Seoul‘s Coex convention center, a titan of trade and innovation, is poised for a dramatic transformation. Heatherwick Studio has emerged victorious in a competition to reimagine the building’s purpose and, crucially, its face, promising to inject a vibrant, dynamic spirit into what has long been a rather monolithic presence. In collaboration with the Korea International Trade Association (KITA), the studio’s vision aims to redefine Coex as a true cultural destination, reflective of Seoul’s ever-evolving energy.
Currently, Coex stretches a formidable 350 meters, its glass facade a testament to functional efficiency but lacking in the compelling narrative one expects from a pivotal hub of its stature. Heatherwick Studio’s winning design, however, proposes a radical departure, embracing the concept of a “Cabinet of Curiosities.” This intriguing metaphor translates into a series of modular “boxes,” stacked and arranged along the building’s exterior, each offering a distinct, ever-changing space for exhibitions, public engagement, and conference functions.
Imagine a facade that is not just a barrier, but a dynamic, interactive display. The goal is to break free from the fortress-like rigidity of the current structure, creating an open, engaging, and utterly unmissable landmark. Stuart Wood, Executive Partner and Group Leader at Heatherwick Studio, captures the essence of this ambition: “Ironically for places that bring people together, most convention centres feel imposing and uninviting and are often devoid of public activity. Our design will radically reinvent Coex to become a new cultural destination for the city of Seoul that attracts both locals and visitors alike.”
This “display case” design, as Wood describes it, promises endless potential for curating art, performance, dining, entertainment, and even nature, reflecting Seoul’s vibrant creative power. The aim is to make Coex an irresistible destination, a place that remains culturally relevant and dynamic even when major events are not taking place.
The revitalization extends beyond mere aesthetics. The ground floor will be transformed into a welcoming public space, designed to seamlessly integrate with the adjacent park. This reimagined public realm will offer a diverse mix of activities, inviting both visitors and locals to linger and explore, effectively extending the green space of Gangnam.
At the upper levels, new indoor and outdoor spaces will support official events while also providing public access to a sky garden and viewing deck. These elevated spaces will offer breathtaking panoramic views of Seoul and the Han River, ensuring that the Coex experience remains compelling regardless of the event schedule.
Sustainability is at the heart of Heatherwick Studio’s proposal. The project prioritizes maximizing material reuse, enhancing energy efficiency, improving indoor and outdoor environmental comfort, and fostering overall well-being for visitors and occupants. This commitment ensures that Coex will not only meet but exceed future environmental standards.
With a projected completion date of 2029, this project joins Heatherwick Studio‘s growing portfolio in South Korea, which includes the reimagination of Nodeul Island and a new vision for Hanwha Galleria. The transformation of Coex promises to be a significant milestone, not just for the studio, but for Seoul itself, marking a new era for one of the city’s most prominent landmarks. This “Cabinet of Curiosities” is set to become a vibrant, dynamic, and truly engaging piece of Seoul’s urban fabric.