'My House of the Future' Floating on the Han River… Visiting the Seongsu 4th District Redevelopment Housing Tech Pop-Up Museum

After Lotte E&C was selected as the construction company for the redevelopment project in Seoul Seongsu Strategic Redevelopment Zone 4, it has been operating a pop-up gallery where visitors can experience the future housing technologies and specialized designs of its proposed high-end residential brand, 'S70 Seongsu LE EL'. The pop-up gallery is being held at the 'LE EL Castle Gallery' located in Gwangjin-gu, Seoul, until November 2. The space is open to anyone, including members of the Seongsu Zone 4 union and general customers.

Seongsu Zone 4 Transformed into a High-Rise Luxury Residential Complex

The redevelopment project in Seongsu Zone 4 is a mega-project that goes beyond simple apartment construction. Lotte E&C was finally selected as the construction company through a general assembly resolution of the union on July 5, 2026, and will carry out construction worth approximately KRW 1.3492 trillion ¹. A total of 1,439 housing units and community welfare facilities will be built in the area, with underground floors down to level 6 and above-ground floors reaching up to 64 ¹.

The complex has been named 'S70 Seongsu LE EL,' applying Lotte E&C's luxury residential brand, 'LE EL.' The name S70 carries the meanings of the geographic location in the heart of Seongsu-dong, the industrial and cultural heritage of Seongsu-dong dating back to the 1970s, and a sustainable living environment that will last for the next 70 years ². Lotte E&C proposed a vertical design inspired by the Manhattan skyline and an exterior facade specialized for Han River views, involving a design team led by world-renowned architect David Chipperfield ¹.

'S70 Seongsu LE EL' Unveiled at a Floating Exhibition Hall Along the Han River

The pop-up gallery was planned to intuitively convey the cultural characteristics of the Seongsu-dong area and future housing technologies. The gallery is located at the 'LE EL Castle Gallery' in Gwangjin-gu, Seoul, a floating exhibition space established along the Han River waterfront ³. This approach breaks away from the framework of physical model homes, allowing the space itself to demonstrate the artistry and openness pursued by the brand.

Inside the pop-up gallery, visitors can directly view the model of the S70 Seongsu LE EL complex and its specialized designs ³. Particularly notable is the opportunity to experience the 3-meter-wide parking spaces through virtual reality (VR) ³. By implementing detailed designs that directly improve residents' daily lives in a virtual environment, the exhibition allows union members and visitors to appreciate the value of their future living spaces.

Interactive Content Combining Housing Technology and Art

Lotte E&C proposed a '6th-generation hyper-end living space' in Seongsu Zone 4, where advanced technology and art harmonize ³. The pop-up gallery is filled with various interactive programs so that the public can approach this vision in a friendly manner.

Visitors can explore how a 64-story building is stably designed through an interactive experience of high-rise construction technologies using blocks ³. Lotte E&C has emphasized that it will apply the know-how gained from previous large-scale high-rise projects, such as Lotte World Tower and Cheongnyangni Lotte Castle SKY-L65, to Seongsu Zone 4 ¹. The pop-up gallery conveys the brand story by presenting this technical confidence in lightweight formats, such as quizzes and roulette events, that invite easy participation ³.

The Trend of 'Construction Company Pop-Up Marketing' Sweeping Seongsu-dong

This operation of the pop-up gallery aligns with recent marketing shifts in the construction industry becoming prominent in the Seongsu-dong area. Seongsu-dong, with its dense concentration of trendy commercial zones and cultural infrastructure, has emerged as a hub for direct communication with potential future customers, moving away from the traditional model home-centered approach.

Indeed, GS E&C operated a brand pop-up gallery for its Xi brand in Seongsu-dong in May 2026 and gained significant attention ⁴. At the time, the pop-up gallery consisted of a diorama zone, an amenity zone, and unit models, attracting not only customers with purchase intentions but also people in their 20s and 30s ⁴. Construction companies are taking advantage of Seongsu-dong's characteristic as a 'hot spot' to preemptively boost brand loyalty and sensibly imprint their residential spaces ⁴.

Plans for Future Customer Communication and Cultural Content Integration

Lotte E&C plans to further expand customer communication that combines its residential brand with culture and art, using this Seongsu Zone 4 pop-up gallery as a base ³. Prior to this, the company opened the Mokdong LE EL Lounge and has been operating various cultural programs, such as media art screenings and classical music lectures ³.

In the future, the company plans to hold regular concerts and art exhibitions and to implement a comprehensive strategy that links the hotel, distribution, and service capabilities of the Lotte Group with residential services ³. A Lotte E&C official stated that they would continuously expand opportunities to share the future housing vision for Seongsu Zone 4 and communicate directly with customers through the pop-up gallery and lounge ³.

The pop-up gallery, which continues until November 2, will serve as a venue to share the redevelopment vision for Seongsu Zone 4 and offer a glimpse into the future direction of South Korea's housing market.