[Report] From Coupang Headquarters to District Office and Hotel... Inside the Mega Mixed-Use Complex 'Eastpole'

Over 1,600 Households Gather in a Large-Scale Residential Complex
A Shopping Mall Covering 30,000 Pyeong with 110 Commercial Tenants
Office Tower to House 7,000 Coupang Employees
Development Site Spans the Area of 11 Soccer Fields

On the afternoon of August 12, I visited Eastpole near Guui Station in Gwangjin-gu, Seoul. Walking along the pedestrian passage connected to the station exit, I immediately noticed how apartment complexes, a large shopping mall, and office buildings formed a cluster. This is a mixed-use development introduced by the real estate development and management company KT Estate.

Eastpole is a mixed-use complex developed on the site of the former KT Gangbuk branch, which was part of the Jayang 1 Redevelopment Promotion Zone. KT Estate led the development, with Lotte Construction serving as the contractor, aiming to transform a site the size of 11 soccer fields (78,119 square meters) into a landmark for the northeastern region of Seoul. The project began in 2018 and took seven years to complete, with construction finishing in January this year.

On the 12th, a pedestrian passage is connected from Exit 3 of Guui Station in Gwangjin-gu, Seoul to the NC Eastpole shopping mall within the Eastpole complex. Photo by Lee Jieun

A Mega Mixed-Use Shopping Complex and Coupang Headquarters... The Local Commercial District Is Buzzing

Eastpole is divided into four main zones. The commercial area features the large-scale shopping mall NC Eastpole and the five-star Pullman Hotel, while the residential area includes the corporate rental housing Remarkville and the Lotte Castle Eastpole Apartments in Gwangjin-gu. Through public contributions, government buildings such as the new Gwangjin District Office, the district council, and a public health center were constructed. A 31-story office tower was also built as part of the business facilities.

The various facilities within the complex are conveniently connected by pedestrian walkways. Covered walkways from NC Eastpole allow people to reach the district office and apartment complexes without getting wet in the rain.

On the 12th, NC Eastpole in Gwangjin-gu, Seoul. The shopping mall spans 30,000 pyeong and houses 110 stores. Photo by Lee Jieun

Among these, the most eye-catching zone is the commercial facility NC Eastpole, which occupies the largest area. As a large-scale mixed-use shopping mall, it houses 110 stores, including a multi-purpose exhibition space, cafes, indoor sports facilities, and clothing shops, targeting families with parents in their 30s and 40s. A KT Estate representative said, "Considering the local government offices, office workers, and residents of the residential facilities, we expect about 10,000 visitors on weekdays and up to 30,000 on weekends."

The commercial facilities have introduced patrol and delivery robots equipped with artificial intelligence (AI) technology. The plan is to create a "robot-friendly complex" by deploying autonomous robots throughout the area. Delivery robots can bring items ordered from shopping mall stores to the front of the complex or directly to the doorsteps of hotel guests, apartment residents, and corporate rental housing tenants. Currently, three robots have been deployed, with plans to add more. The patrol robots circulate the shopping mall area late at night, and in the event of an emergency, they are immediately connected to the internal control center.

On the 12th, AI patrol robots and delivery robots are moving inside NC Eastpole in Gwangjin-gu. Photo by Lee Jieun

Starting at the end of this year, the e-commerce company Coupang will gradually move its headquarters into the Eastpole office tower. Once the relocation from the Jamsil office is complete, 7,000 employees will be based there. The resulting increase in foot traffic is expected to revitalize the local commercial district around Guui Station.

Over 1,600 Households... Aiming to Become the Next 'Futako Tamagawa Rise'

In addition to commercial facilities, large-scale residential facilities have also been developed. The Lotte Castle Eastpole complex consists of six buildings with 1,063 households. In addition, there are 300 units of SH Corporation's Happy Housing (Eoulchae) and 282 units of KT Estate's corporate rental housing Remarkville, bringing the total to over 1,600 households. Remarkville has attracted a large number of single-person households, likely due to its convenient access to major business districts in Seoul such as Gangnam Station, Jamsil, and City Hall. Currently, about 80% of the units have been leased.

On the 12th, within the Eastpole complex in Gwangjin-gu, Seoul, the Lotte Castle Eastpole Apartments, the new Gwangjin District Office building, and the office tower to be used as Coupang headquarters are established. Photo by Lee Ji Eun

A KT Estate representative said, "The residential facilities account for about 37% of the total area," and added, "We put a lot of effort into designing the internal flow of the complex to organically connect non-residential facilities, general sale units, and rental apartments."

KT Estate aims to develop Eastpole into an urban landmark similar to Japan's Futako Tamagawa Rise. Futako Tamagawa Rise is a large-scale mixed-use development and a well-known destination in Tokyo, Japan, where industrial, business, and cultural facilities are clustered. Similarly, Eastpole is expected to become a major attraction in Seoul, as it is the first domestic complex to bring together administrative facilities, residential spaces, and a shopping mall.

A KT Estate representative said, "As a future-oriented mixed-use complex developed by integrating our company's capabilities, we hope to provide new value to customers and become a space that grows together with the local community."