If I am not mistaken, this project is being constructed on the artificial island created to build the new Incheon international airport, which opened some years ago. I flew into that airport soon after opening and you had to drive across a lot of empty, new, unused land to get anywhere. Now there will be something on that land.
As for the "planned, unnatural" look - what do you expect when you start with several square kilometers of completely empty, flat land?