The Seoul International Garden Expo has been underway since June 1 at Seoul Forest in Seongdong-gu, where construction companies are showcasing their brand gardens in a designated area known as the 'K-Construction Zone.' This marks a shift in construction marketing from traditional model homes to gardens, popups, and lifestyle spaces that attract visitors.
Upon entering the grassy area of Seoul Forest on June 13, visitors were greeted by a red gate, a circular garden, and lush green pathways. Many strolled through the space, with groups of visitors in their 20s and 30s taking photos. The 'K-Construction Zone' featured contributions from GS Construction, IPARK Hyundai Industrial Development, Gyeryong Construction, Daewoo Construction, and Hoban Construction.
Gyeryong Construction caught 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 a landscape design featuring hydrangeas and a sign that read, "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 it into 'experiential content' rather than mere promotional material.
Among the exhibits, GS Construction's corporate garden 'Garden Xi' stood out. Inspired by the Jeju Gotjawal forest, GS Construction created the 'Elysian Forest' while preserving as many existing trees as possible. They densely planted oak and fern species to evoke a sense of depth in the forest. A 'UFB Cooling Mist System' was installed to spray fine mist in shaded areas, providing a refreshing experience reminiscent of being deep in a forest.
Staff members were present to curate the space and provide merchandise. Visitors commented, "While walking in Seoul Forest, I didn't feel like I was in a construction company's 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 the 'Elysian Forest' from June 1 to June 12. After the garden's operation ends, the space will be donated to the city of Seoul, ensuring that citizens can continue to enjoy it 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 that previously served as a promotional center for members of the Seongsu Strategic Redevelopment Zone into 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 half hour. Many attendees came 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 the 'Rivenique Xi' project, scheduled for sale in 2031. The following 'Amenity Zone' is designed like a small cinema, while the 'Unit Zone' allows visitors to indirectly experience views of the Han River from a unit that rises 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 music from Xi, and the lighting and diffusers create an engaging atmosphere. Collaborative content with Kyobo Bookstore and CGV, as well as high-end community services like a sky lounge wine bar party, a kids' zone, and non-face-to-face medical services from Cha Hospital, are also highlighted.
Jung Yu-jin, a former 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 a home beyond just a product to an experiential realm."
She continued, "Unlike the perception that promotional centers were exclusive to previous generations, construction companies are now operating popup stores with content that younger generations want to share on social media. As a result, we are seeing many 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 less like simple promotional material and more like a preview of future living."
* This article has been translated by AI.
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