Heatherwick studio has been selected as the winner of the competition to reimagine the purpose and facade of the Coex convention centre in Seoul. The project is an opportunity to redefine the face of one of the most prominent conference and exhibition destinations in South Korea. In collaboration with the Korea International Trade Association (KITA), the design will transform the current generic glass structure into a gathering place reflecting the forever-changing spirit of Seoul. 

A New Vision for Coex 

Currently, Coex spans 350 metres, with a largely unremarkable facade that fails to communicate the building’s role as a hub for trade, culture, and innovation for the country. The studio’s winning design introduces a bold concept inspired by the idea of a “Cabinet of Curiosities,” turning the conference centre into a destination to explore and a reason to come to the area even when not attending a formal event. 

The design features modular ‘boxes’ of varying sizes stacked along the exterior, serving as ever-changing spaces for exhibitions, public engagement, and conference functions. The goal is to maximise material reuse to create a new facade that is open, engaging and unmissable - breaking away from the fortress-like appearance of the current structure. 

Stuart Wood, Executive Partner and Group Leader at Heatherwick studio, said: 

“Ironically for places that bring people together, most conventions centres feel imposing and uninviting and are often devoid of public activity. Our design will radically reinvent Coex to become a new cultural destination for the city of Seoul that attracts both locals and visitors alike.
 
Varied and unusual our ‘display case’ design offers endless potential to curate art, performance, dining, entertainment, nature and is a true representation of Seoul’s creative power. We want Coex to become an irresistible place that is open, dynamic and always culturally relevant.” 

More Than Conventions 

Beyond its aesthetic transformation, the project aims to integrate the building more seamlessly into the surrounding area. The ground floor will be reimagined as a public space, designed to offer a mix of activities that invite both visitors and locals to stay and explore. This new public realm will connect with the adjacent park giving the community of Gangnam a gathering space, whether attending an event or not.

At the upper levels, new indoor and outdoor spaces will support official events while also offering public access to a sky garden and viewing deck, providing expansive views of Seoul and the Han River. The experience is designed to remain relevant and exciting even when no major events are taking place at the venue. 

Sustainability at the Core 

The studio’s proposal incorporates a strong commitment to sustainability, ensuring that Coex not only meets but exceeds future environmental standards. The project prioritises: 

•             Maximising material reuse  

•             Enhancing energy efficiency 

•             Improving indoor and outdoor environmental comfort 

•             Fostering overall well-being for visitors and occupants 

Slated to complete in 2029, the project joins the studio’s growing portfolio in South Korea, which includes the reimagination of Nodeul Island on the Han River and a new vision for Hanwha Galleria in the district of Gangnam.