A digital rendering of Heatherwick Studio's design for the remodeled facade of COEX in Seoul's Gangnam District / Courtesy of KITA

The facade of the sprawling COEX convention center in Seoul's Gangnam District is set for a major facelift by 2029.

Heatherwick Studio, led by the boundary-pushing British designer Thomas Heatherwick, has been selected to spearhead the remodeling project, the Korea International Trade Association (KITA) announced Friday.

The studio's design draws inspiration from the concept of a "cabinet of curiosities," a historical collection of exotic and eclectic objects spanning natural history, art and antiquities.

A defining feature of the proposal is the building's exterior, adorned with modular boxes of varying sizes, each housing a mix of conference, convention and exhibition programs. It envisions COEX's ground level as an open space that invites visitors to explore dynamic experiences.

Je Hae-seong, architect and professor emeritus at Ajou University, who led the nine-member judging panel, said, "Through this remodeling, COEX will become a new cultural landmark that sparks public curiosity while remaining welcoming and accessible."

A digital rendering of Heatherwick Studio's design for the remodeled facade of COEX / Courtesy of KITA

This redevelopment is part of a broader initiative to solidify COEX as a key centerpiece of Seoul, aligning with other large-scale architectural projects in the area, such as the Gangnam Intermodal Transit Center and the Hyundai Global Business Complex.

"With major changes on the horizon for the surrounding area, it's time for the trade center to proactively adapt as well," KITA Chairman Yoon Jin-sik noted.

Heatherwick Studio is known for its bold and ingenious projects worldwide — often accompanied by hefty price tags — including Little Island, an undulating public park on the Hudson River in New York City, and Azabudai Hills in Tokyo, a lush garden city.

In Korea, the firm is leading the transformation of Nodeul Island on the Han River. Its proposal, "Soundscape," reimagines the islet as a 6,000-square-meter platform dedicated to celebrating Korean music, from classical to K-pop. Inspired by the city's rolling mountainous terrain, the design will feature recording studios, concert venues, a waterfront amphitheater, a K-pop experience center and an anechoic chamber, among other attractions.