“A gigantic spaceship has crash-landed in Seoul!”
Since its inauguration in 2014, the Dongdaemun Design Plaza (DDP), designed by the Iraqi-born architect Zaha Hadid (1950–2016), has stood on the site of the old Dongdaemun Stadium, capturing immense attention. The building’s unconventional, non-linear, and non-planar structure, adorned with 45,133 shimmering silver aluminum panels, has intrigued the public from the outset. Although it initially faced criticism for its lack of regard for the local context, it has since emerged as a transformative landmark in Seoul’s landscape.
DDP, the “Queen of Curves” Hadid’s legacy to Seoul, marks its 10th anniversary on March 21. The New York Times listed the building as one of the 52 places to visit in 2015. DDP has been chosen by international luxury brands like Chanel, Louis Vuitton, Dior, and Gucci for exhibitions, and has hosted a series of exhibitions by world-renowned fashion and design icons, marking it as a “hot” and “hip” venue.
In May 2015, Karl Lagerfeld, the creative director of Chanel, hosted a Korea-themed collection show at DDP. The event showcased a feast of Hanbok-inspired designs, including dresses influenced by the colorful traditional Korean Hanbok and robes reminiscent of Durumagi worn over swimsuits. Notables like Gisele Bündchen and Kristen Stewart, among approximately 1,000 others, attended the event. Exhibitions such as Dior’s “Esprit Dior” (2015), a retrospective of designer Alessandro Mendini (2015), the “enfant terrible” of the fashion world Jean Paul Gaultier exhibition (2016), Louis Vuitton’s “Volez, Voguez, Voyagez” (2017), Max Mara’s “Coats!” (2017), Van Cleef & Arpels’ “Noah’s Ark” (2018), and designer Stefan Sagmeister’s “Now is better” (2023) have drawn crowds.
Film director Tim Burton hosted a solo exhibition at DDP in 2022, presenting over 500 pieces, including childhood drawing notebooks, paintings, sculptures, and photographs. Explaining why he held his second exhibition in Seoul 10 years after the first in 2012, he said, “Although I’ve adhered to the principle of exhibiting only once in a city, I broke this rule because I desperately wanted to exhibit at DDP,” adding, “It’s an infinite honor to fulfill my wish to exhibit in a building designed by the respected architect Zaha Hadid.”
Visitor numbers at DDP have steadily increased. Since its opening year in 2014 with 6.88 million visitors, there was an annual rise until a drop during the coronavirus period, but last year it welcomed a record 13.75 million visitors.
The Seoul Design Foundation, which operates DDP, said, “The ‘Seoul Light’ and New Year’s Eve countdown held every autumn and winter have become signature events of DDP,” adding, “It has become a place for citizens to enjoy the art of everyday life.” The most popular project is the four-season festivals throughout the year. Last spring, a carousel in Oullim Square attracted families for Children’s Day, while in autumn, the night sky was adorned with digital art auroras. During the winter, the Christmas festival alone drew 2.17 million visitors to DDP.
“DDP is a landmark that perfectly embodies the allure of Seoul,” said Rhee Kyung-don, CEO of the Seoul Design Foundation. “We have prepared a variety of events to bring joy and excitement to those who come to celebrate its 10th anniversary.” More information about participating in related events and applications can be found on the DDP website at www.ddp.or.kr.
