[Seoul's Future] The 'Matchbox Apartment' That Looked Like a Plank Disappears... The Changing Face of the City

"Most apartments in Seoul look monotonous and similar, so they don't feel aesthetically pleasing. I envy foreign cities in Europe where building exteriors are beautifully decorated." (Seoul resident Yoo Ho-yeon, 31)

Looking down at Seoul from the observatory of the 63 Building in Yeouido-dong, Yeongdeungpo-gu, right in the heart of Seoul, one can see the apartments located within the city at a glance. However, hundreds of apartment buildings all share the same ‘matchbox apartment’ appearance with slab-type structures, as if by agreement. Mr. Yoo, whom we met here, said, "I feel regret every time I see the unremarkable appearance of Seoul," adding, "I hope many distinctive buildings will be constructed in the future."

Despite Seoul ranking 7th among world cities in overall competitiveness, urban apartments have long been criticized for lacking aesthetic elements, often receiving the humiliating label of ‘chicken coop.’ However, Seoul is now preparing to change its face. To transform the monotonous matchbox-shaped cityscape, Seoul Mayor Oh Se-hoon has decided to promote the so-called ‘Matchbox Apartment Phase-Out 2.0.’ This is a revival of the ‘Matchbox Apartment Phase-Out’ policy introduced during Mayor Oh’s previous term in August 2007.

He plans to enhance Seoul’s design competitiveness by boldly providing incentives through a ‘carrot policy’ for buildings that apply differentiated designs. Regulations such as height restrictions and floor area ratio caps, which have been obstacles to constructing world-class landmark buildings in Seoul, will be significantly relaxed. While major global cities have turned innovative design buildings into local landmarks, Seoul has faced constraints due to regulations and complex review processes that hinder innovative architectural designs.

In February, at a press briefing on ‘Urban and Architectural Design Innovation Measures’ held at Seoul City Hall, Mayor Oh said, "Seoul has been a ‘strict, stern, and serious’ city, but these design innovation measures aim to lay the foundation for Seoul to become an attractive and enjoyable city," adding, "I want to create a city where beautiful rivers and mountains blend with attractive architecture, a city people want to visit at least once."

A panoramic view of the apartment area as seen from the 63 Building in Yeouido-dong, Yeongdeungpo-gu, Seoul on the 16th.
Photo by Ryu Taemin

Transforming the City's Face Completely Through Design Innovation

First, to prevent the construction of uniform ‘matchbox apartments’ and ‘square gray buildings,’ floor area ratio incentives will be given to buildings with specialized designs to improve architectural design. If specialized design plans are introduced in redevelopment or reconstruction projects, the floor area ratio cap will be increased up to 1.2 times. For example, in an area where 1,000 new apartments are planned, the number can be increased to 1,200. For apartments in the third-class general residential zone, the floor area ratio cap will increase from 300% to 360% if reconstructed with specialized designs.

To prevent design changes or distortions during multiple review stages, urban, architectural, transportation, and environmental evaluations will be integrated into a single review process. The intention is to create a system that prioritizes design. Mayor Oh explained, "In the past, design was often distorted from the original concept during the complex review process," adding, "It was like drawing a dragon but ending up with a snake, so we need to ensure the design concept remains intact." He expects that integrated reviews will speed up decision-making and enable faster construction.

Incentives will be decided by a committee based on guidelines that include artistic and public aspects of design. For example, for apartments, guidelines include diverse exteriors without repetitive building shapes, duplex designs spanning 2-3 floors, and floor heights of 3 meters. Mayor Oh said, "The feeling of beauty is subjective, but ultimately it must be judged by people," and added, "We will create a system that ensures maximum objectivity."

There will also be efforts to change perceptions of architecture. A panel of world-renowned architects will be formed to enhance the ‘Seoul Architecture Awards.’ Award winners will receive bonus points when participating in design competitions. The Seoul Urban Architecture Biennale will also be used to expand the base of architectural culture.

▲ Raemian Chellitus, a one-to-one reconstruction of Rex Apartment located in Ichon-dong, Yongsan-gu, Seoul

Introducing Diverse Skylines... Will ‘Second Celltus and Trimage’ Emerge?

There is also an ambition to create a harmonious skyline along the Han River to enhance the cityscape. When specialized designs such as landscape, views, Han River accessibility, open low-rise areas, facade specialization, and waterfront design are applied, height restrictions will be exempted to allow construction. This relaxes regulations limiting apartment heights to 35 floors or less, and 15 floors or less near the Han River. According to Seoul City, height is not a major issue as long as design conditions are met.

This has raised expectations that super high-rise apartments like the ‘Second Celltus and Trimage’ will be built. The Raemian Celltus in Yongsan-gu and Trimage in Seongdong-gu, standing 56 and 47 floors respectively, are representative buildings that changed the northern Han River skyline. Instead of uniform matchbox structures, modern buildings stretch elegantly along the Han River. These complexes were made possible when Mayor Oh Se-hoon, during his previous term in 2009, relaxed height restrictions in strategic redevelopment zones along the Han River, allowing up to 50 floors for redevelopment projects that donated more than 25% of the site. These complexes symbolically represent the future visions of ‘Han River Renaissance’ and ‘Design Seoul’ that Mayor Oh promoted.

In return, facilities such as pedestrian bridges that improve Han River accessibility will be received as public contributions. For example, the Yeouido pilot apartment will be built up to 65 floors with 2,500 households, in exchange for a cultural park as a public contribution. To enhance connectivity to the Han River, which was difficult to access via Wonhyo Bridge ramps and roads, a three-dimensional pedestrian bridge connecting the cultural park and Han River Park will also be newly constructed.

To beautify Seoul, the Seoul Housing and Communities Corporation (SH Corporation) has also embarked on urban design projects. They announced plans to design land leasehold sale housing, known as ‘half-price apartments,’ with diversity rather than uniformity. Kim Heon-dong, president of SH Corporation, stated, "Land leasehold sale housing will not be built like matchbox apartments but will be constructed to last over 100 years and be identical to sale housing for sale."

In fact, the first land leasehold housing, the Godeok Gangil 3 Complex, which recently began pre-sale, plans to diversify the maximum number of floors from 7 to 29. Since it is located by the Han River, this aligns with changes in the skyline. SH Corporation explained that the building exteriors will also avoid box-shaped uniform structures.

Creating a ‘World-Class Landmark’ in Seoul... Nodle Island Selected as First Pilot Project Site

Seoul City has selected ‘Nodle Island’ as the first pilot project site and plans to support the construction of variously designed buildings not only in the public sector but also in private and residential sectors in the future. The Nodle Island project is already undergoing a design competition process. Domestically and internationally renowned architects have been competing in the design contest from December last year to March this year. Participants include Thomas Heatherwick (UK), J?rgen Mayer (Germany), Kim Chan-jung (Korea), Na Eun-jung & Yoo So-rae (Korea), Shin Seung-soo (Korea), and Kang Ye-rin (Korea). The project plan will be established within this year, followed by investment reviews and other procedures.

Seoul City is emphasizing design innovation because overseas cities have enhanced their competitiveness through design innovation. According to Seoul City, Rotterdam in the Netherlands attracts about 10 million tourists annually, generating tourism revenue of 800 billion KRW. Known as a showcase for modern architecture, Rotterdam boasts unique buildings such as the ‘Markthal,’ which combines traditional markets and apartments in one building, and ‘The Pole,’ a modular wooden building on a pontoon.

Additionally, Seoul City is promoting design innovation pilot projects in the public sector, including the Second Sejong Center for the Performing Arts, Seongdong District Prison, and Suseo Station public parking lot complex development projects. For the private sector, applications for pilot project sites will be accepted in the first half of this year. For selected pilot sites, floor area ratio and building coverage ratio regulations will be significantly relaxed.