Regional Branding Hub for Neighborhood Culture and Collaboration

Creating content and brands in hub spaces can help promote regional cultures and small businesses, fostering community engagement and economic growth.

### Promoting Regional Development Through Cultural Hubs and Collaborations
* 🏙 More than **half of employees** are in Seoul, and over **half of the GRDP** comes from the capital area, leading to **concerns about regional imbalances**.
* 🎭 The project aims to create opportunities for **unique neighborhood characteristics, local businesses, and creators to reach the next level**, while providing residents with **enjoyable content and performances**.
* 🏢 The office serves as a **shared workspace and hub for local teams building their brands**, featuring meeting rooms, a lounge, and various programs to **interact with people and exhibit work**.
* 🛍 The space includes a café, a performance area, and an editing shop that sells products, mainly showcasing **small brands**.
* 👩 The project highlights the role of local residents in leading cultural content, with a focus on **potential demand from the younger generation**.
* 🌇 The goal is to create content and spaces that represent the local area, gradually becoming more common as **places where people gather to have fun**.
* 🤝 Collaboration and content creation are seen as essential to **addressing regional imbalances and promoting cultural and economic development**.
* 🏗 The project envisions **expanding the model to other regions**, emphasizing the **growing importance of such initiatives in the future**.

Currently, in our country, in terms of population and regional productivity, there are various aspects such as employment and the number of job opportunities available. More than half of the employees are in Seoul, and more than half of the GRDP comes from the capital area. Therefore, there is a concern about how to address this situation. Finding contents that represent the branding of regions, neighborhoods, and their cultures, collaborating with people to fill the space, and delivering products, services, and culture are all considered necessary solutions. Thus, it was thought that by creating content or brands in a hub space, and if they can meaningfully proceed to the next stage, they could expand to other areas or contents in the region.

We are building a structure that will continue to evolve, and we believe that the importance of Aesop will only grow stronger. Therefore, we are conducting this project to create opportunities for the unique characteristics of our neighborhood, local small business owners, and local creators to continue to the next level, as well as to provide residents with the opportunity to enjoy good content and performances. This is our office, a shared office space that we use for incubating, collaborating with teams, or as a workspace for local teams building their brands in fashion or on Facebook. Now, this place serves as a hub for offices or meeting spaces that can be utilized, where you can see a lounge and a meeting room. We utilize two shared meeting rooms, which are set up for reservation and utilization.

Here is a lounge where furniture that is less utilized in the surrounding area is gathered [Music]. There is a program to discover emerging artists who are trying new attempts with new materials. There is a program that uses hashtags. Here, various things are used as spaces to interact with people, work, exhibit, and more [Applause] [Music] [Applause]. The program includes a café on the first floor, performances on the second floor, and also functions as an editing shop that sells products. It is mainly a showcase venue introducing products of small brands [Music] [Music]. Small-scale content and spaces represent the local area, where people gather to do fun things more and more, which I think will gradually become more common. And there is an interest in that area.

Places where many people gather could become places where you can now encounter such content anywhere, right? And I hope and wish for it to be like that. It was great to be able to see it from various perspectives. As I listened to the lecture like that, there were parts that I hadn't even thought of, and by speaking about the thoughts I hadn't had, it helped me broaden my perspective. It was impressive how the local residents in Bongsan Village in the neighborhood took the lead in leading the local content. Wouldn't it be nice if the cultural content here is led by the neighborhood residents along with the village residents? I felt the demand from the younger generation as well.

낡고 익숙한 것에서 가치를 찾다 │ 로컬브랜드투어 하루ON종일

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Addressing Regional Disparities: Hub Space for Local Branding and Collaboration

More than half of the population and productivity are concentrated in Seoul, raising concerns about regional imbalance.

The project aims to promote local branding and collaboration as a solution, using a shared office space as a hub for incubating and supporting small businesses and creators.

The focus is on evolving and expanding opportunities for unique neighborhood characteristics and providing a space for residents to enjoy quality content and performances.

A Unique Venue for Emerging Artists and Small Brands

A multi-functional venue gathers underutilized furniture, hosts emerging artist showcases, and uses hashtags for promotion.

The venue includes a café, performance space, and editing shop, serving as a platform for small brands.

It aims to provide a space for local community interaction and is gaining interest for its unique concept.

The Impact of Local Residents on Cultural Content

Local residents in Bongsan Village are taking the lead in producing cultural content, offering a fresh perspective.

The involvement of the neighborhood in leading cultural content is seen as a positive direction.

There is a growing demand for this type of community-led content, especially from the younger generation.