The Seoul International Garden Expo is currently underway at Seoul Forest in Seongdong-gu, where construction companies are showcasing their brand gardens in the newly established 'K-Construction Zone.' This marks a shift in construction marketing from traditional model homes to gardens, pop-ups, and lifestyle spaces.
Upon entering the grassy area of Seoul Forest, visitors are greeted by a red gate, a circular garden, and lush green pathways. Families with strollers strolled through the space, while many young visitors in their 20s and 30s took photos.
The 'K-Construction Zone' features contributions from GS Construction, IPARK Hyundai Industrial Development, Gyeryong Construction, Daewoo Construction, and Hoban Construction. Gyeryong Construction attracted attention with its red gate and stone wall garden, while Daewoo Construction presented a 'Silo' garden centered around a circular structure. HDC Hyundai Industrial Development showcased landscaping with hydrangeas and a sign reading, "Imagine Before You Build" hanging from existing trees.
Seating and lounge areas were set up throughout the zone, allowing visitors to relax naturally. This strategy aims to expand construction brands beyond simple sales promotions into 'experiential content' to connect with younger consumers.
Among the displays, GS Construction's corporate garden 'Garden Xi' stood out. Inspired by Jeju's Gotjawal forest, GS Construction created the 'Elysian Forest' by preserving existing trees in Seoul Forest and densely planting oak and fern species to enhance the forest's depth. A 'UFB Cooling Mist System' was installed in shaded areas, providing a refreshing experience akin to being in a real forest.
Staff members were present to curate the space and offer merchandise. Visitors commented, "I stumbled upon this while walking in Seoul Forest, and it doesn't feel like a construction company space," and, "There are many photo spots, and the atmosphere is trendy." Families with strollers and couples in their 20s and 30s filled the area.
Ryu Hye-bin, head of the new product strategy team at GS Construction, stated, "We designed this space so that visitors to Seoul Forest can naturally encounter the Xi brand. We focused on creating a space where people can linger without disrupting the existing grassy area."
According to GS Construction, approximately 86,000 visitors have visited 'Elysian Forest' from May 1 to 12. After the garden's operation concludes, the space will be donated to the city of Seoul, ensuring that citizens can continue to use it even after the pop-up ends.
About a 15-minute walk from Seoul Forest, another 'Xi experience space' is operating in Seongsu-dong. GS Construction has rebranded a space previously used as a promotional center for members of the Seongsu Strategic Redevelopment Zone into a 'House Xi' pop-up store.
The interior of the pop-up differs from typical apartment promotional centers. Open from 10 a.m., the space accommodates about 20 to 30 visitors per session, with most pre-reservations already filled. Many visitors arrived after hearing word-of-mouth about the event.
Upon entering, visitors first encounter a large model of 'Rivenique Xi,' which is set to be launched in 2031, in the 'Diorama Zone.' The following 'Amenity Zone' is designed like a small movie theater, while the 'Unit Zone' allows visitors to indirectly experience views of the Han River from a height of up to 64 stories. The technology used to create a panoramic view through an open window structure is currently under patent application.
Throughout the space, elements that stimulate the senses are incorporated. The interior features curated Xi sound music, and the lighting and diffuser arrangements catch the eye. Collaborative content with Kyobo Bookstore and CGV, as well as high-end community services such as a sky lounge wine bar party, kids' zone, and non-face-to-face medical services from Cha Hospital, are also introduced.
Jung Yu-jin, a former member of the GS Construction brand strategy team, expressed, "We hope this space allows people to experience life at Xi in advance. We aim to expand the concept of home from a product to an experiential domain."
She added, "Past construction company events felt like they belonged to the previous generation, but now, content that young people want to share on social media has become important. We are seeing many visitors in their 20s and 30s who want to experience Xi, in addition to those in their 40s to 60s with actual purchasing power."
A visitor in their 30s remarked, "This is my first time at a construction company pop-up, and it's much more sensory than I expected, with plenty of photo spots for Instagram. It felt like a preview of future living rather than just a sales promotion."
* This article has been translated by AI.
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