Gangnam Style Seoul – Chungha Building

Gangnam Style, Chungha Building Seoul, South Korea Architecture Design

Gangnam Style Seoul

South Korean Building Development – design by MVRDV, Architects

3 Jan 2014

This unusual building in Seoul is one of our picks from
Buildings of 2013 : Architecture of the Year
e-architect’s selection of key architectural developments posted on the site in the last year

12 Jun 2013

Chungha Building Seoul

Location: Gangnam, Seoul, South Korea

Design: MVRDV

Chungha Building Seoul

Gangnam Style: MVRDV completes building transformation in Seoul
Gangnam Style Chungha Building Seoul
photo : ShinkyoungSub

Just before a Korean pop-song became a global success on YouTube for the first time in history, and Gangnam became world famous as the nouveau riche hangout of the South-Korean capital Seoul, MVRDV was commissioned by Woon Nam Management Ltd. to redefine a building on Gangnams chic Apgujung Road. Even though the Chungha building was completed in the 1980’s it was already outdated in a street dominated by flagship stores. The transformation, which added an extra level, was completed in just 9 months.

Chungha Building, Gangnam, Seoul:
Gangnam Style Chungha Building Seoul
photo : ShinkyoungSub

The Chungha building had become a rotten tooth in a fast changing streetscape dominated by single brand stores, this building contains a collection of brands in one. On the previous façade, a motley collection of fonts competed for the attention of passersby. The sober building’s beige natural stone façade was ruined by commercial messages. The ground floor is occupied by French leather accessories label Louis Quatorze, the floors above hold a wedding planners’ office, the clients’ maintenance society and two plastic surgery practices. The discretion required by the clients of the plastic surgeries also had implications for the building. The windows of these floors were hermetically sealed, adding to the worn out feel of the structure.

Chungha before and after
Gangnam Style Chungha Building Seoul Gangnam Style Chungha Building Seoul
photo : ShinkyoungSub

The new façade concept is convincingly simple: Chungha is a multiple identity building which was transformed into a collection of shop windows so each commercial venture imposed onto the façade would have a fitting canvas for its display. The building’s façade becomes more advertisement, and in that sense paradoxically more honest.

Gangnam Style Chungha Building Seoul
photo : ShinkyoungSub

Curvaceous frames were found to be the best match to the large amount of shop windows, and a mosaic tile consequently became the façade material to follow the curves. LED lights change the buildings appearance. MVRDV was given nine months to complete the refurbishment. Adding to the complexity was the limited size of the construction site – five storeys tall but only 2,5 metres at its widest point. Construction workers were required to balance and squeeze themselves into narrow spaces.

Eh- Sexy Lady, I got Gangnam style…, image by Shinkyoung
Gangnam Style Chungha Building Seoul Gangnam Style Chungha Building Seoul Gangnam Style Chungha Building Seoul
photos : ShinkyoungSub

Once unwrapped, the building appears reborn, its large windows are filled with transparent posters which provide space for changing brand identities and discretion for the clients of the plastic surgeon. A 10% addition on the top floor will be turned into a café with outside terraces, resulting in a total surface of 2,820 m2. The exterior façade tiles, which resemble white foam from close-up and smooth white stone from further away, are also used on the sidewalk and in the lobby.

Gangnam Style Chungha Building Seoul Gangnam Style Chungha Building Seoul Gangnam Style Chungha Building Seoul
photos : ShinkyoungSub

MVRDV realised Chungha Building together with InC Design (co-architect and project management), Ain Construction, 1’st Structure, Total LED and M&S Ceramic.

Chungha Building is featured in the upcoming book MVRDV Buildings, now available with an early bird discount at discount code MVRDV

Gangnam Style – Chungha Building Seoul images / information from YBGSNA

Chungha Building Seoul design : MVRDV

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Comments / photos for the Chungha Building Seoul – Gangnam Style Korea Architecture page welcome

Gangnam Style Building