Between similar new towns, distinctly attractive neighborhoods
Have you heard of the brand Alleyway? There are probably more unfamiliar people. This is because it is a commercial facility brand only in Gwanggyo and Incheon, which has been open for less than three years. Alleyway was created to break away from similar new town apartment shopping districts and create a lively “livable neighborhood.” Like the meaning of the name Alleyway, it contains the hope that the road and road meet in the alley, people stay, and fun experiences accumulate in it.
Alleyway Gwanggyo is a representative project that has devoted all of NEOVALUE’s development, content, and operational capabilities over the past 16 years. Thinking about what lifestyle and culture to create in Gwanggyo New Town, we developed 1,200 households of residential and commercial facilities, Alleyway. It showed the opposite of the direction of profit realization of existing developers, such as owning and operating 100% of the stores without selling them.
Culture alley in my neighborhood
# Neighbors cooking together, grocery shopping and asking after each other
# A day when you walk leisurely by the lake and sit in a bookstore in front of your house and spend a relaxing afternoon
This is the scenery of Alleyway that NEOVALUE dreams of. The space that NEOVALUE is trying to create is not a typical shopping center. It is a lifestyle village that is comfortable even if you stay for a long time because it is full of warm encounters and experiences. It is a resting place where art and nature are harmonized, and at the same time, it is a local community where meeting and communication take place. Human-scale architecture and soft lighting reflecting human eye level give the pleasure of walking in alleys.
Alleyway is also a space where no one is left out if it’s a city and a family member. We made it possible for all families to enjoy not only men and children, but also pets, who have been out of interest.
The background of Alleyway’s pursuit of this value is based on NEOVALUE’s philosophy that puts “customer value” first. In the case of Alleyway Gwanggyo, which is adjacent to Lake Park, instead of monopolizing the beautiful view of the lake at a certain store, they created an open square and gave it as a resting place for everyone. As such, Alleyway deviates from the general development logic that only considers immediate profits, puts the value recognized by customers first, and considers ways to revitalize the region in the long run.
H-C-O of Alleyway Gwanggyo
Hard Asset
In front of the Hello Ground Alleyway Gwanggyo Bridge, there is a wide lake park. Usually, when we develop it, we prioritize apartments, not shopping centers. This is because it can generate greater profitability in the short term. However, NEOVALUE made the best spot in front of the lake a square because it had been considering the operation of the shopping mall since the beginning of its development. I hope it will be a place where residents can greet each other warmly by naming it Hello Ground.
Passing through the square facing MARSLE MARKET Lake, you can see a dense alleyway and MARSLE MARKET. MARSLE MARKET is an old word for Masil or Village. Like the meaning of the name, it is a walking trail and a local market that residents can enjoy comfortably. You can feel the atmosphere of the old alley by deliberately designing the narrow road and the space low. You can enjoy the comfort you couldn’t experience in the city while walking with the “human scale” where the entire space touches the eyes of people.
Contents & Operation
New towns are convenient, but it’s hard to pick the charm of the city itself. To create a new city full of lifestyle experience elements, we planned a lifestyle city suitable for the region. For this purpose, we gathered the right brands and developed direct management brands if they were not enough. We continue to manage and operate together to become a space loved by local residents. Here are five lifestyles that give you a glimpse into the daily life of Alleyway Gwanggyo.
[A place where the kids are happy]
Alleyway full of children running and laughing. It’s a pleasant view of the neighborhood just thinking about it. It offers a variety of experiences for children and adults to enjoy together by creating a kids’ dong in the best place with the best view of Alleyway. A shared book in the public space has more than 300 children’s books in the “Kiki Library,” allowing children to read and rest at any time.
[The place where your preferences are respected]
Experiencing a variety of lifestyles is an opportunity to discover your own new tastes or to enjoy your tastes in a little more depth. You can see brands with various concepts at Alleyway Gwanggyo. Among them, lifestyle editing shop “SIKMULWON” and men’s editing shop “STROL” are brands directly operated by Neo Value. Rather than attracting fancy brand shops, we wanted to expand the lifestyle that customers can experience by introducing various products in one editing shop.
[Our friendly market]
In the traditional market, there was a kind greeting from the owner of the restaurant and the familiar neighborhood. In a true ‘town’, you need to share and exchange more than just buy things like a market. Alleyway Gwanggyo’s “MARSLE MARKET” reinterpreted the traditional market in a modern way and filled it with a brand with craftsmanship and solid originality. Small rice cake shops, rice shops, taverns, and side dish shops lined up in every alley provide adults with dim memories and new and warm experiences.
[Where you meet art in your daily life]
Art works have been placed throughout Alleyway so that you can experience art in your daily life. I hoped it would be a place where local residents could naturally get new inspiration while walking in front of their homes without having to go far to see good works. The world’s sixth and first installation of Alleyway Gwanggyo’s representative artworks include Janet Echelman’s Earthtime Korea, graffiti art by first-generation graffiti artist XEVA, and kiosk works by Novo, Sambyfen, Grafflex, and Ham Do-ha.
[Community space where they meet their neighbors]
Hello Ground Square, the core of Alleyway Gwanggyo, is a place of conversation and meeting. It is full of accidental encounters and exchanges with neighbors, and various events are held according to the season and season, such as flea markets, festivals, and artistic performances. In addition, making kimchi and noodle sharing events with Monk Jeonggwan of “Dusugobang” are representative community activities only in Alleyway Gwanggyo.