Headquarters of YG Entertainment in South Korea

K-pop is taking a place in the global music industry; Korean groups are enthusiastically followed across Asia and the Americas, topping charts and selling out concerts. Driven by precise cultural sense and social-media fandom, Hallyu is sweeping the world. In 2017, YG Entertainment, one of K-pop's leading agencies, invited UNStudio to design its new Seoul headquarters, which quickly became a pilgrimage site for fans hoping to glimpse idols. UNStudio's design is inspired by the music industry overall and YG's specific business. The building contains offices, meeting rooms and recording studios, strategically organized to exploit the excellent location and external views, creating an exciting, inspiring workplace for YG employees. The new headquarters sits between two streets, expressing the energy and dynamism of the music business through a faceted, transparent facade and flexible interior that supports both focused work and fan-facing public moments. The tower has become an instant landmark on the Seoul skyline and a magnet for fans, reflecting the global rise of the Korean music industry.