Korean traditional markets used to mean something more than just a place to sell and buy things. They were more of a cultural complex hubs where people enjoyed lifestyle and entertainments.

However, according to the 'Korean Statistical Information Service,' about 209 traditional markets across the country disappeared between 2006 and 2020. And even 'Gyeongdong' market in Seoul, opened in 1960, couldn't avoid the downward spiral due to reduced visitors and trades.

Gyeongdong market used to have 'Gyeongdong theater' that actively screened thousands of movies for about 30 years(until 1994). People used to visit the market not just to buy, but to enjoy entertainments with lovers, friends, and family. Thus,

by converting a closed Gyeondong theater into a special, trendy space, we seeked to reinvigorate Gyeongdong traditional marketplace.

In order to attract attention, it was neccesary to have special meaning and story rather than just converting a closed theater. Thus we created a concept of 'repair center' using the name of Goldstar(LG's old name that was used until 1994) as retro concept.

Korea used to have electric repair centers in villages that repaired broken electronics, but also showcased TVs, which people watched movies, sport events, and entertainments from(not many people had TVs at home in the past). Thus, by bringing the old repair store concept to our modern days, we seeked to include both past & future features, creating a touching and special experience where people can reminiscent(rewind) past and imagine(move forward) future for better life. We combined Goldstar retro products and modern LG technologies, offering interactive contents that could repair one's past, present, and future worries.

We targeted 20-40 generations(Millenials and Gen Z),who are digital friendly and sensitive to new trends(visiting hot spots), in order to bring younger generations into Gyeongdong market. Furthermore, we also targeted the older generations, the main residents who visit the market, in order to create a new trend in the market.

Our main strategy was to create an unique space where the younger and the older generations both could find themselves touching and exited. Therefore, we collaborated the heritage of LG brand and Gyeongdong market, creating a 'retro' concept.

Even though LG electronics is a manufaturer that sells home appliances, in this project we composed a space that doesn't sell any LG products. Instead, we offered interactive contents that could let people find themselves excited, and feel the value that LG is creating ("Innovation for Better Life").

'Goldstar Repair Center - Rewind & Forward' (Dec 16th 2022)

Our space opened as a cultue & entertainment complex where people can easily visit without any payment. It took place where the closed Gyeongdong theater was, and has been reconstructed and reopened as 'Goldstar Repair Center - Rewind & Forward' at Dec 16th, 2022. The location is at the center of Gyeondong market, which is the most crowded place in the area.

We collaborated the heritage of LG brand and Gyeongdong market by designing the space with old Korean interior(70s~80s) and LG's old brand 'Goldstar' home appliances, creating a retro concept. We also combined modern LG technologies such as transparent OLED screens and LED walls that offer interactive contents, creating a synesthetic experience that where people can reminiscent(rewind) past and imagine(move forward) future. Stimulating nostalgia for the older generations and novelty for the younger generations.

This project was covered in the news by major broadcasting stations and articles in

South Korea, and even celebrities and politicians visited to commemorate the positive impact that the major brand's CSR project brought to the traditional market

Within 3months from opening the space, we have recorded 2,100 visitors per day,

recording 168,742 visitors totally(until march 10th). Also recorded 114,653 SNS engagemnt actions.

As a result, Gyeondong Market has become one of the hot spots in Seoul,

Raising its visit rate up to 200% and Sales rate up to 30%.