The largest and most luxurious department store franchise in South Korea announced a design competition in Gwangju, the 6th largest city in South Korea, aiming to create a successful Shinsegae Town through the mutual supplements between the new proposal and the existing department store.
MVRDV proposed a 25000 square metre mall, a combination between department store and shopping mall, including hotel, parking, retail, foodcourts and both private and public courtyards. The facades of the exterior and the internal galleries are structured by the grid of columns and floors. Within these structures, milk glass panels are positioned that can be illuminated from their interior edges with projected images. These illuminated panels can form a changeable facade, from pixelized messages and adverts, to moody monochromes. It turns the building into a lantern for the city.