Hotel in Seoul, Korea

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VSBA was retained to design a new hotel at the edge of a bustling entertainment and commercial neighborhood in Seoul, Korea. The mixed-use project places the hotel lobby and amenities above two levels of retail space and below-grade parking.

We worked with a local associated architect and client representatives to devise several options, from which two main schemes were selected for greater development.  In both, our overarching goals include:

  • sensitively responding to the site’s different contexts, scales, and activities — and enhancing the retail environment within the district
  • providing an inviting arrival sequence for guests, from motor lobby to reception desk to individual rooms
  • creating facades that are lively and friendly — and using animated LED graphic elements at a range of scales to engage pedestrians and the whole city
  • developing efficient plans for room floors while maximizing the number of guest rooms with desirable views
  • using site development incentives to maximize floor area ratio while animating pedestrian levels
  • creating a public plaza in front of the hotel to engage pedestrians and offer a sense of arrival for guests
  • organizing circulation patterns to create valuable interactions between hotel activities and retail activities
  • creating a pedestrian gateway and passage from the main road to the entertainment district
  • maintaining secure separation between parking, lobby, retail, restaurant, and other public or semi-public spaces and the room floors.
VSBA, LLC in association with Steven Song Design Lab; renderings by REX Space

Seoul, Korea

20 stories







Dan McCoubrey (principal-in-charge); Seth Cohen (project manager)