The city as an event. The performative architecture of Seoul’s commercial spaces

This chapter investigates the commercial districts of Seoul, where dense clusters of neon-lit signage transform urban space into a spontaneous, performative environment. These areas, dominated by vibrant and chaotic visual landscapes, challenge traditional notions of architecture and public space by presenting signage as a form of urban scenography. The research is timely and relevant as digital technology continues to undermine physical public interaction, rendering many global commercial zones increasingly obsolete. In contrast, Seoul’s districts remain dynamic hubs of activity, not despite their visual noise, but arguably because of it. The city’s signage-saturated façades offer a contemporary model for urban vitality and social engagement, where consumerism and spectacle intersect. Employing a methodology of participant observation, the study draws on walk-throughs, video recordings, photographs, sketches, and field notes to capture the lived experience of these spaces. This ethnographic approach foregrounds the sensory and spatial impacts of signage in specific Seoul neighbourhoods, highlighting their spontaneous and uncurated character. Findings reveal that commercial signage in Seoul transcends mere advertisement, functioning as a performative layer over standardised architecture. These signs—ranging from oversized octopus sculptures to immersive neon displays—generate a participatory and theatrical urban experience. Far from curated or architect-designed, these environments are shaped by competitive individual expression and rapid turnover, resulting in a dynamic visual culture akin to a collective artwork. The study argues that these commercial spaces exemplify a form of urban vitality rooted in spontaneity, consumer spectacle, and symbolic overload, offering new perspectives on the role of public space in the digital age.