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Shinsegae Namsan
Shinsegae Namsan
Seoul, South Korea
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Other Projects by Robert A.M. Stern Architects (RAMSA)
Shinsegae Namsan
Seoul, South Korea
Type
STATUS
Built
YEAR
2023
SIZE
100,000 sqft - 300,000 sqft
Robert A.M. Stern Architects (RAMSA), in collaboration with Haeahn Architecture, has completed its first project in South Korea: a 7-story facility for leading national retailer Shinsegae in the heart of Seoul. Accommodating a unique dual-purpose program, Shinsegae Namsan is designed as both a corporate training facility for countrywide Shinsegae staff and a cultural amenity for Seoul.
Located at the western edge of Jangchungdan-ro with views of Namsan Mountain, the 200,000-square-foot building houses educational, training, and conference spaces, along with offices. A publicly accessible ground floor houses a flexible multipurpose venue for concerts, performances, lectures, and other cultural events.
Composed of a series of sweeping curves,
Shinsegae Namsan’s architecture deftly manages its
public-private program and graded site, while prioritizing natural light and views. At the ground
level, Shinsegae Namsan forms a strong street wall along an adjacent road. As it backs away,
curving geometries orient towards sun exposures and frame southwestern panoramas of the city
from both interior spaces and outdoor terraced gardens.
Shinsegae Namsan’s massing—both contemporary in character and organized with traditional
principles—was informed by the existing neighbourhood context. Facing Jangchungdan-ro, a
rusticated limestone facade defines a central pavilion, enclosing a grand three-story atrium where
multiple entrances converge. Above, curving setbacks reduce the building’s visual scale, with its
tallest portions located at the site’s rear. Such setbacks create natural opportunities for expansive
outdoor terraces, including an impressive rooftop garden with a RAMSA-designed landscape on
the building’s fifth level.
A monolithic textured brick façade, set above the rusticated limestone base, is among the
building's most striking features, composed of a continuous pattern of recessed brick, punctuated
by portions of brick “screens” set in front of glass windows. The building’s crown, a decorative
brick-screen penthouse, creates a lantern-like presence on the skyline. Open and recessed brick
patterns subtly distinguish Shinsegae Namsan’s various elevations.
All bricks are hand-moulded to reflect craftsmanship and a sense of history, allowing the building to harmonize with the neighborhood, while introducing a contemporary appearance. This brick façade exemplifies RAMSA’s expertise in the design and construction of complex masonry facades, honed over decades of studying architectural precedent in New York and beyond.
Shinsegae Namsan’s ground floor, horseshoe-shaped atrium is flanked by two public retail
spaces. The multipurpose venue, Trinity Hall, was designed with leading acousticians Nagata.
The 471-seat venue is equipped to a range of cultural events, including lectures, concerts,
recitals, and films. A fully transformable gala seating system accommodates events of different
types. When needed, seats recess into a cavity below the floor to create a flat surface suited for
events such as fashion shows, galas, and other gatherings.
Interior design was led by Pierre Yves Rochon.
Located at the western edge of Jangchungdan-ro with views of Namsan Mountain, the 200,000-square-foot building houses educational, training, and conference spaces, along with offices. A publicly accessible ground floor houses a flexible multipurpose venue for concerts, performances, lectures, and other cultural events.
Composed of a series of sweeping curves,
Shinsegae Namsan’s architecture deftly manages its
public-private program and graded site, while prioritizing natural light and views. At the ground
level, Shinsegae Namsan forms a strong street wall along an adjacent road. As it backs away,
curving geometries orient towards sun exposures and frame southwestern panoramas of the city
from both interior spaces and outdoor terraced gardens.
Shinsegae Namsan’s massing—both contemporary in character and organized with traditional
principles—was informed by the existing neighbourhood context. Facing Jangchungdan-ro, a
rusticated limestone facade defines a central pavilion, enclosing a grand three-story atrium where
multiple entrances converge. Above, curving setbacks reduce the building’s visual scale, with its
tallest portions located at the site’s rear. Such setbacks create natural opportunities for expansive
outdoor terraces, including an impressive rooftop garden with a RAMSA-designed landscape on
the building’s fifth level.
A monolithic textured brick façade, set above the rusticated limestone base, is among the
building's most striking features, composed of a continuous pattern of recessed brick, punctuated
by portions of brick “screens” set in front of glass windows. The building’s crown, a decorative
brick-screen penthouse, creates a lantern-like presence on the skyline. Open and recessed brick
patterns subtly distinguish Shinsegae Namsan’s various elevations.
All bricks are hand-moulded to reflect craftsmanship and a sense of history, allowing the building to harmonize with the neighborhood, while introducing a contemporary appearance. This brick façade exemplifies RAMSA’s expertise in the design and construction of complex masonry facades, honed over decades of studying architectural precedent in New York and beyond.
Shinsegae Namsan’s ground floor, horseshoe-shaped atrium is flanked by two public retail
spaces. The multipurpose venue, Trinity Hall, was designed with leading acousticians Nagata.
The 471-seat venue is equipped to a range of cultural events, including lectures, concerts,
recitals, and films. A fully transformable gala seating system accommodates events of different
types. When needed, seats recess into a cavity below the floor to create a flat surface suited for
events such as fashion shows, galas, and other gatherings.
Interior design was led by Pierre Yves Rochon.
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