Event runs through Monday at Le El Castle Gallery in Gwangjin-gu

Complex model and sixth-generation hyper-end residential concept on display

A scale model of the S70 Seongsu Le El complex on display at the pop-up showcase set up by Lotte Engineering & Construction at Le El Castle Gallery in Gwangjin-gu, Seoul. [Lotte Engineering & Construction]
A scale model of the S70 Seongsu Le El complex on display at the pop-up showcase set up by Lotte Engineering & Construction at Le El Castle Gallery in Gwangjin-gu, Seoul. [Lotte Engineering & Construction]

Lotte Engineering & Construction announced Thursday it is operating a pop-up showcase where visitors can experience the future vision and technology behind S70 Seongsu Le El, its hyper-end residential brand proposed for the Seongsu District 4 redevelopment zone in Seoul.

The event runs through Monday at Le El Castle Gallery in Gwangjin-gu, Seoul. Open to both members of the Seongsu District 4 redevelopment association and the general public, the venue presents next-generation residential culture through a range of exhibitions and hands-on programs.

Lotte Engineering & Construction was selected as the contractor for the Seongsu Strategic Maintenance Zone District 4 redevelopment project in July. The company drew attention at the time by proposing a "sixth-generation hyper-end residential space" combining original architectural designs developed with world-renowned architects, high-rise safety technology, an AI- and robot-based smart system, and a cultural arts community.

The company defines "sixth-generation residential culture" as a concept that goes beyond existing high-end brands focused on hardware such as premium finishes and exterior design. The vision centers on a rich living environment where advanced safety and convenience technology is woven into daily life and residents can directly experience cultural, artistic and premium service offerings.

Le El Castle Gallery, where the pop-up is being held, is a floating exhibition space built along the Han River waterfront. Visitors can view a scale model of the S70 Seongsu Le El complex and its specialized design features, and virtually experience a wide parking space measuring 3 meters across. Interactive content is also on offer, including a program explaining high-rise construction techniques using building blocks, quiz and roulette events, and a social media verification event.

Lotte Engineering & Construction plans to develop the pop-up into a recurring cultural event for sharing the values and culture of future residential living, rather than a one-off promotion. That vision is also taking shape at the Mokdong Le El Lounge, which recently opened in Yangcheon-gu, Seoul. That venue goes beyond simple product promotion, presenting cultural content including media art screenings on the themes of education, nature and the arts, as well as curated classical music lectures.

Going forward, Lotte Engineering & Construction plans to hold ongoing cultural events such as concerts and art exhibitions, expanding the initiative into a platform for cultural exchange that encompasses redevelopment association members, prospective buyers, the general public and students in related fields. A key part of the strategy is integrating Lotte Group's expertise across construction, hotels, retail, culture and services into its residential offerings to elevate the hyper-end lifestyle experience.

"S70 Seongsu Le El, as proposed for Seongsu District 4, will serve as a landmark for future residential living where cutting-edge technology and the arts come together," a Lotte Engineering & Construction official said. "Starting with this pop-up showcase and the Mokdong Le El Lounge, we will continue to expand opportunities for direct engagement with customers."

The S70 Seongsu Le El pop-up operates on a reservation-only basis. Visits can be booked by searching "Le El Castle Gallery" on major portal sites.

Meanwhile, Lotte Engineering & Construction recently won a bronze prize at the 2026 Good Design Award for the exterior design of Le West, a mixed-use MICE complex in the Magok area of Gangseo-gu, Seoul.


hwshin@heraldcorp.com