A leading luxury retailer, establishing itself in new categories and capable of delivering exceptional lifestyle experiences, owned a large plot of land with three sites. While two of the three were already fulfilled, the third – a parking lot – was a blank slate. The client had a sense of what they could develop here, based on planning permission, but to succeed they needed a partner who could help clarify and recommend the best proposition for long-term brand and commercial return.
With visions of a high-end lifestyle solution and of changing the culture of luxury in Korea, did the answer lie in offices, retail, F&B, residences, art, science… or something else entirely? In defining the brief we posed – and answered – a bigger question: what could the future of luxury look like, and how could it come to life across the three sites?