‘Deus Myeongdong’ Discovers New Community Opportunities in Seoul’s Historic Hotel... Establishing Itself as a Lifestyle Living Space with Pop-up Events and New Content Implementation
Dears, which started as Aegis Asset Management's living brand, proposes data-driven living solutions through hotels and co-living facilities.
Dears suggests a hotel operation strategy that maintains the traditional room management method while adding space value with new content to expand customer inflow.
Dears Myeongdong, located in Chungmuro, is a fully remodeled space of the former Astoria Hotel (later renamed Double A Hotel). Based on Dears' unique differentiated content strategy, it has established itself as a new lifestyle living space.
Stevens, the operator of Dears' space content and community, developed and introduced data analysis-based community packages tailored to each site. Thanks to these efforts, despite the challenging COVID-19 situation in the hotel industry, Dears Myeongdong boasts a high room occupancy rate and strong content power.
At the end of last year, they successfully attracted new visitors by presenting a collaborative dining event with 'Monday Morning Market,' which was fully booked for consecutive days.
Additionally, since January 25, the pop-up project 'PAUSE!' has been underway, highlighting eco-friendliness and sustainability with the themes of upcycling and zero waste. Through the Dears Myeongdong community lounge space, top creators such as upcycling installation artist Kim Eunha, Plastic Bakery, artist Hee, and chef Kim Bongsu participate, offering various events, exhibitions, and dining experiences centered on upcycling and zero waste.
A Stevens representative stated, “Going forward, we will continue to datafy the content that customers respond to through various communities and provide new solutions for real estate. Our goal is to create a new paradigm in the hotel market as a content provider connecting communities across a wider age range.”
Meanwhile, Dears is preparing to open its next co-living branch in the metropolitan area following Pangyo this year.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
