The Blog

Madplum Creative—on creating beauty

At Madplum Creative, this heartfelt quote is displayed on our chalkboard as a constant reminder of what we’re all about. We like to think we’re in the business of more than just marketing—we’re creating beauty—and we’re inspired by those who follow a similar pursuit.

Our constant quest for beauty resonated with a recent article we came across in Dezeen magazine that chronicles the upcoming Seoul, Korea Skygarden landscape project. Global architecture firm MVRDV will be partnering with Dutch design studio Makkink & Bev and landscape designer Ben Kuipers to beautify the existing 3,000-foot Seoul Station Overpass. Previously a purely functional concrete eyesore, the new overpass is designed to be a thing of beauty, boasting a pedestrian pathway featuring over 250 varieties of trees, shrubs, and flowers. This unique public space will include a nursery for cultivating plants to be used in the city’s other green spaces, as well as an arboretum, described by designers as a “library of plants,” which will be organized based on the Korean alphabet to make the space easy to navigate. The decision to beautify the overpass stems from Seoul’s ambition to become one of the world’s most eco-friendly cities—a goal revealed back in 2008 by mayor Oh Se-Hoon. The Skygarden project is the latest in a series of proposed city landscape projects inspired by the New York City Highline, and is set to complete in 2017.


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The Seoul Skygarden beautification project brought to mind one of our favorite children’s books, The Curious Garden by Peter Brown. The story follows a little boy named Liam who discovers a struggling garden and decides to take care of it. In the midst of a cold, gray city, the garden flourishes, transforming the streets into a lush, green world.




Much like The Curious Garden’s young protagonist, Madplum Creative is dedicated to cultivating work for our clients that transforms everyday brand experiences into things of cherished beauty. We tip our hats to the Skygarden project as it seeks to redefine the vision of urban life.

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