Martin Mathy



Masterplan for the New Multifunctional Administrative City, South Korea. International competition, second tier prize, 2005.

In cooperation with Atelier Thomas Pucher.

Yeon Meong, South Korea

The New Multifunctional Administrative City
South Korea is planning a new major city. Until the year 2028 about 500.000 people and the major part of the countries ministries shall live and work in this second capital. By now the foreseen area is an empty piece of land - the plan starts at tabula rasa.

How can we position ourselves on a global scale?

In our times
In order to be a global metropolis, a city has to compete in a worldwide contest of urban marketing. The new city has to be at the front line of city representation in terms of economic power, world trade, research and development, etc.

The city also has to be world leader concerning quality of life, protection of resources, hedonistic choice, and even more: it has to create new life styles, new perspectives, new functions – a new future in order to accomodate those metropolitans, those global players.

before thinking of programmes in terms of hybrids, densities, etc., one has to think about how to create programmes, how to invent programmes, how to stay open for changes and new developments in the future.

In marketing we use a special tool for developing identities – the Linking Matrix.

Can we use this simple tool as a literal basis, a masterplan, maybe even a map for the new city?

Take Megatrends

Our society is constantly undergoing changes.
Global tendencies of change emerge through worldwide topics and trends – so called MEGATRENDS.
Could we use these megatrends for defining identities and applications for our new city?

Hot Spots

Through the overlapping of trend zones we achieve a condensation of topics and a contextual reorientation in highly specific fields, so called identity fields - strong enough for being HOT SPOTS. The focus of this investigation lies on the creation of urban complexity and densities. The city developers, city planners and those who are politically responsible decide how each megatrend zone relates to another, what kind of creative potential is at disposal and how it should be linked.
This developed planning method requires the readiness to take on responsibility on the developers' side towards the public, and it demands intensive research on relevant megatrends by specialists from various areas.

The plan at hand can be read as a possible variant.

HOTSPOT = density
HOTSPOT = development magnet
HOTSPOT = economic power
HOTSPOT = identity


Creative economy + nature = new concepts for the outdoor market: adventure, sport, tourism, life style Living in nature – the creation of new nature, etc.
Cultural identity + global workspace = SAMSUNG CITY
Hyperconsuming + corporate culture = LOTTE hypermarket city
Ethics + cultural identity = the seed of the city
Education + science = the future world of education – virtuality city


Size: 73 km²
Population: 500.000 pers. target until 2028

The project was made in cooperation with Atelier Thomas Pucher

copyright © Martin Mathy