Hirsch Bedner Associates (HBA) has been selected by Hyundai Engineering & Construction (Hyundai E&C) to lead the interior design for Apgujeong District 3, a major redevelopment in Seoul's Gangnam district. The project, situated along the Han River, is set to redefine luxury living in one of South Korea's most prestigious areas.
The collaboration marks a significant expansion of HBA's global portfolio, as the firm aims to integrate hospitality design principles into private residences. Ken Smith, Partner and Global Principal of HBA Residential, stated, “Apgujeong Hyundai is one of the most significant urban transformations currently underway in Korea, a project that will shape the future identity of the district.”
Hospitality expertise meets residential luxury
HBA Residential, known for high-profile projects like The Delmore Residences in Miami and The OWO Residences by Raffles in London, will bring its expertise to this ambitious development. Design Director Joseph d’Abbro emphasised the importance of the project's location, noting, “The design approach responds directly to the site — the relationship with the Han River, the views towards Seoul Forest, the architecture and, most importantly, the people who will call these residences home.”
The project arrives amidst a shift in Asia's ultra-prime residential sector, where hospitality principles are increasingly influencing residential design. JoonSuk Suh, Managing Principal of HBA Seoul, highlighted the evolving expectations of luxury living, stating, “We see an opportunity to bring our hospitality expertise into the residential sector — creating environments that are not only beautifully designed, but deeply connected to how people live.”
This appointment underscores HBA's growing influence in Asia's sophisticated real estate markets, where lifestyle-led developments are reshaping urban living. The firm's work on Apgujeong District 3 will likely set a benchmark for future residential projects in the region, blending the comfort of home with the service standards of five-star hotels.
For travel professionals, this development signals a broader trend: the convergence of hospitality and residential design is creating new opportunities for hotel operators, luxury brands, and service providers. As Asian hotel groups lead global luxury expansion, projects like Apgujeong District 3 are poised to attract discerning buyers and investors who value lifestyle-led environments.
The redevelopment is part of a larger urban renewal effort in Gangnam, which has become a magnet for high-end residential and commercial projects. With its prime riverside location and proximity to Seoul Forest, Apgujeong District 3 is expected to draw interest from both domestic and international buyers, further cementing Seoul's status as a luxury destination.
HBA's appointment also reflects the growing importance of design in differentiating luxury properties. As competition intensifies in the ultra-prime segment, developers are turning to renowned design firms to create unique living experiences. This trend is not limited to Seoul; similar projects are emerging across Asia, from Tokyo to Singapore, as developers seek to capitalise on the region's wealth growth.
For hoteliers and hospitality operators, the blurring of lines between residential and hospitality presents both challenges and opportunities. While some may view it as competition, others see it as a chance to extend their brands into new markets. The success of projects like Apgujeong District 3 will likely influence how these players approach future developments.
As the project progresses, industry observers will be watching to see how HBA's design translates into a residential setting. The firm's track record in hospitality suggests that residents can expect a level of sophistication and attention to detail that is typically associated with luxury hotels. This could set a new standard for residential living in Seoul and beyond.
