MVRDV completes gangnam-style chungha building MVRDV completes gangnam-style chungha building
jun 11, 2013

MVRDV completes gangnam-style chungha building

MVRDV completes gangnam-style chungha building transformation
photo by kyungsub shin

 

 

 

about a year ago, the korean pop hit ‘gangnam style’ hit the charts, with aritst PSY bringing fame to the nouveau riche hangout of the gangnam district in seoul, south korea. but, before the song became a global success, MVRDV was commissioned by woon nam management ltd. to transform the chungha building on gangnam’s apgujung road, a street dominated by flagship stores.

 

the 1980s building was a bit of an eye-sore in comparison to its flashy neighbours. housing a collection of brands in one: the ground floor is home to french leather accessories label louis quatorze, upper floors function as a wedding planner’s office, along with the client’s maintenance society and two plastic surgery practices, its beige natural stone façade was ruined by commercial messages and a collection of fonts and signs promoting its tenants.

 

 


photo by kyungsub shin

 

 

the dutch firm reshaped the edifice, expressing the multiple identities of chungha through a collection of shop windows seemingly imposed into the exterior’s surface. curvaceous frames were found to best match the numerous amount of differently sized openings, with a white mosaic tile–which resemble white foam from up close and smooth stone from far away–acting as the material to cover the pre-existing front. the integration of colorful LED lights completely change the multi-use complex’s appearance, framing each window so that by night, it stands out. given only nine months to complete the refurbishment, the added challenge was the compact site itself. standing at five storeys tall, its widest point measures only 2.5 metres, forcing construction workings to balance and squeeze themselves into narrow spaces.

the chungsha building is given a new life, its large windows filled with transparent posters which offer flexibility for changing brand identities as well as discretion for the clients of the plastic surgeons. the top floor sees a 10% addition that houses a café with outside terraces, with a total surface of 2,820 m2.

the project was realized in collaboration with InC design (co-architect and project management), ain construction, 1’st structure, total LED and M&S ceramic.

 

 


an arrangement of different sized frames create a collection of shop windows seemingly imposed into the façade
photo by kyungsub shin

 

 


the exterior now becomes more of an advertisement
photo by kyungsub shin

 

 


detail of the white tile used to cover the previous beige stone exterior
photo by kyungsub shin

 

 


different colored LEDs transform the building’s appearance by night
photo by kyungsub shin

 

 

 

  • In what way does this relate to Psy?

    RichardP says:

have something to add? share your thoughts in our comments section below.

comments policy
LOG IN
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

architecture news