The Seoul International Garden Expo has been underway since May 1 at Seoul Forest in Seongdong District, attracting visitors to the newly created 'K-Construction Zone' where construction companies showcase their brand gardens. This marks a shift in construction marketing from traditional model homes to gardens, popups, and lifestyle spaces.
Upon entering the grassy area of Seoul Forest on May 13, visitors were greeted by a red gate, a circular garden, and lush green pathways. Many strolled through the space, capturing photos, particularly among visitors in their 20s and 30s. The 'K-Construction Zone' featured participation from GS Construction, IPARK Hyundai Industrial Development, Gyeryong Construction, Daewoo Construction, and Hoban Construction.
Gyeryong Construction drew attention with its red gate and stone wall garden, while Daewoo Construction presented a 'Silo' garden centered around a circular structure. IPARK Hyundai Industrial Development showcased landscaping with hydrangeas and a sign reading, "Imagine Before You Build," along with seating and lounge areas for visitors to relax. This strategy aims to expand the construction brand's reach by transforming simple promotional efforts into 'experiential content' for younger consumers.
Notably, GS Construction's corporate garden 'Garden Xi' stood out. Inspired by the Jeju Gotjawal forest, GS Construction preserved as many existing trees as possible while densely planting elm and fern species to create a sense of depth in the forest. The company installed a 'UFB Cooling Mist System' that sprays fine mist in shaded areas, allowing visitors to experience a refreshing atmosphere reminiscent of a deep forest.
Staff members were present to curate the space and provide merchandise. Visitors commented, "While walking in Seoul Forest, it doesn't feel like a construction company space," and "There are many photo spots, and the atmosphere is trendy." Families with strollers and visitors of various ages 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," adding, "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 ends, the space will be donated to the city of Seoul, ensuring continued public access even after the popup concludes.
About a 15-minute walk from Seoul Forest, another experiential space called 'House Xi' is operating in Seongsu-dong. GS Construction has rebranded a space previously used as a promotional center for the Seongsu Strategic Redevelopment Zone 1 to create a popup store.
The interior of the popup differs from typical apartment promotional centers. Open from 10 a.m. to 6 p.m., the space accommodates about 20 to 30 visitors every 30 minutes. Many visitors arrived after hearing about it through word of mouth.
Upon entering, visitors first encounter the 'Diorama Zone,' where they can closely examine a large model of 'Rivenique Xi,' set to be sold in 2031. The subsequent 'Amenity Zone' is designed like a small cinema, while the 'Unit Zone' replicates part of a living room, allowing visitors to indirectly experience views of the Han River from a height of up to 64 floors. 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 music from Xi, and the lighting and diffuser create an engaging atmosphere. 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 senior member of the brand strategy team at GS Construction, expressed, "We hope this becomes an opportunity for people to experience life at Xi in advance," adding, "We aim to expand the concept of home from a product to an experiential domain."
She continued, "Unlike the past, where promotional centers felt like a relic of previous generations, construction companies now want to operate popup stores with content that younger generations want to share on social media. As a result, we are seeing a significant number of visitors in their 20s and 30s eager to experience the Xi brand."
A visitor in their 30s remarked, "This is my first time at a construction company popup, and it's much more stylish than I expected, with plenty of photo spots for Instagram. It felt like experiencing future living rather than just a simple promotional effort."
* This article has been translated by AI.
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