Seoul’s Hanwha Galleria Reimagined with Twin Hourglass Towers

New visual concepts have been released for the reimagination of Hanwha Galleria, one of Seoul’s most recognized department stores. The project proposes a significant transformation of the site, moving away from a traditional retail structure toward a dynamic public landmark. This latest announcement signals a bold new direction for the brand, situated in the city’s prominent Apgujeong district.

The core of the new architectural design features two twin towers, which the design description refers to as “alike but not identical.” These structures take on a distinct hourglass form, creating a memorable silhouette on the skyline.Positioned at a major intersection, the buildings frame views of the nearby Han River, establishing a visual connection between the urban environment and the natural landscape.

A Façade of Light and Glass

A key element of the project is its crystalline glass skin. During the day, the facade glistens, creating an “impression of softness.” At night, the buildings transform, while the glass skin serves as a backdrop for glowing digital projections.This dual-purpose façade aims to make the structure a living part of the city, active both day and night.

Integrating Commerce with Public Space

The proposal extends beyond the two main structures. An underground plaza and a direct subway connection link the twin buildings, facilitating pedestrian flow and access. Furthermore, the design incorporates public green terraces, inviting passers-by to enter and interact with the space. This integration of retail with public amenities reflects a growing trend in how modern cities approach commercial development, blending private enterprise with communal accessibility. The design of the internal spaces will be crucial for the success of this integration.

An Instagram Landmark or a Functional Space?

While the visuals are striking, they raise important questions about the project’s practicality versus its aesthetic ambition. The unique, sculptural form and high-tech façade are perfectly suited for the age of social media, creating a highly “Instagrammable” landmark. However, this raises the question: is the design primarily for visual impact, or does it represent a functional and sustainable evolution of the department store?

The feasibility of its construction presents a significant challenge. The unconventional hourglass shape and advanced glass façade will require complex engineering and specialized materials. Long-term maintenance, energy consumption, and the overall sustainability of such a glass-heavy structure are critical considerations that must be addressed. The ultimate success of the reimagined Hanwha Galleria will depend on balancing its iconic aspirations with the practical needs of a functioning, accessible, and durable public building. This project will be one to watch on our architecture platform as it develops. For a look at similar ambitious past projects, our archive offers further context.

✦ ArchUp Editorial Insight

The operational pressure for physical retail to maintain relevance against digital commerce incentivizes the creation of “destination” assets. This economic imperative, coupled with a cultural demand for shareable visual icons, shifts institutional risk management priorities away from capital expenditure avoidance and toward the mitigation of public indifference. The perceived financial risk of a complex construction is outweighed by the greater risk of cultural irrelevance.

Decision-making is thus optimized for novelty and high media impact, a process enabled by advanced visualization tools that make complex proposals legible to stakeholders. The resulting architectural outcome a building with a sculptural form and a dynamic, programmable façade is therefore not an aesthetic choice but a systemic response. It functions as an instrument for the attention economy, where a building’s value increasingly depends on its capacity to generate digital engagement. The form is a logical symptom of the economic and cultural systems it serves, a pattern visible across many global cities.

Reviewer

★ ArchUp Technical Analysis

Technical Analysis of the HANWHA Galleria Redesign:
This article provides a technical analysis of the redesign of the HANWHA Galleria complex in the upscale Apgujeong district of Seoul, serving as a case study in transforming a traditional commercial facility into an interactive, multifunctional urban landmark.

The architectural design revolves around twin towers that are “similar but not identical,” taking on a distinctive sculptural form resembling an hourglass. The towers are strategically placed at a major intersection to frame views towards the Han River, creating a prominent silhouette.

The aesthetic and facade system features a dual-function crystalline glass cladding. During the day, the cladding reflects the surrounding environment. At night, it transforms into a programmable backdrop for dynamic light shows and digital projections, turning the facade into an active urban media screen.

In terms of urban performance and integration, the project goes beyond retail. An underground plaza and a direct subway link connect the towers, facilitating pedestrian flow. Additionally, the plan includes public green terraces open for visitors to enjoy panoramic views.

Related Insight: Please review this article to compare another project that redefines the relationship between a prominent commercial landmark and its surrounding urban realm:
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