Discover the value of what's left behind,

Giving new meaning

Class introduction

Hello, I'm Park Ji-hyun from Ikseondada Trend Lab. Ikseondada Trend Lab is a creative group that creates contemporary lifestyle changes based on small brands. Starting with an urban renewal project in Ikseon-dong, Jongno-gu, in 2014, they extract the history of land such as Soje-dong, the old city center of Tokyo, and Yangyang in Gangwon-do, plan cities based on various realistic data, and elicit optimal strategies to meet goals to unravel the city's various developments and directions.

Since our project, Ikseon-dong has had about 4.2 million annual visitors, an increase of 240% compared to the previous one. At the same time, the number of visitors to Soje-dong also exploded to 2400%, with about 600,000 visitors per year. In addition, I'd like to share with you the insights I've gained from various urban renewal projects.

I will share my experiences with examples of what kind of planning can be carried out through brands and cultural facilities within what categories without leaving the original city center and aging spaces and streets to decline.

Course effect

• Following branding, it can be an opportunity to have a perspective on the region.
• You can find ways to shape your worldview based on streets, towns, and regions.
• It can help those who have found branding and community development difficult.

Recommended target

• Those who want to have the vision of looking at the region following branding
• A young entrepreneur working in a variety of promising areas
• Those who think that the beginning of street development and branding begins with interest

Pre-course notes

I think if you watch the lecture after examining the history and current situation related to the region you belong to and are interested in, you will be able to greatly sympathize with it.

There are 2 reasons why this class is special

❶ <hip>placemakers

Insights from Ikseondada Trend Lab

We will reveal story insights from finding the value of the “old age” of the region and developing a neighborhood with less than 300 visitors into an area visited by 600,000 visitors per year.

Rather than focusing on special stores or content, it creates an order of new things and things that must be protected from the stories of the region and the land.

We'll take an in-depth look at the story of the hip-place maker 'Ikseondada Trend Lab' about what led to regional development and what value was given to it based on data and what new meaning was given.

❷ Start with an idea

Even streets and brands that captivate the public!

I discovered the value of things left behind in Ikseon-dong, the only remaining hanok island in Sadaemun, Seoul, and gave it a new meaning in the direction of BACK TO ANALOG and NEW ANALOG. I filled the vacant houses in the hope that the Soje-dong Railway Administration Village, which was on the brink of disappearing, would be reborn as a beautiful lake “Sojeho,” which connects the past and the present.

Starting with an idea, brands that can expand the vitality of the region have been filled. And the empty streets and houses were filled with people again.

Small brands will gather to learn about the process and know-how unique to 'Ikseondada Trend Lab', which was able to become a representative local brand.