CBRE Korea Leads Retail Transformation of 63 Building into a Mixed-Use Cultural Destination Advises on Retail Strategy and Brand Leasing Linked to Centre Pompidou Hanwha Seoul

- Developed a visitor experience-driven retail merchandising and tenant mix strategy reflecting demand from cultural facilities, observatory visitors and tourists
- Strengthened the dwell-time competitiveness of 63 Building’s commercial facilities by integrating F&B, lifestyle and observatory content

June 11, 2026 (Seoul) – CBRE Korea, the world's largest commercial real estate services company, announced that it served as the exclusive retail leasing advisor for the repositioning of 63 Building in Yeouido as a mixed-use cultural destination, overseeing the full process from retail merchandising and tenant mix strategy development to brand leasing and contract execution.

Since opening in 1985, 63 Building has been one of Seoul’s most iconic landmarks and tourist destinations for more than four decades. More recently, the property has been repositioned as a mixed-use cultural destination that brings together culture, tourism, F&B and lifestyle content, anchored by the opening of Centre Pompidou Hanwha Seoul in partnership with the world-renowned Centre Pompidou. Beyond a simple facility upgrade, the renewal focused on creating a dwell-time destination where visitors to the cultural facility, domestic and international tourists, and office workers in Yeouido can experience culture, dining and shopping in one integrated setting.

From the early stages of the project, CBRE Korea’s Retail team analyzed key customer groups, including visitors to Centre Pompidou Hanwha Seoul, observatory users, domestic and international tourists, and office workers in the Yeouido business district, and developed a merchandising and tenant mix strategy based on these insights. In particular, the team focused on curating a content-led tenant mix that would allow visits to the cultural facility to naturally extend into dining, shopping and experiential content, thereby enhancing the asset’s competitiveness as a dwell-time destination.

In the F&B segment, CBRE Korea attracted a range of proven and well-known domestic brands, including Seoryeong, Nanpo, Farno, Bistro Sanho, Sushi Tsukamu, Krappom, Gohyun by Gappo Aki and Pazac. The tenant mix also includes brands opening their first locations in Korea, such as Hawaiian brunch brand Island Vintage Coffee and Tokyo ramen brand Ramenyashima, as well as global brands including Pierre Hermé and %Arabica, providing visitors to 63 Building with a differentiated dining experience. Select brands, including Island Vintage Coffee and French dessert brand Pierre Hermé, are scheduled to open sequentially from June onward, further expanding the visitor experience.

In the lifestyle segment, CBRE Korea brought in brands with strong design and cultural sensibilities, including Rooming & HAY, LOFA Seoul, Poset Yeonhui, Hand to Home Seoul, Present Moment and Stay Studio. Through this tenant mix, the commercial facilities at 63 Building have expanded beyond a conventional retail space into a culture-led lifestyle destination where visitors can experience art, design and lifestyle content together.

Another key pillar of the renewal is the observatory content. The observatory has been transformed into a new experiential space combining digital art with views of Seoul’s skyline, with participation from media art specialist XORVIS. In particular, the rooftop space, which is opening to the public for the first time in approximately 16 years, has been created as a new viewing attraction offering panoramic views of the Han River and downtown Seoul. This is expected to further strengthen 63 Building’s competitiveness as one of Seoul’s leading tourist destinations.

The renewal, which combines cultural facilities, observatory content, retail and F&B, represents an example of an experiential retail strategy that is gaining significant traction in major global cities. It is expected to generate new visitor demand and create a differentiated dwell-time experience within the Yeouido commercial district.

Ryan Kim, Head of Retail, Advisory & Transaction Services, of CBRE Korea, said, “This project, linked to Centre Pompidou Hanwha Seoul, is a meaningful example of creating a new dwell-time destination where culture, tourism and retail are integrated. CBRE Korea will continue to contribute to creating differentiated visitor experiences and enhancing the value of major mixed-use assets through retail strategies tailored to each asset’s characteristics and visitor profile.”