Industrial infrastructure was very week when Korea first achieved independence. However, its design industry quickly developed as Korea promoted economic development. The role of design was important for military supplies during the Korean War. When industrial facilities were rebuilt after the War, design retrieved its original function. The importance of design was stressed as economic development was promoted. Kia Bicycle designed “Samcheonri Series” in 1952 and “Sibal Automobile,” the first assembled automobile, was manufactured in 1955. In 1957, Goldstar(today’s LG) was established to lead Korea’s home appliance market. Also in 1957, N. R. De Hann, a U.S. officer in Korea, established the Korea Craft Research Institute and contributed to the early design movements in Korea. He supported Korean students’ studies in the U.S. Professors Chul Hong Min and Soon Hyung Gwon of Seoul National University and Professor Man Sil Bae of Ehwa Women’s University were the ones educated in the U.S. In 1959, Goldstar began manufacturing A-501 Radio, the first radio in Korea that marked a great development in Korea’s product design industry. Henke, a German designer, provided advice and Hitachi of Japan provided the design model for this radio. Thanks to their support, Korea began exporting this radio in 1962. The Government, companies, and mass media began fostering design to support industrial manufacture. Joil Advertising Creative Award(Chosun Ilbo, 1964) and Joongang Advertising Award(Joongang Ilbo, 1965) were enacted and design was applied to industrial production. In addition, Seoul National University founded Korea Craft Design Technology Research Institute, the first public organization in design. The society constantly demanded professional designers and colleges began offering programs in design. Many well-educated designers began working for banks, department stores, and pharmaceutical companies to make the field of design more specialized and diversified. These designers organized various associations to interact with one another and frequently held individual exhibitions.

Design Seoul Report 175 1966-1975: Design as Companion of Economic Development with Broadened Concept

With the fast growth in industrial production, design was more actively utilized in various fields. Mass production and exportation of consumption goods increasingly demanded distinguished designs. President Jung Hee Park promoted ‘Artistic Exports’ and supported improvement in quality of design. In 1966, the Chamber of Commerce held Korea Commercial Art Exposition and led improvement in quality of design. In 1968, Korea held the first commercial Korea Trade Fair and needed designers to design the exhibition and display. This broadened the roles of designers. Dedicated to the slogan that ‘Export is the Way to Live,’ Korea Craft Design Research Institute became Korea Design Center in 1969 and to Korea Export Design Center. In 1970, it eventually became Korea Packaging Design Center. Design’s role as the supporter of exporters was highly stressed and design education became an important part of education. In 1972, Seoul National University began educating Visual Design, Craft Design, and Industrial Design majors at the Department of Applied Arts and fostering professional designers. Also, Korea Society of Industrial Designers(KSID), the first organization for product designers, was established. As Gyeongbu Highway was completed and enabled daily commutes to any part of Korea, Korea saw a great increase in circulation of goods, changes in industrial structures, and systemization of distribution. Home appliances, such as TV, refrigerators, radios, and LP players, became very popular and widely spread. In 1975, Hyundai’s first cars, ‘Pony’ and ‘Pony Coupe,’ were introduced at the International Motor Fair in Torino and highly recognized for their design. The completion of Seoul Subway Line No. 1 was the viable outcome of Korea’s growth and gave confidence to the people. Professional advertising firms were established to advertise multinational products, such as Coca Cola, and design was applied to various new fields, such as TV broadcasting, subway advertising, and apartment construction. Korea needed designers to work for displays, interior design, and super graphics.

176 UNESCO CITY OF DESIGN SEOUL 1976-1988: Global Insights through Various International Events

The Korean society continued on with fast growth through the 1970s and technological innovation and scientific development brought material abundance to its people. The field of design was more diversified, specialized, and expanded to meet various social needs. In 1976, monthly was founded and greatly contributed to sharing information in design and to the popularization of design. In 1976, Hyundai Motors began selling ‘Pony’ in domesy was established to support academic development of design. The concept of identity design was introduced through OB Bear’s CI development and Young Je Cho’s “DECOMAS” in 1976. Many leading companies began focusing on managing their images using identity design. This was when Ssangyong Group and Colon Group introduced their distinguished CI design. Korea Image Fair, initiated by Myung Gwang Gwon in 1979, suggested a breakthrough to Korea’s lack of innovative visual elements. Graphic Korea(1980), Korean Beauty Posters(1981), and Korean Faces(1982) continued the attempts to stimulate innovation in the field of design. Remarkable events of this time were the 86 Asian Games and the 88 Seoul Olympics. Many designers worked for symbol marks, emblems, mascots, logo types, pictograms, posters, uniform design, installations, and environmental design. At that time, environmental design was highly emphasized and separated as an independent field of design. The Government actively invested in fostering the potential creativity and possibilities of Korea. Various advertising designs and posters were produced for the Olympics cultural events. The neat and crisp visuals improved both the capacity of designers and the design awareness of the general public. The field of design was greatly motivated to grow through these international events. In 1983, Goldstar Design Research Institute was established and held its first product design subscription. Korean designers began working in global settings and were widely recognized through international fairs and competitions. In addition, famous designers in the world were invited to Korea for productive discussions and exhibitions.

Design Seoul Report 177 1989-1999: In Search of Design Identity and Nationality

Continuing its growth in the 1980s, Korea’s design sector advanced into the world. Greeting the age of informatization, office appliances became popular and information sharing through visual media saw both quantitative and qualitative growth. The world was opening its eyes to environmental beautification and preservation, and the era of green design began. Korean products with both functionality and beautiful design were presented to compete with the flood of imported products in the market. At the same time, Korea attempted to succeed and develop its traditional culture, including Hangul. “Beautiful Hangul: 600 Years of Writing” was held to promote development of unique fonts. The Government established 5-Year Industrial Design Development Plan and used the Industrial Packaging Design Development Center to support small/medium companies in terms of design. In 1989, Goldstar sponsored International Design Subscription, and European Design Center was established for globalization. In 1992, Korea Association of Industrial Designers(KAID) held the 1992 Korea Industrial Design Forum. The opening of Hansem Seoul Design Museum in 1994, Daewoo Electronics’ declaration of “Tankism” in 1994, and Hyundai Motors’ Korea Automotive Design Subscription in 1995 led the development of product design in Korea. In 1993, Korea held Daejeon EXPO and the Ministry of Commerce, Industry, and Energy enacted ‘Design Day.’ Daejeon Expo was another global event after the Asian Games and the Olympics. Korea’s broadcasting stations understood the importance of design and programmed special documentaries on “Why Design(MBC)” and “Design is the key to success!(KBS)” at the beginning of 1994 to attract the general public to the world of design. Highly inspired designers reestablished Korea Society of Design, integrated KSVD(Korea Society of Visual Design) and KOGDA (Korea Graphic Designers Association), and established Korea Visual Information Design Association. Design extended its scopes to movies and media. At that time, The Fox with Nine Tails introduced computer graphic effect to the film industry. Also, a designer directed ‘Blue In You’ and a cartoonist produced ‘Blue Seagull’ to combine design and media. Computers became popular and replaced manual operations with computerized operations. Chosun Ilbo and Joongang Ilbo’s CTS newspapers accelerated computerized printing system and Joongang Ilbo’s horizontal orientation introduced the concept of editorial design to newspaper publication.

178 UNESCO CITY OF DESIGN SEOUL 2000-The Present: New Millennium and Korean Design

The economic crisis that brought Korea under the IMF oversight also had serious impact in the design sector. Countless corporations went bankrupt and advertising companies as well as design specializing companies were no exception. It was a period in which all industries, including design, needed to reorganize and improve their competitiveness in both the domestic and international market to recover and build stable growth foundation. Fortunately, the IT industry became the new growth engine of Korea as the nation entered into the New Millennium. Both the government and the private sector placed vast efforts to acquire the leading position in the IT sector and as a result, Korea was able to develop diverse line of items with global competitive edge. Particularly, the change brought on by the IT innovation demanded a new design paradigm. In recognizing such change in trend, the design sector is redirecting its energy and resource to computer graphics application designs such as the web design, multimedia design, animation, and character design. The design industry of Korea has successfully held various international design related events including the Icograda Millennium Seoul in 2000 and the Icsid Assembly in 2001. Through such events, Korea was able to rediscover the nation’s design identity and history as well as experience the proliferated capabilities of the nation. Korea has successfully hosted the 2002 Word Cup Games and together with being designated as the 2010 World Design Capital, the country also held the 2008 Seoul Design Olympiad and large scale international conferences. The designation of Seoul as the World Design Capital will be marked as an important turning point for the advancement of Korea’s design in both domestic and international stage. The Seoul Metropolitan Government has established a highly specialized organization directly under the mayor’s office. The Seoul Design Headquarters headed by vice mayor level chief director was established in 2007. It was the city’s initiative to transform from viewing design as a simple shape or functionality and integrate to comprehensively apply design to all of the administrative affairs of the city. Now, Seoul will advance to become one of the world’s leading design cities through epoch-making transformation of its industrial and public design policies and through revamping of the city’s urban design.

Design Seoul Report 179 This proposal utilized Seoul typefaces and Seoul colors for graphics, hanji (traditional Korean paper) and environmentally friendly Korean made paper(Hansol Encore 130g) were used for printing. Published by Oh Se-hoon _Mayor of Seoul Metropolitan City Supervision Seoul Metropolitan City _Seoul Design Headquarters Planning Kyung-won Chung _Superintendent, Seoul Design Headquarters(Vice Mayor) Gyoung-gee Liu _Deputy Superintendent, Seoul Design Headquarters Goon-seon Hong _Director, Design Planning Division Hong-yeon Choi _Director, Design Seoul Division Seong-kyun Choi _General Manager, Design Seoul Division Soon-in Lee _President, Seoul Design Center Copywriter Sang-hoon Park Art director Gil-hyung Lee Design Se-yeon Park | Min-hee Song | Seok-jin Lee Translation Alex Kang Advisory Board Korean National Commission for UNESCO

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