CJ ENM, Cushman & Wakefield Korea, 2019
Location: CJ Live City, Goyang-si, Gyeonggi-do, Korea
Participation: Experience & Environmental Design
is a commercial complex by CJ Group located in the Goyang area in South Korea and is to open in 2023. It aims to be a landmark in the southern region of Seoul, providing various facilities, such as a shopping mall, restaurants, and concert hall, in conjunction with the natural environment.
As a concept design and experience prototyping for this new place, we aimed to plan a new type of commercial environment to maximize the commercial opportunity by integrating media content into a built environment in collaboration with CJ ENM and Cushman & Wakefield Korea.
How might the Olive Market be a Food Platform that integrates CJ's media content into the marketplace and enables users to generate their own content?
We conducted user research and divided our users into three categories : Normal, Creative, and Active Consumers. The target groups are ranged from teenagers to 50s, and they all are active consumers of CJ media content, including the most popular TV shows in Korea. Besides, we are especially focusing on the Creative Consumer group since they can actively create their own content via media platforms like Youtube, Instagram, and Facebook, etc. So we provide them tools to make their own 'Mukbang' or 'Vlog' videos on the site.
"Most users want to try foods in the TV show themselves."
"Gen-Z users desire to make video content to share their experience through social network platforms."
"Outdoor activity is a huge motivation to visit the site."
The mission of Olive Market is to provide users with unique food experiences, conveying the cultural values of CJ Group: CJness. To do that, we integrate food-related content from TVN, owned by CJ Media group, into a real market environment, delivering the content-aided food experience. In addition, the market should be able to create active interaction between online and offline audiences to make real-time feedback, maximizing its commercial and cultural influences.
01 CJness
Integrated Space
An intermediary space that intuitively conveys CJ's cultural values by combining environment and content into one
02 Unique Experience
Real Food Experience
A space wherein the customers can participate and immerse into the content : 'The taste of my favorite TV show'
03 Multi Directional Communication
Concurrent Interactions
A cultural space wherein new trends are created, associating external social media platforms like Youtube and Instagram
It combines strategic products, such as CJ Cookit, and K-food TV show contents in three-dimensional walk paths, according to the tastes of users. In addition, it creates diverse interactions between users and the environment in various activities, such as cooking show, v-logging and walking. As a result, it accommodates a broad range of customers and maximizes the market's commercial possibility.
Located on the Forest Path in the complex, the Olive Market reinforces the image of Healthy Food by integrating the surrounding greenery into the interior space with a transparent structure. In addition, it actively utilizes contextual characteristics, accommodating indoor events featuring K-media content and outdoor events like lighting shows, reflecting seasonal themes.
Location & Context of Olive Market in CJ Live City
As this market needs to serve diverse user groups, it is essential to distinguish moving paths to prevent users from being disturbed by each other while making it accessible everywhere.
Besides, for the Active Consumers, this place must be an extension of outdoor activities sharing space with other user groups, which means there should be a dedicated entrance.
The Olive Market is composed of three paths of different activities. The main path on the 1st floor, being opened to the outside, aims to attract Normal Consumers, providing content-aided food products and special events. Also, it has two sub-paths: more optimized to certain types of user groups. The sub-path 1, passing through the 2nd floor, is for the Creative Consumers who want to make and upload self-made media content as influencers. The sub-path 2, the other part of the 2nd floor, is for the Active Consumers who visit the market while exercising or walking with pets. All the paths are separated but also connected, not only helping each user group not to be disturbed but also allowing them to reach anywhere.
Throughout the user journey, all the area in the market is organically combined with certain content from the TV programs provided by CJ ENM. From ready-to-go food products to in-market promotion events, the entire program aims to help the customers to realize their food fantasy, maximizing active participation in the place.
Including Olive Grocery, Deli, and Live Kitchen, the 1st floor is the central space of the Olive Market. It serves all types of user groups and represents the identity of the place. It offers a variety of promotional products, such as 'Cookit' : ready to go meals by CJ food network.
Olive Grocery offers exclusive food products featuring the menus from the TV shows, and users can enjoy the same menus cooked in Deli area. Also, Live Kitchen presents various live performances like Cooking Shows hosted by famous chefs.
As an extension of the 1st floor, the 2nd floor contains spaces for diverse activities and participation. These floating areas can be accessed from the inside and outside, respectively.
It includes Find Dining (My Food Live), wherein users can make and upload their Mukbang or food review videos on Youtube. And Active Terrace, directly connected to the walking path from outside, accommodates Snack Bar for runners, cyclers, and users with pets.
