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Time Square Project

Development Type: Mixed-use Development

Type Of Developer: Public Sector

Start Year: 2006

Address: 441-10 4-ga, Yeongdeungpo-dong, Yeongdeungpo-gu, Seoul


Contributor: audex


Location Description
It is connected through Yeongdeungpo Station and underground shopping malls, so it has great accessibility and complexity, and thus has a large floating population. The adjacent Yangpyeong-ro has a large floating population due to the development of existing commercial districts. Semi-industrial areas and general commercial areas coexist in combination, and it is a special plan area among the Yeongdeungpo Suburban District Unit Planning Area, with about 8 million people concentrating, which has tremendous potential value as a place where the past and present coexist.

Case Report


Times Square, located in Yeongdeungpo, is a complex entertainment space that has been recreated by department stores, malls, cinemas, hotels, bookstores, marts and rental offices following Kyungbang's request to develop new factory sites. The project wanted to create a shopping complex that creates a pleasant lifestyle, not just a commercial space for shopping. This spirit is represented by the concept of UELC(Urban Entertainment Lifestyle Center) and refers to a new urban entertainment cultural space that combines commerce, work, culture and leisure. In other words, consuming trends and culture means that the facility's brand itself acts as a customer's way of life. This concept of shopping as a lifestyle is key to penetrating the project, contributing to various experiences and events through a number of central areas and multilayered circulation structures, as well as a relaxed shopping mall atmosphere through a wide store configuration and rest area. Times Square, operated by a rental system, connects with the existing Yeongdeungpo area and creates another city to revitalize the underdeveloped Yeongdeungpo area, which proposes a new model of Korea's public space in the 21st century when consumption becomes commonplace.

Development Info.

Development Scale: District

Total Development Cost: 22,788,560won/m^2

Total Land Area: 44291(m^2)

Total Development Area: 26329(m^2)

Area Type: Other

Start Date: 2006/06/15

Opening Date: 2009/06/30

Planning Approval: Commercial Band, 2007

Lead Developer: Son, In-Seoug / Executive Vice President & Nah, Keei-Deok / Senior Vice President

Consultants: Need Help


Economic Context

Not Available

Social Context

Gyeongbang, which started with Gyeongseong Textile in 1919, is the No. 1 domestic stock-listed company and has enjoyed its heyday as a textile industry. Following the trend of the times, Kyungbang proceeded with the distribution industry, and after its main textile industry, it pursued an idea that could be called a "second start-up." In 2000, a master plan was established to review the complex shopping business, and in order to maximize the value of Yeongdeungpo factory site, Gyeongbangpil Department Store was built on the basis of remodeling.

Environmental Context

Not Available

Historical Context

The site, where the Gyeongseong textile factory was located, was a semi-industrial area and a project to build complex commercial facilities was carried out in 2002 through district unit planning, and some of them were changed to commercial areas and hotels were built. Located along the railroad to Yeongdeungpo Station, which was opened in 1900, various kinds of factories were located along the railroad tracks. In 1936, when the Gyeongseong City Plan incorporated the area into an industrial area and the land compartment project was carried out, commercial areas and residential areas were established around the factory. As Seoul rapidly expanded in the 1960s, Yeongdeungpo took on the role of the city center. The Seoul Metropolitan Area Development Plan, announced in the late 1990s, was to create regional hubs by combining station and old station surroundings, including Yeongdeungpo, Cheongnyangni and Wangsimni. At that time, the Time Square site around Yeongdeungpo Station was developed for complex commercial use to create synergy effects with existing Shinsegae Department Store and Kyungbangpil Department Store.

The Plan

Pre-planning Efforts

Various opinions were collected through cooperation with MD agencies and overseas designers to reflect the intentions of Gyeongbang as much as possible.

Vision Statement

Strategies to reflect the needs of the times : the introduction of a new concept of a large complex commercial facility called 'UELC(Urban Entertain Lifestyle Center)' (source : AURUM -

Goals and Objectives

Time Square' is a large complex and is planned as a role model for urban regeneration projects. The project aims to revitalize existing Gyeongbangpil department stores around Yeongdeungpo Station and to revitalize the city's surroundings based on the Yeongdeungpo Station and the surrounding road network. (source : AURUM -

Issues and Problems

How can a department store located in front of the facility show its presence while harmonizing with the image of the entire sales facility? How can a hotel in the upper part of the mall reveal its symbolism for the entire facility? How can meet the maximum floor area ratio of mass determined by the local district boundary? How can work facilities be harmonized with the image of the entire facility while meeting homogeneous and reasonable functions?

Benchmark Projects

Tokyo's Roppongi Hills, which has redeveloped Asahi TV headquarters as a commercial, business, residential and cultural complex over 17 years.

Public Engagement Strategy

Listening to the opinions of the district council Listening to the opinions of the city council

Financing Strategy


Existing Community and Residents


Phasing Strategy


The Master Plan

Urban Design 'Node+Loop' type for UED(Urban Entertainment Center) Natural customer circulation, program persistence, store efficiency maximization, easy maintenance, theme flexibility Plan Focus - Select mall type suitable for theme and site type. - Store size to efficiently respond to MD strategies - The utility of the main event spaces inside and outside. - Attracting anchor tenants leads to a rise in small and medium stores. - Public Walkway Plan contributing to publicness and business feasibility. Land use plan Site split required - commercial site secured for hotel attraction by business strategy. Demand for site division for sale of efficiency apartment. Deploy important facilities in each corner in an active response to the disadvantages of triangular land; Empty land at the entrance of east, west, south, north -> Connect east-west to mall, south-north to public walkways Layout Plan Alternative Analysis Elements - Introduction of anchors to overcome urban street aesthetics, balance of overall planning, independence of each unit, collision between masses, accessibility and cognition, triangular land shortcomings. Circulation Plan Vehicle Circulation - Total circulation seperation of customer vehicle and service vehicle. One-way system. Separation of parking lanes by major facilities and securing drop-off space. Pedestrian Circulation Yeongdeungpo Station~Yeongdeungpo Market -> Key Walk Axis in Yeongdeungpo Business Area Munrae Station~Yangpyeong-ro -> New Commercial Axis Pedestrian Priority Road -> Commercial axis linked to Gyeongin-ro Public walkways -> Natural pedestrian guidance to project sites;

Land Uses and Programs

B5~B3 - Parking lot Parking lot, mechanical room, electrical room, warehouse. B2 - Shopping mall Warehouse, parking lot, staff room, service facility, rental store, net store, air conditioning room, electric room, freezer, sunken garden 1F - Shopping mall Square, yard, garden, lobby, retail, efficiency apartment, restaurant, department store, cafe, public walkway 2F~4F - Shopping Mall efficiency apartment, air conditioning room, retail, restaurant, department store, open space 5F - Office, Efficiency Apartment, Hotel, Department Store efficiency apartment, department store, cooling tower, event garden, sky garden, air conditioning room, office deck, office, warehouse, multiplex cinema 6F~10F - Office, Efficiency Apartment, Hotel, Department Store 11F~13F - Office, Efficiency Apartment, Hotel efficiency apartment, rental offices, hotel rooms

Timeline or Milestones

2002.10 ~ 2002.11 Business Plan & Program & Rental Agreement 2002.12 ~ 2003.03 Collaborative Design Planning Design 2002.12 ~ 2003.09 Plan Design Consultation & Complementation 2003.04 ~ 2004.02 District Unit Plan 2003.10 ~ 2003.11 Concept Design 2003.10 ~ 2004.01 Traffic Impact Assessment 2003.10 ~ 2004.03 Basic Design 2004.04 ~ 2004.05 Reception of Deliberation 2004.07 ~ 2004.08 Permission Receipt

Current Status

2009.06.30 Project Completed 2009.09.16 Official Open

Lessons Learned

What is the most important take away from this case?

Although it has been titled the center of a new lifestyle, it seems that there is a limit to feeling a natural lifestyle due to its somewhat complexity and lack of intuition in circulation.

Why is this case relevant today and for whom?

The concept of not just consuming goods, but also consuming trends and culture itself, which would provide a new lifestyle, was appropriate to the paradigm of new consumption in the 21st century, attracting many nearby users and cultures.

Which strategy was proved to be successful?

The attempt to harmonize various facilities in one place to recreate the underdeveloped Yeongdeungpo area as a new complex cultural space was successful, especially in the strategy to maximize availability, accessibility and general purpose by interacting with nearby underground shopping malls or other nearby facilities.

In your opinion, what could have improved this project?

If the connection of various cultural facilities was more intuitive and less complicated, users would have been more satisfied, and that simple&powerful appearance would have strengthened the owner's intended landmark image.

Any other comments?

It is thought to be a powerful project that can revitalize the function of the city, and it would be good if such a convergent attempt was applied to various cultural areas in the city, not just to complex cultural facilities.


OFFLINE Resources and References

손인석 ; 나기덕. (2010). [프로젝트 리포트] 타임스퀘어 건립공사 / Time Square Project. 대한건축학회.


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Contributor audex


AUDEX is an acknowledgement that we need to start building on our own knowledge and experiences that applies to Asian cities and, perhaps, we can steer the global urbanization in the right direction. We believe in a collective intelligence. Powered by the internet and the network of professionals and experts in Asia, we propose to start by making sharing your experience and knowledge easier.