“Those Who Want to Be Loved by Everyone, Cannot Be Loved by Anyone”
I recently came across an interesting point from the book named “The_Hyundai_Seoul_Insight” that I think we, as architects, can all appreciate. It suggests that the true success of a mixed-use shopping space often lies in resisting the urge to appeal to everyone. This approach, which The Hyundai Seoul has embodied so well, feels incredibly relevant as consumer preferences continue to become more specialized, much like what we’ve seen in the shifts within South Korea’s media and entertainment landscape.
In the book, there’s a compelling parallel drawn with the story of ‘Gag_Concert‘, a beloved comedy show that captured viewers across generations for over 20 years. At its peak in 2003, it achieved a remarkable 32.3% viewership by uniting a broad audience. But by 2020, its ratings had fallen to 3.3%, signaling a decline in broad-based appeal.
In contrast, ‘Comedy_Big_League‘ on tvN took a more targeted approach, creating content that resonated with a younger, niche demographic through edgier themes. Celebrating its 10th anniversary in 2021, ‘Comedy Big League’ has thrived by knowing its audience and delivering programming that speaks directly to their tastes and preferences.
This lesson in audience_targeting is particularly valuable for architects working on mixed-use mall design. As ‘The Hyundai Seoul Insight’ outlines, ‘The Hyundai Seoul’ carefully selected specific channels like tvN and TV Chosun for its marketing, aiming to engage distinct demographics. Shows like ‘Youn’s Stay’ on tvN appealed to Millennials and Gen Z, while ‘Mister Trot’ on TV Chosun resonated with older viewers. This strategic approach allowed ‘The Hyundai Seoul’ to build a space that felt authentic and relevant to different groups, instead of pursuing broad, unfocused appeal.
As architects, I believe our challenge is to create spaces that are flexible yet purposefully programmed. The physical space of a mall can be welcoming to all, but the “programming” we embed should be thoughtfully curated to resonate with distinct audiences. By crafting spaces for specific groups; whether it’s tech-savvy younger shoppers or more traditional clientele; we can design meaningful, layered experiences that make each group feel valued and understood. It’s not about excluding anyone; it’s about knowing who we’re designing for and shaping the space to reflect their preferences and values.
A successful mall doesn’t need to cater to everyone equally to be impactful. Instead, it thrives by creating a place where distinct audiences feel a sense of belonging and relevance. As demonstrated by ‘The Hyundai Seoul’, a well-defined approach can turn a mixed-use space into a vibrant, enduring destination.
