Seoul is set to transform a long-abandoned underground space into a high-tech cultural destination, as content solutions firm Creative MUT moves forward with a project integrating artificial intelligence and hologram technologies beneath the city center. The Seoul Metropolitan Government has selected the company as the private operator to redevelop the unused area spanning City Hall Station and Euljiro 1-ga Station, marking a significant step in repurposing infrastructure that has remained closed to the public for four decades.
The site covers approximately 3,261 square meters with ceiling heights ranging from 3.5 to 4 meters, offering a sizable footprint for immersive cultural programming. Creative MUT will oversee content planning, investment, and operations, leveraging its expertise in AI-driven interactive media and holographic production to create a multi-functional venue for exhibitions and entertainment. The city government will handle critical safety upgrades, including ventilation, fire protection systems, evacuation routes, and core electrical and communications infrastructure.
According to the development plan, the underground complex will be divided into three primary zones. One area will focus on AI-generated media art and interactive installations, while another will host hologram-based performances and themed photo zones inspired by Korean pop culture, including K-pop and television dramas. A third section will provide extended reality and virtual reality experiences, allowing visitors to engage with digital content in immersive environments.
Beyond serving as a cultural attraction, the space is also intended to function as a testing ground for local startups working in AI, holography, and XR technologies, offering them a platform to pilot innovations in a real-world setting. Creative MUT projects that the venue could attract around one million visitors annually, supported by the high foot traffic of approximately 90,000 daily passengers passing through the two adjacent subway stations.
The project is scheduled for completion in October, positioning the venue as a new landmark for technology-driven cultural experiences in Seoul. Creative MUT CEO Kim Tae-hwan said the initiative aims to demonstrate how entertainment and advanced technologies can converge, creating a destination that appeals not only to local residents but also to global audiences interested in Korean culture.