DDP Expects to Record 100 Million Total Visitors:
Becoming a Must-visit Landmark in Seoul
March 21, 2024 is the 10th anniversary of the opening of DDP. Expecting a total of 100 million visitors at the second half of this year, DDP opened in March 21, 2014, drawing domestic and global art enthusiasts’ interest thanks to its unconventional facade. It has been 10 years since the opening of DDP, which is now the pride of the people of Seoul; what has this creative space presented to its people?
As an innovative landmark of Seoul, DDP was built based on the design of global architect Zaha Hadid and building information modeling (BIM), the most advanced construction technology, and is known today as the “hottest” and “coolest” place in the world, not just in Dongdaemun area or Seoul. 7 million visited in the first year alone, and it was also listed as one of the “52 Must-visit Places” by <The New York Times>.
<Photograph/ DDP>
People who first recognized its value are CEOs of global brands and artists. Right after the opening of DDP, famous brands from around the world flocked to host their fashion shows, exhibitions, and product launching events there.
Immediately after its opening, DDP hosted CHANEL’s Cruise Collection Show, Esprit Dior exhibition, and fashion show and exhibition by master fashion designer Jean Paul Gaultier (in 2016), putting it on the list of global attractions. Director Tim Burton, who put up an exhibition there in 2022, commented, “I make it a point never to go back to the same city for another exhibition, but I broke that promise to myself because I wanted to showcase my works at DDP,” adding, “It was a great honor to present my works in a building designed by Zaha Hadid.”
<Photograph/ Tim Burton>
Seoul Design Foundation, which runs DDP, has been striving to provide “cultural entertainment” that is difficult to come by in the lives of ordinary people since its opening. DDP’s annual autumn and winter <Seoul Light> and end-of-the-year countdown are now iconic events. Seoul Light attracted more than 1 million visitors in its first year. Since then, the event has been displaying global artists’ works on DDP’s 222 m long exterior walls, solidifying its presence as an end-of-the-year event that people must visit with their families and loved ones. Last year, it was honored with the Red Dot Design Award and IDEA Design Award.
<Photograph/ Seoul Light (2023)>
Having begun as a design week event, <Seoul Design 2024> is now an opportunity to witness the future of global design and design trends. It is an annual MICE industrial event that has grown into a mega-event hosting up to 1 million visitors coming from all corners of the world. The accompanying <DDP Design Launching Fair> matches small business owners and designers, creating yet another design trend.
The <Seoul Design Awards> run by the same foundation is a representative awards that transformed Seoul from a “city that receives awards” to a “city that gives awards.” The awards celebrates its 5th anniversary this year, receiving entries from 46 countries last year alone. The awards began in 2019 to collect the wisdom of people around the world to resolve urban and social issues with design efforts. DDP hosts the awards ceremony and exhibition every year.
<Photograph/ Awards Ceremony of “Seoul Design Awards” (2023)>
DDP presents exhibitions of quality design works by global artists. Every year, the plaza presents well-received special exhibitions such as the design maestro <Enzo Mari> exhibition in 2014, <Alessandro Mendini> exhibition that attracted more than 130,000 visitors in 2016, and <Borealis DDP>, an urban aurora created by global artist Dan Acher in 2023. The most recent exhibition at Design Lab, <Now is Better> by Stefan Sagmeister, was also a popular exhibition that attracted a total of 200,000 visitors.
<Photograph / Borealis DDP (2022)>
The “Four Seasons Festival” is one of the most well-received projects by DDP for the public. Last spring, DDP presented a merry-go-round and Bellygom exhibition, attracting 180,000 visitors even during the rainy Children’s Day. In autumn, auroras painted colorful veils that are also called “angelic curtains” and “showers of spirits” on the sky of DDP. In winter, 2.17 million visitors visited during the Christmas Festival period (46 days).
<Super Pass> has been planned together with merchants in the Dongdaemun area, drawing visitors’ interest in the Four Seasons Festival. It is a pass that offers many benefits and perks in neighboring commercial areas, contributing greatly to the mutual growth and vitalization of the area.
<Photograph / DDP Spring Festival (2023)>
In 2020, CNN aired a documentary titled <Reconnected> in more than 100 countries and highlighted the “know-how” of Seoul and DDP that allowed them to continue their exhibitions and cultural events despite the raging pandemic. DDP overcame the effects of the pandemic and received a record-high 13 million visitors last year, earning KRW 16 billion sales that were also record-high. It also achieved 105.9% financial independence. Last year, DDP’s operation rate was 74%, proving to be the highest level in Korea along with Gangnam COEX (75%).
Celebrating its 10th anniversary, DDP continues its efforts to offer more unique and fresh entertainment to the public and international visitors. <DDP Design Store>, which gained the attention of the media by presenting ‘Seoul Merch’ products that had people lining up to purchase, will develop and sell 10th-anniversary merchandises with the best designers in Korea. In addition, it is implementing a project that turns the 45,133 pieces of silver aluminum panels on the facade of DDP into NFT.
<Photograph / DDP Design Store>
This year’s DDP festival will be held from May 3 to 6 under the theme of the new urban “Design Zoo,” offering unique experiences with animal sculptures and digital technologies. There will be diverse sights and programs in collaboration with the private sector such as eco-friendly wood playground, lawn hill cinema and concert, painting contest, hands-on experience programs, and more.
You can also have a special summer vacation at DDP this late July. There will be afternoon and evening shows, diverse design foods, and beer and wine created in collaboration with DDP under the theme of “Design Vibe,” all available at the outdoor space of DDP. Activities will also be held in DDP’s special spaces, attracting the Gen MZ’s interest.
The autumn and winter of DDP will be filled with the gorgeous splendor of art and light. The theme of autumn will be “DnA (Design and Art)”, with DDP’s special exhibitions, opening events, DDP Cinema, and diverse hands-on experience programs to be offered on the premises of DDP. In winter, DDP wears the Christmas spirit. It will be offering special experiences to the public with a Christmas market, a pavilion, and more.
<Photograph / DDP Festival (2023)>
In February, Seoul Metropolitan City conducted the <DDP Awareness Survey> at its website. 97% of 2,243 respondents were aware of DDP; in particular, they showed high satisfaction with its special events and exhibitions (e.g., 77% satisfaction for Seoul Light). They also showed positive reaction to its unique and futuristic design. According to the survey, the public recognizes DDP as an “interesting, sophisticated, and trendy space of culture and art.” Such positive responses reflect the foundation’s decade-long efforts.
Now celebrating its 10th anniversary, DDP is a meaningful place that marks a great milestone in Korean design history and a landmark that represents the “charms of Seoul.” Going forward, DDP will continue to present quality and unique content to global citizens.
<Photograph / DDP Forum>
Meanwhile, visitors to DDP can take special photos themed “I am the Star of DDP” at the photo zone set up at the <DDP Design Market Entrance>, to be operated for one month starting March 21.
<Photograph/ DDP 10th-Anniversary Photo Zone (till Apr. 21, 2024.)>
<Video/ Congratulatory messages from landmarks around the world for the 10th anniversary of the opening of DDP (Source: Seoul City YouTube)>
