Korea’s First 10 Billion Won Social Club Unveils Final Exterior Design of Its Building

DYAD Cheongdam, Korea’s first high-end private membership club with a membership fee reaching 10 billion won, has unveiled what is essentially the final exterior design of its building ahead of its official opening next year. The intention is to maintain the original aesthetic pursued in the initial renderings while removing the costly natural marble. The aim is to resolve the controversy arising from the difference between the renderings and the actual exterior, and to focus on creating a revenue model for the membership club.

DYAD Cheongdam announced this at a press conference held on July 2 at the “DYAD Members Lounge” in Sinsa-dong, Seoul. DYAD is currently developing Korea’s first ultra-high-end social club, DYAD Cheongdam, in Cheongdam-dong. The facility spans 795.82 square meters with three underground floors and 17 above-ground floors. The annual membership fee is 1 billion won for individuals and 1.2 billion won for corporations. The annual dues are 10 million won and 12 million won, respectively. Currently, about 100 members have been recruited.

DYAD is the first to offer a membership system aimed at socializing rather than accommodation in hotels or resorts. The controversy surrounding DYAD before its official opening stems from the exterior of the building. After receiving construction approval in early May this year, criticisms were raised that the post-construction exterior differed significantly from the renderings. Regarding this, Park Ae-jung, marketing director of DYAD, said, “The exterior design was adjusted because importing natural marble takes a long time and the cost is astronomical.” She added, “After discussions, the third design emerged, which captures the sense of design that Dominique Perrault wanted to achieve, including the building’s volume. This exterior is our final goal.” Park asserted, “Many members purchased memberships because they were attracted to the programs and content rather than the building exterior,” and “No members have withdrawn or filed lawsuits due to this controversy.”

DYAD is focusing on refining the programs available to members. The club plans to operate as a members-only platform integrating various lifestyle elements centered around three keywords: wellness, work, and pleasure. Programs will be operated on each of the 20 floors, with partner companies selected for each floor. Park mentioned, “We will directly operate F&B that can only be tasted here through Michelin-starred chefs,” and “We expect to generate the most revenue from F&B.”

During this briefing, DYAD publicly revealed for the first time the “DYAD Members Lounge,” which members can use. This lounge, a miniature version of DYAD Cheongdam, is a facility that members can use before DYAD Cheongdam opens. The lounge includes a private screening room where up to six people can eat, drink, and watch sports events together, a space where bartenders serve cocktails, and a kitchen outfitted with “Officine Gullo,” a top Italian luxury kitchen brand. DYAD Cheongdam is scheduled to officially open around June next year. Park stated, “We are also exploring business expansion both domestically and internationally after the opening of DYAD Cheongdam,” and “We will expand collaborations with global brands and artists based on the space.”