Underground area in central Seoul to be repurposed into space showcasing AI, hologram technologies

A rendering of how the underground space will be repurposed by Creative MUT [CREATIVE MUT] The content solutions company Creative MUT will repurpose an unused underground area in central Seoul into a space that showcases Korean content through AI and hologram technologies. The Seoul Metropolitan Government selected Creative MUT as the private operator to develop the unused space underneath City Hall Station and Euljiro 1-ga Station, the company announced on Tuesday. Related Article BTS concert film exhibition opens in Seoul this fall Immersive 'Übermensch' exhibition lets G-Dragon fans step into artist's creative world KCON Japan 2026 to showcase K-beauty, K-food, and K-content innovations The company aims to finish development and open the area in October. The unused space is a 3,261-square-meter (35,101-square-foot) plot of land with a floor-to-ceiling height of 3.5 to 4 meters (11.5 to 13 feet). Spanning City Hall Station and Euljiro 1-ga Station, the area has been inaccessible to the public for the past 40 years. Creative MUT will be in charge of content planning, as well as investing in and operating the repurposed site. The company plans to use its capabilities in hologram technology and AI-based interactive content to host exhibitions and programs. Meanwhile, Seoul will be responsible for safety-related construction, including ventilation, firefighting systems and escape systems, and the electrical and communication infrastructure. An example of the exhibitions that will be held at the repurposed underground space of City Hall Station and Euljiro 1-ga Station [CREATIVE MUT] The repurposed area will be divided into three zones: one dedicated to AI-generated media art and interactive exhibitions; another hosting hologram-based virtual performances and photo zones inspired by K-pop and K-dramas; and a third where visitors can experience content through extended reality (XR) and virtual reality. The space will also serve as a testbed for local startups that wish to trial their AI, hologram or XR technologies. Creative MUT expects around 1 million people to visit the venue each year, based on estimates that around 90,000 people visit the City Hall Station and Euljiro 1-ga Station every day. “The space where the noise of the city disappears, located 335 meters underground in central Seoul, will showcase Korea's AI and hologram technologies and become a place visited by K-culture fans around the world,” said Kim Tae-hwan, the CEO of Creative MUT. “We will show citizens of Seoul and those around the world how technology meets culture by using our knowledge in entertainment and technology, which we have built in global markets.” BY LEE TAE-HEE [lee.taehee2@joongang.co.kr]